Price: $ 3000	Date: 2008/09/06
Pages: 105	Charts: 75
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In 2007, diversification of mobile VAS businesses and extension of industry value chain challenge the originally single business model and the market enters into business model exploration stage. Although there are many market participants in this stage, potential demands of users haven't been exploited sufficiently. The parallel development of various business models and the homogeneity of products and content result in a fiercer competition, some business models and participants have been washed out.

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page 6 I. Background of the 7th Survey on China Internet Users¡¯ Consumption Behavior
page 8 II. Methodology
page 9 ¢ó. Definitions
page 11 ¢ô. Summary
page 13 ¢õ. Contents
page 13 1. Classification of Mobile VAS Business and its System
page 13 1.1 Definition and Classification of Mobile VAS Business
page 15 1.2 Mobile VAS System
page 17 2. Analysis of Development Environment and Hot Events of China VAS Business
page 17 2.1 Analysis of Macro Development Environment of China Mobile VAS Business
page 20 2.2 Analysis of Hot Events of China Mobile VAS Market in 2007
page 22 3. Development of China Mobile VAS Industry
page 22 3.1 Value Chain Structure and Development Trends of China Mobile VAS Industry
page 23 3.2 Analysis of Development Cycle of China Mobile VAS Industry
page 24 3.3 Key Factors Influencing the Development of China Mobile VAS Industry
page 27 4. Present Situation of China Mobile VAS Market
page 27 4.1 Market Size
page 29 4.2 User Base
page 31 5. Development of China Mobile VAS Submarket
page 31 5.1 SMS Market
page 31 5.1.1 Analysis of Development Status of SMS Market
page 32 5.1.2 Analysis of Development Trends of SMS Market
page 35 5.2 MMS Market
page 35 5.2.1 Analysis of Development Status of MMS Market
page 36 5.2.2 Analysis of Development Trends of MMS Market
page 38 5.3 WAP Market
page 38 5.3.1 Analysis of Development Status of WAP Market
page 39 5.3.2 Analysis of Development Trends of WAP Market
page 42 5.4 IVR Market
page 42 5.4.1 Analysis of Development Status of IVR Market
page 43 5.4.2 Analysis of Development Trends of IVR Market
page 46 5.5 CRBT Market
page 46 5.5.1 Analysis of Development Status of CRBT Market
page 47 5.5.2 Analysis of Development Trends of CRBT Market
page 50 5.6 JAVA Market¡­.
page 50 5.6.1 Analysis of Development Status of JAVA Market
page 51 5.6.2 Analysis of Development Trends of JAVA Market
page 53 5.7 BREW Market
page 53 5.7.1 Analysis of Development Status of BREW Market
page 54 5.7.2 Analysis of Development Trends of BREW Market
page 56 6. Analysis of Mobile Operators¡¯ VAS Operation
page 56 6.1 Analysis of CMCC¡¯s VAS Business
page 56 6.1.1 Operating Performance Analysis
page 58 6.1.2 Operating Strategy Analysis
page 61 6.2 Analysis of China Unicom¡¯s VAS Business
page 61 6.2.1 Operating Performance Analysis
page 62 6.2.2 Operating Strategy Analysis
page 64 7. Analysis of Future Development Trends of Mobile VAS Market
page 64 7.1 Analysis of Development Trends of Mobile VAS Market
page 65 7.2 Analysis of the Development of Hot Mobile VAS Businesses in Future
page 65 7.2.1 Analysis of Mobile IM Development
page 72 7.2.2 Analysis of Mobile Email Development
page 77 7.2.3 Analysis of Mobile Search Development
page 82 7.2.4 Analysis of Mobile TV Development
page 88 8. Suggestions for the Development of China VAS Business
page 88 8.1 Suggestions for Operator
page 90 8.2 Suggestions for SP
page 91 9. Core Survey Data on VAS Users in 2007
page 91 9.1 Research on the Attributes of Mobile VAS Users in 2007
page 91 9.1.1 Age Distribution of Mobile VAS Users
page 92 9.1.2 Education Level of Mobile VAS Users
page 93 9.1.3 Monthly Income of Mobile VAS Users
page 93 9.2 Usage Behavior Research on Mobile VAS Users in 2007
page 93 9.2.1 Average Monthly Expense of Mobile VAS Users on Mobile Fees
page 93 9.2.2 Types of Mobile VAS Used by Users in 2007
page 93 9.2.3 Channels through which Users Obtain Mobile VAS Information in 2007
page 96 9.3 Research on WAP Usage Behavior in 2007
page 96 9.3.1 Why Use WAP
page 96 9.3.2 Service Types Used by WAP Users
page 97 9.3.3 Factors Influencing User¡¯s Choice of WAP Websites
page 98 9.3.4 Frequency and Time of WAP Usage
page 101 9.4 Influence of Olympics 2008 on Users¡¯ Behavior of Using Mobile VAS
page 101 9.4.1 Influence of Olympics 2008 on Users¡¯ Change of Mobile Phone
page 101 9.4.2 Demands for Olympics-related Services by China Mobile VAS Users
page 102 9.4.3 Users¡¯ Acceptance for the Forms and Types of Wireless Olympics Ad
page 105 Disclaimers