臺灣博碩士論文加值系統

網際網路和行動通訊是這幾年來最重要的兩股趨勢。雖然人們談論行動網際網路(Mobile Internet)也已多年，但是除了日本NTT DoCoMO的i-mode服務之局部成功經驗外，真正的行動網際網路並未出現。然而隨著科技與商業模式的演進，使得對於提供完整而一致的使用者經驗與打造真正的行動網際網路所需的必要條件逐漸成熟。在這新環境下，行動網際網路將衍生出一個開放的產業生態系統，而這個新的行動網際網路可稱作「Mobile Internet 2.0」。
在這一個Mobile Internet 2.0開放的產業生態系統中，包括了許多原來屬於不同產業的價值鏈。在本篇論文中，將首先描述這些相關產業的價值鏈以及發生在位於不同價值鏈的業者之間的商業戰爭。然後將介紹行動網際網路的演進與產業生態系統特徵的差異。本研究提出一個由以上之相關價值鏈共同編織而成的價值網，藉以分析眾多參與者之間的多重合作與競爭關係。
根據對於行動網際網路之價值網的知識，本研究選定具代表性的業者，針對他們採取的行動與其策略意涵進行分析，進而對Mobile Internet 2.0之現況與未來發展有更深的理解。選定分析的業者包括電信業者、Google、Yahoo、Microsoft、Nokia與Apple。此外本研究亦對較小的業者或新進參與者提出一些建議。

Internet and mobile communication are two of the most important trends in recent years. Although people have also talked about mobile Internet for a few years, there was not really a mobile Internet, except NTT DoCoMO’s i-mode demonstrated some kind of success. But as technologies and business models keep evolving; those prerequisites for integrated user experience and a true mobile Internet are getting mature. Under this new circumstance, the mobile Internet will have an open ecosystem for third party applications and devices.
There are many value chains of different industries involved in the open ecosystem of mobile Internet 2.0. In this thesis, these industries related to mobile Internet and those business wars happened between players on these value chains are first described. Then the evolution of mobile Internet from a closed ecosystem to an open one will be introduced. This research proposes a value network, derived from related value chains jointly, to provide an overview of the open ecosystem of mobile Internet 2.0, for better understanding the multiple relationships of cooperation and competition between these players.
Based on the knowledge of the value network of mobile Internet, the initiatives and their strategic implications of some important players or companies will be analyzed for further comprehension of the current and future development of the Mobile Internet 2.0. The cases analyzed in this research include mobile operators, Google, Yahoo, Microsoft, Nokia and Apple. In addition some advices are also provided to smaller players or new participants.

誌 謝 ii
論文摘要 iii
Thesis Abstract iv
Table of Content v
List of Figures vii
Chapter 1 Introduction 1
1.1 Background and Motivation 1
1.2 Thesis Structure 3
Chapter 2 Literature Review 5
2.1 Porter’s Five Forces Model 5
2.2 Value Net Model 8
2.3 Business Ecosystem 10
Chapter 3 Mobile Data Industries Analysis 13
3.1 Technologies Evolution 13
3.1.1 Cellular Communication Technologies 13
3.1.2 Other Wireless Communication Technologies 16
3.1.3 All-IP Network Technologies 18
3.2 Involved Value Chains 20
3.2.1 Mobile Phone Value Chain 20
3.2.2 Telecommunication Service Value Chain 26
3.2.3 Mobile Data Service Value Chain 29
3.2.4 Mobile Enterprise Value Chain 35
3.2.5 Mobile Advertising Value Chain 40
3.3 Wars between Players 44
3.3.1 The War of Wireless Communication Standards 44
3.3.2 Mobile OS War 47
3.3.3 Mobile Phone Branding War 51
3.3.4 The War of Revenue Sharing and Content Distribution Channel 55
Chapter 4 Evolution of Mobile Internet Ecosystem 59
4.1 Closed mobile data ecosystem: NTT DoCoMo i-mode 60
4.2 Open mobile data ecosytem: Mobile Internet 2.0 65
4.2.1 The Convergence of Value Chains and Feedback Loops 66
4.2.2 Value Network of Mobile Internet 2.0 71
4.2.3 Summary of Mobile Internet 2.0 72
Chapter 5 Cases Analysis 74
5.1 Mobile Operators 76
5.2 Google 80
5.3 Yahoo! 88
5.4 Microsoft 92
5.5 Nokia 96
5.6 Apple 100
5.7 Advices for smaller players or new entrants 103
Chapter 6 Conclusion 104
6.1 Research Conclusion 104
6.2 Future Research 105
Bibliography 106

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