| Summary: | 碩士 === 國立中山大學 === 傳播管理研究所 === 92 === Innovations of technologies often brings the industries impacts of different extents, if there is a company who holds KSF (key successful factor) in hand and becomes the leader, another would gradually lose his competitiveness because of not having KSF. This research looks at the development history of the Third Generation (3G) telecommunication services of Japan as background, which contains the overall environment, the 3G technology systems, the industry value-chain, the using condition of telecommunication services. Cooperating with the operation performance data including the number of 3G subscribers, ARPU (average revenue per user), the using amount of data services, the revenue of the 3G operators, etc., I probed into the KSF of the distribution of 3G, focused especially on why the performance of the early entrant NTT DoCoMo would fell behind the follower KDDI/au. And from the research results, I further discussed the market trend of the future 3G industry, hoping to provide references for the new incomers of 3G in Taiwan.
As 3G services has only been started for less than 3 years and relevant academic researches remain few, this thesis can be seen as a exploratory research. And this research is based on literature survey of second-hand materials collected from white papers, fact sheets, media reports, proprietors’ public materials, opinions from concerned professionals, industrial research reports, resources on the internet, etc., from which I analyzed and verified the operation performances of the operators and its relativity with the KSF I concluded from the literature: quality of telecommunications, speed of data transfer, provided contents and services, charge plans and promotion, properties and design of mobiles.
The research show that what effect the performance of operators in the early period of 3G distribution are quality of telecommunications and the properties and series number of corresponding mobiles, and after the infrastructure construction period the focus would shift to new 3G services and contents and the price charged. As the telecommunication industry of Japan is on the way from infrastructure construction period to overall growth period, the performance of operators would be affected by the design and properties of corresponding mobiles and the telecommunication fees.
Due to the 900i series mobile and the follow-up of the packet norm, the competitiveness of NTT DoCoMo on 3G has apparently raised. Although the number of 3G subscribers of KDDI/au still remains 3 times of DoCoMo, as DoCoMo holds 60% of the market, its top status of the telecommunication industry in Japan seems hard to be shattered. As there are still two important factors: the price battle of data telecommunication and the realization of number portability that may bring huge changes to the 3G market of Japan, the real battle of 3G can be seen as just unveiled.
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