3G A Study of Mobile Value-Added Service Content Constructing Strategies Base on Digital Mobile Platform an Empirical of 3G Mobile System 96 7
weiting meeting II
3G ARPU 6 III
ABSTRACT The mobile communication market in Taiwan is blooming developing, and the number of mobilephone users is growing up. Nowadays, over 90% of having-a-mobilephone users in Taiwan, even this number are tending toward saturation at present. Therefore, the telecommunication providers expect mobile value-added service can increase the revenue by taking advantage of 3G high-speed transfer rate. But lacking of the Killer App, this service doesn t attract people to use. The ARPU (average revenue per user) doesn t improve much as we anticipated. The purposes of this study are to realize present situation of mobile value-added service s development and to develop acceptable content that can be implemented. The study collected literatures and documents to analyze progress of mobile communication system s development and present situation of mobile value-added service s development, furthermore, make the development strategy of mobile value-added service according to the new product development procedure, then test user acceptance by TAM. The study proposes User-generated Content as the new mobile value-added service. This service has 6 characters: highly personalized, timely, ease of use, rich information, highly integrated, cross platform. The result of TAM questionnaire proves that perceived usefulness is positive influenced by timely, mobility, personalization, perceived ease of use, and attitude toward using is positive influenced by perceived usefulness, perceived ease of use, relatives and friends influence, price. Keyword: Third Generation Mobile Communication Mobile Value-added Service New Product Development TAM IV
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64 64 66..67..70 VI
2-1 CDMA2000...12 2-2..14 3-1..22 3-2..22 3-3..23 3-4 emome...25 3-5 catch..27 3-6 i-mode.28 3-7..29 3-8..30 3-9 Qma...31 3-10 NTT DoCoMo i-mode 34 3-11 EZweb.35 3-12 SoftBank.36 3-13 41 4-1..48 4-2..50 4-3 Cronbach s...52 4-4..52 4-5..53 4-6..53 4-7..54 4-8..54 4-9..55 VII
4-10 56 4-11 Pearson 57 4-12 60 4-13 60 4-14 61 4-15 61 4-16 62 4-17 62 4-18 63 4-19 64 VIII
1-1 1 1-2 3 1-3 4 1-4 5 2-1 6 2-2 7 2-3..15 2-4 -.16 2-5..17 2-6..18 2-7..19 3-1..21 3-2..39 3-3 UGC 45 4-1..47 IX
1996 1 1997 GSM1800 150 2001 2178.6 97.2% 2002 2439 108/3% 1 2003 2580 114.1% 2005 8 2196 96.56% 30000 25000 20000 15000 10000 5000 0 108.3 114.1 97.2 100.7 96.56 80.2 52.2 25800 24390 21786 21.56 17874 22760 21960 6.06 11541 1492 4754 1997 1998 1999 2000 2001 2002 2003 2004 2005 % 120 100 80 60 40 20 0 1-1 1 100% 1
ARPU, Average Revenue Per User ARPU ARPU 3G 3G 2 ARPU GPRS PHS ARPU 632.9 719.3 3G 2005 8 ARPU 868.6 ARPU 6400 1600 3 2005 8 751.9 33.64% 2 3G 144Kbpbs~2Mbps GPRS ( 40Kbps~384Kbps) PHS (64Kbps) 3 2
4% 2006 6 39 1870 467 4 12 2.73 4.4 95 1-2 4 NTT DOCOMO 3
8000 7000 7519 % 40 35 6000 5346 33.64 30 5000 4000 3498 23.49 25 20 3000 2000 1000 0 1555 13.56 285 6.37 1.31 2001 2002 2003 2004 2005 15 10 5 0 1-3 1. 2. 3. 4
3G WiMAX 4G TAM 1-4 5
2.1 6
(1st Generation, 1G 1980 (1) AMPS Advanced Mobile Phone Service (2) TACS Total Access Communication System (3) NMT Nordic Mobile Telephone (4) NTT 94 FDMA Frequency Division Multiple Access FM Frequency Modulation 800MHz AMPS 1989 2001 11 FM GSM WORLD 2004 ( ) ( ) 2.2 7
1990 ( ) GSM Global System for Mobile Communication GSM CEPT European Conference of Postal and Telecommunications Administrations Group Special Mobile CEPT Global System for Mobile Communication GSM 1988 ETSI European Telecommunication Standards Institute GSM GSM 8
GSM TDMA Time Division Multiple Access TDMA Time Domain Time Slot GSM 900MHz 1800MHz 1900MHz 9.6Kbps GSM Ericsson Nokia Motorola WAP Forum WAP Wireless Application Protocal GSM WAP Circuit Switch 64Kbps ( ) CDMAOne Code Division Multiple Access One CDMAOne CDMA CDMA TDMA CDMA CDMA 94 9
( )PDC Personal Digital Cellular PDC 1990 ARIB Association of Radio Inductries and Businesses PDC GSM TDMA 800MHz 1500MHz 11.2Kbps ( )GPRS General Packet Radio Servise GPRS ETSI GSM Packet Switch 128bits WAP 384Kbps 28.8Kbps GPRS 2G 3G 2.5G 10
ITU International Telecommunication Union IMT2000 International Mobile Telecommunication 2000 1. 2. 3. 4. 2Mbps 5. 384Kbps 6. 144Kbps IMT2000 CDMA2000 WCDMA TD-SCDMA ( )CDMA2000 CDMA2000 2G CDMA CDMA2000 CDMAOne CDMA2000 1x CDMA2000 1xEV-DO CDMA2000 3x 2G 3G 11
CDMA2000 3GPP2 Third Generation Partnership Project 2 CDMA2000 1x 64~144Kbps 3G 2G 3G CDMA2000 1xEV-DO Rev A Rev B Rev C CDMA2000 2Mbps CDMA2000 3x 200Mbps 2-1 CDMA2000 2G CDMAOne 14.4~64Kbps 2.5G 3G CDMA2000 1x CDMA2000 1x EV-DO CDMA2000 3x 64~144Kbps 144K~2Mbps 2M~200Mbps WCDMA Wideband CDMA WCDMA ARIB ETSI 3GPP Third Generation Partnership Project WCDMA IMT2000 3G 144K~2Mbps CDMA2000 WCDMA GSM GSM WCDMA/GSM 3G 12
TD-SCDMA TD-SCDMA Siemens 3GPP TD-SCDMA TDD TDMA FDMA CDMA IMT TD-SCDMA GSM TD-SCDMA 3G HSDPA High Speed Data Packet Access WCDMA 3GPP HSDPA 1.8Mbps 14.4Mbps IEK 2005 3G 4G 3.5G WCDMA 3G 3.5G 13
2-2 1G 2G 2.5G 3G 3.5G AMPS GSM PDC GPRS CDMA One CDMA 2000 WCDMA TD-SCDMA HSDPA TDMA FDMA CDMA TDD CDMA 9.6Kbps 9.6Kbps 11.2Kbps 384Kbps 64Kbps 144K~2Mbps 1.8~3.6Mbps 800 (MHz) 900z 1800 1900 800 1500 900 1800 1900 800~2600 3G 3G 3G Beyond 3G 4G IP Internet Protocol WWRF Wireless World Research Forum 94 1. 2Mbps~100Mbps 2. 3. IP QoS 4. / 14
(bps) 144K 28.8K 9.6K CDMA WCDMA HSDPA 2000 GPRS GSM AMPS 1989 1998 2003 2005 2006 1G 2G 2.5G 3G 3.5G 2-3 15
NPD New Product Development Cooper 1987 Gate - Stage Idea 1 1 2 2 4 3 3 4 5 5 2-4 - 16
Kotler 1994 SAM Sensuous Association Method (1) Divergence (2) Transformation (3) Convergence 94 2-5 17
TAM Technology Acceptance Model Davis 1989 TRA Theory of Action Behavioral Intention Attitude Toward Behavior Subjective Norm Beliefs and Evaluations Normative Beliefs and Motivation to comply Actual Behavior Fishbein & Ajzen 1980 2-6 Fishbein & Ajzen(1980) Attitude Toward Using (1) Perceived Usefulness (2) Perceived Ease of Use External Variables 18
2-7 Davis (1989) 19
GPRS wap GPRS 64Kbps WCDMA CDMA2000 384Kbps HSDPA CDMA2000 EVDO 3.6Mbps 5 5 2Mbps 20
VOD Video Conference Dispatch Rich Voice Rich Voice Video Video Capability Telephony Telephony Bandwidth Push-to-talk Customised Push-to-talk Customised Push-to-talk Customised Spectrum Infotainment Infotainment Infotainment MMS MMS MMS Data Data Data Data Text Messaging Text Messaging Text Messaging Text Messaging Speech Speech Speech Speech Evolution 2G 2.5G 3G B3G GSM GPRS UMTS HSDPA 3-1 UMTS Forum 100KB GPRS 30 3G 2 21
3-1 2G 3G 100KB 30 100KB 2 VOIP 500KB 2 500KB 10 0.8+a 0.2+a 0.2+a 2001 2004 3-2 (SMS) (MMS) 22
3-3 SMS MMS ( ) ( IC) 6 (PDA) (BLOG) GPS AGPS 6 23
2002 3G WCDMA CDMA2000 2003 3G 3G 144~384Kbps HSDPA 3.6Mbps GSM GPRS 64kbps ARPU ( ) 1996 1997 2005 50% 3G 2005 WCDMA 3G 2007 HSDPA emome 24
3-4 emome SMS MMS MP3 OK MV Java (Push mail) ( ) AGPS emome AGPS 25
3G WCDMA 144~384Kbps HSDPA 1.8Mbps 30~60 0.0006~0.005 / 7 0.0047~0.039 /KB 100KB 100KB 0.47~3.9 emome wap 299 850 ( ) 1997 GSM1800 2002 2004 800 3G 2005 6 3G WCDMA 2007 HSDPA catch 7 128bytes 26
3-5 catch SMS MMS TV MP3 MV MGS ( ) (JAVA ) V-girl ( ) ( ) ( ) EZ3G ( ) ( Moblog) 3G WCDMA 144~384Kbps HSDPA 1.8Mbps 30~60 0.0004~0.045 /KB 100KB 100KB 0.4~4.5 catch wap 399 900 27
( ) 1997 GSM900 GSM1800 2004 3G 2005 7 3G WCDMA 2007 HSDPA NTT DOCOMO i-mode i-mode 3-6 i-mode KTV KTV i-mail 28
3-7 SMS MMS E7play MV U-Mobile( ) ( ) YOYO FUN ( ) ( ) ( ) ( ( ) ( ) PLAY mymovie PLAYblog( ) 3G WCDMA 144~384Kbps HSDPA 3.6Mbps 30~60 0.0002 0.0025 / 0.0016~0.019 /KB 100KB 100KB 0.16~1.9 wap 755 ( ) 2000 2002 3G 2005 12 WCDMA WCDMA GSM 29
VIBO 3-8 SMS MMS (MIDI ) ( MV ) ( ) ( ) ( GPS ) 3G WCDMA 144~384Kbps HSDPA 30~60 0.005 0.02 0.04 /KB 100KB 100KB 0.5~4 catch wap 299 750 30
( ) 2001 11 2002 3G 2003 CDMA2000 3G CDMA2000 Qma 3-9 Qma SMS MMS ( ) ( ) ( ) ( ) Qma 3G CDMA2000 64~144Kbps EVDO 30~60 0.002 0.02 / 0.016~0.16 /KB 100KB 100KB 1.6~16 wap 1099 31
( ) 3G 2005 98% SMS 95% 6% 82% 73% 64% 47% 25% 24% SMS 3G 32
WCDMA i-mode ( )NTT DoCoMo NTT DoCoMo 1992 1999 i-mode email 2001 WCDMA 3G FOMA NTT DoCoMo i-mode FOMA email 33
3-10 NTT DoCoMo i-mode SMS MMS i-mail( ) Deco-mail(email ) i-motion( ) chara-den( ) Vlive( ) i-apply(java ) i-channel( ) Osaifu-keitai( ) PDF chaku-moji( ) i-area( ) Imadoco search( ) NTT DoCoMo 3G WCDMA 144~384Kbps HSDPA 3.6Mbps 100~200 27~54 8 0.015 ~0.2 / 0.117~1.56 /KB 0.004~0.054 / 0.032~0.42 /KB 100KB 100KB 3.2~42 wap 3900 1053 ( )KDDI KDDI 2000 CDMA2000 3G au 2003 CDMA2000 EVDO 8 1: 0.27 34
KDDI EZweb 3-11 EZweb SMS MMS LISMO!( ) EZ TV( ) Digital Radio( ) EZ Movie( ) Vlive( ) EZappli(JAVA ) Live camera( ) EZ Felica ( ) (doc pdf ) EZ Quick( ) EZ GREE ( ) DOUBLOG GPS KDDI 3G CDMA2000 64~144Kbps CDMA2000 EVDO 2.4Mbps 100~200 27~54 9 0.05~0.1 / 0.39~0.78 /KB 0.014~0.028 / 0.105~0.211 /KB 100KB 100KB 10.5~21.1 wap 4200 1134 9 1: 0.27 35
( )SoftBank SoftBank Mobile 1994 2006 Vodafone WCDMA 3G 3-12 SoftBank SMS MMS BT FLASH Yahoo!keidai( ) S!Cast( ) S!Felica( ) Yahoo!mocoa( ) Hot Status( ) S!Town( ) S!Loop( ) S!GPS NAVI Ichi Nave( ) SoftBank 3G WCDMA 144~384Kbps HSDPA 3.6Mbps 100~200 27~54 10 0.08 / 0.625 /KB 0.022 /0.169 /KB 100KB 100KB 2.2 wap 4200 1134 10 1: 0.27 36
( ) IC GPS AGPS 2005 97% 11 92% 88% 12 52% 2006 SMS SMS SMS 70 11 12 37
Cooper Kolter 1. 2. 3. 4. 5. 6. 38
3-2 ( ) 92 1. 2. 39
3. 4. 1. 2. (1) (2) CPU RAM RAM JAVA (3) GPS IC 1. ( ) 2 200*200 pixels ~ 40
2. 800~1000 mah 1.5 3G 4~6 3~5 3. 4. ( ) 41
3-13 online game ( ) 100MB 1000 42
1. 2. 3. UGC User-Generated Content UGC UGC 1. 2. 3. 4. 5. 6. 43
xml html Html 1. JAVA (Symbian WM ) 2. 3. 44
A B 3-3 UGC JAVA GPS xml html web 45
1. 2. (label) ( ) 3. 4. 5. GPS ( ) WIKI ( ) 46
4-1 47
4-1 H1 H2 H3 H4 48
H5 H6 H7 H8 H9 18 40 95 96 7 1 7 15 49
4-2 2. 4. 6. 9. 11. 14. 16. 18. 19. 50
271 7 264 SPSS 12 1. Cronbach 2. 3. Pearson 4. 5. t One-way ANOVA t 51
Cronbach s Cronbach s 4-3 Cronbach s Cronbach s 0.802 0.828 0.729 0.78 0.701 0.861 0.720 1. 53% 47% 4-4 52
2. 18~25 64.4% 26~30 25.4% 31~40 4-5 3. 62.9% 3.4% 4-6 53
4. 59.1% 11.4% 10% 4-7 5. 63% 4-8 54
6. 49 58% 50~100 31.1% 4-9 7. 3.8523 3 2.9811 55
4-10 Pearson 56
57
H1 r=0.632 p<0.01 H2 r=0.560 p<0.01 H3 r=0.559 p<0.01 H4 r=0.370 p<0.01 H5 r=0. p<0.01 H6 r=0.574 p<0.01 58
H7 r=0.519 p<0.01 H8 r=0.486 p<0.01 H9 r=0.482 p<0.01 1. =f(,,,, ) p < 0.05 59
4-12 2. =f(,, ) p < 0.05 4-13 60
t one-way ANOVA t 1. t p < 0.05 4-14 3.5571 3.4758 0.8755 0.8503 t = 0.764, p = 0.446 2. p < 0.05 4-15 3.4706 3.5821 3.6667 0.8783 0.8193 0.8771 f =0.841, p = 0.433 61
3. p < 0.05 4-16 3.6667 3.4398 3.6517 1 0.8975 0.7702 f =1.896, p = 0.152 4. t p < 0.05 4-17 3.4487 3.6204 0.8447 0.8830 t = -1.593, p = 0.112 62
5. t 4-18 3.701 3.413 0.7522 0.9068 t = 2.642, p = 0.009** 6. p < 0.05 4-19 49 50~100 101~200 201~400 401~600 3.4248 3.6463 3.7857 3.5 3.25 3.8 601 0.9226 0.7432 0.6993 0.8367 0.9574 1.0955 f =1.177, p = 0.321 63
SMS 64
UGC UGC 1. 2. 3. 4. 5. 6. 1. 2. 3. 3.5 3 98.1% 0~100 65
1. 2. WiMAX 66
( 92) ( 93) ( 93) ( 94) ( 94) 3G ( 95) ( 95) 2005 67
Cooper, R. G. & Kleinschmidt E. J. (1987). New Product: What Separates Winners from Loserss. Journal of Product Innovation Management, Vol.4, pp.169-18429. Davis, F. D. & Bagozzi, R. P. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science, Vol. 35, No. 8., pp.982-1003. Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, Vol. 13, No. 3, pp. 319-340. DeVellis, R. F. (1991). Scale development theory and applications. London: SAGE. Kotler, P. (1991). Marketing Management (8th ed.). New Jersey: Prentice-Hall. Fishbein, M. & Ajzen, I. (1980). Understanding attitudes & predicting social behavior. New Jersey: Pretice-Hall. Fishbein, M. & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. MA: Addison-Wesley. 68
3GPP http://www.3gpp.org/ 3GPP2 http://www.3gpp2.org/ ARIB http://www.arib.or.jp/english/ ETSI http://www.etsi.org/ GSM World http://www.gsmworld.com/ ITU http://www.itu.int/ TDSCDMA Forum http://www.tdscdma-forum.org/cn/abc.asp UMTS Forum http://www.umts-forum.org/ emome http://www.emome.net/cgi-bin/masp/jsp/emomeweb/index.jsp catch http://www.catch.net.tw/index.jsp http://www.apbw.com/ http://www.vibo.com.tw/ http://www.fetnet.net/ KDDI http://www.kddi.com/ NTT DoCoMo http://www.nttdocomo.co.jp/ SoftBank http://mb.softbank.jp/mb/ http://www.nri.co.jp/ 69
m921040008@student.nsysu.edu.tw 70
(ICP) email GPS 71
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1. 2. 3. 4. 5. 73