A study on Competitive Strategy for Telecom Operators toigital Convergence
Date Issued
2008
Date
2008
Author(s)
Chung, Fu-Kuei
Abstract
The purpose of this study is to lead to appropriate competitive strategies to telecom operators in the trend of digital convergence. The study is carried out through two aspects. One is through case studies of foreign benchmark telecom operators. The other is to deeply analyze Taiwan telecom industry with PEST and Porter’s 5 force modelshe contineous development of new technologies, rapid emergence of mobile and Internet service, deregulation of policy and open competition of telecom services contributed to digital convergence. Due to digital convergence, the dividing line between fixed-line and mobile, telecom and broadcasting have blured. Originally totally separated services have been becoming severe competition. Digital convergenc brings not only severe competition but also tremendous new business opportunities. he study cases include BT, FT, NTT and KT, which are all global famous telecom operators. The study result reveals several important messages. The revenue from traditional voice services has declined dramatically. In order to maintain revenue growth, operators have to keep investing on new technology and providing innovative services to meet customer’s need. The organizations should be restructured from product-oriented to customer-oriented. Operators should try to become integrated service providers for getting operation synergy from providing both fixed-line and mobile services. he industry analysis results in key successful factors, including key resources obtainment, regulator’s policy, customer scale, service innovation and integrated service of fixed-line and mobile. he biggest challenge to operators is the new regulation policy. Regulation will significantly effect industry competition and development. A good regulation can benefit both operators and customers from digital convergence. How to effectively communicate with regulatory body is a critical issue to operators, especially to major service providers.
Subjects
Digital convergence
Porter’s five force model
KSF
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