企業客戶採用IP-VPN/MPLS網路意願與行銷策略意涵之研究

Abstract

Larry Downes and Chunka Mui在Unleashing the Killer App：Digital Strategies for Market Dominance一書中指出：殺手應用是指足以改寫整個產業規則的新產品或服務，由於結合了科技與創意，所以能迅速獲得消費者的青睞，進而創造出驚人龐大的新市場。所以台灣經營之神王永慶先生固守傳統產業，但他卻發現苦心經營數十載的企業，擁有數以萬計的員工，幾年之間被台積電、聯電、廣達等電子產業給比了下去。傳統的金融業者，不到幾年的光景，就不得不依附於名震全球的萬事達卡(Master Card)與威士卡(Visa Card)之下！同樣的許多傳統經營賣場展示個人電腦時，也未曾想像到Dell公司能夠利用網際網路就把個人電腦賣得出去，每天透過一個叫www.dell.com的網站就可以賣出價值逾200萬美金的電腦系統。而原本默默無聞的數據設備供應商Cisco，幾年下來就使得電信產業的供應商叫苦連天，而不得不調整經營策略。 3Com 創辦人梅特卡夫(Metcalfe)就認為一個商業產品的價值隨其使用者人數而遞增，具體而言，與其使用者人數平方成正比。Cisco因為不斷的創新產品的價值，從客戶端推出有別於電信網路不同加值應用服務設備，企業客戶採用的比率逐年增加，當Cisco的客戶數通過臨界轉換點後，Cisco產品價值就改以指數比例成長，擾亂了原有的市場；逼得Lucent、Alcatel、Nortel等電信大廠不得不調整產品的方向。行動電話的競爭也是如此，我國在1997年開放的行動電話業務也是如此；中華電信行動電話業務的主要競爭者台灣大哥大2000年廣告預算投入了66.9億、遠傳44.9億、和信29.3億。都是希望能通過客戶數臨界轉換點，創造出以指數成長的客戶數，果不其然行動電話的客戶數從1998年一月突破500萬用戶數後，1999年一月持行動電話之使用者以直逼中華電信之市話用戶數近1200萬用戶，到了2002年2月全台行動電話使用者已超過2200萬用戶，趨近於全台的人口數。而其營收數以占我國主要電信業務營收之54.25%，超過1700億元。 2000年五月台灣固網、新世紀資通、東森寬頻三家民營業者取得固網執照，並在2001年三月正式開跑，其競爭策略就是跳過傳統窄頻市場，直接訴諸於寬頻市場的競爭。業務範圍涵蓋了語音數據影像視訊多媒體或其他性質訊息之通信，而其中寬頻IP-VPN/MPLS網路的建置是影響層面最廣的關鍵，也是網路生態變化的基礎及商機所在。 本研究以企業客戶為對象做IP-VPN/MPLS採用意願市場調查，並以其結果對中華電信提供行銷策略之建議。另本文有部分內容以(略)處理，後續研究者，如有需要請逕洽作者。

Larry Downes and Chunka Mui indicated in the book of “ Digital Strategies for Market Dominance” that Killer application is the new product or service that could fulfill the consumer needs and create a tremendous market because of combining technology and creativity. “The god of management in Taiwan” – Mr. Wang Yong-Ching insisted to focus on traditional industry. However, the business lost its leadership because of the high – tech companies such as TSMC, UMC and Quanta. The traditional finance companies have to cooperate with international companies such as Master Card and Visa Card. The traditional computer companies could not imagine that Dell could sold computers system with over US$2 million by website. Cisco made the suppliers in the telecommunication industry adjust the management strategy. Metcalfe - the founder of 3Com indicated that the value of the product would increase with the number of users. Cisco continuously creates the value of its products. It provides the valued-added application service equipment that differentiates with telecommunication network. Therefore, the business users are increased dramatically. When the number of Cisco’s users was over the transition points, the product value grew rapidly. Lucent, Alcatel and Nortel were forced to change their products. It’s the same case in cellular phone industry. The cellular phone market in Taiwan was open in 1997. The major competitors of CHT(中華電信) invested a lots in advertisement. For example, T.C.C.(台灣大哥大) spent NT$6.69 billions. FET(遠傳)spent NT$4.49 billions. KGT(和信) spent 2.93 billions. They would like to increase the users number over the transition point and create the increasing rate of exponential growth. There were 5 millions cellular phone users in January 1998. It was up to 12 millions in January 1999. It was over 22 millions until February 2002, which is closer to the population of Taiwan. The revenue of cellular phone is over 170 billions which is 54.25% of the total telecom revenue of Taiwan. Taiwan , Sparq and EBT(東森) got the fixed network license in May, 2000. They started their business in March 2001. Their competition strategy focused on the competition of broadband market, not the tradition narrowband market. The business area contains voice or data or multimedia. and other message service. The critical part is about IP- VPN/MPLS that is the basis and niche of network market. This research surveyed the adoption of IP-VPN/MPLS for business users. It also provided the suggestion of marketing strategy to CHT .