The research of Mobile TV Industry Value Chain and Business Model of Mobile TV in Taiwan

• Main Authors: Ping-Tung Shih, 施炳通
• Other Authors: Horng-Yan Chang
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/86662112048273132505

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 94 === The handset is in the modern life individual important along with tool, Analogies is fifth media after by newspaper, broadcast, television, and network, also becomes the individual’s continues screen outside the television & computer. The television originates for the main information and entertainment. But conformity handset and television function, which has been called "mobile TV" service, then is explained as the handset murderer level application （Killer Application）. The TV behavior because of mobile TV influence has achieved the extended TV time lengthens and the space expands. Any time, any place, any installment all may enjoy the convenience of watching TV. Development tendency cannot be resisted which along with the technical evolution and this, "the mobile TV" becomes the global correlation industry positive development the goal. According to the market research firm IMS Research’s report of investigation forecast, to 2010 year's end, the whole world will have 1.2 hundred million above handsets users receive mobile TV service which clearly approve the great future development of "the mobile TV". The mobile TV service does not like the traditional television application, so long as changes the terminal motion receiving device then; The conformity about mobile TV industry value chain and the un-develop business model is much more complex than the tradition broadcast television industry. Although the mobile TV service still had many questions to wait for the solution, but the mobile TV brought the opportunity and the convenience that still urged the correlation industry unceasingly move to this goal advancement. The research analysis mobile TV system standard and the transmission model, which also discuss about the mobile TV’s future development and the use behavior as the reference to research question. The research goal is for the purpose of constructing industry value chain of mobile TV, and the discussion in accordance to the different transmission model, the value chain industry localization and division, each other conformity pattern and competes gathers the relations; On the other hand then further analyzes the system standard consideration and development present situation of mobile TV in Taiwan. Quote by mobile TV value chain viewpoint to discusses the business model of mobile TV in Taiwan, and the question which will need to face in future. The research uses the secondary material analytic method and intensive interview, the collection domestic and foreign motions television develops newest material and interview with domestic mobile TV correlation industry actual participation service manager, obtains following conclusion: 1.The research index the mobile TV industry value chain as: The content operator, the service operator, the transmission platform operator, the terminal manufacturer. The research discovered that, the content supplier holds the extremely important status in the mobile TV industry value chain, fully explains value of digital contents on many applications. However, the whole mobile TV industry value must depend on the synchronized development of value chain industries. 2.The research divided the mobile TV transmission model to the telecommunication transmission model and the broadcast model. Respectively by telecommunication and broadcast industry primarily. But regardless of what model, all must admire both sides in the content supply and the service mechanism cooperation; each other also receive mutual benefits through network characteristic and function supplementary. Therefore broadcasts, the telecommunication industry should the conformity both sides superiority, provides the motion user integrity the complete mobile TV service, this is the bilateral most advantageous development for both parties. 3.The research appraisals, except the present 3G mobile TV, DVB-H because based on Taiwan present digital television standard DVB-T, will become the first choice to develop mobile TV in future. And the T-DMB is the second choice as Taiwan has issued digital radio broadcasting （DAB）licenses, in addition South Korean already official commercial business model. 4.Except the present 3G mobile TV business model, the research also divided the future business model of mobile TV in Taiwan as: The free reception of TV, Pays expenses authorized and the broadcast-telecommunication conformity model. The research discovered that, wants to construct the construction integrity the mobile TV commercial business model, the broadcast and the telecommunication conformity model is the preferred plan. 5.The research discusses the question which the Taiwan mobile TV development faces to discover that, In the mobile TV industry, the broadcast and the telecommunication are main industry, in recent years the broadcast industry has faced with the management difficult position, wanted to develop the mobile TV to depend on the government the policy assistance; The government also should early carry on the correlation law and thorough discussion, make formulation game rule and carries on the total quantity control, the relative industry also should coordinate to carry on the frequency channel conformity; And building up the ideas about construction to transmit platform and the concept of production-broadcasting separation, should promote in the mobile TV carries out. As for the charge question, the research suggested that, the low price charge system should be more advantageous to the industrial normal development, also accepts for the consumer, and is advantageous to mobile TV promoting.