Evolution History Of Mobile Phone Media Management From 1978 To 2008

Mobile phone, as a typical representative of new media, is challenging newspapers, television and other traditional media in the aspect of format,content, and audience in the information era.First appeared in China in 1987, mobile phone, has now developed with a broad audience group of 565 million in 2008. During the growing process from a simple call tool to a new mass media in the period of 20 years, mobile phone media's business concepts and management methods is becoming gradually mature, further more, because of the complicacy of content and communication chain, it was gifted much more than what traditional media has.The first part of this paper reviewed the established literature from both academic and industrial prospective and emphasis the status of Mobile phone as"Fifth Media"with explanation of three major elements.The second part described the development of mobile phone from a historical prospective, thus highlights all major events during the 30 year since China's reform and opening up in 1978.The third part mainly focused on the legal prospective, reviewed the relevant policies, regulations, and management systems made by government department, and interprets the current situation of mobile phone media industry.The fourth part, as the core part of this paper, explained and analysis the different management concepts, actions and effects between different interest parties in terms of managing the operator SMS, mobile Internet, mobile phone newspapers, mobile TV, mobile phone games and other mobile media forms on the mobile phone industry chain。The last part is on some case studies in the development process of mobile phone media.