以日韩经验来看宽带行动上网服务的成功因素与发展契机

Successful factors and development opportunity of broadband Internet service from the perspective of Japan and Korea

探讨日韩宽带行动上网的成功因素,发现服务内容个人化可增加消费者使用服务意愿,政府政策的大力支持有助于宽带行动上网的普及,优惠费率会吸引消费者转换3G码号及提升使用宽带行动服务的意愿。最后提出台湾3G和WiMAX业者建议。

This research explores the key factors of successful mobile Intemet implementation in Japanese and South Korean markets. The results show that personalized contents of broadband mobile services increases consumer＇ s willingness to use the services. In addition, strong government policies contribute to the deployment and dissemination of broadband mobile Internet, while preferential tariff attracts consumers to convert into 3G and raises willingness to use broadband mobile services. Finally, our results provide 3 G and WiMAX operators some suggestions regarding successful implementation of broadband mobile Internet.