Telco IPTV growth strategy in Taiwan

With the absolute advantage of owning broadband network, Telcos are positioning their IPTV service as part of bundled broadband packages to increase their revenues. The number of global Telco IPTV subscribers is growing at a rapid pace and expected to reach 105 million in 2013. Although emerging content delivery technology increase value from these investments and derive competitive strength, the market strategy employed by each telco is determining the ROI (Return of Investment) of IPTV development. This paper targets at finding market growth strategy by analyzing possible product/market combinations to help telcos in Taiwan finding out the correct direction for future marketing development. The results reveal that telcos in Taiwan have very good opportunities to increase the IPTV revenues by offering differential high definition program, quality of service network, flexible pricing strategy, and convergent digital home services.