兒少網路與智慧裝置管控之優化創新服務與商業模式

Abstract

隨著科技進步以及蓬勃發展的數位內容，智慧裝置與網路已經是我們日常生活的重要組成，提供現代人無限探索的機會，但也帶來接踵而來的負面問題，尤其對家中有身心發展未成熟的孩童，其造成的影響更嚴重，如：長時間沉浸在3C產品與網路，18禁內容的氾濫...等，也因此，越來越多兒少管控服務如雨後春筍般出現在市場上。 多年來，兒少管控服務的市場是逐年在成長中，對於家長確實是剛性需求且具備成效，各家產品在防堵與過濾技術大有進步與各有特色。然而，整體功能的設計思維與目的，多年來依舊沒有任何改變，遑論與時俱進，如：1.目的僅在管控，已影響了親子關係，2.管控內容僅能依賴家長主觀看法做調整，無客觀參考資訊，3.管控模式多為家長單向的傳達規則給孩童，缺乏雙向互動與溝通。這些產品狀況與問題，都是在歷經了產品失敗後，獲得的寶貴經驗。 本商業計畫書將運用這兩年多在EiMBA所習得的知識，實驗與實踐各課程傳授的知識與方法，去調整過往產品的失敗經驗，運用並檢視新產品設計方向與競爭策略：1.透過質性訪談與量化統計，並利用設計思考去理解消費者與使用者的不同「需要」、甚至挖掘他們的「想要」，修正與定義產品功能與方向；2.運用策略管理分析公司的核心能力與核心產品的競爭利基點；3.藉由創業專題的訓練，持續地調整商業模式與價值主張，4.此外，加上行銷、財務、組織發展、資訊應用...等課程，希望重新鍛造的「新型態兒少管控服務」，未來再次進入市場，期望不只能夠滿足使用者的需求，商業模式也能獲得市場的肯定。

With the advancement of technology and the booming development of digital content, smart devices and the Internet have become an important part of our daily life. Aside from providing people with unlimited exploratory opportunities, they have also brought about a succession of negative problems, which have particularly severe impacts on children who have not reached physical and mental maturity. Examples of problems include prolonged immersion in smart devices, digital content, the proliferation of content restricted to persons over the age of 18, and so on. As a result, more and more parental control services have sprung up in the market. Over the years, the market for parental control services has been growing annually. Such services are indeed a rigid demand for parents and have been found to be effective. Products offered by different suppliers have achieved remarkable progress in their own blocking and filtering technology. However, the design thinking and purpose of the overall function do not differ much from those in the past, without keeping up with the times. For instance, 1. the purpose is only to have control, 2. the controlled content can only be adjusted depending on parents’ subjective views, with no objective reference information available; 3. the control mode is mostly unidirectional, whereby parents convey rules to children, thus lacking two-way interaction and communication. The conditions and problems of these products are valuable lessons learned from my product failure experiences In this business plan, I will apply the knowledge acquired from over two years’ study in EiMBA to review the company's competitive strategies and adjust product failure experiences. Further, I will experiment with and use the methods and perspectives taught in each course. 1. Through qualitative interviews and quantitative statistics, as well as design thinking, I seek to understand the different "needs" between consumers and users, and even discover their "wants", thereby revising and defining product functions and directions; 2. Use strategic management to analyze the company's core competencies and competitive niche of its core products; 3. Continuously adjust the business model and value proposition through training in entrepreneurship programs. With the help of the knowledge gained from marketing, finance, organization, and other courses, I hope that the reworked “New Parental Control Service” will not only generate brilliant sales results but also solve users' problems in a practical way after it re-enters the market.