5G時代電信業者經營模式與轉型研究-以台灣之星為例

Abstract

台灣行動電信市場開放民營至今近25年，因為用戶普及率超過100%，新用戶開發不易，吃到飽的費率成為主流，對電信服務市場的影響是快速下降的利潤亦減緩新服務的開發，過去獲利豐沛的電信藍海已成紅海。2020年被外界稱為「台灣5G元年」，目前台灣行動電信市場仍然在探索其商業模式與應用，找出 5G的殺手級應用來取得市場中的優勢，並試圖透過轉型來尋求企業的新契機。 由於行動電信市場具有快速、多變、高度競爭等特性，本個案研究以質性研究手法，透過次級資料的蒐集與歸納，並以產業五力分析、動態競爭及第二曲線等理論出發，了解台灣行動電信市場的市場競爭動態及5G發展轉型，並針對個案公司台灣之星的經營模式進行研究，探討其優劣勢來分析其經營思維與策略布局，最後針對產業及個案公司未來發展方式給予研究後之建議。 透過分析4G時期及5G開台初期業者的競爭，從中了解產業結構及業者在競爭中的優勢與劣勢；目前台灣的行動業者有「三大二小」，雖為寡佔市場，但因台灣人口僅2,300萬人，市場飽和且行動電信業者間競爭激烈，新進業者採用低價策略來吸引用戶成長，三大業者亦步亦趨。個案公司台灣之星開台經過六年，營運成績持續躍進，雖尚未獲利，但從大幅落後三大電信的起跑點開始，2017年晉升至電信第四，過程中帶來了市場有效競爭並運用創新思維大膽突破，在競爭激烈的市場中逐步站穩腳步。 面對5G新世代，本研究對於台灣行動電信產業提出之建議包括：（1）加速5G應用的尋找與嘗試（2）合作代替競爭，建立共同平台（3）建立企業第二第三曲線：多角化業務；亦建議個案公司持續擴大用戶數經濟規模，在保持獨立經營能力的同時，對同業整併則應採開放態度。

It has been 25 years since the e first privatization of the telecom industry in Taiwan. Due to the over 100% penetration rate, it’s really difficult for the operators to attract new users. Especially when the unlimited data plan becomes the mainstream in the industry, it results both in the plunging profit and the sluggish service development, which turns the profitable Blue Sea market into a Red one.The year 2020 has been regarded as the 5G Era in Taiwan; however, those major operators are still looking for new business models and striving to find the Ace 5G application to dominate the market and hopefully to also obtain a turning point for the business via transformation. The mobile telecom industry is a fast-changing and highly competitive business. Conducted with the qualitative research, the secondary analysis plus Porter Five Forces Analysis, Dynamic Competition and The second Curve, this study focuses on the competitive dynamics of the mobile telecom industry in Taiwan and its 5G development transformation. The business model of the case company T Star has been studied to analyze its business thinking and strategic deployment. Based on the pros and cons, this study will also provide the whole industry and the case company with the recommendations for the future development. With the analysis of the initial competition among these telecom operators during the period of 4G and 5G, this study penetrates the industrial structure and exhibit the advantages and disadvantages of these major operators.Currently in Taiwan, it has formed an oligopoly market with only 3 major telecom operators and 2 minor ones. Thanks to the small population of less than 24 million, the market saturation and the fierce competition among the operators, young operator tends to lower its rate to poach more customers from others, which ends up with an ugly price war engaged by the 3 major operators. T Star, the case company has been in business for 6 years with brilliant growth and performance. Significantly running behind the 3 major telecoms at the beginning, it caught up and secured the fourth place in 2017. Since then, it has gained the footing with its creative thinking and bold breakthrough ideas in this highly competitive industry. Aimed at the new 5G Era, this study has drawn the following conclusions as recommendations to the mobile telecom industry in Taiwan. (1)、to seek more opportunities and also accelerate the 5G application in Taiwan. (2)、to cooperate with other telecom operators and set up a mutual business platform instead of destructive competition. (3)、to build the second and the third curves and diversify their services Meanwhile, it is recommended that the case company T Star should keep expanding its users’ economic scale. When successfully running the business, it should also remain open to any cooperation and coordination in the industry.