過去2G 時代，行動通訊產業多是由電信營運商所一手掌握，並主導價值鏈中整體利潤的分配，而產業中包括手機製造商、內容提供商及第三方軟體開發商等皆只能遵循其所制定之規則。隨著行動網路服務日漸普及，以手機結合軟體商店的創新服務模式，成功的打破傳統電信營運商的封閉花園（Walled Garden）的體系，帶動了整個行動價值鏈的改變，使得電信營運商轉為與各服務商之間緊密的合作，透過彼此的力量，進而提高未來在行動通訊產業的整體競爭力。 本研究透過相關文獻的蒐集與歸納整理，首先針對目前全球通訊產業與智慧型手機產業進行分析，包含產業分析、產業價值鏈與產業生命週期分析等工具來探討產業現況與未來趨勢。其次，以目前最具有代表性的兩家智慧型手機軟體商店，封閉性的App Store 和開放性的Android Market 做為代表，並探討其商業模式與彼此之間的競爭策略，從個案分析的基礎中，以作業系統、軟體開發、平台架構與營運狀況等構面來進行探討，再針對兩者進行SWOT分析，最後將研究發現，整理說明如下: 1.封閉型與開放型的智慧型手機軟體商店平台的未來發展。 2.電信營運商主導優勢不再，尋求在價值鏈中的關鍵地位為首要之務。 3.軟體開發商將成為各方合作重點目標。 4.消費者意識抬頭，將成為引導行動內容與服務的重要驅動力量。 In the 2G cellular network era, telecommunication industry was primarily controlled by Telecom Operators, who also led the distribution of the overall profit sharing in the value chain. The other stakeholders in the industry, including mobile manufacturers, content providers and third party software developers, could only follow the rules and regulations set forth by the operators. With the growing popularity of the mobile Internet services, the innovative business model to integrate mobile phone and App store has broken the Walled Garden built by traditional Telecom Operators, changed the structure of the mobile value-chain. This prompts telecommunication operators to cooperate closely with all the service providers to raise the competitiveness in the future. This research firstly focuses on the analysis of the current global telecommunication industry and the smart phone industry. It includes industry analysis, industry value chain and industry life cycle to understand current status and future trend. Secondly, the research uses the best two representative smart phone app stores, the closed type App Store and the open type Android market, as case studies to study their business model and competitive strategies. The study covers a SWOT analysis based on their respective operating systems, software development, platform infrastructure and operational status. The findings are as described below: 1. The future perspectives for closed and open smart phone app store. 2. Telecommunication operators have lost the advantage to dominate the industry, and their top priority is to search for their key position in the value chain. 3. Software developers will become the key target for cooperation. 4. Consumer awareness will drive the mobile content and services.
