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China's SMS Explosion: Capitalizing on SMS, MMS and Emerging Data Services in China


Description: After a slow start, China is embracing SMS in full force. In 2001, China’s SMS revenues totaled $234 million this year, revenues will triple to roughly $750m. And that's just for starters. By 2007, SMS revenues will escalate to $16bn, generating greater revenues than all of Western Europe. As China Mobile and China Unicom struggle with declining average revenue per user (Arpu), SMS and MMS will gain momentum as a driver of revenues. Companies looking to capitalizing on this lucrative market should move quickly to provide equipment and content. This report provides actionable strategies for companies hoping to capitalize on this booming market. Two key strategies include: Success through bundling - while the concept of bundled packages is relatively new in China, wireless data services and advanced messaging applications such as MMS will support the widespread introduction. Vendors that are able to strike close alliances with operators will no doubt be in a better position compared with their competitors. Content providers needed now - While China is largely closed to foreign operators, there are opportunities for aggressive and creative content providers. Providers in Korea and Japan are in an ideal position to leverage their data service expertise in China. Region: Asia-Pacifc Number of Exhibits: 23


Contents: Executive Summary Operators Focus on Reversing Declining ARPUs Through Messaging Sizing the Opportunity Continued growth in prepaid will drive down ARPU Regional variation will impact on service offerings Slow GPRS uptake this year due to lack of applications SMS an interim solution to buffer ARPU decline Finding the right price points for widespread adoption Entry of more players to stimulate market Market forces matter…..but the will of the state is more influential China still in early adoption stage for messaging The Dynamic Duo Protect Their Turf China Mobile China Mobile will need to pursue dual mobile data strategy Making MMS mass market? Climbing the learning curve with Monternet Getting ready for the data wave China Unicom China Unicom lags in messaging China Unicom’s fortunes ride with CDMA1X Handset threatens China Unicom’s plans, but operator finds ways to overcome teething problems Third Party Applications and Content Providers Linktone Tencent Technologies Convergence in a cheap way Non-mobile SMS Services: Providing further support for messaging uptake Successful marketing strategy to be main driver MMS to play significant role as testing ground for future mobile data services Vendors to capitalize on bundled packages GPRS has head start over CDMA1X It is all in the marketing and packaging Leveraging partnerships and learning from other markets Hong Kong should serves as a litmus test for MMS in China List of Exhibits: Mobile Subscriber Growth, 1998-2007 Time Line of Messaging Services Mobile subscribers broken down by prepaid/postpaid ARPU Trends, 1998-2007 Mobile penetration by region, 1998-2002 Population/GDP for regions in Four Dragons, 2000 Population/GDP for regions in Coastal Province, 2000 Population/GDP for regions in Inland Provinces, 2000 Mobile subscribers by technology, 2000-2007 SMS revenue growth, 2000-2007 Mobile Service Revenues, 1998-2007 SMS penetration by age SMS usage by income for China Mobile subscribers Mobile subscribers by operator, 1998-2001 China Mobile GPRS tariffs, 2002 Revenue sharing principles between China Mobile and content providers SMS Service Fee (in US$) Revenue for China Mobile: (in Rmb) Linktone Tencent’s QQ user scusotmer base Competing SMS platforms Profile of China Telecom’s PAS Service Examples of vendor initiatives in China Companies Mentioned: Alcatel China Mobile China Telecom China Unicom CSL Hutchison Telecom Linktone Peoples Siemens Smartone Tencent UT Starcom




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