Development Strategy Research Of China Mobile Value-added Service On Individual Market

With the rapid development of communication technology as well as the maturity of traditional voice service, the value-added service gradually became a new profit growth engine for telecom operators. Although China mobile has been the entire service operator after the reorganization of China telecom industry in 2008, the broadband and the fixed network have not developed well. The Mobile network and individual users have still been the main resources. Features of individual users'demands diversified and personalized, putting forward to new requirements. Therefore, it is significant to research the value-added service of China Mobile on individual market.Firstly, according to the demands of users, this paper analyzes all the concepts of individuals, the market and the value-added service, and then clearly gives the concepts and characteristics of the individual market and the value-added service on the individual market. Then based on many theories such as the value chain and the value network, two-sided market and the innovation, this paper analyzes the situation of China mobile value-added service on the individual market,futherly points out the problems of the process and the primary causes that the traditional service development pattern has been not fit for the emerging environment. It also fingers that China mobile should use the tool of innovation to break out the restraining and achieve the sustainable development of China mobile value-added service on the individual market.Then this paper points the three directions and two dimensions of the value-added service innovation development. Three directions are Mobile Internet, Mass Customization and Multidimensional fusion. Two dimensions are to build a platform-style business model, and to expand business scope from human communications to the human/machine to machine communications.Lastly in order to provide some reference suggestions for China Mobile developing value-added service on individual market, based on the innovation theory, this paper gave the specific development strategies of the value-added service innovation on the individual market from three aspects which included the technical and service innovation, the commercial model innovation and the management and institutional innovation.