台灣行動NFC可信賴服務管理機構發展模式之研究

Abstract

2004年Nokia、NXP及Sony成立NFC (Near-field Communications) Forum，以推動結合手機和非接觸式(Contactless)技術的行動NFC應用。自此，全球各地紛紛湧現許多各類型的試驗計畫，但目前只有日本的商業應用進入主流的消費市場，其餘國家大都僅止於在特定的區域、限定的應用項目、及幾百個或更少數的消費者的情形下試行，以檢視消費者反應、合適的商業模式及技術可行性。而台灣則亦在2007年推出了五、六個的計畫，數量密度之高，勇冠全球。 近來，台灣的行動電信業出現探討成立獨立TSM的聲音，其中有若干業者已經開始爭取政府和重要的應用服務業者的支持。這讓台灣在發展TSM的步調上，將繼行動NFC試驗計畫之後，再次要與世界其它先進國家並駕齊驅。 有鑑於此，本研究嘗試以企業觸媒策略的方法論為工具，分析香港八達通卡和日本NTT DoCoMo錢包手機的發展和營運模式，並具以探討台灣行動NFC應用和TSM的可能發展。 本研究發現，日本NTT DoCoMo錢包手機的成功，主要建立在DoCoMo明確而強烈的策略意圖以及其雄厚的行動電信服務經營實力與資源。相對而言，香港的八達通卡是全世界最早採用日本人發明的FeliCa非接觸式技術而成功進行商業化應用的典範，但香港的行動NFC應用發展的腳步甚至比台灣慢。本研究進一步發現，台灣和香港一樣缺乏日本DoCoMo的條件，因此，難以移植日本的經驗作為參考，而香港八達通卡公司對行動NFC抱持的審慎態度，反而是台灣業界值得借鏡之處。 最後本研究指出，發展TSM，必須建立在讓行動NFC的應用可以蓬勃發展的基礎之上。現階段，台灣行動NFC產業尚在起步階段，政府和業者應先著力於如何讓應用可以發展起來，於此同時，構思TSM的設立。在發展行動NFC方面，台灣應善用感應式付款和交通票證的基礎；在成立TSM方面，可由幾家主要的行動電信服務者共同發起，同時邀請金融機構和交通票證具代表性業者，參與成立獨立的TSM。

Nokia, NXP and Sony jointly established NFC (Near-field Communications) Forum in 2004 to promote mobile NFC applications globally, which embrace delicately cellular phones and contactless technology. Various and numerous field trials of mobile NFC service have emerged ever since. Until now, only Japan has experienced the merits of mobile NFC applications when commercial operations entered its mass market in 2004, and most of other trials were carried out merely in few fields, with limited services and few hundred or less selected users, only to examine customer feedback, business models, and technical feasibility. While in Taiwan, more than four trials were launched in 2007, which topped the world by density. Early 2008, the voice of establishing the independent trusted service manager (TSM) started to spread over the Taiwan mobile service industry, and some aggressive players have even begun their effort in seeking for endorsement from the government agencies and key service provers. This development suggests that Taiwan may again become one of first runners of introducing the TSM in the mobile NFC ecosystem, followed by launching mobile NFC trials. This thesis, therefore, is to explore the development and business model of Hong Kong’s Octopus Card and NTT DoCoMo’s Osaifu-Keitai (wallet hanset) in Janpan, by using the Catalyst Code and the 6-step Framework developed by David S. Evans and Richard Schmalensee as the analysis tool. Future development of the Taiwan TSM and mobile NFC applications is then speculated. This thesis discovers that the remarkable success of Osaifu-Keitai is mainly contributed by DoCoMo’s clear and ambitious stragetic intent, muscular business legacy and abundant resources. While Octopus Card has been the most successful case world-wide of applying Sony’s FeliCa IC technology in the first commercial applications since 1997, yet, Hong Kong today moves slower than Taiwn in embracing mobile NFC technology. Further, Taiwan and Hong Kong share the same poverty of having no powerful DoCoMo and its assets in place, so that both countries may find it quite difficult to apply Japan’s Osaifu-Keitai experience in their industries. Considering similar resource constraints, Taiwn can really learn from Hong Kong by reviewing how the Octopus Card operator is formulating its action plan seriously for mobile NFC business. Finally, as this thesis concludes, the development of the TSM would need to be lay upon the prosperity of mobile NFC applications. Since Taiwan mobile NFC is still in its infancy, the government and the industry should devote more of their efforts to mobile NFC applications first and take the TSM into consideration in the meantime. The contactless applications in the payment and transportation industries can be well transformed into the first mobile NFC applications in Taiwan, and the independent TSM can be jointly founded by leading mobile network operators and supported by major financial institutions and transportation smart card operators.