網路設備供應商開拓媒體產業之個案研究

Abstract

網路媒體傳播魅力十足，橫跨網路與媒體兩個實力雄厚的產業，讓資訊、電信、有線電視等來自四面八方的企業，個個都想要在這個新領域搶先布局，以圖稱霸。 雖然網路媒體在全球喊得響亮，目前發展還處於起步階段，專業的調查公司預測在2010年時，全球網路電視用戶達到7,200萬戶，屆時亞太區將占一半，主要以大陸市場的崛起最具代表，由於網路電視是家庭的新戰場，具有數位、上網的能力，有機會逐漸替代家中原有的電視機，因此是兵家必爭之地。 正由於現在是有意發展網路電視的業者砸大錢投資的時刻，今、明兩年是全球業者投入建設的關鍵時刻。因此不管是電信設備業者與資訊設備業者都要搶在這個時點掌握規格發展的主導權，未來才能在不斷擴建網路時，輕鬆獲利，目前正處於規格發展的戰國時代，因此資訊業者與電信業者都積極布局，戰況激烈。 A&L是家剛合併一年的跨國電信設備供應商，可是歐美傳統電信市場的萎縮與亞洲新興製造業者的強力競爭，A&L在電信市場上已經面臨生死存亡的關鍵。本文利用波特五力分析的架構來探討當下電信設備供應產業的環境，此外放眼於數位匯流之後，媒體傳播產業發生的變化，最後探討電信設備供應商在數位匯流之後，可以尋求跨足媒體傳播業與其合作建設寬頻基礎建設以直接掌握終端用戶。 A&L應該也要觀察電信產業與媒體產業之間的變化，趁產業結構在改變之際找出自己的新競爭定位。如果可能，A&L應該以市場領導的角色自居去塑造出一個有利的產業結構，主動去塑造產業結構，把所屬產業導向新的競爭方式，使得新的競爭方式改變五項競爭作用力，朝更良性的方向發展。

The proliferation of digital content -- along with the simultaneous expansion of digital marketing -- is creating both opportunities and threats for media and telecom players. During the period of the emergence of digital convergence, media and telecom firms also need to be aware of the potential for creative destruction that could arise from the new technology as well as the change of industrial environment. In this thesis, we take a global telecom vendor – A&L – as an example and use Porter’s Five Forces Model to analyse the transformation of Telecom Industry Environment and the emergency of opportunity from the digital content deliverying busienss. A&L is now facing challenges from the declining of market demand and the strong competition of new entrants from Asia. The emergency of the digital convergence open a new market opportunity to leverage the strength of A&L’s product and network integration knowledge to provide end-to-end solution and a chance to become the partner of the content creators who are finding ways to reach their end users directly. A&L shall have a deep look into the industry environment and define its own value proposition in the era of digital convergence and use its leading position in the telecom industry to drive a health industry environment in the coming digital content distribution business.