Business Model Research Of The Fifth Media Services

The concept of the fifth media has brought three great changes to ICT industry and its business development. Firstly, the proposal of the fifth media vividly reveals the combination tendency of ICT industry and traditional media ones; the influence of mobile telecom as a transmission channel has been reinforced and expanded, moreover, mobile telecom doesn't serve as a channel, but a mean of mass media, therefore, a profound influence has been caused in its transmissive ways and business contents.Secondly, since mobile becomes the fifth media, changes in profit method of mobile business have happened. Besides the income of business and services, which comes from mobile users, mobile business based on the fifth media has a more important revenue source, which comes from the advertisement sponsors.And thirdly, many changes have happened in mobile application and service contents. In the past, Mobile application and services were designed according to technology innovation, such as MMS and WAP, but now, they were designed and constructed based on the mobile user's interest and perception. And traditional media content starts to enter the mobile value-added service areas. These changes have profound impact on the development of mobile value-added service. Three types of new mobile value-added service on the fifth media platform are formed: information content services, mobile media services and wireless entertainment services.With regard to information content services and wireless entertainment services, providing the user-centered consents is the key to success. (The paper won't focus on these two types of services). And the other mobile media services, such as Mobile Newspaper, Mobile TV, Mobile Advertisement and Mobile Literature media, are the services embodies the characteristics of the fifth media, and will gain core competitiveness for the 3G mobile value-added service.Compared with the fifth media business in Japan and South Korea, the development of the domestic business was very slow. With only mobile newspaper service is popular among mobile users to a certain extent, which has not yet gained large-scale profit. The gap exists in the profit model, the industry value chain cooperation, industry regulation, standardization, charges, terminal equipment, application and content innovation content. These differences show that: Success of fifth media business is the results of innovative business models.In summary, according to the domestic and international fifth media business practice and fifth media business characteristics, based on the related theory of business model, this paper try to build-up the business model and its key factors for the fifth media; furthermore, to propose suggestion on the fifth media business model and implementation measures, after qualitative evaluation of the validity and feasibility of the fifth media business model. This paper aims to provide a creative conclusion of the fifth media business model for the following researchers.