| Summary: | 碩士 === 國立臺灣科技大學 === 管理研究所 === 94 === Along with the revolution of mobile phone specifications and the
upcoming Third Generation (3G) mobile transmission, mobile value-added
content services will become an important item to create more revenue and
profit. The study focuses on the operation flow and business model of
mobile value-added content services based on the value proposition and
value chain and compares the differences between the three platforms
(KISOK, Website and WAP) in four segments: content provider,
intermediated platform, trade model, and marketing activity.
The characters and combinations of application content services are
supported different specs and types of the handsets to meet the needs of
multiple-equipments and multiple-devices in order to provide the users for
entertainment and more efficient at work. To analysis the difference between
KIOSK, Website and WAP, we find that Website has the highest at market
sharing and profit rate, and the times of Click, the click-through, and
repeated consumers also. Therefore marketing activities are diversity and
advertisement effect is most significant through Website.
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