According to the "People's Posts and Telecommunications", Japan's largest mobile communication operator NTTDOCOCOCOCOMO has recently made a 2.5-generation wireless data service brand I-Mode, which will give up the huge success, and fully support the company's 3G service FOMA.
"Japan Economic News" reported that DOCOMO's strategy is to transfer all I-MODE users to the existing 3G service FOMA, which will not be in Japan Marketing I-Mode service. It is said that DOCOMO has removed the name of I-Mode from all departments, although this mobile interconnection service has been a powerful engine in the company's growth in the past few years. However, DOCOMO will continue to promote the I-Mode platform to foreign partners, and some telecom companies have just launched this service this year.
In addition, the company also launched a most basic 2G service for certain users, which uses the easiest phone to design users who only conduct voice calls. DoCoMo hopes that the company's 2G and 3G services can achieve considerable development in 2006. In order to maintain 56% of the market share in China, DoCoMo believes that it is urgently to increase the quality of 2G and 3G services and products.
Kei -ichienoki, executive vice president: "Perhaps the entire company is too self-confident for its own technical ability, there is an overloaded concern for customers." Enoki has participated in the development of I-Mode, and is currently responsible for product and service development. New sector.
Six "business weapons" for Japan I-Mode content providers
-------------------------------------------------- ------------------------------ The following is required to spend cash 3 can be browsed, you have purchased this post - in Japan i In the actual operation of the business model, the content provider is not possible to fully follow or depend on a single operation mode, a more feasible way is to combine the needs of the above models to accommodate the market needs and their resource constraints.
Due to the mobile Internet combined with mobile communication and the Internet, the industry is very optimistic about its prospects, the public is also actively moving the changes in mobile Internet to life and possible business opportunities. However, mobile Internet commercials have been more than 5 years, and all countries have repeatedly explored and attempts in technology and business models in technology and business model. So far, only Japan's mobile Internet market is maintained. A good development situation, especially NTT Docomo's I-Mode mode, which has become a model of various operational merchants.
The I-Mode mode is a success on the one hand because NTT DoCoMo occupies dominant in Japan's mobile Internet market, has a wide impact on other participants, controls users, terminal manufacturers, content providers and content integrators, formation Industrial chain dominated and pulled by operators. In addition, I-MODE models include scientific settlement, reasonable pricing, wise marketing, simple technologies and other strategies, and the nation of the nation of the Japanese nation and "obsessed little girl".
After analyzing the operation of nearly 100 content providers in I-MODE mode, the business model used in Japan mobile Internet content providers can be divided into 6 categories: user payment mode, sales model, marketing core business model, advertising mode Increase efficiency mode and revenue division mode, the research on this 6 major models is very useful for us.
One of the weapons: user payment mode is gradually mainstream
The content provider charges the users who visited their content, and the payment of the charge is often completed by a third party, and the third party receives some commissions according to the proportion of the charges.
The way the billing is included in the monthly charge or two types of charges. The latter can be divided into the number of times according to the networked time, the number of logins and the number of information sent to the user information, and the user confirms the registration by logging in to the website. Paying, the third party can start charging according to the agreement between the two parties.
This method basically includes almost all content providers, which is very successful for those providers that provide users who are willing to buy. Some content providers have developed their own content, and the costs charged to users are generally the only source of income to the user by purchasing the corresponding content to the content owner. Since the charging work is completed by operators, there are many obvious benefits of official websites. There are about 60% of the official website for charging, and the non-official website is difficult to provide such a convenient way, this issue is also explored.
The user's charging mode can be considered as a mode of mobile Internet mainstream. On the traditional internet, the same content or even more valuable content is free, and the corresponding business model may be more popular with the content, and then obtain the high-view acquisition of advertising revenue. However, due to the environment and purpose of mobile Internet users, it is possible to make this mode as possible and become mainstream mode. At the same time, the content of the content of Japanese content is relatively small and Japanese traditional Internet penetration is not high, and the threshold may also be reduced to the content charge of the mobile Internet.
Maybe the problem is that this charging mode will not last long. At present, the market is still immature, and the competition between content service providers is not intense. If the official website is canceled, all content providers are On the same starting line, not operators to lead, whether the mode can last, and still to be discussed further.
Timber 2: Sales mode is a long way
The content provider sells its own products and services through mobile Internet websites, and users provide logistics services by companies or third parties through mobile Internet, and the settlement method can also be delivered.
This mode is used in "traditional business" or "traditional Internet business". In this mode, traditional business agencies sell their own products or services as traditional channels. In most cases, they have carried out e-commerce activities based on traditional Internet. Traditional Internet business is generally only a sales channel of the Internet. They often hope that the convenience and low cost of e-commerce is in competition with traditional business competition. For them, they use mobile Internets to drive lightly, and it is easy to integrate into the business. . As far as the current understanding, there is no company only available sales based on mobile internet.
Soon the debate of e-commerce has just been concluded, many of the Internet sites have all broken and transformed because of the right business model, and now what is the future of mobile e-commerce on the Internet, is a real mature e-commerce model or Any attempt after the failure of traditional e-commerce?
There is still a lot of obvious restrictions through mobile Internet shopping. If the product's full display of users, the intuitive ratio between similar products, and the cumbersome of the purchase process, and the development of online shopping is directly restrictive. If the traditional Internet e-commerce has restrictions on the class of product transactions (mainly standardized goods), the restrictions of mobile Internet sales will be larger, more should focus on non-physical categories, such as finance , Ticket, music, picture download, etc.
Three weeks: Marketing core business is not small
Content providers can use mobile Internet as a means or approach to marketing their core business. This mode is mainly to improve the visibility of core companies and attract more potential users. The purpose is to induce users to buy their own Products or services, and the so-called core business may be traditional business, or the electronic commerce provided by traditional Internet.
The core of marketing core business model is designed around the company's core business. The goal is to attract users from the company to purchase rather than to other competitors. However, this is only one of many promotional channels, and the company can use other ways, and may achieve better results, more than a dozen methods, and should not rely on one.
For content providers, how is the biggest difficulty allows users to accept their content and discounts. If this is not done, the result may not only cost the cost, and more serious is an irritating user, thus Lost users, but it is insensibly. How to let users receive product information from the company, this is the topic of the entire direct sales industry, and there is no more discussion here. It is assumed that there are some ways to be able to do this, provided that the user can make up for the expenditure of communication costs even if the product is not purchased. There are many ways to allow customers to take the initiative to accept direct sales information. One way can dress marketing into discounts, and accumulate enough information to get certain prizes. Personalization is also necessary, too many information that is not associated with users or disappointing will enable the user. In order for users to quickly take action, time and location guidelines are also necessary, the user receives the time and location of the information and whether the user takes a purchase action is interconnected. It is absolutely different that the shopping vouchers sent to him when a person works and when he just passed a shop.
Four weeks: Improve efficiency mode easy to win
The mobile Internet is sometimes used to increase the operational efficiency of the content provider, which can be used as a supplementary channel to touch the user, which is low than any other channel cost, if the user contacts the company, Then the company's operating costs will be reduced.
The possibility of conventional commercial mobile Internet to save costs varies with the industry. Banks can also transfer some simple business to the collection of funded services, such as balance inquiry, according to the statistics of the US Banking Association, users to go to the counter to receive the service bank is $ 2.7, and through the teller machine for this cost 1 / 4, the cost of self-service through mobile phone is only 1/20, and the cost is often borne by the user. Some companies' business is done through middlemen, such as airline ticketing, is sold through ticketing agency. Agency company generally extracts a certain proportion of commissions according to sales prices. If users can purchase electronic tickets directly through mobile phones, they will increase the airline's profits or reduce user travel costs, and airlines are of course willing to escape direct sales of the agency. However, the value chain of ticketing systems has been formed, and it is not possible to change only technology, and the popularity of mobile Internet is only possible to provide a change.
This mode is often capable of bringing win-win in content providers and users, and content providers and users have reduced costs, while both sides have more contact opportunities, often providing more convenience for users.
Five weeks: Advertising mode is double-edged
Similarly to traditional Internet, content providers provide contents of the user, the sponsors (advertisers) publish advertisements on their websites and pay fees.
Compared with traditional Internet, mobile Internet has a lot of limitations in advertising, but there are some new opportunities. The biggest limit is from the screen size of the phone, too small size and slower transmission speed unable to show the attractive picture to the user, which makes the user must read and real mass marketing function. It has been reduced, and the user pays reading advertisements is not in line with business common sense, which is just a relatively small amount of content.
Terminal 6: Revenue sharing mode is favored
Some content providers are mainly from content owners, they may be to buy or buy content with fixed costs or buy content and content owners to share the benefits of obtaining according to certain proportions. Either way, from the whole, they are sharing the benefits from the user, and there may be a profit transfer, that is, the content provider purchase content is used to achieve other benefits, which does not belong to this mode. range.
The content provider obtained from the outside world is this mode, which can more accurately define "content packaging". Their business is based on the original content and then carry out secondary packaging sales. Such companies include a lot of emerging dedicated content providers for the main business. This mode is a win-win situation for content owner and content packaging. The content owner can focus more on their own content development, not to pay attention to the construction and operation of the website; content packaging can focus on market promotion and technology implementation, and There is no need to be cumbersome, if there is no content owner, there is no contents of the user on the entire website. On the contrary, there will be no bridges of connection content and users. If the site is successful, they will benefit each other, the risks of both parties Get maximum control.
Alternative tools: virtual carrier mode focus
Virtual carrier mode means that virtual operators enhance user use value by providing content services, thereby pulling sales of data and voice services.
Virtual operators buy frequency bands and call time and data volume from operators, and then re-encapsulate them, sell them to their customers. It is more focused on marketing and customer service due to the construction and maintenance of the underlying network.
Content providers provide content to virtual carriers, virtual operators bundle the content and basic services to the user together to increase the added value and competitiveness of their own core business.
At the same time, virtual operators are also involved in partial advertising issues to compensate for the cost of purchasing content.
Of course, in the actual operation of the Japanese I-MODE business model, the content provider is not possible to fully follow or depend on a single operation mode, a more feasible way is to combine the needs of the above models to accommodate the market demand and Self-resource constraints.
