THE VALUE DELIVERY OF TAIWAN MOBILE MULTIMEDIA VALUE SERVICE

• Main Authors: Ke-Min Huang, 黃克敏
• Other Authors: Yi-Che Chen
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/08444185277381734420

碩士 === 元智大學 === 管理研究所 === 96 === The greatest difference between the third generation mobile communication systems and its predecessors is in the capacity of multimedia content transmission. For mobile network service providers this was really a beacon in the darkness, as revenues from providing voice services continued to slump. However, after many years of effort, providers have seen no improvement in their financial gains from supplying content value-added services. This study is an attempt to analyze the value delivery of mobile multimedia value-added services in Taiwan and offer suggestions on the industry’s present status. A qualitative approach has been adopted to gather information and establish suggestions and conclusions by conducting interviews with operators and businesses in the mobile multimedia value-added service industry in Taiwan. Initially, through examination of relevant literature and observations made by researchers, this study has developed from value network viewpoints a delivery model for mobile multimedia value-added services in Taiwan and sorted value delivery activities related to mobile multimedia value-added services observed by researchers into four aspects as the foundation of the research. Subsequently, important parties from the industry have been interviewed, including two content creators, two content providers, two content aggregators, three mobile network service providers, and two cell phone makers. From the interviews, this study achieves the following conclusions: 1. Taiwan’s mobile multimedia value-added service industry is still in an active process of integrative evolution. 2. The government needs to be more positive in formulating related legal regulations and policies. 3. Construction of mobile communications networks is vital. 4. As far as contents are concerned, cultural added value and convenient acquisition of contents are extremely important. 5. No single marketing activity is able to promote mobile content services. 6. Mobile value-added service providers must expand their strategic alliances. Based on information provided by those interviewed, this study has sorted out value delivery activities between operators and businesses and established a value delivery model for mobile multimedia services in Taiwan, and offers the results as suggestions for the concerned operators and businesses. This is the chief contribution of this study.