| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 100 === The primary object of this research is to systematically build the future scenario of internet protocol television service industry in Taiwan. Taking the telecommunication carriers as focal firm, we explore critical factors driving the possible changes of competitive situation strategic behaviors these players may undertake.
Our research started from the review of the history of digital TV industry in general. Then, we depicted the value chain of IPTV industry. We found that there are three major parties, i.e., Cable, OTT TV and IPTV, who maintain co-opetitive relationships along the industry evoltuion. Based on six-forces analysis, we further identified the process of internet protocol television services industry and its characteristics from which. We show that the carriers are relatively weak in bargaining with their suppliers and consumers, and they lost the first mover advantage versus their competitors. In addition, they suffered a moderate level threat from potential entrants and a low level of complementary asset specificity. We finally concluded several key features of the industry, including both open and closed service platforms stayed together, the users tended to follow their traditional approach to receive TV programs, and competition will come across boudnry, digital content and the system loop were critical complementary, as well as the value integration of platform would constitute high barriers to new entry.
With these analyses, we further identified two scenario variables, including the extent of deregulation of digital TV licence, and the extent of the telecommunication carriers’ willness to subsidize. Based on these scenario variables, two scenarios were established accordingly. We found that “thrid’’ scenario, which refer to the scenario that carriers faces that IPTV will be the priority of the governmental policy, receive the strong support from the interest group, and the number of household subscribers will increase steady, it would be the most advantageous to the carriers. Strategic suggestions based on such a scenario are also proposed.
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