Roland Berg International Management Consulting Company Senior Project Manager HARTMUT SCHNABEL Senior Consultant Chen Tao 2003/11/14 With the rapid development of "avalanche" in China in recent years, the development of mobile data value-added business has become the focus of communication industry People hope to discover new treasures again in the mobile communication market. Data business users published from China Mobile have been close to 60 million, and the SMS usage is 4.6 times and the new business revenue growth is 143%, people are a new huge market and business opportunities.
Of course, from the development experience of mobile data services in Western countries, we can realize that data value-added services in China in the germination phase need to face uncertainty of many future development. First, the mobile data service has the homogeneous mass market in the voice service, it is necessary to satisfy the market demand full of differential and personality, how to accumulate the scale effect necessary for the communications industry is still uncertain. Second, mobile data business development and promotion is a high-risk dispersion investment, and the participant can obtain an uncertainty of the corresponding revenue. Again, the mobile data value-added service is whether each part of the value created in a more complex value chain is coordinated and efficient, whether it can eventually achieve value in the market, and it also contains uncertain factors.
In a market environment full of uncertain, who will lead the data value-added business into success, will it be successful with anyone? Existing and future mobile communications operators are undoubtedly a leading enterprise for data value-added business development.
Explore a win-win business model
When the voice service is facing the market growth, the data value-added business is a potential profit area that the operators focus on the focus of the operators and the potential profit areas that need to be excavated. Operators are trying to strive for the first advantage, from the mobile dream network to the interconnection, they are gathering partners, explore the business model of win-win and win-win situation.
Then, how can many operators and communications companies that participate in the mobile data value-added market development? We believe that China's mobile data business is based on the discovery and meets effective market demand, and the successful condition is to adopt the appropriate business model. From customer type and demand nature, the current mobile data value-added business is facing three major market opportunities: mobile entertainment and information services for personal users; mobile application solutions for enterprise users; mobile commerce and financial services to companies and individuals . Different market opportunities need to grasp different success elements.
Mobile Entertainment and Information Services
Mobile Entertainment and Information Services are the extension of personal mobile communication. With the rapid spread of SMS in mobile users, text information becomes a widely accepted communication option outside people's voice. Mobile Internet, MMS ring tones and other multimedia communication methods have a new round of penetration, which greatly enriches carriers and means for providing mobile entertainment and information services. NTT Docomo's I-Mode is a precedent for successful foreign mobile data business. Its success indicates that mobile operators develop entertainment and information service demand for public markets can realize scale economy. The recovery of Internet companies has introduced many participants to the development of mobile entertainment and information services, and quickly emerged in them, so that mobile entertainment and information services have the most market vitality of mobile data services. field.
So what is the success of mobile entertainment and information services?
The first is a good market basis. The success of Japan and South Korea has a close relationship with Oriental culture, and China with similar business environment and greater market potential will also have a booming opportunity. However, from a round of fast-fashioned and fading from Internet companies, the good market foundation requires participants' careful cultivation, and the behavior of eager work will not receive the prosperity of the market and the success of the company. Whether it is mobile operator, or content and service providers, we also need patience in the cultivation of user consumption habits. SMS has experienced market income from introduction to outbreaks, and is based on consumer self-education and mutual training. In mobile data business promotion, mobile operators and content and service providers should take active measures to use market propaganda, business promotion, and encourage attempts to carry out the cultivation and savings of user consumption habits. Second is the correct development path. We believe that the mobile data business is in a considerable period of time, and will still face the bottleneck of consumer terminal as a multimedia data business such as the main carrier, mobile network and MMS. Therefore, the viable development path of mobile entertainment and information services is to make a text message to move online and multimedia business. SMS can become the main means of publicization information and point-to-point entertainment, to be a wide market, it is necessary to work hard in the practicality of services and information dissemination. In the early trial of mobile new technologies and new business, they will be a highlight of the mobile data service. It can be seen from the market launch of the recent Internet games that the development of mobile entertainment products is very likely to shape new industry heroes.
2. Mobile communication applications for enterprise users
In the face of enterprise users, the development of mobile operators is an important step in achieving strategic development. Mobile communication has been fully integrated into the work and life of more than 100 million mobile phone users. On the basis of the rapid development of the personal user market, the focus of mobile operators is naturally how to expand the service area of the services in the service area of the enterprise or group. And the promotion of the business level. In an enterprise's supply, production, sales and service, etc., mobile phones have become an indispensable communication with communication. The development of mobile data services in the field of enterprise applications is to use mobile phones to serialize user groups, and use data communication technology support enterprises to improve production and operational efficiency and improve customer relationship management. Roland Berg's survey conducted by typical representative enterprises in China show that professional enterprises have specific target markets and clear customer needs. At present, the promotion of new products such as virtual network business and mobile office assistants within the domestic area, the internal management of the company is successful. In addition, mobile applications with strong professional characteristics also have specific enterprise needs in their respective target markets, for example, positioning services are popular in commercial trading companies in commercial trading companies and get a certain degree of welcome and get Good application.
Of course, corporate users need to establish a distinct operation mechanism and business model for the development of personal market development, which is a successful element of mobile enterprise application development and promotion. The expectation of mobile operators to mobile corporate application business development is: First, bundled users in the form of corporate group and enhanced users' viscosity and loyalty; the second is to develop new business in the voice and data integrated communication platform provided by the company. flow. Therefore, mobile operators still play a leading role in the enterprise application value chain, but operators need more intense to specialized partners. The mobile communication solutions for the company are more complicated in technology and implementation, and modular applications are combined with individualized specific enterprise needs. Enterprise application product development and promotion requires strong professional marketing power, which is a marketing team jointly formed by operators 'business manager and technology developers' sales manager. They have to communicate with corporate customers, fully understand the customer's business needs and enterprise environments, and combine multiple standardized application products into customized products of specific enterprises. Higher requirements technical marketing and more heterogeneous enterprise needs determine that the promotion of enterprise application products is difficult to form a scale effect in the short term. Therefore, the prospects of enterprise application market development are based on business relationships established by demand and supply parties. Operators need to stand in strategic high to see the importance of corporate customers' market cultivation, and apply corporate applications as strategic business, and do not take immediate considerations in the short term. In the development of enterprise application business, technology development and application integrators are very important and very weak participants. The entry barrier of enterprise application development is not high. Many SMEs hope that this is an opportunity to enter the development of the communications industry. At the same time, the market business uncertainty of enterprise applications is very large, and the risk and failure of participating companies are high. Therefore, corporate application technology development and integration should attach great importance to customer needs analysis and technical marketing, abandon self-development and heavy technology light sale. In the development of foreign countries, customers are also important participants, customers are willing to invest in funds for mobile app development and design, which greatly improves the business environment. At present, many domestic companies attach great importance to the construction of corporate informationization, and the combination of enterprise information transformation trends will greatly increase opportunities for mobile enterprises. 3. Mobile commerce and financial services
Mobile business and financial services are recent business areas that have received attention. Mobile payment and mobile banking began to become an emerging partnership in the operator and bank to achieve strong joint, mobile phone lottery, mobile vending machine, SMS order and other mobile business forms have also aroused extensive market reactions. Mobile financial services are both a mobile operator's value-added business is also a financial innovation service of banks, which has become a new highlight of data business development. Mobile operators and banks have common customer resources, how to explore customer value and enhance customer satisfaction a common goal of cooperation between cooperation. Mobile financial services in other financial sectors such as securities, insurance also have achieved rapid development, Motorola and Nokia's data business units have successfully launched mobile phone securities quotes, technology development of mobile phone securities transactions has also been completed. The implementation of mobile payment methods will undoubtedly promote the development of mobile business activities, using mobile phones to achieve small payment, SMS or mobile network ordering for mobile users to make great convenience. Compared with mobile financial services, mobile commerce has a wider range of partners, and the development of both will promote each other, and future development and market business opportunities are optimistic for the industry. In addition, mobile advertising and promotion is also an important form of mobile business development. Many manufacturers show great interest in this low-cost marketing form and merchants. Coca-Cola has successfully carried out publicity and promotion activities using the mobile SMS platform. Hangzhou bus companies are also trying to realize recharge and payment of bus cards using the small payment platform of Hangzhou Mobile.
The basis of success of mobile commerce and financial services is customer certification and consumption credit. Mobile operators and bank financial institutions need to attach great importance to customer financial security issues in business innovation and service innovation.
Information transfer and transaction security of mobile communication technology, customer identification and credit management will be the key to determining the success or failure of mobile financial services, and is also a sensitive focus of customer satisfaction. The development of mobile commerce relies on the accepted level of virtual consumption form, and the degree of trust in mobile advertising. Mobile operators and banks have made mobile commerce have a better business environment than e-commerce, but customer credit management and merchant credit management will be new opportunities and challenges for operators. In terms of mobile advertising and promotion, mobile operators will face how to conduct agents management and SP management, only to fully reflect respect for customers to receive their satisfaction. Build an industrial value chain
China's mobile data value-added business should be successful, and need to create industry competition and cooperation environments, establish and improve participants in business models in accordance with the industrial value chain. All participating companies in the value chain need to adjust and transform business philosophy, and work together to develop and customer service. First mobile operators should change their oligarchs formed in the long-term monopoly operation process, and establish more inclusive competitions. At the beginning of 2003, China Mobile actively adjusted to the commercial cooperation model and division of SPs, which can be said that operators develop friendly information from mobile data value-added services. For value-added services, information providing, mobile e-commerce, data business sales, etc., operators also need to take flexible business models based on customer needs, market environment and partner strength. Technical and equipment suppliers also need to transform the concept of "technology to create market", and in depth the field of view through operators, the development of hardware and software and technical solutions is truly combined with consumer demand. Motorola, Nokia and IBM, Oracle and other strong equipment and technology suppliers should also focus on the construction of the market ecological environment and support the development of small and medium-sized enterprises to participate in the mobile data value-added business market. Content providers and service providers are rich and enriched mobile data value-added services, and constantly create market opportunities. Various types of dealers are important channels for contact customers. These numerous market participants only enhance the concept of integrity management can we share long-lasting success and prosperity with industry giants.
