Value creation and value capture of mobile commerce in the view of business model co-opetition：Examples of mobile ticketing and on board unit

• Main Author: 羅樺
• Other Authors: 朱詣尹
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/vx779y

碩士 === 國立清華大學 === 工業工程與工程管理學系 === 102 === The increasing maturity of wireless telecommunication technology has fostered the development of mobile commerce (MC) and transformed the traditional vertically integrated value chain to a complex value network. This change highlighted the importance of clarifying MC players’ value creation and value capture in the MC network. Therefore, this research tried to clarify the key determinants, process, strategy and tactic of major players’ value creation and value capture activities in the view of business model co-opetition, and to provide a guide for the players’ decision making in joining the MC business. This research integrated the view of business model co-opetition, value creation and value capture, and used mobile ticketing and on board service as case study examples. This research proposed that when analyzing value creation and value capture situation between two co-opetition players, first we should select a co-opetition model according to the degree of cooperation and competition between two players. Second, we could decide on the business strategy following a combined evaluation of value creation and value capture determinants given the co-opetition model. Third, we could use the competing through business model (CTBM) to decide on the suitable tactics for the players. This paper proposed a structured method to help business players to make value creation and capture strategy and tactic facing co-opetition situation.