The Industry Structure and Scenario Analysis of Digital Home Entertainment Industry
Date Issued
2006
Date
2006
Author(s)
Lee, Yuan-Hsin
DOI
zh-TW
Abstract
The concept of digital home includes entertainment, information, voice and secutity control. Among these application areas, entertainment has been regarded as the most potential area for commercialization. However, there would be three major camps competing for the market dominance, including players of personal computers (PCs), consumer electronics and service providers, which makes the industry evolution uncertain. The present research will focus on the competitive evolution of entertainment PC (EPC) products and explore critical factors underlying the prospective structure changes. We will apply five-force model and scenario analysis to this research issue.
Based on the five-force analysis, we found that theorem, hope to provide a base for firms to formulate strategies. From history and present situation, EPC faces: 1). High level bargaining power from supplier and buyer; 2) .Medium-to-id-high level threat from susbstitute (DVD player) and potential entrant (Set-top-box); 3). Low level complementary asset specificity and rival price -competition. At the same timeIn addition, we also found that: important industry character is also discovered: 1). Last mile and content areis key complementary assets; 2). Value integration of entertainment applicationwould constitute barriers to new entry. is the high entry barrier.
Based on scenario analysis, we identified several key scenario variables, including technology evolvement, Triple Play and killer application progress, media policy and last mile openness. These factors were then classified into 3 axises: Technology, Demand and Co-optition, under which four scenarios were established. In “monopoly”scenario, EPC faces lower bargaining power and threat, higher specificity of complementary asset and consumer demand, which represent the best scenario. Accordingly, the research suggests that EPC firms actively influence the future through the following ways 1). They should take sides in HD/ Blu-ray DVD and WLAN standards, proactively join DLNA and increase install base; 2). They should increase the ratio of EPC product and bundle the service of internet content provider; 3). They should actively cooperate in product co-development aspect with service providers like telecom and cable companies, to enhance the dominance of their key asset (last mile and content).
Subjects
情境分析
產業結構
數位家庭
娛樂電腦
Scenario Analysis
Industry Structure
Digital Home Center
Entertainment PC
Type
thesis
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