行動電視產業之發展策略研究
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(2) Abstract Mobile TV is considered as the basis of mobile commerce. Through the integration of digital broadcasting and cellular network, companies can provide more mobile service. Due to the development of digital broadcasting and cellular network, offering service of mobile TV becomes possible. Mobile operators, broadcasters, and mobile phone manufactures are all eager to develop new products and service. Therefore, they start to develop mobile TV business. However, mobile TV is a brand new business model and relates to different industries. There are still lots of difficulties that need to be conquered. This research analyzes the development of mobile TV value chain, possible business models, key success factors, and the cases of SK Telecom and NTT DoCoMo. The following is the conclusion of this research. 1.. Development of Mobile TV value chain: content providers have to develop exclusive programs for mobile phone; digital broadcasting and cellular network should be integrated; mobile phone manufactures need to conquer the problems of battery, aerial, and size.. 2.. Business model: there are four possible business models, inclusive of leading by mobile operators, leading by content providers, cooperation of mobile operators and content providers, and service offered by the third party. The third business model is considered as the one which will be popular.. 3.. Key success factors: there are six factors, inclusive of government’s attitude, good transmitting quality, design of hand-held device, business model accepted by all involved parties, attractive content, and acceptable price.. 4.. Case discussion: SK Telecom and NTT DoCoMo all think highly of the development of content. They plan to develop exclusive programs, enrich the content, and accumulate related digital contents. Their strategies reveal the importance of content again.. Key words: mobile TV, mobile commerce, value chain, SK Telecom, NTT DoCoMo III.
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