(74e) Analyzing Mobile Service Provider's Strategy in Providing Mobile Digital Content and Services in Next Generation Networks

By having the characteristics of convenience, personalization, flexibility, security, position, ubiquity and dissemination, handheld mobile devices connected to telecommunications networks are predicted to become a critical way to gain access to the to the increasing amounts of digital content and services. The 3G technology and next generation network (NGN) have broken through the limitation of bandwidth allowing a higher transmission rate and more complex digital content and services interactions. However, the revenue of current mobile data services in Taiwan is only 7.7% of ARPU, compared to 26.6% in Japan, indicating that Taiwan mobile digital content and services still not yet universal. The lack of attractive and innovative digital content and services is the mobile service providers' present predicament. This study uses Delphi method to construct the hierarchy model while mobile service provider providing digital content and services in NGN. Then, the analytical hierarchy process (AHP) is conducted to get the relative weighting of each factor. Base on the result of AHP, this research introduces fuzzy multiple criteria decision making (FMCDM) method to determine the most practical business strategy for mobile service provider while providing mobile digital content and services. Due to the penetration rates for mobile phones reach saturation and the competition of the conventional voice service fees, many mobile service providers have faced the gradual decrease in average revenue per user (ARPU) of the contracted accounts and the shrinkage of their profits. The key success factors and business strategy suggestions we proposed are able to assistant mobile service providers while constructing their strategy in providing digital content and services.