台灣行動上網成功關鍵性因素之探討-以日本NTT DoCoMo i-mode成功經驗來看行動上網業

The Key Successful Factors of Mobile Internet in Taiwan: Using NTT DoCoMo in Japan as a successful model

宋淑玉(Sung Shu Yu)

指導教授 ： 陳偉如博士

元智大學/資訊學院/資訊傳播學系/碩士(2001年)

摘要

以行動電話當作上網的工具在2000年可以說是相當受到重視的議題，本研究針對這個議題想探討國內目前行動上網的情況如何，及探討日本NTTDoCoMo在推出i-mode行動上網服務短短一年多的時間，就造成這麼大的轟動的原因為何，希望找出成功的關鍵因素使未來相關業者作為遵循的參考方向。
本研究採用次級資料分析法及深入訪談法來收集相關的資料，研究架構分為總體環境、產業結構及企業本身三個層面，總體環境分析中，分析電信法規、政策及科技部分；產業環境採用Porter的五力分析，將產業依照產業內的競爭者、潛在競爭者、替代品、購買者及供應商五方面作分析；最後將成功的關鍵因素歸納出三個層面：法規、政策與科技、產業等三方面。
一、法規層面：電信自由化進展的速度、電信市場開放政策、中華電信民營化、行動上網計價的公平性、第三代行動通訊的執照核照方式、第三代行動通訊的執照的公平性。
二、政策科技層面：政府對行動通訊產業的獎勵程度、研發機構對相關技術的投入、我國軟硬體廠商對相關技術的投入、我國廠商自給自足的能力、傳輸網路升級的速度。
三、產業層面：市場具高度成長潛力、競爭者的數目、服務項目的多元化、業者間的策略聯盟、服務費率的差異性、替代品的替代強弱、潛在競爭對手的競爭力、消費者對行動上網的意願、國內硬體供應商的供應能力、國內硬體供應商的研發能力、國內軟體供應商的內容規劃能力，及與國內軟硬體供應商的合作方式。

關鍵字

行動上網 ； 無線無線應用傳輸協定 ； 關鍵成功因素 ； 五力分析

並列摘要

Mobile Internet has become very popular in the 2000. The thesis focus on research the Mobile Internet industries in Taiwan, and using NTT DoCoMo company ‘s i-mode services as a successful model to find out the Key Successful factors of Mobile Internet industries in Taiwan.
The data collection methods use In-depth Interview and secondary data analysis. The research structure divided into two categories: environment and industries. Environment structure uses regulation, policy and technology as analysis units. At industrial part, using Porter 5 forces model to analysis. Finally, we conclude three categories of Key Successful factors, regulation, policy and technology and industries.
A.Regulation: the progress of telecommunications deregulation level, the policy of telecommunications market, privatization of Chunghwa Telecom, the fairness of WAP charges, the way to decide who can get a 3G license, the fairness of getting a 3G license.
B.Policy and Technology: the government’s incentive of telecommunications industry, the institute’s R&D investment in Taiwan, wireless technology hardware and software services provider’s investment, the degree of self fulfillment of Taiwan, the speed of transmission infrastructure upgrade to GPRS.
C.Industries: high potential of market growth, the number of competitors, the diversification of services, business alliance, the differences of service price, the strength of replacements, the ability of possible competitors, user’s willingness of using Mobile Internet, the supply level of hardware providers, the R&D ability of hardware supplier, the content planning ability of content providers, the way to work with hardware and software provider.

並列關鍵字

Mobile Internet ； WAP(Wireless Application Protocol) ； Key Successful Factors ； Five-Forces Model

參考文獻

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