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China 3G, which has been prepared for many years, finally has a breakthrough. On April 1, eight cities including Beijing, Shanghai, and Tianjin will initiate officially the socialized TD-SCDMA business test and trial commercialization. It sent a clear signal to the communications industry: After ten years of renovation, China TD-SCDMA has entered an era of over-all commercialization, and the over-all application of mobile Internet can be expected soon. 3G is embracing a spring of industrialization.

Mobile business develops sooner

As known, besides voice business, the TD-SCDMA test will focus on such new value-added businesses related to mobile Internet as Colorful Ring Back Tone (CRBT), Olympics Daily on Cell Phone and 10M data throughput. Industry insiders believe that the advent of 3G brings new opportunities of accelerated development for the whole mobile business industry in China.

Lv Tingjie, President of Economics and Management School of Beijing University of Posts and Telecommunications (BUPT), stated that the scale of mobile Internet had exceeded that of traditional Internet in 2007, and 3G would make the market potential of mobile Internet more immeasurable. According to many analyses, driven by the demonstration effect of Olympics 3G applications, mobile business application in China will be further spread in 2008. Personalized services, like cell phone search, cell phone navigation, cell phone game, cell phone music, will be applied more extensively, and mobile application for enterprises will be further applied.

Qu Xiaodong, General Manager of CCW Research stated, "The rapid development of telecommunications technology makes mobile informatized application possible. Presently, net surfers via cell phones are 5 to 6 times as that of traditional PCs, and there is still huge space to grow in the future. Based on it, the former business mode has changed consequently, and mobile business has become the mainstream in the commercial field. "

Market analyses believe that cell phone based application will be the new spotlight in 2008, and no matter for companies or consumers, the application value will be the developing core. As a personal terminal, the cell phone will lay emphasis on the consumer application.

With the presence of development opportunities in the industry, many manufacturers seized the opportunities and entered mobile business sector in 2007. UFIDA, google.com, Alibaba.com launched various mobile businesses, which made the market situation colorful.

The hapigo developed by UFIDA Mobile is the first large-scale all-functioned mobile e-commerce platform. Focusing on the mobile Internet technology of wireless broadband holding the concept of cell phone commercial interaction, hapigo gathers providers of clothing, foodstuff, accommodation, transportation, and entertainment, and enables every subscriber to hapigo to obtain useful consumptive and life service information timely and conveniently. In 2007, hapigo became "the first brand of mobile e-commerce in China" with its 200 thousands subscribing traders and over 1 million subscribers.

The official commercialization of 3G is undoubtedly a great push for 3G based mobile Internet service platform like hapigo.

Grasping new business opportunities

While developing rapidly, mobile commerce market demonstrates some new characteristics and changes, which brings opportunities and challenges for various participators.

As to enterprise subscribers, Shi Dinghuan, Board Chairperson of Productivity Promotion Center Association of the Ministry of Science and Technology, stated, "It has become an urgent demand of many enterprises to use the mobile tools to serve enterprises, especially small-and-middle-sized enterprises, combine the productive activity and market activity with consumers more closely, and further enforce the international competitiveness of these enterprises."

Qu Xiaodong, General Manager of CCW Research stated in terms of individual subscribers, "Subscribers care for the gratification of their needs rather than the hardware or software. They will accept mobile commerce if their needs are met by it. "

At present, some sharp-eyed enterprises have seized the business opportunities and taken actions. UFDA Mobile has changed the core of hapigo in 2008 into "entirely marching to the era of mass brand", striving for realizing the change of business mode from B2B into B2C.

As stated by Yang Jian, General Manager of UFIDA Mobile, UFIDA Mobile will provide valuable services for consumers in three aspects "enterprise application, cell phone application, and popularity promotion". "Enterprise application" mainly expands enterprise-level mobile business market, including automatic agent platform and mobile marketing. "Cell phone application" develops featured services basing on cell phones like navigation & search and cell phone coupons. With personalized mobile business application, "popularity promotion" will attract more and more consumers to shop via cell phone and shape up a bustling "mobile street". "We will move alibaba.com and taobao.com of the Internet to hapigo, and consumers will finish 80 percent of their daily chores with cell phone."

In addition to subscribers'' needs and enterprises'' strength, the cooperation of the industrial chain is also crucial. Industry insiders emphasizes, "The application of mobile informatization require the joint participation of all parties of the industrial chain, including network operators, mobile application developers & service providers, terminal & equipment manufacturers, and infrastructure providers. Only when all participators of the industrial chain jointly work can they drive the healthy development of mobile business and mobile informatization."



Source:CE.cn