- 學位論文
Competitiveness and Opportunity of Power Line Communication in Broadband Access Service in Taiwan
Competitiveness and Opportunity of Power Line Communication in Broadband Access Service in Taiwan
並列摘要
Thesis Abstract Graduate Institute of Business Administration National Taiwan University Name : Shiann-Chang Yeh Month/Year : January 2006 Advisor : Professor : Jong-Tsong Chiang Professor : Yea-Li Sun Competitiveness and Opportunity of Power Line Communication in Broadband Access Service in Taiwan This study is to investigate the competitiveness and opportunity of new but matured technology, i.e., power line communication, to be the alternative of broadband access service in Taiwan. Taiwan’s broadband access service penetration rate is ranked as one the leading countries in the world. However, In terms of competition, the broadband access service is almost monopolized by ChungHwa Telecom ADSL even there are three telecom operators, TFN, Sparq and APT, competing with ChungHwa Telecom. Unlike the mobile telephone service, there is none of the operators who can dominate the market of mobile telephone service in Taiwan. The market share situation for broadband access service and mobile phone service are appearing in such a significant difference in Taiwan although both mobile telephone and broadband access services are operated by the same conglomerate, respectively. Such phenomenon is very contradicted with the free market mechanism in Taiwan. From the perspective of competition and consumer benefit, if current monopoly of broadband access service in Taiwan by ChungHwa Telecom could be broken down by introduction of new technology as well as new business model, the environment of really complete competition may be formed which in turn will create more consumer benefit and enhance operators’ competitive edge from the view point of international business operation. This study is based on the framework of Michael Porter’s five force competition to investigate the competitive advantage of different scenarios of power line communication business model against ADSL in broadband access service. The outcome could be used as a reference of business model on broadband access service for current fixed telecom network operators and Internet service operators in Taiwan. Of course, what is more important is to enhance Taiwan society competitive edge internationally. There are eleven chapters in this thesis. Chapter one is to highlight some proposition of this research including motivation, direction, objective, scope and limitation. In chapter two the corresponding management theories used as the base of research the beginning, is briefly described. The research methodology on this thesis title is explained in chapter three. In chapter four power line communication technology is introduced. Furthermore, the potential modeling for broadband access service by power line communication is given in chapter four, too. Then, a quick overview of current broadband access service in Taiwan is dictated in chapter five from the view point of market share and a qualitative analysis on ChungHwa Telecom monopoly in Taiwan broadband access service is also given in this chapter. Whether power line communication is competitive in broadband access service, the analysis is given in chapter six. In this chapter three potential business models based on the technology of power line communication run by Taiwan Power Company and the three telecom operators is also proposed. Taiwan Power Company play the role of either network service operator or access network operator. For the former business model Taiwan Power Company directly provide broadband access service to consumers by the technology of power line communication over the existing electricity grid. For the latter business model Taiwan Power Company base the technology of power line communication and deploy the infrastructure of last mile over electricity grid and then lease the infrastructure of last mile to the three telecom operators. For the third business model, Taiwan Power Company just lease the infrastructure of power line and the three telecom operators could play role of either telecom operator and Internet service provider or telecom operator only. With latter case, the role of Internet service provider is played by other 2nd class telecom operators like Seednet, So-net, etc.. In terms of cost and service, the competitive edge of these three power line communication business models are calculated and described, respectively. In the meantime it is also calculated for ADSL. All these work is shown in chapter seven. Then, summary of comparison is made in chapter seven and eight, respectively. An analysis of industry of broadband access service based on Michael Porter’s five forces is given in chapter nine. To make the analysis more complete, a supplementary description from the point of view of Michael Porter’s five force is given in chapter nine. By applying the concept of game, a detail analysis of competitive strategy for the scenarios of both business models is given in chapter ten. Since Taiwan Power Company have not yet involved the broadband access service by the technology of power line communication, the analysis work in chapter ten is based on proposition of a proposed business plan. Although it is just a proposition, the outcome could be used a reference when Taiwan Power Company and the three telecom operators do consider the broadband access service by the technology of power line communication. Finally, a conclusion of this research is made in chapter eleven. The conclusion of this research can be summarized as follows. (1) The monopoly by ChungHwa Telecom in Taiwan broadband access service is due to monopoly of last mile of telephone subscriber loop by ChungHwa Telecom and restriction of local government administration regulation. (2) TFN, Sparq and APT lease the last mile of telephone subscriber loop from ChungHwa Telecom under un-fair rate (3) Power line communication is really matured in commercial deployment for broadband access service from the view point of consumer (4) Either Taiwan Power Company play the role as the network service operator to directly provide broadband access service to consumer by the technology of power line communication over existing electricity grid or Taiwan Power Company play the role of access network operator to lease the facilities of last mile with power line communication over electricity grid to the three telecom operators as well as the 2nd class telecom operator like Seednet or Taiwan Power Company play the role of provider of power line facilities are all competitive approaches to compete ChungHwa Telecom ADSL broadband access service. (5) Proposal of item 4 above will make Taiwan broadband access service market return to the normal track of complete competition which not only benefits the consumer but also create a fair and beneficial competition environment.