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標題: | 智慧型手機之作業系統技術策略選擇的動態分析 The Dynamic Analysis of Technical Strategic Choice for Smart Phone Operating System |
作者: | Jia-King Chang 張佳欽 |
指導教授: | 黃崇興(Chung-Hsing Huang) |
關鍵字: | 智慧型手機,作業系統,創新研究,業務模式, Smart Phone,Operating System,Innovation,Business Model, |
出版年 : | 2009 |
學位: | 碩士 |
摘要: | 手機產業是人類科技發明產品中,成長最快速的產業。近二十年的時間,已銷售超過三十億支手機。原本Nokia是獨霸天下,一年銷售將近5億支,佔全球手機市佔率40%以上。相對而言,智慧型手機只佔全球手機銷售量10%左右,充其量也只能稱為是利基型市場。
2007年Apple 推出智慧型手機iPhone ,一炮而紅,無鍵盤按鍵觸控式螢幕的創新設計,顛覆了傳統手機的觀念,也改變了傳統手機的競爭生態。iPhone創新研究的工藝精品,結合音樂、上網及手機三合一功能的手持裝置,創新使用界面的Multi Touch設計, 加上隨時可以下載音樂及遊戲的網站服務,成為消費者的最愛,也擴大了智慧型手機的市場規模。Google成立開放手機聯盟(OHA),把原本封閉的手機作業系統, 一舉推向免費授權的開放系統 。 Google把原本在電腦上的服務, 盡量搬上手機,推出了Google Mobile Services (GMS),徹底執行行動上網 (Mobile Internet) 的訴求,2008年10月第一支Google Phone G1上市後引起的風潮,可以預期未來將吸引更多的廠商加入Android平台的行列。 沒有作業系統強大具彈性又豐富的功能當作基礎平台,智慧型手機無法應付消費者多樣化的需求。 因此各家智慧型手機作業系統的競爭,是一場技術標準的戰爭,也是爭奪消費者族群的競賽,惟有取得最多數消費者的喜愛和採用才是能夠存活之道。未來智慧型手機的成長,不僅僅在於硬、軟體的推陳出新,還要考慮業務模式的競爭,如今 Nokia、 Apple 及Google都不約而同的構建服務平台,把內容服務( Web Contents ) 當成競爭優勢的手段。只是各家策略不同,不同的作業系統,不惜想盡各種方法,期望吸引消費者的喜愛,擴大聯盟成員的規模,這場風起雲湧的競爭早已激烈的展開了。 台灣出身的本土企業hTC集中資源, 十年研發創新, 取得全球智慧型手機前五大的地位, 但是未來更嚴苛的競爭, 更是挑戰企業永續生存之道。 Mobile handset industry is one of the fastest growing industry in all kinds of high-tech Industries。In the last 2 decades, it has been more than 3 billion handsets in the market already。Nokia is the dominate players in mobile handset market,Nokia sells more than 500 million every year and it occupies more than 40% of total handset market share。 In regarding to Smart phone market,it only takes less than 10% market share in handset industry, We only can claim smart phone is a niche market comparing to total handset market size。 But the market changes a lot since Apple launched iPhone in early 2007, iPhone’s unique form factor without physical keyboard on the devices, iPhone equipped with Apple patented multi-touch technique。The creative touch user interface totally swifts the paradigm of handset industry。Innoveations change the ecosystem of handset industry with tremendous pressure to existing traditional handest makers, iPhone combines iPod, internet and phone 3-in-one function which becomes the consumers most favorite handset available in the market,The smart phone market expands more than 50% after iPhone introduced to the market 。 Google formed Open Handset Allainces with 34 partners, OHA offers Android operating system with free licenses fee to open public 。 The original closed and proprietary handset industry changed significantly。 Googles tries to move all current services available on the computers to mobile handset, The so called Google mobile services will focus on mobile internet as its main theme。 Consumers accepted the first Google Phone G1 quite well after it was launched and there have 14 new members to join OHA in Dec. 2008。 Nokia was forced to spend more than US$300M to buy back all Symbian licenses from its associated members, and announced to offer Symbian licenses free to all open users。 Without the operating system of smart phone being as the base, smart phone can not meet with users diversified requirements 。The competitions among leading smart phone operating systems are very fierce,It is the war of technical standards and fighting to get as many as consumers to join its platform。 To get the most users group will be the only critical way to survive。Competitions among leading smart phone operating systems are very firerce,The future competitions among smart phone operating systems also expanding to business model。 Nokia , Apple and Google all build up their own services platform to attract more users and sustain their loyalty。 Web contents will be the next wave key competitive weapons to win the market share, The different operating system and services platforms already started its unique strategy and tried all their best to gain the users acceptance。 We will see more creative approaches from the individual vendor to show their innovations to recruit more users and expand the scale of marketing alliances, the competitions will continue to sustain and become more dynamically。 Taiwan based company, hTC , spent all its resources to focus on smart phone development for the last 10 years。 With its creative innovation,hTC occupied the one of the top 5 smart phone vendor position. The global competition in the smart phone industry will be even more sreiuos in the future, we can only spend more intelligence to seek for survive . |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/41527 |
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顯示於系所單位: | 商學研究所 |
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