由SSNIP檢測來看我國視訊服務市場界定

A Delineation of Relevant Market in Taiwan's Audio-visual Market via SSNIP Test

This study aimed to address the issue concerning whether cable TV, IPTV and paid OTT TV services should be classified as the same relevant market in Taiwan. The approach, small but significant and non-transitory increase in price (SSNIP), was employed as the main method for delineation of relevant market. For the purpose of testing price sensitivity, this study designated two scenarios, 5% price increased and 10% price increased while adopting SSNIP approach to identify consumers' choice decisions by comparing critical loss and actual loss. Quantitative data were collected via the well-structed questionnaire, and there was total 1068 interviewees responding to our telephones' investigations. The main findings indicated that none of the aforementioned three products was capable of constituting the relevant market individually, regardless of the scenario where the price rises by 5% or 10%. In this respect, cable TV and Chunghwa Telecom's MOD (IPTV) were able to be verified and defined as relevant markets no matter 5% price increased or 10% price increased. According to this empirical analysis, cable TV and Chunghwa Telecom's MOD were considering as the relevant market. Based on the main findings, this study suggested that the relevant policy should be revised concerning the consistent geographic market definition for cable TV and Chunghwa Telecom's MOD.