2. Mobile value-added services are services that mobile operators can choose to use on the basis of mobile basic services (voice services) for different user groups and market demands. Mobile value-added service is the result of market segmentation, which fully taps the potential of mobile network and meets the various needs of users, so it has achieved great success in the market. For example, prepaid services (Shenzhouxing, Ruyitong) and short message value-added services (Monternet, China Unicom) have many users and have become the main brands of operators. Mobile value-added services have become the most important link in the value chain of mobile operators, with broad market prospects and huge demand. It is predicted that the mobile value-added service market in China will grow by more than 30% every year.
Mobile commerce refers to a new e-commerce mode that transmits data through mobile communication network and uses mobile terminals to participate in various business activities. Enterprise mobile commerce services include not only mobile banking, mobile payment, mobile marketing, mobile new product inquiry and other services, but also mobile application solutions tailored for enterprises, which can greatly improve the operational efficiency and marketing ability of enterprises.
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Telecom value-added services refer to additional communication services developed by relying on the resources of public telecommunication network and other communication equipment, and its realized value increases the economic benefits or functional value of the original network. Sometimes called enhanced services.
Value-added services can be roughly divided into two categories: first, services in the form of value-added networks (VAN). Value-added network can make use of special equipment such as switches and computers in this department to form a private network with transmission equipment rented from public network to meet the needs of this department. For example, a fax store-and-forward network composed of leased high-speed channels, a conference television network, a private packet switching network, a virtual private network (VPN), etc. The second is the business in the form of value-added services. Refers to the services developed beyond the basic services of the original communication network (telephone and telegraph services), such as database retrieval, data processing, electronic data exchange, e-mail, electronic directory search and electronic file transmission.
At present, the main value-added services opened by China Telecom online are:
(1) e-mail, also called e-mail. The latest generation of e-mail box is message processing system (MHS), which can realize the interoperability between heterogeneous computers. E-mail provides users with a way to obtain and transmit messages, data, charts or other forms of written information, usually through packet-switched data networks, or through telephone networks or telex networks.
(2) videotex. As an additional value-added service for telephone users, it can retrieve all kinds of text, image (color) information according to needs through the interconnection between the public telephone network and the database on the packet-switched network, and can also be used as the terminal equipment of e-mail.
(3) Electronic data exchange. It is also called "paperless trade" because computers are used for trade or information exchange in accordance with prescribed formats and protocols. It is the most modern means of trade in developed countries and has been adopted by many countries. The "Golden Gate" in the "Golden Word" Project implemented in China is the development and application of EDI in China.
(4) fax storage and forwarding. It is a device that stores and forwards users' fax signals or has the function of fax retrieval information through a computer, and provides users with high-performance fax services. Usually, private line or public packet network is used to provide busy retransmission, multicast or broadcast transmission, scheduled delivery, voice prompt inquiry, fax/telex conversion and other services for users on the telephone network. Fax Store-and-Forward is a kind of non-real-time communication, and its circuit utilization rate can be increased by more than five times, so it is a promising service.
(5) Online database retrieval. A data terminal or PC is connected with various information databases through a telecommunication network. With the support of retrieval software, users can obtain the required information and data conveniently and quickly. In addition to searching the database directly, users can easily find the required database through the intermediate computer system. Its application range is very wide, such as scientific and technological information retrieval, news, finance, stocks, futures, flights, trains and other public services, and it is also used in various professional databases such as books, chemicals, light industry and petroleum.
(6) The Internet, also known as the Internet. It is the largest computer internet in the world, and it is also an open value-added service by using the existing communication network and computer resources. In recent years, the network has developed from a scientific research and education network to a commercial network. At present, it has connected 150 countries and regions, more than 40,000 computer networks, nearly 4 million computers and more than 35 million users. In order to meet the needs of domestic users, the Ministry of Posts and Telecommunications takes Beijing, Shanghai and Guangzhou as national import and export bureaus and connects with the Internet in the United States. Users can access the Internet in China through telephone network, public packet switched network, e-mail system or private line. Nanet, communicate with internet users at home and abroad. On this network, users can be provided with e-mail, file transfer, database retrieval, remote information processing, data query, multimedia communication, electronic conference, image transmission and other services.
(7) Voice information service. Provide users with voice information services through voice platform, such as 160 artificial auxiliary information station, 168 automatic voice message service, 166 voice mail box, etc. The service scope covers news, sports, science and technology, finance, securities, real estate, medical care, entertainment, transportation, shopping guide, tourism, talent exchange, hot spot tracking and so on.
Other services, such as "200" calling card service, "800" collect service, virtual private network (VPN) service and centralized PBX service. , are all value-added services. Some new value-added services, such as frame relay service, video conference and video on demand, are also booming.
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3. Value chain of future mobile value-added services
Different consulting institutions and experts have different views on the description of the value chain of mobile data services, and we also discuss this issue based on the current development of global mobile data services. First of all, we believe that the future mobile communication service should be regarded as an organic combination of two completely different industries: mobile voice industry and multimedia/content industry. It is not easy to integrate these two industries. On the contrary, the integration process between media-based companies and technology-based mobile voice industry will cause many complicated problems. Generally speaking, the future mobile communication value chain can be divided into six links, and the main functions of each link are as follows.
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