The growth of the mobile communication subscription is the main driver of the operators¡¦ revenues, before the appearance of 3G mobile communication service. As the penetration rate of mobile phones jumped over 100% in Taiwan, it¡¦s obvious that the life cycle of the GSM system has shifted to the mature stage, which all of the operators are under the pressure of low growth rate of voice service and declining ARPU rate due to the fierce price war in the market, and started to introduce 3G service. The 3G mobile communication technology offers users higher speed data communication, mobile commerce solutions, and multimedia services on the current 2G mobile communication basis. This has brought hope to mobile communication industry. In order to enhance the value-added services, operators must evolve its current role, which simply provide equipment and infrastructure service, to become a total solution provider that can integrate the whole industry value chain vertically. Therefore, this study mainly focuses on the 3G industry value chain and the competitive strategies. Moreover, this study will discuss global mobile communication development circumstances and the operation strategies of the worldwide leading players, in order to come up with appropriate managing tactics. Hopefully, the successful experience from successful companies can help Taiwan operators to understand more about the trend of global communication market strategies

By employing a low-cost loop antenna of simple structure, a novel antenna design to efficiently make use of the system ground plane of a PDA (personal digital assistant) is proposed. Owing to a small distance of 3 mm between the antenna and the ground plane, the propose antenna has a very low profile. By selecting a proper loop¡¦s length-to-width ratio, two resonant modes close to each other can be excited, which lead to an impedance bandwidth of 17%. In addition, because of the same direction of the surface currents on the radiating metal plate, the antenna peak gain reaches about 4.5 dBi, which is attractive for application in PDAs.

The mobile communication market in Taiwan is blooming developing, and the number of mobilephone users is growing up. Nowadays, over 90% of having-a-mobilephone users in Taiwan, even this number are tending toward saturation at present. Therefore, the telecommunication providers expect mobile value-added service can increase the revenue by taking advantage of 3G high-speed transfer rate. But lacking of the ¡§Killer App¡¨, this service doesn¡¦t attract people to use. The ARPU (average revenue per user) doesn¡¦t improve much as we anticipated. The purposes of this study are to realize present situation of mobile value-added service¡¦s development and to develop acceptable content that can be implemented. The study collected literatures and documents to analyze progress of mobile communication system¡¦s development and present situation of mobile value-added service¡¦s development, furthermore, make the development strategy of mobile value-added service according to the new product development procedure, then test user acceptance by TAM. The study proposes ¡§User-generated Content¡¨ as the new mobile value-added service. This service has 6 characters: ¡§highly personalized¡¨, ¡§timely¡¨, ¡§ease of use¡¨, ¡§rich information¡¨, ¡§highly integrated¡¨, ¡§cross platform¡¨. The result of TAM questionnaire proves that ¡§perceived usefulness¡¨ is positive influenced by ¡§timely¡¨, ¡§mobility¡¨, ¡§personalization¡¨, ¡§perceived ease of use¡¨, and ¡§attitude toward using¡¨ is positive influenced by ¡§perceived usefulness¡¨, ¡§perceived ease of use¡¨, ¡§relatives and friends¡¦ influence¡¨, ¡§price¡¨.

我國在電信開放自由化後，行動通訊發展的腳步就一直以極快的速度成長，而第三代行動通訊則是目前行動通訊的大熱門，其擁有以往GSM系統所沒有的高速傳輸速度、以封包的方式傳輸資料等的特點、在搭配更優良的通訊品質，使得第三代行動通訊深受投資人的期待，而本論文則將針對我國未來第三代行動通訊市場，提出市場成形條件與關鍵成功因素。 本研究採定性分析之方法，除了探討相關文獻外，再以個案訪談之方式，希望能對第三代行動通訊市場做個完整的分析。個案對象包括行動通訊系統商、終端設備製造商、以及欲加入第三代行動通訊事業之新進入者。 本論文研究中，對於市場成形條件列出以下十點：傳輸技術的發展、消費者消費行為的了解、定價合理化、終端設備的出現、電信系統業者的存在、尋找適用於行動通訊網路的內容、行動整合平台的出現、網路安全問題的解決、行動通訊內容的蓬勃發展、網站使用者付費機制的形成。 而關鍵成功因素也列出下列十點，分別是找出殺手級應用服務、電信業者注意系統的穩定性、安全性及網路管理能力、行動終端設備的功能提升及與其他技術的整合、提供顧客個人化、客制化的第三代行動通訊服務、電信系統商與其他業者間拆帳問題的解決、政府的法令規定、行動終端供應速度必須滿足市場需求、針對企業用戶提供其所需要的服務內容、網路外部性的運用。 而市場成形條件與關鍵成功因素之間的關聯，則以兩者之關聯圖表做解釋。又未來的第三代行動通訊服務中，行動顧客關係管理(Mobile CRM)所扮演的角色將格外重要，這部份必須與行動整合平台間有著緊密的關聯，以行動顧客關係管理為基礎，結合未來WAP之PUSH機制的成熟，將更能夠達到主動行銷的概念，又利用行動終端設備屬於個人化產品的特性，將能夠讓一對一行銷的概念在未來第三代行動通訊中實現，再輔以本論文所提之市場關鍵成功因素，未來我國第三代行動通訊服務市場的發展將是值得期待的。