This thesis presents trends and strategies of an effective technological innovation based on the fusion of telecommunication and broadcasting. This thesis primarily is focused on following research questions.
1) What is the technological development direction according to the utilization of digital technology and new business in integrated multimedia industry?
2) What are the methods of entering the new business and technology acquisition of advanced companies along with technology fusion?
3) What are the important factors when the strategic alliance is selected for the method of technology acquisition?
4) How has the standardization processed in integrated multimedia industry, and what are the factors in featuring standardization profits?
This thesis reviewed the related literatures, such as characteristics of high technology innovation, in-depth of sub-industries, strategic alliance, technological standardization in integrated multimedia industry and carried out a case study of strategic alliance. To investigate practical methods of technological innovation, a research framework is proposed based on the industrial analysis of advanced companies.
The major findings regarding in-depth of sub-industries, strategic alliance in integrated multimedia industry are as follows. At first, the dominant design and compatibility affect the standardization competition, and the winner of this competition can get the de-facto standard position.
Secondly, the technology fusion and industry incorporation are very important factors in directing the technology innovation. Especially, recent technological innovation arose out of the digital convergence and market.
The third factor is the strategic alliance that can make a important role in turbulent and rapidly changing environment. To validate this factor, four cases are selected and analyzed such as: digital satellite broadcasting, telecommunication, cable TV alliance case. The major findings are as follows: the most important factors that differentiate the case from highly experienced companies are anticipation of key alliance business risks, careful examination of alliance business plan, rigorous resources planning and defining resource contribution, knowledge of partner's alliance experience and strategies to accommodate partner's management style.
This thesis provides several managerial and policy implications as follows: First, the standardization of the high technology such as integrated multimedia industry is the key success factor in achieving competitive advantages in the market. The standardization should give the satisfaction to the consumer.
Second, the structure of strategic alliance is to be determined with consideration of relational risk as well as performance risk. Also to keep the strategic alliance successful, both parties need to consider not only resources capacity and mutual congruence for alliance benefit.
Third, domain of business is blurred by integration of telecommunication with broadcasting, and technological innovation comes from competition over customization of product application and the changes in neighboring industries.
