智慧型手機平台發展對可攜式導航產業之影響研究

Abstract

本研究目的在從行動寬頻下智慧型手機軟體平台發展，剖析適地性服務對可攜式導航產業所產生之包絡效應進行研究。本研究從相關的管理文獻及理論切入探討問題的方法，研究發現Nokia及Google開放性平台將不至於對其它智慧型手機平台產生贏者全拿之絕對優勢，本研究也基於 Eisemnann 及Van Alstyne(2007) 對平台包絡效應分析之結論，對可攜式導航廠商提出可能的四種回應策略，包括改變經營模式、迎戰綑綁、合併或策略聯盟、反獨佔訴訟。最後本研究亦針對台灣可攜式導航廠商、手機業者、電信服務業者提出建議。

This study is to analyze the “Envelope Effect” that comes from the Location-Based Services against the Portable Navigation industry, under such a wireless broadband era which boosts the development of the platforms used for Smart Phones. It involves analytical approaches based on the relevant research papers and managerial theories to conclude that there is not a case that Google and Nokia can successfully achieve “Winner-Take-All” through dominant strategy on the platforms for Smart Phones. Besides, following the research contribution with regard to “Platform Enveloping” from Eisemnann and Van Alstyne(2007), four possible competitive responses are also provided to the Portable Navigation companies, which include changing business models, matching the bundle, mergers and alliances, and antitrust litigation. At the end of the study, recommendations are also provided to the local Portable Navigation companies, mobile phone makers and telecom operators.