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Future ICT trends─Experiencing Service-based Applications Ecosystems (2012-03-22 IEK產業情報網 )


Winning the future industrial competition: Satisfying the consumer experience for service-based applications
Amid the rise of technology applications like internet, smart mobile devices and cloud computing, many of the world’s industrial landscapes have begun to transform from traditional, streamlined industrial value chains to form comprehensive and intertwined “Service-based Applications Ecosystems.” The ecosystems are consisted of system platforms (e.g. operation systems, commercial platform), value-add applications (e.g. B2C apps, B2B applications), operation services (e.g. information flow, logistics, money flow), and cultural innovations (e.g. unique culture, branding by experience). From the context of consumers on user experience, how to increase consumers’ stickiness to the product and service will be critical to being successful in the Service-based Applications Ecosystems, according to research of the Industrial Technology Research Institute (ITRI). As Stephen Su, General Director of the Industrial Economics & Knowledge Center (IEK) of ITRI points out that, in order for companies to succeed in the Service-based Applications Ecosystems, they should extend from the lateral relationships between products to the business management of the entire ecosystems, where products and services should be delivered for user experience. Hence, key elements taken into the consideration of product and service development strategy should include consumers’ value propositions, life styles, consumption trends and recreation activities.

Excel in the mobile computing era: Creating consistent services for experience
As miniaturization, broadband web surfing and energy efficiency have become the common trends for modern electronic products in this mobile computing era, the leading firms also contribute to the limitless business opportunity for mobile terminals and applications service because of their endeavor to provide consumers with consistent user experience, said Stephen. That is epitomized by Smartphone, Tablet, Ultrabook, e-Book, Smart TV and Cloud Services applications. For example, as the technology of broadband application gradually matures, the Smartphone will provide mobile consumers with full-range broadband mobile applications services of any content like audio-video, social networking and entertainment anywhere, anytime, and on any device. Smartphone products will be delivered at a quantity of 880 million sets globally in 2015, estimated by IEK.
Tablets also upgrade their commercial operation efficiency and customer-satisfactory services with the corporations’ boosting mobile applications via cloud services. Particularly, they can provide corporations and individuals with mobile applications which not only can enhance productivity but also enrich user experience on multimedia, mobile communications, in-car applications, social learning, etc. A total of 100 million sets of Tablets are estimated to be shipped worldwide in 2015. As with Ultrabook, the consumers can use the device as an extension from how they use flip-open notebook PC. In the future the makers may be unveiling products that integrate Ultrabook and Tablet functions, such that the boundary between them would be obscured. It is anticipated that the total delivery will be spurred by the widespread of Cloud-based applications platform, with estimated 140 million Ultrabook’s shipped around the world in 2015.
e-Book will enjoy a consumer group that is all about reading digital contents, as it has the advantages of long-term reading, friendly interaction, dual–mode display of text and graphics and secured contents, plus the maturing business models which feature the popular digital consumption on broadband and e-media platform. With the advance of energy-saving display techniques like EWD and MEMS in the future, the shipment of e-Book is estimated at 43 million sets in 2015.
In Smart TV, with maturing techniques like home smart grid, home networking standards and advanced human-machine interface, the demands for entertainment, audio-video, web surfing and education will blossom to become an important platform of cross-device applications. Smart TV is estimated to be delivered at 150 million units worldwide in 2015.
Overall, with the perfecting infrastructure for services of the cloud-based applications, the five emerging operation modes, including audio-video entertainment, energy monitoring, health care and smart grid, will become the new centerpieces of Cloud Services. Shedding light on the concept of Pay-as-You-Go, Cloud Services will create more flexible services or low-cost consumption patterns, ubiquitously affecting people’s lives. The global Cloud Service productivity is estimated at US$64 billion in 2015.

New beginning: Constructing people-centric consumption modes
IEK of ITRI believes that, based on its long-term trends observation, the future ICT development can be anticipated centering on the living experience that is “people-centric.” It means that users are allowed to re-feel the warmth of inter-personal interaction through the supply of hardware and software products and services. However, the consumption modes of “people-centric” user experience will change the development of conventional ICT industrial value chain, which used to be the supply-demand relationship between telecom operators, system devices and consumption groups.
An industrial ecosystem of profit-sharing and work-dividing services will form and develop between content providers, application stores and software developers instead, whereby the consumer groups will be entitled to personal-experience services. This will usher in an unprecedented applications ecosystem.
Stephen firmly believes that in the future the industrial development in Taiwan should spur industrial upgrade and transformation via continuous innovation. However, it is not just to strengthen hard power with soft power. He calls for dropping the past development models with industrial value chain clusters, and further promoting a number of emerging “service-based applications ecosystems.” For instance, it is favorable for Taiwan to make good use of its advantages of ICT industry to develop Service-based Applications Ecosystems that bear Pan-Chinese characteristics by combining the functions of Cloud Services. Digital education for Chinese, smart mobile life, medical care and smart tourism are just more examples. Creating a number of “Me-first” and “Me-only” Service-based Applications Ecosystems will be one breakthrough approach to upgrade Taiwan’s industrial competitiveness.This article was released in COMPUTEX TAIPEI 2012 Pre-Show Press Conference March 22.All Rights Reserved.
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