| The"11th Five-year Plan"of China has made it clear that developing the third generation mobile communications is an opportunity to enrich mobile business, to promote the further improvement of the industrial chain. Mobile application software store service(MASSS) is a combination of hardware, application software, network edge. It is not only a brand new business to the traditional telecom industry, but also the key initiative for the mobile phone manufacturers and Internet companies to seize the mobile Internet industry chain. It can effectively promote the 3G products chain.The telecom operators, as the main supplier of the MASSS must strategize the service development plan reasonably to promote the rapid increasing of this business and realize the transformation of themselves.Firstly, this paper analyzed the current market situation and features of the MASSS in China and other countries. The differences between Domestic and foreign mobile phone application store were also compared. Secondly, the Political environment, Economic environment, Sociocultural environment, Technological environment and market competition of the MASSS were analyzed. The advantages, weaknesses, opportunities and challenge of the service were also discussed. Thirdly, the history and current situation of the MASSS of China Telecom Co. was reviewed. The internal environmental elements, such as enterprise resources, core competency, value chain have been considered sufficiently. The core competency and the orientation of China Telecom's MASSS were illustrated in this article. At last, the strategic orientation and phased strategic aims of the China Telecom were brought out based on multiple diagnosis of current situation. The overall strategy can be divided into content strategy, operating strategy, marketing strategy and competition strategy. In order to ensure the strategy being carried out smoothly, the author also gives some suggestions on organization restructure and the duties of all related departments . |
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