Communication world
Zhang Nan
Such services include MMS, phone bills, ringtone download, picture download, information customization, etc. These applications have distinctive characteristics, basically not practical, but young people reflect "cool", "dazzle" props. Several more introductions are selected below.
(1) Personalized ring tone
This kind of business is called "CRBT" and "Hyun Bell" in China Mobile and Unicom, which is almost the most popular, most fashionable mobile value-added business today. I don't know when you play, when you play a friend or customer's mobile phone, it is not "嘀 - 嘀-" pick-up sound, but a pop song, or a funny. As a new thing, the personalized backcomes quickly got a young generation. In their eyes, the unique backcomes make themselves fashion, and can also show their unique taste by choosing their own preference. For example, in love in love, set a love song to implicit the other party, or set a old song that is meaningful to both sides, will play all the special effects in not.
Personalized Retone Business is to provide customers with a pleasant music or a greeting to replace the ordinary backing tone mobile communication value-added business. Users can call customer service calls or go to the designated business hall to open this business. Of course, some operators also provide SMS requests and access to WAP mobile Internet access. After the customer is applied, the system will notify the customer to apply, customized information through SMS. After the business is opened, the user can also make the corresponding settings for their ring tones, making it more personality. The ring tones are calculated at time and number. Taking China Mobile as an example, the cost of the ring tones is composed of two parts, part of the monthly functional use fee of 5 to 10 yuan, and part of each 5 yuan per five yuan is downloaded.
(2) Multimedia Short Message Service (MMS)
This business can send and receive more personalized multimedia messages like using short messages, such as text, graphics, image, audio, video, animation, music and other information. In China, this business is also known as "MMS".
In 2002, two European GSM operators, Norway TELENORASA and Hungary WESTELMOBIL TELECMUNICES Co. Ltd., providing commercial MMS businesses, which belongs to the pioneer of MMS, then, the world's largest mobile operator Vodafone, Orange, Australia ATERNA, Singapore's Singtel Mobile, etc. have opened MMS commercial business, and almost all mobile operators use MMS as one of the key business of their own years.
Most companies believe that MMS will exist in a way to enrich user exchange, such as the user club can send and receive image information to the member, the asset agent can provide a vivid picture to the customer; another picture can send pictures Back to the office, facilitate timely analysis of analysts, and so on. If the send object is a non-own company's mobile user, and the user does not use the MMS phone, the company will notify the user through the portal read the MMS message. For many companies, providing MMS users is inevitable for business development, T-Mobile means will continue to invest in their picture news business and make full use of their brand advantage. China Mobile and China Unicom's MMS also showed vigorous development in 2004.
In addition to traditional telecom operators, there are still many content providers that have also started their own MMS services. In addition, some mobile value-added service providers seem to provide MMS businesses. Mobile Street has launched its own online content business from August 2002, and there are thousands of contents in its portal download and image messages. The site also provides services to mobile network operators, portals, applications developers, and other similar companies. Through online payment tools, these companies can purchase non-patented copyrights, and then they can download the appropriate content without restrictions.
(3) IVR (InteractiveVoice Response) IVR, the interactive voice response, and some people translate the speech value-added business, specifically, in the telecommunications network, the Internet, using a pre-recorded or field-synthetic voice file to the user to play voice.
Recently, SMS market has slowed down, and the promotion of MMS is not as expected, and mobile IVR is gradually become the next gold mite in the eyes of operators and SPs. The development situation of the industry has caused the industry's extensive attention. .
In Japan and the United States, the speech value-added business started earlier, and has formed a considerable market size, which has developed a greater growth space for mobile communications. All GSM network countries in foreign countries, the business volume of basic speech value is larger than the amount of data traffic. The United States last year's mobile IVR market has reached around 2 billion US dollars. From the perspective of the development of China's Taiwan, the number of mobile IVR users has exceeded the number of SMS users. Data indicates that in 2003, the domestic mobile IVR market has exceeded 200 million yuan, and it is expected that the market size will be close to RMB 1.5 billion in 2004. China's mainland, IVR has also developed well, Tom's second quarter IVR business income is 81.9 million US dollars, accounting for 28% of the company's overall mobile value-added service revenue, and the business only accounts for 10% in 2003. In 2004, the first quarter of 2004 24%, calculated according to income, 2004 IVR income increased by 412% in the same period in 2003, an increase of 43% in the first quarter of 2004. It can be seen that IVR profits are in a rapid growth period, which is a new profit point for operators and SP.
(4) BackgroundMusic
On the basis of successfully launched the RingBacktone business, Asian operators including SK and KTF have also launched a lottery business, further expanding the value-added service content. In a popular, the color call is a call background music, which plays background music in the usual call through very similar technique, in the process of the usual call to the call atmosphere.
In terms of technology, this business is the natural extension of the ring tones technology. The system platform is almost exactly, and its business model is similar. It is more easy to implement. At the same time, the color words are not related to the terminal for wireless and wired users, no additional terminal costs Also avoid the terminal bottleneck problem. However, because this business has the drawback of the interference between the two parties, it is currently not like a ring tone, and the MMS is a wide range of imitation. It can be seen that while allowing users to experience wonderful music, the lottery business should ensure that users can switch and select music at any time in the call and can control the sound and volume of the music, truly realize the intersection.
Some researchers believe that the scope of the target user group of color words is very narrow, the target market is only for the fashion family, and most enterprise users are estimated that they will not be loved by this business; at the same time, the lottery business requires more investment, Because more ports need to support long-term calls. Experts suggest that the manufacturer ensures the scalability of the color line system platform to support more voice ports, allowing users to control background music, such as can switch, select background music program, and adjust the volume and sound effects. In addition, some people think that this business should mainly face the fixed-line market, not the mobile market.
(5) Voice SMS
The "voice SMS" mentioned here means that the user speaks from the phone, and the phone records the voice and transmits the mobile phone through the MMS; another mobile phone user can be convenient after receiving the MMS containing the recording. Use the handset to listen. At the same time, when the mobile phone user cannot answer the phone call to the voice mail, the user can also "push" to the user's mobile phone after the user is turned on.
At present, there is no obstacle that the recording of the long recording through MMS for 1 minute. Recording sounds in AMR format widely approved by major manufacturers, can be controlled at dozens K, which can comply with China Mobile Current MMS does not exceed 50K technical specification. What's more, from theory, the transmission capacity of MMS is not limited. With the improvement of mobile phone storage and processing speed and improvement of network conditions, each 100K capacity MMS has been fully implemented. Of course, to achieve the commercial use of "voice SMS", first, operators should adhere to the improvement of rigorous standards, thereby avoiding the manufacturer to repeat the abnormal mistakes of the Tuzer SMS format. Specifically, including such points: one, adhere to unified sound format, such as AMR format; second, it should be consistent and as simple as possible use interface, only so can attract as many users as possible; When listening to "voice SMS", the handset should be used instead of the ringtone buzzer to take the user's usage habits.
All mobile phone users can easily use such "voice SMS" to easily use the phone business users to edit the problem of information content. As long as the tariff policy is appropriate, the network construction can keep up, "voice SMS" can be able to transcend the current SMS business in the short term. Because the short message is more dependent on its low tariff, but after all, there is a considerable number of users who don't or want to use the input method of the mobile phone, and the oral obvious is much easier than using the keyboard. It should be pointed out that fundamentally, "voice SMS" is a MMS-based application, which is the essence of the voicemail service into "voice SMS" with the current Unicom.
