Made available in DSpace on 2016-03-15T19:26:15Z (GMT). No. of bitstreams: 1 Tania Leticia dos Santos.pdf: 2149429 bytes, checksum: 613095451deb18453021693e38687d14 (MD5) Previous issue date: 2014-08-06 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Constant technological advances and the increasing popularity of mobile devices among mobile phone users is strongly impacting the sector of Value Added Services. In this context, the continuing development of new products and services is critical for competitive survival of Value Added Services organizations. The objective of this study is to understand the relationship between competence in new services development of (NSD) and the innovative performance of new services development. In the conceptual approach of this study a multidimensional view of competence that encompasses the dimensions of competence in the practice of NSD and the organizational context was adopted, and the innovative performance based on the frequency of the different innovation types and grades of DNS program . The specific objectives of this study are: i) identify the individual and collective competence by competence in the practice of NSD, which comprises competence in NSD, in terms of NSD staff, sources of knowledge for NSD, NSD process and use of Information Technology; ii) identify the organizational competence through the organizational context, which comprises competence in NSD, in terms of innovation culture, NSD policies and NSD resources; iii) identify the innovative performance of NSD in terms of frequency of the different innovation types and grades of DNS program ; iv) identify the relationship between NSD competence and NSD innovative performance. The choice to meet the objectives of this study approach is quantitative type of survey, using the technique of structural equation modeling - based variance estimation via partial least squares (PLS). The analysis of the measurement and structural model showed that competence in NSD construct , comprised by competence in the practice of NSD and organizational context dimensions, has positive and strong effect relationship with the NSD innovative performance construct, the latter especially determined by incremental innovation. / Os constantes avanços tecnológicos e o crescente aumento da popularidade dos dispositivos móveis dentre os usuários de telefonia móvel vem impactando fortemente o setor de Serviços de Valor Agregado. Neste contexto, o contínuo desenvolvimento de novos produtos e serviços é critico para a sobrevivência competitiva das organizações de Serviços de Valor Agregado. O objetivo deste estudo é compreender a relação entre a competência no desenvolvimento de novos serviços (DNS) e o desempenho inovativo do desenvolvimento de novos serviços. No recorte conceitual deste estudo adota - se uma visão abrangente e multidimensional de competência em DNS composta pelas dimensões competência na prática de DNS e contexto organizacional, e d o desempenho inovativo de DNS baseado na frequência dos diferentes tipos e graus de inovação do programa de DNS . Os objetivos específicos deste estudo são: i) identificar a competência individual e coletiva por meio da competência na prática de DNS, que compõe a competência em DNS, em termos de equipe de DNS, fontes de conhecimento para DNS, processo de DNS e uso de tecnologia da informação; ii) identificar a competência organizacional por meio do contexto organizacional que compõe a competência em DNS em termos de cultura de inovação, diretrizes de DNS e recursos para DNS; iii) identificar o desempenho inovativo de DNS em termos de frequência dos diferentes tipos e graus de inovação do programa de DNS ; iv) identificar a relação entre a competência em DNS e o desempenho inovativo de DNS. A abordagem escolhida para atender os objetivos deste estudo é quantitativa do tipo levantamento (survey), utilizando a técnica de modelagem de equação estrutural baseada em variância de estimação via partial least squares (PLS). A análise do modelo de mensuração e estrutural permitiu concluir que o construto competência em DNS, composto igualmente pelas dimensões competência na prática de DNS e contexto organizacional, tem relação positiva com o construto desempenho inovativo em DNS , este último determinado principalmente por inovações incrementais .

隨著大環境的變異，傳統語音話費已不再是電信業者的主要收益來源。各家電信系統營運商為了提高用戶營收貢獻度 (ARPU)，積極開拓其他服務。行動簡訊是其中重要的一項服務，因為操作方便、費用低廉，一般使用者容易進入。系統營運商進而透過行動簡訊結合各種加值服務，讓用戶在習慣使用簡訊服務之中，延長使用手機時間，增加每位用戶的營收貢獻度。 行動媒介首要目的在提供使用者快速尋獲與情境相關之資訊，並透過行動載具隨時隨地進行通訊、溝通與社會互動。本研究欲瞭解行動簡訊在行動系統服務的提供者(OP)、內容服務的提供者(CP)與一般使用者的三方互動方式。即在行動簡訊服務的推動過程中，三方各自角色為何，服務有待改善之處，以及如何改進及延續服務。 本研究方法採用深度訪談、焦點團體與資料分析三個取徑。透過系統營運商、內容提供者、一般使用者進行三方研究調查。首先深訪系統營運商以瞭解其規劃簡訊服務之背景；其次焦點團體訪談典型使用者如何使用行動簡訊服務；再輔以資料分析將行動簡訊服務中的文字內容、版面視覺、資訊類型等進行分析。 本研究有以下五項發現: (1)行動內容需要強調差異化－行動服務需要即時性的資訊與Web進行差異化，吸引行動用戶使用；(2)界面需要友善的設計－界面友善可帶動用戶易用，提高行動服務使用量；(3)期待新科技與新應用的引導－LBS服務為行動簡訊服務率先可以導入新科技服務，符合用戶對情境使用的需求；(4)與商業進行多元行銷互動－透過在LBS做置入廣告或行動廣告，可以提高用戶參與互動；(5)行動服務合作關係重組－未來OP跨足內容的製作，而CP發展自有通路，OP與CP在業務上互相重疊，原來的合作關係重組。 / With a dramatic change of the world, traditional phone service is no longer a main source of revenues in telecom business. Telecom system operators positively develop other kinds of services to improve average revenue per user (ARPU). Mobile-news is one of these important services because it is less expensive, easy to operate, and easily accessible to end users. System operators further provide a variety of value-added services through the mobile-news. While users are getting used to the services, they are going to extend their using time, which may increase revenues to system operators. The main function of mobile media is to provide users immediate and scenario-relevant information and to interact with others here and there at anytime. The research investigated how telecom system operators (OP), content service providers (CP) and end users interact in terms of their service relationship. In other words, the study defined how the three parties, OP, CP and users play a role, how to refine the services, and how to improve the service, in the process of promoting mobile-news services. The research used in-depth interview, focus group, and data analysis via the three parties, system operators (OP), content providers (CP), and end users. First, the researcher interviewed system operators about how they develop mobile-news services. Then, the researcher held a focus group to investigate typical users how they use mobile-news services. At last, the researcher analyzed text contents, visual layouts, and different types of information in mobile-news services. There are five important findings as following, (1) emphasis of different mobile contents: mobile information should be instant and different from web pages to attract mobile users; (2) friendly interface designs: User-friendly interface helps user easily access to the information and increase the mobile services; (3) new technologies and applications: LBS services could be the first mobile-news service which meet users’ needs at most occasions; (4) multiple marketing: mobile advertisement can improve users’ participation through LBS; (5) reconstruction of mobile service partnership: OPs start to produce contents in future, and CPs develop their own channels, which leads to an overlap between OP and CP business. The overlapping may reconstruct their partnership.

物聯網 (IoT): 將為汽車產業打造一個全新的商業模式 / We are living in an era of the “Internet of Things” as we are more than ever connected to the Internet with our smartphones, tablets, PCs, and etc. With technological advancement in terms of increased broadband coverage and changes in customer behavior, more and more “things” will be connected in retail, infrastructure, home and office buildings, and etc. The communication of devices opens up new business opportunities with increased involvement of services including IT, financial, data analytics, media, and etc. Smart mobility is on the rise, specifically with the Connected Car. Vehicle owners and potential consumers are interested in having connectivity inside a car in addition to services that give them access to applications for information, content and entertainment. With many benefits and opportunities in the Automotive IoT field, stakeholders within the IoT ecosystem including service providers, software developers, automakers, hardware manufacturers, and etc. can reap a great deal of revenue through unique business models that require strategic partnerships, technological innovation and value-added services to deliver to the customer.

The subject of this research is to find a continuous solution, which allows the description, the creation, the provisioning, and the execution of value-added telecommunication services. This work proposes a framework for an easy and timesaving creation and provisioning of value-added telecommunication services in Next Generation Networks. As research method, feasibility, comparative methods are used in this study. Criteria and requirements for service description, service creation, service execution, and service provisioning, are defined and existing technologies are compared with each other and evaluated regarding these criteria and requirements. Extensions to the selected technologies are proposed and possibilities to combine these technologies are researched. From the results of the previous steps, a framework is defined which offers a continuous solution for the description, creation, provisioning and execution of value-added services. In order to test the proof of concept, this framework is prototypically implemented. For a qualitative analysis of the research targets and the proof of concept, an example service is created and executed within the framework prototype. Furthermore, in order to examine the validity of the quantitative aims and objectives of this research work, a second example service is created, and its characteristics are measured and analysed. The result of this research is a novel continuous approach for the creation of value-added telecommunication services. This research introduces new possibilities for the service description, service creation, service provisioning, and service execution through an extension of the common telecommunication real-time execution environment JAIN SLEE. Value-added services are described by using the business process execution language BPEL. This language facilitates a simple and fast service design. The service can automatically be composed from pre-defined and pre-deployed components.

The main objective of this master’s thesis project was to investigate and find solutions to the problem of how to combine the SyncML synchronisation specification with object security and thus protection of personal information, such as contacts and calendar entries in mobile devices. SyncML is a new synchronisation specification agreed upon by major device developers (Ericsson, Palm, Motorola, etc.) and the major synchronisation server developers (Starfish, Puma, fusionOne, etc.). It is independent of transport (HTTP, WSP, or OBEX) platform, operating system, and application and simplifies synchronisation of personal information between dissimilar SyncML supportive devices. SyncML compliant devices are fully capable of synchronising information with a third party operated Internet based server and a desktop computer. This allows us to access, up-date and maintain information independent of Intranets or geographical position. However, synchronising and storing confidential personal information on an third party operated Internet based server entails weaknesses in our personal information security. Even if transport and storage security are used, how secure is the server where this information is stored since this server has the highest probability of being attacked. Can we really trust that an employee or other person with valid appropriated administrators access to the storage facility with the appropriate knowledge, working together with the third party server operator, won’t try to access our stored information? To prevent this, the personal information’s confidentiality must be guaranteed before the information leaves the device. When synchronising and exchanging personal information, the information is often marked according to a specific format. The three de-facto standard PIM formats are: (1) vCard (contact information), (2) vCalendar, and (3) iCalendar (calendar and scheduling information). These formats divide the personal information into properties. Each property is assigned to contain a small piece of the personal information entry (e.g. a telephone number, an e-mail address, the time when the calendar event begins, etc.). Furthermore to preserve the interoperability between different devices given by SyncML, authorised recipients must automatically be able to reverse the encryption process and decrypt the encrypted property value. Therefore general cryptographic formats are used (e.g. CMS, PGP and the newly developed XML Encryption). They add information needed by the recipients (e.g. algorithm used, padding method used on the plain text, etc.), encrypt the plaintext into cipher text, and decrypt the cipher text into plain text given the correct key.

Mobile business solutions are one of the most attractive market segments of mobile information services. The third generation of mobile communication systems (3G) will be a significant step forward in the convergence of telecommunications and datacommunications industries. More specifically, the convergence of mobile technologies and the Internet allows compelling possibilities for future applications and solutions. However, most current mobile businesses and mobile application and solution providers are rather contributing to the process of convergence; many current ideas and solutions are based on the restrictions of existing mobile networks combined with Internet-based services. In the future, when mobile networks and the Internet have merged, it will no longer be possible to create revenue with these types of solutions. One concrete solution is the mobile middleware concept, bridging the mobile technologies and Internet world. This Master’s thesis studies the middleware concept for providing business applications in the light of 3G, making strategic recommendations to a provider of these kinds of services. A comprehensive discussion about the developments after 3G is introduced. Alternative solutions are presented and some strategic implications are introduced. The implications are motivated by an industry survey, carried out within this project. The topic of over-the-air data synchronization is discussed as an example for interim middleware. Mobile computing file system issues are seen as an interesting opportunity for business applications. The possibility of remote desktop screen access is studied, and measurements proving its feasability for hosted wireless application service provision are made. Emerging mobile Java technologies are discussed as an efficient platform for providing ubiquitous, device independent end-to-end solutions. As one of the recommended strategies, this thesis introduces the concept of hybrid thickness client applications as a feasible solution for migrating from current middleware solutions to an (uncertain) future of native, thick terminal applications, within a scope of two years. Based on this concept, a prototype for a 3G smartphone application was developed as an example. A set of possible strategic scenarios is presented and discussed. This thesis also discusses operator differentiation and business solutions in an all-IP based world. 3G networks and handset devices will introduce a large number of new applications and business opportunities, but such a change will also introduce new challenges and risks. The migration challenge is being illustrated in the case of Smartner, a mobile middleware solution provider focusing on business applications. As shown by this case, compared to current enabling solutions, a major shift in technologies is seen as needed, in order to maintain long-term success. / Mobila affärssystem bildar ett av de mest attraktiva marknadssegment inom mobila informationstjänster. Den tredje generationens mobila kommunikationssytem (3G) kommer att bli ett viktigt steg fram mot konvergensen mellan telekommunikationsoch datakommunikationsindustrin. Särskilt konvergensen som äger rum mellan mobila teknologier och Internet erbjuder utmanande möjligheter för framtida applikationer och lösningar. De flesta nuvarande företag och tjänster inom mobilbranschen kan dock snarast betraktas som ett bidrag till denna konvergens. Många av de nuvarande idéerna och lösningarna är nämligen baserade på avgränsningar och problem som uppstår vid kombination av mobila system med Internet-baserade tjänster. I framtiden, när mobila nät har vuxit ihop med Internet till en symbios, kommer det inte längre att vara möjligt att förtjäna på detta slag av lösningar. En konkret lösning är det mobila middleware-konceptet, som bildar en logisk koppling mellan mobila teknologier och Internet-världen. Detta examensarbete studerar middleware-konceptet från en 3G-orienterad synvinkel och framför strategiska råd för företag som erbjuder detta slag av tjänster. En detaljerad diskussion om utvecklingen efter 3G presenteras. Arbetet lägger fram alternativa lösningar och strategiska implikationer deriveras. Implikationerna är motiverade bl.a. av en intervjuunders ökning som utfördes i samband med detta arbete. Temat trådlös datasynkronisering diskuteras som ett exempel för provisorisk middleware. Mobila filsystem införs som en intressant möjlighet för affärsapplikationer. Diverse möjligheter för fjärrkontroll av en arbetsplatsstation studeras och mätningar bevisar deras genomförbarhet för trådlösa applikationstjänster. Framträdande mobila Java-teknologier analyseras och presenteras som ett efficient underlag för plattformoberoende end-to-end-lösningaröver lag. En av de rekommenderade strategierna är baserad på det hybrida klientkonceptet, vilket presenteras som en realistisk lösning förövergången från nuvarande middleware-system till en (osäker) framtid av nativa, tjocka terminalapplikationer. Den strategiska horisonten för detta är två år. Utgående från detta koncept utvecklades en prototyp som exempel för en sådan applikation. Arbetet definerar och diskuterar dessutom diverse strategiska scenarier. Slutligen nämns problematiken om operatörernas framtida differentieringsmöjligheter och rollen av affärssystem i en fullständigt IP-baserad värld. 3G nät och terminaler kommer att skapa ett stort antal nya användningar och affärsmöjligheter, men ändringen kommer också att medföra nya utmaningar och risker. Detta illustreras med hjälp av företaget Smartner som exempel för en leverant ör av mobila middleware-lösningar för affärsanvändningar. Som demonstrerat i detta fall, anses i jämförelse med nuvarande applikationslösningar en signifikant teknologisk reorientering vara nödvändig, för att bevara ett långvarigt perspektiv. / Langattomat yrityssovellukset ovat nykyään yksi kiinnostavimmista mobiilimarkkinoiden segmenteistä. Kolmannen sukupolven (3G) mobiilit viestintäjärjestelmät tulevat olemaan merkittävä askel kohti telekommunikaatioja dataliikennealojen yhdistymist ä (ns. konvergenssia). Itse asiassa mobiiliteknologian ja Internetin lähentyminen mahdollistaa entistä hyödyllisempien mobiilisovellusten ja -ratkaisuiden rakentamisen tulevaisuudessa. Tällä hetkellä useat mobiiliyritykset ja mobiilisovellusten tuottajat ovat kuitenkin osana tätä yhdistymisprosessia. Monet nykyiset ideat ja ratkaisut ottavat nimittäin lähtökohdakseen rajoitukset, joita nykyiset tietoliikenneverkot asettavat yhdistyessään Internet-pohjaisiin palveluihin. Tulevaisuudessa, kun mobiiliverkot ja Internet ovat yhdistyneet, ei ole enää mahdollista ansaita rahaa tällaisten perinteisten ratkaisuiden avulla. Yksi konkreettinen ratkaisumalli perustuu mobile middleware -käsitteeseen, joka liittää yhteen mobiiliteknologian ja Internetin. Tässä diplomityössä tutkitaan middleware- käsitettä yrityssovellusten tarjoamisessa erityisesti 3G-verkoissa, ja työssä esitellään strategisia suosituksia näiden sovelluspalveluiden tarjoajille. Työssä käyd ään perusteellisesti läpi kolmannen sukupolven jälkeistä kehitystä. Vaihtoehtoisia ratkaisuja esitellään, ja joitakin strategisia vaikutuksia tuodaan myös esille. Vaikutuksia perustellaan tuloksilla, joita tämän projektin osana tehty kysely paljasti. Tiedon langatonta synkronisointia tarkastellaan esimerkkinä tilapäisestä middlewaresta. Mobiileihin tiedostojärjestelmiin liittyvät asiat nähdään mielenkiintoisena mahdollisuutena yrityssovelluksille. Toimistojärjestelmien etäkäyttömahdollisuuksia on tutkittu ja niiden sopivuutta langattomaan sovellustarjontaan on mitattu. Kehittyviä mobiileja Java-teknologioita pidetään tehokkaana alustana, jonka avulla voidaan tarjota kaikkialla saatavilla olevia, päätelaiteriippumattomia ratkaisuja loppuasiakkaille. Yhtenä suositelluista strategioista tämä diplomityö esittelee yksinkertaisen päätelaitesovellusmallin, jonka avulla nykyisistä middleware-ratkaisuista voidaan siirtyä tulevaisuuden kehittyneempiin päätelaiteratkaisuihin kahden vuoden sisällä. Tähän konseptiin perustuen työssä on kehitetty esimerkki 3G-älypuhelimen sovelluksesta. Lisäksi esitellään ja arvioidaan mahdollisia strategisia skenaariovaihtoehtoja. Tämä diplomityö käsittelee myös operaattoreiden differointimahdollisuuksia ja yrityssovelluksia täysin IP-pohjaisissa verkoissa. 3G-verkot ja -päätelaitteet tuovat mukanaan laajan valikoiman uusia sovelluksia ja liiketoimintamahdollisuuksia, mutta tämä muutos merkitsee myös uusia haasteita ja riskejä. Tätä haastetta kuvataan tutkimuksen esimerkkiyrityksen Smartnerin tapauksessa, joka on yrityssovelluksiin fokusoitunut mobiilien middleware-ratkaisuiden tarjoaja. Tutkimus tuo esille, miten Smartnerin nykyiset sovellukset huomioon ottaen tarvitaan valtava teknologinen suunnanmuutos pitkäaikaisen perspektiivin säilyttämiseksi.

In recent years, companies have increasingly built their businesses around network effects. Furthermore, ingredient branding has become a frequent occurrence in which companies develop their business model by incorporating their product into other products. During contact with the Swedish company Twiceme Technology and after investigating these phenomenon deeper, it appeared to be unique to have both network effects and ingredient branding in the company’s offering. That's where it was discovered a gap in the existing literature and the decision to learn more about how they're related by empirically studying companies that use network effects or ingredient branding in their business models. The overarching aim of the study is to look at characteristics among these phenomenon and analyze how network effects affect ingredient brands, and how they can be connected together. There were several phases in the empirical analysis method. A case sample group of four companies was analyzed in order to obtain a better understanding of the topic in practice. Following that, based on the previous results, the company Twiceme was evaluated as an ingredient brand with network effects. In order to address the research questions, the data extracted from the case sample group and Twiceme were analyzed and compared to theory.  From the study, it was found that achieving a strong market position for network effect companies is highly dependent on reaching the certain network size where the value of the network starts having an exponential increase. High brand equity in terms of brand awareness and reputation is needed to achieve a strong market position accelerated by network effects. Ingredient brands with network effects can generate synergy effects, allowing the network value to potentially grow even faster as a result of the increased brand equity from ingredient branding.  Based on the conclusions of the study and the proposed evaluation framework, this thesis aims to be useful for managerial decision-making and understanding of network effects and ingredient branding, and when they should explore new market opportunities. It also contributes to academia by presenting a novel research perspective in this field and provides material for future research to continue to investigate this subject. / Under de senaste åren har företag i allt högre grad byggt sina företag kring nätverkseffekter. Dessutom har ingrediensvarumärken blivit en vanlig förekomst där företag bygger sin affärsmodell på att integrera sin produkt i andra företags produkter. Under kontakten med det svenska företaget Twiceme Technology och efter att ha undersökt dessa fenomen, påvisades det vara unikt att både vara ett ingrediensvarumärke och ha nätverkseffekter i företagets erbjudande. Där upptäcktes ett gap i den befintliga litteraturen och beslutet att lära sig mer om hur de kan relateras till varandra genom att empiriskt studera företag som använder nätverkseffekter eller ingrediensvarumärkning i sina affärsmodeller. Studiens övergripande mål var att titta på egenskaper hos de bägge och analysera hur nätverkseffekter påverkar ingrediensvarumärken samt hur de kan sammankopplas. Det fanns flera faser i den empiriska analysmetoden. En fallgrupp med fyra företag analyserades för att få en bättre förståelse för ämnet i praktiken. Efter det, baserat på de tidigare resultaten, utvärderades företaget Twiceme som ett ingrediensvarumärke med nätverkseffekter. För att besvara forskningsfrågorna, analyserades data från fallprovgruppen och Twiceme och jämfördes med teorin. Från studien kan det konstateras att uppnå en stark marknadsposition för nätverkseffektföretag är mycket beroende av att uppnå en viss nätverkstorlek där företagets värdeerbjudande börjar öka exponentiellt. För att uppnå en stark marknadsposition som accelereras av nätverkseffekter behövs högt varumärkesmedvetenhet och anseende. Ingrediensvarumärken med nätverkseffekter kan generera synergieffekter, vilket gör att värdeerbjudandet potentiellt kan växa ännu snabbare till följd av det ökade varumärkeskapitalet från ingrediensvarumärken. Baserat på slutsatserna från studien och det föreslagna ramverket, syftar denna uppsats till att vara användbar för ledningsbeslut och förståelsen för nätverkseffekter och ingrediensvarumärkning, samt när de bör utforska nya marknadsmöjligheter. Det ämnar också till att bidra till akademin genom att presentera ett nytt forskningsperspektiv inom detta område och ge material för framtida forskning att fortsätta att undersöka detta ämne vidare.

Information, communication and broadcasting convergence is changing the business landscape in South Africa, as organisations adopt new converged information, communication technology (ICT) products and services to satisfy the needs of customers. Simultaneously, major changes are taking place in the South African telecommunications business environment creating new marketing opportunities and threats for Telkom SA, the only fixed line telecommunication operator in South Africa. Some of the findings of the study are • the commodization of the fixed line telecommunication network • political and regulatory changes are reshaping the telecommunications landscape by allowing the entry of new competitors • new technological innovations in Information Communication Technology (ICT) and mobile communication is driving change • social and economic change is fueling the speed of environmental change poor economic climate is quickening the competitive pace amongst South African businesses forcing them to attain efficiencies and effectiveness for survival • organisations worldwide are competing for limited resources and markets and turning to ICT to achieve their objectives • customer needs are changing - demanding better and innovative communication products and services - providing opportunities to competitors • the Internet is reshaping traditional business models as businesses are seeking to establish competitive advantages through the Internet • the migration of the Internet to the mobile telephony sector These changes are creating new marketing opportunities and threats for South African fixed line telecommunication operators and are threatening the survival of fixed line telecommunication operators worldwide and in South Africa. Information Technology, broadcasting and telecommunication technology convergence, has created many new ICT products and services opportunities that telecommunication competitors are offering existing customers of the fixed line operators network indicating lethargy from their side. In order for the fixed line operators to survive they must apply innovation and revise their strategic planning models. / Business Management / DCOM (Business Management)

中華電信MOD是台灣目前最具規模的互動電視(IPTV)平台，全台已有68萬用戶，除了提供影片隨選（Video on demad）的服務之外，也積極發展其他類型的加值服務，本研究以中華電信MOD之「心靈開運網」算命服務為例，從中探討該服務使用族群的「使用動機」、「服務品質」、「顧客滿意度」、「顧客忠誠度」之間的相互關係，並研究使用動機與服務品質等因子中，何者影響使用族群的滿意度？希望這樣的研究結果日後可提供其他互動電視加值服務開發廠商參考。 本研究經量化研究的統計分析方法與質化研究的深度訪談法，對中華電信MOD加值服務「心靈開運網」算命服務使用族群發放電視問卷，以分析用戶的基本資料與使用行為，同時輔以深度訪談，綜合用戶調查資料、同業建議、MOD平台經營者等各方看法，對本算命服務發現與建議如下： 一.每個年齡層對算命內容的需求有明顯差異，可根據用戶常算的算命分類紀錄，提供客製化的首頁，以方便用戶選擇。 二.從用戶的算命記錄可看出用戶目前的需求，可以針對用戶的需求尋找異業結盟或廣告交換，如理財、婚顧、養生、交友等服務，以提高用戶滿意度。 三.人口統計變項(性別、年齡、教育、職業、收入)對於中華電信MOD加值服務「心靈開運網」之使用動機、服務品質、忠誠度、滿意度，除了學歷之外，並無顯著差異，可能表示不同人口統計變項，對於算命的喜好差異不大。 四.服務品質與滿意度的關連性，較使用動機與滿意度的關連性強，服務品質愈好，滿意度愈高。 五.服務品質對滿意度的影響很大，其中產品可靠度，也就是算命的準確度，將影響整個服務品質構面給用戶的感覺。 六.本算命服務對於個人隱私愈保護，用戶的再度使用意願會愈高，同時算命內容若讓用戶感覺能趨吉避凶，感覺安心，推薦給他人的機會就愈高。 關鍵詞：互動電視、IPTV、MOD、加值服務、心靈開運網、使用動機、資訊來源、服務品質、滿意度、忠誠度、電視問卷 / Abstract Chunghwa Telecom MOD is the most popular IPTV provider in Taiwan, which now has around 680,000 subscribers. In addition to providing video on demand services, Chunghwa Telecom MOD is also aggressively expanding other value-added-services (VAS). Using Chunghwa Telecom MOD's "Superfate" service as an example, this study tried to examine the relationships between “usage motivation”, “service quality”, “customer satisfaction”, and “customer loyalty”. Furthermore, we tried to investigate which of the following factors (e.g., usage motivation and service quality) has the greatest impact on “customer satisfaction”. We hope that the research outcome could provide some directions for other VAS developers of IPTV industry. Using both quantitative statistical analysis and qualitative in-depth interviews. We extensively surveyed different consumer groups of Chunghwa Telecom MOD's "Superfate" service in order to understand consumer profile and user behavior. At the same time, we also conducted in-depth interviews Based upon research outcomes from consumer surveys and key industry players interviews, we provide several recommendations to the "Superfate" service as follow: 1.Different age groups have different demands on fortune telling content. To make this service more user-friendly, we should customize the front page according to the record of the customers' most-frequently-visit fortune-telling categories. 2.Based on the usage records of each user, we can easily identify the associated services each customer might need. We can effectively increase customer satisfaction level by forming strategic alliance with other value-added-services, e.g. personal finance, match-making, wedding-planning, and health care related services. 3.Demographic variables (e.g., age, gender, occupation, and income) do not have a significantly different impact on usage motivation, service quality, customer loyalty, and satisfaction. Educational level is the exception. Our results imply that demographic differences do not significantly influence customers' preference on fortune-telling. 4.Service quality has a stronger influence on satisfaction level than usage motivation. The better the service quality, the more satisfied the users are. 5.Service quality has a strong influence on the level of customer satisfaction. Moreover, the reliability of the service, or the accuracy of the fortune-telling result, can greatly impact customers' perception of service quality. 6.Users are more willing to reuse this service when they feel their privacy is protected. Meanwhile, the user is more willing to recommend this service to others when they feel the fortune-telling results could help them approach the positive luck and avoid the negative fate. Keywords：Multimedia On Demand(MOD)、IPTV、value-added-services、Superfate、usage motivation、service quality、customer satisfaction、customer loyalty、TV questionnaire survey

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