Case Study On The Industry Value Chain Of Mobile Commerce

The continuou increasement of the business types of mobile commerce makes the industry value chain of mobile commerce much more diverse and complex. Currently, the domestic researches on the mobile commerce's value chain are mostly on the strategic perspective, often with macro description and have a lack of the combination with the actual business and the micro-economic model support. For this consider, this paper begins with the leader of industry value chain in mobile commerce; divides the value chain's form of the mainstream business in mobile commerce into three categories, respectively focusing on the mobile operators, focusing on content/service providers and focusing on terminal manufacturers; and then in each category selects a case which has more mature operating mechanism and higher market acceptance and analyzes their industry value chain model, the value current processes,the characteristics of their value chain and etc; then the papers focuses on the value distribution of the industry value chain, using mathematical deduction method, obtains three different value distribution models of the three forms in mobile commerce and some related conclusions, also with further analysis of the cases.The study has found that except the industry value chain with the core of mobile operators, in the other two forms, mobile operators just serve as a support role. The results of the mathematical derivation show that the core role in the value chain will be assigned to share more profits and the whole profits of the industry value chain will be higher if the participants'relationship is close cooperation other than loose cooperation; but the changes of their own interests are uncertain. As to the mobile operators, they will penetrate actively into the value distribution process and gradually upgrade their leadership and speech right. In the field of mobile commerce, the trend of the mobile operators is building successfully business platforms which focus on themselves with the absorption of various content/service providers terminal manufacturers and so on.