| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 104 === Over the past few years, Taiwan telecommunication market had the tendency of saturation and declined in revenue. Therefore, all the telecommunication companies attempt to explore the 2G, 3G, or 4G broadband markets with the so-called “Blue Ocean Strategy”. Only by developing new services, creating user’s new demands in mobile broadband market, telecommunication companies can maintain their
revenue momentum.
This study firstly reviews the relevant technologies from many documents and literatures. From the related researches and working experience of author, this study summarizes the key success factors (KSFs) of the broadband market. Secondly this study discusses the KSFs with the field experts to come out the final KSFs framework. After conducting a survey by questionnaire, this study then adopts the AHP (Analytic Hierarchy Process) methodology to analyze the realities in Taiwan’s telecommunication industry. The findings in this study are listed
as below：
1. “Market factor” is the most important dimension among the principal influence aspects, accounting for 43.52%. Followed by “technology innovation”，which accounts for 43.05%. Consequently, the experts believed that the importance of “market factor” and “technology innovation” is relatively high among the KSFs of mobile broadband
market.
2. The sequence of the key success factors is “Coverage of mobile broadband network” (18.85%), “Price Acceptance ” (18.64%), “Customer service system” (9.51%), “Reliability of the transmission bandwidth” (8.95%), Customer Channel system (8.66%). These top
five KSFs account for the weight over 64.60% in total.
3. As anticipated, “coverage of mobile broadband network” is the most important factor. It is a challenge for the telecommunication companies to build up a complete network. It also indirectly
influences consumers’ willingness to adopt the products.
4. “Price Acceptance” is thought to be the second factor. Under the low degree of product differentiation among the telecommunication companies, price used to be the key criteria to choose for the
customers.
5. Compared to other main aspects (dimensions) of KSFs, the importance of “Social and political environment factors” is relatively
low (13.45%).
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