||The mobile communication market in Taiwan is blooming developing, and the number of mobilephone users is growing up. Nowadays, over 90% of having-a-mobilephone users in Taiwan, even this number are tending toward saturation at present. Therefore, the telecommunication providers expect mobile value-added service can increase the revenue by taking advantage of 3G high-speed transfer rate. But lacking of the “Killer App”, this service doesn’t attract people to use. The ARPU (average revenue per user) doesn’t improve much as we anticipated.|
The purposes of this study are to realize present situation of mobile value-added service’s development and to develop acceptable content that can be implemented. The study collected literatures and documents to analyze progress of mobile communication system’s development and present situation of mobile value-added service’s development, furthermore, make the development strategy of mobile value-added service according to the new product development procedure, then test user acceptance by TAM. The study proposes “User-generated Content” as the new mobile value-added service. This service has 6 characters: “highly personalized”, “timely”, “ease of use”, “rich information”, “highly integrated”, “cross platform”. The result of TAM questionnaire proves that “perceived usefulness” is positive influenced by “timely”, “mobility”, “personalization”, “perceived ease of use”, and “attitude toward using” is positive influenced by “perceived usefulness”, “perceived ease of use”, “relatives and friends’ influence”, “price”.