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SUMMARY
The Chinese mobile market has rapidly become the largest in the world, in
terms of numbers of subscribers. This has been achieved in what is still
largely an environment supplied and monitored by Government controlled network
operators, that have limited incentive or means to compete and innovate beyond
the constraints of Government-defined strategies. Service and content
providers have multiplied in this environment and are already offering Chinese
subscribers innovative and cost-effective content-based services. The success
of this market has been such that many of the leading suppliers have already
floated on stock exchanges around the world and venture capital is readily
available. Some of the models adopted in the Chinese market will have
relevance to developed markets in Europe and elsewhere, as well as to other
developing markets where average income levels dictate low ARPUs despite high
demand for services. This report examines the development of the content
market in China and explores the reasons behind the success of service and
content providers, concluding with the lessons that MNOs in other markets
should be drawing on to ensure they maximise their own revenues from non-voice
content in the future.
TABLE OF CONTENTS
1. Overview
2. Introduction
- 2.1 Market Overview
- 2.2 Report Content
3. Chinese Market Background
- 3.1 Chinese Network Operators
- 3.1.1 Network Environment
- 3.1.2 China Mobile
- 3.1.3 China Unicom
- 3.1.4 China Telecom
- 3.1.5 China Netcom
- 3.2 The Long Wait for 3G
- 3.3 Value-Added Service Market
- 3.4 The Handset Market
4. Mobile Content Market
- 4.1 Definitions
- 4.2 Mobile Content Value Chain
- 4.3 Operators' Mobile Content Strategies
- 4.4 Chinese Operators' WVAS Performance
- 4.5 MNO Portals
- 4.5.1 China Mobile
- 4.5.2 China Unicom
- 4.6 Analysis by Service
- 4.6.1 Messaging VAS
- 4.6.2 Voice VAS
- 4.6.3 2.5G VAS
- 4.7 How to Buy Mobile Content
5. Mobile Content Key Players
- 5.1 Leading SPs Dominate the Market
- 5.2 Tom Online
- 5.3 Sina
- 5.4 KongZhong
- 5.5 Linktone
- 5.6 Tencent (QQ)
- 5.7 Hurray!
- 5.8 Sohu
- 5.9 NetEase
6. Market Trends and Perspectives
- 6.1 High Growth Sector
- 6.2 Survival Difficulties for SPs
- 6.3 Will the Ministry Stop Operators' Hegemony?
- 6.4 User-Generated Content (UGC)
- 6.5 Mobile + Internet + TV
- 6.6 Innovations in the Market
- 6.7 Foreign Direct Investments in WVAS
7. Conclusions and Lessons from China
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