行動電話業者之MVNO發展策略

台灣自從1996年電信市場自由化後，產生了許多新的民營行動電話經營者加入市場經營。在各行動電話經營者卯足全力建設、並透過電子媒體以行銷其品牌、各種費率、套裝服務內容、手機補貼等方案，讓消費者能感受到市場自由化開放的多樣選擇。其次，再加上行動電話因無線路的束縛，而使得消費者的通信更加方便與個人化。因此，台灣的行動電話持有率迅速的由1997年的6.9％，於短短6年中躍升到全世界第一的111％。然而在2G行動電話服務的蓬勃發展後，新的無線通信技術亦迅速發展，3G行動電話網路很快的在2004年加入市場，造成市場的競爭加劇。行動電話經營者在面對市場趨於飽和而網路供給面大於需求面時，各行動電話經營者該以何種策略來增加自己的競爭力，以面對市場的挑戰。 MVNO（虛擬行動網路運營商）這個概念於1998年起始於歐洲，由於其成功的經驗與創造雙贏的結果，不僅吸引了許多企業相繼投入，也讓許多行動電話經營者願意與之配合。至今在歐洲已經有了超過100家MVNO，而這種商業合作模式還在進一步擴張，由歐洲漫延到美洲、澳洲甚至亞洲。台灣的行動電話業務發展位於亞洲的楚翹，當然不可自外於這股潮流，但當行動電話業者面對此一潮流時，到底要選擇”與狼共舞”的合作策略還是”利益自享”的排斥策略呢? 本研究藉由國外MVNO之案例分析，以瞭解MVNO發展之環境因素，再以Michael Porter的五力分析法以瞭解行動電話經營者之競爭力分析，最後，找出MVNO成功發展之條件所在。本研究最後探討，以國內之市場競爭環境分析，是否適合MVNO之策略發展以及站在行動電話經營者之角度思考，如何找出其MVNO的發展方向、合作對象、與合作模式以增加其競爭力。

關鍵字

行動電話；MVNO發展策略；五力分析

並列摘要

Since 1996 Taiwan telecom market was liberalized, made more new private mobile operators to provide mobile service in the market. These operators devoted in network deployment and also through Electronic media to sale and promote their Branding, various tariffs, service package & offering, handset subsidy program,to offer consumers multiple choices which market liberalization brought about. Moreover, mobile’s wireless chacter eliminates the limitation by wire and enables more convenient and personalized communications to users. Therefore, the mobile penetration rate in Taiwan increases rapidly from 6.9% to 111% within 6 years since 1997. However, new wireless telecom technology develops quickly when 2G mobile service grew mature, and soon 3G mobile operators join the market in 2004 aggravating the competition. Namely, mobile operators are thinking about what kind of strategy should be taken to increase their competitive edge, to face the challenge of market saturation and the problem of network capacity’s supply over demand. The concept of MVNO（Mobile Virtual Network Operator）derived from Europe since 1998. The successful experience and win-win result of MVNO attracts many enterprises continually investing in it and make lots of mobile operators cooperate with willingly. There are over 100 MVNO operators in Europe up to now, and this kind of commercial cooperation model is developed from Europe to America, Australia, and even Asia. Taiwan acts a leading role in Asia mobile market development. As a member within this trend, what kind of strategy should we choose? Cooperate or Excluding? Now, this research below will bring apprehension of the MVNO environment factors through foreign example analysis; further is the competition analysis of mobile operators through Competitive Forces by Michael Porter and finally to find out the success matters of MVNO. The last part of this research is to examine if the domestic market environment is suitable for MVNO development strategy. And stand in mobile operator’s point view, how they find out their MVNO development direction, cooperation partner, and cooperation model to increase competitive edge in the market.