電信營運商經營IPTV之資源統治策略分析—以交易成本理論之觀點

Abstract

隨著數位匯流的趨勢，各國電信營運商受到行動電話、VoIP（Voice over IP）以及有線電視業者跨足固網領域的影響，普遍面臨用戶流失以及營收下滑的困境。電信營運商為擴大營收範圍，亦積極開拓IPTV服務，提供終端消費者新的多媒體服務選擇。 然而，IPTV作為一個全新的匯流產業，牽涉到電信產業與多媒體產業結合，而台灣目前對IPTV的經營模式、定價策略以及消費者的確實需求尚未釐出一個明確方向。本研究透過交易成本項目的分析，探討電信營運商面對資源交換時可能考慮的交易成本因素為何，藉此推論出電信營運商與內容業者、ISP業者之間最適合的資源統治結構。 本研究整理過往研究與國內外次級資料，結合深度訪談內容與問卷分析結果，歸納出五個影響性較高之交易成本項目，分別為：(1) 環境不確定性；(2) 內容獨特性；(3) 電信營運商特質；(4) 品牌資產；(5) 合作廠商特質。 本研究再根據交易之成效不確定性與目標一致性等兩項變數，推論電信營運商與內容業者、ISP業者之間最合理的統治結構，研究結論如下：一、電信營運商應發揮平台營運者的長處，建立協力廠商評鑑機制以降低交易成本；二、法規限制與內容類型，對電信營運商的交易行為影響最大；三、電信營運商的合理統治選擇應以市場結構為主，層級結構為輔。

With the pace of digital convergence, telecom operators have faced the competitions from mobile service, Voice-over-IP and cable modem service. In order to increase revenue, telecom operators start to launch IPTV service to utilize the back-bone resource. However, telecom operators in Taiwan haven’t found a successful business model due to the failure of integration between telecom and media industries. This study uses Transaction Cost Theory to analyze the factors which will be considered in the resource exchange among IPTV operators and tries to find the feasible governance structure for all parties. The conclusions are below: 1) Telecom operator should focus on the role of IPTV platform operator and try to build up an auditing and evaluating mechanism for affiliates. 2) Regulation and content type are two major factors which influence on telecom operator’s transactions most. 3) Telecom operator should take market structure as the priority and hierarchical structure as the secondary.