Structural Analysis and Industry Dynamics of CCTV Industry

Thesis Abstract
Graduate Institute of International Business
National Taiwan University
Name：James Y. C. Chang Date: June 2005
Advisor：Dr. Ji-Ren Lee
Structural Analysis and Industry Dynamics of CCTV Industry
Due to technological improvement and economic growth, there is an increasing demand of security. This is particularly true after recent events of terror attacks, which bring up the fast growth of Closed Circuit Television (CCTV) industry. Benefit from the development of digitalization, networking and wireless technologies, the CCTV industry has attracted various sources of entrants, including those from IT, networking and communication industries, which in turn has changed its industry landscape. Up to now, Taiwanese CCTV players have captured around 20% of the global market. It is interesting to discuss if Taiwanese players can sustain their competitiveness in this fast growing market?
The purpose of this research is to respond to the above inquiry by conducting a systematic analysis on the structure and competitive dynamics of the global CCTV industry. Guided by the S-C-P paradigm, this study went through various analyses, including demand analysis, supply-side analysis, technology analysis and competition analysis. We then identify demand drivers, product and technology trends, and future growth potential. Based on the analytical results, together with the context of CCTV industry, this study inductively drew several key barriers to entering this industry which led to the conclusion of industry’s key success factors.
Next, in order to further capture the within-industry competitive dynamics, we selected four major Taiwanese players in this industry to study their entry strategy, competitive advantages and engine of profitability. Based on the industry analysis and case studies, with a reference to the theory of technology adoption life cycle, we conclude several aspects of advantages that new entrants could rely on; they are (1) differentiating products with technology innovation, (2) penetrating market with relative low price, (3) developing emerging market, (4) repositioning in the value chain, (5) leveraging strategy alliance, and (6) focusing on niche market or specific product.
This study also proposed some strategic suggestions to various sources of entrants. For those traditional CCTV firms, they shall build up new technology inside the company as soon as possible, or make alliance with IT firms. For those new entrants with IT, networking, or communication technology competence, they shall develop differential products by stretching their capability, penetrating market by low price, or ally with traditional CCTV firms.