A Study On Business Model Of Mobile Commerce Based On Value Chain Under The Circumstances Of 3G

With the commercial application of the 3G technology, the market of mobile commerce gets rapid development. As of February, 2008, Chinese mobile phone users reached 565 million, of which there are 50.4 million WAP users. IDC forecasts that by 2011, global mobile commerce revenue will reach 800 billion U.S dollars, of which mobile entertainment revenue will be 4.8 billion U.S. dollars. Juniper Research forecasts that mobile music market in 2012 will reach 17.5 billion U.S. dollars. ABI Research forecasts that by 2013 the global mobile marketing market size will reach 24 billion U.S. dollars.Mobile commerce is the bridge which connects the mobile users and the economic value of information services, in which Information service creates deliveries and implements value either directly or indirectly through the mobile platform, the mobile users access information, products and services through mobile terminal, which based on mobile communication network. Mobile Commerce provides freedom, convenience, entertainment and efficiency for mobile users, as an important and attractive area of research; Mobile Commerce has attracted more and more attention from domestic scholars. According to the Coarse Theory, the survival of enterprises must create value for its customers and other stakeholders, therefore, we need study the mobile commerce based the view of value.First of all, the article reviews the literatures on mobile commerce and applications, puts forward the concept, features and application categories of mobile commerce under the environment of 3G, proposes the largest features of mobile commerce is value-added; analyses the links and differences between mobile commerce and e-commerce, proposes the mobile commerce is neither a simple extension of e-commerce, nor the subset of e-commerce, therefore, we need made a separate study on mobile commerce about the core logic of the value creation, delivery and implement from e-commerce; and analyses the impacts of 3G on m-commerce, proposes we need made a separate study on value chain and business models of m-commerce under the environment of 3G.Then, the article analyses the development process of mobile commerce value chain, puts forward that m-commerce value chain has gone through three stages of development: the m-commerce value chain under 1G, the m-commerce value chain under 2G, the m-commerce value chain under 3G. The article arguers that the mobile commerce network under 3G is made up of application services layer value chain, network layer value chain and terminals supporting layer value chain, there are both links and difference among the three value chains. Then, the paper proposes that at the initial development stage of m-commerce under 3G, the mobile network operators will led the value chain; as the development of m-commerce industry, the dominance of value network will be gradually transferred to the service provider; correspondingly, the leader of the value chain will evolve into the third-party and services provider; the article also made a detailed analysis about characteristics of the various stages of the m-commerce value chain.Then, the article reviews the papers about business models and its category theory, arguers that the nature of the m-commerce business models reflects the core logic of value creation, value maintenance and value implementation in a mobile enterprise. The m-commerce business models based on value chain can be measured by three dimensions: the first is the enterprise's position in the m-commerce value chain or value network; the second is the enterprise's competitive advantage in the m-commerce value chain or value network; the third is the enterprise's potential profit in the m-commerce value chain or vale network. Based on this, the paper summaries the m-commerce business models under the environment of 3G as four types: focusing-based m-commerce business models, integration-based m-commerce business models, coordination-based m-commerce business models and core-based m-commerce business models. Then, we made a detailed analysis about the four type m-commerce business models and taking the services providers as an example, analyzes the evolution law about the m-commerce business models.Finally, the article proves the relevant theory proposed by the paper using three examples:"Mobile Business Street","Early Evening News", and"G3", then, we made a logic analysis about the three examples according the relevant theory and put forward some suggestions for case enterprises.The article puts forward system theory and analysis methods for m-commerce value chain and business models under the environment of 3G, according the main line of value. Existing literatures about business model and its category theory using no systematic theoretical method result in no links among the nature of business model, constituent elements and classification systems. Therefore, the research about m-commerce business model, its constituent elements and category theory based on value chain theory is a useful complement to the study of business model. At the same time, the results of this study will also help the enterprises participating in m-commerce industry adopt relatively suitable m-commerce business models according their own strength and objective conditions.