Mobile Data Value-added Services Industry Environment And Competitive Strategy Research

The competition pattern in telecommunication market has changed a lot since the recombination of telecommunication industry in May 2008 and the issuance of 3G service license in Jan 2009. Meanwhile, with the development of information technology and 3G technology, many different industries began to form into one industry. More cooperation and competition began to arise in this integrated industry, which made the whole situation even more complex. Under this situation, China Mobile need think about many important issues such as how to maintain its leading role in the telecommunication field, how to build up an integrated industry chain and ensure its control position in it, and how to make the value-added data services into its core-competitiveness based on its own advantages. The essence of all of these issues is the development strategy of the value-added data services.In this paper, the industry environment of China Mobile's value-added data services, which includes macroenvironment, industry environment and industry chain, will be firstly analyzed. Then, based on further analysis of the advantages and disadvantages of China Mobile's competitors' together with many competitive strategy models and industry chain competition methodologies, the paper points out that China Mobile should adopt the differentiation strategy with orientation of customers for the value-added data services' development. Moreover, it is suggested that China Mobile should build up an integrated industry chain and keep the leader position in it through the pratical application of the industry chain competition strategy. Finally, the paper gives the best practices from overseas mobile operators for reference and also provides suggestions for the execution of the customer oriented, differentiated competitive strategy.