易观咨询公司关于国内短信市场的分析.ppt

June, 2003
移动增值服务市场的机会何在? ——给移动增值服务市场现有SP与潜在进入者的建议
This material is proprietary to Analysys Consulting. It contains trade secrets and confidential information which is solely the property of Analysys Consulting. This material is solely for internal use. This material shall not be used, reproduced, copied, disclosed, transmitted, in whole or in part, without the express consent of Analysys Consulting.
© 2002 Analysys Consulting Co., Ltd. All rights reserved
Knowledge Power for the Connected World
June, 2003
This material is proprietary to Analysys Consulting. It contains trade secrets and confidential information which is solely the property of Analysys Consulting. This material is solely for internal use. This material shall not be used, reproduced, copied, disclosed, transmitted, in whole or in part, without the express consent of Analysys Consulting.
© 2002 Analysys Consulting Co., Ltd. All rights reserved
Knowledge Power for the Connected World
移动增值服务的市场机会何在? ----给移动增值服务市场现有SP与潜在进入者的建议
目录
1、应重点投入何种业务?
2、如何战胜竞争对手?
促进因素
制约因素
影响SMS、 MMS (彩e)和 WAP市场规模的因素
供应
价值链明确,SP收益好
终端与SMS服务类型丰富
多数终端皆支持短消息功能
终端与服务价格低
SMS的承载能力有限;输入麻烦
手机型号过多,图片、铃声等复杂业务服务通用性差
语音降价与小灵通分流了SMS业务
行业不规范,存在伤害用户利益行为
从SP下载的内容转发率高,版权保护差,伤害SP利益,损害SP开发业务的积极性
需求
移动用户数仍在高速增加
手机用户中的SMS用户普及率提高
伴随业务的丰富,用户的SMS ARPU增加
新增用户中低端用户多,SMS消费能力有限
供应
MMS的使用界面与SMS基本一致,容易被用户接受
可以实现比SMS更为复杂的业务,承载能力强