台灣虛擬行動網路服務業之策略分析

Abstract

電信產業為台灣的十大新興產業之一，也是台灣邁向二十一世紀國家競爭力的重要指標之一。而其中的虛擬行動網路服務（MVNO）正符合下一階段產業轉型所需發展的創新密集服務業，因此極適合以創新密集服務平台的分析模式來研究。本研究以創新密集服務分析模式為架構，以四種客製化程度及五種創新層次所構成的4x5矩陣，對目前的策略定位與未來的策略走向，以及所需配合的服務價值活動和外部資源進行研究。採用文獻分析、專家訪談與問卷調查的研究方法，針對服務價值活動與外部資源的各個關鍵成功因素進行評量分析，以求得現在與未來的策略定位及走向。 研究結果顯示，台灣虛擬行動網路服務業目前的策略定位為「結構創新╱一般型服務」，未來策略定位則可以考量「市場創新╱選擇型服務」，或在相同的結構創新下，提升客製化程度。

The telecommunications industry is one of the 10 emerging industries in Taiwan, it is also an important indicator of national competitiveness for Taiwan’s moving into 21st century. MVNO (Mobile Virtual Network Operator) services exactly correspond to the innovation-intensive services for Taiwan’s next development phase, therefore, it is practicable to use IIS (Innovation Intensive Service ) model for study. This thesis analyzes MVNO services based on the model of IIS. By structuring a 4x5 matrix, encompassing four service packages and five innovation modes, we describe the strategic position and future development trend of the industry. Furthermore, we identify core competence and externalities required to compete effectively in the industry. The research methods include literature review, expert interview, questionnaires and statistics analyses to verify the key success factors of core competence and externalities. Result shows that the current strategic position needs to be focused on “Generic Service” and “Structural Innovation”. The future trend needs to be moved to “Selective Service” and “Market Innovation”, or to raise the customization level for service packages under the same innovation mode of “Structural Innovation”.