網路電話(VoIP)新創營運模式之策略研究

Abstract

論文摘要

網路電話(VoIP)在今日，已經稱不上是什麼尖端科技，然而經過數年發展，隨著寬頻環境日益成熟，它無疑是當今通訊產業最具話題性的代表。近來Skype業者所創造的熱潮，看好的人認為它可能會是另外一個Google，看壞的人認為它沒有適當的獲利模式，頂多是另一波的網路泡沫化。本論文嘗試把網路電話的現有營運模式做一分類，將其區分為： 1. 傳統電信設備之取代，並以美國網通大廠Cisco等在電信運營商及市場之興起，以及美國有線電視運營商之進入電話語音服務市場為例，陳述網路電話為傳統電信業所帶來之改變。 2. 寬帶電話之申裝，陳述現在許多區域性ISP所行之商業模式，並特別藉由對「台瞻科技」之策略分析，評述台灣廠商擅長之ODM營運模式。3. 電腦軟體下載，特別針對Skype的營運模式做深一層之解析，並試圖瞭解其策略意涵。 4. 無線網路電話，探討經由無線寬頻的日漸普及，以及Skype等軟體業者將其平台擴展至行動運算平台，其可能對行動電話業者帶來之威脅。 最後，更以博祥網通公司為例，探討其在Skype強烈競爭威脅下，其所採取之策略性轉進之具體行動，最後並總結出： 1. 台灣廠商博祥網通，以及台瞻科技與國際知名廠商Skype之營運模式不同之處。 2. 網路電話之擴散可以Rogers之創新擴散模式推演之，在不同的技術採用生命週期應採取不同之策略。 3. 藉由重新定位，操作市場區隔及差異化策略，佐以策略聯盟之運用，建構出博祥網通新創之營運模式，及其策略創新之流程。

英文摘要 Thesis Abstract The Graduate Institute of Business Administration National Taiwan University The Study of Strategies of Innovative VoIP Business Models Although nowadays Voice over IP (VoIP) is not considered as a hi-end technology, but through many years of development and with the maturity of broadband internet, it is undoubtedly one of the most concentrated topics in the telecommunication industry. With the increase popularity in Skype telephony, those who favor the technology believe that it could become the next Google, others view it as just another internet technology quick flash due to its inadequate profit tactics. This article sort VoIP business operations into the following categories: 1. The replacement of traditional telephone (PSTN). Describe the impact of VoIP over traditional telephone telecommunication industry by looking at network management companies such as Cisco in the emerging telecommunication sector and markets, as well as the telephone voice services provided by U.S cable networks companies. 2. The adoption of broadband telephone. Describe the business models by many regional ISP vendors, and by analyzing especially on the tactic approach of Quantier Communication, Inc. give comments on the ODM business models that are favored among Taiwanese companies. 3. The use of software downloads. Trying to get a more detailed understanding of this business model by focusing on Skype. 4. Wireless telephone network. With the popularity of wireless networks and the shift of Skype extending its reach into mobile platform, discuss the possible threat it might bring to mobile business companies. Lastly, with the case of CaManGi Corporation, discuss the change in tactics and actions taken under the threats by Skype. This will conclude:

1. The differences in business operation models between CaManGi Corporation, Quantier communication and internationally well-known Skype. 2. The prediction on the spread of internet telephony, the tactics that should be taken under different product lifecycles under each technology. 3. With a revised marketing position, targeting at a different market segment and the use of tactic alliance, how CaManGi Corporation was able to structure an innovative business operation model and tactic flow.