| As the traditional voice telephone market enters the mature period, the growth rate is also decreasing. However, in 2006, the growth rate of the wireless data service market has hit 22%, Moreover, experts predict the growth rate will be continuing until 2010.As the mobile value added service is more and more important, the success of the value added service is directly related to the whole IT industry's success. Currently, China is experiencing the revolutionary mobile internet era.After the mobile value added service developed very rapidly for a few years, its user education of mobile has already reached the first mature step as well. Several initial businesses such as SMS, CRBT, IVR has already overcome the barrier and gap between different industries and entered the market growth stage. Even some business has already entered the mature phase.The specifications of mobile value added service has started from simple entertainment and information service, and then developed into industrial applications and high-upgraded entertainment. Broad band and cable technology improvement has been gradually achieved for new business exploration, and, the basis has been strongly built as the result of the improvement.According to iResearch's statistical result, the revenue of mobile value added service in 2004 has reached to 341 hundred million, and the amount will be estimated to get to 525 hundred million in 2005.Besides, one of forecasting result shows that the total market amount of China mobile value added service will be estimated to several hundred billion.Recently, with regard to the mobile value added applications in China market, China mobile and China Unicom are doing internet value added business like mobile e-mail, mobile advertisement and mobile blog. Moreover, they regard those services as kinds of future business trend. In other words, mobile internet will be predicted to bring interactive communications and highly individualized service to the consumers.The large usage of mobile data service is also a kind of mobile communication development future trend.According to BotongZhixin consulting company estimation, in 2008 3G users are will reach to over 80 hundreds in China, and 3G value added service will make about 400 billion revenue. Under the 3G technology's strong popularity, the value added service is expanded to much bigger market, and also becoming the most potential business area in the 3G market.Therefore, Chinese mobile can learn from Korean, Japanese value added business experience and establish its own mobile value added service growth strategy.1st Chapter, I will introduce the current studies on the definition, classification, characteristics, and value chain of mobile value added service.2nd Chapter, I will describe the current situation and trend of mobile value added service business market in the world, especially the analysis of SKT and DoCoMo cases for successful examples both in Korea and Japan.3rd Chapter, firstly, I will make the macro environmental and competitive analysis of China mobile, SWOT of China mobile, and the influential factor analysis. And through the successful cases of value added operations both in Korea and China, I will draw four main growth strategy for China mobile value added business.4th Chapter, from the strategic view, I will make some recommendations for China mobile value added service business development. The recommendations will include management model transformation, Market segmentation, business revolution, value chains for China mobile. Finally, I hope these recommendations will play a useful role for China mobile's practical business operation. |
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