IResearch found that the transformation from voice service to data service prompted operators to focus on developing mobile Internet. The introduction of mobile value-added services such as WAP by operators has played an important role in enhancing users' awareness and cultivating users' habit of surfing the Internet on their mobile phones. In the era of narrowband mobile Internet, users mainly access WAP sites to obtain information services through 2.5G mobile communication technologies such as GPRS/EDGE. In addition to Monternet, the rapid development of free WAP websites provides users with more diversified choices and promotes the growth of user scale.
The commercialization of 3G has started the evolution of mobile Internet from narrowband to broadband. At present, the 3G market is in the incubation period, and 3G network coverage and terminal price are the basis for the growth of user scale. The low coverage of 3G network, high terminal price and high tariff standard restrict the development of user scale. Limited user scale can not form a user base to promote the rapid development of 3G services. Nevertheless, operators adopt active marketing strategies to fully prepare for the future competition of broadband mobile Internet: on the one hand, they compete for the 3G user market through scale promotion and tariff adjustment, on the other hand, they guide users to make a smooth transition from 2G to 3G.
Due to the limitation of mobile bandwidth resources, high tariff standards reduce users' willingness to experience 3G. With the evolution and development of 3G LTE, the improvement of base station bandwidth capacity and carrying capacity will greatly reduce the tariff, thus reducing the user's sensitivity to the tariff. Of course, whether to implement unlimited traffic and affordable monthly tariffs depends entirely on the marketing strategy of operators. The continuous improvement of the mobile Internet environment has further promoted the rapid development of mobile Internet services. Rich and high-quality application services will promote the growth of user scale, thus forming a virtuous circle of industrial development. The realization based on 3G LTE will promote the breakthrough growth of mobile Internet users.
In the future, 4G will change the order of magnitude of mobile bandwidth and lead the development direction of broadband mobile Internet industry. The degree of network integration is further deepened, and diversified access methods, terminal integration and service integration will provide users with seamless information services. User-centered model innovation and rich application services will play an important role in promoting the growth of mobile Internet users.
Trend 2: User-centered is the development direction of mobile Internet.
According to the research of iResearch, the IP transformation of the telecommunications industry is the result of the interaction between the Internet impact and the evolution of communication technology. It is the long-term practice direction of operators to establish a manageable IP network and form the core control of the industrial value chain. In the face of increasingly fierce market competition, operators have implemented a strategic transformation from voice services to data services, which determines that mobile Internet has become the focus of competition among operators. The mobile Internet is going through a process from closed to open. In the future, the mobile Internet will develop into an open network that can provide voice, data and multimedia services at the same time. In the process of this change, operators realize that it is more important not only to provide access services, but also to meet users' demand for on-demand services and constantly create value for users. This driving force, which focuses on users' needs and experience, has changed the old mode of operators' emphasizing operation and neglecting service, and reshaped operators' business philosophy and values.
Facing the huge potential value space of the mobile Internet, terminal manufacturers and information service providers began to actively deploy the mobile Internet. Accurately grasping the needs of users and carrying out service innovation with users as the center are the key factors to promote the rapid growth of terminal manufacturers and information service providers. Compared with terminal manufacturers and service providers, operators have the advantage of providing users with comprehensive services, including customized terminals, voice and data services, billing and other comprehensive services to meet the diverse and personalized needs of users. The open development concept and effective comprehensive services determine the expressive force of operators in mobile Internet application services.
Trend 3: The mobile Internet forms a three-legged competition pattern.
With the evolution of mobile communication technology, the value chain of mobile Internet is constantly evolving and developing. In the past, operators occupied the value chain system of the whole mobile communication industry. In the 2G era, based on the improvement of mobile bandwidth and the enhancement of terminal functions, mobile value-added services have promoted the development of mobile Internet. The arrival of 3G provides users with richer mobile Internet services, and the mobile Internet industry chain is developing in the direction of market segmentation, differentiated competition and personalized service. More new entrants, such as content service providers, software service providers and chip manufacturers, have carved up the value chain system monopolized by the original operators.
Faced with the huge value space generated by the convergence of mobile communication and Internet, terminal manufacturers and information service providers such as Nokia, Apple, Microsoft, Google and Tencent have begun to make strategic deployment and market layout in the mobile Internet. These non-traditional telecom competitors pose a strong challenge to the traditional core position of operators.
According to iResearch, the rapid development of the telecommunications industry in the past benefited from the absolute control of operators over the entire industrial value chain. The convergence trend of mobile communication and internet forces operators to prepare for the fierce competition in all links of the value chain. After rapid growth in their respective fields, new competitors have developed into the most dynamic and competitive leading enterprises. Strong brand influence, huge user scale, efficient product research and development capabilities, focus on user experience, understand user needs, and enhance the competitive strength of new competitors.
The three game forces of operators, terminal manufacturers and information service providers have formed a tripartite competition and cooperation pattern of mobile Internet. On the one hand, operators should deal with the competition in various fields such as network, terminal and business, on the other hand, they should carry out extensive industrial cooperation in application services and channel expansion.
The competition in the terminal market is essentially to compete for the commanding heights of future business. The competitors of terminal manufacturers are increasing day by day, and information service providers and consumer electronics manufacturers such as Google and Apple have entered the terminal market in a big way. Mobile phone chip and mobile phone operating system are the core areas of mobile phone terminal market competition.
With the successful practice of rich application services such as VoIP, search, e-mail, Web2.0, flexible business model and accumulated huge user scale, Internet companies have entered the mobile Internet field in an all-round way, on the one hand, extending brand influence, on the other hand, realizing cross-platform business expansion.
Trend 4: Revenue sharing has become the mainstream cooperation mode of mobile Internet.
Monternet is the best practice for China Mobile to implement revenue sharing policy. Revenue sharing has become a link between operators, service providers and content providers. The concept of revenue sharing is mainly reflected in the flat and open operation and construction of platform services, and the products and services connected to the platform are completed by professional production institutions, thus ensuring the high quality and low cost of products and services. Through the incentive mechanism of revenue sharing, the enthusiasm of employees to provide quality services is fully mobilized, and the initiative of service providers to participate in platform operation is enhanced.
In addition to operators, information service providers are also actively exploring the cooperation mode of revenue sharing. The main income of operators and information service providers comes from user fees and enterprise fees respectively. After years of commercial operation and customer accumulation, information service providers such as Google and Baidu have rich advertiser resources and advertising service experience. Information service providers, operators and terminal manufacturers effectively integrate advertiser resources and user resources to achieve revenue sharing and win-win cooperation based on the grasp of consumer demand and accurate advertising marketing.
Trend 5: Mobile Internet services are diversified, differentiated and personalized.
Technical ability and market demand * * * promote the development of mobile Internet services: from text format, ringtone pictures, WAP surfing, personalized customized services to MMS services. Early mobile value-added services represented by short message service have played an important role in the development of mobile Internet. At present, mobile broadband and smart phones have become the main driving forces for the innovation and development of service content. Mobile search, mobile IM, mobile SNS, location service LBS and mobile games are welcomed by more and more users. After the integrated development of terminals, the development of mobile phone terminals tends to be closer to users, mainly to meet individual needs. The highly personalized characteristics of mobile terminals determine the necessity of diversification, differentiation and personalization of mobile Internet services.
The long-term goal of the development of mobile Internet is to provide seamless mobile information services for individuals and enterprise users, and make mobile Internet the core of social production and life. Whether in the office, at home or in the field of production and circulation, individuals and business users can obtain information services efficiently, conveniently and at low cost under different demand scenarios. Mobile Internet services, such as satellite navigation, mobile positioning and machine identification, have great social and commercial value and will form a driving force to change people's production and lifestyle in the future. Driven by market demand, diversified, differentiated and personalized services will surely dominate the future development direction of mobile Internet services.
Trend 6: The mobile Internet is moving towards openness, collaboration and sharing.
Openness, collaboration and sharing are the core values of the Internet. Facing the impact of the Internet model, operators need to learn from the best practices of the Internet model and lead the development of the mobile Internet on this basis. Building an open platform, integrating Internet application services, innovating business models, and improving the service capabilities of industrial chains are issues that operators actively explore and think about.
Network evolution and technological progress are the key factors to promote the openness, cooperation and sharing of mobile Internet. Terminal standardization is the basis to reduce the complexity and cost of application service development. Open access and open standards have formed the foundation to promote the rapid development of mobile Internet services. The sharing of traffic, technology, equipment and revenue has promoted the positive feedback of the whole mobile Internet industry into a virtuous circle. An open and dynamic market has created conditions for large-scale cooperation among various industrial sectors in the mobile Internet value chain.