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研究生:李國淵
研究生(外文):Guo-Yuan Li
論文名稱:探討美國行動通信產業中Wi-Fi First經營模式之發展 - 以Google Project Fi為例
論文名稱(外文):The Development of Wi-Fi First''s Business Model: Google Project Fi as an Example
指導教授:湯明哲湯明哲引用關係
指導教授(外文):Ming-Je Tang
口試委員:吳政衛趙雨潔
口試委員(外文):Cheng-Wei WuYu-Chieh Chao
口試日期:2015-07-16
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:國際企業學研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:132
中文關鍵詞:資源基礎觀點價值網架構Wi-Fi FirstMVNOGoogle Project Fi
外文關鍵詞:RBVValue NetWi-Fi FirstMVNOGoogle Project Fi
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Wi-Fi分流是近年來行動數據分流的新趨勢之一,從而衍生出Wi-Fi Only與Wi-Fi First兩種不同的經營模式。自從2012年Republic Wireless首先於美國行動通信市場宣布以Wi-Fi First為其經營模式後,相繼出現如Scratch Wireless、FreedomPop等相同經營模式的MVNOs。其中,出乎意料的是Google亦於2015年4月宣布以MVNO跨業進入美國行動通信產業,而Google所採用的正是Wi-Fi First經營模式,名稱為Google Project Fi,並且同時選擇以Sprint和T-Mobile為合作對象。其餘的美國電信營運商面對Google的突襲,第一時間對其反應不以為然,例如Verizon就發佈消息說Sprint與T-Mobile並未準備好足夠的行動網路供Fi Network使用,而AT&T則表示不擔心Google Project Fi會對他們的營收產生影響。
因此,本研究希望透過資源基礎觀點和價值網架理論為分析架構,分析行動通信技術、美國電信產業總體情況、Wi-Fi First技術、Google現有產品與服務等面向,去找出Google所擁有的資源如何幫助Google Project Fi在產業中的定位,並且釐清Google在美國行動通信產業中如何與其他廠商互相競合。
最後,本文將依據對美國行動通信產業、行動通信技術和Google Project Fi之分析結果,利用資源基礎觀點(RBV)和價值網架構(Value Net)來給予Project Fi策略建議,希望Google能將Project Fi的營運重點放置在促進美國行動網路品質的提升與降價、培養美國消費者行動上網的分流方式,以及讓Fi Network幫助Google核心事業群的獲利成長,如此以來可避免與美國電信營運商之間的潛在競爭,又同時可促進美國行動上網的進步,還可以穩定Project Fi的供需兩端,從而解決Google Project Fi可能遭遇到的潛在問題。


In recent years, Wi-Fi Offloading has become one of the new trends of traffic offloading and derived two different business models Wi-Fi Only and Wi-Fi First. In 2012, a MVNO called Republic Wireless was the first to announce Wi-Fi First as their business model in the U.S. mobile carrier market, and one after another MVNOs, such as Scratch Wireless and FreedomPop, emerged with the same model. Most surprisingly, in April 2015, Google announced that it would enter the U.S. Mobile Carrier Industry as a cross-industry MVNO. Known as Google Project Fi, Google adapted Wi-Fi First as its business model and cooperated with Sprint and T-Mobile. At first, the rest of carriers was not positive to Google’s ambush. For example, Verizon declared that Sprint and T-Mobile did not have sufficient capacity of Cellular Network to feed Fi Network. On the other hand, AT&T said that Google Project Fi would not be a concern to their Revenue.
Therefore, by using RBV and Value Net as analytical framework, this research aims to analyze mobile carrier technology, the overall situation of the U.S. Mobile Carrier Industry, Wi-Fi First technology and Google’s existing products and services, realising how Google used its resources to position Google Project Fi in the industry, and to clarify how Google competed with other companies in the U.S. Mobile Carrier Industry.
At last, this paper will offer strategic advice to Project Fi by using RBV and Value Net according to the analytical results of the U.S. Mobile Carrier Industry, mobile carrier technology and Google Project Fi, hoping Google will focus on means of raising the quality, reducing the price of the U.S. mobile network, cultivating the U.S. consumers’ mobile network offloading, and utilizing Fi Network to help Google’s Core Business make more profit. Accordingly, potential competition between carriers could be avoided. Furthermore, the U.S. network could be improved, and the supply and demand of Project Fi could be stabilized, thus solving Google’s potential problems.


目錄

謝辭 ……………………………………………I
摘要 ……………………………………………II
目錄 ……………………………………………V
圖目錄 ……………………………………………VII
表目錄 ……………………………………………IX

第一章 緒論 ……………………………………………1
第一節 研究背景與研究動機 ……………………………………………1
第二節 研究問題與研究目的 ……………………………………………2
第三節 研究內容、研究方法與研究限制 ………………………………………5

第二章 文獻回顧 ……………………………………………8
第一節 資源基礎觀點 ……………………………………………8
第二節 價值網架構 …………………………………………12

第三章 行動無線網路發展 ……………………………………………18
第一節 行動網路從1G到2.5G之發展 …………………………………………18
第二節 行動網路從3G到B3G之發展 ………………………………………22
第三節 行動網路4G技術標準之發展 …………………………………………28
第四節 WLAN與IEEE 802.11 ……………………………………………30
第五節 小結 ……………………………………………34

第四章 美國電信產業市場近況分析 ……………………………………………36
第一節 美國電信產業生態架構 …………………………………………36
第二節 美國電信產業競爭情況分析 ……………………………………………41
第三節 美國電信產業重要趨勢與因應 …………………………………………54
第四節 小結 ……………………………………………62

第五章 Google Project Fi經營模式策略分析與建議 …………………………71
第一節 Wi-Fi First …………………………………………71
第二節 Google現有產品與服務 ……………………………………………86
第三節 Google Project Fi經營策略分析 ………………………………………95
第四節 針對Google Project Fi之策略建議 …………………………………116

第六章 結論與後續研究 ……………………………………………122
第一節 Google Project Fi發展之關鍵因素 …………………………………122
第二節 Google Project Fi策略修正後之策略建議 …………………………124
第三節 研究限制與後續研究建議 ……………………………………………126

參考文獻 ……………………………………………128


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湯明哲(2011),策略精論-基礎篇、進階篇。台北:旗標出版公司。
胡志男、周傳凱(2013),4G生活大未來。高雄:財團法人電信技術中心。

中文產業報告
域動行銷(2014),2014年Q4暨年終台灣網路、行動調查數據報告。域動行銷、東方線上。

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