Homework 7 94-11-19

1. Reading Assignments
Chap. 1~3 of Textbook (A. Afuah and C. Tucci)
(電子化策略與經營模式 Allan Afuah，Christopher L. Tucci/著, 美商麥格羅‧希爾（McGraw-Hill, 2003/07/21,$570）

2. Summary writing of Chap. 4. Briefly outline the points of this chapter in your own words.
要如何簡單的帶給消費者強大訊息?，若某品牌有以下特性<創新>、<可靠>、<易用>、<便宜>、<服務好>，則消費者一定很快的找上並使用此品牌，以消費者而言，所最關心的除了價格以外相對的就是產品的便利性，包括操作、介面...等，消費者來自社會的各個階層固產品的便利性與實用性相對的就成為了品牌管理的一項重大要務。行銷界的4P理論應運而生：產品（Product）、 價格（Price）、促銷（Promotion）、及通路（Place）

3. Regarding wireless services, list 3 business models that you think can make money.

a. Data & Voice Networking: Equipment & Infrastructure (公共建設) Voice ... emerging applications.
b. The universe ruler. Telecom mobile & IP protocols rule the world. Mobile-aware and secure-aware applications.
c. Security and Payment MethodsPanel.

Handsets to perform personal digital assistant (PDA) functions and communications functions at the same time. Radio locating can be performed by briefly interrupting communications. Voice recognition and radio locating will be standard features on most handsets -- perhaps running continuously in the background. The limiting factor will not be processing power, but software. Savvy operators will set up special Web servers to "rent" new software (over the air) to handsets as it becomes available.
These days, computer companies are adding ".com" to their names, and many wireless vendors will do the same. Although the integration of mobile telephone service and Internet access largely is experimental right now, it eventually will become a requirement. It's not just about 2-way messaging and mobile access to e-mail, however. It costs less to transport voice over IP networks and, ironically, wireless networks are digitizing voice more rapidly than their wireline counterparts. To wit, there are millions of digital wireless phones in use -- cellular, PCS and residential cordless -- while the phone hanging on the kitchen wall is still analog.
Competition among carriers also will drive the migration to 3G. Carriers cannot all expect to succeed using the same business model. Nor can they expect -- in an era when the business world is changing in so-called "Internet time" -- to pick one business model and stick with it for five years. What carriers need is a technology platform powerful and flexible enough to support new business models on demand.