RESEARCH ON DOMESTIC OPERATORS'OPPORTUNITIES FROM GLOBAL EVOLUTION OF THIRD GENERATION MOBILE COMMUNICATIONS
謝美蘭、唐啟發,邴傑民
E-mail: [email protected]
ABSTRACT
Third generation mobile communications (3G) licenses have been issued in worldwide countries since 2000 for operators to implement their 3G infrastructures, moreover, five 3G licenses were also issued in early 2002 in Taiwan. 3G combines wireless communications and Internet access, and transmission rates of 3G services are from 384Kbps to 2 Mbps. The functions of 3G services include transmission of data, voice, high-speed images, sound, and text, etc., and further enable users to proceed wireless Internet access and send and receive email. Therefore, 3G services are regarded as the new generation of personalized mobile communication services. Telecom operators have obtained 3G licenses at a price; now, continue spending as much money as licensing investing in communication equipment and infrastructures. Furthermore, those operators develop various broadband application services and software that are applicable to domestic users. Their major goal aims at providing business services, which make those operators much more competitive, by achieving a great breakthrough in present IT infrastructures. The study aims at establishing a kind of research structure to evaluate the best business model for 3G services following the analysis of characteristics of telecom industry, the international development of mobile communication networks to 3G services, and the successful experience of NTT DoCoMo''s i-mode services. In addition, due to a discontinuous innovation, the creation of 2.5G services, bridging the gap between 2G and 3G, is an alternative to present communications development. Hence, GPRS (2.5G) provided by leading system operators can be treated as an indicator of 3G future. Chunghwa Telecom just obtained a 3G license entering into such a circumstance with keen competition. Therefore, this study targets Chunghwa Telecom and depicts their successful solutions as follows, 1. Chunghwa Telecom seeks for enterprise relationships and strategies through analysis of competitive coalition theory, 2.
Chunghwa Telecom closely combines their members within the 3G value chain to create a whole new value chain in the industry, so as to provide their clients with more complete broadband mobile communication services, 3. Chunghwa Telecom obtains the most competitive advantage employing key successful factors and their own niche resources to further design a business model that is able to consolidates their leading position.
Keywords : 3G
Table of Contents
第一章緒論--P1 1.1研究背景與動機--P1 1.2研究目的--P3 1.3研究流程--P4 1.4研究限制--P7 第二章文獻探討--P8 2.1技術採用 生命週期--P8 2.2五力模型分析--P10 2.3關鍵成功因素分析--P13 2.4價值鍊模型分析--P17 2.5競合理論--P19 2.6行動通訊系統 發展--P24 2.6.1第一代行動通訊--P24 2.6.2第二代行動通訊--P25 2.6.3第二點五代行動通訊--P26 2.6.4第三代行動通訊--P27 2.7行動通訊服務--P32 2.7.1行動通訊服務--P32 2.7.2行動通訊服務市場定義--P34 2.7.3行動通訊服務市場概況--P34 第三章研 究方法--P42 3.1研究架構--P42 3.2研究設計與範圍--P44 3.3研究方法--P46 第四章研究分析--P47 4.1全球行動通訊服務市場分 析--P47 4.1.1第三代行動通訊業務現況分析--P48 4.2第三代行動通訊在亞洲的分析--P49 4.2.1大陸第三代行動通訊發展分 析--P50 4.2.2南韓第三代行動通訊發展分析--P51 4.2.3新加坡第三代行動通訊發展分析--P52 4.2.4香港第三代行動通訊發展 分析--P53 4.3我國第三代行動通訊發展分析--P53 4.3.1我國第三代行動通訊業者分析--P54 4.3.2中華電信經營現況分析--P60 4.4第三代行動通訊產業的五力模型分析--P62 4.4.1產業的現有競爭者--P62 4.4.2潛在新進入者的威脅--P63 4.4.3購買者的議 價能力--P63 4.4.4供應商的議價力量--P64 4.4.5替代者的威脅--P65 4.5不連續創新--P66 4.5.1技術採用生命週期分析--P67 4.6 第三代行動通訊之過渡產品--P68 4.6.1第三代行動通訊的前哨站--P69 4.6.2GPRS 成功的主要關鍵因素--P70 4.6.3GPRS 面臨 的挑戰--P71 4.6.4GPRS 市場潛力評估--P71 4.7 I-MODE 成功關鍵因素--P73 4.7.1 I-MODE 的經營模式--P74 4.7.2 I-MODE 與服務擴散--P77 4.8第三代行動通訊價值鍊分析--P77 4.8.1第三代行動通訊產業價值鍊分析--P79 4.8.2第三代行動通訊價值 網要素分析--P81 4.9第三代行動通訊競合理論分析--P87 4.9.1第三代行動通訊業者競合分析--P88 4.9.2第三代行動通訊策略 分析--P90 4.10中華電信進入第三代行動通訊業者模式與定位--P92 4.10.1中華電信進入第三代行動通訊之總體環境分 析--P93 4.10.2中華電信進入第三代行動通訊經營模式分析--P96 4.10.3中華電信經營第三代行動通訊關鍵成功因素之分 析--P100 第五章結論與建議--P105 5.1研究結論--P105 5.2研究建議--P109 參考文獻--P111 附錄殺手級應用服務之原則--P114 REFERENCES
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