| Summary: | 碩士 === 國立清華大學 === 工業工程與工程管理學系 === 100 === Business Model and Strategy Analysis of the Transition from IC Design to Application Solution - A Case Study of Flash Provider P- Company
Student： Chien-Te Lu Advisor： Dr. Yee-Yeen Chu
Abstract
The application products of NAND Flash were spreading over the whole 3C industries in the past decade (2000-2010), which focused on the consumer market, like the USB drivers and Flash memory cards. The case firm started with pure flash controller IC design position in 2000, then created and captured market value of the defective quality NAND Flash ICs. Very soon, also targeted as a NAND Flash total solution provider, the case firm offered system and ODM/OEM services for the major retail brand names.
The case firm developed the core competence, flash controller IC design and application system integration, through the open business model, join-venture with the first well-know international brand to new start an eMMC company for the emerging mobile storage market.
The research analyzed the case firm which changed from a close innovation in the beginning to the open innovation and differentiated open business model. Integrated the innovation flows and business models, case firm also modified strategy dynamically to adapt to the market status changes.
To develop the open business model as an adaptive platform, the case firm kept on extending the core competence and key resource to dominate an indispensable position of the value chain. This research concluded that business model and strategy need to include the following key factors when transition from IC design to application solution. First, a firm should try to proceed in a virtuous business cycle while establishing an open platform business model. Second, the firm could try to create quality ICs market value through the design and system firmware core competence. Third, the firm could collaborate with up-and-down stream firms through some leverage power to sell the IC application end products which enlarge revenue and optimize sales margin. Fourth, for the emerging industry (like the mobile storage devices), the firm could try to establish joint-ventures with complementary firms for the new market.
Keywords：Open Innovation, Open Business Model, Mobile Storage Device and NAND Flash controller.
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