資安業者在中小企業市場競合關係之探討：趨勢科技個案研究

Abstract

過去幾十年來資訊環境變化迅速，資安威脅也不斷推陳出新。在幾次資訊環境大翻轉之際，能把握住機會的資安業者才能取得市場領先的地位。一般而言，根據使用者人數及使用需求，業者會將其客群區分為個人消費市場、中小企業市場和一般暨大型企業市場。隨著個人消費者使用平台以及習慣的改變，個人消費市場普遍萎縮，而一般暨大型企業的轉換成本很高，在群雄並起的企業市場，對每一家資安業者來說，版圖的擴張皆是硬仗。中小企業介於個人消費市場與一般暨大型企業市場之間，雖然單一客戶的營收貢獻不高，但為數眾多且仍具有一般企業的特徵—亦即願意投資在資安產品上以確保企業運作，若是能夠有效掌握這群用戶，對資安業者來說會是相當有潛力的市場。 波特的「五力分析」長久以來為產業分析的主流工具，是偏向「零和」競爭模式下的靜態分析，然而企業的運作卻是動態的，競爭其實是與對手之間來回的攻防。另一方面，在商業生態系統主導企業經營的時代，企業間的競爭與合作的界線也日益模糊，既競爭又合作的競合（co-opetition）關係已經是事業發展的常態。「競合策略」與「動態競爭」是兩套從企業本身的觀點出發，探討競合關係與動態運作的理論，本文嘗試以五力分析一窺資安產業的全貌，再以競合策略的價值網模型探索個案公司在中小企業市場的生態系統，並以PARTS架構研究改變賽局的可行性。接著，以動態競爭理論中的MC-RS和AMC模型分析改變賽局的可行性選項的攻防行為，最後再以鑽石模型提出擬定策略的建議。

As the digital environment has changed quickly, the threats to the information security were also evolving very fast. Only can the vendors with a firm grasp of the change to the IT infrastructure hold the leading position in the market. In general, the endpoint security market is divided into 3 segments: consumer, SMB (small and mid-sized business) and enterprise. The consumer segment keeps shrinking due to the platform and user behavior changes. The brand preference and switching cost of security products make the security vendors very hard to expand their territory in the enterprise and VLE (very large enterprise) segment. However, though the revenue contribution from individual SMB is not significant, SMB in between can be a very potential segment. SMB customers, like enterprise, is willing to pay for information security but have less brand preference and switching cost. In this thesis, Porter’s five forces analysis was used to delineate the general landscape of the endpoint security industry. Value net from the concept of co-opetition was applied to discover the ecosystem in the SMB market while PARTS framework was used to discuss the possibilities of changing the competition game. MC-RS and AMC models from competitive dynamics theory were used to analyze the options that can change the game. Finally diamond framework was applied to propose the strategy.