The MVNO Development Strategy of Mobile Operator
Date Issued
2007
Date
2007
Author(s)
Yu, Chi
DOI
zh-TW
Abstract
Since 1996 Taiwan telecom market was liberalized, made more new private mobile operators to provide mobile service in the market. These operators devoted in network deployment and also through Electronic media to sale and promote their Branding, various tariffs, service package & offering, handset subsidy program,to offer consumers multiple choices which market liberalization brought about. Moreover, mobile’s wireless chacter eliminates the limitation by wire and enables more convenient and personalized communications to users. Therefore, the mobile penetration rate in Taiwan increases rapidly from 6.9% to 111% within 6 years since 1997.
However, new wireless telecom technology develops quickly when 2G mobile service grew mature, and soon 3G mobile operators join the market in 2004 aggravating the competition. Namely, mobile operators are thinking about what kind of strategy should be taken to increase their competitive edge, to face the challenge of market saturation and the problem of network capacity’s supply over demand.
The concept of MVNO（Mobile Virtual Network Operator）derived from Europe since 1998. The successful experience and win-win result of MVNO attracts many enterprises continually investing in it and make lots of mobile operators cooperate with willingly. There are over 100 MVNO operators in Europe up to now, and this kind of commercial cooperation model is developed from Europe to America, Australia, and even Asia.
Taiwan acts a leading role in Asia mobile market development. As a member within this trend, what kind of strategy should we choose? Cooperate or Excluding?
Now, this research below will bring apprehension of the MVNO environment factors through foreign example analysis; further is the competition analysis of mobile operators through Competitive Forces by Michael Porter and finally to find out the success matters of MVNO.
The last part of this research is to examine if the domestic market environment is suitable for MVNO development strategy. And stand in mobile operator’s point view, how they find out their MVNO development direction, cooperation partner, and cooperation model to increase competitive edge in the market.
Subjects
行動電話；MVNO發展策略；五力分析
Mobile；MVNO development Strategy；Competitive Forces
Type
other
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