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As
the mobile market soared in China over the last 5 years, the key service being marketed was
voice and cheap handsets. However SMS MMS data messaging based applications have
now become very popular with Chinese cellular subscribers. These services are particularly
appealing to teenagers and young professionals, and have driven mobile network operators to adjust their offerings to meet the demand for mobile data services.
Wireless SMS Portals in
China - Until recently, China’s carriers have operated in a certain amount of isolation. However, as
SMS content demand continues, China Mobile and China Unicom have adjusted to share the market with content providers and Internet portal operators, companies they previously had not considered competitors, much less possible partners. This research publication describes the current environment and outlook for Mobile Content in the China market.
Key Messages in this Publication:
- Content providers and mobile operators in China are adopting new business strategies, technologies and new methods of partnering to enable services that customers want and are willing to pay for.
- There have been significant and progressive efforts by mainland China
Internet portal operators such as NetEase, Sohu and Sina to
branch out into the mobile content business through SMS
technology.
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In the past eighteen months, China has seen tremendous growth of
revenue for mobile data services and applications.
- There are many pitfalls and
hurdles to establishing content based portals in China, we
outline the key risks as well as opportunities.
Table Of Contents:
Chapter 1. China’s Mobile Communications Environment
Mobile Penetration
Declining ARPUs
China’s SMS Volumes
Prepaid vs. Post-Paid
The Mobile Operator Duopoly
China Mobile
China Unicom
China Unicom Subscriber Growth and Outlook
Overview of the Mobile Content Model
Technology in the Mobile Content Portal
User Participation in Mobile VAS Services
Chapter 2. The Mobile Content Providers in China
China Unicom’s Uni-Info
Linktone
VAS Offerings for PHS Subscribers
Monternet
Mtone
NetEase
Newpalm
SINA
SOHU
TENCENT
TOM Online
Chapter 3. Summary of Market Position in China’s Mobile Portal Market
Technology Companies Profiting from China’s Mobile Data and
Content Market
Mobile Payment Issues in China
Location Based Services
Chapter 4. Conclusions
Imperatives for China’s Mobile Content Portals
Is the Mobile Content and Portal Market an Attractive Sector for
Foreign Participants?
Outlook for 3G Mobile Services in China
Table
of Figures:
Figure 1. China Mobile Subscribers 2000-2010
Figure 2. Mobile Penetration 2000 - 2010
Figure 3. The ARPU Situation
Figure 4. China SMS Volume (billions of messages)
Figure 5 Breakdown of Prepaid vs. Contract Subscribers
Figure 6. Roles in the Mobile Content Portal
Figure 7. Mobile Portal – One Stop for Premium Content
Figure 8. Role of the Gateway in Mobile Portal
Figure 9. Current VAS Mobile Application Popularity
Figure 10. Mobile Portal Usage by Age Distribution
Figure 11. Monternet Service Principles
Figure 12. Key Monternet Service Providers
Figure 13. Monternet Billing Profile
Figure 14. Summary Market Position in China’s Mobile Portal
Market
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