Darbe nagrinėjama mobilaus turinio prekyvietės diegimo internete problematika. Kaip ir kokiais būdais turinys pritaikomas prie terminalo galimybių. Kokie gali būti turinio pritaikymo apribojimai ir priimti sprendimai, kokia turi būti turinio pritaikymo sistemos architektūra ir jos dalių paskirtis. Darbo tikslas. *Ištirti mobilaus turinio prekyvietės problemines sritis; *Iškirtoms problemoms sudaryti kompleksinį sprendimą, leidžiantį realizuoti mobilaus turinio prekyvietės sistemą; *Sprendimas turi būti universalus ir gebėti pateikti turinį skirtingų galimybių terminalams. Darbo rezultatas. *Išanalizavus esamus sprendimus sudaryta mobilaus turinio prekyvietės architektūra lengvai pritaikomi vidutinio dydžio interneto paslaugų teikėjui. *Realizuotas eksperimentinis sistemos modelis apimantis probleminių sričių sprendimus: *m-terminalo atpažinimui; *įrenginio savybių gavimui; *prekyvietės vitrinos pritaikymui skirtingomis žymių kalbomis ir m–terminalų ekranų dydžiams; *įkraunamo turinio pritaikymui sudaryti du metodai: -dinaminis žymėjimo – fono paveiksliukams; -žymėjimo sąlygomis grįstas – programoms, muzikai, vaizdo klipams. / Work focuses on mobile content market place problems and solutions implementation. Main attention is over the recognition of mobile terminal capabilities and what kind of types there are of content adaptation, how to adapt content. Main goal: *Analyze mobile content market place implementation problems. *Design mobile content market place software systems with open source tools ant try to realize demo version at the end of work. *Mobile content market place must have possibility to recognize terminal capabilities and adapt content for the best usability. Result: *Designed mobile content market place light weight architecture. *Realized mobile content market place solutions for: -mobile terminal identification; -terminal capabilities recognition -storefront adaption for different markup languages and mobile screen size -realized two methods for downloadable content adoption: *dynamic selection for wallpapers *selection based on logical conditions for programs, sounds, video.

Following the development of new technologies, more and more users can access online mobile content now. Reading news is the most used service in Taiwan. Because of the potential profits of valued-added services in telecommunications, many traditional media are joining this market by providing news content. The author tries to find out the motivations, reasons of partner selection, and the measures of performance of the strategic alliances between telecommunication operators and news content providers by in-depth interviewing managers of telecommunication and media in news mobile content service strategic alliance. This research analyzes the different strategies taken by both parties and evaluates the outcome of strategic alliance. This research indicates that the different managerial culture between alliances would influence the sustainability. Besides, Strategic alliances have the risk of profit-sharing and stray from seeking short-term profit.

No / Mobile television environments offer the potential for the repurposing of media content and services, and also the introduction of new forms of commercial advertising which are more accurately targeted towards a user’s profile, as per an advertiser’s requirements. This modality can include non-commercial information provision. The Google model for linking search terms and keywords to advertisements demonstrates that ‘intelligent’, context-aware, targeted advertisements are more responsive to user profiles. Advertiser practices such as product placement need re-examination in this context. Prototype mobile TV interfaces, as alternatives to the well-established TV model of viewing content, are presented, in order to evaluate the relationship between television content and mobile devices and to understand the key factors determining possible directions, for the future of mobile television. Changes need to be made to content display, interaction paradigms and device parameters, as social and cultural expectations are re-negotiated.

數位地方志—《枋寮100番地誌》是創作者對於家與土地的追尋與紀錄。透過新媒體iPad為敘事平台，運用新媒體敘事的互動性、行動與多媒體特色，將文學的創作結合空間系統，賦予地方志閱讀立體的空間感知。 本創作蒐集了中和枋寮在地歷史、人物與故事，並以地方的片段影像、聲音勾勒枋寮的輪廓與地方感。在敘事上，轉化原來以時間作為陳述順序的地方志結構，提出「空間」概念作為敘事主題。內容安置在地圖的經緯度間，由讀者透過街道的介面設計，展開地方內容的探索與漫遊。作品進一步結合定位與主動推播，創造在地閱讀的互動情境，內容對應著讀者所佇立的當下，空間的今昔對比形成「此在」、「此曾在」的跨時經驗。 數位地方志的互動閱讀體驗，賦予地方閱讀空間與探索的趣味，使地方志文本不再只是單向、平面的陳述。對於中和在地人而言，閱讀的過程是一場地方記憶的召喚；對於外地讀者，作品賦予漫遊者一種穿梭時空的地方體驗，提供不同觀看地方的角度與視野，文本意義皆內涵著觀者獨特的地方經驗、感受與記憶。 / "No. 100, Fang-Liau" is a chorography that displays the history of streets in Fang-Liau, Zhong-he District (中和枋寮) through an application on iPad/iPad mini. Using the iPad device as a communication platform, the project was carried out by the interactive design components, mobility, and features of “digital narrative,” in contrast to the traditional context of history. Contents of digital chorography are built base on “space” rather than the timeline structure; the design then brings user an interactive experience in reading: This project gathered local history, culture and stories of Fang-Liau; with the input of local images, video clips, audio track, and old photos of the residence, the literature is combined with space, creating a 3D perception of reading/experiencing the chorography. To enhance the sense of space, the stories are stored in a location database for user to retrieve. The “street view” interface of UI/UX design provides user the function of exploring in the context and finding stories they may be interested in, as if they’re wondering in physical space. In addition, the function of Global Positional System (GPS) and Location-based Service allows the system to notify user where they are, telling them historical stories of the place and showing them what the surrounding was like in the past. Integrating the function of visual and sound, users are immersed in the atmosphere of “space” and can further get a glance of what daily lives were like in the past. For local residents, the application can actually recalled their emotions and memories according to their own life experiences; for visitors or travelers, on the other hand, the application provides an innovation way of accessing Fang-Liau.

數位內容產業為這幾年政府大力推廣的產業之一，為扶植數位內容產業能順利領導華文市場以落實知識經濟發展政府已於2002年3月將數位內容產業列為「新世紀兩兆雙星產業發展計畫」之一，而數位內容這種將傳統形式的內容透過數位科技的轉換，使無形資產可以創造出有形利潤的概念，正好是「知識經濟」的精神，因此台灣廠商若要走出有別以往製造業微利的競爭，就不能夠在全球數位內容產業中缺席。 而在數位內容產業中，行動內容是很重要的一個環節，由於電信網路為一封閉的系統，因此在收費機制具有高度的可靠性及安全性，而在終端設備方面，國內的手機市場也已將當成熟，根據數據顯示，台灣手機普及率已超過 100 %，而目前全球對於行動內容的發展又以亞洲市場之起步最快，且根據我國經濟部的資料，台灣3 G行動網路商機在二○○五年可達新台幣一百卅八億元，二○一○年更將突破三千二百廿二億元，商機潛力雄厚，而台灣行動內容整個產業可以說是處於一個剛起步發展的階段，需要相關文獻針對行動內容的價值鏈作深入的分析探討，特別是針對行動內容產業價值鏈中內容提供者、內容整合商與電信業者間的互動關係之討論，而本論文認為，內容業者進入行動內容產業具有一定門檻，而目前存在之內容整合商提供的功能尚未成熟，因此本研究認為行動內容加值平台在產業價值鏈有其生存的空間，未來更有甚著可能在產業價值鏈中扮演極關鍵的角色。 因此本論文將以探索性研究的方式，提出一套「行動內容加值服務平台」之創新事業模式，並利用交易成本的觀點，進ㄧ步探討行動內容加值平台在產業中發展之空間及可能性，及研究眾多內容提供者與電信業者間之交易行為，使數位內容之價值能充分發揮。 本論文的結論主要可分為兩個部份，第一個部份就是前提假設驗證的結果，也就是平台存在的必要因素，而第二部份則是對於平台發展之建議，也就是平台存在的充要因素，分別論述如下： 一、 平台存在之必要因素： (1) 本平台存在能有效降低交易雙方之交易成本： 透過專業分工，能夠替內容提供者省去許多技術密集的工作項目，使其能夠專注於內容的開發；另一方面也替電信業者省去了搜尋內容的成本，透過與本平台的一次交易，接觸到更多的內容提供者，有效的降低交易成本。 (2) 本平台的經營具有經濟效益： 也就是說本平台的經營是能夠帶來利潤的，只要本平台所連結的內容提供者越多，對於降低雙方交易成本就會有越明顯的效果，相對的本平台的經營成本就能更有效的壓縮，所帶來的利潤也越大，本平台也越有獨立存在的空間。 二、 平台存在之充分因素： (1) 平台經營的重點及方向 交易前本平台應多瞭解市場對於行動內容的需求，主動針對電信業者可能的需求提供服務；交易中的營運重點應該放在系統界接與手機格式問題的解決；交易後：本平台需能主動提供給電信業者消費者使用資訊。 (2) 在降低交易成本的作法 像是「後台」概念的建立：建構一套系統架構，統一處理在行動內容交易的過程中產生之重複且繁瑣的動作，不但可節省分開處理之成本，而且方便管理。 (3) 在技術背景選擇的方面 目前發展 JAVA 技術的行動內容是需要花費較多成本，而且由於市場規模不夠大，因此並不能符合經濟效應。所以在本平台的經營上，必須密切注意行動內容相關技術的特性，並配合市場研究，選擇最適合之技術發展平台。 (4) 在平台的切入點方面 本平台要盡量避免電信業者經營的行動應用有所衝突，未來的應用將會越來越多樣化，技術層次也將越來越高，因此本平台更必須密切觀察新技術的發展，以利發展市場新應用，作為切入行動內容產業的最佳時間點。 / Digital content has been one of industries that government highly promotes since 2002. Transferring content of traditional forms through digital technology, digital content is able to make tangible profits out of invisible assets, which is the spirits of “Economics of Knowledge”. Therefore, we cannot be absent from the competition of digital content industry that is different from low-profit traditional manufacturing industry. Mobile content is an essential link in the digital content industry. For telecommunication network, charging system has had high security and reliability. For terminal equipment, cell phone market in Taiwan has been mature enough. According to Ministry of Economics, mobile content is an industry with high potentiality of making profit out of. However, in Taiwan, mobile content is at its infant stage and the functions of content integrators, which the researcher of this study regarded as a necessity of existence and a key role in the value chain in the industry, still have room for development. Therefore, there is a need to analyze closely the value chain of mobile content industry, especially aiming at the interaction among content provider, content integrator, and telecommunication industry. Using explorative way of research, we addressed an innovative business model , “Added-value platform of mobile content”. Besides, its development in the industry and transactions between various content providers and operators were discussed to make the value of digital content revealed. The conclusion of the study are two-fold. The first one is the results of hypothesis-verifying process, the essential factors of platform’s existence. The other is the suggestion of future development of such platform, the adequate factors of platform’s existence. The results are as follows. 1. The essential factors of platform’s existence (1) The existence of platform could reduce the transaction cost effectively. Professional cooperation lessons the tech-intensive work for content providers and enables them to focus on the development of content. Moreover, cooperation could help save searching cost for operators. (2) Operation of such platform brings profits. The more the content providers cooperate with the platform, the lower the transaction cost is. 2. The adequate factors of platform’s existence (1) Keys to platform operation. Before transaction, we should analyze the market, providing services that operators need. During transaction, we should focus on inter-system integration and cell phone differences. After transaction, we should initiate consumers’ feedback to operators. (2) Ways to lower transaction cost. Construction of “Back-end” idea: building a system that deals with repetitive and trivial action from various transactions can not only reduce cost but easily manage. (3) Aspects of choosing technology. We should avoid immature and high-cost technology at the beginning. Therefore, for platform management, we should notice the mobile-related technology. (4) Cutting points of the platform. We should avoid operation conflicts with operators and keep an eye on the development of new technology for new application of mobile content.

電子連線與隨身行動裝置的興起，滿足了使用者希望能隨時隨地取得資訊的需求，而旅行者的資訊使用行為，恰巧符合此特性。一份資訊與介面設計良好的行動旅遊內容，不但可讓旅人減輕負擔，還可藉由行動連網獲取旅程中最即時的資訊。但目前應用於行動裝置平台上的旅遊資訊多偏向提供部分適地性服務（Location Based Service），亦即透過GPS等定位技術，確認使用者所在位置，進而提供相關資訊的服務，如主動提供當地加油、餐飲等各項資訊服務，此類適地性服務多為片段提供購物消費資訊，並非完整之旅遊資訊。本研究探討數位旅遊資訊內容該如何設計與呈現於具備影音、音樂、圖像、照相、電腦等多功能的行動裝置平台，以滿足使用者的資訊需求。研究首先提出一套行動旅遊資訊系統應包含的資訊內容與架構，然後進行雛型設計，最後評估測試此系統的適用程度。研究結果發現動態旅行的旅遊資訊，可在行動裝置平台尋得一個呈現的嶄新舞台。 / The integration of the internet and mobile devices satisfies the drsire of “information on the go”. This demand also matches the information usage behavior for travelers. A well designed mobile traveling information with convenient user interfaces helps them to get what they need at any moment while traveling through mobile internet. However, the current traveling information in mobile platform is usually location based services. The kind of services does not provide a complete traveling content but only small pieces of information. The thesis focuses on the design of an integrated digital content on mobile devices for the travelers. It includes the design of content structure, information display and user interface. The mobile platform targets on those who equipped with multimedia and 3G wireless communication ability. We propose a content planning and informative structure for traveling information. A prototyping system was first made to evaluate the concept of information design. Then the implementation and further evaluation was done by using the NOKIA N73 3G cell phone. The results show that personal mobile devices offering a new stage for the dynamic traveling information.

手機功能不斷創新，行動內容服務應運而生，使得行動電話由溝通工具，變身為訊息載具，資訊型行動內容服務尤其凸顯了行動電話「隨時隨地、傳播訊息」的特性。以台灣行動電話用戶密度達100%，高居全球第一之現況，資訊型行動內容服務之經營應有其值得關注之處。 　　本文以中央社為例，探討資訊型行動內容服務經營模式，先藉由瞭解全球發展行動內容服務先進國家之現況，進而剖析台灣各行動內容服務廠商之競爭、合作關係，最後綜合分析中央社之業務狀況，提出資訊型行動內容服務經營模式之建議。 　　本文以參與觀察與深度訪談的方式，總共訪問了七位行動電話系統業者加值服務業務承辦人，以及五位中央通訊社負責行動內容服務網站的編輯及程式工程師，以瞭解面對行動電話加值服務快速成長及演變下，中央社如何設定及調整其行動內容服務的經營模式。 　　研究結果顯示，「資訊好用、操作簡單」是資訊型行動內容服務最重要的特質；反映時事變化製作專題報導與有效編輯、整理內容重點，則是吸引用戶使用服務的守則；而專責團隊經營則是因應行動內容市場多變的重要經營要素。 　　本文雖然指出中央社發展行動內容服務業務面臨許多內外環境障礙之衝擊，但中央社行動內容服務憑藉「即時資訊」的優勢，配合行動電話「隨身」及「隨時隨地」的特性，讓資訊傳播有了更大的想像空間，也更加凸顯資訊型行動內容服務的重要性。由於資訊型行動內容服務網站之經營模式，至今尚未見具系統性研究，本研究之分析訪談不僅試圖填補過去研究的缺憾，也指出未來研究值得探討的方向。 / The functions of mobile phones have continued to evolve, most significantly from simple tools for communications to ones that provide up-to-date information. Informational mobile content services are especially remarkable in that they bring any amount of data to the user at any time, anywhere – the essence of valued-added service. This is certainly important in Taiwan given that the penetration rate for mobile phone subscribers is 100 percent – the highest in the world. This study focuses on the business model of the Central News Agency(CNA)'s informational mobile content services. Discussions range from a global view to management in the domestic market. This study looks at the practical experiences at CNA with regard to informational mobile content services and how best to optimize them. Through observations and extensive interviews, 12 key people involved in informational mobile content services were contacted for this study. Seven of them are mobile content service product managers of mobile telecommunications companies and five are editors and programmers from the Multimedia News Center of the CNA. This was done to understand the operational model of CNA's mobile content services given the rapid changes being made in mobile phone value-added services. The study results show that on-demand, real-time data that is easy to access is the key to quality informational mobile content services, and that special news projects are attractive to potential subscribers. Moreover, a professional team is the cornerstone of operations to ensure the success of these services. Although the study found that CNA faces internal and external challenges for its mobile content service operations, it has made significant strides in bringing the message to the people of the importance of real-time mobile content services. Since there have been few studies on the subject, this analysis will break new ground and set the stage for further discussions on the issue.

本內容為手機社群平台介面設計創作論述。PostHere 是一個讓使用者在智慧型手機上分享和接收情境內容的社群平台。使用者根據所在的情境，產製出一則則多媒體數位故事，並利用全球定位系統（GPS) 與數位羅盤技術，將內容留在空間中，共同建立地點資料庫。其他使用者便可從不同地點的資料庫中讀取內容，並利用擴增實境、數位地圖或街景重新建構的情境觀看內容，有如在真實空間中覆蓋一層數位故事空間。平台使用了社群機制進行內容排序和篩選，並刺激使用者更踴躍分享內容。 本論述探討了關於情境內容、社群服務和使用者介面與經驗設計的文獻，並進行個案分析，作為介面設計之基礎。設計的過程中也咨詢了介面設計領域專業人員的意見。 PostHere的主要目標族群為21至35歲的社青，有四個主要功能。使用者可創作情境故事留在特定地理位置上、閱讀其他使用者在目前位置上留下的故事、搜尋其他地點的故事、以及與有興趣的使用者聯結。本社群平台將先鼓勵使用者分享微旅遊紀錄，作為內容範例。 / This paper presents the prototype design of PostHere, a mobile social networking platform that will enable users to share and receive context aware content through an application on the smartphone. Digital stories in multimedia forms created by the mass users in relation to their spatial and temporal context are “planted” and left on a location using Global Positional System (GPS) and compass technology. These stories are stored in a location database for other users to retrieve and view in recreated context through augmented reality, world map or street view, like over layering a digital space on top of the physical space. Social mechanisms are used to sort out and filter content, while motivating users to share content actively. Literature review on context aware content, social networking and user experience design, together with case study on current mobile social networking app act as the basis of the development. Professionals from the app development field were consulted throughout the course of the user interface and user experience design. The final prototype has four main functions, targeted at urban young adult ranging from the age of 21 to 35. User may create and leave stories on a geographical spot, explore stories at their current location, search for interesting stories shared by others and connect with users they are interested in. Micro- travel log is chosen as the main content to help build up content paradigm. The prototype received positive feedback from test participants in Taiwan and will be ready for development into an actual product.