Linktone Company's Competitive Strategy Research In Wireless Value-added Service

With economy developing rapidly, people live rapid quickly, new things appears, mobile has been an indispensable part of our life. According the statistic of Information Industrial of Ministry, there are about 500 million mobile users in China. It is very attractive to the varies industries. The Wireless value-added services have show immense commercial value thanks to huge mobile user market. It has the characteristic of when and where to entertainment. Every service provider and content provider and mobile producer pay attention to this market and increase investment, and with the development of telecom technology, the Wireless value-added services shall be a remarkable part.Linktone company is one of outstanding service provider, exerting in provide entertainment information and contents. At the beginning, the thesis introduced Wireless value-added services and value clues, and then analyze the situation of the service providers. With analyzing the company's situations & problems it met and the competitions and common problems SP (service providers) facing and special problems of company, the thesis designed a competitive strategy for it.The Wireless value-added services market has the characristic of changing monopoly and viciousness. Mobile business has the monopoly situation and other industry changing role increase the industry uncertainty. This thesis analyze Linktone company business unit based on their resources and with the market environment characristics to make a long and practicable competitive strategy. This article use Porter's five competitive strengths model, based competitive strategy model, SWOT model, POSTON matrix and marketing 4P theory. Through analyzed strategy services, the conclusion of Linktone company's strategy is diversity—focus strategy, and show security tactics.