推陳出新 - 智慧型電視產業平台經營策略之探討

Abstract

電視產業在科技產業中發展相當久遠，已經有將要一百年的歷史。但在電視的發展史上卻是一直推陳出新，從早期單純的類比和數位電視，不帶任何的特殊功能，也就是所謂的JTV (Just TV)。到後來逐漸開始有電視盒以及IP TV出現，各種加值服務逐漸開始進入人們的世界中，而近十年來，將電視盒的服務直接併入傳統電視的智慧型電視 (Smart TV) 開始蓬勃發展，直至今日智慧型電視已經佔了全球出貨量的九成左右。而智慧型電視的經營模式，也從傳統的線性價值鏈，逐漸平台化以及生態系的方式去發展，探討這個傳統產業的新穎經營模式，平台中中心廠商的思維和策略，每一個參與者的發展策略等等，這些都是值得研究並討論的議題。 回顧先前的研究，我們發現目前尚未有研究是針對智慧型電視的平台做一個全面性的探討，在本論文中，我們會探討平台的各種商業模式，也會提出平台的中心OS (Operation System)廠商的競爭策略和優勢，另外我們也會提出個別公司，包含Google / Amazon / Roku 等的策略行為，藉以分析它們的成功模式，最後也會提出本研究對於平台模式的觀察。希望藉由此份論文來完整討論智慧型電視的平台生態系，並能洞見下一個趨勢。

The television industry has a relatively long history in the industry, with almost 100 years of development. However, in the history of television development, there has been a constant stream of innovations, from the early simple analog and digital television, which did not have any special features, known as JTV (Just TV), to the gradual emergence of set-top-boxes and IP TV with various value-added services that have entered people's world. In the past decade, the development of smart TVs, which directly integrate television box services into traditional televisions, has been booming. Today, Smart TVs account for about 90% of the global shipment volume. The business model of smart TVs has also gradually evolved from traditional linear value chain to platform and ecosystem-based development. Exploring the novel business models of this traditional industry,the thinking and strategies of the players in the platform, and the development strategies of each participant are all worthy of research and discussion. Looking back at previous research, we found that there has not been a comprehensive investigation into the platforms of smart TVs. In this paper, we will explore various business models of the platform and present the competitive strategies and advantages of the central OS (Operation System) manufacturers of the platform. Additionally, we will propose the strategic behaviors of individual companies, including Google, Amazon, Roku, etc., in order to analyze their successful models. Finally, we will present the author's observations on the platform model. It is hoped that this paper will provide a comprehensive discussion of the platform ecosystem of smart TVs and discover the next trend in the TV industry.