According to the research ---- Due to the slow market growth, the radius of SMS to save the Chinese Internet is gradually dim, and because the terminal's penetration is not ideal, MMS is still in the cultivation period. At the same time, China Mobile has already been in 2002. The IVR (Interactive Voice Response), an interactive voice response service, is becoming the next gold mite in the eyes of the SP. From the end of last year, Sina, Sohu and NetEase have tried the water IVR business, launched the corresponding webpage on their respective websites. Professional SP Xintong has also received the IVR license. Wang Lei is repeatedly mentioned IVR in the roadshow, and its market development is worth paying attention.
(1) Pay attention to the market attraction of IVR services to SP
The voice service of mobile communication has developed to a certain extent, there will be a bottleneck: increment does not increase, which is also a common problem in the global mobile communication market. Therefore, breaking through the bottleneck of voice service, the way out is to expand speech value-added services. IVR is a wireless voice service value-added service, and the currently known fixed telephone sound service is similar, only the phone can enter the service center, and listen to mobile entertainment products according to the operation prompt. Mobile users call the specified number to get the information you need or participate in interactive services, such as chat rooms or friends. In Japan and the United States, the speech value-added business started earlier, and has formed a considerable market size, which has developed a larger 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 IVR market is about 2 billion US dollars. According to the research ---- From the development of this service earlier, the number of IVR users has exceeded the number of SMS users, referring to this number, more than 200 million mobile phone users in mainland China It will provide huge development space for IVR services. According to the survey of McKinsey Company, nearly 60 million users of China Mobile will become the target user of the audios interactive business, and some experts estimate that IVR's annual market income can be at least 2.5 billion yuan. In fact, at the end of 2002, China Mobile jointly went to Beijing Hengxin to jointly launch the "12586 Entertainment Online" platform. "12586 Entertainment Online" is a mobile value-added business that is mainly speech, SMS, and registered users can call another binding user by calling "12586 other serial number", called only "12586 call" on mobile phone. Square, no local and long distance, minimum tariffs only 0.20 yuan / minute, up to 0.40 yuan / minute. China Mobile "Global Pass" users can register to obtain serial numbers by dialing 12586, except for basic voice, you can choose multiplayer calls, background music, voice BBS, and voice online games. According to the person in charge of TOM IVR business, the commonality of IVR and short message is that the potential user's penetration rate is large, the IVR is not limited by the phone model, and IVR even exceeds short messages, and the short message receives the ringtone. The picture should also correspond to different mobile phone models, and IVR is not subject to any restriction on the terminal device, and any mobile phone can be used. The IVR service enables the operator's equipment usage, it has the characteristics complementary to the basic data business. Users who use IVR services are actively dialing, which reduces the user's complaints and various disputes, which is why China Mobile is quite IVR. Wang Xin, Vice President, Sina, is deeply optimistic about IVR business. He said that the SMS business overall situation has been terminated, IVR has just entered the stage of "Running Radi", this year's market will face 100% growth speed. For Sina, the advantage of huge user groups will make its IVR business benefits, and it is expected that it can be reflected in Sina's financial report in the next two quarters. Tom.com repulsion to acquire the Thunder, the Thunder has a special item is IVR, which makes Tom succession once again become the leader of wireless new business. Wang Lei, Wang Lei, director of Tom Group, said: "Wireless value-added services pursue universality. From the market penetration, there are 60% of SMS, and speech is definitely 100%, so the speech value-added service development space is more than wireless data. Big. Tom also hopes that the future is good in the IVR market. "At present, the Thunder has received 100 access numbers from China Mobile, and only 19 official opening services, the business growth space is still large."
For the IVR market, mobile still uses the proportion of the mobile dream network 85:15, so it is also created a huge profitable space for the relevant content providers. At present, the gross profit margins of major IVR service providers are generally more than 75%, far away. More than 50% of the short message, is a "profiteering" industry. According to relevant people ---- Thunder has a monthly income of more than 10 million yuan, and the monthly increase is more than 10%, and the rolling stone moving in the top of the top three is also about seven or eight million, as a new This performance has shown the bright future of IVR business, and the new schedule of SP has begun. (2) Grasping the "planning" of mobile operators.
