|Abstract: || 創新是這幾年最熱門的話題。企業因創新力的實現，得以將既存製品的性能提高，並且藉由新客戶的開發，提升公司的收益及股價，強化在世界各國中的競爭力。因此，創新對企業而言，具有左右公司成敗的能力。|
The buzz word these recent years in the business arena is innovation. Through the powers of innovation, enterprises are able to elevate the quality of their products to greater heights, thereby expanding their customer base, increasing revenues and strengthening their competitiveness internationally. As such, it is not an overstatement to say that the survival of an enterprise is dependent on its creative innovations.
The same applies in the communications industry. As rules and regulations become relaxed, the competition among enterprises becomes keener. This results in an explosion and continuation of innovation. Looking back at the communications industry and its major leap in innovative development through the years, we see the initial telephone upgraded to an automatic switchboard system, the popularization of the push-phone, the invention of the facsimile, cellular mobile phones, ISDN, PHS and much more. The potential of innovation is limitless.
Nevertheless, the basic structure of the PBX switchboard system in these innovations remains unchanged. Therefore, in the process of innovation, it is often the case that existing enterprises are in the lead. This, in essence, is also what Professor Christensen called sustaining innovation. On the other hand, one of the greatest innovations in recent years is the invention of IP telephone technology. The main reason being that the IP telephone, which has a different structure from that of a normal telephone, transmits through the internet and does not need a PBX system to work. Furthermore, the fact that it is not restricted by distance, time and that usage charges are based on a fixed quantity system, lends itself to being an amazing and cost-efficient form of telecommunication. This is what we call disruptive innovation.
The invention of the IP telephone technology has stirred up the interests of many emerging businesses in the communication industry which are eyeing the profitable prospects of this technology in the long-term. In the process of this disruptive innovation, the immediate question is how existing enterprises keep their lead. Therefore, the main objective of this thesis, using NTT, an existing enterprise, as its focus, is to discuss the threats and challenges encountered by NTT in innovative development, as well as the measures taken by NTT and finally, its ability to maintain its position in the market.