Marketing Mode Of Mobile Value-added Services

Based on a case study of mobile value-added services used by a corporate client, integrating the present situation, developing trend of mobile value-added services, this study has, from the perspectives of customer needs and motives, found out the reasons that customers choose certain value-added services and factors that influence the customers' choice of certain services. Customers usually choose certain value-added services to solve actual problems, to satisfy specific needs and to display their personalities. But a customer's final decision might be influenced by such factors as the function and price of a certain service, the professional qualities of the sales persons concerned and the desire for the service aroused by the visual impact.According to the customer needs and factors that influence customers' purchasing of value-added services, the researcher has presented a detailed analysis of the positive effects of the traditional marketing mode and the new marketing mode on the development of mobile value-added services and their limitations.The study has demonstrated that the traditional marketing mode is more applicable to business of scale development such as SMS service and CRBT service, while the new marketing mode is more suitable for individualized service such as GPS service.Therefore in marketing mobile value-added services, the following suggestions should be taken into consideration: first, to categorize value-added services and to adopt different marketing modes for different types of service in different developing stages; second, to subdivide the potential market, i.e., to develop and recommend client-specific value-added services according to such factors as the brand, consumer behavior and age of the client involved; third, to integrate the traditional marketing mode with the new one according to the types of both customers and services, the life cycle and target of certain services; finally, to consider such perceptive factors as the price and advertisement of certain services.In summery, this study has tried to apply all types of marketing mode to mobile value-added services, which may of great referential value to mobile operators in formulating marketing strategies and managing tactics of mobile value-added services.