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  • 學位論文

行動電視商業營運創新服務之研究

The Research of Innovative Service in Mobile TV Business Operation

指導教授 : 廖森貴

摘要


隨著台灣無線數位電視的發展,提供了電視行動接收的可能,讓消費者瞭解廣播的科技也進步到可以應用在行動工具(汽車、捷運、手機、筆記型電腦及可攜帶之裝置)上。因此,應用手機行動的特性以及應用互動技術的創新服務將為未來行動電視的營運創造無限的商機。 本研究採用次級資料分析法、問卷調查及深度訪談等,匯集了國內外行動電視發展的現況、華視進行經濟部科專所做的行動電視創新服務實測調查以及專訪國內行動電視相關產業的業務主管做研究分析。 目前全世界行動電視商業營運都在做初步的嘗試,服務的模式為提供免費收視,營收的來源就是廣告,但傳統廣告營收收入有限無法突破商業營運獲利的目標。經由本研究的結果,創新服務的關鍵成功因素在於是否具備「互動」功能的服務。消費者使用互動的服務,讓行動電視從單向走到雙向化被動為主動,行動電視產業也經由此項服務的利基獲得企業利潤。 行動電視創新服務的「互動」模式符合現代潮流的活動,包括購物、電玩、下載、博弈及美食等,同時配備具全球定位系統的行動手機將可以提供購物、餐飲等的折價訊息,並指出確切的地點,這種貼心的服務才能超越消費者的期待。 行動電視在商業營運時的服務創新策略,就是必須提供具有「互動性」的殺手級應用的服務創新以及創新的跨產業合作方式才是行動電視商業營運成功的關鍵。

並列摘要


Following the development of digital terrestrial TV in Taiwan, mobile TV reception became possible, so that watching TV with mobile phone is a good idea. Mobile TV with modern transmission technology could support an innovation services. We usually enjoy TV programs at home , but TV is not only a TV. Mobile TV should be used at anywhere and satisfy the customers with an interactive service. The research referred worldwide data on mobile TV and examines current development trends in the global mobile TV pioneers. Furthermore, intensive interviews with relevant companies’ staff were conducted to obtain worthy information on the current development, strategic planning, and innovation service of mobile TV. From the CTS field trial that support by government project, tester surveys were also used in order to understand consumers' expectations of programs and data services on mobile TV. The research results show that mobile TV industry chain could find out a valuable service. At present, mobile TV run business just in beginning .The future business model of mobile TV in Taiwan could be free reception, prepay, or by subscription. Due to new technology, innovative service will take us from one way to both ways that could gain profit by adding value service. Those innovation applications meet the highest anticipations . Mobile TV with interaction is a 「killer application」in mobile TV service. Customers do not expect that mobile TV serves datacasting and programs only in one direction, some kinds of innovative service with interaction comes to life should be a big issue. Mobile phone with mobile TV technology will make a large income in the future.

參考文獻


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