| Summary: | 碩士 === 淡江大學 === 大眾傳播學系 === 91 === Along with high penetration rate of mobile phones and the Internet, there exists earning potential for the third generation (3G) mobile telecommunications industry in Taiwan. Yet with key uncertain factors affecting the development of the 3G mobile telecommunications industry, service providers are faced with constraints. The main purpose of the research is to locate these factors and further to explore the ways these key uncertain factors affecting the trend of the 3G mobile telecommunications industry in Taiwan. While intensive literature review and in-depth interviews are used in collecting research data, scenario analysis is employed to analyze research data.
Research results indicate that the choice of standard for 3G mobile telecommunications systems, the production of suitable and affordable end mobile devices, the establishment of appropriate business models, and the prosperity of the mobile content industry are key uncertain factors affecting the 3G mobile telecommunications industry in Taiwan. Because the incumbents have had mobile systems, base stations, and sizable subscribers from their operations of the second generation (2G) mobile telecommunications services, the incumbents in general have more competitive advantages than the newcomers. Thus as the newcomers lack market bases of 2G mobile telecommunication services, it is especially important for the newcomers to develop killer applications before the incumbents do and to grasp market share for the 3G telecommunications services industry. Under the most likely scenario, while the incumbents may adopt strategies of creating value-added services, changing scope and integrating value chains, the newcomers may employ strategies of differentiating value-added services and developing a niche market.
Taiwan''s 3G service providers are suggested that first the newcomers may seek opportunities for possible collaboration with internationally well-known equipment manufacturers to develop the standard for 3G mobile systems. Second, Taiwan’s 3G service providers have to resolve technical constraints and to develop a widely acceptable price scheme for the general public. Third, Taiwan’s 3G service providers should try to integrate other players along the value chain, to create appropriate business models, and to attract content providers to involve in the development of contents and applications for the 3G mobile telecommunications services. Finally, this research recommends that the government should proactively encourage the development of the mobile content industry in addition to regulate unfair competition in the 3G mobile telecommunications industry.
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