.3 G Environment, The Mobile Game Industry Value Chain Reconstruction

With strong impact from four main powers,mobile communication industry have been developing promptly since its launching,however MNO is under embarrassed situation for ARPU value decreasing gradually.During recent years,fast development of digital business not only reduced pressure of ARPU value decreasing,but also it trends to surpass phonetic business.Increasing ratio of mobile game exceeded 30% average increasing ratio of digital business,consequently mobile game business is expected to be highlight of 3G digital business.This article analyzed the transformation from traditional mobile communication industry value chains to 3G industry value chains,and concluded that MNO's position in value chains is changing according to change of mobile communication industry and value chains.MNO's position in chains is getting down and content operator's position is getting up,which is caused by development of technology and market,diversification and individuation of customer's requirement.Only building diversified value chains, conforming and cooperation with other partners in chains,MNO can take good position, occupy market and gained more profits accordingly.In aspect of 3G,competition of mobile communication industry is also the competition of industry value chains.The transformation process of value chains from traditional mobile communication to 3G is in fact the process of value chains extension,subdivision,and conformation. During the transformation process MNO's position is getting down,MNO is not along big any more,he need develop cooperation with other partners.As to the chains,MNO can adopt 2 kinds of mode which are multi-link cover and cooperation.Multi-link cover pattern is most possibly that MNO cover gateway and the turning on service provider as well as the content application provider.As for cooperation pattern,it can be widely cooperate with other partners,meanwhile,other partners possibly cover other links in chains,and most possibility is that content operator cover gateway link.Generally speaking,it's not needed industry value chains mode for developing mobile game that the monopolist,the supporter,the provider who solely adopts multi-link cover or cooperation pattern.From internal environment,currently there are lots of problems obstacle to mobile game development in our country;from external environment,3G environment in China already got matured.Therefore,mobile game industry value chains in China are in urgent need of recomposing.It's a fact that 2G and 3G both exist in China.This article discussed what kind of value chains should MNO build for mobile game respectively in 3G beginning period and mature period,and stated the reasons to respectively adopt the 2 value chains.As for MNOs,superintendent industry value chains have lot of benefits for developing mobile game,such as to increase income,decrease risk,establish enterprise image, implement brand strategy,etc.