Development Strategy Analysis Of China Mobile Mobile Market

As the 3G era takes place with the popularity of smart phones, the trend of mobile Internet evolved by obvious changes and refinement, the subject of the value chain changes as telecommunication operators fade away and new entrants are emerging in the field. As one of the most important applications in Mobile Internet, since 2008 mobile application stores have been gone forward into the phase of rapid development with the explosive growth of subscribers. Telecom operators, terminal manufacturers, platform providers and even current internet vendors are constructing and operating mobile application stores, taken as the core strategy for entering Mobile Internet. In August,2009, China Mobile, considering the integration of industry chain, launched its own mobile application store as Mobile Market, the first mobile application developed and operated by the telecom operators in the world.In order to explore the strategy of Mobile Market development, it's necessary to analyze the market impact at the macro-environment level firstly and then the counterparts at the micro-environment level with the conclusion that the proper positioning and development strategy of Mobile Market. In regard to research approaches, we are to apply the theoretical framework PEST for analyzing macro situation for Mobile Market and then do Michael. Porter's competitive model for analyzing Mobile Market's competition with market barriers, supply and demand, threats of substitutes, and etc, and finalize the counterparts. Based on previous analysis of market situations, we use the method of SWOT to analyze comprehensively Mobile Market's strong points, weakness, opportunities, and threats to define the core competitiveness of enterprises and determine the development objectives and development strategies.In this paper, case studies are to explain that Mobile Market should clarify the strategic objective through the vertical integration of the value chain in the new competitive environment in order to re-build telecom operators'strategic position in the mobile application market. The wave of mobile application stores plays a great impact on current environment and interest distribution of Mobile Internet, leading to the combination of the value chain of contents industry as well as of terminal industry.