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China MMS Market Annual Report (2005)
Analysys International, May 2005, Pages: 11
According to this report, the China MMS market scale achieved RMB 6.73 hundred million in 2004. Along with the increased media message terminal server sales, media message price dropped, mobile phone users are comfortable to use media message stepwise and the media message user number is growing fast nationally. By the end of 2004, there were over 12 million China MMS registered users.
During the first half of 2005, China Mobile deployed MISC1.6 plan and the MMS mailbox flow change had high impact on the MMS market development. At the same time, 3G-license issuance opened a new opportunity. MMS media transfer speed will be enhanced and the standard price will decrease. Secondly, 3G-license issue will change the operator competition pattern, China Unicom GSM web will upgrade to 3G, and there will be more China Unicom MMS users. The MMS terminal server popularization will have a crucial effect. The author concerned that the MMS market scale will increase reasonably when Terminal server popularization reaches 25%.
This report exactly concerns MMS SP marketing strategy for every market development stage and will be helpful for MMS market's positive development.
Is there an expectant low season for MMS in 2005? Does the government supervision risk continually exist? Are there any new opportunities for product innovation? Combined with abundant discussion and data analysis and based on self-experiences accumulation of mobile market, the author does in-depth forecast for the future MMS market.
Our Findings:
Market Development Trend
The MMS market developed at a high rate in 2004. The market scale reached 673 million, with a year-to-year growth rate of 573. There were over 12 million MMS subscribers and 8.58 million active users. The main MMS market driver was the promotion from China Mobile and MMS SPs.
2005 will be an adjusting year for the MMS market development. Due to the influence of the China Mobile MISC 1.6 and the change of MMS mailbox deployment in the first half of 2005, a downturn of MMS VAS service market of 2005 is expected. The author anticipates that the MMS market development will slowly decrease in 2005, while the market scale will reach 800 million RMB.
Along with the MMS mobile phones' penetration and the promotion of user recognition, the registered MMS users will keep increasing rapidly in 2005. Users' ARPU value will decrease as a result of the SPs' new operation flow and the standardization of MMS VAS fare charge.
China Mobile will shift its new service towards CRBT and WAP services, while weakening its support for MMS. This report believes that compared with MMS, WAP is superior in terms of fulfilling users' entertainment demands and SMS is superior in terms of fulfilling users' communication demands. Therefore, the MMS market in 2006 will increase rationally at an obviously lower speed.
SP Development Status
The MMS VAS market in 2004 was highly concentrated. The top three SPs, Kongzhong Sina and TOM occupied 70% market share, while the top seven service providers occupied about 95% of market share.
China Mobile's punishment to Sohu and Mtone in August 2004 resulted in the change of MMS VAS service market in 2004. Since Sohu and Mtone cancelled MMS service since September 2004, they missed the development opportunities by the end of 2004 and out of the top five in the MMS market. Sohu and Mtone's departure reduced other competitors' market expansion difficulties.
2005 is a market-adjusting period. A market downturn waits and will result in decreasing attraction to new SPs without SPs' policy influence and related administration, we anticipate that the market concentration will not change much.
The number of MMS messages exceeded 800 million in 2004, while30% were point-to-point MSM. Along with the increase of camera mobile phones, the point-to-point MMS service will be promoted and become one of the main profiting MMS services. Some SPs have started accelerating their product differentiation to adapt to the MMS service increase.
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