The Competitive Strategy of Number Portability: A Perspective of Mobile Communication Service Market in Taiwan
Date Issued
2007
Date
2007
Author(s)
Liu, Lee-San
DOI
zh-TW
Abstract
To implement the Number Portability becomes the world-wide trend of the Telecommunication regulation policy. Before the MNP is implemented, if you change to another operator, you can not keep your original phone number, and a new phone number will be assigned to you. It is inconvenient for the subscribers and restricts the market competition. Taiwan implemented MNP in Oct. 2005. Up to May 2007, there are only 1,287,000 MNP subscribers, equivalent to 6% of mobile subscribers in Taiwan. The percentage is less than the other countries which have implemented MNP.
The thesis analnyzes the impacts on the Taiwan mobile market, based on the MNP regulation and the MNP experiences in Singapore、Hongkong、Sourth Keora、and Australia. It also analnyzes the strategies for the ” three big” operators (Chunghwa Telecom、Taiwan Mobile、Fareastone) and the “two new “ operators (APBW、VIBO), based on the Game theory. Finally, it analnyzes the the marketing strategies for the operators according to the theories of Network Externalities、Lock-in Effect、Competiation Strategy、and Focus & Differentiation.
There are some interesting findings after MNP has implemented in Taiwan. The dominant operator was very concerning the impacts of MNP, and supposed that its subscribers will switch (or port) to the other mobile operators. But, dominant operator’s subscribers actually increased. The new entrants supposed that their subscribers will increase when the numbering’s binding is removed. However, the subscribers porting to the two new operators are less than their expectation. This thesis reviews and analyzes the all the operators’marketing strategies cuurently, and comes out some recommadations for the operators.
The mobile operators in Twiwan can be divided into two group, “three big players” and “two new players”. The MNP strategy between the two group are different. The group of “two new players” will promote MNP and the group of “three big players” will not. The different strategies will lead the market into the different result. The strategies of NMP is quiet important for the mobile operators, including the strategy of the regulation, the strategy of Game theory, and the strategy of marketing.
However, MNP is just to remove the barrier of competition. The operators should still pay attention to enhance their core competences, to win the battle.
Subjects
行動電話號碼可攜
賽局理論
Mobile Number Portability
Game Theory
Type
other
File(s)![Thumbnail Image]()
Loading...
Name
ntu-96-P94748030-1.pdf
Size
23.31 KB
Format
Adobe PDF
Checksum
(MD5):c39e60ffed7a9e68df124669102e3218