武汉理工大学学报：社会科学版
武漢理工大學學報：社會科學版
무한리공대학학보：사회과학판
Journal of Wuhan University of Technology(Social Science Edition)
2011年
2期
190~196
,共null页
移动影音 移动电视 移动多媒体 日本 商务模式
移動影音 移動電視 移動多媒體 日本 商務模式
이동영음 이동전시 이동다매체 일본 상무모식
mobile video; mobile television; mobile multimedia; Japan; business model
在移动影音产业既有的成功商业模式之中,日本经验常被提及,其主要经营模式被归类为＂免费播放＂。一般认为,正是通过＂免费播放＂这种方式,才能从一开始就顺利实现让消费者对于移动电视由认识、接受到使用的历程。然而,日本移动电视之所以成功,并非完全归功于免费播放,还另有原因。
在移動影音產業既有的成功商業模式之中,日本經驗常被提及,其主要經營模式被歸類為＂免費播放＂。一般認為,正是通過＂免費播放＂這種方式,纔能從一開始就順利實現讓消費者對于移動電視由認識、接受到使用的歷程。然而,日本移動電視之所以成功,併非完全歸功于免費播放,還另有原因。
재이동영음산업기유적성공상업모식지중,일본경험상피제급,기주요경영모식피귀류위＂면비파방＂。일반인위,정시통과＂면비파방＂저충방식,재능종일개시취순리실현양소비자대우이동전시유인식、접수도사용적역정。연이,일본이동전시지소이성공,병비완전귀공우면비파방,환령유원인。
As far as successful business models in mobile video industries are concerned,Japan experiences are often mentioned.The major business model in Japan is ＂free-to-air（FTA）＂.It is said that without FTA model,it could not be easy for mobile phone consumers in Japan to have known,accepted,and used related mobile video services in the beginning.However,could the success of Japan mobile television industries completely attribute to FTR？ Are there other factors attributing to the success？ Could other business models get development space in the FTR predominant market？ In addition,what would be the business model of the new player ＂mmbi＂ in Japan？ Would mobile video pose a threat to mobile television？ This article will try to figure out the above questions.
