智慧型手機(Smart Phone)整合了語音通訊與PDA個人數位運算系統,成為個人智慧型手持裝置(Smart Handheld Device),為原本僅具有語音與文字通訊功能的手機注入了新生命,也為通訊產業帶來龐大變革及商機。隨著3G寬頻時代的進步,智慧型手機也不斷的增加各種軟、硬體以提供使用者更多樣的服務,因此,如何將軟、硬體以及作業系統與通訊平台之間的整合,便成了智慧型手機製造商最重要的課題。 在智慧型手機未來發展持續看好的情況下,各家廠商積極切投入,市場競爭也越來 越激烈,再加上智慧型手機的日新月異,智慧型手機研發方針與行銷策略將主導切入廠商搶攻此市場的成敗,因此在決策制訂前必須做審慎的分析研究。 本研究將以市場問卷調查及策略管理產業分析之六力分析及SWOT分析之方式進行分析研究,期望能提供智慧型手機業者一個明確的方針及順利掌握智慧型手機之未來發展趨勢,以訂定出有效的策略。
Lntegrating the voice communication and the personal digital computing system, a smartphone becomes a newly personal handheld device nowadays. This new device not only redefines the function of the mobile – the voice and the SMS services but also brings more business opportunities to mobile application and the revolution to the telecom industry. Besides, thanks to the enhancement of the third generation of mobile telephony(3G), there are many new software as well as hardware resources built up to provide a variety of services to smartphone users. Accordingly, it will be a critical issue to smartphone manufacturers to set up a full combination of the applications, the hardware, and the service platforms. Due to the growing market, more competitors, and more mobiles with different functions, the development and the marketing strategies will be the key to successfully get more market shares for smartphone suppliers. As a result, a detailed analysis before making a decision will be a must. This analysis, based upon the first-hand market survey, the strategic Six Forces, and SWOT, is expected to provide a more accurate and more effective tactic to smartphone suppliers to better understand the future trend of the smartphone.