Research On Network Operator's Business Model Of Mobile Internet Services Based On Ecology Theory

In recent years, the mobile voice service market is nearly saturated. Waning ARPU pushes the network operators to search for other sources of income. A confluence of technological leaps in devices, networks, and applications is setting the stage for mobile Internet to change our lives. Traditionally, the network operator managed and owned the entire value chain. Differ with the situation of voice service, the mobile Internet value chain is open and complicated. The value chain structure can change periodically and alters the relative market power and profitability of the encompassing sectors. Such dynamical nature presents new business opportunities for network operators to capture more value from other sectors by implementing new business models or satisfying the changed customer needs via the process of value migration. The most important issue faced by network operators becomes business model evolution. For the sake of the change in the competing environment, the relationship among enterprises nowadays has changed from only competion to both competion and cooperation. Correspondly, the research on the business model should base on the situation of enterprise ecosystem.The existing researches have explained the concept and structure system of business model. Because of the distinctness of view, the research result lack an united cognition and the theories frame didn't yet set up. This paper attempts to explain the meaning of business model based on the enterprise ecology theory, establish the dimension of business model, and give suggestion to the network operators about the key business strategies in mobile network field.There are seven chapters in this paper. Chapter one is an introduction, chapter two is a summary of theory tools that this paper will use. The core of this paper is chapter three, four, five and six. An analysis frame of business model is proposed in chapter three and in chapter four we will analyze mobile Internet industry ecosystem. Chapter five discusses the enterprise boundary of network operator. Chapter six analyzes business strategic in detail. General summary is given in chapter seven, the last chapter.The first chapter is "Introduction". In this chapter, this paper will introduce the background of mobile Internet development, expatiate the research content and research meaning of this paper and generalize the research method and structure of this paper.The second chapter is "Review and Summary of Relative Theory". This chapter will summarize the enterprise ecology theory, value chain theory and network externality theory that are used in this paper.The third chapter is "Analysis Frame of Mobile Internet Business Model". Firstly, this chapter analyzes the component of business model, redefines the concept of business model using ecology theory; then it explain the economic nature of mobile Internet; at last, it compares the differences of Internet and Mobile Internet. This chapter builds a frame with three dimensionalities for business model and analyzes the character of mobile Internet business model.The forth chapter is "Research of Mobile Network Industry Ecosystem" , it is made up of three divisions. The first part is to discusses the types and relationship of the mobile Internet population; the second part is about the form of value chain; and the last part analyzes the market power of numbers in the industry value system and discusses the role of network operators.The fifth chapter is "The Enterprise Boundary of Network Operator". As the enterprise boundary defines the scope of value action, it is the crucial issue of business model for network operator. This chapter figures out the nature of enterprise boundary, discusses the influence factors and build up a three dimensiones model of boundary decision. Also, it figures out value miragration law and discuss the vertical integration strategy and virtual integration strategy, classifies the types of business model according to the enterprise boundary of network operator.The sixth chapter is "Research on Business Strategies of Mobile Internet Services of Network Operator". Take account of the complexity of business model, the analysis of business model integrates many business strategies. This chapter selects three important business strategies to discuss, including pricing strategy, interconnection strategy, cooperation strategy.The seventh chapter is "conclusions".