A Study On Profit Model Of Mobile Media Based On The Industry Value Chain In 3G Era

This article starts the study on profit model of mobile media from the perspective of industry value chain, first reviewing the theory of mobile media and industry value chain, then analyzing every part of the industry value chain of mobile media. After clarifying these theories and concept, it does the research on profit model of mobile media in 3G era from two sides:one is the microscopic side of business applications, and the other is the macroscopic side of industry value chain, selecting the most representative type of SMS,mobile TV and mobile payment, and finding three profit models of "Platform+Services", "Terminal+Applications" and "Software+Portal" in the industry value chain. This article concludes that mobile media will develop toward the direction of platformization and communitization in 3G era, especially toward platformization. And finally it gives an suggestion from the perspective of industry value chain:to speed up distribution of mobile Internet, build an open platform for mobile Internet, integration of the whole industry chain of mobile media ecosystem in order to win competitive advantage in the mobile Internet market for mobile media in 3G era.