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Abstract: Mobile TV As a new value-added services by telecom industry attention. With good prospects for development. Based on the analysis of the mobile TV industry chain link function, based on the collaborative approach, combined with the profit model of mobile TV, for the three kinds of operation mode are analyzed and compared, and for our development of mobile TV business models and future trends. 1 Introduction “Still holds partly concealed, long-awaited”, discussed more than ten years of our third-generation mobile Communicate (3G) license finally in January 7, 2009 unveiled the three technical standard TD-S CD MA, CDMA2000, WCDMA, respectively “Whispering,” China Mobile, China Telecom and China Unicom. This indicates that China has officially entered the 3G era. 3G technology, making data transfer speeds are significantly improved, can achieve a truly mobile Broadband That can quickly handle images, music, video streaming and other forms of media. This will become a powerful mobile TV industry booster. However, just as Rogers in the “innovation diffusion” in the words, “a new, advanced technology or methods can not count on a wide range of potential consumers to realize the interests of its so-called obvious, it is a social process that involves human values, consumption habits, life experiences and even interpersonal influences, it is the whole social system to change the structure and function of the process. ” Therefore, a new industry with technological innovation alone is not enough, it needs content updates and business model innovation. And according to well-known American economist Douglas C North of the new institutional economics theory, technological progress, industrial growth is an outward manifestation of gene-based system, industry, business model innovation is the key to development. For the mobile TV industry, the business model makes good New Media Rapid and effective technology diffusion, “the content industry and make the perfect combination of digital communications technology to achieve true”, but also enable service providers, operators, consumers realize the equal profit sharing, multi-win-win situation. In view of the mobile TV industry unsatisfactory reality, how will the viewing audience psychology, consumer habits and the spread of the inherent characteristics of mobile TV, the organic integration, creating more complete business model, a mobile TV production in China in the very process of development of practical significance and are wanting to resolve the issue. 2 Analysis of China’s mobile TV industry chainSo-called chain refers to a number of related economic activities, sectors of economic activity based on the inherent technical and economic relevance, the objective form a chain, the chain end to end relationship patterns. And general business compared to the industry chain, mobile TV industry chain across multiple industries, and involves a number of participation in the main, relatively complex shape. Shown in Figure 1, the industry chain mainly includes content production, content integration, network operators, terminals and system support five areas. A complete industry chain mainly by the content providers, service providers, mobile operators, systems technical support providers, Terminal Equipment Manufacturers and users formed consumer group. Figure 1 (1) content providers Function of the content provider role is to provide rich mobile TV business programs attractive source to meet the different tastes of the viewing needs of mobile TV users, specifically including format conversion, planning theme, needs investment and shooting Make . It is an important position in the industrial chain, mobile TV industry in the upstream, including the traditional Radio and TV Taiwan, program production companies and advertising agencies, such as CCTV, Siebel companies, light media. Collection of content providers can be divided into content categories and content creation category. Creative class content providers is the various data sources. Collection of class content providers are responsible for collecting and processing the creative class provider of complete range of information resources, data collected for further technology and image processing, and then sold to the next chain link? Service provider. (2) service providers Service provider dedicated to providing independent of specific network services, content providers are responsible for the development of integrated content format, sorted and packaged into the requirements for mobile TV content. Then according to the characteristics of different customer needs, expand the promotion and marketing. Service provider’s core competency is the user needs to grasp the psychological and channel integration. Service provider means the development of content, including copyright buyout, integrated content partners and their investment into shooting three models. End-users through mobile operators obtained from the service provider of various application services, service delivery is the direct link for the user. It is China’s mobile TV industry chain in a rather unique aspect of outside, the new media industry is highly competitive service provider’s task generally borne by the network operator. (3) mobile operator Major mobile operators, mobile transmission network to ensure the maintenance and operation, their functions, including mobile network construction camp maintenance, platform construction and maintenance operations, the overall promotion of value-added services for service providers, Shang billing, collection of fees. It was on a layer of service providers to provide a guaranteed platform for business operations, but also directly to users, dominates upstream and downstream cooperation. Advantage of mobile operators have the necessary transmission network business, business platform, billing capabilities and marketing channels, and fees. And because mobile TV services and mobile operators and other mobile value-added services have a lot of common ground, which can easily be transplanted into these core capabilities of mobile TV industry, construction, and thus the development of mobile operators as mobile TV business is very positive. (4) system technical support provider System support the main function of business is to combine the current network environment for mobile operators to provide customer satisfaction in the audio and video quality and smooth mobile TV broadcast equipment, ensuring equipment can be the future number of terminals with the continued expansion and upgrade. Specifically, its the one hand, for mobile operators to develop and deliver network equipment to make the network capable of delivering mobile value-added services; on the other hand is a mobile terminal manufacturers and real-time playback software codec software, and to develop their own streaming media solutions. System of general and technical support service provider or mobile operator directly linked, although the edge in the industry chain, it is essential.
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Topics: business operation in china mobile, mobile tv business model, mobile TV business models, values to business operations with china mobile