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  • 學位論文

突破性行動多媒體應用技術之競爭策略~以”SuperAct” 3D Engine 為例~

Competitive Strategies of Breakthrough Multimedia Mobile Application Technology ~ A Case Study of “SuperAct” 3D Engine ~

指導教授 : 游張松

摘要


根據Morgan Stanley Dean Witter 的預估,2008 年全球無線網路數據相關內容與應用的營收將會達到US$2,450 億之多。Analystics 則指出於2005 年~2007年行動3D 內容與應用每月將可為系統商帶來約US$0.40 ~ US$1.40 ARPUs(average revenue per user)的增長,並且佔無線網路數據整體市場營收約13%強。由此可見,行動3D 市場的潛力不容忽視。 然而,這樣的一個新技術應用市場對社會大眾來說是相當陌生的,它是否存在特殊的市場結構(Structure)以及有哪些關鍵成功因素(CSF)?在此產業當中有哪些主要參與者(Player)?這些參與者的定位與所適用的競爭策略究竟為何?為了回答這些問題,首先,本人以系統產品、標準競爭與行動產業相關理論為基礎,並且綜合對行動內容市場的分析,歸納出行動3D 市場的關鍵成功因素包括有:滿足消費者對行動特性的需求、正確的目標顧客定位與成熟的相關技術與配套措施。 其次,本研究則利用行動通訊五層理論為基礎,綜合行動3D 市場特殊之生態關係,歸納出適用於行動3D 之五層理論,並藉此五層結構來瞭解各個層級廠商的定位,以推導出各個參與者應當注意的發展重點與競爭策略。 最後,則利用了個案公司--SuperAct 做為以上所提出之行動3D 產業研究結論的驗證。並且,針對個案公司所具備資源、競爭優劣勢與動態市場定位發展建議的短程策略建議包括有:集中焦點於行動遊戲與MMS、集中火力於新市場的開發、技術能力的持續加強與保護以及採行低價的技術支援與檔案格式轉換服務。 至於長程策略建議則包括有:爭取技術策略聯盟伙伴以發展技術相容性最高之系統產品、整合內容層以提供系統商Mobile 3D Total Solution 與成為技術標準。

並列摘要


By 2008, wireless data services will account for $245 billions in revenue on top of wireless voice services (Morgan Stanley Dean Witter). Furthermore, Wireless 3D applications will add an incremental $0.10 ~ $0.40 to operator ARPUs (average revenue per user) spreading across the whole customer base by 2005, and $0.40 ~ $1.40 by 2007. Up to 13% of wireless data revenues will be associated with 3D applications by 2007 (Analysis). But, this kind of technology application is new to society. Does it have special market structure? Who are the major players in this industry? What are the positions of these players and their competitive strategies? To answer these questions, first of all, I summarized the system product theory, standard competition theory and mobile industry related theories as the foundation, and then combined the analysis of mobile content market to draw a conclusion that the Critical Success Factors of mobile 3D market are as follows:satisfaction of customer mobile characteristics demanding, correct target customers, development of related technology and supporting tructures. Second, I used mobile communication 5 levels theory as the foundation, and then combined the concept of mobile content market ecosystem to formulate mobile 3D 5 levels theory. Furthermore, I used this mobile 3D 5 levels theory to illustrate the strategies and CSFs of the players in different levels. Last, I used a case study of SuperAct Company to justify the former mobile 3D market conclusions. Besides, based on SuperAct’s resources, dynamic positioning and competitive advantages/disadvantages, I personally have some suggestions for short-term conduct strategies, which are as follows:focusing on mobile game, MMS and new market development, continuing reinforcing technology advantages and protection, and adopting low price for technology support and file format transformation services. As to long-term strategies: forming strategic alliance for developing highly compatible technology, integrating content for mobile 3D total solution and becoming technology standard.

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