無線網路語音服務經營策略之研究

此研究著重於：如何在已知未來必然是無線寬頻的網際網路世界的生活中，藉由無線網路語音服務，創造並搶得新商機。網路服務以引爆網路外部性的使用消費者數量為事業經營成功的必要基石。本研究以網路語音服務經營策略為切入點，研究可能的市場進入策略，例如社群概念及所需的核心技術。本研究檢視目前台灣無線網路現況，說明M-taiwan計劃推行成效有限，緣自於使用者的不便利性。本研究進而分析無線網路價值創作循環及網路語音產業鏈，歸納並探討相關案例的困境，如WiFly，應來自消費者的不便利性，及消費者的切換成本。本研究亦演譯出網路語音服務未來機會的關鍵成功因素，並提出具有引爆網路外部性的網路語音服務的經營模式及其必須配合的技術核心，作為新創公司的藍本，使新創公司得以在網路外部性的基礎上，開創並且以顯現真正的價值。

關鍵字

無線網路語音；切換成本；網路外部性

並列摘要

This study focuses on how to create and seize new business opportunities through a wireless VoIP service, while the future is bound to be known life of wireless broadband Internet world. The necessary cornerstone of success in internet services is the network externality detonated via the number of subscribers. This study uses VoIP service as a starting point to approach the probable market entry strategies, for example, the concept of community and the necessary core technology. The present study examines Taiwan's current status of the wireless network and finds that M-Taiwan program effectiveness is limited due to user inconvenience. Our study analyzes the VoIP industry supply chain and the value creation cycle and concludes some related cases and explores the plight, such as WiFly, from the consumer convenience and consumer switching costs. The study also deduces the key success factors for VoIP opportunities, and proposes the required core technology to meet the operational strategy of new venture company for detonating the network externality. This business strategy is the blueprint for newly created company, and the new start-up must base on the network externality to manifest the real value.