智慧型手機的平台策略之生態

Platform Strategy in the Smartphone Ecosystem

倪崔富(Newhook, Trevor Kent)

指導教授 ： 唐瓔璋

國立交通大學/管理學院/企業管理碩士學程/碩士(2011年)

https://doi.org/10.6842/NCTU.2011.00350

摘要

智慧型手機是一台結合手機功能與便攜式電腦功能的產品。他充分地改變了人們使用電腦的方式。
這樣的改革源自於那些喜歡擁有最新科技的手機用戶，進而使智慧型手機也開始將其會議室功能拓展到了廚房。所以現在，不管是在嶄新的市場上還是產業先驅都對此產業的發展有著不同的計畫。然而，在這新新產業之中卻只有少量的研究，且以現在產業先驅之營收作為範本的更是寥寥可數。

回顧先前的研究，我們發現目前的研究僅對於智慧型手機的產業結構、手機生態及平台領導者做一個概述，但尚未有任何研究是針對智慧型手機產業應運平台架構來做深入的探討。此研究綜合智慧型手機的產業結構、手機生態及運用平台架構來顯示最適合智慧型手機市場的平台策略。研究顯示，雖然封閉性策略將會為單一的公司帶來龐大的利潤，但是開放性策略則可為數家公司帶來更多的利潤。

研究可幫助公司找出有利於該公司智慧型手機的生態系統發展決策。

關鍵字

平台 ； 管理 ； 谷歌 ； 蘋果 ； 科技 ； 智慧手機

並列摘要

The smartphone, a combination cell phone and handheld computer, has revolutionized computing in many different ways. Starting with prosumers, the people who “need to have” the latest gadgets, the smartphone expanded its reach –from the boardroom to the kitchen. This is a relatively new market with new industry leaders, each with a very different idea of where the industry is going. Little research has been done in this new industry, and even less has been done on the business and revenue models used by the current market leaders.

Previous studies have been done on the structure of the smartphone industry, the mobile ecosystem, and on platform leadership in general, but nothing has been done to apply a platform framework to the smartphone industry. This study combines the two ideas, and uses a framework to show the platform strategy most appropriate for the smartphone market. Research shows that one strategy will make more money for a single company, while another strategy will make more money for a group of companies, and more money overall.

These findings can help managers decide which development ecosystem would be more beneficial for their company.

並列關鍵字

Platform ； Management ； Google ； Apple ； Technology ； smartphone

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