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Article by hi joiney

Recently, China Mobile Read the markets caused widespread concern in the firms, from a China Mobile Telecom operators, led to big content providers to the Internet led to Founder, Hanwang led Electronic Reader manufacturers have put efforts Mobile Reading the market, the influx of competitors in all areas will inevitably lead to fierce competition in the market.



Analysys analysis: Analysys International (Analysys International) believe that China’s mobile phone to read the market 3G Environment with three favorable factors:



With customers, capital, operating power to join a strong dominant China Mobile, the mobile phone industry into the tonic of reading;



Rich resources of the Internet content companies such as Shanda Literature reading and the traditional paper-based publisher will bring the addition of innovative mobile phone to read the contents of the source;



China Mobile phone Internet users read the Cognition rising, according to Analysys International Enfodesk industry database, the “China Mobile Market User Survey Report 2009 Applications” Research shows that mobile phone users to read is the most frequently used mobile Internet application, accounting for than 24%.



, However, read the Bank on the occasion of mobile phones, Analysys International (AnalysysInternational) analysis, the Chinese mobile phone market should calm reading of the three aspects.



First, the mobile phone industry chain has not yet read the building completely. Read the industrial chain, including mobile terminal manufacturers, network operators, content providers, telecom operators and other subjects, as the main profit-maximizing industry chain is more complex and mature, not a uniform and orderly operation system, thus affecting mobile reading platform operators and content of the scale of the development of digital development.



Second, the contents of resources are not consistent with business model development. Japan’s mobile phone from the perspective of reading development mode, the phone can read the content providers start from the business model, production will meet the user needs a strong content of paid products, such as romance, fantasy novels, this, Japanese mobile phone novel not only the rapid development and better earnings prospects. Reading from the current situation of China’s mobile phone, many content providers will not meet the user creation consumer tastes the product as a primary task, but too busy to read in the mobile phone market, “enclosure”, not the user experience aspects of the formation of apparent consumption The word of mouth.



Again, read in the 3G era of mobile positioning is unknown. Because China is not a 3G mobile phone to read the product of the times, as early as 2G, 2.5G has already produced this will be located in the 3G mobile phone to read the killer application is not accurate enough, but should not be read as a cell phone in the mobile Internet strategy of conquering a city 1. Positioning is not clear, easily led to terminal manufacturers, content providers, telecom operators and other industry chain of the main fixed on market share, while ignoring their own in the industrial chain in the responsibilities. In the November 5



successful conclusion of the “2009 Second Analysys new media Marketing Annual Meeting “on Analysys International mining and marketing of elite in-depth marketing potential of the Internet, the bottleneck for the breakthrough business model made a number of Solutions. 2010, Analysys International will launch the tenth anniversary of the establishment of mobile Internet and new Media marketing of a series of activities, the Internet and Internet-based efforts to promote healthy and rapid development of the market.



Analysys suggestions:



Chinese mobile phone industry chain participants read the “hot” competition, we should keep a cool head in the industrial chain in the respective responsibilities, their duties, the establishment of fair and open Cooperation Win-win industrial chain, jointly overcome the development of early reading profitable mobile content, such as the plight of the terminal, to promote the healthy development of mobile phones to read the market.

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