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The Practical Study of Optimizing and Commercializing Mobile Value Added Service in China
KTH, School of Information and Communication Technology (ICT).
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

As the fast development of mobile communication technology, mobile value added service (VAS) kept booming, the maturation of the mobile payment solutions also promoted the industry to become more consummate and profitable. As the cost of duplicating e-products is low while the return on investment is considerable high in this industry, many mobile VAS company are searching for bigger and challenging market such as China. The general aim of this thesis project is to provide practical solutions for these companies to successfully enter into the Chinese market.

To fulfill this goal, the thesis studied behavior patterns of Chinese mobile VAS users by questionnaires, results indicated that variables and factors assessed in this study can significantly affect customers’ consume behaviours. Furthermore feasible business models and corresponding cooperative strategies were proposed and discussed in perspectives of value network, profitability and product control, which are tightly correlated to the commercialization of product. Moreover, this thesis introduced different marketing strategies to support the implementation of business models and introduced open and closed innovation conceptions for strategic development of mobile VAS companies’ growth in future.

Place, publisher, year, edition, pages
2012. , 80 p.
Trita-ICT-EX, 12
Keyword [en]
mobile value added service, user behaviour, mobile payment, business model, marketing, profitability, value chain
National Category
Engineering and Technology
URN: urn:nbn:se:kth:diva-90808OAI: diva2:506593
Subject / course
Communications Systems
Available from: 2012-02-29 Created: 2012-02-29 Last updated: 2012-02-29Bibliographically approved

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