Business Model Changed Study for Taiwan Mobile Music Industry
Date Issued
2011
Date
2011
Author(s)
Liu, Yu-Lan
Abstract
Transmission technology continues to develop and upgrade due to the digital technology, internet technology invention. And music industry gradually switch from retailer channel to digital channel since 1999. It seems announce that music industry is facing another age coming because of the fast growing of digital music these years. Mobile music market value also keep fast growing in the global market, so Taiwan mobile music industry keen to upgrade service quality and revenue to catch the best benefit and most profit with the best business and operation model. Taiwan originally mobile music service provider or content aggregator business life cycle just only for 5 to 6 years under the fiercely competition. Unless these service providers or content providers can re-organize enterprise business activity to find out the niche market or find out new business model and provide new product service to attract new customers. Otherwise, they will be eliminated through competition.
This thesis investigates the business and operation model change from the beginning development of mobile music to current market status through the frame work of porter five force, valued chain, resource base model and dynamic competition etc. Base on the case study of the industry to inference what is the important impact and strategic value of business and operation model change in each stage, the three conclusions are made by the case study industry.
Integration is the thrust of competitive advantage, thesis result show that telecom operators integrate music record company to complementary its own capability as the sixth force. Targeting mobile music service as niche market and make use of core competence and resource to re-build valued chain to grow value add service revenue through the resource of marketing and channel.
In regard with mobile music content aggregators who stand between mobile operators and music record company, they are lack of sustainable competitive advantage to resist the environment change because of the speed of technology innovative to make shorter of product and design lifecycle. So mobile music content aggregators are facing challenge and need to re-position to find out new niche market.
The case study of business and operation model change of mobile music industry also let the later researcher can collect more case study to investigate that a technology opportunity how to impact the industry or business model.
Subjects
competitive strategy
five force analysis
dynamic competition
value chine
mobile music content aggregator
business model.
Type
thesis
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