網路電視之產業競爭與應用情境分析

Abstract

網路電視為數位匯流下的新一代智慧型產物。在網際網路基礎建設已致甄完善時，數位內容以及眾多便民服務更能透過網路雲端傳遞及落實至消費者的手中。而當網路上的資訊爆炸、新科技導致新產品處處發芽的同時，軟硬體整合及新平台的串連則更為重要，網路電視及在此狀態中應運而生。網路電視是基礎結構上非常重要的平台，並將帶動未來內容服務及加值服務模式的創新發展。 本文探討數位匯流帶來的網路電視產業契機以及危機，藉由分析傳統電視之組成元素及時代變遷，導出網路電視之價值創造循環，並由個案分析、使用情境分析及科技分析分別探討產業之現況，最後導出未來電視的樣貌。終端裝置的品牌商戰爭已相當明顯，各家業者紛紛增加對生態體系中要素的掌握，以強化本身競爭優勢。 研究結果顯示，對於消費者而言，未來的「電視」不再只是傳統的電視機，消費者可以利用3D眼鏡及環繞音效、4D觸覺或嗅覺等感官效果體驗，加上語音及手勢操控更人性化的使用電視；此外，電視、電腦、電話的界線將愈來愈模糊。出門在外可以利用「行動電視」的方式，透過智慧型手機或平板電腦隨時收看最即時的節目；回到家中可透過網路搜尋無法按時收看的內容頻道；除此之外，更將可把電腦或智慧型裝置的內容傳送或投影到電視大螢幕讓全家一同觀賞，或者利用3D眼鏡使得客廳就是360度的電影院；此外更可同步與社群網絡之其他夥伴分享。電視將成為個人、家庭及社會的整合裝置。 本研究認為，在網路雲端基礎建設的完善下，未來消費者將持續增加以電腦、智慧型裝置收看頻道的比率，而客廳將成為娛樂中心。故電視機及終端裝置之品牌商應更專注於其顯示器之核心競爭優勢；而內容將源自網路或個人，消費者將以套裝購買，或內容免費但由其他加值服務收費。

Under the digital convergence, Internet TV is the smart products in the new generation. When the Internet infrastructure has been perfect, the digital content and many convenience services will go through the network and implement to the consumers. The information explosion on the Internet and new technology lead to new products boom everywhere at the same time, hardware and software integration and the new platform series is even more important, while Internet TV is coming. Internet TV is a very important platform for infrastructure; furthermore, it will drive future innovation and the development of content services, creating the value-added service model. In this thesis, the author firstly explores the opportunity and crisis of Internet Television for digital convergence. Secondly, analysis the components of traditional TV and the changes of times to create the value creation cycle of the television industry. Third, the author conducts the case studies, the use of scenario analysis and technology analysis to discuss the development of the industry to explore the current status of the industry. Finally the author found that the wars of brand terminal devices war had been clear, various companies have increased mastery of the elements of the ecosystem in order to strengthen their competitive advantage. In the end, we will define the definition of “Future TV”. The results show that Future 'TV' is no longer just the traditional TV set, consumers can use the 3D glasses and surround sound, or 4D sensory effects such as tactile or olfactory experience, coupled with more humane use of TV like voice and gesture control. Moreover, consumers can do anything through television and the Internet, including send and receive voice messages, play games, shopping, and transfer payment; the boundaries among television, computers, smart phones will become increasingly blurred. When you are away from home, you can take advantage of the 'mobile TV' approach, at any time to watch the real-time programs; When you are at home, you can see what you missed in a day by web surfing; In addition, the content in the computer or smart device will be transmitted or projected onto TV screen so that the whole family can watch together, share and synchronize with other partners in the social network. The TV will be an integrated device for individuals, families and the community. In the author’s opinion, in the future, customers will increase the usage of personal computers, tablet PC and smart phone to watch the video or channels under the perfect situation of Internet infrastructure; while the living room will become the entertainment center. Moreover, the firms of TV and the terminal device should concentrate on the core competitive advantage for its display more; the content will be derived from the network or individual, therefore consumers will be pay by demand, or the content is free but charge by value-added services.