3G移动数据业务商业运营模式初探

Primary Study on 3G Mobile Data Service Business Modes

移动数据业务对3G运营商至关重要。运营商经营移动数据业务的基本原则是:自主建设基本应用平台,对于数据应用需要与应用/内容提供商合作提供,独立提供应用单一的数据业务,自主建设数据应用支撑系统。不同移动数据业务的商业运营模式不同,根据市场、业务、伙伴关系、运营商自身等因素,可以将移动数据业务的商业运营模式分为四种类型:直销型、主动型、认证型、转售型。移动运营商要针对每类商业模式,制定具体的游戏规则。

The mobile data services are crucial for the 3G operators. The basic operating principles of mobile data services that the mobile operators abide by usually include the following aspects. The mobile operators should build the mobile data elementary application platform independently. Concerning most of mobile data applications, the mobile operators are required to cooperate with those application/content providers. And they should also provide the data services all alone, of which the applications are simple. Moreover the mobile data operators should build the data application support systems independently. The mobile data service business modes are varied. According to the factors such as client, service, partnership, operator itself and so on, the mobile data service business modes can be classified into four typical types--self-support, initiative, license, and resale. The mobile operators should set up the concrete play rules according to the distinct business mode.