| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 99 === The convergence of the technology of electron and communication makes a smart device including home automation, security and multiple application service possible and potentially creates a smart home service industry. The telecom operators which own the broadband business and control the channel of application service would play a significant role in this market. This research attempts to systematically investigate the demand-supply relationship of the market, and then focuses on analyzing the extent that of the operators can apply platform strategy to create their competitive advantages in this industry.
This research used qualitative approach to analyze the basic conditions and industry structure of internet-based home service (IPHS) industry. Our analysis pays special attention to the competition faced by the operators. We then use value net framework to outline competition and cooperation alternatives for the telecom operators, upon which our strategic suggestions are based. Finally, we took Chunghwa Telecom as a case for further strategy analysis.
We found that the key successful factors in the IPHS industry include responsiveness to the market needs, the consumer network of the product and the extent of channel control. Telecom operators who own a large body of broadband users and the prior experiences of broadband construction would possess the relatively advantageous position in the market which enables operators to build product channels and consumer network rather easily. Based on the value net analysis from the operator’s view, we found that the complementors would play a key role to strengthen the customer’s willingness to pay. Strategically, operators should strengthen their ties with complementary firms and turn competitors into complementors if possible. In addition, operators could leverage their engineering experiences to become a system integrator and even offer total solution to the builder. Finally, we offered strategic suggestions for operators.
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