面對先進電腦運算架構標準化之因應案例分析

Abstract

本論文主要的目的，在於探討一家台灣工業電腦公司- 凌華科技，在面對一個甚具潛力的國際標準時，所面臨的策略選擇空間以及可行之策略。該標準之中文名稱為“先進電腦運算架構” (ATCA, Advanced Telecom Computing Architecture)。預料其將以開放性的架構，突破過去電信製造寡占局面，而以完整供應鏈來降低電信系統設備的建置成本。 本論文探討的邏輯，係以諾基亞為對照案例，並以價值網，六力模型與平台策略的概念來解讀其面對GSM的過程-，藉以檢視其標準化之策略運用。隨即以ATCA產業分析及上述觀念，架構出案例研究公司凌華科技與其它參賽者在ATCA標準平台中的競合關係。其結論將說明，凌華為強化其在整個賽局中的附加價值，應以系統板卡與機箱作為其進入平台的範圍，並與領導廠商與發展電信特定應用之廠商建立互補性的夥伴關係，透過市場與專業驗證以提供更完整的電信應用平台。此外，建議凌華建立標準以外的技術智慧財產權，與其他參賽者進行差異化，並以過去較具優勢的市場經驗，將ATCA導入非電信產業，以強化其在ATCA的競爭優勢。

This paper is to provide an industrial computer company with strategic alternatives when it is facing a potential international standard named ATCA, the acronym of Advanced Telecom Computing Architecture. The ATCA has been being built by a prestigious international consortium- PICMG (PCI Industrial Computer Manufactures Group) with the standard version of PICMG 3.X. ATCA is defined as an open system which is mainly specified for telecommunication systems as those systems have been dominated chronically by large telecom equipment manufactures with proprietary standards. It is expected, the ATCA will be supported by a comprehensive supply network so that the cost of implementing and maintaining telecom systems will be reduced vastly. For thoroughly understanding the key success factors to facing standardization process, a case review of Nokia versus GSM has been firstly interpreted by three concepts: six forces model, value net and platform strategy. Thereafter, the company is reasoned with the value net structure including customers, suppliers, complementors and competitors. The co-opetition relations with the company are discussed and the analytical result indicates, instead of being a wannebe as the company wishes, it should play a role as competitive complementor in the ATCA value net, focusing on system board with quality as well as cost advantages Furthermore, for increasing the added value of the company, it is suggested to build solid external relations with other players to complete its product line for high-end telecom systems. In addition, the company should consider setting up higher competitive barrier with technical patents based upon ATCA. More suggestions lay on that the company could apply ATCA to its more experienced industry where relative advantages exist.