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題名 雲遊戲浪潮: 某台灣電腦製造公司Built-in Microcloud System PC商業計劃
To catch up with cloud gaming trend: a business plan of PC with Built-in Micro-Cloud System for Taiwan PC manufacturer
作者 翁紹庭
Weng, Shao-Ting
貢獻者 吳文傑
Jack Wu
翁紹庭
Weng, Shao-Ting
關鍵詞 雲遊戲
Cloud gaming
PCs
Taiwanese PC
Manufacturers
日期 2022
上傳時間 2-Dec-2022 15:27:00 (UTC+8)
摘要 The streaming entertainment win market success in recent years, it accelerates technological solution for real-time streaming used in processing of a big amount of data to advance to satisfy consumers’ instant demands, and such a trend comes to the gaming sector. Cloud gaming is an emerging technology allowing people to stream high quality games without consuming computation capability, which need higher hardware specification if users are desired to have better gaming experiences, on their own devices, such as PCs, smartphones, and gaming consoles. According to NewZoo (2021), global cloud gaming market value was 633 million in 2020, and is expected to reach USD 6,532 million by 2024, and the six-year compound annual growth rate (CAGR) would be 76.8% during the period of 2020 to 2024. That is why giant tech companies, like Microsoft, Google, Amazon and Nvidia started their cloud gaming platforms. Although cloud gaming market seems to take off, it might weaken the Gaming PCs with high specification advantage because people tend to purchase entry level gaming PCs. In that case, the major sufferers would be gaming PC manufacturers.

Therefore, this proposal offers a solution, a built-in micro-cloud system PC, to optimize gamers cloud gaming experience and uses a Taiwanese PC manufacturer (Company A) as an example to see whether it is projected to be market successful by examining operational, marketing and financial plans.
參考文獻 Chinese:
1. 郭守堅（2015）。 一個硬體代工廠商如何轉型成雲端服務導向的企業: 雲端遊戲服務個案研究。國立台灣大學高階公共管理組。
2. Business Next（2019年3月29日）。 蘋果、Google遊戲訂閱服務將登場，電競硬體的末日到了嗎？。https://www.bnext.com.tw/article/52766/msi-gaming-cloud-gaming-trend-nvidia-rtx
3. Business Next（2022年10月4日)。Stadia上線不到3年就掰了，Google做錯哪3步？串流遊戲該如何討好玩家?。https://www.bnext.com.tw/article/71981/why-stadia-died on 2022.10.4.
4. ETtodayNet（2020年7月22日）。 華碩擴大結盟遊戲平台　許先越：ROG Phone 3備貨盡力滿足需求。https://finance.ettoday.net/news/1767108#ixzz7BQ5peAPr
5. Engagement Lab（2021）。 聚焦未來台灣雲端遊戲市場及玩家接受程度。https://engagement.z.com/page/product/show.aspx?num=329&kind=84&page=1&lang=TW
6. FINDIT（2021.04.27）。2021萬眾矚目 遊戲產業中的輕裝行者-雲端遊戲。https://findit.org.tw/researchPageV2.aspx?pageId=1703
7. GMO Research, InsightXplorer, EK2A Asia, TNL Research, and AD2ICTION（2021）。聚焦未來台灣雲端遊戲市場及玩家接受程度：台灣2021年九月最新狀況。
8. INSIDE（2020年7月6日)。 5G 雲端遊戲來臨前夕，來看看電信三雄各自背後有誰撐？。https://www.inside.com.tw/article/20273-taiwan-5g-cloud-game
9. INSIDE（2020年12月17日）。 雲端遊戲聖杯之戰 三大公有雲到齊! Google、Microsoft 與 Amazon 鹿死誰手?。 https://www.inside.com.tw/article/21756-cloud-gaming-service
10. MIC (2020年12月)。談雲端遊戲服務發展之影響。https://mic.iii.org.tw/aisp/ReportS?docid=CDOC20210106001
11. MoneyDJ（2020）。COMPANY A。https://www.moneydj.com/kmdj/wiki/wikiviewer.aspx?keyid=28985fc9-ff5c-402c-b39f-479a2cfcbb5a
12. Techbang (2021年7月6日)。雲端串流遊戲vs電競PC! 電腦零組件漲漲漲，GeForce Now能成為玩家選擇嗎？。 https://www.techbang.com/posts/87391-cloud-streaming-game-vs-esports-pc-computer-components-are-up

English
1. Ash, M. (2012). “Running Lean: Iterate from Plan A to a Plan That Works”. O’Reilly Media.
2. Bhojan, A. and Aw, J.-H. E. (2014). “Gamelets—Multiplayer mobile games with distributed micro-clouds”. 2014 Seventh International Conference on Mobile Computing and Ubiquitous Networking (ICMU), IEEE.
3. Bhojan, A., et al. (2020). "CloudyGame: Enabling cloud gaming on the edge with dynamic asset streaming and shared game instances." Multimedia Tools and Applications 79(43): 32503-32523.
4. Cai, W., et al. (2016). "A survey on cloud gaming: Future of computer games." IEEE Access 4: 7605-7620.
5. Cai, W., et al. (2016). "The future of cloud gaming [point of view]." Proceedings of the IEEE 104(4), 687-691.
6. Carroni, E. and Paolini, D. (2020). Business models for streaming platforms: Content acquisition, advertising and users. Information Economics and Policy, 52, 100877.
7. Chen, K., Chang, Y., Tseng, P., Huang, C., and Lei, C. (2011). ‘‘Measuring the latency of cloud gaming systems,’’ in Proc. ACM Int. Conf. Multimedia (MM), Scottsdale, AZ, USA, Nov. 2011, 1269–1272.
8. Company A (2021). “4Q 2021 Investor Conference”. Retrieved from https://www.asus.com/EVENT/Investor/Content/attachment_en/IR_2021_4Q_.pdf
9. Company A (2021). “2020 Annual Report”. Retrieved from https://reurl.cc/55kMy7
10. Company A (2022). “ROG Future Gamer Study (Confidential)”.
11. Company A (2022). ROG Gaming Portal website. https://gaming.Company A.com/GamingPortal/
12. Engadget (2021, August 26). “Netflix starts testing Stranger Things games in its Android app”. Retrieved from https://www.engadget.com/netflix-mobile-games-app-subscription-test-android-poland-stranger-things-155325550.html
13. Fortune Business Insight (2021, September 22). "Virtual Reality (VR) in Gaming Market Size, Share & COVID-19 Impact Analysis, By Component (Hardware, Software, and Content), By Device (Mobile, Console/PC, and Standalone), and Regional Forecast, 2021-2028". Retrieved from https://www.fortunebusinessinsights.com/industry-reports/virtual-reality-gaming-market-100271
14. GWI (2020). “Live streaming: 2020 trends”. Retrieved from https://reurl.cc/bkZLgd
15. GFK (2021). Sales Database from Company A (Confidential).
16. GamesBeat (2021, June 01). “5G to accelerate cloud gaming expansion”. Retrieved from https://venturebeat.com/2021/06/01/5g-to-accelerate-cloud-gaming-expansion/
17. Huang, C.-Y., et al. (2013). “GamingAnywhere: an open-source cloud gaming testbed.” Proceedings of the 21st ACM international conference on Multimedia.
18. Intel (2020, November 24). "Boosteroid supports millions of online gamers". Intel. Retrieved from https://www.intel.com/content/www/us/en/customer-spotlight/stories/boosteroid-customer-story.html
19. IDC (2021, September 30). " The Surge in Gaming PC and Monitors Expected to Remain Strong Through 2025, According to IDC". Retrieved from https://www.idc.com/getdoc.jsp?containerId=prUS48277421
20. IDC (2022). Shipment Database from Company A (Confidential).
21. Jon Peddie Research (2019, April 25). JPR forecasts 20 million PC Gamers could defect to TV Gaming platforms. Retrieved from https://www.jonpeddie.com/press-releases/jpr-forecasts-25-million-pc-gamers-could-defect-to-tv-gaming-platforms/
22. NewZoo (2021). “2021 global Cloud Gaming Report”. Retrieved from https://reurl.cc/12rbo9
23. NewZoo (2021, August 26). “23.7 Million Paying Users Will Generate $1.6 Billion for the Cloud Gaming Market This Year”. Retrieved from https://newzoo.com/insights/articles/23-7-million-paying-users-will-generate-1-6-billion-for-the-cloud-gaming-market-this-year/
24. Niko Partners (2021, September). “Cloud Gaming in Asia”. Retrieved from https://nikopartners.com/cloud-gaming-in-asia/
25. Polygon (2020, October15). “Cloud gaming’s history of false starts and promising reboots “. Retrieved from https://www.polygon.com/features/2020/10/15/21499273/cloud-gaming-history-onlive-stadia-google
26. Shea, R., et al. (2013). "Cloud gaming: architecture and performance." IEEE network 27(4), 16-21.
27. SafeBettingSite (2021, April 27). “Global Gaming PC Shipments To Jump By 25% And Hit 62 Million In 2024”. Retrieved from https://reurl.cc/e60eKM
28. VentureBeat (2021, June 23). "Cloud gaming monetization keeps evolving. Retrieved from https://venturebeat.com/2021/06/23/the-evolution-of-cloud-gaming-monetization-models/
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
107933016
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107933016
資料類型 thesis
dc.contributor.advisor 吳文傑zh_TW
dc.contributor.advisor Jack Wuen_US
dc.contributor.author (Authors) 翁紹庭zh_TW
dc.contributor.author (Authors) Weng, Shao-Tingen_US
dc.creator (作者) 翁紹庭zh_TW
dc.creator (作者) Weng, Shao-Tingen_US
dc.date (日期) 2022en_US
dc.date.accessioned 2-Dec-2022 15:27:00 (UTC+8)-
dc.date.available 2-Dec-2022 15:27:00 (UTC+8)-
dc.date.issued (上傳時間) 2-Dec-2022 15:27:00 (UTC+8)-
dc.identifier (Other Identifiers) G0107933016en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/142683-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 107933016zh_TW
dc.description.abstract (摘要) The streaming entertainment win market success in recent years, it accelerates technological solution for real-time streaming used in processing of a big amount of data to advance to satisfy consumers’ instant demands, and such a trend comes to the gaming sector. Cloud gaming is an emerging technology allowing people to stream high quality games without consuming computation capability, which need higher hardware specification if users are desired to have better gaming experiences, on their own devices, such as PCs, smartphones, and gaming consoles. According to NewZoo (2021), global cloud gaming market value was 633 million in 2020, and is expected to reach USD 6,532 million by 2024, and the six-year compound annual growth rate (CAGR) would be 76.8% during the period of 2020 to 2024. That is why giant tech companies, like Microsoft, Google, Amazon and Nvidia started their cloud gaming platforms. Although cloud gaming market seems to take off, it might weaken the Gaming PCs with high specification advantage because people tend to purchase entry level gaming PCs. In that case, the major sufferers would be gaming PC manufacturers.

Therefore, this proposal offers a solution, a built-in micro-cloud system PC, to optimize gamers cloud gaming experience and uses a Taiwanese PC manufacturer (Company A) as an example to see whether it is projected to be market successful by examining operational, marketing and financial plans.		en_US
dc.description.tableofcontents 1. EXECUTIVE SUMMARY 1
2. INTRODUCTION OF COMPANY A 3
2.1 OVERVIEW 3
2.2 GAMING DIVISION 4
3. OVERVIEW OF CLOUD GAMING 10
3.1 DEVELOPMENT AND THE MARKET 11
3.2 ECOSYSTEM AND KEY PLAYERS 13
3.3 FUTURE OF CLOUD GAMING 15
4. COMPANY ANALYSIS 17
4.1 COMPANY A’S CHALLENGE FROM CLOUD GAMING TREND 17
4.2 SWOT ANALYSIS 18
4.2.1 Strength 18
4.2.2 Weakness 18
4.2.3 Opportunity 19
4.2.4 Threat 20
4.3 COMPANY A’S PREPARATION FOR CLOUD GAMING 21
5. BUSINESS STRATEGY 23
5.1 LEAN BUSINESS CANVAS ANALYSIS 23
5.1.1 Target Customer Segment 23
5.1.2 Problem 23
5.1.3 A Solution for Company A: A Built-in Micro-Cloud System of ROG Gaming PC 25
5.1.4 Unique Value Proposition 25
5.1.5 Unfair Advantage 26
5.1.6 Channel 28
5.1.7 Key Metrics 29
5.1.8 Cost Structure 29
5.1.9 Revenue Resource 30
5.1.10 Other Elements from Business Canvas 32
5.2 MARKETING 36
5.2.1 Product 36
5.2.2 Price 37
5.2.3 Place 37
5.2.4 Promotion 38
6. FINANCIAL ANALYSIS 40
7. FUTURE CONSIDERATION 43
REFERENCE 44
APPENDIX 48		zh_TW
dc.format.extent 2355614 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107933016en_US
dc.subject (關鍵詞) 雲遊戲zh_TW
dc.subject (關鍵詞) Cloud gamingen_US
dc.subject (關鍵詞) PCsen_US
dc.subject (關鍵詞) Taiwanese PCen_US
dc.subject (關鍵詞) Manufacturersen_US
dc.title (題名) 雲遊戲浪潮: 某台灣電腦製造公司Built-in Microcloud System PC商業計劃zh_TW
dc.title (題名) To catch up with cloud gaming trend: a business plan of PC with Built-in Micro-Cloud System for Taiwan PC manufactureren_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Chinese:
1. 郭守堅（2015）。 一個硬體代工廠商如何轉型成雲端服務導向的企業: 雲端遊戲服務個案研究。國立台灣大學高階公共管理組。
2. Business Next（2019年3月29日）。 蘋果、Google遊戲訂閱服務將登場，電競硬體的末日到了嗎？。https://www.bnext.com.tw/article/52766/msi-gaming-cloud-gaming-trend-nvidia-rtx
3. Business Next（2022年10月4日)。Stadia上線不到3年就掰了，Google做錯哪3步？串流遊戲該如何討好玩家?。https://www.bnext.com.tw/article/71981/why-stadia-died on 2022.10.4.
4. ETtodayNet（2020年7月22日）。 華碩擴大結盟遊戲平台　許先越：ROG Phone 3備貨盡力滿足需求。https://finance.ettoday.net/news/1767108#ixzz7BQ5peAPr
5. Engagement Lab（2021）。 聚焦未來台灣雲端遊戲市場及玩家接受程度。https://engagement.z.com/page/product/show.aspx?num=329&kind=84&page=1&lang=TW
6. FINDIT（2021.04.27）。2021萬眾矚目 遊戲產業中的輕裝行者-雲端遊戲。https://findit.org.tw/researchPageV2.aspx?pageId=1703
7. GMO Research, InsightXplorer, EK2A Asia, TNL Research, and AD2ICTION（2021）。聚焦未來台灣雲端遊戲市場及玩家接受程度：台灣2021年九月最新狀況。
8. INSIDE（2020年7月6日)。 5G 雲端遊戲來臨前夕，來看看電信三雄各自背後有誰撐？。https://www.inside.com.tw/article/20273-taiwan-5g-cloud-game
9. INSIDE（2020年12月17日）。 雲端遊戲聖杯之戰 三大公有雲到齊! Google、Microsoft 與 Amazon 鹿死誰手?。 https://www.inside.com.tw/article/21756-cloud-gaming-service
10. MIC (2020年12月)。談雲端遊戲服務發展之影響。https://mic.iii.org.tw/aisp/ReportS?docid=CDOC20210106001
11. MoneyDJ（2020）。COMPANY A。https://www.moneydj.com/kmdj/wiki/wikiviewer.aspx?keyid=28985fc9-ff5c-402c-b39f-479a2cfcbb5a
12. Techbang (2021年7月6日)。雲端串流遊戲vs電競PC! 電腦零組件漲漲漲，GeForce Now能成為玩家選擇嗎？。 https://www.techbang.com/posts/87391-cloud-streaming-game-vs-esports-pc-computer-components-are-up

English
1. Ash, M. (2012). “Running Lean: Iterate from Plan A to a Plan That Works”. O’Reilly Media.
2. Bhojan, A. and Aw, J.-H. E. (2014). “Gamelets—Multiplayer mobile games with distributed micro-clouds”. 2014 Seventh International Conference on Mobile Computing and Ubiquitous Networking (ICMU), IEEE.
3. Bhojan, A., et al. (2020). "CloudyGame: Enabling cloud gaming on the edge with dynamic asset streaming and shared game instances." Multimedia Tools and Applications 79(43): 32503-32523.
4. Cai, W., et al. (2016). "A survey on cloud gaming: Future of computer games." IEEE Access 4: 7605-7620.
5. Cai, W., et al. (2016). "The future of cloud gaming [point of view]." Proceedings of the IEEE 104(4), 687-691.
6. Carroni, E. and Paolini, D. (2020). Business models for streaming platforms: Content acquisition, advertising and users. Information Economics and Policy, 52, 100877.
7. Chen, K., Chang, Y., Tseng, P., Huang, C., and Lei, C. (2011). ‘‘Measuring the latency of cloud gaming systems,’’ in Proc. ACM Int. Conf. Multimedia (MM), Scottsdale, AZ, USA, Nov. 2011, 1269–1272.
8. Company A (2021). “4Q 2021 Investor Conference”. Retrieved from https://www.asus.com/EVENT/Investor/Content/attachment_en/IR_2021_4Q_.pdf
9. Company A (2021). “2020 Annual Report”. Retrieved from https://reurl.cc/55kMy7
10. Company A (2022). “ROG Future Gamer Study (Confidential)”.
11. Company A (2022). ROG Gaming Portal website. https://gaming.Company A.com/GamingPortal/
12. Engadget (2021, August 26). “Netflix starts testing Stranger Things games in its Android app”. Retrieved from https://www.engadget.com/netflix-mobile-games-app-subscription-test-android-poland-stranger-things-155325550.html
13. Fortune Business Insight (2021, September 22). "Virtual Reality (VR) in Gaming Market Size, Share & COVID-19 Impact Analysis, By Component (Hardware, Software, and Content), By Device (Mobile, Console/PC, and Standalone), and Regional Forecast, 2021-2028". Retrieved from https://www.fortunebusinessinsights.com/industry-reports/virtual-reality-gaming-market-100271
14. GWI (2020). “Live streaming: 2020 trends”. Retrieved from https://reurl.cc/bkZLgd
15. GFK (2021). Sales Database from Company A (Confidential).
16. GamesBeat (2021, June 01). “5G to accelerate cloud gaming expansion”. Retrieved from https://venturebeat.com/2021/06/01/5g-to-accelerate-cloud-gaming-expansion/
17. Huang, C.-Y., et al. (2013). “GamingAnywhere: an open-source cloud gaming testbed.” Proceedings of the 21st ACM international conference on Multimedia.
18. Intel (2020, November 24). "Boosteroid supports millions of online gamers". Intel. Retrieved from https://www.intel.com/content/www/us/en/customer-spotlight/stories/boosteroid-customer-story.html
19. IDC (2021, September 30). " The Surge in Gaming PC and Monitors Expected to Remain Strong Through 2025, According to IDC". Retrieved from https://www.idc.com/getdoc.jsp?containerId=prUS48277421
20. IDC (2022). Shipment Database from Company A (Confidential).
21. Jon Peddie Research (2019, April 25). JPR forecasts 20 million PC Gamers could defect to TV Gaming platforms. Retrieved from https://www.jonpeddie.com/press-releases/jpr-forecasts-25-million-pc-gamers-could-defect-to-tv-gaming-platforms/
22. NewZoo (2021). “2021 global Cloud Gaming Report”. Retrieved from https://reurl.cc/12rbo9
23. NewZoo (2021, August 26). “23.7 Million Paying Users Will Generate $1.6 Billion for the Cloud Gaming Market This Year”. Retrieved from https://newzoo.com/insights/articles/23-7-million-paying-users-will-generate-1-6-billion-for-the-cloud-gaming-market-this-year/
24. Niko Partners (2021, September). “Cloud Gaming in Asia”. Retrieved from https://nikopartners.com/cloud-gaming-in-asia/
25. Polygon (2020, October15). “Cloud gaming’s history of false starts and promising reboots “. Retrieved from https://www.polygon.com/features/2020/10/15/21499273/cloud-gaming-history-onlive-stadia-google
26. Shea, R., et al. (2013). "Cloud gaming: architecture and performance." IEEE network 27(4), 16-21.
27. SafeBettingSite (2021, April 27). “Global Gaming PC Shipments To Jump By 25% And Hit 62 Million In 2024”. Retrieved from https://reurl.cc/e60eKM
28. VentureBeat (2021, June 23). "Cloud gaming monetization keeps evolving. Retrieved from https://venturebeat.com/2021/06/23/the-evolution-of-cloud-gaming-monetization-models/		zh_TW
dc.identifier.doi (DOI) 10.6814/NCCU202201702en_US