嵌入式作業系統產業商業模式之探討 - 以微軟公司為例

近年來，全球的PC市場成長呈現趨緩，伴隨著工廠自動化、戶外交通、基礎設施、商業自動化等雲端連網的需求，嵌入式技術掀起了智慧化與網路應用的浪潮。嵌入式系統隨著軟硬體技術及應用逐漸成熟、相關成本的降低，市場規模及成長潛力逐漸受到大廠的重視。嵌入式作業系統是嵌入式系統運作的核心，相較於過去傳統作業系統，嵌入式作業系統被設計的相對彈性、精簡且有較好的執行效率。微軟公司在 PC市場取得成功之後，也轉進了嵌入式作業系統的市場。本研究目的在探討嵌入式作業系統產業的商業模式及其創新，首先藉由五力分析，了解產業動態與廠商競爭現況。接著採用價值網理論，從顧客、供應商、互補者、和競爭者四個構面，分析微軟公司與其他角色的價值活動，最後以四格商業模式架構，對成功的個案公司的商業模式及其創新作探討，也就是顧客價值主張、利潤公式、關鍵資源和關鍵流程。研究結果發現，微軟的嵌入式作業系統能夠後發先至取得領導地位，最主要的因素包括(1) 鎖定正確目標顧客提出有力的價值主張；(2)將目標客戶以外的廠商轉換為互補者增加 Windows Embedded 價值；(3) 善於從內部及外部快速取得關鍵資源；(4)主動回應變遷中的競爭基礎。透過這四項重要因素，微軟建構了不同於過去在PC市場的商業模式，並得以在競爭激烈的嵌入式作業系統市場持續成長，取得成功。

關鍵字

五力分析；價值網；商業模式；白地策略；嵌入式作業系統

並列摘要

In recent years, the growth of the Global PC market is slowing down. However, along with the needs of the cloud-based networking such as factory automation, outdoor transportation, infrastructure, business automation, the embedded technology had led the wave of the intelligent and the network-based applications. With the maturity of the hardware and software technology and the relevant cost reduction, the IT industry key players pay much more attention on the embedded systems. Embedded operating system is the core function of the embedded systems. Comparing with the traditional operating systems, the embedded operating system has been designed much more flexible, streamlined and effectively. After the great success in the PC market, Microsoft invested and entered into the embedded operating system market. The purpose of this study is to investigate the business model and innovations in the embedded operating system industry. At the beginning, to discuss the industry dynamics and competitive status by Porter's five force analysis. Secondly, to explore Microsoft's customers, suppliers, complementors, and competitors by the value net theory. Finally, the four-box business model framework include customer value proposition, profit formula, key resources and key processes were used to analyze Microsoft's business model of the embedded operating systems The results showed the main reasons that Microsoft's embedded operating system succeed. (1) To lock on the correct target customers and made a convincing value proposition; (2) To increase the Windows embedded overall value by converting the non-target customers into complementors; (3) Quickly access the key resources from the internal and external; (4) Responding the competition actively. Through these four factors, Microsoft constructed a total different business model and succeeded in the embedded operating system market.