智慧電視經營模式之研究-以Apple、Google及Samsung為例

Abstract

在通訊、網路、電視三大產業的數位匯流驅動之下，隨著網際網路應用、通訊技術與終端設備的進化，將電視服務推向Smart新境界。國際大廠Apple、Google及Samsung同時於2010年推出新型態的電視-智慧電視(Smart TV)，使得電視邁入新的市場格局。智慧電視為搭載作業系統兼具連線功能的電視，可連結至網路平台，提供使用者應用程式商店及多樣化的網路服務。本研究透過資源基礎、獲利模式及現有商品困境三點，作為經營模式分析的基礎，探討三間個案公司Apple、Google及Samsung智慧電視的經營模式。 研究結果發現，各企業根據所處的產業環境、內部資源對智慧電視做出各自的定義。三間個案公司Apple、Google及Samsung所發展的智慧電視差異性大，提供的網路服務平台也不盡相同，進而發展各自的獲利模式。雖然如此，本研究亦發現發展智慧電視的最大共通點是，擁有世界知名的品牌及穩固的財務基礎。

With the evolution of Internet applications, communication technology and terminal equipments, the whole television industry is involved in ongoing convergence process and new opportunities are opening up to organizations. For this reason, industry leaders, such as Apple, Google and Samsung, announced a new type of television - Smart TV in 2010. Smart TV is the television integrated operating system and internet capabilities, offering the service for users to access Smart TV applications. Our research focuses on internal/external resource, revenue model and the problems they face with existing goods for cases of three companies, Apple, Google and Samsung. Study found that companies have their own way, eager to start research and development in the smart TV, but so far, no clear definition of Smart TV. Case companies released distinct Smart TV devices and have different earning power from each other. However, the most common points of them are world-renowned brand and a solid financial foundation.