網路電視產業平台商業模式之研究

Abstract

在網路發展愈趨成熟且電視硬體推陳出新下，出現了結合兩者而具備互動性、即時性的新型態概念產品 - 網路電視(IPTV)。此一產品突破傳統有線電視的限制，以互動性為核心提供更多元的內容服務。因應IPTV特有的性質與定位，其產業結構中的角色關係將迥異於傳統電視產業，而商業模式也需重新檢視並有所改變。 在IPTV產業中，電信商掌握了傳遞內容服務的寬頻網路以及終端用戶，居於整個產業中的關鍵位置。本研究主要的目的在檢視電信商在IPTV產業中的定位與策略，並根據產業發展趨勢，以系統性的分析提出電信商在產業中合適的商業模式。 本研究首先歸納出IPTV產業之成功關鍵因素，包括：內容服務的掌握、快速擴張建立標準、通道及消費者需求的掌握等，接著指出電信運營商需要能確保其資源充足，以面對發展初期之價格競爭，以擴大用戶之規模，進而提升運營商在產業之有利位置，以幫助期後續內容服務的取得與發展，進而創造差異化並產生真正的價值。本研究也發現正確的商業模式應該要能促使相對應的顧客群相互作用，直接或間接地產生網路外部性而創造最大價值，且IPTV之運營除依平台性質建立合適的商業模式外，更需仔細處理不同功能平台間的關係，確保平台參與者彼此調和且其互動皆能創造正面價值。

The growth of internet infrastructure and the evolution of TV technology bring up the new concept of television with real-time interactivity - Internet Protocol Television (IPTV, hereafter), which exceeds the limitation of traditional TV in providing rich and interactive content services. Based on the attributes and the role of IPTV, designing proper business models would be critical for the future success of major contenders in this emerging industry. Telecom operators, which own the broadband network and the customer base, would play a significant role in the IPTV industry. This research attempts to systematically investigate the structure of the industry, and then focuses on analyzing the position and strategy of IPTV businesses from the perspective of telecoms. The IPTV operators would not be the only channels for delivery, but turn out to be platforms that facilitate the interactions among all the participants. The business models of IPTV service platform are also the focus of this thesis research. Undertaking qualitative approach, we analyze the basic conditions and structure of IPTV industry which come up with a list of key success factor that include key resources on hand, time-to-market deployment, standards, control of delivery channels and the demand of consumers. According to the analysis of the IPTV business models, the key to maximizing the value depends on the proper business models that can facilitate the direct or indirect network externality among ecosystem players. Operators should also take care of the relationships of the platform’s different functions to keep all the participants interact properly to maximize the overall value on the platforms.