The Study And Innovation In The Business Model Of Mobile Value Added Services

In recent years, with the development of the telecommunication technology and the changes of the requirement of customers, mobile value added services have gradually become to the hot point of the telecommunication industries. Especially when the 3G licenses will be obtained, the telecommunication operators in China must prepare to choose a correct businesses model. A businesses model is so important that it could guide the operators in the right way and show their power in the new marketing of mobile value added services. The NTT DoCoMo Company, which is a Japanese company, has lots of successful experience in mobile value added services business model. The I-mode model has changed the history in the Internet development in Japan, furthermore, this business model even has changed the classic model of the PC decides the Internet which is created by USA. We need to learn the successful experiences and do some enervation base on it. When we learn to study and enervation we will win the competition in the future.The paper is started with the theory of business model and value chain and presumes an analysis model and process for business model. Then, according to the analysis of successful experiences of I-mode, the key factors are to be found. On this basis, the paper has special analysis the shortage and reason with the mobile value added services business model of our country. And then according to the situation of our country, the paper discusses with the development trends of business model for mobile value added services and provides solutions of innovation for business model.