中國行動市場的3G內容策略及市場預測（2007年至2012年）

中國行動市場的3G內容策略及市場預測（2007年至2012年） 是由出版商Juniper Research在2007年06月所出版的。 這份英文市場調查報告書包含173 PAGES 價格從美金2990起跳。

簡介

目錄

Abstract

The Chinese market represents a vast opportunity for the mobile applications and content sector, particularly with the forthcoming launch of 3G services promising a new era for rich media cities beyond. This study offers an invaluable insight into how this opportunity is unfolding, who is driving the market, and examines the successful business models along with the adoption of market entry strategies. In addition,it includes a structural break down of the mobile value added sector, providing a thorough analysis and commentary of the performance, strategy and the influence of new and established key players.

• How is the Chinese content and applications market performing and what is it predicted to achieve over the next five years?
• Which types of applications & content work in China & how will they develop ?
• What market entry strategies have been adopted by the successful players ?
• How have these players become established & what is their forward strategy ?
• What will be the impact of 3G and what doors might it open to new entrants ?
• How do players navigate through the regulations & government processes ?
• What is the preferred route to enter the Chinese applications & content sector ?
• Where are the key markets in China ? How big are they & how will they develop ?
• Who is driving the applications & content market ?
• Which business models have succeeded & how will these change under 3G ?

• A unique source of research, analysis and information for the mobile China market including technologies, market characteristics & forecasts.
• Practical analysis of the emerging opportunities available to vendors and operators.
• Unique insights: includes interviews with leading industry players who have significant experience in the China Market.
• Benefit from fresh thinking and an intelligent market assessment from a respected thought leader.

• Invaluable Intelligence for strategy and market planners concentrating on the Chinese mobile market-providing detailed market sizing, forecasts until 2012, player analysis and positioning strategies.
• Expert Assessment offering real insight into the structure & workings of the Chinese mobile value added sector.Researched by a Chinese national who has over 15 years experience in international business in both the UK and China .
• Essential Reference source for any player planning a successful future in this high growth Chinese sector
• China Subscriber Rates Mobile phone & top 10 cities; 3G & top 10 cities; Mobile TV/Video; Mobile LBS
• China Revenues W-VAS -voice & data (& blended ARPU); 3G market-voice & data; Mobile TV/Video; Mobile music 3G music; Mobile games/3G games; SMS/MMS and 3G SMS/MMS; Mobile LBS

Table of Contents

Glossary

Executive Summary

• The Chinese Telecoms Opportunity
  • Figure ES1: Telecom Revenue Growth Rate(%) vs. GDP Growth Rate in China (%)
  • Table ES1: Telecom Revenue Growth Rate(%) vs. GDP Growth Rate in China (%)
• The 3G Opportunity
• Regulations & Navigating the System
• Market Entry Strategies for ‘Foreign' Participants
• Standards & Technological Challenges
• W-VAS Chinese Operator Strategies
  • Figure ES2: China Mobile Blended MOU ($) and Blended ARPU ($)
  • Figure ES3: China Unicom GSM & CDMA ARPU ($)Trend
  • Figure ES4: China Mobile VAS Revenue Mix ($m)
  • Figure ES5: China Unicom W-VAS Revenues ($bn) & Total Service Revenues (%), 2004,2005,2006
  • Table ES2: Total SMS Volume in China (bn) 2003 - 2006
• Issues of Convergence
  • Table ES3: Internet Connect Method: Broadband User (%) 2002-2006
  • Figure ESS: Internet Connect Method: Broadband User (%) 2002-2006
• Understanding the Monternet & Uni-Info W-VAS Business Model
  • Figure ES6: The Monternet & Uni-Info Business Model - Revenue Share
• Positioning & Strategies of Other Key Players
• Market Forecasts
  • Figure ES7: Mobile Phone Subscriber Base(m) Forecast2007-2012
  • Figure ES8: 3G Subscriber Base (m) Forecast 2007- 2012
  • Figure ES9: Voice and Data Revenues ($bn) 2007 -2012
  • Table ES4: Voice and Data Revenues ($bn)2007-2012
  • Table ES5: 3G Market Revenue ($m) Forecast,2007-2012
  • Figure ES10: 3G Market Revenue ($bn) Forecast, 2007 - 2012
• ‘Hot' Applications Forecast
  • Mobile tv / Mobile Video
    • Table ES6: Mobile tv / Video Subscribers(m) & Revenue Forecast ($m)2007-2012
• Ringtones and Mobile Music
  • Table ES7: Total Mobile Music & 3G Mobile Music Revenue ($m) Forecast 2007-2012
• Mobile Games
  • Table ES8: Total Mobile Games and 3G Mobile Games Revenue($m) Forecast 2007-2012
• SMS/MMS
  • Table ES9: SMS/MMS and 3G SMS/MMS Market($m) Forecast 2007-2012
• Location Based Services
  • Table ES10: Mobile LBS Market($m) and Subscriber(m) Forecast 2007-201
• Potential Hurdles
• Government Involvement
• Guanxi
• Market Access and the Value Chain
  • Figure ES11: The Generic Model of W-VAS Value Chain - The Evolving New Model for the Chinese W-VAS Market
• Handsets
  • Table ES11: China Handsets In-Use(m) and Growth (%)2007-2012
• Market Entry Models
  • Figure ES12: Market Entry Model: Wholly Owned Foreign Enterprise (WOFE)
  • Figure ES13: Market Entry Model through Partnerships
• Conclusion

1. Market Review

• 1.1 Current Developments Influencing China' s Telecom Service Industry
  • 1.1.1 Growth of the Chinese Telecom Service Industry
    • Table 1.1: Chinese Telecoms Revenue Growth Rate(%) vs. GDP Growth Rate(%)
    • Table 1.2: Basic Telecommunications & Value Added Services(VAS) Telecommunications Revenue Growth Rate(%) vs. GDP(%)
  • 1.1.2 Mobile Phone Subscription Growth
    • Figure l.1: Growth of Subscribers (m) 2001 - 2006
    • Table 1.3: Growth of Subscribers (m) 2001-2006
  • 1.1.3 Growth of the Internet and Broadband Sectors
    • Figure 1.2: Connect Method: Broadband User % 2002 - 2006 %
    • Table 1.4: Broadband Internet Connections as a % of Total Connections, 2002-2006
• 1.2 3G Market Drivers
  • 1.2.1 The Revenue Growth Challenge
    • Figure 1.3: Revenue ($bn) & Growth Rates (%) 2001-2005
    • Table 1.5: Revenue($bn) & Growth Rates(%) 2001-2005
    • Figure 1.4: Telecom Sales Volumes($bn) vs. Revenues($bn) 2001-2005
    • Table 1.6: Telecom Sales Volumes vs. Revenues ($bn)2001-2005
  • 1.2.2 ARPU & ARPM
    • Figure 1.4: Mobile ARPU and ARPM, Fixed ARPU and ARPM($) 2002-2005
    • Table 1.7: Mobile ARPU and ARPM, Fixed ARPU and ARPM ($) 2003-2006
  • 1.2.3 Technology Convergence and the Development of Value Added Services
    • a. The Impact of 3G

2. The Impact of 3G Regulations

• 2.1 The Regulatory Regime: Multi-Government Department Control
  • 2.1.1 The Regulator-Ministry of Information (MII)
    • a. Regulations on Telecommunications of the Peoples Republic of China
  • 2.1.2 The Regulator-SARFT(State Administration for Radio,Film and Television)
  • 2.1.3. The Regulator-The Ministry of Culture
• 2. The VAS Licensing System
  • 2.2.1 Licenses for Different Types of Content
  • 2.2.2 Requirements & Timescales
• 2.3 The Control of Public Security
  • 2.3.1 Media- The Country' s “Throat and Tongue”
  • 2.3.2 Censorship Systems
  • 2.3.3 Internet Service Provider Requirements
• 2.4 The Regulations for W-VAS
  • 2.4.1 Categorisation of Telecommunications Services
  • 2.4.2 WTO and Foreign Participation in Value Added Services Provision in the Chinese Telecommunications Industry
  • Table 2.1: China' s Commitments on Foreign Direct Investment in Telecommunications Under its WTO Service Schedule
• 2.5 Implications for Foreign Participants Entering the VAS Market
• 2.6 Issuance of 3G Licenses
  • 2.6.1 3G Standards and the Implications of TD-SCDMA
    • i. The Three Competing Standards
    • ii. The Role and Positioning of TD-SCDMA
  • 2.6.2 Latest Developments in the Licensing of TD-SCDMA

3. Major Operator 3G Strategies

• 3.1 The Six Telecom Service Operators
  • 3.1.1 China Mobile
    • i. The Company
    • ii. Market Share & Business Performance
      • Figure 3.1:China Mobile Subscriber Base-Prepay and Contract(m)2004-2006
      • Table 3.1: China Mobile Subscriber Base (m) - Prepay and Contract- 2004-2006
    • iii. Opportunities and Challenges:Declining APRU & VAS Development
      • a. Declining ARPU
        • Figure 3.2:China Mobile Blended MOU and Blended ARPU($)2001-2006
        • Table :3.2:China Mobile-Blended Minutes of Use(MOU)and Blended ARPU($)
      • b. Development & Contribution of Value Added Services
        • Figure 3.3: China Mobile VAS Revenues($bn)2004-2006
        • Table 3.3: China Mobile VAS Revenues ($bn) 2004-2006
        • Figure 3.4: China Mobile VAS Revenue Mix ($m)-2005 vs. 2006
        • Table 3.4: China Mobile VAS Revenue Mix ($m)-2005 vs. 2006
    • iv. China Mobile and 3G
      • a.China Mobile 3G Roll Out Plans
      • b. 3G Services
      • c. Mobile Music
        • Figure 3.5:China Mobile Colour Ring Back Tone (CRBT) Users(m) & Revenues($m),2005 vs. 2006
        • Table 3.5:China Mobile Colour Ring Back Tone (CRBT) Users(m) & Revenues($m)
      • d. Mobile Search
  • 3.1.2 China Unicom
    • i. The Company
    • ii. Market Share and Business Performance
      • Figure 3.6:China Unicom Subscriber Base(m)2004-2006
      • Table 3.6:China Unicom Subscriber Base(m)2004-2006
    • iii. Opportunities and Challenges:DecliningARPUandVAS Development
      • a. Subscriber Profiles and Declining ARPU
        • Table 3.7: China Unicom-GSM & CDMA ARPU Trend ($) 2004-2006
        • Figure 3.7:China Unicom-GSM & CDMA ARPU Trend($)2004-2006
      • b. Development & Contribution of Value Added Services
        • Table 3.8: China Unicom W-VAS Revenues($bn) & Percentage of Total Service Revenue (%), 2004-2006
        • Figure 3.8: China Unicom W-VAS Revenues($bn) & Percentage of Total Service Revenues
    • iv. China Unicom and 3G
      • a. Mobile Music
  • 3.1.3 China Telecom
    • i. The Company
    • ii. Market Share & Business Performance
    • iii. Opportunities and Challenges
      • a. Declining ARPU
      • b. VAS Development
        • Table 3.9: SMS and CRT Users (m) 2006
    • iv. China Telecom and 3G
      • a. 1-2-3 Strategy
  • 3.1.4. China Netcom
    • i. The Company
    • ii. Market Share and Business Performance
    • iii. Opportunities and Challenges
      • Table 3.10: China Netcom - CRBT & Broadband Subscribers (m), SMS Volumes (bn)
    • iv. China Netcom and 3G
  • 3.1.5. China Satellite
    • i. The Company
    • ii. Business Performance Highlights
    • iii. The Challenge
    • iv. China Satcom and 3G
  • 3.1.6 China Tietong
    • i. The Company
    • ii. Business Highlights
    • iii.China Tietong and 3G
• 3.2 Key Points: The Six Operators
  • 3.2.1.China Mobile & China Unicam
  • 3.2.2. China Telecom
  • 3.2.3 China Tietong
• 3.3 Market Share
  • Figure 3.9: Telecom Service Carrier Market Share by Revenue(%) 200S
  • Figure 3.10: Telecom Service Carrier Market Share by Investment (%)2005

4. W-VAS Operator Business Models

• 4.1. Monternet
  • 4.1.1 The Establishment of Monternet
    • i. The Service Platform: MISC (Mobile Information Service Centre)
      • Table : 4.1 Monternet Usage -SMS, WAP, MMS(m)
  • 4.1.2 The Business Model
    • Figure 4.1:Monternet Business Model
  • 4.1.3 Revenue Sharing Practices
    • Figure 4.2: Monternet' s Revenue Sharing Model
• 4.2. Uni-Info
  • 4.2.1 The Establishment of Uni-Info
  • 4.2.2 The Business Model
  • 4.2.3 The Revenue Sharing Model

5. China W-VAS Market: Major Players

• 5.1 The Internet Portals
  • 5.1.1 Sina Corporation
    • i. Company Profile
    • ii. Composition of Revenue
      • Table S.1: Sina Revenue Mix ($m)-Advertising, M-VAS, Others 2003-2006
      • Figure 5.1: Sina Revenue Mix ($m)- Advertising, M-VAS, Others 2003-2006
    • iii. M-VAS Strategy-Partnerships and the Product Mix
      • a. Strategic Partnerships
      • b. Product Mix
    • iv. 3G Opportunities and Challenges
      • a.M-VAS Performance Analysis
      • b. 3G Strategy
  • 5.1.2 Net Ease .cam Inc.
    • i. Company Profile
    • ii. Composition of Revenue
      • Figure 5.2: Net Ease Revenue Mix ($m)- Online Games, Advertising and W-VAS, 2003-2006
      • Table 5.2: Net Ease Revenue Mix ($m)- Online Games, Advertising and W-VAS, 2003-2006
    • iii W-VAS Strategy : Partnerships and the Product Mix
      • a. Strategic Partnerships
      • b. Product Mix
    • iv. 3G Opportunities and Challenges
  • 5.1.3 Sohu Corp
    • i. Company Profile
    • ii. Composition of Revenue
      • Table 5.3: Sohu Revenue Mix ($m) - Advertising, W-VAS, Others, 2004-2006
      • Figure 5.3: Sohu Revenue Mix ($m)-Advertising, W-VAS, Others, 2004-2006
    • iii.W-VAS Strategy : Partnerships and the Product Mix
      • a. Strategic Partnerships
      • b. Product Mix
    • iv. 3G Opportunities and Challenges
• 5.2. The Pure Players
  • 5.2.1 Tom Online Inc.
    • i. The Company
    • ii. W-VAS Strategy
      • a. Product Mix
        • Figure 5.4: Tom Online Revenue Mix ($m)-SMS, MMS, WAP, IVR, CRBT, Others, 2003-2005
        • Table 5.4: Tom Online Revenue Mix ($m)-SMS,MMS,WAP,IVR,CRBT,Others, 2004-2006
      • b.Fee Structures and Revenue Channels
        • Table 5.5: Fee Structures for SMS, MMS, WAP by Operator
    • iii Tom Online Development Trends and 3G
      • a. Product Offering Enhancement: Acquisition & Partnership
      • b. Product Mix Diversification : Long-term Strategic Initiatives
  • 5.2.2 Linktone Ltd
    • i. The Company
    • ii. M-VAS Strategy
      • a. Product Mix
        • Figure 5.5: Linktone Revenue Mix -SMS, MMS/WAP/JAVA, Audio, Casual Games, Others 2003-2005 ($m)
        • Table 5.6: Linktone Revenue Mix -SMS, MMS/WAP/JAVA, Audio, Casual Games, Others 2003-2005 ($m)
      • b. Revenue Channel
    • iii. Linktone Development Trends and 3G
      • a.Product Offering Enhancement: Organic In-house Development
      • b.Product Offering Diversification: New Partnerships
      • c. Transforming the Business Model: A New Interactive Media Model
      • d. Operator Channel Diversification
      • e. Strengthen Marketing Channels
        • Figure 5.6: Linktone Local on-the-Ground Sales Team
  • 5.2.3 Kongzhong
    • i. The Company
    • ii. W-VAS Strategy
      • a. Product Mix
        • Table 5.7: Kongrhong Revenue Mix ($m) - WAP, MMS, JAVA, SMS, 2003-2005
        • Figure 5.7: Kongzhong Revenue Mix ($m)- WAP, MMS,JAVA,SMS, 2003-2005
      • b. Revenue Channel
    • iv. Kongzhong Development Trends and 3G
      • a. Product Offering Enhancement: Product Diversification
        • Table 5.8: Kongrhong Product Mix- WAP, MMS,JAVA, 2G,SMS, IVR, CRBT, Others Q4' 05-Q4' 06 (%)
      • b. Revenue Channel Enhancement: Operator Channel Diversification
      • c. Strategic Investment and Acquisition
      • d. WAP Branding
      • e. Nationwide Sales and Marketing Offices
      • f. Joint Marketing Programme
  • 5.2.4 Hurray
    • i. The Company
    • ii. W-VAS Strategy
      • a. Product Mix
        • Figure 5.8: Hurray! Revenue Mix ($m)200-2006
        • Table 5.9: Hurray! Revenue Mix ($m) - SMS, IVR, CRBT, WAP, MMS, 2004 - 2006
      • b. Revenue Channels
    • iii. Hurray! Development Trends and 3G
      • a.Product Offering Enhancement: Acquisition and Strategic Investment
      • b. Product Diversification
• 5.3 Other Players
  • 5.3.1 Arena Mobile
    • i. The Company
    • ii. The Product
    • iii. The Development Trend: aNew Third Line of Business-Mobile TV
• 5.4 Analysis & Positioning of Chinese W-VAS Providers
  • 5.4.1 Composition of Revenue : W-VAS vs Non W-VAS
    • Figure 5.9: Revenue($m) by 7 Service Providers - W-VAS & Non W-VAS, 2005
    • Table 5.10: Revenue ($m) by 7 Service Providers - W-VAS & Non W-VAS, 2005
    • Figure 5.10: Service Provider Revenue Mix (%)- Advertising, Non Advertising, (Sohu, Sina, Net Ease)
  • 5.4.2 Strategic Diversification & Business Model Transformation
    • Figure 5.11: Hurray! Diversification Strategy-By Operator, Product Mix & Distribution Channel

6. Market Forecasts: 3G Market Size, Growth and Opportunities

• 6.1 Market Forecast Methodology
• 6.2 Industry Culture & Characteristics
  • 6.2.1 Disparity of Development in Cities
    • i. Quantifying Market Potential
      • Figure 6.1: Mobile Penetration Rate Comparison by Country(% unit/100 people) 2005
    • ii. Economic Disparity and the Impact on the Telecommunications Industry
      • a. Comparisons between Chinese Regions
        • Table 6.1: Chinese Fixed Line Penetration Rates(%), East,Central, West China, 2001-2006
        • Figure 6.2: Chinese Fixed Line Penetration Rates(%), East,Central, West China, 2001-2006
        • Figure 6.3: Chinese Mobile Penetration Rate(%), East,Central, West China, 2001-2006
        • Table 6.2: Chinese Mobile Penetration Rate (%), East Central, West China, 2001-2006
        • Figure 6.4: Top10 Mobile Subscriber Cities(m)in China in 2005
        • Table 6.3: Top 10 Mobile Subscriber Cities (m) in China in 2005
        • Table 6.4: Top 10 Cities for Telecom Fixed Asset Investment ($bn) in China in 2005
        • Figure 6.5: Top 10 Cities for Telecom Fixed Asset Investment ($bn) in China in 2005
  • 6.2.2 Economic Disparity and Impact on the W-VAS Market
    • a. Alcatel-Lucent Technologies-Research Study
      • Figure 6.6: Cites and Locations of East, West and Central China
• 6.3 Market Size
  • 6.3.1 Mobile Phone Subscriptian Forecasts for China
    • Figure 6.7: Chinese Mobile Phone Subscriber Forecast (m) & Growth(%) 2007-2012
    • Table 6.5: Chinese Mobile Phone Subscriber Forecast (m) & Growth(%) 2007-2012
    • i. Top 10 Cities
      • Table 6.6: Top 10 Chinese Cities by Mobile Subscribers (m) Forecasts, 2006-2012
    • ii. Guangdong Market
    • iii. Shandong Market
  • 6.3.2 China 3G Subscriber Forecasts
    • i. 3G Roll Out Plans & Priorities
    • ii Forecast Basis and Assumptions
    • iii. Estimates for the Chinese Regions & Cities
      • Figure 6.9: Chinese 3G Subscriber Forecasts (m) 2008-2012
      • Table 6.7: Chinese 3G Subscriber Forecasts (m)2008-2012
      • Table 6.8: Chinese 3G Subscriber Forecasts (m) for the Top10 Cities, 2008-2012
  • 6.3.3 Chinese Mobile Market Forecasts
    • Table 6.9: Chinese Blended Mobile ARPU Forecast($) 2007-2012
    • Figure 6.11: Chinese Blended Mobile ARPU Forecast($) 2007-2012
    • Figure 6.12: Chinese Mobile Revenue Forecasts ($bn)-Voice & Data, 2007-2012
    • Table 6.10: Chinese Mobile Revenue Forecasts ($bn)-Voice & Data, 2007-2012
  • 6.3.4 Chinese 3G Revenue Forecasts
    • i. 3G ARPU
      • Figure 6.13: Chinese 3G Blended ARPU Forecast($),2007-2012
      • Table 6.11: Chinese 3G Blended ARPU Forecast($),2008-2012
    • ii. Chinese 3G Revenues & Market Value
      • Figure 6.14: Chinese 3G Market Revenue Forecast ($m)- Voice & Data, 2008-2012
      • Table 6.12: Chinese 3G Market Revenue Forecast ($m)- Voice & Data, 2008-2012
• 6.4. Hot Applications
  • 6.4.1 Research Findings from Ericsson' s Chinese Research
    • i. Features Valued by Chinese Consumers
      • Table 6.13: Attractive data Services for Different Consumer Groups
    • ii. Enterprise Requirements
    • iii. Demand for Content
    • iv. Handset Requirements
  • 6.4.2 Alcatel-Lucent Chinese Research Study Findings
    • i. Enterprise Services in Demand
    • ii. Consumer Services in Demand
      • Table 6.14: Difference in Consumer and Enterprise Customers Requirements
  • 6.4.3 Mobile TV & Video Opportunity
    • i. Market Dryers
      • a. Mobile 365
      • b. The Enablers
      • c. Development Issues
        • Licensing
        • Technical Standards
        • Content
    • ii. Market Size & Competition
      • Figure 6.15: Chinese Mobile TV / Video Subscribers(m) and Revenue Forecast ($m), 2007-2012
      • Table 6.15: Chinese Mobile TV/ Video Subscribers (m) and Revenue Forecast ($m), 2007-2012
  • 6.4.4 Ringtones and Mobile Music
    • i. Market Drivers
      • a. Player Strategies & Developments
      • b. Piracy
    • ii. Value Chain
    • iii. Market Size & Growth
      • a. Mobile Music in W-VAS Sector
      • b. 3G Mobile Music Market Growth
        • Table 6.16: Chinese Mobile Music and 3G Mobile Music Market Forecast ($m), 2007-2012
        • Figure 6.16: Chinese Mobile Music and 3G Mobile Music Market Forecast($m), 2007-2012
  • 6.4.5 Mobile Games
    • i. Market Drivers
    • ii. Market Size & Growth
      • Figure 6.17: Chinese Total Mobile Games and 3G Games Market Forecast ($m), 2007-2012
      • Table 6.17: Chinese Total Mobile Games and 3G Games Market Forecast ($m), 2007-2012
  • 6.4.6 SMS Market
    • i. Market Drivers
      • Table 6.18: SMS Usage Volume (m) - China Mobile 2000-2005
    • ii. Market Size & Growth
      • Table 6.19: Chinese SMS Volumes (bn), 2003-2006
      • Figure 6.18: Chinese SMS/MMS Market Value and 3G SMS/MMS Market Value ($m), 2007-2012
      • Table 6.20: Chinese SMS/MMS Market Value and 3G SMS/MMS Market Value($m),2007-2012
  • 6.4.7 Location Based Services
    • i. deCarta
      • a. The Company and the Product
      • b. The Value Chain
        • Figure 6.19: Location Based Services - deCarta' s Value Chain
      • c. Market Entry
      • d. Pricing Model
    • ii. Market Drivers for LBS in China
    • iii. Market Size & Growth
      • Figure 6.20: Chinese Mobile LBS Subscribers (m) & Revenues ($m), 2007-2012
      • Table :6.21: Chinese Mobile LBS Subscribers(m) & Revenues($m), 2007-2012
• 6.5 Summary

7.Market Entry Strategy - Potential Barriers & Hurdles

• 7.1 An Emerging Economy in Transition
  • 7.1.1 MII Rule Changes for the VAS Market
    • i. The Changing Regulatory Environment for Mobile Value Added Services
      • a. Double Confirmation for Purchases
      • b. Subscriber Pricing & Service Reminder Requirements
      • c. Free Trial Period Requirements
  • 7.1.2 The Impact of Restrictions on the Exchange of Foreign Currency
  • 7.1.3 Intellectual Property & Copyright Issues
  • 7.1.4 Content Localisation
• 7.2 Business Culture
  • 7.2.1 Language
  • 7.2.2 Guanxi
    • i. What is “Guanxi”?
    • ii. “Guanxi” Strategy

8. Market Access and the W-VAS Value Chain

• 8.1.Operator Development Plans
  • 8.1.1 Direct Involvement of Content Providers
    • i. Alliances & Partnerships
  • 8.1.2 New Service Strategy
    • i. Mobile Banking
• 8.2 Implications for the W-VAS Value Chain
  • Figure 8.1: Phase 1: The Generic Model of the Chinese W-VAS Value Chain
  • Figure 8.2: Phase 11: The Generic Model of the Chinese W-VAS Value Chain
  • Figure 8.3: The Generic Model of Chinese W-VAS Value Chain - The Evolving New Model for Telecom Operators
  • Figure 8.4: China Power Distribution in the Evolving Value Chain
  • Figure 8.5: The Generic Model of Chinese W-VAS Value Chain - The Evolving Model for W-VAS Providers
  • Figure 8.6: China Power Distribution for Service Providers Evolving Model
  • Figure 8.7: The Generic Model of Chinese W-VAS Value Chain - The Evolving New Model for the W-VAS Market
  • 8.2.1 Gaining Market Access-Strategic Alliance and the Value Chain

9.Opportunity Appraisal

• 9.1 Handset Market
  • 9.1.I Handset Production in China
    • i. The 3G Opportunity
      • Figure 9.1: Chinese Mobile Handset Market Shipment (m) Forecast 2007-2012
      • Table 9.1: Chinese Mobile Handset Market Shipment (m) Forecast2007-2012
  • 9.1.2 Leading Handset Manufacturers in China
    • Figure 9.2:Top 5 Mobile Handset Manufacturers in China, Output Volume(m)1H2006
    • Figure 9.3:Top 5 Mobile Handset Manufacturers in China, Handset Sales Volume 1H 2006, Domestic Shipment vs. 1H 2006 Export Shipment (m)
    • Table 9.2: Top 5 Mobile Handset Manufacturers in China, Output Volume(m) 1H 2006
• 9.2 Case Study: Ericsson China
  • 9.2.1 The Company
  • 9.2.2 Service Layer and Systems Integration Unit
  • 9.2.3 Key 3G Opportunities
    • i.Public Safety Solutions
    • ii.Service Delivery Platform(SDP)
    • iii. An Aggregator
• 9.3 Case Study: BT Movio
  • 9.3.1 The Company & its Role in China
  • 9.3.2 The Projects: Innovation and Manufacturing Outsourcing
    • i. Innovation and Flexibility
      • a. ZTE Agreement
    • ii. Mutual Benefits
• 9.4 Case Study: DiBcom
  • 9.4.1 The Company
  • 9.4.2 The Project: Specialised ICT Components Outsourcing
    • Figure 9.3: The Value Chain (DiBcom)
• 9.5 Case Study: GSR Ventures
  • 9.5.1 The Company
  • 9.5.2 Projects

10. Market Entry and Future Outlook

• 10.1 Market Entry Models
  • 10.1.1 Market Entry Model
  • 10.1.2 Lengthy and Complicated Application Process
    • Figure 10.1: VAS Licence Applications Process
    • Figure 10.2: Market Entry Model through Partnerships
  • 10.1.3 Two Forms of Investment: JV vs. WFOE
    • Figure 10.3: Kongzhong' s Organisational Structure
    • Figure 10.4: Market Entry Model: WFOE
• 10.2 Industry Outlook
  • Figure 10.5: Triple Play
• Appendix 1: Web Addresses for Companies Included in Report

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