智慧型居家服務產業分析與運營商之平台策略研究

Abstract

隨著電子與通訊技術的逐漸聚合，以一個智慧型載具控制家中系統、保全與多元應用服務的願景，逐漸變成可能，也因而創造出智慧型居家服務產業的潛在商機。其中電信運營商因掌握了寬頻線路，亦即各項加值服務入戶之管道，因此，在整個產業中扮演舉足輕重之角色。本研究試圖透過有系統的方法，釐清此一新興市場中的供需關係，並分析此產業中的競爭特質，更進一步分析電信運營商於產業中之角色，以及其於產業中所應採取之策略。 為達到上述研究目的，本研究採取定性研究的方法，針對智慧居家服務產業中各廠商之現況與發展進行整理，並特別聚焦於電信運營商於產業中的競爭策略。本研究以五力模型分析產業結構，並進一步歸納產業成功關鍵因素，再從電信運營商之角度出發，以價值網為分析工具，整理電信運營商於產業中之競合策略，並依平台策略之觀點，提出適當的策略建議。最後，本研究分析中華電信的營運模式與策略，進而對其他電信運營商提出策略建議。 本研究歸納出此產業之成功關鍵因素，包括對市場需求之應變能力、對該產品消費者網絡之大小、以及產品通路之掌握等。電信運營商因握有廣大寬頻用戶及寬頻布建之工程經驗，無論對一般消費者或是建商這兩種顧客，在布建產品通路與消費者網絡之推動上，皆較其他市場上之廠商居於有利的地位。我們透過對電信運營商的價值分析，發現互補者對運營商提升顧客願付價格扮演關鍵角色，運營商除了需加強與互補廠商之結盟關係，更需將原本處於競爭位置的廠商轉化為提升顧客價值之互補者。此外，電信運營商也可藉由過去承包工程經驗，向上做系統整合，以提供建商完整之解決方案。最後，我們建議電信運營商之策略，可依產業成功關鍵因素及自身特有資源，朝完整通路布建、互補者之結盟以及垂直整合三大方向發展。

The convergence of the technology of electron and communication makes a smart device including home automation, security and multiple application service possible and potentially creates a smart home service industry. The telecom operators which own the broadband business and control the channel of application service would play a significant role in this market. This research attempts to systematically investigate the demand-supply relationship of the market, and then focuses on analyzing the extent that of the operators can apply platform strategy to create their competitive advantages in this industry. This research used qualitative approach to analyze the basic conditions and industry structure of internet-based home service (IPHS) industry. Our analysis pays special attention to the competition faced by the operators. We then use value net framework to outline competition and cooperation alternatives for the telecom operators, upon which our strategic suggestions are based. Finally, we took Chunghwa Telecom as a case for further strategy analysis. We found that the key successful factors in the IPHS industry include responsiveness to the market needs, the consumer network of the product and the extent of channel control. Telecom operators who own a large body of broadband users and the prior experiences of broadband construction would possess the relatively advantageous position in the market which enables operators to build product channels and consumer network rather easily. Based on the value net analysis from the operator’s view, we found that the complementors would play a key role to strengthen the customer’s willingness to pay. Strategically, operators should strengthen their ties with complementary firms and turn competitors into complementors if possible. In addition, operators could leverage their engineering experiences to become a system integrator and even offer total solution to the builder. Finally, we offered strategic suggestions for operators.