隨著通訊科技的進步，也加快了許多新興網路服務的發展(OTT服務)，而4G普及率快速提升帶動行動業者的營收，隨之而來的則是數位匯流的需求與各種影音平台的誕生，可以得知在行動市場的競爭將會變得更加複雜且競爭，在台灣行動業者推出吃到飽資費方案後，用戶享受方便的OTT服務，然而，行動業者面臨的挑戰則是來自於因OTT服務急遽成長的行動數據流量，其中在2015年影音串流服務佔了總行動數據流量的58%，這使得行動業者成為笨水管，若要維持服務的品質，則須投資更多資金在升級基礎建設上。基於行動業者的角度，本研究提出六項策略，其中分為笨水管以及影音服務供應商，笨水管指的是行動業者不開發自身的加值服務，包含躉售、零售以及與OTT服務Bundle，影音服務供應商指的是行動業者開發自身影音平台，在擬定各個策略組合後，接著定義模型中各類別項目的參數與計算方式，統整計算各項策略成本效益需要的項目，為了考慮研究的周延性再進行情境假設，最後使用Matlab軟體建立各個策略函式進行成本效益分析，以估算各項策略的淨現值。
研究結果顯示，躉售會因數據流量的成長在策略前期獲益，但隨著市場競爭出租流量價格降低以及流量成長幅度減小，在策略後期出現逐漸虧損的狀態。零售業務則因為語音話務量逐年減少，且台灣電信業者在資費上採取價格戰，故行動業務收入逐年降低。在開發影音加值服務的部分，在平台發展樂觀的情況下，因訂閱戶成長快速，故能為行動業者帶來正效益，若平台正常發展則是呈現虧損的狀態，就如現今台灣行動業者，但提供加值服務是行動業者的趨勢，主要目的為使行動業者的加值服務成為用戶生活的一部分，藉此降低客戶流失率。台灣行動業者目前正積極開發加值服務或採取與OTT業者合作，除了在影音部分能豐富自身影音平台內容外，也透過提供不同的加值服務留住客戶。

With progress of communication technologies, it enables rapid development of all kinds of services over the Internet, and we call these services with a name as over the top (OTT). The penetration rate of 4G has increased rapidly and also brought hug amount of revenues. With the emerging of digital convergence demand and other video platforms appearance, we can forecast intense competition of this booming market. The business expansion from scale of economies and the popularity of flat rates both have enabled people to surf and enjoy OTT services with no worry. However, the mobile Internet service providers (ISPs) have increased the number of market penetration rate quickly and have to deal with huge mobile traffic generated from OTT services. Video streaming occupies for 58 percentages in mobile data traffics from a recent survey and it indicates that OTT video streaming services convert mobile operators into dumb pipes. If mobile operators have to maintain quality of service, they need to invest more resources to upgrade their communication infrastructure. In order to study the competition between mobile operators and OTT service providers clearly, we propose, basing on mobile operator’s perspective, six options from pure wholesale dumb pipe to OTT video service provider. This study adopts cost-benefit analysis to compare total cost and benefit and assess profitability of each option, because cost-benefit analysis can provide quantitative number to aid for analyzing each option and obtaining a clear picture for input and output. To figure out different scenarios clearly, we have adopted Matlab to establish functions for analysis each strategy.
The results show that wholesale will be benefited from the growth of the mobile traffics in the early stage of the strategy. With the market competition, price of renting mobile traffic and growth rate in mobile traffic will be decreased, it indicates some loss in the last stage of the strategy. Because of voice call minutes in retail business has decreased year after year, mobile operators adopt price competition for their tariffs, thus revenues of mobile business would be reduced. Even with the optimistic situation, it has to develop a lot of value added services like OTT video platform to balance the loss with being a dumb pipe. Therefore, this study suggests mobile operators can cooperate with service providers. Mobile operators integrate these services and provide to users. This practice aims to let these services bundle with users and decrease churn rate. Taiwan mobile operators adopt to develop their value-added services or cooperate with OTT operators. These strategies can not only enrich their OTT video content but also decrease churn rate.

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