| The telecom operators will be confronted with new competitive situation along with popularization of mobile phone and development of telecom technology. The average revenue per user of voice service declined, more and more telecom operators started to pay attention to the data service. Mobile TV, as a new data service, has been more focused on.This thesis is composed of three parts, firstly, we study the mobile TV development status domestic and overseas, then find out the questions and obstacles; in the second part, we take a marketing research on potential customer's real demands for mobile TV, combined with questionnaire and symposia; finally we give some advice and tactics on mobile TV service including orientation and marketing development.In general, mobile TV service doesn't develop smoothly worldwide, it is just in the beginning phrase in Europe and US and not a popular data service. However it has developed in Japan, Korea earlier than other countries and has developed a lot users, there are some problems during the process; for instance technical standard disunity, high expenses, business model is of noncommittal, industry chain isn't mature and so on. Mobile TV appeared and started to develop in China from the year of 2004.Most of mobile TV service is realized by the mobile telecom network & technique; Broadcasting model is still in the phrase of testing and hasn't put into commerce operation.According to the marketing research results, mobile TV service will targeted at the people whose age is froml8 to 35 and who live by themselves or with roommates, the targets are highly concerned about the information, meanwhile, they live freely and like to try new things. More importantly, most of them are data service users, they ever used the service of WAP internet, multimedia message; they have a habit of seeing videos, teleplay and films on internet.We also find out that the reason of customers use mobile TV is to get information and kill time. The film and programs for fun is most popular for the potential users. they always see mobile TV on the way they go to work or off duty, interestingly we find out that some person like to use it before they go to sleep; the result reveals that they generally see mobile TV for less than ten minutes. The informants give some advice to improve the quality of program contents, operation function, terminal capability and using interface; package monthly no limited using, the expense is proposed to be between 5 and 10 RMB and so on.According to the writer's study, the telecom operators should cooperate with the broadcasting and TV operators in order to exert their respective advantage. On one hand, the broadcasting operators are responsible for constructing broadcasting network and integrating TV programs; on the other hand, the telecom operators take charge of managing users and receiving charge and explore data service based on the TV program. The corporation will bring a win-win result. |
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