移动互联网的核心国家中国

AgendaTheMobileServiceMarketinMainlandChinaTheDiffusionPatternofMobileServiceTheMobileValue-addedService(MVAS)InternetIndustry&MobileindustryTheMobileServiceMarketinMainlandChinaTheMobileServiceMarketinMainlandChinaFactorsDrivingtheGrowthofMobilePhoneDiffusioninMainlandChinaGlobalEconomicDevelopmentsBeforebeadmittedtoWTO,Chinacommittedtopermitforeignorganizationstoprovideawiderangeoftelecommunicationservicethroughjoin-ventures.AccordingtheregulationofjoinventureinChina,formosttypeofservice,theforeigninvestorscanholdupto49%ofco-venturedcompany(USTR,2004).Butmoreimportantlyformobilehandsetdiffusion,customstariffforITproductwerededucedtoallowcheapercomponentstomanufacturemobilewithbetterprice.Insteadofbeenimporteddirectly,thepriceofhandsetmakeinChinawillbecheaperforaverageChineseconsumers(Groombirdge,2000).Cheapmobilephoneproducedbydomesticmanufacturershaveincreasedthelevelofcompetitioninmobilephonemarket,andthelowerpricehandsetencouragingenduserstopurchasemobilephone(Ramstad,2003).FactorsDrivingtheGrowthofMobilePhoneDiffusioninMainlandChinaDomesticMarketRegulationUntilthemid90s,TheChinesetelecommunicationsindustrywasunderthemonopolyofthestateandwasmanagedbytheformerMinistryofPostsandTelecommunications(MPT).From1995,reorganizationintroducedfournewcompanies,eachwithafocusedobjectivebutstilladiversemixoffixed,transportandwirelessorsatellitenetworks:ChinaUnicom,ChinaTelecom,ChinaMobile,ChinaNetworkTelecom(ChinaNetcom),andChinaSatellite;andaproposedChinaRailwayTelecom(ChinaRailcom)inthenearfutureFactorsDrivingtheGrowthofMobilePhoneDiffusioninMainlandChinaTheEvolutionofMarketStructure:FactorsDrivingtheGrowthofMobilePhoneDiffusioninMainlandChinaPrepaymentPriceModelThemobilecommunicationsmarketinChinafavorsprepaidpricemodelbecauseofitsmarketcharacteristics.Thismodelaccountstoabout90%ofallpricestrategiesaccordingtoGSMAssociationdatapresentedatGSMWorld2004.Newsubscribersareincreasinglyfromlowincomeandlowusagemarketsegment,andyieldlowerlevelsofaveragerevenueperuser(ARPU),thoughminutesofusagehaveincreasedovertheyearsbutstillslowerthanthepriceerosion.Forexample,accordingtoChinaMobiletheARPUhasdeclinedfromRMB431(US$52)in1997toRMB90(US$11)inSeptember2004(chinamobilehk.com).Thisisattributedtothesubstantialgrowthinlow-usesubscribers.ThediffusionpatternofmobilephoneinmainlandChinaThediffusionpatternofmobilephoneinmainlandChinaThediffusionpatternofmobilephoneinmainlandChinaTheInnovatorIn1987MPTlunchedtwoanaloguemobileswitchsystemsbasedonTACStechnology.OnetheswitchcenterislocatedinBeidaihe,theresortandconventioncenterforhighlevelofficialsofChinacentralgovernment.Obviously,thisswitchcenterisusedforcommercialpurpose.ThesecondswitchcenterwaslocatedinGuangzhou,thecapitaltheGuangdongProvince,alsothecenterofSouthernChina.November1987,Mr.FengXu,ayoungguywasinhislatetwentiesatthattime,purchasedthefirstmobilephoneinChina,atthesametime,heistheoneofthefirstonehundredinnovatorsinChina.In1987,MPTGuangdongdivisiondecidedtopromotethefirstbatchofanaloguemobilephoneAccordingtotheirplan;onehundredmobilephoneshadbeensold.ThepriceforFeng’smobilephonewasRMB20,000(US$2,485).Intheearly1988,theaveragepriceforanactivatedmobilephoneintheprivate/blackmarketwasRMB60,000(US$7,454).TheaveragebalanceshowonphonebillwasuptoRMB10,000(US$1,242)permonth.(Zhang,2005)AccordingtoRoger’stheory,thefirst2.5%adoptersaretheinnovators.Alongwiththefirstonehundredmobilephoneusers,until1996,the6,853,000mobilesubscriberscanbenamedtheinnovatorofmobilephoneinmainlandChina,eventhough,GSMservicehadbeenpromotedin1995.Mostoftheinnovatorsarehighlevelofficial,privatefirmowner,peopleinspecialprofession(police,firemanetc.).ThediffusionpatternofmobilephoneinmainlandChinaTheEarlyadoptersUntil1999,thenumberofmobileservicesubscriberinmainlandChinawas43,300,000,approximately20%ofusernumberin2002(207,000,000).17.6%of207,000,000thatis36,150,000“new”subscribershaveappearedduringtheperiod.Actually,the3,6150,000aretheEarlyadopters.Thehandsetpriceandtheservicefeedropdownaretheprimaryreasonscontributedtotheappearanceandformationofearlyadoptergroup.ThediffusionpatternofmobilephoneinmainlandChinaTheEarlyMajorityandLateMajorityFromyear1999to2002,thenumberofincreasedmobileservicesubscriberis164,000,000.Besidesthepricedropdownofmobilehandsetandmobileservicefee,thedifferentiationofserviceplanandlaggedoffoftollphonesystemthetriggersforpotentialcustomeradoptionaftertheinnovatorsgroupandearlyadoptersgroup(Zhang,2004),alsotheearlymajorityandlatemajority.Afteryear1999,Chinesepeoplebegantohearthemobilehandsetringbellinthepublictransportation:bus,trainandthetaxi.Itusedtobeheardonlyinairportandhotellobby.TheaverageChinesepeoplebegantotelltheircustomersorfriend“callmycellphonewhenyouwantcountonme”.TheMobileValue-addedService(MVAS)TheMobileValue-addedService(MVAS)TheMobileValue-addedService(MVAS)TheMobileValue-addedService(MVAS)InternetIndustry&MobileindustryInternetIndustry&Mobileindustry