探討構成整合式寬頻固網通訊產業可行營運模式之要素

Exploring Key Factors of Feasible Operation Business Model for Integrated Broadband Fixed Network Industry in Taiwan

李徽欽(Hui-Chin Lee)

指導教授 ： 黃崇興

國立臺灣大學/管理學院/商學研究所/碩士(2005年)

https://doi.org/10.6342/NTU.2005.01688

摘要

隨著寬頻網路在全球快速的成長與發展，網際網路也伴隨著急速擴散而加速了網路效應，而傳統電話固網通訊業者，其電信語音服務面臨著無線通訊業者、有線電視業者，甚至網際網路服務業者 (ISP, Internet Service Provider) 相互競爭之影響，致使市場日益飽和，業務成長趨緩，經營壓力與日俱增，此舉也迫使傳統固網業者尋求運用新寬頻科技來帶動創新營運模式，以提昇其競爭優勢及面對成長之挑戰。

隨著電信科技之日新月異，固網傳輸技術有長足之進步，由1997年的8Mbps ADSL已提昇到今年 (2004/2005年) 25Mbps ADSL 2+，而VDSL 2也已達到100Mbps之水準，加上其它電信科技如光纖到戶 (FTTH)、第三代行動通訊 (3G)、無線區域網路 (Wireless LAN) 及多媒体、數位內容、資訊科技產業之整合，創造了許多新穎的整合式寬頻固網服務之出現，而以目前科技而言『三合一』 (Triple Play) 服務包含語音 (Voice)、數據 (Data) 及視訊 (Video) 在寬頻固網之服務應用已臻成熟，這些新的服務也造成了寬頻固網通訊產業價值網的變化，Triple Play也帶動了許多創新服務的可能性，而使整体寬頻固網通訊產業價值擴大並更使商業模式多元化、複雜化。本研究旨在探討整合式寬頻固網通訊業務營運模式，並分析如何建構其價值網，以尋求可行之業務營運模式解決方案。

本研究以競和策略 (Co-Opetition, Competition Cooperation) 價值網的理論分析架構，針對以新興寬頻傳輸科技所衍生之新的固網通訊業務營運模式，如IP 寬頻網路服務，IP網路電話與傳統電話整合服務，隨選視訊(VOD, Video-on-Demand )，隨選多媒體 (MOD, Multi-media-on-Demand)，音樂串流服務 (Audio Streaming Service) 及視訊串流服務 (Video Streaming Service) 進行探討。並以價值網的四個構面－顧客、供應商、競爭者、互補者分析與寬頻固網公司之間之價值關係，進而提出合適之商業營運模式解決方案，以創造公司更高價值，帶動公司營運之成長。

關鍵字

整合式寬頻固網通訊產業

並列摘要

With the fast growing and developing of global broadband network service, Internet services had also been expanding rapidly with the acceleration of market networking effect. Telephone service of traditional fixed telephone operator is facing the competition from wireless mobile phone operator, cable operator as well as ISP (Internet Service Provider). This results to the slowing down of market and growth. And the pressure of business operation is getting lager. Under this situation, the traditional fixed network operators are forced to look for new broadband technologies with new business model in order to enhance the core competence to face the challenge of future growth.
Fixed broadband transmission technology has been being significantly improved for last few years. Since 1997, ADSL transmission speed had been upgraded from 8Mbps up to today’s (year 2004/2005) 25Mbps with ADSL2+ standard. While VDSL2 technology had migrated to the level of 100Mbps. Due to the varieties of broadband technologies such as FTTH (Fiber to the home), 3G mobile, Wireless LAN, multimedia, digital content and integration of IT industry, many of innovative and integrated application services have been developing over the broadband network. Currently, the “Triple Play” service with integration of data, voice and video had been becoming more mature. These new types of service also make changes for the value network of fixed broadband communication industry. “Triple Play” also creates the possibility of new innovative services. And cause to the expansion of value network of whole fixed broadband communication industry with more sophisticated and complicated business model. The purpose of this research is to look for the business model of integrated fixed broadband communication industry. And analyze how to build the value net in order to develop the feasible solution and proposal of the business model.
This research uses the framework of value net of the theory of Co-opetition (Competition Cooperation) for analysis. Focusing on the study of new business model of fixed broadband communication services by using the latest related technologies, such as IP broadband network service, integrated VoIP & fixed phone service, VOD (Video on demand), MOD (Multimedia on demand), audio streaming service and video streaming service, etc. By using the concept of four dimensions of value net – customer, supplier, competitor and complementor to analyze the relation of value with fixed broadband operators. All these studies and analysis will result to find a proper solution of business model proposal to create more value for the firm and generate higher growth.

並列關鍵字

Triple Play ； Integrated Broadband Fixed Network Industry in Taiwan

參考文獻

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