GPS系統廠商進入地理位址服務市場之機會與策略探討

Abstract

近年來，GPS(Global Positioning System)衛星定位系統及其相關應用出現在各大媒體，起因於美國軍方取消了選擇性接收(Selective Availability ;SA)之管制後，民間應用的精準度提高，帶動了全球GPS之應用發展。其後歐洲、俄羅斯及中國也陸續推出各自的GPS系統，一時之間，相關之LBS(Location-Based Service)應用亦隨之興起。而台灣系統廠商，身為世界個人電腦資訊產業設計製造的龍頭，不負眾望的，在短短數年間，再度拿下GPS設計製造的世界第一。 本研究從一個台灣系統廠商目前的角度與優勢，探索其所衍生機會與下一階段相關應用領域之新市場，所以不同之台灣廠商理應把握此之一新機會，做為進入非製造業之市場。 GPS系統廠商憑藉擁有設計平台之優勢，掌握未來能為消費者服務之設計能力，即所謂的「為服務而設計」 (Design For Service)之觀念。將消費者欲使用之服務以軟體平台之觀念，預先設計於GPS系統之中，進而帶出另一條新的價值體系，價值鏈中包含資訊平台商及應用營運商之新角色。 資訊平台商藉由提供消費者相關之地理位址(Geo-location)價值資訊，創造新營收，其中包含提供於系統廠商之初始服務、應用營運商之後續服務及商家之商品服務。藉由財務模擬及假設知，尤其是商家之商品服務，將會佔最大部份營收，另基於「區域性」及「時效性」之特性，預期將創造消費者、商家、資訊商及營運商四贏之合作模式。 應用營運商藉由提供消費者方便、可用之服務網路而創造價值，由於此為一新型之應用服務，各種傳統或新式之服務網路預期都將進入此領域，其中包含傳統營運商(如FM) 、電信營運商(如Telco) 、網頁營運商(如Internet Portal) 及新式營運商(如WiMax)等等。本研究舉Web Operator及New Operator為例，探討各種營運之可能收入來源，並做可能之財務模擬，其中包含企業之 VPN、資訊平台商之廣告及消費者。尤其是創造大量之消費者數目將會是營收之最大來源。

本研究提供一個架構，對於衍生之機會提供可能之新角色及收入新方案，並做財務及敏感度分析模擬，最後提出一個實例 - 停車場系統，做為所提出架購之驗證，並簡化其收入來源，藉以獲得資訊平台商及應用營運商之可行營業額及價值推演。 最後結尾，並提出台灣廠商之新競爭優勢、新市場之機會及如何進入此市場之建議。

In recent years, GPS and related applications occur on the most media, because US military cancelled the limitation of “selective available”, that really increased the precision of positioning system, and created lots of various applications in the worldwide. At the same time, the different GPS systems are also developed in European counties, Russia and China. Afterward, it diversifies the applications of LBS (Location-Based Services) as well. So far, the Taiwan’s system companies, as a ranking No. 1 in the design and manufacturing area of worldwide IT industry, would really play the good role on GPS as well. Actually, Taiwan is already No. 1 in GPS industry from design and manufacturing point of view. This research is majorly based upon the current viewpoints and advantages from the company of system maker to explore those related new markets due to new applications, so Taiwan’s companies could have the chance to leverage these new opportunities to enter the non-manufacturing markets as well. The GPS system maker could use the capabilities and advantages of platform design to create the future opportunities, which is called “design for consumer services”. In such cases, the “consumer-needs” services could be put on GPS devices in advance per market request by software platform concept. Such concept really creates another new value chain, which is different from the previous one. The new value creation cycle should include the new roles, one is information provider for getting geo-location services and the other one is application operator for delivery such services.

The Information Provider is to provide the related Geo-location information to consumers for creating the new revenue stream, including the initial-information services via system makers, the continuous-information services via operators, and goods-information services via merchants. From finance assumptions and simulations, we get the result that the most revenue stream would come from goods-information services, the reason is that such business model, based upon “localization” and “time-limited” characteristics, really creates the win-win strategies among the different roles, consumer, merchant, information provider and application operator. The Application Operator is to provide the convenient, reliable network to consumers for creating the new value proposition. Because this is new application service, all kind of traditional or new operator, including traditional operator (ex. FM), telecom operator (ex. mobile phone), web operator (ex. internet portal) and new operator (ex. WiMax), would be interested in entering such new area. The research only focus on both of them, web operator and new operator, to explore the possible incomes and to do the finance simulation, including VPN leased fee from enterprise, advertisement fee from information provider, and usage fee from consumer. The interested result is that, the number of consumer users would the most revenue stream. The research is also to provide one framework for new value creation cycle, new value proposition and corresponding revenue stream, and then it does finance simulation and sensitivity analysis. At the end, one example is proposed – Parking system, to verify such framework, and to check the possible incomes and diversified value proposition for both of information provider and application operator by simplified the income sources. At the last chapter, the valuable suggestions are proposed, such as the new competitions, the new market opportunities, and how to catch such new area.