A Study on the Co-opetition Structure of Operating Systems for PDA Products: Palm OS versus Pocket PC

在後PC的資訊家電時代，從無線傳輸規格到軟體平台，都成為資訊大廠爭相競爭的標的。本文以個人數位助理（PDA）產品為研究對象，針對現存的兩大陣營間互不相容的作業系統，Palm OS與Pocket PC，的競爭，探討兩者未來的可能競合策略，以及成為主流設計的機會。由於PDA產品扮演著從PC時代過渡到IA時代、銜接新舊時代與異質產品的橋樑性角色，PDA作業系統之標準競爭，有可能成為影響未來IA系統平台勢力劃分的關鍵。 本研究採用Adam Brandenburger與Berry Nalebuff的價值網與競合理論架構，作為分析Microsoft與Palm兩家主要參與者的競合態勢，並從參與者、附加價值、改變遊戲規則、戰術運用、以及競合範疇等五個角度，檢視雙方改變目前賽局、以及未來策略佈局的可能模式。 本研究發現：由Palm OS、Sun Java與Symbian合作的IA聯盟，將成為能與Microsoft相抗衡的最大勢力，未來資訊產業的作業系統將分為兩大主線：由Microsoft主導PC設備市場，而Palm OS聯盟將主導手持式裝置市場，只要Palm陣營能更充分運用價值網，構築共利的戰略架構，應可保持其領導地位。進一步言之，在技術面、產業面、以及市場面已逐漸成熟的後PC時代，其整體思維運作邏輯已迥異於PC時代非贏即輸的零和遊戲，唯有掌握競合理論的真諦：在創利時要『異中求同』，亦即找出雙方能分享共同利益之處建立合作關係；在分利時要『同中求異』，亦即在同一產業架構或作業平台下，找出自身獨特定位以建立各自的市場地位，如此才能充分運用自身核心能力、槓桿外界資源，實踐雙贏原則與賽局參與者發展出休戚與共的夥伴關係，以塑造出兼具合作與競爭的產業環境，成為下一個主導市場的標準競爭架構。Due to the likelihood of “winner takes all”, standard competition has a profound implication to the results of business competition, which attracts a great research interest in both academic and business fileds. Cases of standard competition are many, from consumer electronics products (e.g., VHS/Beta) to PC operating systems (e.g., DOS/OS2), WLAN, to memory cards. This thesis research will take Personal Data Assistant (PDA) product as a case example and focus on the existing competition between two incompatible operating systems, Palm OS and Pocket PC. By analyzing their co-opetition structure, our goal is to suggest potential competitive strategies for both camps in their pursuit of dominant design. As PDA product represents a bridge of product transition between the PC and mobile, our research on the PDA OS standard competition may provide implications for our understanding of the future development of IA industry. Riding on the analystical framework of value net and suggestions for co-opetition, proposed by Adam Brandenburger and Berry Nalebuff, we first lay out several value nets for Palm OS and Pocket PC, upon which our subsequent analyses will be based. Our analyses and suggestions are made from five angles: players, added value, rules, tactics and scope, and attempt to postulate feasible co-opetition strategies for both camps. The present research found that the alliance composed of Palm OS, Symbian and Sun Java, will be the most competitive contender to the Microsoft camp, who has dominated in the operating system of PC-related products. We think the Palm OS capm could sustain its leadership as long as it could maintain a mutually beneficial value net among key players. Moreover, in the post-PC era, which is characterized by networking, the concept of co-opetition will substitute pure competition and becomes a way of thinking strategty. While co-opetition highlights the need of creating value through collaboration, maintaining a balanced structure of value appropriation is equally important. Strategic implications and practical suggestions are discussed.目錄 表次--------------------------------------------------------------------------------------VI 圖次-------------------------------------------------------------------------------------VII 第一章 緒論 第一節 研究動機--------------------------------------------------------------------- 1 第二節 研究目的--------------------------------------------------------------------- 3 第三節 研究方法與架構------------------------------------------------------------ 4 第四節 研究限制--------------------------------------------------------------------- 6 第二章 文獻參考 第一節 網路外部性理論------------------------------------------------------------ 7 第二節 標準競爭理論--------------------------------------------------------------10 第三節 系統平台之競爭架構-----------------------------------------------------14 第四節 競合理論--------------------------------------------------------------------18 第三章 PDA產業與作業系統 第一節 PDA產業分析-------------------------------------------------------------26 第二節 PDA作業系統標準競爭—Palm OS-----------------------------------42 第三節 PDA作業系統標準競爭—Pocket PC---------------------------------58 第四章 PDA產業之競合關係 第一節 PDA產業競合模型-------------------------------------------------------69 第二節 廠商競合模型分析—Palm OS------------------------------------------79 第三節 廠商競合模型分析—Pocket PC----------------------------------------90 第四節 小結-------------------------------------------------------------------------97 第五章 結論與建議 第一節 結論----------------------------------------------------------------------- 100 第二節 後續研究建議------------------------------------------------------------103 表次 表2-1 互補者與競爭者之定義………………………………………………......19 表3-1 IDC對掌上型裝置分類產品區隔定義…………...….…………………..24 表3-2 各行動通訊設備弁鄐