The competitive and mobile digital content analysis of Taiwan's third generation (3G) mobile telecommunications industry:an exploratory case study

• Main Author: 梁嘉真
• Other Authors: 梁丹青
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/05682776387504493337

碩士 === 南台科技大學 === 資訊傳播系 === 92 === This study was an exploratory case study analyzing the competitive and mobile digital content of Taiwan’s mobile telecommunication industry. The five research objectives were: (1) the business competitive analysis; (2) the industry competitive analysis of the 3G mobile telecommunication industry; (3) analyze Taiwan’s competitive analysis among global 3G telecommunications; (4) the development of 3G’s mobile digital content provider; and (5) analyze consumer’s use of digital mobile content. The theoretical framework for competitive analysis was based on SWOT, Michael Porter’s five forces and diamond model. The results and case study data analysis were based on various evidences from in-depth interviews, document/secondary data analysis, and web survey. Results and suggestions found that (1) global challenges in introducing 3G; (2) challenges of attracting new 3G consumers in the initial stage of introduction; (3)consumer still played a vital role in the use and widespread of 3G mobile telecommunications; (4) easy user-friendly usage can help reduce consumer’s technological anxiety; (5) provide consumer with multiple functions and 3G killer’s applications; (6) the responsibility of educating consumers by service provider will help the development of mobile digital content; (7) successful marketing is crucial to the development and competitiveness of 3G telecommunications market. The exploratory case study provided suggestions for the industry and provided directions for future research.