Research On Business Model Innovation For Mobile Instant Messaging U App

Mobile Instant Messaging (MIM) has grown into supper APP, successfully combining the three internet characteristic in one app, namely socialization, localization and mobilization. It is one of the most user welcomed and important mobile Apps, providing the biggest entrance to the Mobile Internet Market with more than one billion users. Its great business potential enablesitself into a new blue ocean that most of internet companies targeted. With the vast practical experiences gained from fast-developed MIM products, the theoretical study in this field is relatively few, especially in innovative business model design.The paper starts from the analysis on the commercial demand of an App called U, having a study on MIM’s business model, and finally propose suggestions to U’s innovative business model design.According to the theoretical study of three core elements in innovative business model and continuous improvement, the paper firstly has a comprehensive analysis on the business model and innovation study of mobile internet. Based on the research methods such as usage experience, investigation, and interview, the paper looked deep into the case study of the commercializationof MIM Apps, and finally gives suggestions to U’s innovative business model design.