Open collaboration and sharing as the future development trend of mobile Internet
According to iResearch Consulting upcoming “China’s mobile Internet industry, 2008-2009 Development Report,” research shows that network convergence, terminal integration and technology evolution is driving the rapid development of mobile Internet. Combination of mobile Internet market development, through in-depth analysis of mobile Internet in the field and industry expert interviews, iResearch Consulting Looking development trend of mobile Internet:
Trend 1: mobile Internet users increase the size stage
IResearch Consulting of view, WAP mobile Internet users is the composition of the main user groups. Operators reduced tariff WAP mobile Internet users increase the frequency and time, enhance the user experience on the Internet will. At the same time, more support terminal manufacturers release of new mobile phone WAP2.0, WAP site to optimize the user interface and provide a rich application services, promote the use of mobile browsers are largely enhanced mobile Internet user experience. Moreover, with mobile operators to increase access and scope of the concept of propaganda, to provide more preferential tariff packages, mobile Internet more user attention and response. Due to mobile phone hardware and connection speed limit, for most users, access to WAP sites for mobile Internet experience as its initial choice.
IResearch Consulting study found that, from voice to data services in transition to enable operators to focus on the development of mobile Internet. WAP and other mobile operators to launch value-added services for mobile Internet users increase awareness of mobile phone users surfing habits and culture play an important role. In the narrow-band mobile Internet time, the user primarily through GPRS / EDGE 2.5G mobile communication technology to access other WAP sites for information services. In addition to pay-mode users outside Monternet,
Free WAP Web site to provide users with the rapid development of a more diversified choice for the user scale growth.
3G commercial open mobile Internet narrowband to broadband by the evolution of the development process. 3G market is currently training period, 3G network coverage and end-user price is based on the scale of growth. 3G network coverage is low, the terminal expensive and tariff standards for higher scale factors constrained the development of the user. Limited user can not form the scale of business to promote the rapid development of 3G user base. Nevertheless, operators take proactive marketing strategy for the future broadband mobile Internet fully prepared for the competition: on the one hand and adjust the charges by the scale of promotion, market competition for 3G users, on the other hand to guide the user a smooth transition from the 2G to 3G.
As mobile bandwidth restrictions, high tariff to reduce the user experience of 3G networks will. With 3G
LTE’s evolution and development, the base station increases bandwidth capacity and carrying capacity increase will lead to a substantial decline in tariff, which reduces the sensitivity of user charges. Course, whether or not restrictions on traffic and affordable monthly rates depends entirely on the operator’s marketing strategy. Mobile Internet environment continued to improve and further promote the rapid development of mobile Internet business. Rich, high-quality applications in turn promote the growth of user scale, creating a virtuous cycle of industrial development. Based on 3G
LTE will promote the realization of mobile Internet users increase the size of a breakthrough.
Future 4G mobile broadband will achieve the change the order of magnitude, leading the broadband mobile Internet industry development. Intensification of the network integration, diversification of access methods, terminal integration and business integration will provide users with seamless information services. User-centered model of innovation and a rich application services, will play for mobile Internet users increase the size important role.
Trends: User-centered development of mobile Internet
IResearch Consulting study found that changes in the telecommunications industry through the Internet, IP-based communications technology evolution impact and result of the interaction. The establishment of managed IP network and form the core of the industry value chain control is the operator the direction of long practice. The face of market competition, operators implemented by the voice data services to the strategic restructuring will become the operator of mobile Internet the focus of competition. Mobile Internet is going through a closed to an open process that will develop into the future mobile Internet can provide voice, data and multimedia services, open network. In this process of change, the operator Shang recognize not only provide access to services, more importantly, requires services to meet the demands of users with and continued to create value for the user. This kind of user needs and experience as the core driving force, changing the light service operator re-operation of the old model, remodeling of the operator’s business philosophy and values.
The face of the enormous potential value of mobile Internet space, terminal manufacturers and information service providers began actively layout of the mobile Internet. Accurate grasp of user needs and user-centric service innovation, is to promote the terminal vendors and information service providers a key factor in rapid growth. And terminal manufacturers and service providers, operators have to provide users with the advantages of integrated services, including customized terminals, voice and data services, billing and other integrated services to meet customers diverse, individual needs. Open concept development and effective integration of integrated services, determine the application of operators in the mobile Internet services in expression.
Trend 3: Mobile Internet to form three competing patterns
With the evolution of mobile communication technology, mobile Internet value chain continue to evolve. In the past, carriers occupy the entire mobile industry value chain. Into the 2G era, bandwidth and terminal based on mobile enhancements, mobile value-added services bring the mobile Internet. 3G provides users with the arrival of richer mobile Internet services, mobile Internet industry chain is moving in market segments, differentiated competition and personalized service direction. Content service provider, software service providers, chip vendors and more new entrants, split the original operators in the value chain system monopoly.
The face of mobile communications and Internet integration of the enormous value of space, Nokia, Apple, Microsoft, Google, Tencent, etc., and information service providers, terminal manufacturers, the strategic plan into the mobile Internet and market position has already begun. These non-traditional competitors in the telecom industry’s traditional core of the carrier status of the formation of a strong challenge.
IResearch Consulting analysis, in the past benefited from the rapid development of the telecommunications industry operators throughout the industry value chain, the absolute control. The integration of mobile communications and Internet trends, forcing operators to the value chain, in response to intense competition ready. After rapid growth in their respective fields, new competitors has become the most dynamic and competitive leader. Strong brand influence, large-scale users, efficient product development capabilities, attention to user experience and enhanced understanding of customer needs a new competitor competition.
Operators, terminal manufacturers and information service providers formed the three major forces Game Three competing patterns of mobile Internet. One should include the network operators, terminal and service all areas, including competition, on the other hand in the application services, expanding channels for a wide range of industries in such areas as cooperation.
End-market competition is the competition for future business in fact high ground. More and more terminal manufacturers competitors, Google, Apple and other information service providers and consumer electronics manufacturers have been aggressively entering the terminal market. Mobile phone chip and handset operating systems are the core areas of market competition.
With VoIP, search, e-mail, Web2.0 applications such as the successful practice of rich, flexible business model and the scale of this huge pool of users and other competitive advantages, Internet companies have entered the mobile Internet field, on the one hand an extension of brand influence, and the other the one hand, cross-platform expansion.
Trend 4: revenue sharing to become the mainstream mode of cooperation Mobile Internet
Monternet China Mobile to implement revenue sharing best practice policy. Revenue sharing for connecting the operators, service providers and content providers the value of three common bond. Revenue sharing are mainly embodied in the operational build flat open platform service access platform, products and services produced by the specialized agencies to complete, thus ensuring high quality and low cost products and services. Through revenue sharing incentives, business practitioners to provide quality services to fully mobilize the enthusiasm, enhanced service providers, platform operators involved in the initiative.
In addition to other operators, information service providers are actively exploring revenue-sharing cooperation. Operators and information service providers from the main revenue: user fees and corporate pay. After many years of business operations and customer accumulation, Google, Baidu and other information service providers have a wealth of resources for advertisers and advertising service experience. Based on consumer demand and accurate grasp advertising marketing, information service providers, operators and terminal manufacturers and users of resources and advertisers to effectively integrate resources, revenue sharing and cooperation to achieve win-win.
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