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Since the global telecommunication liberalization, mobile telecommunication industry technology breakthrough, and great enhancement of transmission speed and fast development in smart mobile phone, the entire industry has entered into a new era. In 1997, Taiwan has announced an opening-up for four mobile telecommunication businesses, such as mobile phone business, wireless paging business, relay wireless phone and mobile data communication; many of the telecommunication system suppliers have tried their best acquiring customers and enhancing the market share through various actions such as, price promotion, combination of different industry, multiple channel. Hence, the rate of people who get mobile phone has risen from 6.8% (1997) to 106.1% (2002) in just a few years. Today, it is the highest rate in Asia. One of the telecommunication suppliers Chia-Ming Lin (2007), in 2002 has ever said that "the telecommunication industry is now encountering the issue of saturation of voice service market also the bottleneck of slower growth." Therefore, the subsequent result is the decreasing profit on the supplier side and the coming new era of data service. In this study, the research including the evolution of telecommunication industry, the business strategy of mobile telecommunication system supplier, when facing telecommunication system supplier and new generation of smart phone suppliers, how telecommunication owners make competitive business strategy to beat the multivariate nature of the telecommunication market. It is very important to find a way to innovate and to break through the dilemma of prospering the mobile telecommunication chain industry.
In 2003, merging and acquisition happened to telecommunication system suppliers in Taiwan, after that, eight suppliers existed in the initial stage of the opening-up period were reduced to only three suppliers, namely, Chunghwa Telecom, Taiwan Mobile and Far Eastone, etc. In order to survive, the enterprises have to use acquisition and merging strategies to reduce market competition strength and increase the proportion of market share. Along with the opening-up of 3G and after Asia Pacific Telecom started its business in July 2003, other suppliers also started in this business since 2005. In addition to the three major players in Telecommunication industry, now it has added in new players like Asia Pacific Telecom and Vibo Telecom. Nowadays, the industry once again gets into a highly competitive situation. System supplier has now become the largest supplier of the mobile number, and it is also the mobile phone distribution channel of the largest quantity.
Porter, M.E. (1980) pointed out that in the industry, there are five exited competitive forces, from respectively the competitors within the same industry, the threats of potential entering party and replacement party, and the price negotiation capability of the supplier and the buyer. Competitive strategy is based on strategic consideration, which has mutual interest and mutual complimentary correlation. Its main objective is to use all kinds of ways to ensure the long term competitive advantage of a company, and to enhance the competitiveness of an enterprise.
Mobile phone has been associated with multiple value added and application services, for example, it has been associated with voice communication, digital camera, high voice quality MP3, multi-media short message service, video service, mobile TV, movie taking, MV taking, audio and video recording function, blue tooth stereo, multiple point touch screen, e commerce, mobile internet surfing and GPS positioning system, etc. With the evolution in communication technology as well as information technology, now the technological product such as iPhone this kind of smart phone can do everything whatever you can think of. In 2010, mobile telecommunication has entered its era of wireless broadband Internet era, and the market associated with 3C digital bus is so extensive and beyond your imagination, meanwhile, the change is so severe, no one can predict what it will be in 10 or 20 years. But we deeply believe that communication is going to lead the world to a super-modern technological field.
This study mainly investigates:
First, in the development process of mobile communication industry, every operation process has certain risk and rules. It is very important for an enterprise to create a continuous competitiveness through competition strategy analysis.
Second, for mobile communication franchise stores, under the system suppliers'' strong guidance and direct operation of running chain store, how the business conform the strategy analysis and the education as well as training on employees in order to enhance internal competitiveness. Moreover, the way to create a new business model and provide excellent customer service, as well as the long term competitiveness of the company must be enhanced through the innovation on the added value service.
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