Billionaire CEO Li Yan: MMS is the fastest growing application in 3G

Billionaire CEO Li Yan: MMS is the fastest growing application in 3G

Is it possible to imagine a scenario where a mobile phone has been upgraded from a simple communication tool to a good helper for work and life: navigation services to guide you in the direction of the road; payment functions to help you easily complete transactions; portable media, watching TV on your mobile phone, mobile office. All this gradually became a reality in 2009: in January 2009, China Mobile, China Unicom, and China Telecom won 3G licenses, which opened the climax of China's 3G construction. 3G changed from a technical term to a popular term, and entered people's daily life. Therefore, 2009 was regarded as the first year of 3G by people in the industry.

With the launch of China Unicom's nationwide 3G commercial use on October 1, China has fully entered the era of 3G commercial use. In the blink of an eye, China's first year of 3G is about to pass. The enthusiasm of the Chinese people is still very high, but the industry also faces the 3G era with a more rational and calm attitude.

The first year of 3G

Taking stock of the major events in the development of mobile commerce in the first year of 3G, Li Yan, CEO of Yimei Softcom, a mobile commerce service provider that provides mobile information platform services to the National People's Congress CPPCC for two consecutive years, concluded: "In 2009, in the context of 3G license issuance, mobile business There are more types and more diversified products. The second is the increase in mobile commerce manufacturers, and the increased attention in all aspects. Some traditional Internet e-commerce companies have entered the field of mobile commerce. Third, after the issuance of 3G licenses, no explosive , The rapid popularization of large-scale applications based on 3G technology, highlights of mobile commerce products have not yet appeared. "

Throughout the whole year of 2009, due to the arrival of 3G, the types of mobile commerce products have increased, and the services are more diverse. Some typical Internet-related applications have grown rapidly, including mobile mailboxes, industry terminal software, and the construction of enterprise mobile Internet sites. . These new services that emerged in 2009 are no longer limited to communication-related applications: such as corporate messaging, MMS, corporate virtual switchboards, and voice private networks.

Secondly, more traditional e-commerce vendors have shown a strong interest in mobile commerce, and have moved one after another. At the fifth anniversary meeting of the AAMA Chamber of Commerce held on November 15, 2009, Li Kaifu, CEO of Innovation Workshop, Lu Liang, general manager of Taobao Wireless Business Unit, Lei Jun, founder of Jinshan, and Yang Ning, founder of Skynet, etc. Focus on the future development direction of the science and technology field "to discuss. During the discussion, the participants maintained a consensus on the two directions of future mobile commerce development: one is mobile Internet and the other is e-commerce. In fact, Alibaba's injection of Ucweb events can represent 2009 Internet manufacturers' understanding of entering the mobile commerce field, which has become a typical case where traditional Internet manufacturers pay attention to mobile Internet.

However, Li Yan believes that the current mobile commerce products have not yet appeared in 3G-based killer applications. In 2009, 3G users and network construction were in the early stages of development, and 2G applications remained the mainstream in the mobile business application market. The highlight-level applications that have been favored by the industry before have not received widespread market response, such as: mobile phone mailboxes, mobile payment and other applications have not reached the expected growth rate.

Li Yan mentioned: "Shanghai World Expo will launch mobile phone World Expo tickets, which is a typical 3G application that matches this year's characteristics-mobile phone tickets realize commercial functions. However, due to the relationship between the application range and the user population, it has not been widely used. So 3G in 2009 Businesses are constantly innovating and there are many types, but the popularity of 3G terminals and networks have not yet begun, and the large-scale applications that occupy the market have not appeared. However, I believe that within three years, the development of mobile commerce will have a very large Breakthrough, we have full confidence in the future. "

The future world controlled by the thumb

3G has become a hot word in the media and a mantra for the people in the past year, but it has not brought fundamental changes to people's daily lives. How beautiful is the future of 3G life? It is understood that in South Korea, where the penetration rate of 3G mobile phones has reached 44%, 3G mobile phones have become a magical life remote control: get into the car without inserting the key, click the phone, The car has been started; if there is a traffic jam, the phone will automatically help you choose a new bypass route; buying clothes does not waste time, just do a full body scan, enter the phone, and then log in to the mobile phone shop, you can customize clothing and enjoy discounts. In the 3G era, people seem to be able to do anything with their mobile phones. The traffic police can use the mobile phone to issue a ticket, and the on-site engineer can report the progress of the work to the company using the mobile phone password provided by the customer.

Li Yan is full of longing for the bright future of China Mobile Commerce. He believes that consumers are the biggest beneficiaries of the 3G era. There will be two highlights in the development of China Mobile Commerce:

The first highlight is the emergence of more mobile service products. The highlight of mobile commerce in the future is consumer service products, and new growth points will appear in the consumer field. In more detail, for the current market environment, if consumers can enjoy the convenient services of 3G products without changing their mobile phones, explosive applications of mobile commerce will appear. Therefore, the second highlight is the application products that use 3G technology but do not rely on 3G terminals.

For example, two-dimensional barcodes can be used as mobile coupons, mobile payment vouchers, etc. In the past, companies used secondary terminals provided by proprietary equipment vendors to scan codes, which was slow. After entering the 3G era, merchants use 3G mobile business reading terminals, read two-dimensional barcodes with cameras, and then reach consumers' mobile phones through MMS. Without changing the mobile phone, consumers can enjoy the convenient services brought by mobile commerce, resulting in a better user experience. This will produce another new bright spot in mobile commerce.

MMS changes lives

The arrival of 3G has directly driven the rapid popularization and development of MMS applications. Brilliant colors, realistic and vivid pictures and a more intuitive and impactful visual experience make MMS have advantages in multimedia expressions such as color and animation compared with other media, and it has gradually become the first choice for many companies for customer relationship management . In addition, MMS can also play a great role in production management. For example, if the situation on the production line cannot be clearly stated in text, it can be sent to some large systems such as ERP through MMS in the form of terminal equipment for situation description. At the same time, MMS also has the advantages of strong effectiveness and instant communication. Compared with SMS, it has a larger capacity, a richer form of carrying information, and a better receiving experience.

Emesoft has been launching Micwin Business MMS service since 2009 to provide services to companies in banking, real estate, luxury goods, government agencies and other industries. At present, Yimei has its own products in the four major services of MMS credit card bills, MMS greeting cards, MMS newsletters and MMS coupons. In 2009, iSoftStone customized the mobile conference service for the annual meeting of the Yajie Chamber of Commerce, and sent the annual meeting information to the members through the MMS newsletter. Contact information of the organizing committee, etc.

"Emsoft has been paying attention to MMS since 2009. In the current market situation, we believe that MMS is the fastest growing application." Li Yan said.

MMS applications are a new field of mobile commerce applications. Whether MMS applications can develop faster and more actively requires operators to provide sufficient support to expand the openness of communication resources; mobile commerce service providers need to develop better products and Services, lower the threshold for enterprise use; MMS also needs to find the correct application model, do not take the road of spam messages. "With the gradual improvement of people's understanding of MMS and its value recognition, it can be expected that in the near future, MMS will surely become a weapon for upgrading customer relationship management in mobile commerce." Li Yan said.

If the Internet and 2G era are the era of planes and desktops, then 3G will surely be the handheld era of stereoscopic mobile applications. 3G makes it possible to integrate multiple applications. Under the premise of technological development and exponential growth of bandwidth, especially in front of rich and high-performance terminals, mobile commerce applications will definitely expand, penetrate into various industries, and integrate into In the lives of thousands of households and every ordinary consumer.

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