Abstract: mobile e-commerce (E-commerce) is a new direction of development of e-commerce, has a very broad market prospects. In this paper, the rapid development of China's mobile commerce trend start, analyzes the current development of mobile e-commerce, characteristics and development prospects, it puts forward the development process of the outstanding issues and make a simple forecast its future trends.
Paper Keywords: mobile e-commerce, characteristics, trends First, the Chinese mobile commerce trend of rapid development in recent years, the global mobile communications in the rapid development of digital technology and networking has become an irreversible trend. Chinese mobile communications industry after years of development, in terms of network infrastructure, subscribers and mobile communications services, have maintained a momentum of rapid development. Mobile users from less than 50 million in 1999 soared to 470 million in 2007. According to the latest data released by the Ministry of Industry and Information Technology show that: the end of August 2008, the number of mobile phone users is approximately 6200 million (Figure 1-1), as of September 2009, the national fixed-line telephone users reduce 12,418,000 households, reaching 328 million mobile phone users increased 61.406 million, the first time exceeded 700 million, reaching 703 million. China has become the largest number of truly global, the largest and most abundant resources of the mobile communications market.
Figure 1-1 Statistics from China's mobile phone users to view your area: Eastern 60.8% 24.1% Central West 15.1%. From different provinces: Guangdong WAP active users reached 970 million, accounting for 1/4 of the country. Beijing and Shanghai, the number of active users of WAP 1.7 million, respectively, and 130 million people. WAP Internet can be said that China has reached a tipping point of rapid growth, the development of the wireless Internet will usher in the climax.
With the massive popularity of mobile phones, domestic use of mobile Internet users has surged. According to the '24th Statistical Report on Internet Development in China' CNNIC released today revealed that as of June 2009, the domestic use of mobile Internet users reached 155 million, an increase of 32.1% within six months. Internet search and mobile search compared with a distinct advantage in the following two ways:
First, the mobile search of greater convenience. Mobile phone users can at any time, any place to search for content, including news, hotel information, without having to open the computer and look for the network interface.
Second, the phone allows users to search for information on a richer and better user experience. Phone not only as a terminal carrier mobile search, but also supports GPS positioning (at least you can use GPRS positioning), applications like the phone itself, will be well utilized in the mobile search.
Although the number of users scale, mobile search will likely end up being mobile music, mobile TV, etc. for Mobile Broadband Internet surpassed the popularity of the application, but practical help mobile search users exhibited a large living needs, and the phone On the small screen, users still need to use search to get more music and video content. So rapid development of mobile music applications, but also promote the development of mobile search.
Second, China's rapid development of mobile commerce features currently entering the mobile business to develop mobile commerce value for the characteristics of resource development and the value of the development phase, since entering in 2007, the development of mobile commerce substantial changes occur. Its most notable features are:
⑴ start out SMS vulgarization of siege.
⑵ start out content with satisfaction.
⑶ started out of a general pattern of exploration.
⑷ began the research to explore the development of business models and value systems development.
This change has been keen attention of venture capitalists, rational thinking and system development started. Text messaging is one of mobile communication services in China is currently the most mature, and messaging and enterprise applications has become a combination of low-cost Chinese mobile commerce, quick return, implementation patterns and easy to operate. CCW Research (CCW Research) found in the deployed mobile business applications for users SI / ISV, there are 60.7% of SI / ISV to deploy to users of mobile commerce is the use of SMS technology.
Survey showed that industry mobile business applications market more balanced distribution, in many industries there is demand for mobile commerce applications. Government departments and manufacturing, distribution, financial sector is the main industry of mobile business applications market, logistics, distribution, FMCG, high mobility and service industries such as restaurants, travel agencies, also has a wide range of market needs.
In addition, to enhance the user consumer awareness is one of the basic elements of mobile commerce market expansion, mobile commerce and mobile solutions in the overall information technology industry applications public security, transportation, financial and other market continues to accelerate the pace of expansion, and implemented by the partial pilot started to break. Among them, the 'mobile banking', 'mobile security', 'police communications', 'Group CRBT' and mobile commerce services have begun to some extent, popularize and promote.
Management software, mobile applications, mobile terminal software development and mobile business solutions and implementation provide a good opportunity for development of China's software industry. As China's management software is currently the most widely used and mature application software market, implementation of the management system of the enterprise to provide efficiency, reduce costs, mobile application management software produces a clear demand. Combined messaging and management software is a typical management software mobile application mode.
Forecast simple three future trends from the users can enjoy anytime, anywhere convenient and flexible services to enterprise application and data will be extended to the staff today is not fixed, mobile e-commerce provides an increase in revenue, streamline core processes and new ways to reduce costs. Faced with this new e-commerce development model 'Opportunities and Challenges' co-exist, particularly in the less developed areas in western ideology of people have yet to change the development model suitable for small and medium enterprises and the general public use needs to be further explored mobile e-commerce for the people to bring exciting opportunities, but also brings associated with the inherent complexity and risk, specifically in the following aspects.
(A) protect the safety of various data currently on the safety of mobile e-commerce preliminary application show that: the biggest obstacle facing the mobile e-commerce is to win the trust of customers, a security breach is likely to lead all efforts fall short. Therefore, how to protect the legitimate user information (accounts, passwords, etc.) are not violated, is an urgent problem to be solved. In addition, we should also address security issues better electronic payment systems, goods distribution system.
Achieve bandwidth issues (b) technology compared to wired, wireless spectrum and power constraints make it less bandwidth, higher bandwidth costs, while development of packet switching makes changes to the shared channel; large delay; the connection reliability low, when out of coverage area, service is denied access. So ISP should optimize the use of network bandwidth, while increasing network capacity to provide a more reliable service.
Demand (c) value-added applications although operators and application service providers in the network security, authentication, has made great efforts to ensure that users can at any place, any time a safe, timely, secure access to interactively move in recent years information and services, reduce the user data transmission in the mobile business information distortion, illegal tampering, repudiation transaction risk, enhance the security of wireless transactions.
However, the application of the current situation, the personal use of mobile e-commerce focused on access to information, ticketing, stocks, etc., the lack of more and more attractive applications, which will undoubtedly restrict the development of mobile e-commerce.
At present, the majority of business users, the government and a large number of industrial users demand is to 'add value-added effect.' Because, quite a number of enterprises and organizations, already have a certain application of information technology-based, many industries have achieved OA, financial management, information technology, there are some companies realize the ERP, CRM and SCM and other aspects of the successful application of These applications for the implementation of mobile commerce has laid a solid foundation. However, these units also met and made a number need to be integrated, integrated, multi-dimensional communication, rapid delivery, the dynamics of the problem to be solved.
Therefore, the demand of these enterprises and organizations, no longer is a generalization of the demand, but an innovative demand; a proactive demand; a butt-type practice and application needs; an extension of the dynamic managerial needs.
Mobile commerce is the most close to the main business activities involved in a class of e-business models, to apply mobile communication technology and mobile terminals feature. Since the correspondence between the user and the mobile terminal through the object can be accurately communicate with the mobile terminal for the first time, make more out of the shackles of the user device status and network environment to maximize ride to freedom of commercial space, important supplement to traditional e-commerce. Despite the ongoing mobile e-commerce, there are still many problems, but with its fast development and popularity, will soon become the main battlefield of the future of e-commerce.
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