A Study Of Monternet's Business Model Towards UNS Trend

Look back on the 7 years' development of Monternet, it has gained success meanwhile some problems occur. Those problems are easy to be ignored in the highly increasing period and lack of attention paid to .China is confronted the time of UNS, which is high time that Monternet should take into account about the Strategic transformation issue. "Ubiquitous" creates more opportunities for mobile data services. Programming and planning Monternet macroscopically and in the long run will benefit it and make it access to future success in the time of UNS. It needs systematic marketing strategy and a vigorous business model. The result and creation of this dissertation:1,Putting Monternet problems in summary: SP business model,operator business model,operators' control upon value chain,operators' capability building,future development(especially on UNS ). Multi-level analysis method is used here.2,Using SWOT method to analyze the development of Monternet under the trend of UNS.3,Discussing and making comparison with two modes of mobile data services: SMS mode and mobile Internet mode and come to a conclusion : the latter one has more superiorities under trend.4,Future direction would include "sticking to" SMS model or "shifting to" mobile Internet model. This dissertation proposes that mobile Internet is the future goal and should be the better optional choice. However in the implementing process "radical" and "gradual" way could be considered depending on business and technology situation.