摘要
IPTV服務是全世界電信業者關注的焦點，也是電信市場未來發展的趨勢，根據調查全球IPTV用戶數將從2009年的3千2百萬成長至2014年的9千8百萬。台灣電信業者，當然不能忽視這個趨勢，在台灣，中華電信於2004年推出MOD服務，但是投資報酬率卻不如預期。如何使電信業者推出之IPTV服務更具競爭力是近幾年來的熱門話題，本篇論文從IPTV的產業特性與價值鏈整體面向出發，藉由研究全球電信業者Telco IPTV產業之市場發展趨勢與歐洲、美國、台灣之發展案例，並研究消費者行為調查分析與中華電信MOD調查分析報告，透過安索夫成長矩陣(Ansoff Matrix)的分析，探索台灣電信業者在IPTV服務發展之成長策略。 根據我們的研究發現：為了在競爭激烈的網路影音市場脫穎而出，台灣電信業者必須以鞏固初期建立的市場為基礎，加強影音服務內容的「全面性」、「即時性」與「多樣性」，以高畫質頻道節目降低現有客戶的流失率並吸引新客戶的青睞；在價格策略上則從「平台」、「內容」與「時間」三個維度作考量，擬定出一個具彈性的價格方案，面對MSO (多系統經營者, Multi-System Operator)業者壟斷頻道內容來源的威脅，電信業者要以「利潤分享方式」與內容業者合作取得更豐富的內容，並以開放平台方式鼓勵內容業者經營頻道節目，降低經營風險，同時藉此吸引國內外優質新頻道的加入，創造新的用戶族群；另一方面，消費者永遠是服務的中心，「簡單易用」是拉近與消費者距離的第一步，所有服務設備與功能畫面都須依據使用者經驗(User Experience)加以設計。 寬頻網路是電信業者掌握的最大優勢，電信業者要善加應用，除了提供穩定、高效率的連線之外，還必須讓IPTV服務跨固網與行動網路整合，探索開發「四合一的新服務(Quad-Play) 」，擺脫地區的限制，讓消費者能在任何地點都能欣賞IPTV服務，藉此吸納行動客戶，將其納入IPTV的大家庭之中，以「無所不在、無時不能」的服務方式，積極開發客戶源。 數位家庭是近幾年新興的服務話題，強調「安全安心、舒適便利、健康照護、節能永續」的居住生活空間為消費者所追求，IPTV服務就是數位家庭服務的一環，經過幾年的努力，IPTV服務機上盒已進入消費者住家客廳，電信業者必須掌握這個優勢，提供延伸型終端設備將IPTV服務延伸至住家的每個房間；另一方面，也要利用現有機上盒「整合數位家庭服務」，滿足消費者對智慧生活空間的需求。 台灣約有750萬家庭，電信業者除了瞄準這些家庭用戶，以1對1的方式推動IPTV服務之外，還必須將市場帶到MDU (Multi-Dwelling Uint)集合式住家與飯店業，推動市場的成長。 IPTV服務是電信業者極力追求的電信加值服務，台灣電信業者只要掌握自我的特色，發展差異化的服務，整體來說，台灣Telco IPTV服務仍存在很大的成長空間。
並列摘要
Telcos are increasingly positioning their IPTV services as part of bundled broadband packages, and the services are gaining subscribers at a rapid pace. The number of global Telco IPTV subscribers is expected to grow from 32 million in 2009 to 98 million in 2014. The Telco IPTV service is the spotlight of telecom operators around the world. In Taiwan, the leading telecom operator, Chunghwa Telecom, started to offer multimedia on demand (MOD) services to increase his revenues of fixed line network since 2004. However the ROI of MOD is not as expected. How Telcos can stay competitive and make profit in IPTV service is discussing in these years. This paper uses Ansoff Growth Matrix to explore the growth strategy for Telcos in Taiwan by studying global IPTV market trend, industry value chain, consumer behaviors, and service cases in Europe, United States and Taiwan. We found that Telcos in Taiwan can differentiate, generate new revenue opportunities and pull subscribers away from competitors through offerings rich content. Content is known as the king for video entertainment service. To attract the new customers and reduce the churn rate, Telcos must provide diversity content and shorten time to market as soon as possible. In the other hand, the content must satisfy the needs of all family members. Most IPTV services are competitive price-wise. There are three factors – platform, content, and time – needed to be considered when developing pricing strategy. The MSO (Multi-System Operator) always have the advantage of owning content sources. To compete against MSO, Telcos can use "profit-sharing” strategy to encourage content providers providing rich content for them. Besides, Telcos might open his IPTV platform to encourage content providers as channel operators and get the win-win position. The IPTV service is user-centric. Users expect these applications to be very simple and intuitive to use—like their televisions, not their computers. Telcos should provide the usability and “plug-and-play” features that make IPTV service easier to set up and operate. Broadband network is the main advantage of Telcos to provide IPTV service compared with other Pay-TV operators. Telcos must employ this advantage to provide high definition program and explore the quad-play service by offering voice, data, video and mobile service. With this convergence service, customers can enjoy IPTV content anytime, anywhere with any device. Digital home service is the emerging topic in these years. With digital home service, people can enrich their life with featuring of safety, healthy, comfort, energy saving, peace of mind and sustainability. Telcos can expand their IPTV service by integrating the digital home service through IPTV set-top-box and expand their market position by proving IPTV service for MDU (Multi-dwelling unit) and hotels. By considering ways to grow via existing products and new products, and in existing markets and new markets, we found that there are great opportunities for Telcos in Taiwan to increase their IPTV revenues.
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