電子書閱讀器產業之競爭策略分析：情境分析法之應用

Abstract

電子書閱讀器在iPad及平板電腦未出現前，以電子紙為主的閱讀器是電子書閱讀的主流產品，但在iPad及平板電腦出現後，電子書閱讀器面臨強大的競爭威脅。面對未來競爭的不確定性，電子書閱讀器是否能主宰閱讀器市場，抑或證明只是過渡期的產品，是個值得深入探討的問題。 本研究選擇電子書閱讀器、平板電腦裝置兩大陣營作為分析對象，先以產業分析探討電子書閱讀器業者所面對的技術發展與產業環境，同時探討數位內容業者所扮演的角色，對電子書閱讀器業者未來發展所造成的影響。除了對產業現狀進行了解外，本研究利用產業情境模擬分析法，建構未來產業可能的產業情境，並加以分析，對電子書閱讀器產業內的主要廠商，提出以下的策略建議： 一、對於電子書閱讀器的品牌業者的策略建議: 兩面下注 對於Amazon和B&N兩品牌業者而言，他們對於電子書閱讀器相關的電子紙技術及硬體的設計開發，並不需投入資源與設備投資。在面對平板電腦的興起與彩色化的需求，品牌業者很明確地可以兩面下注，吸收各種不同需求的客戶。對於需要優越閱讀感受的客戶，業者可提供電子紙式的閱讀器。而對於需要多媒體功能的消費者，業者可提供以LCD顯示的閱讀器或平板電腦。 二、對於電子紙業者的策略建議: 保留彈性 iPad及平板電腦的興起，電子紙業者受到極大的衝擊與不確定性，而其投入龐大的資金與技術開發，使得此類業者有很高的退出成本。因此建議此業者對於新技術開發與投資應保留彈性，以目前擁有的技術和資源，降低成本，提升競爭力。待情勢明朗後，再作出對自己有利的決策，以降低不確定性的風險。 此外，由於我國擁有豐富的電子紙專利，並擁有完整的產業供應鏈，若有優異的產品策略及商業模式，勢必能在此產業競爭中脫穎而出。

Before the launching of iPad and Tablet PC, e-ink based e-reader is the dominant reading device for e-books. However, e-reader has faced strong competitive threat since iPad entered into the market. Facing future uncertainty, whether e-reader could maintain dominance in the e-reader market or just a transitional product is a critical issue that is worth for further research. The present study selects e-reader and tablet PC as targets for systematic analyses. In the first part, we analyze the industry structure and the technology development of the e-reader industry. In the meantime, the study also reviews the role that the digital content providers play in the e-reader industry. In addition to studying the e-reader industry, we apply the scenario analysis method to analyze the future development and structure of the e-reader industry under which potential contenders can formulate their strategies. Based on scenario analysis, we suggest the following strategic alternatives for e-reader companies. For the e-reader brand companies， the study suggested these companies can invest and develop both e-paper based and LCD based e-reader or tablet pc to attract different targets of customers. However, the e-paper manufacturers are under severe impact and uncertainty due to the debut of iPad and tablet PC. The huge capital investment and technology development make these businesses have high exit costs. The study suggested that this industry for new technology development and investment should remain flexible and conservative until the situation is clearer. As Taiwanese companies preempt substantial number of patents of e-reader technologies and have competitive industry supply chain, these companies shall maintain competitive edge in the e-reader industry if their strategies are right.