隨著行動網路服務日漸普及,多家知名企業都已經推出各自的軟體平台,希望爭取成為智慧型手機作業系統的標準規格,本研究即企圖以產業現況、未來趨勢、標竿企業(NTT docomo)分析、以及個案研討的方式,整理出目前市場上五個主要競爭者-Apple iPhone、Google Android、Nokia Symbian、RIM BlackBerry、Microsoft Windows Mobile,彼此之間的競爭策略,和未來可能的發展方向。 為了更好地了解產品和策略的不同之處,本研究從個案分析的基礎中,歸納出包括「作業系統」、「軟體與網路商店」、「電腦與網路端資源」、「合作夥伴」、「其他優勢與劣勢」等五大構面,來進行比較,並結合網絡效應和鎖定效應,以網路產業(network industry)的競爭力分析模型判斷競爭者之間的實力高低,最後得出未來產業的可能結構,以及誰有機會成為最後的贏家。
As mobile internet service becomes more popular, a number of well-known companies have launched their own software platform to compete for the standard of smartphone operating system. This research attempts to sort out the competing strategies and possible direction of development among the five main competitors: Apple iPhone, Google Android, Nokia Symbian, RIM BlackBerry, and Microsoft Windows Mobile, by means of industry status and trends analysis, benchmark (NTT docomo) analysis, and case studies. In order to know the difference between products and strategies better, this research sums up five comparative dimensions, including “operating systems”, “software and online stores”, “computer and internet resources”, “alliances”, and “other advantages and disadvantages”. Finally, combining network effect, lock-in effect, and the competitive analytic model, this research comes to conclusions about the possible industry structure, as well as who has the opportunity to become the ultimate winner in the future.