3G行動電話的優勢在於傳輸速度，可達384Kbps以上，因此，在政府開放五張執照後，各家業者皆投入巨額資金經營，期藉由傳輸速度快的優勢，可以發展出更多的行動加值服務內容，以期在語音營收成長飽和之下，創造另一營收來源。然而，觀察3G行動加值服務發展現況，發現台灣3G行動加值營收比GPRS時代，成長不大，用戶使用意願也不高。因此，本研究期望，透過了解全世界發展3G行動加值服務最成功的日本與韓國兩個市場，其3G發展過程中曾碰到過的問題，及其後的改善方案，提供給國內政府/業者參考，以便能縮短學習曲線，發展出殺手級的加值服務，提高營收，帶動3G產業的發展。 本研究經由文獻與理論探討、電信產業發展概況、日本行動加值服務市場分析、韓國行動加值服務市場分析與台灣行動加值服務市場分析後，最後作成結論與建議，並提出後續研究課題的建議。 經研究與分析日本和韓國市場，了解日本與韓國3G行動加值服務發展過程中，所碰到過的困境及其後續改善之方案，並對政府與電信營運商提出以下的結論與建議： 結論 : 一、 從以下日韓3G初期發展失敗的經驗，可為台灣業者借鏡以避免重蹈覆轍: 1、基地台設置不足，導致通訊品質不佳，用戶沒信心 2、加值服務內容定價過高及計價方式複雜 3、3G手機價格高 4、服務內容不具吸引力 二、 日韓 3G成功關鍵因素可提供台灣電信業者參考與學習 1、提高網路普及率 2、提供創新服務內容 3、操作簡便的服務 4、簡單易懂收費模式 5、人性化的3G 服務品牌 三、 網路品質改善第一優先，以建立用戶使用信心與意願 四、 藉由了解日韓3G發展過程，可以縮短台灣業者學習與摸索的時間 建議 : 壹、 政府方面: 一、基地台網路: 協調業者以共構的方式及加速整合UMA技術以解決網路品質的問題。 二、技術平台與內容產業: 制定適當的產業政策，以協助整合產業上中下游業者，以帶動產業 研究與發展。 貳、 電信營運商方面: 一、客戶數及終端設備: 電信產業再次併購與整合，以便擴大客戶數及求得最大經濟邊際效益。 二、內容與服務平台: 積極扮演內容服務開發與技術平台整合角色，以帶動內容產業的蓬 勃發展，並創造「皆贏」的局面。 三、費率: 提供高、中、低「吃到飽」簡單易懂費率，滿足不同需求的用戶。 / The advantage of 3G is on the speed up to 384 Kbps. After Taiwan government released five licenses of 3G to operators in 2002, the 3G operators started to invest lots of capital in building the infrastructure & operating. They all expected to develop more value-added services to enlarge data revenue of 3G by its advantage of high speed. However, data revenue of 3G is not obviously enlarged after it was launched since 2005. This research focused on studying the experience of Japan and Korea in 3G market as they are the most successful area in the development of 3G and also hope to learn from them by their successful experience and the difficulties they had met and overcome in the past. By learning from them, Taiwan operators could shorten the learning curve of the development of 3G and accelerate the development of value-added services and find out the killer applications to enlarge data revenue of 3G. This research conferred with literature & theory、the development of Telecom industry、the analysis of mobile value-added services in Japan、the analysis of mobile value-added services in Korea and the development of mobile value-added services in Taiwan. In the end, it came out to the points of conclusion and suggestion to this research. After analyzing 3G market in Japan and Korea, this research pointed out below conclusions and suggestions to Taiwan government and operators. Conclusions : 1. The operators can learn by the failure factors of Japan & Korea to avoid it happens again in Taiwan market as below listed: A. The establishment of infrastructure was not enough to provide good quality in connection. B. The pricing of value-added services is too high and too complicated to users. C. The pricing of 3G handset is too high. D. The content of value-added services is not attractive to users. 2. The operators can learn by the key success factors of Japan & Korea in 3G to accelerate blooming 3G market in Taiwan as below Listed: A. High infrastructure networking penetration could improve the quality of connection. B. To create innovative value-added services to attract users. C. To provide user-friendly handset. D. To design simple and various flat rate. E. To promote 3G services brand instead of 3G technology. 3. The first priority is to improve the networking quality to enhance the faith of consumer to use 3G services. Suggestions : 1. To Taiwan government : A. In infrastructure networking side: Taiwan Government shall coordinate operators to co-build infrastructure networking and accelerate the integration of UMA (Unlicensed Mobile Access) to improve the quality of networking. B. In technology platform and content side: Taiwan Government shall set up appropriate industry policy to encourage、integrate and drive industry to go forward. 2. To Taiwan operators: A. In customer base side: By merging each other to enlarge the customer base to reach max. economic benefits in tailor-made handset and overhead. B. In content and service platform: Operators shall aggressively play the role to integrate content service development and technology platform to drive content industry to go forward and create the win –win. C. In air rate: To provide various and simple flat rate to meet various customers need. Key Words: 3G、3G Mobile Phone、Value-Added Service、Japan 3G、Korea 3G