Telecom market was opened due to the demand of Taiwan¡¦s joint WTO and Mobile operator became a ¡§new star¡¨ business then. The first private-owned telecom operator launched service in 1997, then, mobile phone penetration rate grew up rapidly from 6% of 1997 to more than 100% of 2003. Taiwan¡¦s mobile phone penetration rate has ranked No.1 in the world; meanwhile, mobile operators in Taiwan also faced the challenge of the coming new telecom era-mobile value added service. Mobile value added service was introduced to Taiwan market 5 years ago and it became the theme of competition within these two years. Most of the papers were focused on the entire telecom competing strategy, very few of them were involved the study of value added service. The study, therefore, tries to adopt case study to analyze the difference of key players in the market and hope to provide recommendation to those players in mobile telecom market. Following are the major discoveries: A. The marketing strategy and key elements of value added service of those key players are too similar to cause the competitive advantage B. Players are eager to win in launch timing and therefore, lack of solid marketing survey and study. C. Players need to enhance the conception and operation for service marketing because most of the marketing operation were still based on traditional 4P D. When there is no difference in either products or strategy, successful and complete execution will lead to the final succeed.

ABSTRACT Taiwan privatized the industry of celluar phone in 1998. The number of cellular phones has increased promply ever since. The cellphone density in Taiwan is ranked number one in the world in 2003. As competition increases, telecommunications companies are eager to attract new users by the value-added services like short messages and web-browsing. In the early phase of mobile development in Taiwan, journalists were the main category of heavy users. In the past two years, more creative services with strong promotions have been lauched by telcos, notably the value-added services. This study surveys how journalists in Kaohsiung, a municipal city in southern Taiwan, adopts these new mobile services and functions in improving news coverage, and whether these functions serve as useful assistant tool in reporting. Disseminated to all kins of media reporters in Kaohsiung, this survey finds that more than 50 per cent of sample journalists use value-added services, notably the short message function. Less than 20 per cent of participants use other functions, such as personal information management (PIM), web-browsing through cell phone, image transmission and ¡¥living database¡¦. It suggests that there is potential for further promotion of using the value-added services by phone. A factor analysis suggests that there are eight factors affecting journalists¡¦ technology adoption: time efficiency, dependence, a sense of safety, cost of bearing, function and cellphone brand, interference to work, and helpness to work. A further correlation analysis suggests that the previous six factors are positively correlated with the journalistic covering and editing benefit. Still, this study also suggests that some respondents do not use the value-added servives simply because they feel that basic voice mail function suffices in their work. But 90 per cent of them show strong intention to use it if mobile phone companies lowers prices and adds user-friendly functions. Among them, 40~50-percent are willing to use firstly the function of web-browsing as they see it the most useful in news coverage. Key words: mobile value-added service, news production, technology adoption, journalists, Kaohsiung

The project¡§M-Taiwan¡¨which is now developed in a 5 year - 500 billion NT public construction plan, is a WiMAX based policy of national information and communication development. The research, basing on well-constructed PWLAN in the future, discusses the possibility of ¡§real time news transmission¡§, which put into place by the alternative way of SNG date transmission, the wireless network transmission, and evaluates the plan according to finance modules. The research is founded on documents collecting, interviews with experts, finance module evaluation. The research presents a business mode providing in time news transmission service by wireless network, and names it as WNG (Wireless News Gathering). The goal is to provide the same transmission quality as current SNG, but lower cost and simple process. The plan is to operate a company, offering rental or sales of WNG cars, for replacing the SNG car. And the company applies WVPN from WISP in order to supply transmission service of voice & image and guarantees the security. The first target market is for public media. For common people use is the second. The company is positioned as a wireless network based industry, offering in time data connection. The finance evaluation appears that, under discount rate 3.95%, the project will gain a net present value of 65,463,081 during 7 years operation in a common market. The Internal rate of return is 73%, which is much higher than 18%, the remuneration rate of common new creation industries. The innovative project is with high profit and fast cost recovery. Followed by sensitivity analysis, we know that the project is affected the most by sales income and operation cost, and is affected the least by capital expense. Thus, in order to avoid the price competitions after the competitors come into the industry, at the beginning the company may increase the investment of capital, to raise the barrier of the induction, and to defer the competition. Increasing the sales volume and lowering the risk of cost variation is the key point for industry survival. The company shall be aggressive in marketing or exploring the applying in all aspects in order to improve sales volume, and shall have good internal control to down cost and then promote profit. We find that the wireless network is full of possibilities and imagination as the M-Taiwan project indicated. The appliance service is wide of the range. The research is only one of the applicable models. Following researches may be going toward to killing class appliance and the industries across integration services.

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¡¨.

¡@¡@Since the release of 3G licenses in Taiwan telecommunication industry in 2001, the mobile value-added service application market hasn't matured yet to meet the public expectation, built up the service application ecosystem like NTT Decoma in Japan. However, a new and popular telecommunication standard, WiMAX (Worldwide Interoperability for Microwave Access) appeared and was referred to the most possible standard to compete as the 4th or even final generation these years for its tech advantage and promotion. In 2007, National Communications Commission has released 6 operating licenses, including FAREASTON Telecom, TATUNG InfoComm, VASTAR CABLE SYSTEM, FIRST INTERNATIONAL TELECOM, GLOBAL MOBILE and VMAX Telecom. Thus WiMAX is expected as the application platform which will likely succeed to develop digital content and mobile value-added service. ¡@¡@Because WiMAX Operators are promising industry in preparation stage, the study based on Resource-based View attempts to utilize the concept structure of Strategic Integration Model macroly, which operating scope, core resource and business network interact each other, designing a suitable case analyzing matrix model to study how Taiwan WiMAX Operators carry out the strategic deployment of mobile value-added services, induct the applying patterns of WiMAX moible service and generalize the key success factor.

Recent years have witnessed that standard telecommunication services evolved more and more to next generation value-added services. This fact is accompanied by a change of service characteristics as new services are designed to fulfil the customer’s demands instead of just focussing on technologies and protocols. These demands can be very specific and, therefore, diverse potential service functionalities have to be considered by the service providers. To make matters worse for service providers, a fast transition from concept to market product and low price of a new service is required due to the increasing competition in the telecommunication industry. Therefore, effective test solutions need to be developed that can be integrated in current value-added service development life-cycles. Besides, these solutions should support the involvement of all participating stakeholders such as the service provider, the test developers as well as the service developers, and, in order to consider an agile approach, also the service customer. This thesis proposes a novel framework for functional testing that is based on a new sort of description language for value-added services (Service Test Description). Based on instances of the Service Test Description, sets of reusable test components described by means of an applied Statecharts notation are automatically selected and composed to so-called behaviour models. From the behaviour models, abstract test cases can be automatically generated which are then transformed to TTCN-3 test cases and then assembled to an Executable Test Suite. Within a TTCN-3 test system, the Executable Test Suite can be executed against the corresponding value-added service referred to as System Under Test. One benefit of the proposed framework is its application within standard development life-cycles. Therefore, the thesis presents a methodology that considers both service development and test development as parallel tasks and foresees procedures to synchronise the tasks and to allow an agile approach with customer involvement. The novel framework is validated through a proof-of-concept working prototype. Example value-added services have been chosen to illustrate the whole process from compiling instances of the Service Test Description until the execution of automated tests. Overall, this thesis presents a novel solution for service providers to improve the quality of their provided value-added services through automated functional testing procedures. It enables the early involvement of the customers into the service development life-cycle and also helps test developers and service developers to collaborate.

As the fast development of mobile communication technology, mobile value added service (VAS) kept booming, the maturation of the mobile payment solutions also promoted the industry to become more consummate and profitable. As the cost of duplicating e-products is low while the return on investment is considerable high in this industry, many mobile VAS company are searching for bigger and challenging market such as China. The general aim of this thesis project is to provide practical solutions for these companies to successfully enter into the Chinese market. To fulfill this goal, the thesis studied behavior patterns of Chinese mobile VAS users by questionnaires, results indicated that variables and factors assessed in this study can significantly affect customers’ consume behaviours. Furthermore feasible business models and corresponding cooperative strategies were proposed and discussed in perspectives of value network, profitability and product control, which are tightly correlated to the commercialization of product. Moreover, this thesis introduced different marketing strategies to support the implementation of business models and introduced open and closed innovation conceptions for strategic development of mobile VAS companies’ growth in future.

[pt] As operadoras celulares estão vivendo um momento no qual a comunicação por voz praticamente já chegou ao seu ápice e os serviços de valor agregado estão se tornando peças fundamentais para o sucesso de uma empresa móvel. O Serviço de Mensagem de Texto (SMS) é o serviço de valor agregado mais difundido atualmente, sendo responsável por aproximadamente 80% da receita de dados da maioria das operadoras móveis no Brasil e no mundo. Esta dissertação busca compreender os motivadores que levam os usuários de celular a adotarem o Serviço de Mensagem de Texto. Para compreendê-los foi realizada uma análise baseada no Modelo de Aceitação da Tecnologia (TAM - Technology Acceptance Model) incluindo as variáveis qualidade do serviço percebida e custo percebido. A análise de dados foi feita por meio de análise multivariada utilizando o software estatístico SPSS 13.0, e o sistema de equações estruturais foi suportado pelo software AMOS 4.0. Constatou-se no modelo que, apesar das variáveis Facilidade Percebida, Qualidade do Serviço Percebida e Custo Percebido influenciarem a Atitude em Relação ao Uso; a Utilidade Percebida é o constructo mais relevante na determinação da Atitude em Relação ao Uso e da Intenção de Uso, e que a Intenção de Uso é fundamental para o constructo Uso Real. / [en] Mobile operators have been challenged since voice communication reached its peak and value added services became crucial for success. SMS is the most adopted value added service and responds for 80% of mobile data revenues in Brazil and in the world. This essay tries to understand customer`s motivation for adopting SMS service. An extended version of TAM - Technology Acceptance Model that includes the Perceived Quality Service and the Perceived Cost variables was analyzed in order to understand these factors. The software SPSS 13.0 helped to perform a multivariate data analysis and the structured equations were supported by the software AMOS 4.0. The analysis of results provides the following conclusions: Perceived Ease of Use, Perceived Service Quality and Perceived Cost influence the Attitude toward Using; Perceived Usefulness is the most relevant construct to determine the Attitude toward Using and the Behavioral Intention to Use; Behavioral Intention to Use is key driver to the construct Actual Use.

創業加速器，作為一種新形態的創新育成組織單位，其宗旨在於為早期處於初創階段的團隊提供輔導並協助其發展。 本研究將創業加速器所提供的服務流程分成了兩個主要階段進行研究，涵蓋了從團隊篩選到最後的投後管理總共四個步驟。本研究採用個案深度訪談的方式來蒐集主要資料，並通過三角驗證進行比對，訪談了目前市場上三家代表性的創業加速器以及兩家相關初創團隊成員。 主要研究發現與結論如下： 1. 新型創業加速器在篩選環節，對於創業團隊中的核心成員的創業動機與決心會更加看重。 2. 台灣新型創業加速器所提供的加值服務，主要以非物質性的服務形態（業師經驗、課程培訓以及專業服務等）表現出來。 3. 創業加速器提供的Demo Day是相較於傳統育成中心最不一樣的地方，這種集中在一天，公開發表，聚集眾多業者的模式，也成為了與投資者媒合的重要機會。 4. 創業加速器所建構的網絡關係的價值在於幫助投資者降低投資風險，提高投資的成功率。 / Startup Accelerator, as a new form of incubation organization, is committed to serve for early stage team and help them grow up rapidly. The research is based on two main aspects of the incubation service covering the whole process from filtering teams to the post-demo day management respectively. The depth interview has been regarded as the research methodology of the thesis, including three representative startup accelerators and two teams incubated in these acclerators. The conlusion has been drawn up as below: 1. The priority of screening out of portfolio is the motivation and determination of co-founders. 2. The added-value service are mainly provided in the form of intangible assets such as mentoring, course training and professional knowledge support. 3. The Demo Day event held by startup accelerators which differentiate themselves from traditional incubation centers is a match-making platform for investors and entrepreneurs with open presentation to the public in one or two days. 4. The value of network relationship is to reduce investment risks.

2006年第四季我國行動總用戶數已達2324萬戶，行動上網用戶則達914.7萬戶，其中PHS與3G數據用戶已達462萬戶，首度超過GPRS的用戶，佔整體行動網路用戶比率51％。目前我國行動上網用戶佔行動總用戶數之39.34%，但行動加值服務卻只佔行動通訊業者營收的5%~10%，相較於日本NTT DoCoMo 2006年行動數據服務營收占整體行動通訊營收的29%，我國行動加值服務仍有許多值得開發的市場潛能。 由於國內先前對於行動加值服務相關領域的研究主要集中在市場面與使用者面向的研究為主，較少電信服務業者角度出發，進行服務創新模式與價值網路的研究。因此引發本研究對此研究主題的興趣，希望能透過本研究探討行動加值服務產業的服務創新與價值網路，對電信服務業者提出產業策略建議，進而創造出良性循環的產業發展環境，提昇我國行動加值服務市場的發展。 本研究針對下列問題進行研究：行動加值服務產業是否存在創新模式，這些創新模式有幾種類型？行動加值服務創新模式的創新驅動因子有哪些，這些因子彼此的驅動形式又有哪些？行動加值服務創新驅動模式是否存在產業的價值網路，網路裡的價值交換有哪些形式？如何交換？從創新模式與價值分析的結論中，電信業者能否找到可以協助產業創新和產生良性循環的經營策略？ 進而獲得下列研究結論： 1. 行動加值服務的三構面創新程度愈高，服務創新成果愈佳。 2. 組織調整、通路建置與行銷活動的配合有助於服務構面創新。 3. 行動加值服務創新驅動因子在創新過程中所扮演的角色不同，也影響了創新發展的形式。 4. 行動加值服務產業的價值網路包含電信業者本身、競爭電信業者、使用者、設備供應商、內容供應商、手機通路商、手機製造商等角色。 5. 行動加值服務產業具有良性循環的價值網路。 6. 行動加值服務的價值交換的形式包含經濟價值、整合價值與無性價值交換。 並進而對電信服務業者提出下列方向建議： 1. 電信服務業者與使用者之間。 2. 電信服務業者與服務供應商之間。 3. 電信服務業者與互補廠商之間。 4. 電信服務業者與其他電信服務業者之間。 5. 電信服務業者本身。 關鍵字：行動加值服務、服務創新、創新驅動因子、價值網路、價值交換 / According to the report by NCC (National Communication Commission of Taiwan), the number of mobile subscribers in Taiwan had reached 23.24 million at the end of 2006, and the amount of PHS and 3G subscribers was 4.62 million, which reached more than 51% of the total mobile internet users (9.147 million). As 39.34% mobile subscribers use mobile internet services, only 5~10% revenue of mobile operators came from mobile value-added services. Compared with NTT DoCoMo’s mobile service (which had) contributed 29% of the revenue in 2006, there is still a lot of room for mobile operators in Taiwan to improve their value-added services. Former researches in mobile value-added industry were mostly focused on the market and customer facets, and fewer on service innovation and value network from operator’s view. This research attempts to study service innovation model and value network of mobile value-added services industry, and tries to provide suggestions of industry strategy for telecom operators. In recent years, much research has been focused on customer demand of mobile value-added services industry; few have majored in service innovation and value network from operator’s view. Therefore this research attempts to study service innovation model and value network of mobile value-added services industry, and tries to provide suggestions of industry strategy for telecom operators. The focus of this study is to answer the following research questions: 1. Are there any innovation models in mobile value-added services industry? What patterns of service innovation are there? 2. What actors are there in those innovation patterns? And how about their roles in the innovation processes? 3. Are there any value networks of industry in the mobile value-added services innovation patterns? What categories of values being exchanged are there in the value network? And how do they be exchanged? 4. From the above results, Could telecom operator find out new strategies of services innovation and virtuous circle for mobile value-added services industry, which from results of above researches? The results are concluded as followings: 1. There are positive correlations between innovation degree of the four dimension model and service innovation results. The higher innovation degree of the four dimension model is, the better the service innovation results. The more innovative the four dimension model is, the better the service innovation results. 2. Coordination of organization development, distribution installation and marketing events serves for service innovation. 3. Innovation actors of mobile value-added services, who play different roles in innovation processes cause different innovation patterns. 4. Roles of the value network in mobile value-added services industry include telecom operators and their competitors, mobile users, telecom vendors, content providers, cellular phone distributors and cellular phone manufacturers, etc. 5. These are virtuous circles in the value network of mobile value-added services industry. 6. Exchange items in the value network of mobile value-added services are including economical value, integrated value and intangible value. The exchanges in the value network of mobile value-added services include economical value, integrated value and intangible value. Some further suggestions on strategies are proposed for telecom operator: 1. Telecom operator and mobile users. 2. Telecom operator and content providers. 3. Telecom operator and complementors. 4. Telecom operator and other telecom operators. 5. For telecom operator itself. Key words：Mobile value-added service, service innovation, innovation patterns, value network, value exchange