快速開機軟體廠商之策略分析

Abstract

自從微軟的視窗作業系統變成PC的基礎工作環境後，開機速度的緩慢就一直是使用者詬病的主要問題之一，因此，PC開始興起一股新風潮：安裝完正規Windows作業系統後，再嵌入一套輕量型作業系統（俗稱Instant-On OS），也就是快速開機軟體。此作業系統可在數秒∼十數秒內快速開關機，並且可以提供快速上網以及多媒體資料播放的功能。 本研究希望討論以下兩個問題：一、針對不同時期的技術與市場需求，在快速開機產業的軟體所面臨到的產業結構變化為何？市場發展趨勢為何？在價值網中，競合關係為何？二、快速開機軟體廠商的策略定位在不同的時期將會如何改變？該如何利用其核心能力獲得持續成長的動力？ 本論文主要是利用價值網分析，根據Brandenburger與Nalebuff(1996)所提之競合理論，若想改變賽局，必須改變賽局中的基本要素(PARTS)，即賽局的五大要素，包括參賽者(Players)、附加價值(Added Values)、規則(Rules)、戰術(Tactics)及範圍(Scope)等五個面向，提出策略建議，每一個基本要素都是可以改變賽局的強而有力的工具，只要改變賽局中一項以上的要素，就能改變整個賽局，在硬體廠商與快速開機軟體廠商之間，存在著既競爭又合作的關係，廠商可交互運用，並善用競合策略PARTS分析模式，幫助廠商有條理地去思考如何改變賽局。

Since Microsoft's Windows operating system becomes PC’s basic working environment, the slow boot-up speed has been one of the user’s criticized problems. Therefore, PC began promoting a new trend: after installed the regular Windows operating system, embedded a lightweight operating system (commonly known as Instant-On OS) which is a fast boot software.This operating system can power on/off within a few seconds ~ 10 seconds and provides fast Internet access and multimedia data playback features. This study is to discuss the following two questions: First, for different periods of technology and market demand, what’s the industrial structure change which Instant On software is facing? What the Market trends is? In the value network, what’s the competing relationship? Second, how does the strategic positioning of Instant On software companies in the different periods of time will be changed? How do they use their core competencies to gain growing momentum? Value of this thesis is the use of Value Net analysis, according to Brandenburger and Nalebuff (1996) referred to the Co-opetition theories. To change a game, the game must change the basic elements of (PARTS), the five elements of game, including Players, Added Values, Rules, Tactics and Scope. Each of those five elements can be a powerful tool to change the game. As long as you change more than one element in the game, you can change the game. Between hardware manufacturers and Instant On software vendors, there is a relationship between competition and cooperation, companies can interact and use the relationship. Also use of Co-opetition strategy’s PARTS analytical model to help companies to think about how to change the game structically.