5G將如何影響電信業國際化發展策略探討：以Orange S.A.個案為例

Abstract

1990年起全球開始電信自由化的政策趨勢，加上此產業新科技的產生及國際上新的商業模式竄起改變使用者行為，加速電信業面臨營收及獲利（EBITA）下降，電信業在各國多為國營獨占產業開始，但隨著WTO促使電信自由化的趨勢下，在民營化開放競爭後，在電信業者策略轉型的選擇上，許多歐美業者尋求國際化的擴展市場策略，尤其在歐洲藉著歐盟統一電信規格，加速併購的門檻或及靈活的行銷策略，成就數個相當成功的國際化電信業者：Orange S.A.（前法國電信）、BT、Telefónica…等等。本研究選擇以法國電信為研究個案的原因，因為其背景與台灣國營電信背景相同，在面臨開放的競爭下，訂定清楚的策略方向，其國際化的營收從1998年海外的營收占比9.3%提升到2018年的57%。同時在歐洲的電信業者中，英國及法國人口數相近，民營化時間點相近的前提下，近年Orange S.A.的營收表現超越英國電信，在Brandirectory Telecoms 300排名，2018年Orange S.A.的品牌價值USD22.21 billion排名世界第8，2019年品牌價值USD21 billion維持排名世界第8；2018年英國電信品牌價值USD11.49billion，排名世界第18，2019品牌價值下滑至USD8.31 billion排名世界第18。策略差異在於Orange S.A.持續國際化的營收成長奠定歐洲重要電信業者的地位。而面臨5G的來臨，電信業又將會有如何的洗牌效應。 本研究希望能應用Hax and Wilde的Delta model及Dr. Dunning的折衷理論探討Orange S.A.（前法國電信）於國際化上的發展歷程同時因應5G的開台後的產業未來。

Since 1990, the global policy trend of telecom liberalization, coupled with the emergence of new technologies in this industry and the emergence of new international business models to change user behavior, has accelerated the telecom industry’s decline in revenue and EBITA. In most countries, telecom started off as a state-owned monopoly industry. However, with the trend of telecom liberalization promoted by the WTO, after the privatization and open competition, many European and American companies have sought to expand their marketing strategies internationally in terms of the choice of strategic transformation of the telecom industry. Particularly, through the European Union’s policy of unifying telecom specifications, setting thresholds that accelerate mergers and acquisitions, and flexible marketing strategies, Europe has seen several fairly successful international telecom operators, such as Orange S.A. (formerly France Télécom S.A.), BT, Telefónica, etc. This study chooses France Télécom S.A. as the case study because its background is the same as that of Taiwan’s state-owned telecom. Faced with the pressure of open competition, it sets a clear strategic direction, increasing its ratio of international revenue from 9.3% in 1998 to 57% in 2018. Meanwhile, among European telecom operators, the populations of Britain and France are similar, and under the premise of similar privatization time, Orange S.A.'s revenue performance has surpassed BT in recent years. In the Brandirectory Telecoms top 300 ranking, the brand value of Orange S.A. in 2018 was USD22. 21 billion, ranked 8th in the world, and the brand value of USD21 billion in 2019 kept them at 8th in the world; in 2018, BT's brand value was at USD11.49 billion, ranked 18th in the world, but the brand value fell to USD8.31 billion in 2019, which caused them to drop to 18th place in ranking in the world. The strategic difference is that Orange S.A.’s continued internationalized revenue growth has consolidated its position of a leading European telecom operator. Facing the advent of 5G, what kind of shuffle effect will the telecom industry experience? This study intends to apply Hax and Wilde's Delta model and Dr. Dunning’s Eclectic Paradigm theory to explore the internationalization development process of Orange S.A. (formerly France Télécom S.A.), meanwhile forecasting the future of the industry after the launch of 5G.