無線充電產品之市場進入策略與營運模式研究

Abstract

隨著電子與行動載具的普及化與多樣化，使用者對有效、快速且方便的充電方案產生更大的需求。然而，由於充電器彼此之間不相容，即便是有標準接頭的訂定，但因個別裝置對功率需求的不同以及電池技術的不成熟，使得個別廠商仍傾向開發自己規格的充電器。消費者因為使用多個充電器所造成的不便與環保浪費問題，至今仍無法被有效解決。這些因素促使市場對於無線電力傳輸技術與無線充電產品，一直都保持高度的期待。但時至今日，無線充電技術的市場滲透率成長仍非常緩慢，顯然面臨普及化發展之瓶頸。 為有效協助無線充電產品的市場擴散，本研究以新一代無線電力傳輸技術為焦點，討論其市場進入策略與有效的商業模式。本研究從產業現況及發展趨勢切入主題，並重新審視顧客在充電情境時的真正需求，進一步分析限制無線充電應用發展的因素，並據以辨識應用市場與區隔中適合新技術導入的目標市場，再提出滿足所選擇目標市場內的顧客價值主張，規劃具發展可行性的商業營運模式。 具體而言，本研究採用Clayton Christensen的破壞式創新理論，以顧客待完成的工作概念進行市場區隔分析，據以選定適合新一代無線電力傳輸技術切入的目標市場，並根據消費者使用無線充電時之限制因素，設計商業模式流程、及價值網絡分析，推導出具價值創新之商業模式。據此，本研究提出以滿足“一對多”充電的需求為市場進入策略和“和互補廠商策略聯盟，以免費或代繳方式，提供消費者可以隨時、隨地充電的便宜、穩定解決方案”的商業模式建議。

Due to the increasing usage of a wide range of electronic and mobile devices, consumers have to carry many power-related accessories that are usually incompatible with each other. Even with the standard AC-USB connector, manufacturers still tend to develop their own charger specifications because of immature battery technology and differential requirements of electronic devices. These factors not only make consumers very inconvenient but also creates environmental hazard due to quick obsolescence of chargers. Consequently, wireless power transmission technology and wireless chargers have long been expected to be a high potential products. But even till today, the wireless charging technology still faces obstacles in market diffusion and therefore achieve low penetration rate. Taking this situation into research considerations, the present study focuses on the case of a new generation of wireless power transmission technology and attempts to provide a systematic evaluation on the consumer demand, and further analyze the limiting factors in the development of wireless charging applications, so as to identify market segments which the new technology can fit into, and propose a customer value proposition to accommodate the needs of the target market and design doable business models. Specifically, we take the notion of destructive innovation by Professor Clayton Christensen to analyze and select the target market for the new generation of the wireless power transmission technology. By taking the limiting factors into the design flow of business model and the value network analysis, this study suggests a new business model that can satisfy one-to-multiple power charging needs. By making strategic alliances with complementary vendors, this model can provide consumers inexpensive, stable charging solutions at any time, anywhere. Implications for future research are also discussed.