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題名 OTT興起與電信產業發展—以中華電信「中華影視」為例
OTT business and telecom industry—a case of CHT video of Chunghwa Telecom
作者 蔡卓芬
Tsai, Cho-Fen
貢獻者 吳文傑
Wu, Jack
蔡卓芬
Tsai, Cho-Fen
關鍵詞 OTT業務
Telco-OTTs
內容產業
數位匯流
中華電信
OTT service
Telco-OTTs
Content industry
Digital convergence
Chunghwa telecom
日期 2017
上傳時間 1-Mar-2017 17:09:50 (UTC+8)
摘要 The OTT service is defined as services provided via Internet, and video service is one of the most popular OTT services. To avoid being exploiting network resources and try to share the OTT service revenue, telecom operators or telcos, with the advantages of running CDN and IDC services, may choose to jump into OTT market by launching telco-OTT services.
Chunghwa Telecom, being the largest telcos in Taiwan with experience of running MOD, the IPTV service, also launched its OTT service, CHT Video, to share the OTT revenue. Based on the broadcasting of Rio Olympic Games, CHT Video showed that young generation aged from 18 to 34 years old are the major customers to consume video OTT service, and sport events are one of the most popular attractions that differentiate OTT service from traditional TV offerings. This research conclude that content is still the key to develop OTT service, and Chunghwa Telecom is of advantage to running the telco-OTT service by strentghing content and service model to re-define media on the Internet.
參考文獻  元智大學數據與數位匯流創新中心政策法規研究團隊。「OTT 產業政策白皮書」， 2016年5月。
 Body of European Regulators for Electronic Communications. “Repont on OTT services,” January 2016.
 Greg Ireland, Research Director, Multiscreen Video of IDC. “2015 Consumer Video Survey: U.S. OTT Video Results”
 Paris Bustyn, OVUM Research Company. “OTT Media Companies: An Important Opportunity for Wholesale Carriers,” January 2016
 Digital TV Research. “The Asia Pacific OTT TV & Video Forecasts Report,” June 2016
 Dmitry Ivanov, Informa Telecom & Media. “Why Do Telecom Operators Need CDN?” February 2014.
 Varun Ahuja, Asia Pacific Equity Research, Credit Suisse. “OTT threat—Real for Singapore” January 2016
 中華電信內部報告。「中華影視--使用體驗整合設計案」。2016年1月
 中華電信內部報告。「奧運專題檢討--UX」。2016年9月。
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
103933021
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103933021
資料類型 thesis
dc.contributor.advisor 吳文傑zh_TW
dc.contributor.advisor Wu, Jacken_US
dc.contributor.author (Authors) 蔡卓芬zh_TW
dc.contributor.author (Authors) Tsai, Cho-Fenen_US
dc.creator (作者) 蔡卓芬zh_TW
dc.creator (作者) Tsai, Cho-Fenen_US
dc.date (日期) 2017en_US
dc.date.accessioned 1-Mar-2017 17:09:50 (UTC+8)-
dc.date.available 1-Mar-2017 17:09:50 (UTC+8)-
dc.date.issued (上傳時間) 1-Mar-2017 17:09:50 (UTC+8)-
dc.identifier (Other Identifiers) G0103933021en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/106860-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 103933021zh_TW
dc.description.abstract (摘要) The OTT service is defined as services provided via Internet, and video service is one of the most popular OTT services. To avoid being exploiting network resources and try to share the OTT service revenue, telecom operators or telcos, with the advantages of running CDN and IDC services, may choose to jump into OTT market by launching telco-OTT services.
Chunghwa Telecom, being the largest telcos in Taiwan with experience of running MOD, the IPTV service, also launched its OTT service, CHT Video, to share the OTT revenue. Based on the broadcasting of Rio Olympic Games, CHT Video showed that young generation aged from 18 to 34 years old are the major customers to consume video OTT service, and sport events are one of the most popular attractions that differentiate OTT service from traditional TV offerings. This research conclude that content is still the key to develop OTT service, and Chunghwa Telecom is of advantage to running the telco-OTT service by strentghing content and service model to re-define media on the Internet.		en_US
dc.description.tableofcontents 1. Introduction 1
1.1 Research background 1
1.2 Research motivation 2
1.3 Research purpose 3
2. OTT service introduction 4
2.1. Terminology and definition of OTT service 4
2.2. Introduction of OTT industry 6
2.3. Industry scope and types of OTT services 6
2.4. Rise of OTT services 8
3. Telecom industry and OTT 13
3.1. Overview 13
3.2. Traffic demand and the bandwidth constraint issue 13
3.3. Telcos have strengths on CDN and IDC services that can boost OTT services 16
3.4. IDC business and OTT industry 19
4. Telco-OTT 22
4.1. Overview 22
4.2. Telco-OTT service landscape in Asia 23
4.2.1. Hong Kong 23
4.2.2. Singapore 24
4.2.3. Taiwan 25
4.3. Comparison of telco-OTTs in Hong Kong, Singapore and Taiwan 26
5. The CHT Video OTT service 31
5.1. Overview 31
5.2. MOD service as a forerunner 31
5.3. Roll-out of CHT Video OTT 33
5.4. 2016 Olympic Games as an example 34
5.5. Interview notes from the CHT Video OTT service creator 39
6. Conclusion and suggestions 45
7. Reference 49		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103933021en_US
dc.subject (關鍵詞) OTT業務zh_TW
dc.subject (關鍵詞) Telco-OTTszh_TW
dc.subject (關鍵詞) 內容產業zh_TW
dc.subject (關鍵詞) 數位匯流zh_TW
dc.subject (關鍵詞) 中華電信zh_TW
dc.subject (關鍵詞) OTT serviceen_US
dc.subject (關鍵詞) Telco-OTTsen_US
dc.subject (關鍵詞) Content industryen_US
dc.subject (關鍵詞) Digital convergenceen_US
dc.subject (關鍵詞) Chunghwa telecomen_US
dc.title (題名) OTT興起與電信產業發展—以中華電信「中華影視」為例zh_TW
dc.title (題名) OTT business and telecom industry—a case of CHT video of Chunghwa Telecomen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻)  元智大學數據與數位匯流創新中心政策法規研究團隊。「OTT 產業政策白皮書」， 2016年5月。
 Body of European Regulators for Electronic Communications. “Repont on OTT services,” January 2016.
 Greg Ireland, Research Director, Multiscreen Video of IDC. “2015 Consumer Video Survey: U.S. OTT Video Results”
 Paris Bustyn, OVUM Research Company. “OTT Media Companies: An Important Opportunity for Wholesale Carriers,” January 2016
 Digital TV Research. “The Asia Pacific OTT TV & Video Forecasts Report,” June 2016
 Dmitry Ivanov, Informa Telecom & Media. “Why Do Telecom Operators Need CDN?” February 2014.
 Varun Ahuja, Asia Pacific Equity Research, Credit Suisse. “OTT threat—Real for Singapore” January 2016
 中華電信內部報告。「中華影視--使用體驗整合設計案」。2016年1月
 中華電信內部報告。「奧運專題檢討--UX」。2016年9月。		zh_TW