聽音樂是每個人不可或缺的習慣，四五年級生應該記得以前學生時代，每逢假日就往西門町跑，因為不管錢多錢少都可以在哪裡找到你要的音樂，不管是原版還是A版B版，都不會讓你失望，當然還有代客錄音等等。在那個時期Sony Walkman就像這幾年的iPod，名牌、優越、潮流、個人，也是年輕人最期望的禮物。當時很多人找的是國外的搖滾樂團音樂，聽的是台灣民歌，看的是餐廳駐唱的民歌演唱，而國外藝人的演唱會是遙不可及的事。經過這麼多年，聽到像「天堂之階」（Stairway to Heaven/Led Zeppelin IV 1971）或「加州旅店」（Hotel California/Eagles 1977）這樣的老歌內心還是一樣的感動，但曾幾何時，足不出門，只要有網路，只要想得到都聽的到，音樂也一樣的感動。 現在人手一機，到處都能聽音樂，縱然經濟衰退加上金融風暴，全球消費因此而恐慌，但是手機與隨身聽廠商，尤其蘋果更是異軍突起，毫不受景氣影響。 根據調查或從周遭的朋友觀察，應該不難發現，買CD的人變的非常少，但是如果再進一步問一下，很多人花更高的代價看演唱會或Live House現場表演，然而唱片業產值卻每況愈下。 最近看了幾個線上音樂經營者，發現像KKBOX其on demand的模式，在台灣已呈現飽和狀態，因此迫使他往其他硬體如Smart Phone以及海外發展，因此讓我好奇，在網路上除了on demand還有其他模式是可能有商機的嗎？如果有，應該是怎麼樣的型態？ 過去曾經涉獵過遊戲產業，遊戲歷經盜版到線上免費，產業越做越大，因此將兩個產業對比一下，發現如果唱片產業能夠接受創新模式，也許下一個機會就在電信，因為經過本研究，發覺電信可提供互補的機會。因此經由設計的產品實驗，並作一些調查與電訪，試著提供數位音樂經營的新模式與電信發展的關係。甚至建議電信應該跟唱片全面合作。 / In the good old time, almost the students of north Taiwan went to the Hsimenting of Taipei city. Everyone would find his/her loved music no matter local or foreign. There was a service that you could ask the record shop to record your dedicated songs into cassette tapes. In that time the SONY Walkman is the most favorite gift for the youth. In that period, it was impossible that the foreign rock bands held a concert in Taiwan. For Taiwanese, only they could do was going to a live house to enjoy local music. Even now whenever the radio comes out with the songs such as “Stairway to Heaven by Deep Purple” or “Hotel California by Eagles”, we are very excited as same as the good old time. And now the scene is no longer but you can easy to find your favorite from the internet wherever or whenever you are. Recently, I looked back to Taiwanese digital music service and learnt that there is only one business model in Taiwan. That is ‘on demand’ model, such as “KKBox” and “ezPeer”. Since they lunched these services, it has been four to five years already and went to peak. There is few growth of their subscription base. So I wonder is there any new model for digital music market in Taiwan? If yes, what it would like be? Based on my work experience in Electronic Arts for decades (a famous gaming company based in Red Wood City in USA of California), I try to compare the two industries between computer gaming and digital music. I found that in Taiwan Computer Games was not defeated by the illegal copy, but they come stronger and bigger than the digital music. Why not transfer the successful model? In this research, it shows that the next chance of digital music can be related to Telecom. And it suggests that both Telecom and Music can be co-worked for more closely.

近年來，寬頻網路與數位內容的興起，受到世界先進國家的注意。在台灣，寬頻網路與數位內容不僅是產業界及學術界熱門的研究及發展課題，也是政府既定的產業政策方向，但卻少有研究同時針對兩者進行完整的討論和其關連之研析。 本研究旨在針對科技、產製、市場、經營與政策五個面向，透過文獻分析與深度訪談法，從趨勢發展的角度探討數位內容與寬頻網路彼此的前景和關連。 本研究認為，寬頻網路與數位內容在科技、產製、市場、經營及政策等面向上的發展關連緊密，彼此相輔相成，並可以產生整合的效果： （一）科技面：寬頻網路傳輸效能與效率的提升，加上科技匯流與IP網路的整合，提供內容已成為寬頻網路必然的發展趨勢。 （二）產製面：數位內容可以發展多元創新的應用，主要仍是寬頻網路的推波助瀾，因此寬頻網路未來勢必成為數位內容最重要的傳輸通路。 （三）市場面：寬頻網路與數位內容的市場需求彼此重疊。提供加值內容可以創造寬頻市場的範疇經濟優勢，透過寬頻傳輸則可以擴大數位內容的市場規模。 （四）經營面：寬頻網路與數位內容經營者的核心能力不同，彼此價值鏈的關連緊密，並可以提供創新和多元的經營模式。 （五）政策面：世界重要國家都很重視寬頻網路與數位內容的推展，同時推展寬頻網路和數位內容可以滿足彼此在政策上的供給和需求關連。 在台灣，近年來寬頻網路和數位內容產業發展迅速，但少有相互合作以發揮整合優勢的成功案例，另外在寬頻連線速率和線上內容的品質方面，也還有進步的空間。因此，政府除應持續加強寬頻網路和數位內容的推展，也可以同時思考寬頻網路與數位內容產業政策之間的支援與整合。 / While the upsurge of broadband and digital content has attracted considerable attention in developed countries recently, in Taiwan, despite the fact the fixed official policy has propelled the R&D on the subject either in the field of industry or academia respectively, integrated program researches are inadequate. This research aims to explore the prospects and correlation of digital content and broadband through literature analysis and intensive interviews, focusing on five dimensions of technology, production, market, operation, and policy. In conclusion, the broadband and digital content developing cooperatively and coordinately results in synergy out of the five facets as below： A.Technology：The upgrade of transmission effect and efficiency, as well as the digital convergence and IP network integration, broadband entrepreneurs offering content has inevitably become a trend. B.Production：Broadband fostering the growth of digital content enables it be applied in an innovative way, making it definitely a significant transmission material for digital content. C.Market：The market demand of broadband and digital content overlaps, and the economy scope advantages in broadband market is reachable when broadband is provided with value-added content. D.Operation：Broadband operators and digital content operators, closely correlating with each other in value chains, vary in core competence, which may innovate and variegate business models. E.Policy：Most advanced countries have been making efforts to promote broadband and digital content, while the policies of broadband and digital content are both enforced, the supply and need of both industries can be fulfilled. Despite of broadband and digital content industries developing in Taiwan in recent years, successful synergy cases out of cooperation between broadband and digital content run short. The speed rate of broadband access and the quality of online content issues remain to be strengthened. It is suggested that the government persist in popularizing broadband and digital content, besides working out interdisciplinary policies for broadband and digital content.