Development Strategy Research According To The Liaoning Mobile Value-added Service

By the end of 2008 a new round of restructuring operators, China Unicom, China Telecom and China Mobile have received a full-service competitive eligibility. With the issuance of 3G licenses, China's growing telecommunications market competition, as well as more and more serious decline in voice services, China Mobile, as the nation's largest telecommunications operator in China ,with the attack from both Unicom and telecommunications, it suffers the homogeneous fierce business competition, the basis of continual loss of customers, the pace of development slowing down. How to develop the characteristics of competitive value-added services, thus creating new revenue streams has become a reality which China Mobile needs to face.At the same time as China's accession to WTO, under the circumstance that the entrants from foreign telecommunication market can not study the telecommunications basic services, they will even open the telecommunications value-added services as their main direction of the telecommunications market.This paper is aimed at China's mobile value-added business development issues, by learning from the advanced experience of foreign countries, using a variety of SWOT analysis methods, combing the favorable conditions and unfavorable factors of China Mobile, analyzing and summarizing the reasons that obstruct the development of China Mobile's value-added business. Liaoning Mobile branch, for example, in the strategy about the development of specific mobile business, presents eight key recommendations in the hope that China Mobile is available for all the telecom operators, equipment suppliers, business agents, business partners to do business reference in the process of expanding business.After the study, reaching the following conclusions: the development of China Mobile's 3G services has an advantage on user base, operating experience, brand structure, policy support, and other areas, but in fixed-line resources, 3G standards and maturity it still exits significant deficiencies. In the development of mobile business, China Mobile takes different competitive strategy; gives full play to the advantages of existing mobile networks; develops fixed-line, well fixed and mobile convergence; emphasizes on product innovation; integrates resources; builds the brand characteristics business; fosters a healthy industrial chain and gradually solves the bottleneck problem of mobile phone terminals; makes the layout of the future competition in the mobile Internet.