本研究目的在於研究台灣市場採用近端無線通訊（NFC；Near Field Communications）技術進而成立可信任服務管理者(TSM；Trusted Service Management）平台之可行性，並預估新創事業財務模型與分析，期望達到可長期維持穩定獲利之目的。 NFC技術是短距離非接觸式的一種通訊技術，反應時間只有0.1〜0.3秒，並且完全不需要複雜的操作程序，因此可使手機成為行動交易、服務接收工具的最佳解決方案。但使用該技術前，首先消費者端必須採用擁有NFC功能的手機。2008年初，研究機構ABI Research預估在2013年時，全球將超過20%的手機將配備有NFC功能，此技術可讓手機變身為電子錢包，結合非接觸式智慧卡讀取設備，可使消費者在零售商店消費或搭乘大眾交通運輸工具等用途。 NFC支付服務背後的商業模式複雜，其中需要金融或票證服務業者支持，方能將客戶資料放入手機，因而整個NFC生態體系需由多方業者共同合作建構而成，因此評估新創事業公司如何獲利更顯重要。 本研究根據投資參數條件、營業收入及成本推算出現金流量，並利用資本預算決策評估準則：NPV淨現值法(Net Present Value Method, NPV )及IRR內部報酬率法(Internal Rate of Return Method, IRR ) 來評價台灣電信營運商長期共同投資TSM平台公司之投資決策在永續經營下是否可產生獲利。最後根據本研究發現，TSM平台公司與銀行業者洽談所抽取NFC信用卡交易手續費的百比率和交易手續費調整的次數為該投資案是否可獲利之關鍵重要因素。由本研究發現該投資計畫如要獲利需有大量資金做後盾並有長期經營之遠見。長遠來看，如能增加其它營業收入來源將有助於公司產品線的豐富性並可降低依賴NFC信用卡交易手續費為主要營收來源之風險。 在台灣，電信產業在NFC手機出現勢不可免的情況下，如何提供消費者最方便、最新穎的服務，更進一步具體描繪出未來NFC市場狀態與掌握獲利模式為本研究之貢獻。

國家利益是國家追求長久生存發展的各種需求，這些需求表現於各種層面之中，其中主要表現在促進國家強盛和經濟的發展，謀求綜合國力及國際地位的提高，維護主權與領土完整和傳統文化價值等，是一種安全、經濟、政治、文化等因素的綜合，當國家利益獲得滿足與維護時，國家安全才能獲得保障。 冷戰結束後，國際局勢雖然趨於和緩但卻不太平，由於武裝衝突和局部戰爭不斷且難以平息，因此對國家安全和地區穩定形成威脅，使得聯合國遂行國際維和任務也越來越多。 聯合國「維和行動」是根據安理會決議，派遣至爭端國或衝突地區的軍事觀察員及維和部隊，通過監督落實停火協議和斡旋、勸說衝突各方進行談判等方式，消弭衝突和戰亂，最終循政治途徑謀求爭端或衝突的解決。維和行動也是國際事務一種另類的爭端處理機制，它既不是裁判爭端的公平解決，也不是強制處理國家間的戰爭或衝突。 中共身為聯合國安理會的常任理事國之一，負有協助安理會採取維護國際秩序與和平行動的責任與義務。隨著其國力提升，亦須在國際事務中承擔更多的責任，避免形成國際間的流言蜚語，因此以參與國際維和行動為名義，表面上為世界和平與地區穩定貢獻國家力量，實際上為爭取國際間發展條件、維護海外利益，改變國際社會對其的負面觀感，藉以塑造負責任大國形象，提升國家地位及國際影響力。 / National interests is a variety of requirements for a nation’s to pursuit a long-terns survival and development which mainly manifested in promoting national prosperity and economic, seeking comprehensive national strength and international status, also to maintaining sovereignty and territorial integrity, and safeguarding traditional culture value, etc. National interests for China is a safe, economic, political, cultural and other elements combination when it’s been satisfied and maintenance that national security can be protected. After the Cold War, although the international situation tends to moderate but not peaceful, because of armed conflicts and local conflicts hard to calm down and threat to the national security and regional stability that also caused United Nations have to performed more and more international peacekeeping missions in the global world. UN "peacekeeping" operation is based on Security Council resolutions, dispatched arm forces or military observers to the dispute nation or conflict area by monitoring the implementation of the ceasefire agreement and through persuade the parties of conflict to negotiate and to eliminate conflicts and wars, and ultimately through political means seeking to resolve disputes or conflicts. Peacekeeping operations are an alternative dispute settlement mechanism, it is neither fair referee disputes resolved, nor is it mandatory handling inter-state wars or conflicts. China as a permanent member of the UN Security Council, certainly have a responsibilities and obligations for assisting the Council to take action to maintain international order and peace. With its strength increase, also in international affairs assume more responsibility, to avoid the formation of international gossip, Therefore, In order to participate in international peacekeeping operations in the name of the surface to contribute to world peace and regional stability, national strength, actually strive for international development conditions, maintain overseas interests, change the negative perception of the international community for its view to shaping a responsible image, enhance national status and international influence.

近年來隨著智慧型手機的興起，人們開始利用智慧型手機處理日常生活事務及社群娛樂。無形中，已逐漸的改變日常行為模式。因此，許多學者也開始進行人們使用智慧型手機狀況的研究。 若透過傳統問卷等方式蒐集分析使用記錄，受訪者可能因訪問員的外在因素而影響問卷有效性。為解決此問題，很多研究開始在智慧型手機中安裝應用程式，蒐集使用記錄，藉以分析使用行為。然現今此類應用程式，都是為特定的研究進行開發，缺乏了彈性的考量。因此，本論文設計一個是用於安卓智慧型手機的可客製化行為感測記錄器，提供研究學者依各自需需求產生實驗項目規格檔，由受測者下載至手機，透過我們的行為感測記錄器，記錄平時手機操作行為之相關記錄，並於指定之時機下將記錄上傳供研究學者統計分析，以符合個別實驗之要求。 本研究重點在於如何定義彈性且多樣化的實驗設定檔，並考量載記錄感測過程中，電力大量消耗和受測者隱私資保護的議題，提出因應的解決方法。我們設計與執行幾個實驗來驗證此行為感測記錄器，初步看來，此記錄器可以滿足我們的主要需求，但結果也導引出一些需改進的設計議題。 / In recent years, with the rise of smart phones, the public began to take advantage of smart phones in daily life and social engagements. Virtually, smart phones have gradually changed people's behavior patterns so that researchers are eager to understand the how people use smartphones in their daily life. In this thesis, we present a configurable activity logger for Android smartphones for recording a smartphone’s sensor data and the user’s operations. Instead of one Android App for each researcher’s experiment, our approach is to devise a general logger App that can be customized to collect different data items according to the needs of various researchers. Specifically, our logger App accepts experiment configuration files in which researchers specify what data items to collect and at what frequency, and then conduct the logging task accordingly for each experiment. In other words, our logger works like an interpreter on such experiment configure files. Besides customizability of logging items, our logger concerns the saving of electricity and the preservation of user privacy. Firstly, we have applied various power saving tips published in the literature to the design of our logger. Secondly, we have refrained from collecting any contents that may reveal the user’s identify or that may invade user’s privacy. To evaluate our logger, we have designed and implemented a few data collection experiments. The preliminary results show that our logger can fulfill most of the requirements we set up, though thy also reveal some improvements we need to work on in the future.

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在大型天然災害發生之後的黃金救援時期，災民存活率和救災效益之提昇極度仰賴於一個順暢的通訊系統。由歷年來大型災變的經驗中我們可知，行動通訊系統其實是不可靠且極為脆弱的，基地台之電力供應中斷或連接後端固定網路線路（Backhaul）之損毀都將使得通訊系統癱瘓而影響救災工作效率。 本研究提出一種新的應急通訊系統，利用原有行動通訊系統中未損毀但失去連網能力的基地台，藉由臨時供應的電力恢復其運轉，並以無線通訊設備與鄰近基地台互連建構一個臨時應急性的網路，稱為應急蜂巢式行動通訊網路（Contingency Cellular Network，CCN），供災區內手機用戶進行通訊。由於災區內部通訊的對象通常是一個特定的群組角色，而非一個特定人員，而災民與救災人員也不知彼此所在位置及聯絡的方式，因此無法以平常的撥號方式發起呼叫。本研究以CCN網路架構為基礎，設計並實作群組通訊模式，讓災區內人員以簡碼方式向任一群組發起呼叫並建立通話。 為驗證CCN群組通訊設計之可行性及效能，我們以IEEE802.11 Wi-Fi無線網路環境建置模擬系統，並以Android平台手機搭配VoIP軟體模擬手機與系統連線以進行通話。最後設計了一連串的實驗評估本模擬系統之效能。從實驗結果可知，本系統可於短時間內即時回應使用者註冊需求及完成通話連線處理；當通話數在30通以下時，Mouth-to-Ear Delay (MED) 值可維持在400ms以下，語音品質控制在一般VoIP使用者可容許的範圍之內。本實驗可作為未來改進系統功能和建置架構之參考依據。 / When stricken by a catastrophic natural disaster, the efficiency of disaster response operation is very critical to life saving. The efficiency of disaster response operation is greatly depending on communication systems. However, they were usually not dependable, including cellular networks, and often crashed due to power outage and backhaul link breakage. The failure of communication systems caused a big coordination problem to many disaster response operations. This thesis proposes a Contingency Cellular Network (CCN) by connecting isolated base stations to survival base stations using long-range wireless links to restore part of cellular network functionality. People can use their own cell phones for emergency communication in the disaster areas. CCN will be able to support many disaster response workers in the early hours of catastrophic natural disasters, thus to save many lives. Since the receiver of a phone call in a disaster area is usually a resource (agent), not a particular person, we designed a special Agency communication mode for CCN allowing CCN users to initiate a phone call to a nearby resource by dialing a designated agency number, instead of a real phone number. To verify our design, we implemented an emulated CCN system using an IEEE 802.11 Wireless LAN to mimic the CCN network and Android small phones with VoIP software to mimic user terminals. Finally, we conducted a series of experiments to evaluate the performance of the emulated system. The experimental results show that the emulated system can respond promptly to the user registration and call set-up requests. Mouth-to-Ear Delay (MED) can be effectively controlled below 400 ms when there is no more than 30 calls originated. This system may be used as reference for the future development of contingency communication networks.

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本研究旨在探討固網及行動電話業的雙網整合(Fixed-Mobile Convergence，簡稱FMC)，造就此一趨勢的市場背景及促成技術，影響此趨勢未來發展走向的因素，電信業界的實施方式，與手機製造業的機會。 為何要討論固網及行動電話的整合? 因為它是近兩、三年來全世界電信業界最重要的發展趨勢，是電信業與網際網路的碰撞及交融，電信業界的典範轉移，也是固網業與行動電話業的大競合。它會影響電信業版圖勢力的重整，電訊網路的變革，手機功能的調整，服務提供的方式，是整個「未來世代網路」(NGN: Next Generation Network)的核心議題。 什麼是固網及行動電話的整合? 簡單說來，是指在同一支手機或PDA上，既可接打一般行動電話，又可打網路電話(Mobile Voice over IP)。換言之，雙網整合的行動電話同時具備GSM與Wi-Fi兩種網路之接取能力，在Wi-Fi範圍內時打網路電話，不在時就仍用GSM打電話，由於網路電話通常免費或價錢很低，如此既得到良好通話品質，又享受最低通話費用。要做出這種產品與服務，除了需要手機製造端的技術整合外，電信業者也需整合其通訊網路技術，並更新服務模式，牽涉層面十分廣泛。 本研究發現，促成雙網整合的市場因素包括: (1) 有線電話逐漸被行動電話取代，固網業者為奪回市場佔有率，遂以雙網整合模式推出新的服務模式 (2) 行動電話電信業者希望降低客戶轉換率 (3) 電信業者增加收入的壓力 (4) 消費者簡化通訊方式的需求 而雙網整合的促成技術包括: (1) 「網路電話」(VoIP)技術的發展 (2) 無線寬頻技術的發展，固接式寬頻連線的普及 (3) 整合式手持通訊裝置的製造技術日益成熟，市場接受度高 如何實施雙網整合，固網電信業與行動電話電信業各有不同打算。純粹的固網電信業多選擇成為「虛擬行動電話業者」(Mobile Virtual Network Operator)，或與行動電話電信業策略聯盟，以取得後者在行動電話網路的接取能力。同時，它們以具備Wi-Fi接取點功能的「家用閘道」(Residential Gateway)，與Cellular/Wi-Fi雙網手機，提供家庭用戶雙網整合的服務。在未來電信網路設備的選擇上，多傾向採用符合IMS (IP Multimedia Subsystem)標準的產品。 行動電話電信業者則多選擇UMA (Unlicensed Mobile Access)技術，在其基地台建設中，加入UMA網路控制器，並提供UMA雙網整合手機與服務給用戶。目前有多家行動電話電信業者在測試此技術與服務模式。如果採用UMA技術，未來如何與IMS技術接軌，會是行動電話電信業者需要考量的議題。 未來會影響雙網整合發展的因素則為: (1) 標準的採用: 雙網整合相關的標準包括SIP (Session Initiation Protocal)，UMA與IMS等。SIP與UMA目前已有產品問市，IMS則有待未來。 (2) 電信業者的經營模式是否成功，即推出的雙網整合服務的產品與價位，是否足以吸引消費者換機，與學習新的使用模式 (3) Wi-Fi/Cellular雙網手機有耗電量，通話品質，使用方法友善程度等問題，這些是消費者能否接受的關鍵因素 (4) 企業界整合語音通訊與資料通訊的意願及速度，並將辦公室交換機昇級至IP PBX的決心。企業界將會是雙網整合技術最早的採用者，其使用經驗將對一般消費者有很大影響力。 雙網整合的真正主角，是具備雙網整合能力的智慧型手機。手機製造業者在此趨勢中的市場機會包括:UMA雙網手機，SIP Wi-Fi單網手機，SIP Wi-Fi/Cellular雙網手機等。但要製造這些手機，需解決許多技術問題，包括:數位語音壓縮/解壓縮方法，回音消除處理，Wi-Fi耗電問題，Wi-Fi通訊之安全保護機制，使用者介面整合，互通性測試等等。再加上雙網整合的遊戲規則是由電信業者制定，如何使手機與電信業者的服務模式搭配完美，是一大挑戰。 雙網整合目前仍在發展階段，相關的標準、技術、產品、與服務皆未臻成熟，非常值得持續的研究與觀察。 / “Fixed-mobile convergence” (FMC) is the theme of study in this research. This research attempts to find out: 1) the “Pull” forces coming from the market demand for FMC solutions; 2) the “Push” forces of the enabling technologies that make FMC possible; 3) the factors that will impact FMC’s future; 4) how the carriers are deploying FMC; and, 5) FMC-related opportunities for the mobile phone manufacturers. FMC is about the convergence of telecommunication world and the Internet world. It is the former’s endeavor to benefit from Internet’s low cost, and richness in online services. It stems from the business battle for market share between the fixed network operators and the mobile operators, and it will affect the future power span of these operators. FMC trend includes the following aspects: terminal devices, services, business models, and network technologies. It is so crucial in forming the telecommunication industry’s future, which makes it the core subject of Next Generation Network implementation. FMC is the enablement of mobile phones to use fixed network technologies, such as Wi-Fi network, corporate LANs, IP PBXs, and so on. A Wi-Fi/Cellular dual-mode mobile phone has telephony capability on both Wi-Fi network via mobile VoIP (Voice over IP) technology, and on cellular (such as GSM) network. When the end user is within the Wi-Fi hot spot coverage, the voice communication will be on top of IP. When the user is out of Wi-Fi coverage, then the phone calls are running on cellular network. For the consumers, this technology promises “any time, any where” ubiquitous connectivity and mobility, while at the lowest possible price, since VoIP is normally free or has very low cost. To deploy such products & services, the operators have both technical & business issues to deal with. Based on the findings of this research, the market demand which accelerates converging mobile & fixed network include:  Fixed-mobile substitution (FMS), which means people are using mobile phones more often than fixed-line phones. In many Western European countries, about one third of the household do not install fixed phone lines any more. They only use mobile phones as communication vehicle. Under such circumstances, fixed-line operators are forced to fight back for their market share. FMC is one of such strategies for launching new products and services to win back the end customers.  Mobile operators need to lower the subscriber churn rate, for which they are losing customers. In the United States and some areas in Europe, mobile phone coverage in residential area is unsatisfactory, due to the high cost of building up cellular infrastructure to cover vast space. This is the main reason for the subscribers to switch operators, for the mobile operators, FMC seems a logical solution. Since household penetration rate of high-speed broadband access is high in US, Europe, and many Asian countries, with a Wi-Fi access point and Wi-Fi/cellular dual mode phone, even when the cellular signal strength is weak at home, the user is still able to make phone calls using Mobile VoIP technology on Wi-Fi. This is the origin of UMA (Unlicensed Mobile Access) technology and standard, which mobile operators are pursuing.  All network operators are under constant pressure for growing their revenue, since voice service has quickly become a commodity when flat-rate tariff model is getting prevalent. With FMC solution, mobile operators could earn back the users who are attracted away by the low cost of Internet telephony. For fixed-line operators, FMC is a mechanism for providing packaged deal of broadband access and dual-mode mobile phones. More over, they could provide “quadruple play” services to support IP TV, Video on Demand, and other Internet services to increase their revenue.  “Less is more” mentality of the consumers. Most consumers or working people nowadays have at least three telephone numbers: home phone, office phone, and mobile phone. Each one of them has its own phone bill, voice mail box, and phone book. Some people even have e-mail account, instant message account, and Internet telephony account (such as Skype screen name). The mobility or interchange between these mechanisms of communication, and to manage them is becoming complex. The consumers are asking the mobile operators to integrate their services and phone bills, which again, pulls the operator to FMC solutions. The following are the enabling technologies that facilitate the development of FMC. Without these technologies, FMC can not take root in the telecommunication industry, and generate commercial products in the future.  VoIP (Voice over IP). VoIP service, products, and PC-based software clients have flourished in the past several years along with the exponential growth of the Internet. With the success of Vonage (pure-play VoIP service provider) and Skype (peer-to-peer internet telephony network based on PC), internet telephony has entered the main stream. Network operators that seek to lower the operation cost are turning to this technology as well. Mobile VoIP over EVDO, HSDPA, Wi-Fi, & WiMAX are getting a lot of attention recently since it can help to reduce the tariff, thus attract more users. For Mobile VoIP technologies to secure its market foothold, many issues need to be tackled, such as AEC, voice codec (compression & decompression), jitter buffer handling, SIP (Session Initiation Protocol) stack and RTP (Real-time Protocal) stack handling, power consumption, telephony UI integration, and so on.  High density of wireless broadband network such as Wi-Fi and WiMAX, and wide spread availability of wired broadband access such as xDSL and FTTH in school campus, office buildings, hot spots, transportation hubs, and homes, lay the foundation of FMC. Without such infrastructure, FMC can not thrive. With the combination of both wireless and wired broadband accessibility, Wi-Fi/cellular dual mode phone becomes practical and useful to the general public.  Converged handheld devices with multiple functionalities like push e-mail, PIM (Personal Information Management), Camera, SMS/MMS, internet browsing, phone book, Calendar, and so on, are getting very popular among business professionals in the last two, three years. With the advent of 3G network, data transmission need for email and SMS, more than voice, has increased peoples’ appetite for more powerful devices. Smartphones or PDA Phones that use open operating system such as Windows Mobile, Linux, or Symbian, have become powerful productivity and connectivity tools that cater to consumers’ needs, and have gained great success. The market demand helped to increase the sales volume, and drive down the unit price, which in turns stimulate more buyers. Bluetooth and Wi-Fi capabilities are newly added functions that further facilitates mobile VoIP in an economical way. Once the phone makers have taken care of issues like AEC (Acoustic Echo Cancellation), voice codec (compression/decompression), power consumption, integrated user interface for telephony, CPU loading, GSM/Wi-Fi handover, and so on, the Wi-Fi/Cellular dual-mode phone are taking the center stage of FMC. The factors that will impact the future direction of FMC:  Uncertainty of the FMC-related standards, especially for UMA (Unlicensed Mobile Access). UMA was adopted as FMC solution mostly by the mobile operators, however, it was considered as an intermediate solution toward IMS (IP Multimedia Subsystem), which so far was mainly adopted by fixed-line operators. UMA-compliant products are yet to be launched and proved by the market in the later half of year 2006, its fate uncertain at this moment. SIP (Session Initiation Protocol) is now de facto standard for VoIP, yet its implementation has many variations depending on the vendor. As for IMS (IP Multimedia Subsystem), its standardization process is still undergoing, VCC (Voice Call Continuity) specification is not final yet, the commercialization of IMS could take another two to four years. With all these standards evolving, both consumers and businesses could hesitate in their purchase decisions, and this may impose negative effect on FMC.  Business model of the operators. How they are going to launch FMC service, at what price, with which handheld device, will affect the end customers’ willingness to purchase. They need to provide good incentives for the end users to switch to the new dual-mode phone, and the UI needs to be intuitive enough to shorten the learning curve, and at attractive price.  As described above, the quality of the handset itself plays a critical role on the future of FMC, and its user friendliness and benefits will define the development of FMC.  How fast the enterprises will upgrade their PBX and networking facilities to integrate outbound data and voice communication. VoIP, IP PBX/Centrex, office software, and phone vendors are working together now to provide the enterprises “premised-based” FMC solutions. These solutions promise the executives more efficient administration of the phone bills, better productivity of the employees, and better customer relationship, and so on. Enterprises are the early adopters and test beds for FMC. If they find it useful, it will be helpful for the sales and distribution to the home and personal market. FMC deployment strategy varies from one operator to the other. Pure-play wired operators tend to become MVNO (Mobile Virtual Network Operator), or at least to have alliance with the mobile operators, so that they could get access to the mobile network infrastructure. Since wireline operators in most cases are also suppliers of broadband service to the home, they will take advantage of this infrastructure, and provide residential gateway (e.g. Wi-Fi access point) and Cellular/Wi-Fi dual-mode mobile phone as the FMC solution for the home market. In preparing for future, they tend to select IMS-compliant network equipments. Mobile Operators prefer UMA technology as FMC solution. It is comparatively simple in deployment in the network. Quite a few mobile operators are now in trial run of UMA. In the future, how to migrate UMA to IMS will be a challenge for those who adopt the former. For the mobile phone makers, FMC trend indicates the market opportunity of: UMA dual-mode phone, SIP Wi-Fi single-mode phone, and SIP Wi-Fi/Cellular dual-mode phone. Yet, unlike general purpose consumer market, these FMC phones need to be tied hand-in-hand with the operators for better integration of services and tariff plans. If these solutions are targeted at the enterprises, the phone makers need to work with IP PBX vendors as well. How to work with these parties, and come out good, integrated phones, is a great challenge. Fixed-mobile convergence is still evolving in the telecommunication world, with many vendors and parties involved, and each has its unique way of FMC implementation and business model. How it will turn out takes continuous research and observation. Due to its scale and influence for the future, the effort will definitely be worthwhile.

近年來國際間電信市場上，由於電信自由化風潮的影響，促進電信市場競爭和保障消費者用戶的相關規定和政策陸續制定出現。號碼可攜服務隨著電信市場的逐漸成熟與開放新進業者的加入等，其實施的迫切性和需求性則越來越重要。另一方面，韓國和台灣兩國皆有相同的共識，先後推動實施所謂的行動電話號碼可攜 (Mobile Number Portability)服務，讓民眾在更換不同行動電話業者服務時，仍能夠保有使用原號碼之權利和便利性。 本論文的研究目的：(一)是想以較台灣先實施行動電話號碼可攜服務的韓國為主要的研究比較個案國家，瞭解韓國電信主管機關的政策制定過程、探討行動通信市場現況、消費者用戶的需求與行動通信業者的回應與市場策略；(二)再輔以參考其他已實施國家經驗中的成功與失敗的因素，與台灣的相關政策、業者策略和消費者用戶的態度等，做綜合性的對照和分析比較，提供台灣在未來實施過程中的建議。 主要的研究方法為文獻分析法與深度訪談法。並且針對「政府相關部門的政策制定」、「消費者用戶的需求」和「行動通信業者之因應策略」，以及「政策實施後所造成的影響」四大問題面向進行探討和分析。 研究分析結果整理發現，韓國和台灣在先後實施行動電話號碼可攜服務之後，的確增加消費者用戶選擇業者的權利，和促進行動通信市場上各家業者的競爭和發展。行動通信業者為了鞏固既有用戶基礎和吸引別家用戶上門，無不提供更多樣的費率包裝和增加服務內容。 研究建議台灣目前已實施之行動電話號碼可攜服務，應該：(一)縮短申請攜碼移轉作業的時程；(二) 加強維護消費者用戶的權益措施；(三) 健全新舊業者之公平競爭機制。 / In recent years, because of the influence from telecommunication liberalization in the international telecommunication market, there are many policies of improving competition in the telecommunication market and protecting consumers are made one after another. Along with that the telecommunication market becomes gradually mature and new operators join competition, the implementation of the number portability service is getting more and more important. On the other hand, South Korea and Taiwan both implemented the so-called "Mobile Number Portability Service", allowing mobile subscribers to switch service operators while retaining the same mobile phone number. The purpose of this research is: (1) to try to make a comparative study of Mobile Number Portability Service between Taiwan and South Korea. (2) And it will also give some useful suggestions to improve the implementation of Mobile Number Portability Service in Taiwan, by learning experiences from other countries which have implemented Mobile Number Portability Service. Using literature review method and deep-in interview method, this research discusses and analyzes four major research questions: "the government’s policies", "the subscribers’ demands", "the operators’ strategies" and "the influence from implementing Mobility Number Portability Service". This research finds out that, after implementation of Mobile Number Portability Service in South Korea and Taiwan, it indeed provides more freedom for subscribers to select service operators and stimulates the competition and development in the telecommunication market. Besides, every service operator provides more tariff packages to consolidate old subscribers and attracts new subscribers form other service operators. This research suggests the implementation of Mobile Number Portability Service in Taiwan should: (1) reduce the time of application for Mobile Number Portability Service; (2) strengthen the measure of maintaining subscribers’ interests; (3) create a fair competition mechanism.

行動行銷將為行銷的未來(Rick, 2005)，透過無線科技的應用，消費者可以以隨時隨地接收到廣告主所發送的行銷活動訊息，並產生即時的互動，研究也顯示此科技應用的有效性，雖這群使用者目前正在增加，但仍為少數，在台灣更是如此。本研究主要目的從創新擴散觀點探討台灣行動行銷為何擴散如此緩慢，此解釋性個案研究將對同件事件提出對立的解釋，並指出如何應用此解釋到其他的創新擴散過程中；以組織層級為主，針對行銷部門，本研究將以多重及嵌入式個案研究，藉由主要影響科技採用與擴散的四因素，包括高階主管的支持、採用單位的專業程度、外界資訊的來源與外部環境所致的壓力，加上與該組織內部與外部環境(包括組織給予的資源與預算、科技廠商給予的專業知識支援、科技廠商對科技環境的教育與訓練，及組織的外部環境對組織策略的影響)來瞭解行動行銷在台灣綜合廣告代理產業的型態。 / Mobile marketing would be the future of marketing. (Rick, 2005). Consumers can receive messages of marketing campaigns from advertisers anywhere and anytime, and make interactions instantly. Studies also show the effectiveness of this new marketing mix tool. The adopters have continually emerged, though there are still few, Taiwan, in particular. The aim of this study is to explain why mobile marketing in Taiwan diffuse slowly from the perspective of innovation diffusion. The research is an explanatory case study, which would pose competing explanations for the same set of events and to indicate how such explanations may apply to other innovation diffusion processes. Conducted at entire organization level, marketing department in particular, an embedded, multiple case study would be used to describe the pattern of mobile marketing diffusion in Taiwan advertising agencies by utilizing four important facilitating factors(including Top management support, Professionalism of adopting unit, External information sources, and External pressure), and a diffusion circuit(including Resources and budget, Expertise from the professional unit, Education and training to the host environment, and Strategic impact to the host organization).