| 摘要: | 隨著2001年3G時代來臨，到現今的4G，智慧型手機成長率逐年成長，以2013年Q1來看，已經佔全球手機的52%。其中Apple公司從2007年第三季推出iPhone第一代，正式跨足手機產業。2008年第三季推出iPhone3G更是站上智慧型手機市占率第三名。而Goole則靠著Android作業系統從2011年第一季開始就站上智慧型手機作業系統市占率第一名並保持至今。
Apple公司一直以來都是以硬體起家，但iPhone第一代利用『User interface』，賦予消費者全新的使用者體驗，將智慧型手機重新定位。隨著iPhone3G更開啟Apple公司在手機產業軟硬整合的商業模式，並且陸續加入各種服務讓整個軟硬整合商業模式更加完善形成一獨立的封閉性系統。
有別於Apple自成一格的封閉性系統，反觀於市佔率第一名Android平台，則為開放性系統的代表。軟體起家的Google公司利用免費的Android作業平台進入手機市場，結合各家手機廠商的力量，成功的搶佔大多的市佔率，並同時利用行動廣告平台、消費者付費應用程式、GMS License作為獲利來源，形成另一種形式的軟硬整合商業模式，並創造出共榮共存的多贏情況。
智慧型手機展現其多元化的功能，App為一重要的環節與核心，並創造手機客製化，軟體多元化的成果，因此本論文也針對軟體服務的商業模式上，比較App Store與Google Play兩大陣營的差異性與營運狀況。此外在產品銷售之後，透過雲端可提供智慧型手機更多的加值服務，提升它的價值與再用性，並能持續地綁住使用者的習慣。在此軟服務(雲端)的結合下，本論文也特別地對兩家公司所推動的iCloud與Google Accounts雲端服務做了介紹與探討，如此可從雲端的角度去探討利用更多的加值服務，是否能增加產品的生命週期。
最後綜合以上智慧型手機產業商業模式從軟硬整合的思維探討下，總結下列之結論：
1.利用SWOT分析來探討封閉型與開放型智慧型手機平台競爭狀況，並分析其優劣。
2.利用本研究之思維說明各產業間軟硬整合的設計案例，產生更多的共鳴與啟發。; Coming along with 2001's 3G times to 4G, smartphones' growth rates were increased gradually year by year. According to 2013 Q1, smartphones had occupied with 52% of cell phone market in the whole world. Especially, Apple Inc. joined cell phone industry formally in the third quarter of 2007 when the first generation iPhone was released. The iPhone 3GS, which was available in the third quarter of 2008, let Apple Inc. got number three on market share of smartphones further. Furthermore, Google relied on Android operating system have finished in first place from the quarter of 2011.
Apple Inc. was used to computer hardware design, but the first generation iPhone gave consumers a new experience of “User interface” and what smartphone is. Apple Inc. opened a business model of integration of hardware and software in cell phone industry after iPhone 3GS release. Further Apple Inc. increased all kinds of services to let the model perfectly and to become a representative of independent closed system.
To differentiate from Apple Inc.'s independent closed system, instead of android platform is a common representative of opened system. Google Inc., which started out as a software designer, use free Android platform to enter cell phone chain and combine with cell phone manufacturers. Then, they get most of market share soon. Furthermore, they used mobile advertisement platform, consumer payware application, and GMS License to obtain benefits. Google Inc. not only became another business model form of integration of hardware and software but also created mulity-wins situation closely.
When smartphones reveal diversiform functions, App is one of important links. It created many achievements for customization of cell phones and diversification of software. For this reason, the paper also aim at the business model of software services to compare App Store with Google Play. Beside, after selling products, cloud computing can provide more value-added services for smartphones not only to promote its extensibility and reusability, but also to keep user's custom continually. Following the combination of soft services, the paper specifically made a presentation and discussion to the Google Accounts and the Apple iCloud. Via a perspective of cloud, we can investigate whether products' life circle can be promoted to use more value-added services.
Finally, to sum up the above-mentioned, which are via a thinking of integration of hardware and software to talk about business model of smartphone industry, the paper has the following conclusions:
1.Use SWOT analysis to investigate competitions and to analyze its good or bad between closed system and opened system.
2.Finally, we hope that the thinking of this research could help to illustrate the cases of integration of hardware and software in inter-industries and to generate more sympathy and inspiration about it. |
