無線行車記錄儀APP轉型為車聯網服務平台之研究－以F公司為例

Abstract

隨著科技及網路之進步，傳統的車後用電子裝置由測速警告、導航儀至行車記錄儀，而行車記錄儀亦由單純影像記錄增加聯網能力並與手機雲端連接提供了各式各樣之創新服務。而車後前端智能聯網裝置市場雖處於發展成長階段，但因進入門檻低、競爭者眾多、品質混亂，而消費者產品知識尚未成熟造成價格競爭激烈、淘汰快速，而專注於前端智能聯網裝置之APP軟體開發商除原先產業特性單位價格不高外，目前更面臨硬體龐大之降價要求壓力。 但隨著網路技術不斷進步，物聯網進入起飛期，於物聯網產業應用中車聯網為最有潛力的應用，而聯網中除車輛智能技術創新之外，其精神及效益之重點在於服務，而創新服務的核心部分即為TSP (Telematics Service Provider)，隨著車後智能車載裝置之功能發展，聯網功能普遍、網路速度提升、連網費用下降、互聯網思維進入、商業模式改變、產品價格便宜、消費者安裝容易，因此車後之TSP市場與服務蓬勃發展，車後前端智能聯網裝置為主要入口，而無線行車記錄儀為智能聯網裝置之主要產品。因此對於注於前端智能聯網裝置之軟體商產生了進入車後TSP市場之機會。在面對既有產業之強烈競爭，及未來龐大之商機下廠商如何檢視自我資源與能力並制定發展產業關鍵成功因素之策略，至為重要。 本研究詳細的研究比較主要之競爭者之公司策略及產品功能及產業趨勢嘗試找出關鍵之成功因素並應用五力分析、競爭模型、商業模式檢視內部之資源與能力以產生公司之產業競爭及轉型策略與步驟建議，以期望於龐大之車後車聯網服務中佔有一席之地。

Alongside advances in technology and the internet, traditional vehicle rear-end electronic devices have advanced from speed warning systems to navigation systems to dashboard cams. Aside from simple image capturing, networking capabilities and mobile cloud connections have been integrated into dashboard cams, providing a variety of innovative services. The smart vehicle devices market is currently growing, but low market entry barriers, numerous competitors, mixed product quality, and lack of consumer awareness has resulted in fierce price competition and fast product elimination. Therefore, software firms developing applications for smart vehicle devices are not only faced with low unit prices, but also severe price cut pressures on hardware. Continuing advances in internet technology have bolstered IoT development, and networking capabilities of vehicles is one of the most promising segments in the IoT industry. IoT is not only applied to innovations in smart vehicle devices, but can also be utilized in services. TSP (Telematics Service Provider) lies at the core of innovative services. Development of functionality in smart vehicle devices has brought about widespread use of IoT functions, enhanced internet speeds, reduced networking costs, utilization of IoT concepts, changes in business models, reduction in product prices, and easier installation for consumers, resulting in booming growth in the vehicle devices and TSP industries, with smart vehicle devices acting as the main gateway, and wireless dashboard cams the main product, opening up opportunities for software firms with smart IoT capabilities to enter the TSP industry. It is therefore of the utmost importance that firms faced with fierce competition and high potential for growth review their resources and capabilities to develop key success factors and strategies. This study compares the strategies, product functions, and industrial trends of different competitors to identify key success factors through use of the five forces model, the diamond model, the business model canvas, reviewing internal resources and capabilities to develop competitive advantages and recommendations for transformational procedures, in hopes of gaining a foothold in the fast-growing smart vehicle and vehicle networking industry.