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Mobile Content Market Development in China

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.

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Table of Contents


1
Overview
1
2
Introduction
2
2.1
Market Overview
2
2.2
Report Content
2
3
Chinese Market Background
3
3.1
Chinese Network Operators
3
3.1.1
Network Environment
3
3.1.2
China Mobile
4
3.1.3
China Unicom
4
3.1.4
China Telecom
5
3.1.5
China Netcom
5
3.2
The Long Wait for 3G
5
3.3
Value-Added Service Market
5
3.4
The Handset Market
6
4
Mobile Content Market
7
4.1
Definitions
7
4.2
Mobile Content Value Chain
8
4.3
Operators' Mobile Content Strategies
8
4.4
Chinese Operators' WVAS Performance
9
4.5
MNO Portals
10
4.5.1
China Mobile
11
4.5.2
China Unicom
11
4.6
Analysis by Service
13
4.6.1
Messaging VAS
13
4.6.2
Voice VAS
13
4.6.3
2.5G VAS
13
4.7
How to Buy Mobile Content
14
5
Mobile Content Key Players
15
5.1
Leading SPs Dominate the Market
15
5.2
Tom Online
17
5.3
Sina
18
5.4
KongZhong
18
5.5
Linktone
18
5.6
Tencent (QQ)
19
5.7
Hurray!
20
5.8
Sohu
20
5.9
NetEase
20
6
Market Trends and Perspectives
21
6.1
High Growth Sector
21
6.2
Survival Difficulties for SPs
21
6.3
Will the Ministry Stop Operators' Hegemony?
22
6.4
User-Generated Content (UGC)
22
6.5
Mobile + Internet + TV
23
6.6
Innovations in the Market
24
6.7
Foreign Direct Investments in WVAS
25
7
Conclusions and Lessons from China
27