VALUE-ADDED SMS SERVICE IN CHINA Question: How does value-added SMS service work? Mobile telecommunication companies authorize a range of service providers (SPs) to deliver value-added services content by way of SMS to users.
VALUE-ADDED SMS SERVICE IN CHINA Service Brand China Mobile – Monternet China Unicom – Uni-info Contents News; Stock; Multimedia Download; Chatting etc.
PROBLEMS WITH THE MOBILE VALUE-ADDED SERVICES MARKET IN CHINA Lack management experience and governance rules for service providers （SPs） Illegal charges How Do They Charge fees? tell charge SPs calculate the fee mobile communications companies subscribers Problem: Introducing additional fees without notice; Subscribers find it’s hard to cancel the services; Texting users directly, charging fees without mobile carrier Etc
Analyzing outstanding examples (Beijing, Shanghai etc.) in this field may distort the overall picture.
Yunnan Province is a less prominent and more remote area.
MOBILE NEWS IN YUNNAN PROVINCE Established in 2002: Joint venture between Yunnan Mobile and Yunnan Daily Press Harnessing existing content from Yndaily publications Cross-promotion through Yndaily and Yunan Mobile products.
EFFECTS ON YNDAILY PRESS’S MOBILE NEWS SERVICES
Overcoming character limitations, incorporating image, audio, video content.
Problems with technology changeover and market oligopoly.
COVERGENCE OPPORTUNITIES Beyond mobile telephony: Restructuring of Yndaily as multimedia group Increasing focus on user involvement Focusing on the technological trend, acknowledge about the audiences’ consumption of mobile news services.
REFERENCE Cheng, L and Bruns, A 2009, ‘Mobile News in Chinese Newspaper Groups: A Case Study’, in G Goggin and L Hjorth (eds) Mobile Technology: From Telecommunications to Media, London: Routledge, 186-200. (R) Levinson, P. 2004, Cellphone: The story of the world’s most mobile medium and how it has transformed everything. New York: Palgrave Macmillan. History of SMS Messaging: http://www.clearsms.com/blog/2008/3/5/history-of-sms-messaging.html Ministry of Information Industry of the PRC： http://www.mii.gov.cn/col/col166/index.htm Mobile SMS Implementation Technologies and Value-added Services: http://www.docin.com/p-47706951.html ChinaDaily Mobile News: http://www.chinadaily.com.cn/mobile/ SMG partners with Shanghai Unicom for mobile TV service: http://www.cn-c114.net/576/a287317.html Mobile value-added report： http://www.iresearch.com.cn/html/wireless_service/more_free.html.