半導體公司發展物聯網策略的個案研究 —以I公司為例

Abstract

物聯網是一個近年來熱烈討論的議題，雖然不同的公司對這個市場有不同的分析預估，但是高速成長是一致的方向，Gartner 預測到了 2020 年，透過物聯網相連的裝置將達到 260 億台，思科的經濟分析至2020年，全球將有500億個裝置連結上網! 不少廠商紛紛從不同的角度推出適合物聯網時代的產品及服務。本論主要是從一家世界領先的半導體公司的角度出發，探討在未來物聯網時代，該公司是否該投入該市場，以及該如何發展進入策略。研究發現，該公司現處的市場已經飽和，而且該公司已經是業界的龍頭，成長有限。物聯網的確帶來巨大的成長機會。但是和該公司以往所熟悉的PC市場時代大不相同，處理器的效能不再是市場成功的保證，物聯網有比較複雜的生態系統，構成的裝置及元件也多出許多。此外，物聯網的商業模式還未具體成形，大部分的廠商也還在觀中。因此，該公司如果想在這個市場成功，必須採用不同的策略，處了加強產品的組合，更透過聯盟制定互聯標準，而且標準化平台，降低客戶的進入門檻等，從一些成功案例中，找出具體的商業價值並加以推廣。本論文也據此提出實務的建議及後續研究方向。

Internet of Things (IoT) is one of hot topics that has been discussed recent year. Although different companies have different forecast for this market, but rapid growth is a common direction that everyone expect. Gather predicted there will be 26 billion devices connected through IoT by 2020. According to Cisco’s Economic Analysis, there will be 50 billion devices connect to internet world wide by 2020. Many vendors have introduced IoT products and services from different angels. In this paper, it is mainly from a world-leading semiconductor company’s point of view, to discuss the future IoT market, whether the company should invest that market and how to develop the Go-to Market strategies. The study found this company is now at the market which is already saturated and has been the industry leader, there is limited growth in that market. IoT really brings the tremendous growth opportunities. However, IoT is different from PC market which this company is familiar with, the performance of CPU is no longer a guarantee of success. It is more complex ecosystem of IoT market, and there are much more devices, components need to build this market. In addition, the business model of IoT hasn’t completely formed yet, most of vendors are still in the observation of it. Therefore, if this company wants to succeed in this market, they must use different strategies. Beside to strengthen the product portfolio, further development of IoT standards through the alliance, standardized the platforms to reduce the customers’ entry barriers etc. are needed. Also from varies success stories come out specific business value and promote it. The paper also makes the practical recommendations and the follow –up research direction.