| Summary: | 碩士 === 國立臺灣科技大學 === 資訊管理系 === 105 === Founded in 1999, MacroWell OMG started as a dealer of games and business software, and successfully transformed into an online game operator in 2006. The prevalence of mobile phone network and the rapid growth of smartphone use since 2010 have changed the value of game operators in the industry chain. Despite the continuous growth of the gaming market, the profits of the game operators have started to drop. In order to achieve the profit target, company leaders need to think about future transformation strategies. Should MacroWell OMG enhance its product capability in order to meet market trends? Or should the company create uncontested blue ocean market space via transformation?
This case study shows an increasing number of new contenders once the online gaming industry in Taiwan entered a mature stage. In addition, due to the transformation brought by the mobile era, companies are faced with the dilemma of profit drop despite their revenue increase. New blue ocean markets such as e-commerce and third-party payment might be a potential opportunity for transformation. After all, innovation is the key to opening a new path.
The case is adapted Harvard Case Study research method to discuss the following issues: core capability, business model innovation, agility, paradigm shift and so forth. When faces similar situations in the future, leaders can get inspired at a different point from the case, and by analogy, increasing the level of thinking to ensure successful implementation of the decision.
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