Introduction - theSP business will become a neat part of our future comfort, providing users with more valuable multimedia applications. First, what is the SP business? It is the location information (latitude latitude coordinate data) of the mobile terminal (mobile phone) through mobile communication network and positioning technology, and a new type of mobile data service for application services will be carried out in our future comfortable life. With the evolution of network technology, the application of location services is increasing, providing users with more valuable multimedia applications. The 2G environment is mainly based on the text-based location service information; 2.5G can provide graphic-based location information; in the 3G environment, multimedia-based location information can be provided, and the future 3G era will provide many new mobile data services. Second, what is the big environment? 1. Industry Policy In accordance with the relevant provisions of the People's Republic of China, the value-added telecommunications business includes the following 9: email; voice mail; online information storage and retrieval; electronic data exchange; online data processing and transaction processing; value-added fax ; Internet access service; Internet information service; video conference service. At present, the SP service is mainly concentrated in several email, voice mail, electronic data exchange, online data processing and transaction processing, and online information storage and retrieval, the development potential of business services such as video conference services is still very large. Although there is no special reference to IVR in the current regulations, this regulation may also be adjusted accordingly with the development of IVR business. The Ministry of Information Industry has made a clear norm in the short message service charging behavior on April 20, 2004. This has played an important role in normative SP markets and promoting competitiveness. In addition, since 2000, the 3G calls in the world have risen, and some of the high-end applications of the SP businesses are ripening in 3G technology. The Ministry of Information Industry issued 4 sentences to 3G, actively track, first experiment, and cultivating the market, and supported the market. This also laid a solid foundation for the depth development of various SP services. 2. In the past ten years, the communication industry has been rapidly developed and has become an important growth point in my country's national economic development. The statistics of the Ministry of Information Industry As of February 2003, China has 260 million mobile communication users. The mobile phone call has become a general consumer product that popularizes thousands of thousands of households from the early ninegément of aristocratic, luxurious communication tools. Before and after 2000, the 1000-2000 yuan price support Chinese input mobile phone is popular, so that almost all middle-income people have economic capabilities to buy mobile phones. When these China's secondary income people have become a mobile phone user, they immediately discovered that the phone bill is relatively too high, and it is unbearable, so SMS has been favored by these users with its low price. The fastest popularity. This is also currently about 150 yuan, and the SMS business has grown year by year. 3. Social surveys show that nearly 40% of mobile phone users aged 18 to 60 in urban areas have received all kinds of short messages, 17.9% of them have used other SMS services. This ratio is higher in men, college degree or above and a young population under 35 years old. Due to the great promotion of many developers and SP, the ring tones, MMS, and IVR value-added services are rapidly popular. Today, providing specialized information, entertainment services, or SP businesses that provide specialized services for specific people have more great promotion, and people have become more and more accustomed to enjoy a variety of information services through mobile terminals. 4. Technology We can divide the key technologies covered by the mobile data industry chain have been divided into several major modules: wireless application development, user terminal technology, user interface, air interface technology, wireless positioning technology, mobile gateway technology (Gateway Station), billing system Mobile network technology. With the rapid development of 3G technology, these technologies are fast and developed. Future browsers will see more web content.
The WAP browser and I-MODE browser are being fused. The next generation will use scalable HTML (XHTML) and XML, which means that the standard WAP phone can also see more content. In order to address the development of mobile data, the development of services such as wireless e-commerce, J2ME (Java 2 Micro Edition) and BREW (Binary Runtime Environment For Wireless) technologies have entered the field. They introduce a new model for mobile internet, which allows mobile phones to download a variety of applications on the Internet and run these programs offline in the mobile phone. It is foreseeable that more enterprise applications and location-based applications use these platforms to reach mobile phones. With more colorful, touch screens, handwritten mobile terminals and mobile applications increase, the operating system will be more complicated. At present, Symbian OS, which is supported by 80% of mobile phones, 300% of mobile phones, Palm OS, Palm OS, open Linux, and Microsoft's Smartphone is accelerating the market. With the continuous enhancement of CPU processing capabilities, limited speech recognition may also become an indispensable part of the terminal. All of these technological advances will stimulate multimedia applications in mobile terminals more rapidly, thus driving various SP businesses. 5. The industry advantage is compared with other information networks, the most prominent advantage of the SP service is that the mobile phone can be mobility, and can be carried with you, and enjoy the service anytime, anywhere. A. Some people forecast compared to the Internet, China Internet Enterprises will compete from the competition for advertising, SMS, game market, to the e-commerce market. In fact, the mobile phone SP communication network itself is very similar to the Internet. Many of the services can be carried out in the mobile phone communication network, and the cost performance is more advantageous. Among them, friends, voice pass, games, email, etc., now they are already available on their mobile phones, and advertising information is more bright and bright. Ads on the Internet are often awkward, especially pop-up, because users don't need this kind of advertising information, but you have to bounce out him. Mobile advertising can only provide people who are interested in such information in the way of information services, and pay for both sides (collect advertising fees, respectively). B. Although SP is slightly straightforward than the fixed-line business, it is possible to have a visual effect. The information can be retained, providing personalized services, and can participate in online games, etc., or more advantages. C. SP audiovisual effect is much inferior to the TV network, but the interactivity is strong, and the advantages of personalized strength are more prominent. 6. The industry's weakness SP service provider is in full passive position, especially the professional SP service provider, is completely dependent on a limited number of operators. The next person is difficult to get the support of the operator, but the communication fee is more expensive (because the operator is charged according to the amount of information, the greater the amount of information, the lower the average communication fee). On the other hand, the terminal is still one of the main constraints to limit mobile games. The solution has been further developed by 3G technology, which needs to be stored in mobile terminal manufacturers, operators, SP to strengthen cooperation, improve the popularity of mobile terminal products such as color screen, GPRS, Java, Brew. The screen, the button is relatively small, and it is also a weak point that "fifth media". Third, how is the SP business? 1. Profit mode A. Multi-party cooperation, creating a total of more than 2,000 people in China, there are more than 400 of them, there are more than 400 cooperation agreements, so competition is very intense. In order to enhance competitiveness, we must first understand that he is in the entire value chain, and then we widely broaden the cooperative relationship with upstream enterprises, and enhance the competitiveness of the entire value chain. China Mobile currently comes out of China's communication operators, and the traditional ideas they benefit from themselves, and the SMS market value chain is reassigned and integrated.
Then the service provider has achieved profit by providing valuable information and app acquisition, and China Telecom provides communication channels to each SP through the "Mobile Dream Network" platform, and extracts the corresponding proportion of labor payments from business income. It should be received as 15%, which is 9%). Sina and other giants will force Master SP, which is based on its own size, and obtain a relatively low advantage of communication fees, and communicate with other small SPs with a slightly high price proxy. It is also a win-win situation. B. Profit means diversified mobile terminals, currently more mature SP services include text SMS, game, ring tones, MMS, dating communities, advertisements, etc. The profitable means of these services can actually be attributed to two major categories, and one is to provide entertainment services, like friends, MMS, ring tones, games, etc., the other is to provide information services, such as advertising, specialist medical common sense, Weather forecast, etc., which is worth noting that mobile advertising and related business applications. Advertising with mobile phones has a more obvious advantage: its advertising effect is more direct, and can charge two charges. Although national policies have not yet clearly stipulated, we should never shoot advertisements to the vast mobile phone users, not only high cost, low advertising efficiency, but also easy to cause public independence brands. So our advertising text messages must only provide a population that is required to actively subscribe. Thus, in addition to collecting advertising costs to suppliers, we also charge a SMS custom service fee to users who accept ads. And after the business is big, you can re-divide all kinds of advertisement information. 2. Service Type C. The primary function of the communication type mobile phone is undoubtedly communication. In addition to calling, including sending and receiving emails, SMS interactions, video conferencing, etc. Email, SMS, MMS is the main components of communication class (information exchange). MMS and email have SMS unparalleled advantages in delivery of data and information, currently growing fast, expects SMS to gradually replace SMS as a main communication application, in which MMS is used as a transitional application, 2006 Then there will be a downward trend; email (MSN, QQ and other instant communication tools also have similar functions, will be integrated with email in the future), due to various multimedia information such as text, sound, pictures, images, will become the future Communication application. D. Entertainment phones as partners that are not departed, and is increasingly entertaining to users. The market space of mobile phone entertainment is very large, and the SP is a kind of service that is the most enthusiastic in 2003. Such as mobile phone's personalization, Tuzi browsing, download, forwarding, communication, speech magazine, karaoke, star icon prediction, online chat, looking for friends, chess, intellectual class, dating / marriage forecast, electronic books, etc. In fact, some of this service is hard to separate. The mobile phone picture, the personalized demand for the ringtone has long been fashionable, and the ring tones are also increasingly promoted. With the launch of color screens and chords, this demand is more intensified. Although many mobile phones have a way to communicate with computers, they can personalize their own cells through the computer, but most of this mobile phone users cannot do. So, spending 1, 2 yuan to download an unhappy ringtone, a good picture has a strong attraction, which is why most website SMS channels are reasons why the Bell business is the protagonist. E. The information class is like the Internet with entertainment, and it is more inclined to provide practical information to obtain profits, and SP information services are increasingly prominent. Providing professional information services to specific people (such as weather forecast) is becoming a number of new focus, mobile banking, stock trading, lottery, e-commerce, news, education and other industries, have a lot of successful models. Due to the location of the mobile phone, the location-based service, in addition to the entertainment, there are also location and maps, seeking information services such as others, transportation guides, surrounding services. F. The trading is undoubted, and the mobile phone is increasingly universal.
Since it is very convenient, the security is also relatively high, and the SPs are helpless to develop its preferred tools for small payments. The mobile phone payment of various audio and video websites is the most typical example. By strengthening cooperation with banks, improving safety, you can use your mobile phone as a "mobile wallet" for shopping, ordering airfare, etc. 3. Function G. Pure text Pure text SMS is the simplest SP service, low entry threshold, and the most important service type, the largest service type, the largest market capacity. From the content of the service, some text messages are also several kinds, including mobile terminals to receive downlink information, relatives and friends interaction, virtual community platforms, uplink data saves, etc. H.MMS MMS is the abbreviation of Multimedia Messaging Service, Chinese meaning is a multimedia SMS service (ie mobile MMS and Unicom's color e), compared with ordinary SMS, in addition to basic text information, more equipped with rich color pictures, Sound, animation, vibration and other multimedia content. With MMS technology, users can obtain a variety of personalized multimedia content. However, some illegal SPs use this technology to spread illegal content, affecting the healthy development of the industry. I. Game mobile games include stand-alone games and online games. Among them, in addition to text SMS games, there are multimedia games supported by two major Java and BREW, the latter two, like MMS, must rely on specific communication technologies (such as GPRS). China Mobile has opened a Java business named "Treasure Chest" nationwide, China Mobile's joint venture company Unicom has introduced BREW business, so that mobile game enthusiasts can easily download a variety of mobile online games. Mobile games have extremely broad development prospects. According to IDC, the income brought about by hardware, software, and services for mobile phone wireless game business, only in 2006, but not to have a larger mobile phone wireless game market potential Japan, South Korea and China and other Asian markets. It is estimated that by 2006, the global wireless game market will reach $ 17 billion. As the first brand of mobile phone, Nokia is even claims that by 2006, income from mobile games accounts for 40% of its total income. J.IVR IVR is a wireless voice service value-added service, and a fixed telephone voice service, which is known, only to enter the service center with a telephone, and listen to mobile entertainment products according to the operation prompt. Mobile users dial the specified number to get the information you need or participate in interactive services, such as voice magazines, chat rooms or friends, and more. The potential user of IVR is large, and even the short message, the short message receives the ringtone, and the picture should correspond to different mobile phone models, and IVR is not restricted on the terminal device, and any one can call the phone. can use. Some experts estimate that IVR's market income can be at least 2.5 billion yuan in the next year. IVR belongs to the late-lateral wireless value-added business, there is some inherent problems, such as no visual intuitive interface, and operations are more cumbersome. Many consumers have considered that IVR operations are cumbersome, it is inconvenient to use, which is the main obstacle to speech value-added IVR. In addition, in the 9 value-added telecommunications services listed in the "People's Republic of China Telecommunications Regulations", only voice mail and visual conference calls on voice communications, the policy is unclear is another reason that IV is difficult to promote. Michancer technology such as K.Wap WAP, I-MODE and OpenWave platforms seem to be the only standard for mobile phones to access the Internet, J2ME and BREW enters the field, and the microwser is almost all operators and mobile phone manufacturers around the world. adoption. At present, Java, BREW is more access to the game, and WAP will still dominate long-term dominance in terms of web browsing.
L. The ring tones is the abbreviation of "Coloring Ring Back Tone", which is a special sound (music, song, "by other calling customers who call customers to call their mobile phones (music, songs, Story plot, character dialogue) ringtone business. In response to the novelty and fashionability of the ring tones, it is positioned in young mobile users, including students group, fashion youth and white-collar users, is the current expansion focus of operators and SP. However, some of the storylines of a few ring tones are poorly inconvenient, which may bring inconvenience to the calling party and affect business image. And at this stage, the value of the ring tones is too thin, how to give this can have more value-added services to more use value and consumption, and is testing the carrier and content service providers of the treasure ring tones. In addition, the copyright content is an important support part of the ring tones. How to establish an open content authorization mechanism, how to provide more, better content, how to deal with user interests and copyright owners, is a ring tomb, which is really commeminated before the ring tomb. The problem. Fourth, which people use SP services? 1. Segmentation by age, M. Adolescents are the most creative and independent, pursue fresh, fashion, and pay attention to their own image, desire to grow. Therefore, most young people are enthusiastic consumers in fashion supplies, books, beauty products, clothing, food and other products. Youth consumption is very emphasized in emotion, sensibility, this is an important reason for the success of Moros Space in the youth population. In addition, college students are a very well-developed market. According to the US data, the US advertisers spend $ 100 million in an early US advertising personnel to affect college students' purchase behavior, and college students have a total of $ 20 billion a year. Market surveys have also found that the money with university education is almost twice that of the same age people at university, so their purchasing power and the ability to affect others are obvious. So, for this group, you must have a curious feature according to their everything. In the introduction of the uniqueness of our products, you can meet the psychology of their pursuit of newness, and you can do some articles in meeting their attention. Also, provide information on stylish supplies, books, beauty products, clothing, and food, can also attract their interest. N. Middle-aged people occupy a pivotal position in household consumption activities. They have a huge demand for household items, nutrition and health products, beauty. According to the survey, in the northern market, consumers who purchase calcium health products are many middle-aged people aged 40-59. In addition, their needs and consumption concepts are generally relatively stable, and there is a feature: pay attention to the practicality, price and appearance of goods; respecting tradition, more conservative, lacking adequate enthusiasm for new products; paying attention to the convenience of goods; The demand is stable and concentrated, self-consumption is in a depression state; the demand for commodities in menopause. Therefore, for this group, the most important thing is to make them feel the practicality of the product. And once they become a user of SMS products, it will not easily convert other SMS services. At present, there are relatively rare text messages for middle-aged people, so the market potential is still very large. O. The proportion of elderly in the elderly is relatively large, and with the continuous development of my country's economy, coupled with the custom of Chinese traditional people, the disposable income of the elderly has been growing. It can be seen that my country's elderly consumers are huge, and the elderly consumer market has a huge business opportunity. The study found that the main values of the elderly consumers include: independence (elderly consumers want to actively and self-sufficiency); keep in touch with society (older consumers value their relationship with friends and family members); Alit attitude (older consumers want to pay for society and family).
In this context, the consumption behavior of the elderly has the following characteristics: First, consumption is mainly concentrated in diet, health care and cultural entertainment. Second, consumption habits are relatively stable, and the brand loyalty to the product is high. Third, rational consumption concept. In the main factors affecting the quality, price, utility, utility, and branding, the quality of quality is in the first place, accounting for 82.5%. Fourth, "separation" consumption is large, is one of the performance of his mentality. The survey of Fudan University showed that the consumption of elderly consumers used in some children were second only to meet their needs. Fifth, pay attention to the convenience of consumption, which is also a significant consumer behavior of elderly consumers. So, for this group, we can design a professional SMS series products such as diet, healthcare and cultural entertainment. For example, when the season is alternate, some older entertainment venues, etc., you can also provide some children or adolescent commodity information to meet their special psychological needs. 2. Press industry segmentation to different industries. We can develop different SMS services. In fact, the short message business for the freight driver is accompanied by the development of the logistics industry. There are still many industries that can be developed, such as education, news, securities, advertising, medical, banking and so on. The SP will be very wide in the education industry. If the horizontal extension, education includes many aspects: social hot education, various knowledge school education, life class, professional skills education, etc. From the longitudinally extending, education as the core, can also share a lot of other SMS service content including teaching, such as grades, policy dynamics, recruitment information, information, etc. The news industry is another hot spot. The earliest use of text messages may be a new wave, Wang Zhidong is forced to leave Sina's news, and many people have learned from SMS. China Daily Network is another way to introduce English text messages to meet the needs of specific groups. It is worth mentioning that industry chain integration applications, such as providing a car salon information product, the subscriber will mainly have a car or the people who are about to buy a car. This can also provide advertising information from these people to provide parking, repair, car maintenance lines. 3. The high-income people in the income will generally pay attention to taste, pursue fashion, and nature. Since they are also successful in society, they have high awareness, they generally don't like virtual world too much. Of course, some young successors may be passionate about such pastime, but they are more pragmatic and reasonable. Then, as mentioned earlier, you can explore information services such as "White Collar Fashion", and you can also charge the supplier at the same time. And the low-income payroll family, their amateur time is more relatively less entertainment, in addition to the "Weather Forecast", maybe they will only care about a little SMS. Then you can cooperate with some audio and video entertainment networks, let the shadow to promote SMS, SMS promotes video and audio, reaching a total. 4. People according to their position segment different positions are different due to their status, and the perspective of considering the problem is different, and their respective demand is also very different. For example, in a manager forum, there was a form "Beijing's most worth 10,000 hotel", and this is no doubt about the underlying staff. Similarly, the middle-level cadres have never used to care about what hotels will be opened, and those who have lived in the event. This is a high-management layer. And people are in the workplace. Many people are both boss, as a subordinates, and the same as the desire to pursue a salary, promotion, and the series of text messages that introduce the workplace skills will also have a very large market. 5. Split everyone's family character is different from home role, and their focus on life experience is completely different.
The newly married wife may care about how to keep youth, tightly attract the heart of the husband; young mother may care about how to care for baby; the child in the first few years may begin to know the thoughtful parents; just made a few years of grandfather may be pondering Buy what small books and toys; etc. For this, you can design a series of special short message services to explain all kinds of life, so that they live more easily and more enjoyable. 5. How to promote the SP business? The promotion strategy is one of the top headaches of SP. High advertising costs, the recovery may be low, I am afraid that only big SP has strength to do. The result of the integration of the industrial chain is that the mobile operator's service platform itself constitutes a big promotion platform, and the SP service will make the user choose to choose it. However, there are 4, 5 hundred sponsions now with China Mobile, how to stand out from many products, it has become a big problem. 1. Integrated marketing here consolidation includes industrial chain integration and industry integration. The strongest partner of SP promotion is undoubtedly operators. If the SP business is really planned, there are operators to help you promote, it is definitely a half-time. Industrial chain integration also includes the cooperation of professional SP and large portal SP, because the latter itself is a powerful promotion platform. Industry integration is ideal for professional SP, they use traditional promotion channels in the relevant industry to expand the market. Since the information services they provide are generally specialized in a certain industry, or for a particular group, it can take advantage of the inherent channels in the industry, or use other industries to promote the promotion channel of the particular group. Market expansion, thereby greatly saving costs. For example, doing English education can advertise in some English or paper media, can be promoted with hospital cooperation and so on. 2. Group issuance is the most common promotion method, but this resource must be agreed by an operator, and due to long-term abuse, the effect is also reduced. Therefore, the group is very necessary to pay attention to skills, there must be certain targeted, content is more infimacted, otherwise it will not be good. 6. How will the SP industry develop? 1. The market size of the SP market has launched the "Mobile Dream Network" in China Mobile. China Unicom has launched "Unicom unlimited", plus the efforts of many members in the mobile value-added service value chain, my country's SP businesses are short 3 It is a huge and prosperous industry in many times. There is also a force in the SP market worth paying attention, which is a small SHHCT network that has 30 million users will be expected to implement short messages with the GSM network and CDMA network in 2004. The joining of small Songtong consumer group will continue to urge short message market. According to Iryi's relevant statistics, China's entire mobile data business market will reach around 30 billion yuan in 2004, SP provides 30% of the total market. After 2004, the growth rate will decline, but it will remain more than 50% per year before 2006, and in 2006, China's SP is expected to reach 27.5 billion yuan. Estimation of major business market share (2004): Business Market value estimates are not unclear, and SP's income is not significant. WAP is 13.73 million in September, and the information fee of SP in October is 2014,000. The monthly growth rate is 15% -20% to estimate. MMS 800 million China Mobile estimates the number of MMS delivery at the end of the MMS of 16 million, Erui Company predicts that there will be 500 million transmitts next year, and 80% is transmitted by SP, 2 yuan / strip is estimated. IV 2.5 billion China Mobile prediction. According to the existing 3 million IVR users, 10 of the 10-piece ARPU, the monthly growth rate of 20% SMS is 1.7 billion in 2002, 2003 is estimated to be 3.4 billion, 2004, according to 50%, 5 billion.
2. The potential threat of the SP industry P. Content homogeneration, low-quality, in the current national SP, business content mutually imitate, plagiarism is very serious, and there is also a copyright dispute. At present, almost all SPs have been launched in entertainment, and there are few "fist products lines" in this main line: such as anonymous chat, men and women, sex education, love divination, virtual love, etc. The big products are naturally naturally stringed into a erotic chain. Looking back in 2003, online anti-yellow events, operators call the portal website SMS alliance, huge fines for SP, their roots are because of erotic SMS. With the improvement of relevant national laws and regulations and the continuous strengthening of industry regulatory mechanisms, in 2004, Queen SMS cannot be used as a normal operation of the legitimate business. How to develop a user-welcoming application has become a common problem facing the entire SP industry. Q. The industry has matured, and the market share has a rapid development of 2003, and the SMS market has been mature. It is impossible to appear SP softly. Whether it is the later party of the SMS market or first, they will face the marketing problems of market maturity. For later challenges, they must do a unique approach, or can only do high-end applications, because the low-end market has already been filled with various homogeneous and low-quality products. High-end applications not only need strong technology, but also the entry threshold of funds is very high. For example, China Mobile regulates the minimum registered capital of this industry to enter this industry to be more than 10 million yuan; The review, I hope that SP has built a tree in their respective expertise. 3. The technological development trend of msp With the sharpness of modern technology, IT technology, electronic technology, communication technology is increasingly fusion. There is no doubt that future personal mobile terminals will integrate almost all IT technology and communication technologies. For now, this technique has gave birth to a large number of excellent application solutions, such as Nettophone, is a typical application. Then, considering that the Phonetonet is actually mature technology, and this app is apparent to which is very broad application prospects. Imagine if the user gently played a few words on the phone with your thumb, attached the control password, and then sent it to the fixed phone number (or some dedicated controller), then the air conditioner in the home is automatically opened. How exciting! 7. What are the fields that can extend in the SP service? There are hundreds of applications developers and content providers with China Mobile's formal cooperation agreements, and there are similar relations with China Unicom, which is difficult to draw between application developers and content providers, they usually Doing applying services and content providing, the competition between each other is very intense. The website is the most active family, pictures, ringtones, jokes, news, etc. in SMS value-added services, many SMS services meet the needs of various users. Business providers at the current SMS market are roughly divided into the following categories: The first category is a traditional portal represented by Sina, Sohu, which is usually nationwide, as long as I can use it. Function, its promotion is mainly on the website. The second category is the application developer who specializes in wireless value-added services, and all SP manufacturers have close relationships with mobile operators. It is high for operators, mainly for mobile phone users. The third category is to provide specialized solutions for enterprises to provide specialized solutions for enterprises, such as sending a notice for the company's internal population; facing the enterprise, such as the bank, securities company customers send credit cards to the notification, stock market quotes, etc. The fourth category is to cooperate with traditional media, and people have seen their power in various TV columns. Such application developers have played the function of the original telephone phonograph, and cooperate with various puzzle classes, dating programs to enhance the participation of the audience.
