資訊市場與網際網路資訊商的競合策略研究

Abstract

網際網路一如大多數產業，發展出大型、跨國的主導性廠商，如Google、Yahoo、MSN、eBay等。本研究試圖解答為何這些廠商必須不斷進行大型的併購活動（例如ebay收購Skype、Google收購YouTube、Yahoo收購Flickr、以及Yahoo收購國內的Kimo、無名小站等網站），本研究也試圖解答為何除了日本之外，行動網際網路在台灣以及大多數的國家均發展遲緩。 為了解答上述問題，本研究先針對資訊的本質提出資通訊三層架構，探討資訊的效用及供需。資訊的供需產生資訊市場，本研究並歸納資訊市場四種主要的資訊供需流動：通訊、知識、娛樂、交易（縮寫為CITE）。本研究定義Google、Yahoo等提供用戶CITE獲利的廠商為資訊商。資訊商經營模式中，可以辨識出直接與平台提供模式，以及三種營收來源。將CITE與獲利模式結合，可以建構出一套足以分析與回答研究問題的網際網路資訊市場模型。 透過上述模型結合價值網理論進行分析，本研究認為入口網站的積極併購動作係為增加範疇經濟，提高用戶價值，提高競爭者的模仿障礙。本研究認為行動網際網路發展遲緩，主要是因為電信商、手機商、資訊商之間的合作不良，導致行動網際網路的價值網在互補者方面沒有到位，無法順利創造價值。 基於這兩個核心問題，本研究對資訊商做如下策略建議：1). 對定位為入口網站的廠商，建議提供程式基礎的CITE整合服務，並綑綁網路連線服務，不僅可以增加用戶價值，程式基礎的模仿障礙與進入障礙更高，並可槓桿PC網際網路用戶進入行動網際網路；2). 對mobile internet的發展而言，電信商、資訊商、手機商三者必須共同解決載具的介面問題，先推廣可連結行動網際網路的手機，在行動內容與用戶欠缺的初期，由大型或特定資訊商提供關鍵資訊與服務，才能逐漸吸引更多行動網際網路內容提供者與用戶加入行動網際網路，逐漸發展行動網際網路市場規模。

This thesis focus on two issues: 1). Why large multinational internet companies like Google, Yahoo will undertake continuous mergers and acquisitions , e.g., ebay merged Skype, Google merged YouTube, Yahoo merged Flickr in US, and merged Kimo and Wretch in Taiwan; 2). Why mobile internet fails to be well developed in Taiwan and other countries, except in Japan. To respond to the above inquiries, this thesis starts from discussing the tri-layer structure of information and communication, analyzing utilities of information, and the demand and supply of the information market. Under these bases, we then define the role that a “Infocom” player, like Google, Yahoo, plays in the information market as well as four categories of utility these Infocom players supply: Communication, Information, Transaction, Entertainment (CITE as abbreviation). We then identify three alternatives in which Infocoms can create revenue. By linking CITE with alternatives, we are able to logically draw conclusions to the research questions. We found that critical factors driving large Infocoms to engage merger and acquisitions are to search for economics of scope, to elevate users’ willingness-to-pay, and to establish entry barriers. In addition, the key reason why mobile internet failed to develop well is mainly due to a poor development of value-net and ineffective coordination among key players, like telecoms, Infocoms, and mobile device makers. This research suggests that: 1). For personal portal: Infocoms can offer program-based CITE integrated services, raise WTP, build higher entry barriers, and help leveraging PC internet users to mobile internet usage; 2). For telecoms, infocoms, mobile device makers, they have to highly coordinate to design device interface and promote these mobile internet access devices first. In addition, large infocoms should offer key content and services to facilitate initial customer base and to accelerate the development of mobile internet market.