Cloud Service Innovation Model of Mobile Community Platform: A Case of Tencent

[[abstract]]行動裝置與網路技術的發展改變大眾的生活模式，並透過社群平台縮短企業提供服務的距離，帶來許多服務創新與商業機會，然而目前有關行動雲端、服務創新的研究仍以整合性研究為主，強調兩者結合的實際應用與效用，少有針對行動雲端的服務創新進行相關性研究。因此本研究進行探索式個案研究，探討如何藉由行動雲端進行服務創新以及其中具體運作模式，挑選中國騰訊作為研究個案，蒐集個案公司自1998年至2021年8月事件資料，透過以文獻歸納事件分析架構，包含行動雲端服務類型五構面(IaaS、PaaS、SaaS、DaaS、CaaS)與服務創新模式四構面 (環境面、技術面、市場面以及組織面)，資料蒐集來源包含個案次級資料與專家深度訪談，對事件資料進行文本分析與內容分析。最終提出行動雲端服務創新概念性模型，三個前置因子(平台基礎建設投入、智能技術導入、顧客價值主張)會影響最終創新服務成效；中介因子包含研發社群協作、行動社群參與、服務提供社群協作與多元服務整合；政策法規影響為干擾變項，影響多元服務整合與績效間關係。[[abstract]]The development of mobile devices and Internet technology has been a significant change in public life, social platforms has shortened the distance between enterprises and customers, also influence service innovations and business opportunities. However, the current research on mobile cloud and service innovation still focus on integrated research, it emphasize the practical application and utility in between, and less research on service innovation of mobile cloud. Therefore, this research used an exploratory case study approach to explore how to use mobile cloud to carry out service innovation and the specific operation mode, and selects Tencent as the case. This research collected the data of the case company from 1998 to August 2021, and summarize the data analysis framework by literature, including a five-dimension cloud service model (IaaS, PaaS, SaaS, DaaS, CaaS) and a four-dimension service innovation model (environment, technology, market, organizational). The data source includes secondary data and in-depth interviews with experts, and use text analysis method and content analysis method for data analysis. Finally, this research propose a mobile cloud service innovation model, three predisposing factor (platform infrastructure investment, intelligent technology adaptation, customer value proposition) will affect the final innovation service performance; mediating factor include R&D community collaboration, mobile community participation, service providing community collaboration and multiple service integration; the influence of policies and regulations is an interference factor that affects the relation between multiple service integration and performance