Research on the Development of the Trusted Service Manager for Taiwan Mobile NFC Services

• Main Authors: Ren-Jye Wu, 吳仁傑
• Other Authors: Jong-Tsong Chiang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/90072044757674208790

碩士 === 國立臺灣大學 === 商學研究所 === 96 === Nokia, NXP and Sony jointly established NFC (Near-field Communications) Forum in 2004 to promote mobile NFC applications globally, which embrace delicately cellular phones and contactless technology. Various and numerous field trials of mobile NFC service have emerged ever since. Until now, only Japan has experienced the merits of mobile NFC applications when commercial operations entered its mass market in 2004, and most of other trials were carried out merely in few fields, with limited services and few hundred or less selected users, only to examine customer feedback, business models, and technical feasibility. While in Taiwan, more than four trials were launched in 2007, which topped the world by density. Early 2008, the voice of establishing the independent trusted service manager (TSM) started to spread over the Taiwan mobile service industry, and some aggressive players have even begun their effort in seeking for endorsement from the government agencies and key service provers. This development suggests that Taiwan may again become one of first runners of introducing the TSM in the mobile NFC ecosystem, followed by launching mobile NFC trials. This thesis, therefore, is to explore the development and business model of Hong Kong’s Octopus Card and NTT DoCoMo’s Osaifu-Keitai (wallet hanset) in Janpan, by using the Catalyst Code and the 6-step Framework developed by David S. Evans and Richard Schmalensee as the analysis tool. Future development of the Taiwan TSM and mobile NFC applications is then speculated. This thesis discovers that the remarkable success of Osaifu-Keitai is mainly contributed by DoCoMo’s clear and ambitious stragetic intent, muscular business legacy and abundant resources. While Octopus Card has been the most successful case world-wide of applying Sony’s FeliCa IC technology in the first commercial applications since 1997, yet, Hong Kong today moves slower than Taiwn in embracing mobile NFC technology. Further, Taiwan and Hong Kong share the same poverty of having no powerful DoCoMo and its assets in place, so that both countries may find it quite difficult to apply Japan’s Osaifu-Keitai experience in their industries. Considering similar resource constraints, Taiwn can really learn from Hong Kong by reviewing how the Octopus Card operator is formulating its action plan seriously for mobile NFC business. Finally, as this thesis concludes, the development of the TSM would need to be lay upon the prosperity of mobile NFC applications. Since Taiwan mobile NFC is still in its infancy, the government and the industry should devote more of their efforts to mobile NFC applications first and take the TSM into consideration in the meantime. The contactless applications in the payment and transportation industries can be well transformed into the first mobile NFC applications in Taiwan, and the independent TSM can be jointly founded by leading mobile network operators and supported by major financial institutions and transportation smart card operators.