多媒體簡訊服務之關鍵成功因素分析－使用Delta模型與零阻力經濟法則

An Analysis of Critical Success Factors of MMS Using the Delta Model and Laws of Friction-Free Economy

周清江(Chi-Chang Jou) ； 吳旻臻(Sandy Wu)

《資訊管理展望》 10卷2期 (2008/12) Pp. 85-108

https://doi.org/10.29715/JIMCSA.200812.0005

摘要

本研究是以Hax and Wilde所提之Delta模型之架構，輔以零阻力經濟相關定律與法則，配合次級資料及初步訪談與深入訪談結果分析，探究行動通訊多媒體簡訊服務(MMS)價值鏈參與廠商於Delta模型之市場優勢，並歸納各業者應掌握之策略目標，提出在S型主流化曲線各時期MMS發展之最重要關鍵成功因素依序為(1)系統平台整合（網路互連與國際漫遊）、(2)簡單計費方式與合理定價模式、(3)內容創新與個人化服務、(4)MMS手機普及程度、及(5)垂直與水平業者間之整合。

關鍵字

多媒體簡訊服務 ； 關鍵成功因素 ； 三角形模型 ； 零阻力經濟

並列摘要

This study adopts the Delta Model of Hax and Wilde (2001), supplemented by principles and laws of friction-free economy, to analyze the critical success factors of the Multimedia Messaging Service (MMS) industry, combined with secondary data collection and in-depth interviews. We use the Delta Model to investigate the market advantages of MMS value chain's participant industries, and deduce their strategy goal. We propose the five critical success factors of MMS in the mainstream S adoption curve as follows: (1) system platform integration (network interconnection and international roaming), (2) simple billing rule and reasonable pricing plan, (3) content renovation and personalized service, (4) population of MMS handsets, and (5) the integration of vertical and horizontal MMS-related companies.

並列關鍵字

multimedia messaging service ； critical success factors ； delta model ； friction-free economy