行動通信位置相關服務產業構面分析

Abstract

電信業者為了強化競爭力以及爭取更大的利潤，紛紛推出各種行動通訊加值服務，而「位置相關服務」就是在這個趨勢以及FCC E-911法令推波助瀾之下，儼然成為行動通信產業的耀眼明星。本研究採用文獻蒐集與評論法，輔以相關領域專家訪談，目的是對各種行動通信位置相關服務，從產品、應用、技術與市場需求四個構面切入，作一整體性的描述與評估，對行動通信位置相關服務產業價值鏈中的各個環節進行剖析，藉此瞭解產業上下游的供需與競合關係，期望從中找出營運模式與潛藏的商機。本文比較各種不同的定位技術，並從需求面的市場資訊探討位置相關服務可能的發展。 從各個層面對行動通信位置相關服務進行探討之後，本研究認為單純地把位置相關訊息呈現出來並不能提供營收；龐大的商機與利潤必須來自創意開發實用的應用。也就是必須把握操作容易、位置精準、反應快速，以及強調個人化的訊息，這些是行動通訊位置相關服務的關鍵成功因素。

Mobile communications service providers are striving to expand their revenues by offering value-added data services. The US FCC has mandated all mobile operators to offer Emergency-911 service, which became the driving force to accelerate the location identification technology. This thesis analyzed the technology, applications, products, and market needs of location-based services. The purpose was to understand the roles of each player in the value chain so that the success factors and business models for the mobile location-based services can be recommended. The findings of this study suggested that delivering location related information alone does not add much value. There must be innovative development of location-based applications, which can provide mobile users convenience, flexibility, efficiency, and productivity increase. The success factors for mobile location-based services include user-friendly operations, precision in positioning, responsiveness, effectiveness, and personalized information.