後PC 時代之創新成長策略－以智慧型手機產業為例

Abstract

從全球ICT發展觀點，3G網絡的日趨成熟，個人電腦和行動終端的融合成為產業發展的大趨勢，不斷催生出基於行動互聯網的新產品、新應用和新服務。科技發展有其脈絡可循，我們可以從網際網路發展，觀察到它正驅動著PC 與手機在終端產品的世代交替。 2011 年全球智慧型手機銷售量首次超越個人電腦，創下歷史新里程碑。智慧型手機銷售量超過PC，預告PC主導的時代將結束，而iPhone和Android等智慧型手機的快速發展，是終結PC時代的催化劑。智慧型手機儼然成為當代數位產品的代表，將帶動全球經濟成長的主動能。同時，智慧型手機在結構上已徹底改變了我們所有人的生活習慣和工作行為。 因此，本研究從智慧型手機產業結構的變化，因科技創新與競爭的壓力，使服務市場交集愈深，分立的數位產品朝整合性發展，產業價值鏈的競合關係加劇。觀察企業演化的模式，以智慧型手機的三個具代表性個案，分別從破壞性創新的蘋果（Apple）創勢作為、以及善用Android形勢的三星電子（Samsung）和宏達電（HTC），研究其在高脈動速度下的決策，所採取的策略作為，建構致勝的能力鏈。 崛起中新興市場又以中國–2012年躍升為全球第一大智慧型手機單一市場，成為兵家必爭之地。從競爭格局與消費趨勢分析，了解產業動態及早策略佈局，企業將持續演化以求在智慧型手機快速成長的中國市場能脫穎而出。

From the perspective of worldwide ICT development, 3G networks are maturing rapidly and integrating with PCs and mobile Internet devices to form a mega trend. This mega trend of networking technologies, as we observe, drive a new generation of PCs and handsets, and other new products, new applications, and new services. The year of 2011 has set a new milestone in history when the global sales volume of smart phone exceeds that of PC for the first time. This signals the end of the PC-leading era. The emergence of iPhones and Android smart phones acts as a catalyst for this ending. Smart phones are seen as a representative digital product of our times, a major drive for global economic growth today. At the same time, smart phones have revolutionized the way we work and live. Thus, this research addresses the structural change of smart phone industry, the pressure of innovation and competition, the overlap of smart phone related service markets, convergence of individual digital products, and increasing competition of industrial value chains. We observe the patterns of enterprise innovation in terms of three well-known brands of smart phone: Apple, Samsung, and HTC. We also look into their rapid decision making and winning strategies. As China has become the globally largest single market for smart phones in 2012, it is a natural battleground for all smart phone makers. We provide the analysis of competition and consumer trends to help the enterprises to grasp the dynamics of the industry, so that they can make timely strategic positioning and better compete in the Chinese market.