Study On The Business Model Of Mobile Operator's 3G Value Added Service Based On The Long Tail Theory

As the telegraphy developed and the consumers' demands changed, the mobile value-added services have gradually become the hot point of the telecommunication industry. Especially when the 3G license will be obtained, the mobile operators need to choose the correct business model in order to perform well in the 3G value-added services market, and the new long tail theory can help mobile operators to find the suitable business model of 3G value-added services. Under the guide of long tail theory, mobile operators should pay more attention to the long tail market, which consist of eighty percent consumers in the 2/8 principle, and they need to supply all the products and help consumers to find the most suitable products in order to make a prosperous long tail market. Not only the long tail market can make mobile operators avoid the furious competition in the twenty percent hot product, but also it can make the mobile operators obtain plenty profits.So the thesis starts with the concept of business model, and obtains the analyzing model and evolution path of business model. Then, the thesis analyzes the business model of mobile operators' 3G value-added services and finds the successful experience and present problems of business model. On this base, the thesis specially analyzes the impact of long tail theory on the business model of mobile operators' 3G value-added service, and obtained the analyzing model of business model based on the long tail theory. And then the thesis innovatively analyzes the business model of mobile operators' 3G value-added services based on the long tail theory, and it includes the industrial value chain, profit mode, service mode, channel mode and organization mode. Finally, the thesis uses the case of I-Mode to prove the correctness and practicability of long tail theory.