從企業價值網觀點初探行動加值服務營運商之競爭力

Competetiveness Analysis on Mobile Value-Added Service providers : A "Value Net" perspective

蔡學峰(TSF)

指導教授 ： 王小惠 博士

元智大學/資訊學院/資訊傳播學系/碩士(2003年)

摘要

全球電信產業中行動加值服務(Mobile Value-Added Service, MVAS)的成功案例首推NTT DoCoMo---「i-Mode」服務。其成功的模式(Business Model)在於電信營運業者(Operator)廣泛與內容服務商(Content Provider)、手機製造商、及應用服務廠商(Application Service Provider)相互合作與採取拆帳和分享利潤的模式。本文試從價
值網(Value Net)之觀點，探討現階段國內行動加值服務市場。本研究以和信電訊(KGT)與大眾電信(FITEL)為研究個案，分別探討兩家行動加值服務營運商與價值網中其他廠商間的合作關係、動機和策略。
研究文獻中探討了行動加值服務之產業價值鏈與行動加值服務之經營模式。研究分析呈現了和信電訊i-mode與大眾電信MiMi現階段的經營型態、內容類別與費率等。研究發現目前國內行動加值服務尚在起步階段，而目前電信業者所推出之專屬行動加值服務的手機樣式太少與價格過高，以及行動加值服務/內容目前仍然缺乏殺手級(Killer Application)應用軟體，都是未來業者應該思考的問題。最後本文建議電信業者應鼓勵/培植相關服務/內容製造商，使其行動加值服務更多元、更豐富；此外也可考慮降低行
動加值服務的傳輸費率與購買手機成本，如此才能開創出更大的行動加值服務市場。

關鍵字

行動加值服務 ； 價值網

並列摘要

In the global telecommunication industry, “i-Mode” offered by NTT DoCoMo can be described as the most successful case of the Mobile Value-Added Service (MVAS). Its successful business model rests on the condition where the operator, the content provider, the handset manufacturers and the application service provider all cooperate with one another, sharing bills and profits. This study discusses the current situation of the mobile value-added service in Taiwan. The thesis employed a case study method on the analysis of KGT and FITEL. We would discuss respectively the cooperative relationships between the operators and the other businesses linked into the value net, the motives and the strategies of the two above-mentioned companies.
We discussed in this study the industrial value chain and the business models of the mobile value-added service. The analysis presents the current business model, the content categories and the rates of the two mobile value-added services─“i-mode” offered by KGT and “MiMi” offered by FITEL. It is found that currently the mobile value-added service in Taiwan is at its initial stage in which few handset choices with unreasonably high prices and the lack of the killer application are what the providers need to consider in the future. At last, it is suggested that the telecommunication companies should encourage or cultivate the related service/content manufacturers in order to make their mobile value-added service more diversified and richer. Besides, the service rates and the handset prices may be lowered so as to create a larger market of the mobile value-added service.

並列關鍵字

MVAS ； Value Net

參考文獻

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