行動寬頻已經成為現代生活中不可或缺的要素，4G的發展也讓電信業者紛紛投入大量的資源，不僅在4G網路的建設，更因應消費者多元的需求與使用情境，衍生新的服務模式與產品。電信業者除了需鞏固既有的門號用戶數，各項新的服務隨著4G技術的進步而接續出現。電信業者從傳統的基礎網路提供者，逐漸轉型成為資訊與通訊科技的提供者，也意指著競爭範疇從傳統的電信營運商擴展至完整解決方案的資訊與通訊科技的電信服務商。電信業者積極衝刺4G加值服務，期藉由4G加值服務可望營收快速成長，在競爭激烈的環境下，個案公司的4G加值服務是否滿足消費者，是否透過正確的方式傳遞給消費者，讓4G加值服務的營收得以倍數成長。
本研究以服務創新模型探討個案公司的4G加值服務內容，以4G加值服務作為技術選擇依序分析個案公司提供新的服務概念、新的客戶介面與新服務的交付系統。並剖析個案公司-中華電信在與4G加值服務有關聯性的行銷、銷售與組織發展是否有相互連結，真正達到衝刺4G加值服務營收的目標。個案公司針對4G加值服務之績效提升，著重新組織的發展、適時適當的教育訓練並且搭配行銷方案將加值服務推廣給消費者，得以讓4G加值服務成為重要的獲利來源。

Mobile Broadband has become one of indispensable elements in modern life now-adays. And as the developing of 4G goes by, the telecommunication companies had invested a large number of resources not only for the networking construction but also in response to the multiple consumer demands and usage scenarios that derived a new service model and products as well. Except maintaining the existing cellphone ac-counts, the telecommunication companies launched various new services successively with 4G technological progress. From traditional network infrastructure provider, the telecommunication companies gradually transformed their roles into an information and communication provider. This means, their competition areas has also transformed from a telecommunication operator to a telecom-service provider who provides total solution of information and communication technology. By the expecting the rapid growth of revenue, the telecommunication companies dash for 4G value-added services aggressively. Under the intense competing environment, whether the 4G value-added services of our case company satisfied consumer via proper way of delivery to enhance the revenue of 4G value-added services grows exponentially.
This study used Service Innovation Model to discuss the 4G value-added services content of case-company, and take 4G value-added services as the technologies alter-natives to analyze the new service concept, new customer interface and new service delivery system of case company. And, we also analyze the correlation of the case company, Chunghwa Telecom, 4G value-added services between marketing, sales and organization development that associated with in order to reveal the achievement of the goal of boosting the 4G value-added services revenue. Aim at the performance of 4G value-added services boosting, the case company altogether with their stressed the development of new organization, provided the proper training in the right time and promoted the value-added services to consumer with marketing program had caused the 4G value-added services become an important source of profit.

中華電信網站：www.cht.com.tw
中華電信emome網站：www.emome.net
國家通訊傳播委員會全球資訊網：http://www.ncc.gov.tw/
行政院科技會報網站：www.bost.ey.gov.tw/
財團法人電信技術中心網站：http://www.ttc.org.tw/
資策會網站：http://www.find.org.tw/
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