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| 研究生： |
宋天瑞 Songtis, Teerasit |
|---|---|
| 論文名稱： |
4G LTE在台灣成功推動的關鍵因素：研究消費者之期望 Critical Success Factors for 4G LTE Launching in Taiwan: A Study on Customers' Expectations |
| 指導教授： |
朱時龍
Chu, Andrew C. |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2012 |
| 畢業學年度： | 101 |
| 語文別： | 英文 |
| 論文頁數： | 133 |
| 中文關鍵詞： | 4G LTE 、消費者期望 |
| 外文關鍵詞： | 4G LTE, Customers' Expectations |
| 相關次數： | 點閱：254 下載：89 |
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LTE- Long Term Evolution, marketed as 4G LTE, is a new generation of mobile-phone network which enable the mobile operator to provide significantly faster mobile broadband data rates. With the new redesign and simplification of the network architecture, 4G LTE can provide five time faster data rates than the current 3G networks. It will help the mobile operators to cope with ever growing mobile data traffic demands in a cost-effective manner.
In Taiwan, the licenses for 4G LTE will be issued by the end of 2013, opening another business opportunities for the mobile industry. It’s expected that all the big mobile operators will acquire for the licenses. Telecom equipment vendor such as Nokia Siemens Networks and Ericsson are preparing for 4G LTE network trial and deployment as well.
In light of the upcoming 4G LTE deployment in Taiwan, this thesis project was conduct to gain a better understanding of the current mobile users in Taiwan. The goal is to identify and understand customers’ attitudes, preferences, and satisfactions towards the current mobile carriers as well as customers’ expectations of the next generation carrier – 4G LTE. The data input of this thesis are survey data collected by on-line questionnaire from the students at National ChengChi University, and people living in Taiwan. The sample size was 872.
The collected data was analyzed by SPSS, a computerized statistical program. The analysis report includes description of the sample, customers’ attitudes, and preferences of the current mobile carriers in general, satisfactions towards their current using carriers, expectations of 4G LTE carriers as well as their preferable carriers. The report also discusses the carrier switching pattern, and the factors influencing the switching behavior.
After analyzing the findings of the study, the thesis report proposes that the mobile operators should deploy 4G LTE network coverage as soon as possible, concentrate on increasing mobile data service speed, maintain voice call service quality, offer a wide variety of handsets at some attractive prices and setting tariff rate competitively.
1. Executive Summary 1
2. Introduction 4
3. Revolution of Mobile Telecommunication 5
3.1. 2G – Digital Cellular Networks 5
3.2. 3G – Mobile Broadband Data 5
3.3. 4G LTE – Long Term Evolution 6
4. Exploration of the Current Mobile Telecommunication Industry in Taiwan 8
4.1. Key Players in the Mobile Telecommunication Industry in Taiwan 8
4.2. Evolution of the Mobile Telecommunication Industry in Taiwan 8
4.3. Revenue Trend Analysis 10
4.4. Challenges in the Mobile Telecommunication Industry 11
5. Statement of the Problem 12
6. Methodology 12
6.1. Questionnaire 13
7. Survey Data Analysis 17
7.1. Data Collection 17
7.2. Description of the Sample 17
Demographic Information of Survey Respondents 17
Current Mobile Handsets 19
7.3. Mobile Carriers in General 20
Spending on Mobile Phone Bills 20
Importance of Basic Services 22
Importance of Mobile Carrier Features and Willingness to Pay More 22
7.4. Current Using Mobile Carriers 24
Current Mobile Carriers Distribution 24
Years of Subscription 25
Motivations for Choosing the Carriers 26
Spending on Mobile Phone Bills 27
Internet Usages 28
Satisfactions towards the Current Carriers 28
7.5. Future Mobile Carrier – 4G LTE 30
Evaluation of Price Acceptance and Intention to Subscribe 30
Importance of Mobile Carrier Features in 4G LTE 32
Feelings about Subscribing to 4G LTE 33
Favorable Features for People Intend to Subscribe and Not Intend to Subscribe 33
Preferable 4G LTE Carriers 34
7.6. Intension of Subscribing to 4G LTE versus Current Internet Usage 35
Current Internet Usage 35
Spending on Mobile-phone Bills versus Mobile Internet User Group 36
Intention to Subscribe for 4G LTE versus Mobile Internet User Group 37
Willingness to Pay More versus Mobile Internet User Group 38
Prices Acceptance versus Mobile Internet User Group 38
7.7. Carrier Switching Analysis 40
Carrier Switching in 4G LTE 40
Satisfactions towards Current Carriers versus Carrier Switching 41
Reasons for Subscribing to the Current Carriers versus Carrier Switching 42
8. Conclusions 44
8.1. Spending on Mobile Phone Bills: Lower than ARPU in 2011 44
8.2. Motivations for Choosing the Carrier: Cheaper to Call Boyfriend, Girlfriend, Husband, Wife is the Most Appealing Feature 44
8.3. Important Carrier Features: Network Coverage, Monthly Rate Plan, Voice Call Quality, and Internet Speed are the Most Important Features but People are just willing to Pay More for Better Coverage, and Internet Speed 45
8.4. Satisfaction towards the Current Carriers: Chunghua Telecom is the Most Satisfying Carrier 45
8.5. Expectations towards 4G LTE Carriers: High Speed Data Rates, Mobility, and Voice Call Quality are the Most Favorite Features; Chunghua Telecom is Most Preferable Carrier 45
8.6. Subscribing to 4G LTE: Wait and Listen to Other Comments, Wait for Favorite Phones and Promotions, Subscribe after 1 Year 46
8.7. Carrier Switching: Many Subscribers Plan to Switch to Chunghua Telecom in 4G LTE 46
8.8. 4G LTE Price: 888 TWD Monthly Plan is Appealing to Heavy Internet Users Spend More 47
8.9. Factors Influencing Carrier Switching: Bad Network Coverage, Poor Voice Call Quality, and Slow Data Rates Could Influence Subscribers to Switch to Other Networks 47
8.10. Factors Influencing Customers to Use the Same Carriers: Network Quality and Cheap Rate to Call Family are the Most Important Factors to Retain the Subscribers in the Networks 48
9. Recommendations 49
10. References 50
Appendix A – SPSS Data Analysis Output 51
Appendix B – Questionnaire 114
[1] John Wiley & Sons (UK), Penttinen (ed), Jyrki T. (2012). The LTE/SAE Deployment Handbook.,
[2] National Communications Commission website (2011). Telecommunication figures in 2011, http://www.ncc.gov.tw/
[3] Taipei Times, Shelley Shan, staff reporter (30 June 2012). CHT tops survey of 3G mobile service, http://www.taipeitimes.com/News/taiwan/archives/2012/06/30/2003536630
[4] Wikipedia, editors (November 2012). LTE (telecommunication)., http://en.wikipedia.org/wiki/LTE_(telecommunication)
[5] Want China Times, editors (27 September 2012). Merger of WiMAX operators key to Taiwan's 4G roadmap: ministry,
http://www.wantchinatimes.com/news-subclass-cnt.aspx?id=20120927000076&cid=1204
[6] DIGITIMES, Bryan Chuang & Adam Hwang (30 January 2012). Taiwan government continues support of WiMAX, http://www.digitimes.com/backgrounders/wimax/story.asp?datePublish=2012/01/30&pages=PD&seq=200
[7] Nokia Siemens Networks website, editors (2012). LTE – Long Term Evolution Products Portfolio
http://www.nokiasiemensnetworks.com/portfolio/products/mobile-broadband/long-term-evolution-lte
