A Study on Key Improving Factors of Mobile Data Service ─Using i-mode as an example

• Main Authors: Wu,Chih-Ta, 吳致達
• Other Authors: Chang,Pao-Fang
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/47454618400797466977

碩士 === 國立政治大學 === 廣播電視學系 === 92 === The concept of mobile internet has been introduced many years ago; however, due to the limits of hardware standards and the inadequacies of breadth and depth of information practicability, the market didn’t rise and flourish as expectations. Now because of the benefits of distributions of GPRS network system, popularization of feature cellular phones, and active participation of content providers, the mobile data services start to grow. With faith in good prospects of the market, the KGT company introduced i-mode, the paradigm of mobile internet services, from NTT DoCoMo through their partnership. The main purposes of this research are to view the quality of recent i-mode service in Taiwan, and to concretely propose key improving factors of developing mobile data services through integration of theory reviews and practice analyses. For retrieving the lacks of depth in former domestic researches, this research uses the i-mode service as an example and adopts qualitative research methods by deeply interviewing with the operator, the content providers, as well as the users on critical aspects of the technology, the content, the strategy, and the usage. Then, after cross-analyzing to find gaps of the cognition among the three roles, this research infers the key factors to improve the quality of mobile data services and proposes the corresponding solutions. The major findings of this research are as follows. The improving factors of operators includes the price, the phones selectivity, the connection quality, the marketing, and the profits share. Those of content providers includes the price, the practicability, the interface, the brand, and the profit-earning model. This thesis also contributes many suggestions and guidelines of industry development for relevant players. First, operators should strive for enhancing the usability of mobile internet platforms. Second, content providers ought to aim at target customers and actively create demands. Third, the relationship of operators and content providers must be promoted from business cooperation to strategic alliance. In the section of extended discussions, this research presents several recommendations. First, a framework of content aggregation-centered business models should be established. Second, XHTML should be drived as a solution to improve recent unfriendly interfaces and network closure. Third, mobile data services based on individuals should be raised to a high level based on social relationships. Fourth, services should be expanded to cooperate market by developing applications for enterprise purposes.