The Research on the Competitive Strategies of Int'l Voice Service meeting the Development of VoIP
Dr. Chyan Yang
|Keywords:||市場滲透;科技替代;競爭策略;競爭優勢;網路電話;公共交換通信網路;網際網路通信協定;Penetration;Substitution;Competitive Strategies;Competitive Advantage;VoIP;PSTN;IP(Internet Protocal)|
VoIP (Voice over Internet Protocal) carries voice through Internet . In the future, Data、Voice and Video Conferencing will be integrated on the basis of global IP Network. PSTN has offered voice service for about 100 years, incumbent carriers have invested a lot in PSTN, and have relied most of revenue from PSTN. The main thrust of this research is to investigate the competitive strategies for the incumbent. The relationship between VoIP and PSTN are substitution from technical viewpoint. Many specialists on VoIP forcast that “Total Substitution” will take about 5-10 years. The new fixed line network providers in Taiwan are permitted to run international voice service since January, 2001, and ISRs since July, 2001. The revenue loss from PSTN for Chunghwa Telecom will enlarge the impact. Important issues of CHTI facing the VOIP include pricing and product strategies, minimizing impact to existing customers, keeping PSTN clients, and defensing VOIP market share. This research has found the following : 1、Pricing Strategy :pro-actively adopt attractive price to defend the market share, to set 10% profit ratio as the target of running business. 2、Product Strategy :offer the similar product and price in the market to let competitors no opportunity to set market segmentation and prevent their service appearing in front of customers. 3、Move to IP industry value chains: Voice bandwith will be a little part of Data transmission, quickly move to IP value chains to win the future competitive advantage. By combining the resource-based advantage and enforcing the competition positioning, to transform and create the new value for customers、investors and employees of CHT might give CHT a brighter future.
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