5G時代電信業者的服務模式:以台灣大哥大為例

Abstract

臺灣電信產業自政府開放發展至今已歷時將近四十年，時至今日，此寡占市場演變為共有五家電信商：中華電信、台灣大哥大、遠傳電信、台灣之星以及亞太電信。隨著4G服務於2014年正式商轉，縱然帶給消費者更快更穩定的網路體驗，也因此，即時通訊軟體亦隨之崛起，快速成長；消費者不再依靠傳統語音電話，轉而使用網路通話，進而造成電信商的獲利減少。 另一方面，5G預計將於2020年商轉，本論文使用Business Model Canvas、Porter’s Five Forces Analysis以及Value Chain Management等架構探討現行電信業者的商業模式，並借鏡美國、韓國等國家已展示的5G相關應用，針對臺灣電信三雄檢視其擁有的資源以及消費者訪談結果，提出對個案公司的建議商業模式。 著眼於5G的網路特性，本研究對個案公司提出三個建議模式，分別跟通勤停車、運動賽事以及增進購物體驗相關。旨在建議個案公司跳脫現行商業模式，進行跨產業的合作亦做出差異化。

It has been four years since the introduction of 4G technology in Taiwan. During this time, we experienced an increasing trend of instant message applications. With benefit of convenience in more communication methods, users are less willing to continue using traditionally voice-based communication. It directly causes decreasing revenue and diminishing role of telecommunication carriers in the industry. To maintain the existing market domination, carriers will have to face the challenge and plan with corresponding strategies beforehand. With imminent launch of 5G technology, the objective of this study was to ultimately recommend service models for the case company. The study would investigate the current situation and business model of the industry as a basis for feasible 5G service. Then, the interview was conducted to explore users’ understanding of 5G technology. The result of the study included three suggested models for the carrier to utilize resources and stand out in the industry.