建構無線通信產業發展行動上網和行動商務之價值網體系－－探討日本行動市場的營運模式與策略分析

Development of the Value Net System within Mobile Internet and Commerce for Mobile Operators Usage: A Study of Mobile Market and Strategy Analysis in Japan

無線上網和無線商務是目前無線通訊產業者積極投入的範疇，面對語音用戶的平均利潤貢獻度（APPU）下降的困境，業者必須加強數據服務（Data service）的功能，並且持續推出創新服務。因為日本的行動商務經營體系與策略，一直是處於最先進的領導地位。因此，本研究以日本市場發展行動商務與數據服務為對象，採取探索式的個案研究。首先以全球無線商務產業之發展概廓，進而深入探討日本NTT DoCoMo和J－Phone三個行動產業的個案實例，內容包括競合關係和價值網體系之建立，並分析其行動上網和行動商務的商業經營策略模式。最後，發展行動商務的競合關係改善（降低競爭和增加合作、共同教育市場、合作經營數據服務品牌）和價值網體系的建立（扶植內容業者、收付費用與金融機制、並與國際大廠合作）。另外，政治安定性、經濟景氣與發展、匯率穩定度、法規限制、國外市場競爭狀況、不同海外市場所採取的不同通路形式等，這些均是業者發展無線通信所必須考慮的新思維。

Due to the growing popularity of wireless communication as mobile communications reach a mass market; network operators are facing decreasing voice Average Revenue Per User (APPU). New revenue generating network services are required to slow or turn around this trend and operators are interested in data services such as Wireless Internet access and Mobile Commerce as a means to this end. This research examines the successful business models and strategies of leading operators in the mobile service market. The “case study” approach is focused on the Japanese market. Japan is at the cutting edge of the commercialization of wireless data service, and maintains the leading global market position. This paper consists of a global market development analysis, documenting Japan’s preeminence and justifying its selection for special study. The business model of Japanese wireless Internet operators is then described, in terms of its structure and critical success factors, based on comparative analysis of case studies, with particular reference to the “Co-opetitive” relationship between operators. Conclusions based on a consolidation of case analyses, can be summarized as recommendations for fostering “Co-opetition” by creating an environment favoring general expansion of the wireless network industry, and creation of a value system, fostering competition between operators. It is hoped these ideas will help innovation by Taiwanese network operators.