Information Technology advances by leaps and bounds. The lines among traditional industries are hard to define; therefore, the burgeoning new media industries with integrated information and communications technologies are taking form. In the meantime, information technology not only breaks through but establishes rules of the game. As far as advertising is concerned, notably traditional modes of advertising are greatly impacted by new information technology.
This research,¡§A Project of Applying the Wireless Internet to Narrowcasting Models,¡¨ is based on an affiliate project sponsored by the Taiwan Railway Administration, which is called ¡§ An Operational Project of Electronic Commerce and the Wireless Internet with the participation from the private sectors.¡¨
According to the assessment of business modeling, the result reveals, the revenues of delegated advertising are the main significant factors of this project, with an influence on the financial performance. Hence, the company should, before the prices in the market fluctuate, actively contact with the advertising channels and establish well-designed sales outlets to increase revenues, in support of the financial feasibility of the entire operation.
Another result shows adopting the wireless Internet as transitional technology has an advantage over the other competitors. It can enhance the operational efficiency and reduce the operational cost. In 3 to 8 years, the usage of this advertising platform will remain growing. As the infrastructure and related applications of the wireless networks are getting completed, the project will relatively gain the upper hand in costs. Lastly, the research suggests the outdoor narrowcasting advertisers actively develop exclusive digital content to boost consumers¡¦ willingness to adopt the service.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0707106-133906 |
| Date | 07 July 2006 |
| Creators | Ho, Lin-wei |
| Contributors | Yue -shan Chang, Jen-Jsung Huang, Chang-yung Liu |
| 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-0707106-133906 |
| Rights | not_available, Copyright information available at source archive |
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