不同技術定位產品之商業模式探討—Kizy與FR二公司之策略聯盟

Abstract

現在的物流模式裡，物件在物流的過程裡面，從出發地到目的地之間可能會經過許多的轉運站，在轉運站與轉運站之間，所有的物流業者都使用被動的物件管理系統，在物件進轉運倉或是出轉運倉的時候都會掃描做紀錄，所以物件在進入轉運倉或是離開轉運倉的時間紀錄是非常的完整，如果是發生在轉運站裡面，起碼還可以找得到遺漏的物件，但是如果物件是在轉運的過程間產生遺漏失誤是發生在運送的路途上，那要找出發生運送失誤的物件就非常的困難了。 為了避免上述情況發生的時候找不到發生失誤的物件，現在的國際大型物流業者採用GPS追蹤系統，但是GPS的追蹤系統有一些先天上的限制，例如體積太大，耗電量太兇，導致待機的時間不長，或是因為訊號阻隔衰減的問題，如果在物件的上方有阻隔的情況發生，像是在倉庫裡面，在室內，就會追蹤不到物件。能否有一套新的定位追蹤系統可以避免掉目前GPS系統的先天限制？是的，由瑞士公司Kizy所研發的全球定位追蹤器(Global Tracker)，就克服了GPS系統先天上的限制，為現在的物流系統提供更完整的追蹤服務解決方案。 本研究是個案分析法深入探討Kizy的全球定位追蹤器(Global Tracker)裝置，在現有進行中的個案裡，對於個案需求的場景所提供的解決方案為基礎，經過深入分析後，以現有Kizy追蹤器的解決方案為基礎，來思考如何向其他應用領域延伸，以及搭配其他利基型的服務內容，來建構新的商業模式。 也運用產業現況分析，關鍵成功因素來源及破壞性創新的理論，深入探討GPS及GSM系統之間如何整合創新應用，來開發適合的產品在物流產業做商業模式的運作，來提高物流業者的效率與可靠度。也經由各種需求的場景，來推論研究適合的產品樣態及利基化的商業模式，再綜合檢視Kizy的全球定位追蹤器(Global Tracker)產品服務的關鍵成功因素，是產品技術還是商業模式。

Currently, items may move through several transfer stations between departure point to destination within a logistic process. Most logistic operators use a passive item management system where items are scanned when entering or leaving a transfer station. Therefore, records regarding the arrival or departure of an item to or from transfer stations are comprehensive, meaning that if an item is lost within a transfer station, it will still be possible to have some idea of where the item is. However, if an item is lost in transit, it will be very difficult to recover the item. In order to avoid this, most multinational logistics operators have now started using GPS tracking systems, although GPS tracking systems do have some inherent limitations, for example in terms of volume or power consumption, resulting in shorter standby times or weaker signals. If the item does not have a direct line to the sky, for example when it is placed within a warehouse or indoors, it will be impossible to track the item. Is there a system that can overcome the innate limitations of current GPS systems? The answer is yes. The Global Tracker developed by Swiss company Kizy can overcome inherent limitations of GPS systems and provide better tracking services for logistic operators. Here we show a case study detailing Kizy’s Global Tracker device and its solutions under current scenarios. Our analysis uses Kizy’s device as a foundation for extension to applications in other industries and looks at how to build new business models when paired with other niche services. This study also looked at the current status of the industry from the perspective of key success factors and innovation theories to see how GPS and GSM systems can be used to create innovations that can be applied to the development of appropriate products that can be used in logistic business models to enhance efficiency and reliability. Analysis was also conducted from multiple scenarios to find suitable business models for the product technology and its niche markets. A comprehensive examination was also conducted of the key success factors of Kizy’s Global Tracker.