探討次世代智慧型電視發展要素

Abstract

企業的營運成長動能來自於不斷創新的產品或服務，例如：資訊業的Google，從一開始提供單純的搜尋引擎，進而整合影音搜尋，網路硬碟，地圖搜尋…等創新服務。提供遊戲機的任天堂、SONY或微軟，除了銷售遊戲機外，更是不斷推出新遊戲，吸引消費者採購。 電視的發展從過去只能單向提供影音資訊，到現在可以透過網路與其他裝置相連結或傳遞影像聲音與其他人互相連結。每一個世代的產品發展都是經過縝密的思考，過濾篩選出需要添加的特色或取消的功能後，新一代的產品功能才有機會吸引消費者的目光，成本也才具有競爭力。 蘋果電腦的前總裁賈伯斯(Steve Jobs)曾引用達文西的名言「簡約是細膩的極致」(Less but better)，要讓一件事情變得簡單，要真正了解隱藏其下的挑戰、創造出優雅的解決方案，絕對得下很大的苦功。添加任何元素到產品中，必須要真正知道他對消費者所帶來的價值，而決定那些元素是不要的，遠比決定哪些是要的，更困難得多。 產品是否能為公司帶來利潤，大半的因素從一開始就決定了，也因此新產品開發程序也直接影響到成功與否。因此，必須透過客觀，可量化的決策方法，降低個人主觀判斷可能產生的誤判。本研究藉由文獻探討、焦點小組討論與層級分析法探討專家對於次世代智慧型電視發展要素的看法，摒除個人經驗作主觀判斷，從客觀條件去綜合分析各項構面的優劣，以找出各項要素的權重，作為廠商在定義新產品規格時的參考，針對市場需求，開發出合適的產品

Constantly innovating the products or services has been proved to be the essential factor that helps boost the business operation of an enterprise. Take Google, the giant in the information industry, as an example. It started as nothing but a search engine but later, it integrated YouTube, Web Disk and Maps together on its website, making it indispensable for millions of users worldwide. For another example, console game providers like Nintendo, SONY, and Microsoft sell not only gaming consoles but also software solutions that keep bringing the new through the old, and therefore make random buyers regular customers. Similarly, television has migrated from a video player to a device through which people can connect with other people or devices. From the above examples, it is clear that products of one generation develop under meticulous calculation, and accordingly get to separate the wheat from the chaff, thus up-grated to become a new generation of its kind so as to attract more customers and become competing in the cost. Steve Jobs, the late CEO of Apple Inc., once quoted from Leonardo Da Vinci, saying “Less but better.” What he implied here is that, as manufacturers, user-friendliness should be the top priority when it comes to product design and development. However, it is not an easy job to simply simplify a product without looking deep into the usefulness it brings to the customers. It is more challenging than it appears to decide which should be aborted and which should be implemented. Most of the successful factors that result in the product’s profit, or lack of, is determined at early stage. To avoid subjective judgment, an objective and quantifiable method for decision making is necessary. This study is conducted through focus group discussions and hierarchy analysis, to weigh experts’ opinions on and to determine the weight for each elements of next generation’s smart TV as a guidance for the smart TV makers who are defining the product specification of new products.