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Emerging Market Success: Learning from 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 incentives or means to compete and innovate beyond the constraints of Government-defined strategies. With low ARPU, huge user base, low penetration and high growth, China shares many characteristics with other developing countries and markets, differing from more mature ones such as Japan, the US and Europe.

This report focuses on what has been done right in China that can provide insight for operators addressing similar market conditions elsewhere. The report concludes with recommendations for developing market MNOs concerning which segments to prioritise and how to maximise the benefit they can derive from addressing them.

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Table of Contents


1
OVERVIEW
1
2
INTRODUCTION
2
2.1
Market Overview
2
2.2
Report Content
2
2.3
Currency and Conversions
3
3
GOVERNMENT ROLE, OBJECTIVES & POLICIES
4
3.1
Overview of China
4
3.2
Five Year Plans
4
3.3
The Role of the Government
5
3.3.1
Directing Player Strategies
5
3.3.2
Encouraging Rural Technology Deployment
5
3.3.3
Supporting Technology Development
5
3.3.4
Encouraging Flexibility in Supply
6
4
MARKET BACKGROUND
7
4.1
China's Economy
7
4.2
Overall Market Size
9
4.3
Market Players
10
4.4
Current Telecoms Sector Reorganisation
12
4.5
An Unbalanced Market
13
5
MOBILE MARKET CHARACTERISTICS
15
5.1
Average Revenue Per User
15
5.2
Voice Usage
15
5.3
Data Services
16
5.3.1
Overview
16
5.3.2
China Mobile Data Services
17
5.3.2.1
China Mobile's First-Tier Services
18
5.3.2.2
China Mobile's Second-Tier Services
18
6
M-ZONE
20
6.1
A Youth-Focused Offer
20
6.2
M-Zone in Context - Market Background
20
6.3
Objectives for M-Zone
23
6.4
M-Zone Marketing Approach
23
6.4.1
The M-Zone Brand
26
6.4.2
Distribution - The M-Zone Brand Store
27
6.5
M-Zone Services
28
6.6
M-Zone Success
32
6.7
Key Success Factors
33
7
DEVELOPING THE RURAL MARKET
37
7.1
Rural Market Background
37
7.2
China Mobile Rural Area Strategy
40
7.3
Rural Impact on China Mobile Performance
43
7.4
Specific Rural Service Examples
44
7.4.1
Prepay Mobile Payment Service from China Unicom
44
7.4.2
"Agriculture Space Time" from China Unicom
46
7.4.3
Nongxintong - Agriculture Information Access from China Mobile
47
7.4.4
Animal Tracing Barcode Technology from China Mobile
50
8
CONCLUSIONS AND RECOMMENDATIONS
51
8.1
Introduction
51
8.2
The Youth Segment
51
8.3
Rural Market Development
52