Monternet Value-added Services In The 3g Environment, The Challenges And Coping Strategies

In 2000, China Mobile Communication Corpopration launched "Monternet" Service for the overall brand mobile data value-added business.Exactly five years in the past, Monternet won a splendid success, it not only became one of China Mobile Corp. new profit growth point in addition to traditional voice business, but also traind and developed a new mobile value-added services market, created tremendous business opportunities and economic benefits.Monternet service created the data value-added business value chain that every parties co-work under the Mobile Network Operator's leading, mobilized and inspired enthusiasm and potential of the parties, effectively integrated resources from all sources, and get the rapid supernormal development. However, the rapid development of Monternt service has also caused a lot of problems. At the same time, with 3G licensing approaches, 3G new technologies will bring landmark change to the current data value-addes business; and 3G market competition will result in significant changes in patterns, competition will be more fully and effectively.With the author's working experiences in IBM and SiChuan Mobile Corp. and deep understanding of mobile value added service, I take the Monternet model into the 3G environment to analysis it's challenges and make Monternet's countermeasures for 3G's impacts.Firstly, in this thesis we emphasized mobile value-added business's importance for the Telecom Operator's survival and development. Subsequently, accrding to the detailed study of Monternet's current model and pointed out the existing problem which Monternet on 2G/2.5G environment.: The mobile data value-added business growth ratio has begun to decline and the lack of innovations in business,the homogeneity of products,marketing model simplicity ,and so on.Then, this article from the impacts of the 3G's new technology and changes in 3G market competition environment,deduced that Mobile value-added business have to make from the "product-centred" model to "user-centred" model's change , so it can suit the characteristics of 3G multimedia features and full market competition.Next, this article take the leading compnies(NTT DoCoMo Corp. and He Huang...