The global mobile telecommunications service market has witnessed
an explosion of users after telecommunication liberalization, and the
market is still growing. The global mobile phone subscribers will climb to
2 billion by the end of 2005, accounting for 1/3 of the global population.
In the meantime, mobile communications system evolves into the 3rd
generation system, which has wider bandwidth and higher transmission
speed. Except for the pure voice services, mobile services increase variousvalue added services, helping mobile operators generate new revenues andfight back the declining voice ARPU. Consequently, mobile contentproviders, which creating, producing, aggregating and publishing themobile content, are attracted to this important emerging industry.
In sum, mobile phone is a new media, which has great potential. At
this moment, large mobile content providers grow quickly through
acquisition. The global business scale is forming. On the other hand,
giant brand media gradually enter the mobile content industry and enhancethe competition of the industry.After the telecommunication liberalization, Taiwan mobilesubscribers had grown dramatically in the late 1990s and now the market ismatured.Therefore, the value added services are more important to the mobileindustry. However, compare to the other countries, Taiwan market islimited and lack of economic of scale. Also, Taiwan subscribers do not get used to the mobile Internet, and the voice service is the most part of usage.
The percentage of mobile data revenue is 5% only, far below that of Koreaand Japan. The whole environment is unfavorable to the mobile contentproviders.To break through the development bottleneck in Taiwan, this researchoffers the following suggestions.(1) The large mobile content aggregators / publishers should establish thebrand awareness and customer loyalty, based on the stable,differentiate, and various content products, convenient market channels,and superior community management.(2) The smaller mobile content providers with limited resources shouldverify and reinforce the core competence, look for the complementaryresources setting up an agreement or alliance to enhance thecompetitive advantage.(3) Content providers should think about the global oriented products whendesigning the product, which is favorable for export.Besides, the mobile operators and government should play animportant role to establish the friendly environment to boost the mobile content industry.
1. Only integrated business platform can satisfy users expectations of MC and such platforms providers hold the role of value distributor in MC value net.
2. Leaderships are proved again the key driving force to lead corporate exploring MC opportunities, especially the leaders¡¦ vision and strategic move of focusing on business platform rather than product activates new core competences which can generate new values.
3. Integrality of MC business platform determines its competition advantages, while the extensibility of which determines its potential market scale.
4. Products or serviced with clear core functions, simple operation and easy user interface will win the MC game. Sophisticated and complicated integration products only brings hurdle to the majority of end users.
5. Right tariff model turns the MC business platform to positive cycle. Challenge to new MC business platform providers is to convince relevant partners a beneficial intergrowth model and, on the other hand, accept ion of user value oriented tariff model, e.g. flat rate, to lower down users hurdle to adopt new service.
Keywords ¡G Mobile Commerce, Business Model
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0626106-133621 |
| Date | 26 June 2006 |
| Creators | YANG, YA-CHING |
| Contributors | Jen-Jsung Huang, Hsien-tang Tsai, none, Cher-Min Fong |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0626106-133621 |
| Rights | unrestricted, Copyright information available at source archive |
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