電話號碼可攜服務下之競爭策略：以台灣行動電話市場為中心

Abstract

行動電話號碼可攜服務是近年來國際電信監理的發展新趨勢，過去用戶想要更換業者就必須更換號碼，不僅造成用戶之不便，也限制行動電話市場之競爭。台灣自2005年10月正式實施行動電話號碼可攜服務，截至2007年5月底止，已有128.7萬人次申請MNP的紀錄，然而申請MNP的用戶數不到全台用戶數的6%，相較於其他已實施MNP的國家來說，算是相當低的比例。 本論文嘗試先從法規面及新加坡、香港、韓國、澳洲實施之情形，探討MNP規範對於行動電話市場之影響，再從賽局理論分析各業者間所應採取之競合策略，最後再從網路外部性、鎖定效應、集中差異化策略等角度分析各業者間所應採取之行銷策略。 從MNP實施一年半間之統計，發現市場上各行動電話業者面對MNP實施之預期與結果有相當大的差異：有業者原先擔心MNP實施將造成用戶大量流失，後來用戶不減反增；有業者原寄望MNP實施可使用戶大幅成長，但結果卻發現成效有限。本論文將分析各業者所採取的競爭策略，並進而推演各業者未來可能採取之新的競爭策略。 由於台灣行動電話市場已形成「三大兩小」的競爭態勢，因此行動電話業者在面對MNP此議題上可以發現，基本上「三大」與「兩小」的角色是有所對立的，亦即三大業者採取保守消極的態度，而兩小業者則採取主動積極的態度。本論文研究發現，各行動電話業者對MNP所採取之策略，將影響MNP帶來的結果。MNP之策略對於行動電話業者是非常重要的，包括影響法規制定之策略、在賽局理論下同業間策略選擇，都將影響市場及個別業者之發展。但仍要點出的是，NMP是將用戶移轉之障礙排除，因此業者仍專注經營在本身有核心競爭力（core competence）的策略上，才是市場競爭中真正的「王道」。

To implement the Number Portability becomes the world-wide trend of the Telecommunication regulation policy. Before the MNP is implemented, if you change to another operator, you can not keep your original phone number, and a new phone number will be assigned to you. It is inconvenient for the subscribers and restricts the market competition. Taiwan implemented MNP in Oct. 2005. Up to May 2007, there are only 1,287,000 MNP subscribers, equivalent to 6% of mobile subscribers in Taiwan. The percentage is less than the other countries which have implemented MNP. The thesis analnyzes the impacts on the Taiwan mobile market, based on the MNP regulation and the MNP experiences in Singapore、Hongkong、Sourth Keora、and Australia. It also analnyzes the strategies for the ” three big” operators (Chunghwa Telecom、Taiwan Mobile、Fareastone) and the “two new “ operators (APBW、VIBO), based on the Game theory. Finally, it analnyzes the the marketing strategies for the operators according to the theories of Network Externalities、Lock-in Effect、Competiation Strategy、and Focus & Differentiation. There are some interesting findings after MNP has implemented in Taiwan. The dominant operator was very concerning the impacts of MNP, and supposed that its subscribers will switch (or port) to the other mobile operators. But, dominant operator’s subscribers actually increased. The new entrants supposed that their subscribers will increase when the numbering’s binding is removed. However, the subscribers porting to the two new operators are less than their expectation. This thesis reviews and analyzes the all the operators’marketing strategies cuurently, and comes out some recommadations for the operators. The mobile operators in Twiwan can be divided into two group, “three big players” and “two new players”. The MNP strategy between the two group are different. The group of “two new players” will promote MNP and the group of “three big players” will not. The different strategies will lead the market into the different result. The strategies of NMP is quiet important for the mobile operators, including the strategy of the regulation, the strategy of Game theory, and the strategy of marketing. However, MNP is just to remove the barrier of competition. The operators should still pay attention to enhance their core competences, to win the battle.