析論台灣行動通訊產業運作對行動內容設計發展之影響

針對台灣現今行動內容呈現停滯低迷之發展態勢，本研究以設計觀點，經由對行動內容設計因素之探索，期從使用者角度找出問題，進而提出改善建議以供相關業者或人員參考。本研究首先針對外在行動產業之組織發展、與內在網路文化對行動內容設計之影響，進行相關理論與文獻回顧探討、次級資料蒐集；接著，透過實地訪談產業運作取得初級資料，並以紮根理論進行資料分析，發現行動內容之設計因素是從「功能」、「應用」與「規格」三個概念構成以「相容性」爲目的的設計目標。最後，再根據結論針對網路營運商、手機製造商、內容供應商與設計人員各提出相關改善建議。

關鍵字

行動內容；行動價值鍊；設計因素；紮根理論

並列摘要

Mobile communication industry in Taiwan is faced with the dilemma of active penetration of mobile voice service and stagnant growth of mobile data service. Through clarifying the current design processes of mobile content, this study examined the factors affecting design of mobile content from the user perspective and suggested methods for improvement for reference by visual communication designers as well as related organizations and industries. This research contained a literature review on the effects of external growth of mobile communication industry as well as internal development of Internet culture on the design of mobile content. In-depth interviews were conducted among professionals in mobile communication industry. Primary data collected were then analyzed using the Grounded Theory. Results of the analysis reveal that the goal of mobile content design is to make compatible the functions, applications and specifications of the mobile network or handy devices. Reasons accounting for the stagnant growth in mobile data services include (1) mobile content unrelated to user experience and demand, (2) faulty operation of the mobile network value chain, (3) development restricted by improper control, and (4) accomplished competitive advantage being ignored. Suggestions for overcoming these drawbacks are made to serve as references for designers, network operators, cell phone manufacturers and mobile data service providers.