「以手機即時繳納路邊停車費」(HPPS)商業模式之研究

Abstract

基本上，「以手機即時繳納路邊停車費」(英文簡稱HPPS, 全文為Handset Parking Payment System)為行動加值服務之一種應用，本研究謹對此種特別應用，單獨加以較深入之剖析，比起廣泛之「行動加值服務」，廣度方面狹窄很多，但對專一服務，卻可深入研究，搔到癢處。本研究並探討其決定成敗關鍵之付費機制，可否利用行動商務 (m-commence1,6或mobile payment1,6)方式，以手機作預付 (pre-payment)之動作。此種行動商務之議題，亦非常廣泛，若可行，可用於日常生活之各種交易應用上，但本研究無此意向去討論廣泛之行動商務議題，而僅狹窄地探討其於以手機即時繳納路邊停車費之特別應用上，是否合用。 於亞洲或北美網際網路服務發達的地區，吾人似未見有以手機即時繳納路邊停車費之營業項目實際營運者，因此很早就想探討其原因，加以身處手機持有率超過100%的臺灣環境中，此種十分可利用手機去作之加值服務，卻仍停留於僅有少數人推廣，而無人願意投資之狀況。本論文以一認為較可行之商業模式，來探討其中之問題何在，於服務提供者與消費者互動之過程中，究竟是那個關節出現困境，有無解決之方法，及解決之方法為何? 九十三年初之幾則有關駕駛人於目前路邊停車收費方式下，因遺忘而受罰之新聞報導，更觸動吾人以此種可改善目前不便之服務方式作為EMBA論文主題，分析此商業模式之可行性，並兼可作為一種營運計劃書，對於有興趣投資新型服務事業者，可作其參考，讓其判斷是否值得一試。 本論文首先分析誰較合適經營此種新型服務事業，再描述架駛人之申請程序、停車程序、離開程序、及服務公司之稽查程序、收取停車費及向縣市政府繳納收款之一連串程序後，推論出，於應付小額付款(Micro-payment2)之煩瑣不便，及減低金融機構以交易次數計收手續費之成本考慮下，預付式可充值電子錢包為一相當理想之收付費機制。 本論文其次討論於全台提供此服務事業所需之人事組織架構，估計營運此新型服務事業前四年之全部可能投入成本，並以目前業者自縣市政府所收取之服務費為基準，於一合理之市場佔有率假設下，估計達到損益兩平之時間，及可採取的行銷目標計劃。 本論文最後討論一些與「以手機即時繳納路邊停車費」商業模式有關之議題，如取代之技術、本投資可否延伸至其他業務、進入障礙、停車人身份之確認、停車與付費程序應否綁住於手機、預付式可充值電子錢包操作之安全問題(Security3)、詐欺問題、今年十月即將開辦之全國性消費平台4對其有何影響，及一些非技術性之政治問題等等，本論文將其一一討論。但這些議題中，有些牽涉到消費者行為面之問題，則本論文研究並無涵蓋，且其沒有一定之是非對錯，用或不用，難以拿捏，但本服務事業之成敗，其為重要之關鍵因素，因此，有意投資者，必須於這些與行為面有關的項目上，再作進一步研究，以作為投資決策之參考。此外，於討論上述議題時，多多少少也解答了為何到目前為止，於全球大部份地區，無尚「以手機即時繳納路邊停車費」系統之大型投資之原因。

Basically, “Handset parking payment system” (HPPS) is one of the applications of “Mobile value-added services”. This thesis specifically makes a deeper analysis to only such special application in the payment of parking fee by using handset. Comparing to the broader definition of the generalized “Mobile value-added services”, the breadth of the analysis of this thesis is much narrower. Just because its specificity to such subject, however, we can make a deeper research and thus hit the key points of such specific service business. This thesis also discusses the payment mechanism that is critical to the success of such service business to see if the m-commerce (or m-payment1) can be applicable in the pre-payment of the parking fee by handset or not. The definition of m-commerce is also very broader. If feasible, it can be used in all kinds of transactions in daily life. But this thesis has no intention to discuss the generalized m-commerce. We narrow down the scope to the discussion that whether the pre-payment mechanism is suitable for the case of handset parking payment. In Asia or North America area where the Internet service business is prosperous, there is no handset parking payment system in real commercial service for public roadside parking space. We really want to know the reasons why. In Taiwan, the subscription rate of handset already exceeded 100%. The handset parking payment system should have already come out. But the situation is that no real investment has been made in such service business, while few people have tried to promote it. This thesis describes a comparatively feasible business model and tries to find out where the problems are, what the key difficulties exist during the interaction between the consumers and the service provider, whether the difficulties can be overcome, and what the solutions can be. In early 2004, there were few reports in local newspapers that under the current manual parking fee payment system, the driver had got a very heavy fine or penalty because of forgetting to pay the parking fee before the deadline. The news trigged me the idea to write a thesis related to the improvement of such inconvenience. The thesis will analyze the feasibility of the business model that can also be used as a business plan as well for those people who are interested in investing such new service business. The thesis firstly analyzes who is more suitable in running such new service business, then describes the drivers’ application process to be authorized to use the system, parking process, leaving process, and the service provider’s auditing process, parking fee collection process, and the process that the service provider pays the collected fees to the parking space owner. To overcome the drawback of the micro-payment2 of parking fee, and to lower the costs of handling charges incurred during withdrawing the driver’s deposit account in the bank when driver buys the pre-paid e-card with handset or Internet or IVR (interactive voice recording message provided by telephone company), a pre-paid replenishing e-account (or e-card) mechanism is proposed as the ideal tool for the parking fee payment. The thesis then describes the needed personnel and organization in order to run the service business in the whole island. The overall costs to run the business for the first 4 years are estimated. The revenue per year, under the current fixed rate of income per parking handling, and the assumption of targeted market share, is also calculated. Then, the year of breakeven is identified. The usable marketing target plan is also formulated. Finally, the thesis discusses some issues that are related to the business model of HPPS. The issues include the Competing Technologies, Extension of such investment to the other service business, Entry Barrier, Confirmation of driver ID, whether ID and payment should tie to handset SIM card, Security3 of payment using handset, Fraud, How the nationwide payment platform4 to be launched in Oct 2004 by bank group will impact such new service business, and other non-technical problems. From the discussions of these issues, we can find more or less the answers why the handset parking payment system cannot attract the attention of the key investors. In these issues, some of them are related to the consumer behavior aspects, which are not in the scope to be covered in this thesis. The consumer behavior will impact the success of the service business. But it is not that clear cut in nature to decide easily whether right or wrong. The investors need to make a further study in these consumer behavior related issues before making the final decision.