我國數位家庭產業競爭環境之研究

Abstract

正當數位化浪潮席捲全球之際，隨著寬頻、無線網路的普及與影音多媒體技術的成熟，加速3C（Computer, Communication & Consumer Electronics）產業全面的整合。隨著數位家庭互通平台逐步地建立，數位家庭產業已正式步入導入期，同時也趨使全球3C各大廠商紛紛地佈局與卡位，數位家庭產業成為全球各大廠商近年來互相競逐的目標，我國憑藉過去在PC、網通及面板等相關產業成功的經驗，以及多年來深耕高科技的基礎，面對這百年來難得一見的龐大商機，如何找到利基，除了持續保有我國OEM/ODM的優勢外，若能藉此良機成功地轉型以提供整體服務（Total Solution）為目標的產業，實刻不容緩。 正當我國政府正積極的規劃並推動數位家庭產業，國內各大廠商紛紛佈局之際，本研究根據Michael E. Porter大師的五力分析與國家鑽石體系理論，來對我國數位家庭產業競爭環境做研究，以瞭解我國數位家庭產業競爭環境的優劣勢，以供擬定策略之參考。 由於數位家庭以娛樂為首要訴求，其次為以PC做為連網平台的資訊應用，進而將擴展到醫療照護、保全及自動化控制等應用。研究結果顯示，如何將高品質的內容傳送到家裡，頻寬的建設是首要的基礎，而生動的內容服務是數位家庭產業成功與否很重要的關鍵，如何從服務的觀點出發來發展內容是相當重要的一環，當然如何教育民眾也是不可或缺的，而建立完整的價值鏈更是攸關相關產業的興衰，因此如何扶植自由品牌並透過異業結盟以整合數位家庭產業體系的建立（包含內容製造商、服務供應商、平台供應商、裝置製造商及關鍵零組件供應商），以提供消費者整體服務（Total Solution），以加速切入市場。 數位家庭產品因牽涉領域相當廣泛，除加入創意、時尚、個性及質感等感官元素外，需配合創新的服務模式，才能在數位家庭產業中脫穎而出。當然數位家庭產品更可融合生活、休閒、醫療照護、社區安全與汽車電子等產業齊頭並進。

Over the past few years, with leapfrogging technology advances in broadband, wireless networking, and multimedia, the boundaries among Computer, Communication, and Consumer Electronics are becoming less noticeable, which leads to an era of 3C Convergence. By integrating these new technologies, leading companies around the world are aggressively developing new products with new applications, trying to get the competitive advantage in the emergent Digital Home industry. For Taiwanese companies who have successfully created a dominant market share in the IT industry, it’s also very important to use the momentum of this new business opportunity to not only sustain their position in OEM/ODM but also to get new revenue streams.

Considering the evolving mega trend of Digital Home, this research applies the framework provided by Michael E. Porter to study Taiwan’s Digital Home industry. With this research we expect to have a better understanding of this industry’s structure and companies’ strengths and weaknesses, so as to provide a guideline for government policy and company product planning.

Digital Home industry is for entertainment-centric applications. With the PC as the home center for data processing, web access, and storage, Digital Home devices can work smoothly with PCs and home networking devices for entertainment, health care, surveillance, security, and home automation. According to previous research, it’s very important to deliver the high-definition content to the home, which will certainly rely on well-developed broadband infrastructure, compelling services, and cost effective platforms. Accordingly, content providers, service providers, and solution providers need to work closely together in order to build up the ecosystem that facilitates end users requirements. Should the convergence be done soon, we can expect the market for Digital Home to grow dramatically in the future.

As mentioned above, Digital Home involves the integration of domain knowledge from various industries such as IT, CE, media, design, etc. With the better integration of technologies and more innovative business models, the huge potential of Digital Home can be realized in the foreseeable future.