이동통신단말장치 유통구조 개선에 관한 법률이 이동통신 유통경로에 미치는 영향 (The Effects of The Mobile Device Distribution Improvement Act on Mobile Service Industry and its Channel Members)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 20권 / 3호 / 131 ~ 156페이지
· 저자명 : 송영욱, 성민, 김상덕

초록

이동통신단말장치 유통구조 개선에 관한 법률(이하 단통법)은 가입유형에 따라 고객을 차별하는 판매행위를 금지하고, 단말기 보조금에 상한선을 두어서 단말기 유통구조를 보다 투명하게 개선하며, 단말기 출고가와 통신요금 인하를 유도하려는 취지에서 시행되었다. 그런데 그 법이 최종소비자를 포함하여 이동통신 경로구성원들에게 긍정적 영향을 미칠지, 부정적 영향을 미칠지에 대한 논란은 크게 대두되고 있다. 그러나 그에 대한 체계적인 연구가 부족하여, 단통법의 이해, 적용, 전망, 개선과 관련하여 정책방향을 제시하는 데 한계가 있었다.
본 연구는 문헌 연구를 토대로 이동통신 유통경로의 구성원들인 이동통신 단말기 제조업체, 이동통신서비스 공급업체, 이동통신 유통업체, 최종소비자를 대상으로 심층면접을 실시하였다. 그 결과, 단통법은 제조업체와 유통업체에게 가장 많이 불리하고, 최종소비자에게 다소 불리하지만, 이동통신서비스 공급업체에게는 대응여부에 따라 유리할 수도 있는 것으로 나타났다. 그리고 본 연구의 심층면접 결과를 통해, 단통법과 관련하여 여러 쟁점사항들을 유추할 수 있다. 보조금 규제로 인한 소비자 부담의 증가, 반시장적 경쟁제한, 첨단기술 개발 제한, 제조사의 경쟁력 약화, 영업기밀의 유출, 법안의 목적과 수단의 불일치, 이동통신사 중심의 유통구조 고착화, 이용자 차별방지를 위한 장치 미비 등이 그것들이다.
마지막으로, 단통법으로 인한 이동통신 유통경로의 변화 전망으로써, 본 연구는 이동통신 유통경로의 양극화와 중소유통업체의 구조조정, 타 유통경로의 확대와 대리점 유통경로의 축소, 저가 단말기 전문매장 등장과 이동통신재판매 사업자의 성장, 음성적 장려금/Payback의 성행 가능성, 그리고 이동통신 유통경로 내 파워 구조의 변화를 제시하였다.

영어초록

A recent Telecommunication Act, Mobile Device Distribution Improvement Act(MDDIA, highlighted by handset subsidy cap: HSCA henceforth) went effect on Oct. 1, 2014. The Act aims to forbid discrimination on the amount of subsidies on the handset to the subscribers. It tries to improve channel structure by stipulating subsidy cap on handset, and, eventually, reducing the price of the handset and monthly mobile phone service charge, turning the overheated market back into normal.
Overall, the motivation and the enactment of HSCA are evaluated to be quite desirable in Korea. In particular, middle-aged females, who have limited access and are insensitive to price information of IT products are benefited much from the law. Now, they can select any retail store and simply purchase a mobile device with a reasonable price, the same amount of price as other people pays without searching vigorously for the price information or doing the legwork. While the regulatory body Korean Communications Commission(KCC) and Ministry of Science, ICT and Planning(MSIP) insists that positive results are foreseeable in the market as most subscribers benefit, the press, civil rights group/NGOs and the watchdog agency criticize that, even now, customers’ perceived monthly charge and handset price are too costly; they contend that service operators, SKT, KT, LGU+, are the only beneficiary group earing surplus from the Act.
As such, the HSCA is one of the most talked about topics in Korea which resulted from the conflicting interests among its stakeholders. Unfortunately, the paucity of its systematic analysis and research is key stumbling block which limits the understanding, application, future consequences of the amendment. Although the HSCA is a huge environmental force which may alter the channel structure of mobile industry, there are limited amount of discussion or thoughtful underpinnings of the issue in the academic field of 'channel of distribution'.
This study is designed to overcome the aforementioned shortcoming. First, we conducted a thorough review of literatures on the issue that were published in research articles as well as trade journals and proceedings/newspaper articles. Second, we conducted a systematic in-depth interview targeting the core stakeholder group in the channel such as 1. handset manufacturer, 2. mobile service operator, 3. retail/sales forces,and 4. subscribers. Third, we measured their perception toward the HCSA and its influence on the other stakeholder, and its future and the room for improvements.
Research Design

This study employs an in-depth interview. As a way of reflecting the real competitive landscape, we selected sample representative respondents from each handset manufacturer, operator, dealer, and subscribers with different operators. Then, well-trained staff inquired the perceptions of the respondents on the HSCA's short-term and long-term effects toward the other stakeholder.
The Result of the Analysis

Mobile device manufacturers are expected to experience stabilization of market whilst the market will experience an emergence of competition for better quality and improved brands, and increased investment on R&D as a result of HSCA. However, the enactment of the law is projected to create more negative impact rather than positive. The most serious concern was the creation of cheaper phone market, deteriorating sales and profitability for the manufacturers. It is projected that the law is more favorable to the companies with more powerful brand and creates higher probability of secrete cash bounty of the manufacturers in the long-term. Moreover, there will be stronger bargaining power of telecommunications service provider which will increase the pressure from the service providers towards the manufacturers in the pricing negotiation. In contrast, the remaining members of distribution channel except the manufacturers, - i.e. telecommunications service providers and retailers – focused more on the positive aspects of the issue. For instance, it reduces unnecessary marketing costs and improvements on the utilization of retailing channels of local mobile device manufacturer, LG and Samsung.
For the issues relating the influence of HSCA on mobile telecommunications provider, it is projected to have reduction of the cost that telecom service providers bear when attracting new customers and reduction in unnecessary competition among the players. However, there are also negative aspects of the enactment where it will reduce the number of subscribers who pays large amount of fees and increase pressure on price reduction. Moreover, it will increase the cost of changing the device and increase competition on additional cash bounty. However, the members of distribution channel except the Telecommunications service providers says that there are more positive impact than they claim. For example, their profit will increase as their marketing cost decreases and the party that pays the subsidy will be changed into retailers.
The responses regarding the questions on the influence of HSCA on retailing stores were seriously negative.Retailing stores are expected to have large decrease in sales and strong increase in competition. In order to deal with the competition, the small to mid-sized retail stores are projected to provide secrete incentives which they have to bear the legal responsibility. Further, the distribution channel will be reorganized to be in favor of large retail stores and conglomerates. A door-to-door, telephone call sales and illegal person-to-person sales are expected to grow as a result of the change. While many of the other members of the distribution channel agree with the retailers’ grievances, they believe HSCA will exclude the unproductive player out of the market which will enhance the efficiency of the market as a whole. Nevertheless, all of the stakeholders of the distribution channel agreed on the negative impact of HSCA on retailing stores.
















Mobile Phone Device Manufacturers Mobile Telecommunications Providers Mobile Telecommunications Retailers Consumers (The end users ) Manufacturer1 Manufacturer2 Manufacturer3 × △(Polarization) △(Polarization) ○ ○ ○ × × △ (Polarization) ○ × × Service Provider1 Service Provider2 Service Provider3 △(Polarization) × × △(Adoptability) ○ △(Adoptability) △(Polarization) △(Adoptability) ○ ○ ○ △(Client type) Retailer1 Retailer2 Retailer3 × × × × × × × × × △(Client type) × × Consumers1 Consumers2 Consumers(University Students)1 Consumers(University Students)2

















× ○ × × Aggregate Result favorable 0, neutral3, unfavorable 5

Unfavorable to the Manufacturers favorable 4, neutral2, unfavorable 3

Depends on how they deal with the new law favorable 1, neutral3, unfavorable 4

Unfavorable to the Retailers favorable 4, neutral2, unfavorable 7

Unfavorable to the Consumers * '○' favorable, '×' unfavorable, ‘△(Polarization)' favorable to industry leaders / unfavorable to industry followers ‘△(Adoptability)' the consequence will be dependent upon the adoptability of the HSCA ‘△(Client type)' unfavorable to whom with sufficient price information / favorable to whom with insufficient price information <Table 10> Conflict of Interest among the Key Stakeholders of Distribution Channel Stipulated by HSCA Conflicting opinions are expressed on the impact of HSCA towards the end consumers. For the positive aspects, the new law reduces the risk of consumers’ paying additional payments on the purchase of the mobile device and reduces the time and effort that consumers have to spend in order to obtain the information. Thus, it will be easier for consumers to choose the retailing stores and the price that they have to pay for the mobile device and telecommunication service charge will decrease into more rational level. Negative aspects of the new law are mentioned, as well. More importantly, the high cost of mobile phone device and increase in overall telecommunications service fees are two major concerns. There are also growing concerns over secret bounty payments and price-fixing of the major mobile telecommunications service providers. Different reactions emerged between the groups of general consumers and young, university students due to differences in the ability to search for information. More favorable reactions were expressed by the general consumers but negative response came from the university students. The other key stakeholders of the distribution channel say that there will be more benefits to the customers who changes the mobile phone device rather than the ones who changes the mobile phone number and additional efforts are needed in order to receive secret bounty payments.
Through the in-depth analysis asking whether the HSCA will be beneficial or unfavorable to the key stakeholders, this study found that the HSCA may be strongly unfavorable to manufacturers and retailers and some what unfavorable to the end users; however, it will be beneficial for mobile telecommunications service providers depending on how they deal with the situation (refer to Table 10).
Lastly, the comments of the respondents of the interview, core channel members, on the areas of HSCA that need revision are summarized in Table 11.

참고자료

· 없음