行動數據服務營運商之關鍵成功因素模式與競爭策略

Abstract

本論文針對台灣行動數據服務營運商，分別從總體環境、產業構面及用戶需求構面，去分析各構面因素對本產業之兩大營運目標<行動數據服務用戶數>及<行動數據服務人均營收(ARPU)>之影響，然後提出本產業之關鍵成功因素模式為營運商根據各自企業之資源及能耐，採用營運構面之各項策略活動去滿足用戶構面的功能性、便利性及經濟性需求，以激勵行動數據服務用戶數及ARPU的成長。 其中，用戶功能性需求包含內容面(眾多滿足客戶需求的手機服務及內容、整合Internet及其他媒體的服務)及網路面(移動性、足夠含蓋率、充裕上網頻寬、良好網路品質)；便利性需求包含方便的操作介面、相同用戶端裝置(CPE)可通話及上網；經濟性需求包含便宜的費率、多選擇的CPE。 營運構面的十大策略活動則包含調降費率、網路擴充及擴頻、加強數據網路網管維運、擴充數據服務平台、增加合作的內容/服務供應商、補貼CPE、客製化CPE及服務內容、搭售行動通話服務、綁約減少退租、廣告行銷。 最後本研究將台灣行動數據服務營運商根據其所持有之電信執照分成五個策略群組：同時擁有行動網/固網/WiMAX網路的營運商、同時擁有行動網及固網但無WiMAX網路的營運商、同時擁有行動網及WiMAX網路的營運商、單純擁有行動網的營運商、新進單純擁有WiMAX網路的營運商，分別進行SWOT分析後，提出競爭策略之建議。

This thesis analyzes the influences of each factor from macro environment, industry aspect and user need aspect for the two major goals <To increase the number of mobile data service users> and <To increase the Average Revenue Per User of mobile data service> for the mobile data service operator industry in Taiwan. Then, it proposes the model of key success factor for the mobile data service operators: “a operator, based on its resources and capabilites, needs to adopt the key strategic activities to fulfill users’ requirement in functional, convenient and economical aspects in order to simulate the growth of the number and the ARPU of mobile data users”. The users’ functional requirement contains the content part (the rich services and contents for mobile handsets, services integrated with Internet and other media) and the network part (mobility, coverage and quality). The convenient requirement contains the friendly user interface and the unified CPE capable for talking and mobile data access. The economical requirement contains the cheap rate plan and the mutiple choices of CPE. The 10 strategic activities in operational aspect are to decrease the service fee, increase the base stations and expand the bandwidth, to enhance data network management, to expand service platforms, to increase the cooperated content providers and service providers, to subsidize the CPE, to customize CPE and content, to bundle mobile data service with mobile voice, to lock in users with service contract, and the advertisement. At last, the thesis categorizes the ten mobile data service operators in Taiwan into five strategic groups: the operatos with mobile/fixed/WiMAX networks, the operators with mobile/ fixed networks and without WiMAX network, the operators with PHS/WiMAX networks, the operators with only 3G network, and the operators with only WIMAX network. Then it makes SWOT analysis for each strategic group, and finally comes out the competitive strategy suggestion for each strategic group.