Research On LMCC Mobile Value-added Service Innovation

Mobile value-added service is the development of value-added telecommunication service that is carried on mobile communications network. It includes mobile information service, mobile message service, mobile added service and mobile intelligent network carrying service, in addition to mobile voice service and mobile data communication service. LMCC has launched mobile value-added service of SMS, MMS, WAP, KJAVA and IVR service.With the expansion of the scale of customers and market competition intensifies, basic voice service is already saturated. Mobile value-added service has become a new growth point in the service of mobile communication operators. Moreover, the falling in average revenue per customer due to fierce competition in the market, needs made up by mobile value-added service. Mobile value-added service also is a effective means to build competitive advantage, enhance customer loyalty and lower the rate from the net. So, mobile value-added service has become a subject of great importance to all mobile communication operators of world.After a few years of development, value-added service of LMCC has formed scale. But there are still many problems in innovation of mobile value-added service. How to overcome this obstacle, and develop mobile value-added service innovation smoothly, is a issue that LMCC has been researching and exploring.After study value chain of mobile voice service, point-to-point short message service. i-mode business model and the Monternet, and bases on use of value engineering theory and value chain theory, this article submits the mobile value-added service value chain model that LMCC is leader.This According to mobile value-added service value chain model, LMCC has launched some mobile value-added service innovation practice. Practice has proven that value chain is the basis of mobile value-added service innovation. Mobile value-added service innovation must focus on value-added service value chain.This article submits the suggest of LMCC mobile value-added service innovation: accomplish change from completely open value chain system to the value chain system that LMCC is leader, accomplish LMCC change from gatherer to leader, provide protection for mobile value-added service innovation.