This case is intended to be used in an International Business or Strategic Management course to introduce the topic of entry strategy development and evaluation. Victor Yang, founder and Senior Vice President of Strategy and Business Development at Enter Active Media International (EAM), must decide whether or not EAM should enter the China market and if so, work with the executive team to develop an entry strategy. EAM is a privately held company, headquartered in Singapore, which develops and distributes interactive solutions aimed at mobile phone service providers (SP). EAM’s solution, called “Genie” consists of in-store kiosks that are located in every SP’s retail outlet and provide information about service plans and handsets to customers without having to talk to a customer service representative (CSR). On the back end, Genie provides detailed usage and demographic statistics to SPs. Even though EAM has operated successfully in several countries in South East Asia, the Chinese market presents unique challenges. Telecommunications sectors in most South East Asian countries have evolved in a similar way, with government owned monopolies being opened to competition from the private sector. China’s telecommunications sector, however, has evolved in a different way. In China, Provincial Post and Telecommunication Authorities (PTA) independently operate telecommunication networks in every city, which means EAM has to negotiate individual contracts in every city. Intellectual Property (IP) protection is another source of concern for EAM. It is not clear when or even whether China will develop a world-class IP protection system. Several experts believe China will follow the same path as countries such as Japan, Korea and Taiwan, which developed solid IP protection systems as they started producing IP worth protecting. On the other hand, some experts argue that this will never happen, since most R&D efforts in China are aimed at creating derivative technologies in order to avoid paying royalties, not true innovation requiring protection. It is also unclear whether or not there is a demand for EAM’s services in China. Finally, Dr. Thomas Chou, Victor’s partner, had suggested that EAM provide its services as a website and find ways to generate revenue through online advertisement instead of using EAM’s current business model. Victor and the rest of the executive team agree that EAM will enter the China market at one point, but questions remain about the right business model and whether this is the right time. India, Latin America and Eastern Europe seem like safer bets for the time being. Should EAM enter the China market now? If so, what should be their strategy? These are the questions Victor is trying to answer during his trip to Taiwan to finalize a contract with Vibo Telecom, one of the Island’s 3G mobile service provider

本研究應用雲端分散式的架構來建置與佈署一個處理大量使用者交易需求的高頻交易投資策略服務平台，此平台有以下特色： 1. 系統後端採用雲端SOA架構，將整個龐大的交易系統切割佈署到雲端叢集之上，並提供單一的Façade介面供外部使用者呼叫；系統前端畫面的設計遵循Yahoo UI嚴格的MVC架構規範，並保證前端的View與Model與後端的資料達成同步。 2. 不斷接收來自外部的即時報價訊息，並產生海量的即時市場狀態資訊，包含多種技術分析指標、買賣規則…等，以供高頻交易的策略作為買賣的依據。 3. 利用Java Message Service將大量的即時市場狀態資訊快速、非同步的派送給分佈在雲端叢集各節點的系統模組，並採取Publisher-Subscriber的模式來維持分散後各系統模組之間的鬆散關係。 4. 多樣化的統計演算法模型可供使用者作為產生優良的個人化投資策略之依據。產生的新策略可馬上投入即時的模擬交易環境下監控與評估其策略績效。

本研究利用雲端運算的技術，發展大量使用者使用的策略交易的系統。為滿足大量使用者的運算需求，本系統包括幾項特性： 1. 採用服務導向架構以充分使用雲端運算的特性。 2. 建立非同步事件控制機制以提供服務間非同步運算能力。 3. 採用集中式資料結構，提出收縮式肋骨網絡(SRN)資料結構，減少運算需求。 4. 提供基因演算模擬環境，讓使用者可以發展符合個人投資偏好的投資策略。 / In this study, we designed a algorithmic trading system for large numbers of users on a cloud computing plateform. So the main features of the algorithmic trading system have been as follows. 1. The use of Service-Oriented architecture in order to fully use the characteristics of cloud computing. 2. The establishment of asynchronous event control mechanism to provide services to non-synchronous computing power. 3. A centralized data structure, proposed Systolic Ribs Network (SRN) data structure, reducing the computing needs. 4. To provide the genetic algorithm simulation environment that allows users to develop in line with the investment strategy personal investment preferences.