DVB-H手機電視在台灣行動通訊業的創新策略

DVB-H in Taiwan Mobile Telecommunication Progress and Roadmap

王怡(Evangeline Yi Wang)

指導教授 ： 史欽泰 ； 陳鴻基

國立清華大學/科技管理學院/高階主管經營管理碩士在職專班/碩士(2008年)

摘要

中文摘要

行動電話提供現代人通訊便利之外，手機附加功能也不斷推陳出新，提供消費者在生活中不可或缺的服務，手機電視就是附加功能當中，兼具即時性及便利性的新功能。台灣在1997年開放民間業者經營行動通訊業之後，也提供各項加值服務，手機電視先前有3G業者提供行動電視收視服務，自2006年起試播DVB-H手機電視，具有省電節能及提高效率的優點，並可提供消費者雙向互動功能，未來可兼具娛樂性及提供業者對用戶另一行銷管道。

但是DVB-H手機電視是藉由廣播傳播模式提供服務，由於頻段為國家資源，由主管機關發給國內五家無線電視台執照，為一特許事業，但無線電視台必須結合行動通訊業者及整合上下游業者，共同建構平台，才能夠提供完整而具加值服務的功能。本研究藉由深度訪談法，討論台灣科技業在手機製造相關技術具有完整及高度研發的優異能力，由上游手機及任何手持式裝置的研發設計製造，到無線電視台提供播映節目及服務，與行動通訊業者提供計費及服務，合作建構的平台，並說明產業鏈組成因子在合作建構服務平台上所扮演的角色及未來發展策略。本研究提出對台灣發展DVB-H手機電視未來發展之創新策略的建議。

關鍵字

手機電視 ； 行動電視 ； 手持式數位視訊廣播

並列摘要

ABSTRACT

Mobile phones provide convenient communication, the additional features the phone also their quality, to provide consumers an integral part of life in the service, mobile TV is the additional features, both immediate and convenience of the new features. Taiwan in 1997 are eligible to open civil action after the communications industry, but also provide value-added services, mobile TV has previously 3 G industry to provide mobile television ratings service, since 2006 from the trial DVB-H mobile TV, a power-saving and energy-saving embankment The advantages of high efficiency, and provide consumers two-way interactive features, the future can be both entertaining and industry to provide marketing channels to another user.

However, DVB-H mobile TV broadcasting transmission mode is by providing services, as national resources for the band, issued by the competent organs of five domestic wireless television licence, licence for a cause, but the television must be integrated with wireless carriers and the integration of upstream and downstream Industry, building common platform in order to provide a complete and value-added services. This study by the depth interviews to discuss Taiwan's technology industry in the mobile phone technology with a high degree of integrity and the outstanding research and development capabilities, upstream from any mobile phone and handheld device design and manufacture of the research and development, to provide wireless television broadcast programs and services, and action The communications industry to provide billing services and building a platform for cooperation and that of the industrial chain formed in cooperation platform for building services on the role and future development strategy. This study proposed to Taiwan's development of DVB-H mobile TV future development of innovative strategy recommendations.

Key word：DVB-H, mobile TV.

並列關鍵字

DVB-H ； mobile TV ； HASH(0x1dc51300)

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