臺大管理論叢 NTU Management Review VOL.29 NO.1

Exploring Dual Business Model Choice of Brand and OEM Businesses 60 Table 1 Description of the Four Product Lines Product Name Document Camera (Doccam) Video Conferencing Device (VC) PC-TV Tuner (Tuner) * Network Video Recorder (NVR) Product Function Captures objects, displays live image on LCD projector or TV. Camera and microphone for talking with far site VC devices. A PC add-on card, or external device that lets PC function as a smart TV. Captures images from IP cameras and stores them for security processing. Target Customer and Application Helps teachers improve interactive communication with students. Inexpensive room-based devices for small and medium business (SMB) market. Consumers in retail markets and PC makers in pre-installed market. Can watch TV on PCs. Acts as a system component for resellers or system integrators for small- and medium-sized projects. Year of Product Launched 1998 2010 1993 2007 First or Late Mover First mover Late mover First mover Late mover Years of Dual Business Model 2012-Present 2014-Present 2010-Present 2010-Present Brand vs. OEM Revenue & Type of Dual Business Model 83:17 Brand-reliant 62:38 Brand-dependent 22:78 OEM-reliant 42:58 OEM-dependent