The Research of Innovative Service in Mobile TV Business Operation

• Main Authors: Chin-Cheng Lin, 林金城
• Other Authors: 廖森貴
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/7y57ys

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 97 === Following the development of digital terrestrial TV in Taiwan, mobile TV reception became possible, so that watching TV with mobile phone is a good idea. Mobile TV with modern transmission technology could support an innovation services. We usually enjoy TV programs at home , but TV is not only a TV. Mobile TV should be used at anywhere and satisfy the customers with an interactive service. The research referred worldwide data on mobile TV and examines current development trends in the global mobile TV pioneers. Furthermore, intensive interviews with relevant companies’ staff were conducted to obtain worthy information on the current development, strategic planning, and innovation service of mobile TV. From the CTS field trial that support by government project, tester surveys were also used in order to understand consumers'' expectations of programs and data services on mobile TV. The research results show that mobile TV industry chain could find out a valuable service. At present, mobile TV run business just in beginning .The future business model of mobile TV in Taiwan could be free reception, prepay, or by subscription. Due to new technology, innovative service will take us from one way to both ways that could gain profit by adding value service. Those innovation applications meet the highest anticipations . Mobile TV with interaction is a 「killer application」in mobile TV service. Customers do not expect that mobile TV serves datacasting and programs only in one direction, some kinds of innovative service with interaction comes to life should be a big issue. Mobile phone with mobile TV technology will make a large income in the future.