移动互联网内容提供商商业模式分析

M=4T#Sk?gg$KyYK ?2004 M 5 30 1 ZT Phone 86 591 7873015 MobileEmail 22s T#|Tb+YFS ZcX?VVT 9c+m_bB TSD(XTiVUib T? 2004M 5 30 1K1 MTMY =EBWMY?Z H9B?Zsb s?ZLVN B?7/vhbY BT?V?!N5EtV7.lb ?M1o1_4= = 7NM=4As1-Tb M5o55 ?ZMSM?Z1kTb n5Mgfa Na =4T i9nTa grTa gTa 4rqTa Ta lmsTET isTa9gy/a=aT+yb ypSM1Fv:_BZmb K T nT|ST grTK+5?Z 4rqT|KvS lmsT4BT TS4?Z METG7bb 2 c K 1 2 a 7 5 7 $ 7 N 8 T 7 ZE 9 3E5 10 11 11 Ds S 11 Ky 12 l 12 v 13 aMg 14 MgN 14 16 M 1 17 M B8 17 e Y 18 e hn= 19 e M g 21 M 22 /S lm 23 25 9 25 a+ 26 ! 26 aM 28 3/55%0$0.0 28 d N 29 g e/ 30 My 30 .d 1iq Yn 30 B + 31 /T aM= 33 M=+ 33 /1p 34 M= 34 M= 35 M =4 o 35 -4= 37 += 39 = 40 /BM ( 40 /BM /B= 40 = 41 a=4 42 S=4 42 C=4 4= 42 4M = 43 =4 44 =4 44 2Z_1 =4 45 a=4T 46 nT 46 nZT =4 46 nT /= 47 4nT /= N 47 nT / nT ) 48 grT 48 grT= 4 49 grT/ grT) 50 gT 51 4rqT 53 4rqT =4 54 4rqV ? 54 T 54 T= 4 55 ?Z T T) lmsZT 56 lmsZT =4 56 lmsZZ T lmsT ) 57 E.7/0T TF 58 aSMg?ZC 58 aSMg?ZC 59 Ng8 59 T = / 4 60 / 60 = 4 ,r 60 M 61 /LC SM = 61 SMTT 62 = 4 TZT 62 N5l n T . 62 SMg) 63 aSk 5aSk 64 SguY g 64 =4+ 65 =41 66 =4TSk 67 68 aByp 69 ID 70 qB5V 73 q=MV 74 : 76 6 aM-Es4 =)M3M#V?b 1V NTT DoCoMo 1999M 2wM i-modeM?ZM- 8000 7M=4r 80000E11bM# Mg1S1sNM?Z5X?Zb 7S M)?Z) LHL=gjb 5m_4= M $5% ib#V4M=7b EYVM=4 TS4BtUb 5 1S ； 1. M =4Tb 2. VT)SV?kb rS Mg MY=4TM1 NY9M1 =4a =4T=b SM=44ypb $S#MN +T#1 7 /7= NX: -o+uv4NbT 1998 MlTb7.l+ u7v (Diffusion of Innovations)47b 5 InyTPKSOb NX:o+ 3V7/N tM1L7/NBV N 2b VK#x T7/NV L TV Lb o+w7 )B7bH4NWMG A)?b T 3.lTBa 8 BT #B.mMlm ZTb sTV 11Bga a T14NWab 7TMj/7 .lE+ u7v (Diffusion of Innovations)47V7.lcA ka a %a Lb |7ss 5 mB 7 (Innovator)* (Early Adopters)* 2X: -o+ 1998 3Timmers,1998 8 v (Early Majority)v (Late Majority) (Laggards) 4b m 1/ .lV -1+Y1 $7r.lb B；VYVgvr.lb ZEZEdS?Co BN m= 5bce1VsZE TVb -sCY?p yB,ZEs-sLlvEb V 2003 MVYMY97?7S 2004M 5z-T1 Mg l5 5 M1D Mg iSM?Zf sb 4+ - 1982 5Z 1987 9 wZEsL!_L!ZE4Qy5ZEasZE vZEL!TZEyVvVm 2 m n1sBV B,Bt+y?p viYV!t+vb VV/vc7S a d9a iSMCkb ZE vs 6kmM4ZE5bb 5lYV3LC5b 3E5YV3E55b 3E5S=5&)&$ - u3v 7Bs%5ZEbZEd5as5%5b 6, -R-ou1998 7 - 2002 10 bMYgSMYg =VA1b S Mf SM?Z SM-T-b 1S=M5=V V 5MM1Vb BtL59b |ZT - !zB5 V5 aL$F : $5Fvb 5VIqBb -s5Ls?SPFCL$ |sZT EvaE/b DsiZ4s5 X?VDvs 1-?VDa 2Zd9a D#8b S =4 (B2C)57d (B2B) (B2E)Bk.dgsZEg(B2C)TV9b 6BSKM -M7Td3 PDAaLzT7?CSYm11 MYS9KmMb /M PDC(Iq ), CDMAOne PHS(Sl2Y)vd PHS d%d% =b Sd1 GSMaCDMA PHS gz-9Z GSM KTSMvMT NTTDoCoMo i-modevb K yB1KyMYg M1a s7?V G7 Ma a TmZ4_b 6ByM)?ZZk.daZEV?bBKyM?Zm+/a8a#+ +/3TSgYBb l M Ml1dBuM/?Zv 8lo.lMg?YVmaYblBtl?YVmaLZTYVW-LAN, B-WLLl WAP 9l“M YV ma PDAmYVL 8ZTE FutureTel Co., Ltd2001 9,1998 12K Ei8 8+ywww.ggoottoonneeccllluubb.ccoom ooYYwww.cchhiiinnaabbooookkrreevviiieew.ccoom SSSmmmSKVYPDAmYVLPDA mGSM, CDMA ,b p b ” lQb M 4YVM / #=g4Mb M= e= YVM4b S=B=Ti =l= =b daoamaa0$0qb 1lQ =4a=a=M/Bcb v / 2c 4cMgM= 7ceSM?Z s 5a6a8c sW%s=4T#SgBb 2cMg #MN#b 3c esMgyb 4 c Mg=#W%Mb 5c =4Te1b 6c =4TW%sb 7c SMCTe1b 8 c )M#=4TS?Zkb 9c 5B)ypb 13 aMgcMgVlMN7ST 4M i-modeKTT H9B iMM?LCTe MgN.d|Nl9FNBb o+NT1a= 79VBV37SKhnBb 1-N V/Nz 10 i1-NlNab zM1o c9BHNb Ni 4Bt#1 T=CgVb NS hnPNiil bH H1 n5AV? A14 K YV=YV=4?rb 4 44 $ Kv NTT DoCoMoaKDDI J-Phoneb M4 MISP MYVM4% =YV 10James-K-Shaw2003 14 4vn MISPs YVxp9nd_lnB11$=b =4=44,r4/www.ggoottoonneeccllluubb.ccoom ooYYwww.cchhiiinnaabbooookkrreevviiieew.ccoom SSSmmmm 3M N = =1=B+_ -9_b1+=1-_ 1&i7/= =ZI bNl9vb i=YV=vs=YVZTLCb =4 =4YV_4V=B=VYV=M=b= =1-= V=4=4=7?b ,r ,rhn V.d,r151? ?r7V_ i9V=9V?7 ZiNb 4 4,r/WBV OEM Z1b / /133 ?Tid/T v4S3 1/a NECa V+b 9Kvmb ?1b4H/=4BYe NB:1-b MvM NTT DoCoMoaJ-Phone KDDI. E4MMb NBt?lBtMEb NTT DoCoMo KvM 55%gz- 11Kv (NTT) 1991 M 67%zMYb NTT e4i-mode 12b KDDI/EM KDDI/au 23%gz- 13BEoY DDI CorpBEl?M IDO 2000 MiMau, 4 EZwebbKDDI/Tu-Ka KDDI, Motorola, Sony 1991MVYM Tu-Ka auB4 EZwebb J-Phone v 15%gz- 1991M 11Telecommunications Carriers Association,2004 12,2004 13,2004 16 arSb4 J-Sky 14b NTT DoCoMo gKl NTT 7SM1979M 1987MI P555 BvL9? NTT DoCoMo 55u/$b7iBy uI DoCoMovy9i?B5-I IMBHW= +EZ V7F1Sqb m/9i15MQ J-Phone Tu-Ka|PG 1999M|/XE 15b NTT DoCoMo#HwMF%5b 1wM- YV4Xyz17ZVGX1 VPXy19nd 1w/$ 9?gByBE_b MB8-4 Mg 1& H1Y g| 16b ?4H94 YV4 d /=45YVT11YVxp/?Tb BL?m) 9H- ?BZZz)HX 17Mg 14.jp,2004 15Kandidat uppsats2001 16 -X 2001 17X: -o+ 1998 17 M|bz)/ pb YV ?= gWK1b Yb 1PZ?Fx/g?Zb 4jb BEX1VYM41tVMj YVW ?Tb vY4ib eY E/a NECm MQ? NTT DoCoMo, KDDI J-Phone tE3?L1-S& A1p3 7OMWiY 9 E7b 4,rb Vm/)m 7Vm yV/ OEMZT muI?egmb M1-,rYVgr NTT DoCoMo v,rNYV,rgr1-b em3b Ym4+ zBm/3L?wb NTT DoCoMo 1-m7?bvE v 154%Z BZ?eK/ /?- 18blF?ABHW=P ABHWVHb5 KDDI J-Phone EFNv?vB7?9N 19bb N?HW$? H9 18Kandidat uppsats, 2001 19 18 YVqb m/M y1sNv A7? m/b ehn=S =YLSWAP11Sb BE=4s 2Zd2Z=-$4mVYVeTddMNBtb LDoCoMoYsF i-mode 2Z=4d2Z=4m 4 i-mode T/Om NTT DoCoMo i-modeYV2Z_ i_YV 7 V.9VYV .1d2Z_.ZT 20b T1=bvsYVmd_BZTZL6BZy=FVLHln?SbjCT=Tb H YVgZT =1 1=AVL7OYFA?PvspG=4=ZMNYb T2Z_ z)9A7n tz)N1 + 20,2001 19 =4L2Z_b yBZy H9y|e/Z P/jKb ?2Z_=1z1BA1Hqb e2Z_b 49 V746ARPU 0e=rib 4=i T4fUL=PXy T4=ZTSUm_LVHq1p=4|b N e=N 2Z_- =414NV 21b NTT DoCoMo ,=42Z_SSHWwMT/HBM 22 iN zeP 2Z_WV4ds 2Z_d2Z_$b 47b d2Z_SLK 12Z_N7b 47b P4/?WS=S d2Z_ L=LeiM 11 9=_ 7V 21uSMv ,2001 22,2004 20 ?1-Y_b eMgMTM4 , a 4= H3=4LreYV7eM8b N B1- V?Za vs=M8%b =4=444 = , r / Z 7Z m 5M N VV5yye YVNeA YVehne j?b 6Bj E_*r 6M H/+TM#T/Fb H$9LYMENTb SEMgM5TKz #Pga /21 ?ZM7M$CA Vn|4M MQ9Fb Mv1M4MsY i-mode, EZweb and J-Skyb i-mode NTT DoCoMo 1999M 2zw HoMY)WAP S5 NTT DoCoMo Ms! rq YHw1-S M/1 WAPeL14VB*%Zb 7SV4 NTT DoCoMoi 23b EZweb KDDI (au and Tu-ka). 1999Mw SVMob J-sky 1999S 2030ob /Si-modeaEZweb J-Sky / K1uYSMb i-mode X HTML(cHTML), C HTML Bs J-Sky MML, B HTML EZweb HDML1 WAPb7?=vY TAI : / KZL i-mode cHTMLK4 EZweb HDMLb tkmN4%E1YV XMLdB1 -i4b KzEZTI_ v/?Z?pBdB XML| 24b 6BY1yPT sF 23,2002 24Elisa Batista,2001 22 i-mode EZweb sFTPHiBHLn3$ J-Sky sPPBL T7C H9n9i/4b lmMgKvE NTT DoCoMolm2Z_lm9- 25 25=449b VA4Ylnd=47?1-L=mb MmZT VB,P= Pna=nsnb n #hPM?Bjn l?a0qa_ i-mode ln 300 EZweb 200 J-Phonelb n nMKvl vL=9n i-modelnS 0,3yen/packet (128 bytes) 26EZweb 0,27yen/ package 27 J-Sky E9 TvPHW9n ( QnZT PBQB%-S 0,3yen/Q 28b 25Giovanni Camponovo,2002 26,2004 27,2004 28,2004 23 ?nnn=4m 6 i-modelmTUim =s V=4_l|n4|B lnd?1T T9nd =4LE_4 CA_=4nb nlBZen86B Z99F NTT DoCoMoln4| 9%T 29b E1 10%15%Wl|lMdnL=l-VM 30b 2003 M( i-mode 2120 n=nv 400500 v 50% P2Z_ ( 4P=b i-modey XsAU?r C11Xslmvb 29 26 30Elisa Batista,2001 24 M$ *NPEF$ gz- 316 316 JNPEF316 V 1 2003M NTT DoCoMo ARPUd9V Mg.v- 8300 MY 74609 90% 319oM 80%iB$MS=b 9911y 2004M 3zX?Z 7460 32M 90%i-mode 41009 55%b m 7 NTT DoCoMo 9d9m 31,2004 32b 25 a+i-mode ；Mb -s1( MW1i v?b MMPK 19 /1lBsMElb /_m 8 i-modeM-sm !MSvuY Ta 2rj$Z1Sggr5Bt M?4AvuY Bo VNTMBTb mAUB LCD AUsOq1m2rB?2 2P/7e2r02b mBugr i-mode?eb M8SV?lB 60100 XP1o/ PDC1 GSMm?1p M26 Hq/?4HWb m SIM59|!m V9Vm|=m-4AB=b m5 im?9X$ CggrmX.dilM EdMb m 9 i-modemUim 27 aMNTT DoCoMo oBE4MSE WAPSH -Bw1-Sb I-mode4BT 7WAP4B/S 33bI-mode To；_b w? =V$8My ?VdIM o4f/? Nb ? vM= i6 zTP H9v=4 7=MS9Wb NTT DoCoMo i-mode TV cTsb J-Phone and KDDIky9b /55%P$P.P NTT DoCoMoMg M NTT DoCoMo WYea/a=4= Vv1-i5_B+Z_-b NTT DoCoMo MssB8SMgv Bv v?m 91=g Nb di-modeT4dTB1y N -33 Linder, J.C, Cantrell, S,2001 28 l|1 d%5 H4B=4LbH NTT DoCoMo YVl|vlmdV4mz=e P=4l|nV?b Z yBdVH9?7yo94yb V AX?yBZ YVln；ZL nBQ _=44W% 5l|9_ZP =43b NZM1 BA? i-mode T6BiP=Bn NTT DoCoMo i-modeXSb Lb NTT DoCoMo BvYVLk KZTMN_4Mm 51 TPMjM | NTT DoCoMo grm|Tb NbN M1 NTT DoCoMo i-moden_l| 300 MB0N Lb=4l|n 10300 5nvbW NTT DoCoMo iXV=|+K1lm1nb6Byvl|n7vHWyN=HAn TsF9 *lnLb gi-mode6Byg DoCoMoMQw 7B4y TBLP SMg.dz)P3Vb Q SbBtpM 7ST VPN KgI+yVCb NTTDoCoMo #HSb o5ZEs1T ihnpM SMg?Zb e/e7id/? NTT DoCoMo /bKL/1K5/N i1%N.Q5 4Cz %ZMvb - cHTML-WB7SBs cHTMLMe y=4VEsL4=_M=b . MyM?ZEs1T/a+y6#y?Z1Yb .d 1iqYn.d?ZSS?Z 1iq9g20% SvgqXVb L9Na n#EEV?Zb %Yn9M M1%v PEi mH%H 9_PMb ty 1i1qM1i1q MgB1yb 30 B+B+9PMvSBb B+YHB HtS V?yBBB ) WY+ivB MV?B0b i-modeKvMoY 3b o3+Y +8 H97/.l $8sty$8s B?pM?TbB9yolip7S/z Wl1 MP9ZB+b /TI i-mode?N7SS=S WAP |rT；$5BSVBsb 1y/ NTT DoCoMo y WAP dd)HrqNTT DoCoMo NXMi|b i-modeT 2G/M4d%Z 7Oy$gs a /a =4-b -) ylnda Na Rgy7 WAP /) . S/e . WAP 1 i-mode |/5 i-mode Bea VPZ /5i MQe/$=41 NTT DoCoMo . NTT DoCoMoIeB1y e 55%M Vg?5v1-i!Mg 5|% /%!1P?HWP31 BSMvSgEsMg 9|TSdSEw9B?|N HW4 SEAaShn+ b y9V?Esy Tg V?MBHW gXMM H9Mlm Vlm1&?ZYVMNKb www.ggoottoonneeccllluubb.ccoom ooYYwww.cchhiiinnaabbooookkrreevviiieew.ccoom SSSmmm32 aM=.dH o=p M5a yz=?hnb M=+M=.d=vMM 34a #-pZA M=vKH94b a.d=BaM QV9Bb z=B1BZM+ 1+pb t1pM=!9NH1InBIny PKvm$I1t=$ I=?i$IH PM7 20sEi.d$ =Am+ V?KmAU= ,Ve).dq9i=?.d=eb 6BK 5C?m32 o)KvKb InCLK M=Fe 7?V_1pTQb /1pM.dM1/ .KA .d 34James-K-Shaw, 2003 33 X?8q 7M1r?1/BMYb)HW9AIn/yb M.dZT HWb B PMeh,lHW Xilh+s=+HW 4ye1 nHWYVZTZTh/b M=M+?CM Ma#HZ11.d 35b m Bi 7B+P 4=4V?b V+4M= =V?G 9V?xM1TNb #H V+HWHq/4 B tHWNb N=BB+= 51o8=t+ T?+F *=?NK V7ELC7? V?YV|9b 35Yves Pigneur,2003 34 M=Vy?Z MgXv= v=4 i-mode2Z_XV 1999M 80E ?Z 2004M 4000E7d2Z_?Zy-_ 75000EP 36b1 91 Bs 1YVT4b m 10 i-mode2Z_ Pd2Z_ 9UiM=4oM=1YV SMS0q E-MAIL2Z_d2Z_H4b B 0qTYm M =VYV2Z_d2Z_4,2004 7LHL+ T Y0qM_M Y/=!4 Y9zg XXX(POF5POF$MVCDPN YY oo YY aa 7Z 41 99 gg N - (00(-& RR TT H b EE TT hh YY V 0 qq ZZ TT bUPVDIJOHLN!IPUNBJMDPNm 11 LCoUim 36 -4=i-mode2Z_= NTT DoCoMo 2Z_=sLhnMY