Abstract
The primary process of ICT (Information and Communication Technology) is “digitalization”. The interactive and decentralized behaviors of Internet also launch the revolution of mass media. This present study attempts to base on the practical contents of smartphone industry structure as a starting point, through the business between H-company and its partners in the value chain, and discover new aspects to create brand premium in a media perspective. In the meantime, it is expected to replace the strategy of low-cost product position to acquire market share through hardware devices, and turn to provide software services of media communications to enhance market share and profitability. During the transition, branding will be re-constructed and managed, and the new consistent processes of customer service will be established.