Cover Image


Case Study: Tencent's Mobile Strategy

出版商 Analysys Mason 商品編碼 307731
出版日期 內容資訊 英文 PPT and PDF (28 slides)
商品交期: 最快1-2個工作天內
Back to Top
案例研究:騰訊的行動策略 Case Study: Tencent's Mobile Strategy
出版日期: 2014年07月11日 內容資訊: 英文 PPT and PDF (28 slides)

騰訊是中國的主要「一站式」網際網路入口網站。2014年3月時全球每月有效用戶(MAU)在QQ IM服務為8億6,800萬人,Qzone社群網路為6億4,400萬人,並且在WeChat(在中國是Weixin)OTT通訊應用為3億9,600萬人,目前先進休閒遊戲用戶平均為690萬人。



  • 騰訊的KPI(主要業績評估指標)的詳細分析、提案
  • 對業者的影響
  • 與中國、全球主要對手比較的騰訊競爭分析
  • 騰訊的優勢、弱點、機會、威脅(SWOT)的分析及關注行動活動的數位經濟中,騰訊的展望評級

Tencent has used free OTT communication app WeChat to establish a significant mobile Internet user base and lead users to other monetisable services.

Tencent is the leading 'one-stop shop' Internet portal in China, having gained substantial scale across a range of activities. Its QQ IM service had 868 million monthly active users (MAUs) worldwide as of March 2014, its Qzone social network had 644 million MAUs, its WeChat (known as Weixin in China) OTT communications app had 396 million MAUs, and its advanced casual games had an average of 6.9 million concurrent users.

This Viewpoint provides:

  • detailed analysis of some of Tencent's key performance indicators (KPIs) and propositions
  • implications for operators
  • a competitive analysis of Tencent compared to its main rivals in China and worldwide
  • an analysis of Tencent's strengths, weaknesses, opportunities and threats (SWOT) and a scored rating of Tencent's prospects in the digital economy, with a focus on mobile activities.

About the authors

Cesar Bachelet (Senior Analyst) Cesar has more than 25 years' experience of the telecoms industry, and specialises in multi-play services, with a focus on traditional pay-TV and over-the-top (OTT) video services, as well as emerging services and devices within the digital home. He has also conducted research and delivered presentations on a wide range of topics, including fixed and mobile voice and broadband services, as well as bundling and convergence strategies. Cesar contributes to various Consumer services research programmes, primarily Fixed Broadband and Multi-Play, Next-Generation Services and Digital Economy. He is also involved in various media-focused consulting projects.

Before joining Analysys Mason, Cesar worked for various analyst companies, including Ovum. Prior to this, he worked for telecoms operator BT, where he held a range of positions, including Competitor Analyst in the Consumer Division (now BT Retail) and Market Analyst in BT Ignite's Application Service Provision (ASP) unit (now BT Global Services), for 14 years.

Satvik Singhania (Research Analyst) Satvik joined Analysys Mason in 2012 as a Research Analyst in the Singapore office and works on our Asia-Pacific research programme. He has taken part in and led a number of key research projects as well as been involved in examining and forecasting the overall size of the telecoms market in developed and developing Asia-Pacific and producing market reports for various Asian countries. Before joining Analysys Mason, Satvik was a strategy and risk management consultant at Dragonfly, where he oversaw a number of projects in alternative energy investments for an oil major. Satvik has a degree in Economics and Finance from the Singapore Management University.

Table of Contents

  • Executive summary
  • Implications for operators
  • Tencent's strategy and business model
  • Assessment of Tencent's prospects
  • About the authors and Analysys Mason
Back to Top