China Mobile's Mobile Payment Development Strategy

After the coming of 3G era, with the optimizing of mobile network, the enriching of terminal and the perfecting of finance pat environment, the market of china mobile-pay represents bright prospect and infinite business opportunities. As a result, finance agencies, the third-party payment service providers and telecom operators speeds up their overall arrangement to compete the market of mobile pay one after another. On the other hand, some factors, such as business model, technology standard, custom habits, safety, and so on, still hamper the development of mobile pay industry. Facing the tremendous business opportunities, fierce market competing and various problems amid the development of mobile pay, then, a question arises, that is, what developing strategies should China Mobile take.This paper, based on this question, takes the mobile pay business of China Mobile as research object, applies such methods as document analysis, comparative research and combining theory and practice, researches the developing strategy of mobile pay of China Mobile systematically and deeply. First of all, illustrates the concept and classification of mobile pay. Next, analyzes the outer and inner developing environments of mobile pay of China Mobile in order to confirm the opportunities threats, strengthens and weaknesses. Thirdly, analyzes the key factors of mobile pay of China Mobile including industry chain, business operational model, customs consume behaviors and features, in order to make a foundation for devising the strategies of mobile pay of China Mobile. Fourthly, comparative researches the foreign successful cases of mobile pay to provide experiments for China Mobile. Lastly, puts forward the strategies of mobile pay of China Mobile including technology standard, business route, business operational model and marketing.