工業電腦與嵌入式系統創新商業模式與進入策略之研究

Abstract

隨著通訊、網路、軟體及光電的整合應用發展，工業電腦逐漸應用到生活中各個層面，舉凡捷運讀卡機、自動售票機、ATM、POS、博弈、網路儲存(NAS)、數位電子看板、智慧型大樓自動化監控系統及環境監控系統等，無一不是工業電腦的應用。不同於一般個人電腦，工業電腦與嵌入式系統商業模式屬於B-to-B銷售型態，並漸漸朝向專注特定應用系統方向發展。儘管工業電腦與嵌入式系統產業擁有較一般PC產業較高的利潤率,但也面臨到如PC 產業普及化的發展瓶頸,缺乏創新產品與服務模式。本研究針對此一問題，先審視目前產業發展的限制因素，再據以辨識有機會發展價值創新模式的特定利基市場，並分析規劃具發展可行性的整合服務營運模式。 本研究採用 Clayton Christensen 破壞式創新理論及 Marco Iansiti & Roy Levien企業生態系統學說模式設計流程，輔以 Michael Porter企業競爭五力分析理論和價值網絡分析,透過公開上市公司的資訊與相關的研究報告，選擇電玩博弈遊戲設備產業 ，設計具擴張服務範疇的價值創新商業模式。同時，本研究深入分析限制利基市場目標顧客採用的因素，及整合服務商所需建構之競爭資源，以印證並強化所提出之創新商業模式及關鍵資源發展策略等論述之合理性及可行性。 最終，本研究提出工業電腦與嵌入式系統產業於電玩博弈遊戲設備產業垂直應用市場可先行切入之利基市場，並提出發展「整合式軟、硬體開發服務」之中介平台概念，及「透過與博弈設備製造商合作策略聯盟方式」，提供電玩博弈遊戲設備產業製造商簡單、取得便利、及較低總持有成本之穩定可靠的「電玩博弈遊戲設備軟、硬體設備整合開發服務解決方案」的建議，以系統產業整合服務商業模式，並提出符合電玩博弈遊戲設備產業製造商企業核心能力策略原則之整合式軟、硬體開發服務平台系統設計之建議。

Industry PC (IPC) is used for industry automation single board computing system to control the processing automation equipment. With increasing applications based on communication , networking , software technology and optical electronic integration, IPC has been widely used with our daily life such as MRT ticketing machine, automatic vending machine , ATM , POS , arcade gaming, NAS , digital signage , building automation , and lottery system, among others, which make the industry PC not only for original “industry control” purpose but also as the “industry appliance system”. Unlike regular PCs, IPCs highly rely upon B-to-B business approach through intermediate customers like system integrators (SI), equipment manufacturers or values added resellers (VAR). IPC suppliers gradually transit their businesses from the traditional single boards computing toward the vertical market appliances, which will make IPC industry differentiated from products lines segmentation toward the industry appliances segmentation. Despite such a trend, there is few innovative business model available. The purpose of this research is to explore the possibility of initiating an innovative model based on services portfolios extension in selected vertical market applications. To suggest a feasible business model, this research adopts notions from Clayton Christensen’s disruptive innovation as well as Marco Iansiti & Roy Levien’s Ecology System to guide our evaluation and suggestions. Based on both secondary information and primary interviews with industry experts, we identify the Gaming Industry as a context for business model design suggestions. We eventually propose to establish a gaming applications development platform which integrates hardware, software and services activities through strategic alliances with the existing gaming industry players, to provide the customers the simple, easy operation, lower total cost, and durable total solution for gaming industry customers accordingly.