台灣網通產業之寬頻產品市場競爭策略分析-以明泰科技公司為例

Abstract

網路科技日新月異，是個人獲取資訊的主要管道與企業的行銷利器，每一階段的技術創新都將帶來嶄新商業模式與更便利的生活方式。未來網際網路在"Everything over IP"的發展趨勢下，「頻寬」將會是未來發展的瓶頸。最近幾年，因寬頻接取DSL、光纖到家FTTH與WiMAX等技術漸臻成熟，家庭網路也因寬頻接取技術的突破發展下，將會有大幅度的成長，掌握全球市場的商機與寬頻產品的趨勢，將會是網通寬頻產業永續經營的策略與目標。 本論文專注於探討與分析台灣網通寬頻產業之產品策略規劃與營運行銷模式，並以專業網通公司明泰科技(Alpha Networks Inc.)為個案廠商，探討固網與無線寬頻產品於家庭網路中之應用趨勢、發展策略方向。對台灣網通OEM/ODM製造商而言，如何在寬頻接取技術快速演進的環境下制定公司的營運策略與產品規劃方向，我們歸納出兩大趨勢。其一是對於寬頻接取領先市場，由於多樣化的營運服務，將以整合VOIP、IPTV、DLNA與FMC行動通訊等加值服務功能之整合型產品為主。另一趨勢是對於新興市場，因應電信自由化才剛起步的經營政策，將以低價、速度快之接取數據功能型產品為主，以吸引廣大之上網人口，滿足現階段之需求。 在本論文中之個案研究部分，我們先探討未來之寬頻產業趨勢及營運模式，再採用SWOT與五力分析，了解個案公司與國內同業之競爭優勢比較及未來之機會。其次分析全球各地區之寬頻市場概況，再依據寬頻產業的接取技術功能面、全球地區市場面與產品未來之應用與服務面等幾個構面，來制定未來寬頻產品的規劃策略，以提供個案公司參考。最後再從藍海策略之觀點及分析個案公司未來寬頻產品的藍海市場，如家庭網路、醫療照護、安全監控與車用行動網路等市場。藍海對網通產業而言，就是新技術、新應用或新市場。以家庭網路為核心結合電腦、電視、網路通訊、數位內容及服務產業，任何時間、任何地點、任何人、隨時都能夠透過寬頻存取家庭網路享用數位化內容與服務。也就是從寬頻產業發展現況及產品技術分析角度，探討個案公司該產品未來方向規劃，發展之趨勢及競爭機會；再從客戶觀點出發，如何提高產品對客戶之附加價值、增加對競爭者進入之障礙、並持續保持產品競爭優勢。

Advances of modern network technologies have promoted personal information sharing and e-commerce. In each step of network evolution, new business models are invented and so are the new life styles brought by them. Since future trends reveal that everything will be over IP, we believe bandwidth will be a major bottleneck for the whole network society. In recent years, as broadband access technologies, such as DSL, FTTH and WiMAX, continue to evolve and become more mature, it is expected the market of home networking will also have a big growth. Therefore, the long-term strategies and goals of network industries will be how they can capture the global market and broadband product trends. In this thesis, we focus on the study and analysis of Taiwan broadband network industries in terms of their product strategies and business models. Taking the case of Alpha Networks Inc, a professional networking company in Taiwan, we study how this company defines its product roadmaps of fixed and wireless broadband product lines of home networks. For Taiwan networking OEM/ODM’s, we come up with two trends regarding company strategy and product roadmap definition under the fast broadband access technology evolution cycles. Firstly, for highly developed markets, operators tend to provide products and services that integrate VoIP, IPTV, DLNA as well as value-added services with FMC mobile communications. The second observation is that, for emerging markets, operators tend to provide ultra low-cost and cost-effective broadband modems as their mainstream products in order to build the infrastructure with lowest possible costs. In the case study of this thesis, we discuss new trends and business models of broadband industries. By using SWOT and Porter 5 Force analysis, we compare the strengths, weakness and potentials of Alpha and its competitors in Taiwan. Then, we analyze the current broadband market status in the worldwide. With the analysis, we propose our broadband product planning strategy as a suggestion to Alpha. The proposal is made with the viewpoints of broadband access technologies, global market demands as well as applications and services. From the perspective of Blue Ocean Strategy, we try to identify the Blue Ocean of Alpha’s future broadband product lines, such as home networking, healthy caring, surveillance and automobile networking. As to network industries, Blue Ocean itself represents a new technology, application and even a new market. Centered on the home networks, computers and TV sets can be combined together to provide digital contents and services to anyone at any place anytime in a family. In the end, we discuss Alpha’s roadmap planning and future opportunity from the angles of current broadband markets and technologies. In addition, we also discuss from customer’s point of view how Alpha can improve its add-on values and continue to stay competitive in the market.