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Ya-Ching Lee Telecommunications Policy 35 (2011) 電管一 R96001081 吳委政
Competitive relationships between traditional and contemporary telecommunication services in Taiwan Ya-Ching Lee Telecommunications Policy 35 (2011) 電管一 R 吳委政 1
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OUTLINE Introduction Literature review Research questions Method
Results Discussion and conclusion
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1.Introduction Rapid diffusion of new telecommunication technologies, approximately 5.3 billion mobile cellular subscribers on a global scale (940 million in 3G, 21million in VoIP) Contemporary telecommunications 3G, VoIP (Skype, Line, Viber) Traditional telecommunications 2G,Home landline
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1.Introduction Prior research tend to focus on the acceptance factor for or customer satisfaction of telecommunications services. Most studies do not emphasize on competition within the telecommunication service market as a whole. Prior studies provide no explanation as to why people adopt new telecommunication services (3G and VoIP) and discontinue (or continue) their use of old telecommunication services
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1.Introduction The competitiveness of the telecommunications market raises some interesting questions, such as can one type of telecommunications service satisfy the entire needs of all customers? do VoIP services pose a serious threat to the survival of traditional telecommunication (home landline telephone) services, as well as 2G and 3G services? is the emergence of VoIP likely to make home landline telephone systems obsolete? do the traditional (home landline and 2G) and contemporary telecommunication (3G and VoIP) services complement each other, or is latter type of system likely to replace the former?
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1.Introduction This study uses a framework constructed around gratification and niche theory to provide a better understanding of the competitive attributes of advanced telecommunication services The findings may ultimately further the forecast of the adoption and use of new telecommunication services as compared to the more traditional types of services
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2.Literature Review 2.1 Telecommunications competition and product differentiation Oligopolistic Fewer sellers compete with differentiation in product characteristics and advertising Monopolistic Compete with only price Successful differentiation creates brand loyalty and establishes an entry for new entrants (Porter,1985)
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2.Literature Review 2.2 Niche Theory
Niche theory from ecology focus on the ecological competition A niche is defined as the n-dimensional space which describes the characteristics a species needs for survival. Niche theory predicts the existence, co-existence and extirpation of species.
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2.Literature Review 2.2 Niche Theory
Researchers use niche theory to investigate the competition between new and old media(Dimmick et al.,2000) Competitive relationships can be forecasted in terms of consumer satisfaction(Dimmick et al.,2004) The approach of niche theory provides assessment to examine the competitive relationships between traditional and contemporary media,their differentiation strategies and influence that the new types of media can have upon traditional media(Dimmick et al.,2004)
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2.Literature Review Niche breadth Niche overlap Niche superiority
2.2 Niche Theory Dimmick et al.(2000) develop several important indices of the competitive relationships between the various types of media Niche breadth Refers to a diversity of consumer needs served by a medium Niche breadth broad – generalists Niche breadth narrow - specialists Niche overlap measures the intensity of pairwise competition between species by describing a situation in which different media offer the same or similar gratifications Niche superiority Niche superiority index provides an indication of which particular medium is superior to all other media
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2.Literature Review 2.3 Uses and gratification
The uses and gratification assumes that consumers actively use and access media to fulfill their needs for sociability, entertainment, information-seeking education, habit,utility and fashion Two dimension of gratification to analyse with the niche theory Personal dimension fashion, sociability, entertainment, information-seeking and utility System dimension economic factor, system quality, and mobility
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3.Research Question Based on the dimension of gratification and niche theory, this study sets out to explore the following research questions: RQ1: Is there a presence of displacement effects in telecommunication market? RQ2: What is the niche breadth of home landline telephone, 2G, 3G and VoIP services? RQ3: What is the extent of the niche overlap between the traditional (home landline & 2G) and new types (3G & VoIP) of telecommunication services within the dimension of gratification in the provision of telecommunication services? RQ4: What is the niche superiority for home landline telephone, 2G, 3G and VoIP services? RQ5: Are the new telecommunication services superior to traditional telecommunication services?
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4.Method Eight gratification factors were developed from the extant literature which indicating these motives are associated with new media usage The online survey yielded 363 usable responses
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4.Methodology
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4.Method Niche breadth Eq. (1) represents the diversity of consumer needs served by each type of media Specialist - narrower spectrum of needs - narrower niche breadth Generalist - broader spectrum - broader niche breadth B : niche breadth(0 to 1) K : total scales in the n : the first subject dimension u : highest score k : the first gratification l : the lowest score scale GO : gratification score N : total of subjects
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4.Method Niche overlap (Eq. (2)) measures the resource overlap status between the various types of media larger number in the niche overlap formula indicates a lower level of resource overlap less keen , little influence over each other smaller number in the niche overlap formula indicates much greater resource overlap Keener, rely on similar resources O : extent of niche overlap i,j : the media N : the subjects using media i and media j in the same time N : first subject.
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3.Method Niche superiority (Eqs. (3) and (4)) refers to the extent to which one type of media has superiority over others ‘‘from the forms of its resources Higher value - gain more resources from other inferior types of media - offer more gratification
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5.Result 5.1 Validity and reliability
Using principal-axis factor analysis to verify validity The eigenvalues of all of the items also exceed 1.0 The Cronbach alpha coefficients of the measurement scales exhibit an acceptable threshold of 0.70
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5.Result
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5.Result 5.2 Niche analysis RQ1 : displacement effect
3G significantly use less home landline (M = 3.83, SD = 0.813, t = 4.89, p < 0.001) and 2G (M = 3.76, SD = 0.818, t = 6.01, p < 0.001) VoIP usage, respondents significantly use less 3G (M = 3.03, SD = 0.841, t = 6.44, p < 0.001).
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5.Result RQ2 : determine the niche breadth of the four services.
2G and 3G have bigger numbers – generalist VoIP and Home landline have smaller numbers - specialist
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5.Result 5.Result RQ3 : niche overlap between old and new services.
A higher value demonstrates a lower degree of overlap/similarity between the niches of the two types of telecommunication services on the gratification dimension A lower value indicates a higher degree of overlap/similarity.
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5.Result 5.Result 2G and 3G have a high degree of similarity on the gratification dimension 2G and Home landline have a lower degree of similarity on the gratification dimension
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5.Result 5.Result RQ4 : determine competitive superiority between new and old services. 3G is superior to VoIP and Home landline No significant differences between home landline and VoIP or 2G and 3G.
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5.Result 5.Result RQ5 : Are the new telecommunication services superior to traditional telecommunication services? Wireless services superior in Fashion ,Sociability ,information-seeking, utility, mobility
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6.Discussion and conclusion
New telecommunication services (3G and VoIP) partially replace old telecommunication services (home landline and 2G) in providing greater satisfaction in entertainment New telecommunication services complement the traditional services in many ways fashion, sociability, information-seeking, utility and mobility with mobile services. Lower price and better system quality with home landline and VoIP
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6.Discussion and conclusion
VoIP service providers need to create a sense of fashion, expand mobile VoIP market to offer mobility to attract potential customers, so that network externality effects can be created. Quality problems and higher costs in 3G technology must be solved to gain acceptance in Taiwan.
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Thanks for paying attention
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