探討智慧型電子秘書平台:以Matrix iSecretary為例

Abstract

With Internet technology shifting from HTML to XML, the World Wide Web is transforming from Web 2.0 to Web 3.0, which is also called Semantic Web. In Web 3.0, the ideal world of intelligent computers proactively serving people is now becoming possible. Foreseeing the opportunity of intelligent search accompanied with the trend of Web 3.0, a Taiwanese start-up, Matrix, proposed an innovative concept: Smart Secretary, which combines personal organizers and search engines, like Smart Phone combining mobile phones and PDAs. Matrix has developed the iSecretary platform, a realization of the idea of Smart Secretary. This research analyzed the macro environment using the PEST model, which implies the emergence of Smart Secretary and the Smart Secretary industry. This thesis then analyzed the expected Smart Secretary industry using Porter’s five-force model, which shows that the Smart Secretary industry will be attractive because of potential growth opportunities but will also be challenging due to strong potential entrants and substitutes. Furthermore, the thesis analyzed the internal environment of the case company, Matrix, using the RBV model. The result shows that Matrix’s adoption of focus-differentiated strategy is a reasonable decision since Matrix is a small company with limited resources. Lastly, the thesis further supplements Matrix’s focus-differentiated strategy by analyzing its iSecretary platform from the perspective of platform-mediated networks and makes some suggestions of strategic moves on the issues of pricing the platform, competing the platform, and defending the platform envelopment.