Ministry of Communications promised to give an impetus to "the third trillion Yuan telecommunication industry development plan" on May 2004. They estimated the telecommunication industry will make the output value surpass a trillion Yuan in 2008. In order to achieve this "the third trillion Yuan plan", without doubt, the development of the fixed network industry will be the key project in the entire plan in the future. Therefore the Ministry of Communications issued officially three fixed networks licenses to Taiwan Fixed Network Co., Eastern Broadband Telecom Co., Sparq Corporate in March 19, 2000. This is not only a new milestone in the telecommunication liberalization of our country, but also symbolization that Taiwan will be soon a broadband network society. However, because this three new telecom companies join the competition, it will break the monopoly and bring the new technology. In such industry environmental variation, including new competitor's joining and new technical introduction, how the new fixed network companies face the brand-new competition will be a worth discussing question. The final goal of this research is to take the ABC fixed network company as the example, and then to propose the most suitable business model for the new fixed network companies. Provides the reference suggestion to be as follows: (1)Use the add-Value service to transform the users of mobile phone and cable TV to the basic users of fixed network. (2)Provides multimedia of data, sound and image conformity service. (3)Develops market of the international simple resale and the broadband. (4)Form an alliance of media, information and entertainment and provide multi- positions service. (5)Unify mutually the electrical appliances product like television, sound and so on in the network.

This essay mainly utilize theoretical tool of ¡§State Centralism¡¨ to observe fixed network industry development history in Taiwan. After 1980s, based on characteristics of fixed network, state monopolizes the industry. However, digital techniques develop rapidly from last 1970s, the legitimacy of traditionally state monopoly model is gradually decrease. In the meantime, authoritatrian regime reform and economic liberalization in Taiwan start from 1980s to make state autonomy decreasing and launch liberalization of fixed network industry. Nevertheless, state role in industry didn¡¦t disappear after fixed network liberalization. In this research, author point out fixed network liberalization process in Taiwan is one kind of state centralism model. The liberalization is an ¡§instrument¡¨ but ¡§object¡¨ for state to accelerate development of information society and industrial structure reform in Taiwan. After fixed network market open in 2000, the market almost still monopolized by Chunghwa Telecom Co. It never achieves ¡§competitive development¡¨ environment planed by state. For fixed network industry of Taiwan, though state have outline regulatory policy, how to achieve a competitive environment after liberalization is the most important challenge to state to face new age of digital convergence.

Under the four forces of opening up of domestic telecommunication market, breakthroughs in information and communication technology, changes in consumer demand, and supplier¡¦s race for economic efficiency, industry structures have transformed. What used to be three distinct industries of divergent directions of development ¡V network service (computers), telecommunication (telephones) and cable television (television), are interacting. The market is growing rapidly with combined digital flow of the three industries. Broadband internet played a key role in such transformation. ADSL broadband internet service has prospered in recent years. As the internet population approach maturity, the market has changed focus from quantity to quality. There are two major challenges to fixed network internet service providers are: To increase market share by attracting more customers to its service base, and retain customers to minimize loss of customers. Telecommunication service providers attract new customers by offering special prices with gifts, they retain customers by elevating switching cost and long term contracts. But the result of price-cutting competition was erosion of profit margin. Customer loyalty is also swayed by low prices met by competitors. Under such intense competitive environment, service providers are actively developing digital content and making investment in fiber optic broadband to mitigate loss. It is hoped that richer internet content and faster speed broadband can attract more customers and increase customer revenue contribution. The subject of this study are ADSL broadband internet users in the greater Kaohsiung area, the regions surveyed include Kaohsiung County and Kaohsiung City. A questionnaire was used as the data collection tool. The survey was conducted on a convenient sample. Data was analyzed using SPSS statistical software. The influence of customer¡¦s expected future benefits, overall customer satisfaction and marketing strategies on customer retention were investigated. Furthermore, the interaction effects were also reviewed. The results of the study are: I.The most important factor in influencing customer retention is overall customer satisfaction, followed by marketing strategy and customer¡¦s expected future use. Further results are derived from analysis: 1.Overall customer satisfaction, customer¡¦s expected future use and marketing strategy showed significant positive influence on customer retention. 2.The influence of overall customer satisfaction, customer¡¦s expected future use and marketing strategy on customer retention vary in strength. 3.Marketing strategy showed significant positive influence on overall customer satisfaction and customer¡¦s expected future use. 4.With respect to the degree of influence on customer retention, overall customer satisfaction showed greater influence than marketing strategy and customer¡¦s expected future use. II.Customers exhibit high expectations for future use¡C Telecommunication service provider satisfying the following ¡§customer¡¦s expected future use¡¨ will significantly enhance customer retention. 1.Provide value-adding services. 2.Provide more value-adding application content. 3.Offer better prices. 4.Exchange fiber optic with ADSL in the future at free of charge

因個人用戶國際直撥電話服務，外在環境限制相對較小且市場規模大，因此新固網業者在進攻呈飽和狀態的電信市場時列為重要發展目標。然而國際話務行銷策略的影響因素眾多、複雜性高，還受到許多國內特有的限制因素影響。 由於研究主題著重在實務性問題的探討，且以特定組織作為研究對象，故採用「個案分析法」做為研究方法。並依據研究之主題及所涉及之專業領域，深度訪談相關之高階主管，取得國際直撥電話行銷策略制定的實務資訊，並且佐以國內外相關論文、期刊、研究報告等次級資料，以期對於研究主題有更深入的剖析。本研究以經營台灣地區國際電話業務極具代表性的「台灣固網」作為主要研究對象，不僅針對台灣固網國際電話現行的行銷策略深入的分析探討，更期望能提出一套思考體系及完整且具有競爭優勢的國際電話行銷策略制定模式，以供個案公司在制定未來行銷策略時使用，增進其市場優勢。並因應即將改變之重大環境因素-「指定選接」時代來臨、「網路電話」加入戰場，提出相關建議。 個人用戶國際直撥電話產業環境研究結果如下。 第一、台灣地區個人用戶國際直撥電話市場之整體產業問題在於現有業者所提供之產能大於消費者需求，而且產業內各公司所面對之成本近似，因此各公司的行銷策略變成決定績效優劣的關鍵因素。 第二、固網業者近年來的行銷活動均為以公司角度出發之思考方式，忽略了用戶內心深處的想法，在推廣行銷活動時會遭遇瓶頸；唯有從用戶心理層面進行探討，研究用戶行為對症下藥，方能採取最佳之行銷策略以提昇公司績效。 第三、針對新進業者公司而言，經營台灣地區個人用戶國際直撥電話市場之重大難題就是用戶對於國際電話服務的關心度普遍不足。因此經營此項業務成功之關鍵因素就是引起用戶之注意，再由關心度提高加強對台灣固網國際電話服務的認同度，並輔以適當之促購力助其跨越使用門檻。 本研究由文獻理論架構系統檢視個案公司行銷策略的貢獻如下。 第一、回顧並分析個案公司之行銷策略，指出未來需持續強化之項目。 第二、因應「指定選接」時代來臨，建議個案公司應於指定選接實施前提高用戶對於議題之關心度以增加用戶回應率；在執行細節方面積極發揮對主管機關之影響力，對「指定選接」通知爭取最符合公司利益之內容及通知形式。 第三、因應「網路電話」加入戰場，對個案公司固然是威脅，但同樣也是機會。面臨此威脅，建議個案公司可將經營重心移往衝擊較小的行動電話撥打國際電話之市場。另外，若個案公司能夠掌握網路電話的「上市推廣契機」適度轉換用戶使用行為，如此在面臨網路電話「真正」進入市場所帶來的衝擊時，可以適時地滿足用戶「喜好創新服務之需求」，避免用戶面臨使用寬頻網路之情境時轉而選擇其他業者所提供之網路電話撥打國際電話而影響整體的營收。 / Because of lesser constraint and large market scale, when new fixed line operators enter the mature telecommunication market, they often focus on long distance telephone and international direct dialing market first. However, the marketing strategy of international direct dialing (IDD) is affected by many complex and specific factors in our country. Because this is an exploratory research, we use case study method to do this research. We use in-depth interview method to visit TFN’s managers to get practical information of IDD marketing strategy. Furthermore, secondary information such as related thesis, magazines and reports are also used to get deeper understanding about this issue. Therefore, our study aims Taiwan Fixed Network Company (TFN), which stands an important position in Taiwan IDD market. The main purpose of this research is not only to investigate the IDD marketing strategy of TFN, but also to find out a comprehensive and competitive IDD marketing strategy decision model. We hope the decision model could help TFN to make its future marketing strategy and improve its market position. Besides, suggestions for the consequential changeable environmental factors: pre-selection and VOIP (Voice over IP) would be discussed in this research. The findings of this research are as follows: 1. Excess supply of telecommunication service is the major industrial problem in Taiwan IDD market. The operators in this industry have similar cost structure, so their performance would certainly be affected by whether they can adopt applicable marketing strategies. 2. Fixed line operators should try to discover their customers’ inner thoughts and take it into marketing consideration, instead of doing marketing campaigns by their self-centered thinking. When operators face obstacles in marketing campaigns, they should study psychological side of their users and investigate users’ behavior to find proper prescriptions. By doing this way, operators can adopt best marketing practice to increase revenues. 3. The most difficult task for new fixed line operators is that users care less about IDD service. The way to succeed is to arouse users’ attention of IDD service, strengthen their recognition of TFN, and then use proper promotion activities to make them pass the usage threshold. The contribution of this research comes from theoretical literature structure are as follows: 1. Review and analyze the marketing strategies of case company (TFN), and shows those items needed to be continuously strengthened in the future. 2. Facing the coming age of “pre-selection”, TFN should arouse users’ interests about the issue in order to increase users’ response rate before the launch of “pre-selection”. 3. VOIP is not merely a threat; it is an opportunity for TFN as well. Facing this threat, TFN should put more emphasis on the lesser-affected market, which are international calls via mobile phone. Besides, If TFN could make the timely market promotion of VOIP to shift users’ behavior moderately, TFN will absorb the shock of VOIP such as revenue plummet by satisfying users’ desire of innovative telecommunication service timely and preventing them from choosing the service of international calls via other internet phone operators, when the day VOIP “really” hits the shelf.

Submitted by Lucas Ferreira Matos Lima (lucas.lima@gvmail.br) on 2014-03-19T23:24:33Z No. of bitstreams: 1 Lucas.Dissertação.pdf: 1006691 bytes, checksum: 0cdbda535e7d2b8e4027523c167ae00f (MD5) / Approved for entry into archive by Suzinei Teles Garcia Garcia (suzinei.garcia@fgv.br) on 2014-03-20T16:34:02Z (GMT) No. of bitstreams: 1 Lucas.Dissertação.pdf: 1006691 bytes, checksum: 0cdbda535e7d2b8e4027523c167ae00f (MD5) / Made available in DSpace on 2014-03-20T17:53:56Z (GMT). No. of bitstreams: 1 Lucas.Dissertação.pdf: 1006691 bytes, checksum: 0cdbda535e7d2b8e4027523c167ae00f (MD5) Previous issue date: 2014-02-24 / There is a puzzle between the literature of competition of telecommunication networks and the reality. The first one has as the main result that the mobile termination rates will be set bellow the marginal cost to end a call. But the reality shows that the mobile termination rates are too high and the regulators faces a lot of constrains when they try to bring down the level of those rates, because the mobile networks oppose to those policies. This work develops a model based on Hoernig (2010) that presents more realistic results. It will use a new assumption: the mobile networks will compete at the same market with a fixed network and this last one will have its prices regulated. This is a plausible assumption considering the actual development of the mobile networks. The model has two frameworks: at the first there is any kind of shared control between one of the mobile and fixed telephony, but at the second that shared control exists. Because of the assumption that the mobile and fixed networks will compete, this work has as general result that the mobile networks will set the mobile termination rates above the marginal cost of terminating a call. / Existe uma dissonância entre a teoria dominante de competição entre telefonias e evidências empíricas. Aquela tem como resultado que as redes de telefonia móvel irão definir a tarifa de interconexão abaixo do custo marginal de término da ligação. Já evidências empíricas diversas mostram que as tarifas de interconexão das telefonias móveis são mais elevadas e que as agências reguladoras encontram resistência destas ao aplicarem políticas de redução das tarifas de interconexão. Este trabalho desenvolve um modelo, baseado em Hoernig (2010), que provê resultados mais aderentes às evidências de existência de incentivos para precificação de tarifas de interconexão acima do custo marginal. O modelo aqui proposto inova em relação a Hoernig (2010) ao assumir que as redes de telefonia móvel concorrem com a telefonia fixa, a qual é sujeita à regulação da tarifa de interconexão. Esta é uma representação bastante plausível frente ao desenvolvimento da telefonia móvel. O modelo também considera o efeito de uma das empresas de telefonia móvel ter o seu controle compartilhado com a de telefonia fixa. Devido ao pressuposto de competição em um mesmo mercado entre telefonia fixa e móvel, é encontrado como resultado geral que as redes de telefonia móvel irão definir a tarifa de interconexão acima do custo marginal de término da ligação.

The increasingly observable excess capacity in the fixed networks calls into question the established long-standing pricing standards for wholesale services based on forward-looking long-run incremental costs (FL-LRAIC). The FL-LRAIC standard has worked quite well in expanding markets, although even there price-squeeze problems have appeared. In contracting markets the price-squeeze issue, however, becomes paramount and lower prices both at the wholesale and retail levels would be efficient. This would favor a retail-minus approach (RM) under long-term contraction. Because both expansion and contraction could be relevant in the future, we propose an optional approach based on the wholesale price formula p = min(FL-LRAIC, RM). This will generally protect alternative competitors against price-squeeze while at the same time allowing the fixed-network incumbent full downward price flexibility. It also protects alternative competitors and end users against excessively high prices. Hence, implementing this option successfully at wholesale level would eliminate the need to regulate retail markets. The combination of RM and FL-LRAIC seems to be most realistic, because it is relatively simple and internationally partly tested already. We show that this option is superior to FL-LRAIC or RM alone and to other approaches, such as short-run marginal costs. We also consider a possible combination with capacity-based charging, which may have particular merits for converged services in next generation networks (NGNs). / Series: Working Papers / Research Institute for Regulatory Economics