China's mobile value-added market began rapid development in 2002. In 2004 the total market scale reached 29.83 billion Yuan, which is predicted to reach 41 billion by the end of 2005.

As communication fees are charged solely by mobile operators, who also occupy 15 percent of the information fees, most of the revenues from mobile value-added business go to mobile operators. SPs only have a small share of the cake. Fortunately, this cake is huge. Even for the small share of the SPs, the income is considerably big. In 2004, the market scale further increased to 8.4 billion yuan. By the end of 2005, the SP value-added services are predicted to reach a total market scale of 12.35 billion. To SPs, year 2006 will enter the 3G era.

Year 2005 witnessed the decline in SMS revenues for most SPs, while operators' revenues are increasing steadily. According to data released by MII, in the first five months of 2005, SMS traffic was 114.78 billion messages, up 39.6 percent from the previous year. During this period, mobile phone subscribers in China reached 358 million. Per capita message per month is 64. SMS business will reach the development peak in 2006, after when the development focus will be industrial applications.

In the past three years, MMS grew rapidly. However, due to influence of seasonal factors and the adjustment of operators¡¯ policies, it appears a wave-like growth curve. But the market scale is continuously increasing. By the end of 2005, MMS business is predicted to reach a market scale of over 2 billion.

IVR business will not be greatly influenced in the initial development stage of 3G. As 3G progresses, some data business will attract IVR users, which will result in market decline of IVR in 2006 to 2007. However, as IVR has strong business innovation capability, the decline trend will be moderate.

WAP business is currently in a stage of obvious market enlarging and has great growth potential. At present, it is the best time to enter. However, investors should not expect the coming of 3G will bring considerable return of WAP investments very soon. WAP itself is a channel, carrying most of the mobile contents. Its development is based on the development of mobile application contents. For this reason, the development of WAP business will be sustainable and steady growth.

Mobile phone ring tones, color tones and phone music belong to wireless music. They have the inherit relationships. In 2005, the mobile phone ring tone market scale will reach 1.8 billion and enter the market saturation stage. Color tones will exceed ring tones by the end of 2005 and reach 5 billion. In 2007-2008, color tone market will decline. Mobile phone music is likely to be the first fast-growing value-added business in 3G era. From the beginning of 2006, mobile phone music will take on a fast development trend and will exceed color tone with a market scale of 8 billion in 2007.

With the explosive development of music phones, related 3G value-added services will be continuously initiated. In the 3G era, cell phone video will be a 3G service worth attention the most after cell phone music. Market scale of cell phone video in 2006 will reach 1.5 billion yuan. However, phone video will not reach rapid development until after 2007. As video communication through mobile phones is realized, phone video business will expand considerably. But what will attract the most attention in the future will be the multimedia playback function on mobile phones.

Limited by high fees and poor representation form, the development of mobile phone games has been very slow. Considering breaking the limitations of terminals and network, real programmed games such as Java and Brew will not gain rapid development until after 2007.

After 2008, the building of 3G networks will enter the optimization and expansion stage. By then, many more new 3G value-added services will emerge, which will in turn stimulate the existing MMS and LBS services.

2.SMS
2.1 SMS business introduction 
2.2 SMS business category 
2.2.1 Overview 
2.2.2 Entertainment SMS
2.2.3 Education SMS
2.2.4 Finance SMS
2.2.5 Medical care and beauty SMS
2.2.6 News SMS
2.3 Characteristics of SMS
2.4 SMS market scale and development trend 
2.4.1 Market scale 
2.4.2 Factors affecting SMS development 
2.5 Payment methods of Network SMS users 
2.6 Performance analysis of leading SPs 
2.6.1 SMS revenue comparison between TOM and Sina 
2.6.2 SMS service types provided by SPs 
2.6.3 SMS service charging methods by SP 
2.6.4 SP marketing strategy 
2.7 Operator's SMS business management analysis 
2.8 Conclusions and suggestions 

3.MMS
3.1 Introduction 
3.1.1 Definitions 
3.1.2 Characteristics of MMS 
3.1.3 Platform requirement
3.1.4 MMS industry chain 
3.2 MMS market status and trend 
3.2.1 MMS market scale and development trend, 2004-2005 
3.2.2 MMS subscribers, 2002-2005 
3.2.3 Factors affecting MMS development 
3.3 User analysis 
3.3.1 Analysis of user recognition 
3.3.2 Users'  intention to use MMS and analysis of reasons for not using 
3.3.3 Users' response to MMS price (0.6-0.9 yuan)
3.4 SP analysis 
3.4.1 SP market share ranking 
3.4.2 Analysis of MMS revenues of top 3 SPs concerning market share 
3.4.3 MMS products of TOM, Sina and KongZhong 
3.5 Operator's MMS business  
3.5.1 China Unicom's ¡®Color-e¡¯ service  
3.5.2 China Mobile' MMS marketing mode  
3.6 Conclusions and suggestions 

4.IVR service 
4.1 Introduction 
4.1.1 History of IVR 
4.1.2 Characteristics of IVR  
4.1.3 IVR business category 
4.1.4 Platform requirement
4.1.5 IVR industry chain 
4.2 IVR market status and trend 
4.2.1 IVR market scale and trend 
4.2.2 IVR marketing mode 
4.2.3 Factors affecting IVR development 
4.3 User analysis 
4.3.1 Age and gender analysis of IVR users 
4.4 SP analysis 
4.4.1 SP market share in Q4 04 and Q1 05
4.4.2 Product type analysis of leading SPs 
4.4.3 Product price analysis of leading SPs 
4.4.4 China Unicom SPs' IVR revenue 
4.4.5 China Mobile SPs' IVR revenue 
4.5 Conclusions and suggestions 

5.WAP 
5.1 Introduction 
5.1.1 History of WAP business in China 
5.1.2 Classification and innovation of WAP business 
5.1.3 Characteristics of WAP business 
5.1.4 WAP industry chain 
5.1.4.1 Structure of the industry chain 
5.1.4.2 Fee structure and allocation 
5.2 Market status and forecast 
5.2.1 WAP market scale, 2003-2005
5.2.2 WAP subscribers, 2003-2005 
5.2.3 Factors affecting WAP market development 
5.3 User analysis 
5.4 SP analysis 
5.4.1 China Mobile SPs' revenue ranking and market share 
5.4.2 China Unicom SPs' revenue ranking and market share 
5.4.3 Product type and price analysis of leading SPs 
5.5 Operator's operating analysis   
5.5.1 Operating characteristics of WAP websites 
5.5.2 China Mobile's WAP business  
5.5.3 China Unicom's WAP business  
5.5.4 Competition comparison of the two operators
5.6 Conclusions and suggestions 

6.Ring Tones 
6.1 Ring tone business 
6.1.1 Definitions 
6.1.2 Market overview  
6.1.3 Ring tone formats and classification 
6.2 Ring tone market status and trend 
6.2.1 World ring tone market analysis 
6.2.2 China ring tone market analysis 
6.2.3 China ring tone copyright analysis 
6.3 Ring tone industry chain structure  
6.3.1 Operators
6.3.2 Ring tone SPs 
6.3.3 Sound source chip makers 
6.4 Analysis of SP competition 
6.4.1 Ring tone SPs profit earning mode 
6.4.2 Analysis and comparison of leading ring tone SPs 
6.4.2.1 Sina 
6.4.2.2 TOM Online
6.4.2.3 Any8.com 
6.5 Conclusions and suggestions 

7.Color Tones 
7.1 Color tone business
7.1.1 Definitions 
7.1.2 Color tone service overview
7.1.3 Main types of color tone business
7.1.4 Life cycle of color tone business
7.1.5 Survey of color tone subscribers 
7.2 Color tone market status and trend 
7.2.1 World color tone market analysis 
7.2.2 China color tone market analysis 
7.2.3 Development barriers of China's color tone business
7.2.4 Color tone industry dynamics in China 2005 
7.3 Color tone industry chain
7.3.1 Color tone SPs operating pattern
7.3.2 Color tone CPs operating pattern
7.3.3 Record companies' color tone operating pattern
7.3.4 Operators' color tone policies and operating pattern
7.4 China's mobile operators' color tone business
7.4.1 China Mobile's color tone business
7.4.2 China Unicom's color tone business
7.5 Leading color tone SPs
7.5.1 Tencent
7.5.2 Sina 
7.5.3 Linktone
7.5.4 Colorme
7.5.5 Rockmobile
7.5.6 TOM
7.5.7 KongZhong
7.6 Mobile phone music downloads
7.7 Conclusions and suggestions 

8.Phone Video 
8.1 Overview of phone video business
8.2 Phone video market status and trend 
8.2.1 World phone video market analysis 
8.2.2 China phone video market analysis 
8.2.3 Forecast of phone stream media business
8.3 Analysis of phone video business
8.3.1 Factors affecting phone video business development
8.3.2 Six development problems of China's phone video industry
8.3.3 Opportunities provided to SPs by wireless video business
8.3.4 Introduction of main phone video applications
8.4 Phone video industry chain structure  
8.4.1 Operators
8.4.2 Phone video service providers
8.4.3 Video phone makers
8.5 Phone video SPs 
8.5.1 100tv.cn
8.5.2 eechu.com
8.5.3 15651.com
8.6 Conclusions and suggestions 

9.Mobile phone TV 
9.1 Phone TV business 
9.1.1 Definitions 
9.1.2 Overview of phone TV business
9.1.3 Implementation method of mobile phone TV
9.1.4 Characteristics of phone TV users
9.2 Phone TV market status and trend 
9.2.1 World phone TV market analysis 
9.2.2 China phone TV market overview 
9.2.3 China phone TV business development trend
9.3 Analysis of phone TV business
9.3.1 Phone TV business development opportunities
9.3.2 Phone TV business development opportunities
9.3.3 Introduction of main phone TV applications
9.3.4 Analysis of related national broadcasting, television and film policies
9.4 Phone TV industry chain structure  
9.4.1 Operators
9.4.2 Television stations (CPs)
9.4.3 Technical platform providers (content access providers)
9.4.4 Mobile/phone TV makers
9.5 Operator development strategy and dynamics of related players 
9.5.1 China Mobile's phone TV development strategy
9.5.2 China Unicom's phone TV development strategy
9.6 Conclusions and suggestions 

10.Mobile phone games 
10.1 Overview
10.1.1 Definitions 
10.1.2 Mobile phone game classification 
10.1.3 Characteristics of mobile phone games 
10.2 Mobile phone game market status and trend 
10.2.1 China mobile phone game market scale
10.2.2 Current development stage and trend of China mobile phone game industry
10.2.3 Factors affecting development of mobile phone game industry
10.2.4 Mobile phone game development trend in 2005 
10.3 Analysis of mobile phone embedded game products
10.3.1 Survey and analysis of the amount of mobile phone embedded games (Q3 02-Q3 04)
10.3.2 Survey and analysis of mobile phone game names (Q3 02-Q3 04)
10.3.3 Mobile phone game technical platform and development trend
10.3.4 Best 10 mobile phone games of 2004
10.4 Mobile phone game industry chain structure  
10.4.1 Mobile operators
10.4.2 Mobile phone game service providers
10.4.3 Mobile phone game developers
10.4.4 Mobile phone game players 
10.4.5 Mobile phone makers
10.4.6 Distribution channel
10.4.7 Mobile phone game related technologies providers
10.5 Analysis of leading SPs 
10.5.1 Tencent
10.5.2 Sina 
10.5.3 TOM
10.5.4 Netease
10.5.5 KongZhong
10.5.6 Mig
10.5.7 Digital-Red Mobile Software
10.5.8 DigiFUN
10.6 Analysis of mobile operators' mobile phone games
10.6.1 Analysis of Montnet mobile phone games
10.6.2 Analysis of China Unicom's Ufun mobile phone games
10.7 Conclusions and suggestions 
10.7.1 General trend
10.7.2 Marketing
10.7.3 Products and players
10.7.4 Suggestions

11.Mobile Commerce
11.1 Mobile commerce business
11.1.1 Definitions
11.1.2 Overview
11.1.3 Characteristics of mobile commerce
11.1.4 Mobile commerce mode
11.2 Mobile commerce market status and trend 
11.2.1 World mobile commerce market analysis 
11.2.2 China mobile commerce development background
11.2.3 China mobile commerce market analysis 
11.2.4 China mobile commerce development forecast
11.3 Mobile commerce business analysis
11.3.1 Mobile commerce development opportunities
11.3.2 Development bottlenecks of Mobile commerce
11.4 Mobile commerce industry chain structure  
11.4.1 Operators
11.4.2 SPs
11.4.3 Mobile commerce platform suppliers
11.4.4 Distribution channel
11.5 Operator development strategy
11.5.1 Foreign operator development strategy
11.5.2 Domestic operator development strategy
11.6 Dynamics of Mobile commerce SPs
11.7 Analysis of SP competition 
11.8 Main mobile commerce services
11.8.1 SMS domain name registration 
11.8.2 Mobile phone ticket booking 
11.8.3 Mobile phone search
11.8.4 Mobile phone advertising
11.8.5 Mobile phone purse
11.8.6 Mobile phone lottery
11.9 Conclusions and suggestions 

12.Mobile Phone Payment 
12.1 Mobile phone payment business 
12.1.1 Definitions 
12.1.2 Mobile phone payment overview 
12.1.3 Mobile phone payment model 
12.2 Characteristics of mobile phone payment 
12.2.1 Business characteristics of mobile phone payment 
12.2.2 Flow characteristics of mobile phone payment 
12.2.3 Fee charging of mobile phone payment 
12.3 Mobile phone payment market status and trend 
12.3.1 Development status of world mobile phone payment business
12.3.2 Development trend of world mobile phone payment business
12.3.3 Development status of China mobile phone payment business
12.3.4 Environmental factors of China mobile phone payment development
12.3.5 Barriers facing China mobile phone payment business
12.3.6 Solutions to mobile phone payment business barriers
12.3.7 Development prospects of China mobile phone payment business
12.4 Mobile phone payment business mode
12.5 Analysis of mobile phone payment business
12.5.1 Mobile phone fee-charging service
12.5.2 Mobile phone purse business 
12.5.3 Mobile phone bank business 
12.5.4 Mobile phone credit platform business
12.5.5 Analysis of mobile phone payment business development
12.6 Mobile phone payment industry chain structure  
12.6.1 Operators
12.6.2 Banks (service providers)
12.6.3 Mobile pone payment platform operators
12.7 Development trend of mobile phone payment industry chain  
12.7.1 China Mobile's mobile phone payment development strategy
12.7.2 China Unicom's mobile phone payment development strategy
12.7.3 Banks' mobile phone payment development strategy
12.7.4 Development of payment platform operators
12.8 Factors affecting mobile phone payment development
12.9 Conclusions and suggestions 
12.9.1 Market development conclusions
12.9.2 Market development suggestions

13.Mobile Location Positioning Service (LBS) 
13.1 Introduction of positioning service 
13.2 System composition of positioning service
13.2.1 Space position obtaining (positioning platform)
13.2.2 LBS management system
13.2.3 Information transmission system
13.2.4 Geographic information system (GIS)
13.2.5 Service providing system
13.2.6 Mobile terminals
13.3 Wireless positioning technology
13.4 Business classification and main applications of positioning service
13.4.1 Burst service
13.4.2 Tracking and monitoring
13.4.3 Location based information
13.4.4 Getting-help service
13.5 Precision requirement of positioning service 
13.6 Global LBS operating market development
13.6.1 Europe and US
13.6.2 Japan and South Korea
13.6.3 Global LBS market development forecast
13.7 China LBS operating market development
13.7.1 Overview
13.7.2 Operator development
13.7.3 Development of the industry chain 
13.7.4 LBS user amount in China
13.7.5 LBS operating revenue in China
13.7.6 Positioning terminal market scale in China
13.7.7 E-map market scale in China
13.7.8 China car navigation market scale
13.8 Prospects of China's positioning service
13.8.1 LBS applications of handheld terminals
13.8.2 LBS applications of private cars
13.8.3 Safety rescue applications
13.8.4 Position tracking applications
13.8.5 Mobile advertising
13.9 Positioning service development trend 
13.9.1 Positioning service market development scale in the coming few years
13.9.2 Advantageous conditions of positioning service development
13.9.3 Adverse factors of positioning service development
13.9.4 Application development trend
13.9.5 Technology development trend
13.10 Private market consumer survey of China's positioning service
13.10.1 Consumer recognition
13.10.2 Consumers' concerns
13.10.3 Consumer usage
13.10.4 Consumer's purpose of using
13.10.5 Consumer's price acceptance degree
13.10.6 Factors affecting consumer's using
13.10.7 Problems existed in positioning service
13.10.8 Consumer viewpoints about prospects of positioning service
13.11 Analysis of positioning service industry chain 
13.11.1 Composition of positioning service industry chain
13.11.2 Income and expenditure mode of positioning platform operators
13.11.3 Income and expenditure mode of application platform operators
13.11.4 Income and expenditure mode of service providers
13.11.5 Cooperative mode of links in the industry chain
13.12 Positioning service SPs
13.12.1 Guodu Group
13.12.2 GCI Science & Technology Co., Ltd
13.12.3 Guangdong Iscreate Communication Co., Ltd
13.12.4 ChinaOk.com CBI Group
13.12.5 Hangzhou Red Rain Technology
13.12.6 Beijing Antong Vehicle Satellite Positioning & Communication Co., Ltd
13.12.7 Aircom
13.12.8 Beijing Huayu Network Technology
13.12.9 Sichuan Great Wall Soft Technology Co., Ltd
13.12.10 Unicom Guomai Co., Ltd
13.12.11 Airversal Technology
13.12.12 Orient Star
13.12.13 Go2Map
13.12.14 Beijing Lingtu Software
13.12.15 China Quest
13.12.16 Beijing Zhixiang Communication Co., Ltd
13.12.17 Hunan Global Village Communication Co., Ltd
13.13 Sum-up of market development analysis 
13.13.1 China LBS market competition
13.13.2 Analysis of market development space
13.13.3 Analysis of positioning service SPs
13.13.4 Analysis of market development mode
13.14 Suggestions to China's positioning service SPs
13.14.1 Market needs a cultivation period
13.14.2 Precision has influence on service development
13.14.3 Providing contents needed by users
13.14.4 Consider related problems while developing business

14.China Mobile's Wireless Data Business in 2005
14.1 Status quo
14.2 Development strategy
14.2.1 Development strategy
14.2.2 Development mode
14.3 Regulation on Montnet
14.4 Montnet SMS business
14.4.1 Overview
14.4.2 Fees & fares
14.4.3 Problem solving solutions
14.5 MMS business
14.5.1 Definitions
14.5.2 Development overview
14.5.3 Development strategy
14.5.4 Problems
14.6 Color tone business in 2004
14.6.1 Development overview
14.6.2 Business introduction
14.6.3 Fees & fares
14.6.4 Characteristics of color tone business
14.6.5 Business promotion
14.7 IVR business in 2004
14.7.1 Definitions
14.7.2 Development overview
14.8 WAP business in 2004
14.8.1 Definitions
14.8.2 Development overview
14.8.3 WAP-supporting terminals
14.8.4 Fees & fares
14.8.5 Development trend
14.9 Sui-e-xing business in 2004
14.9.1 Introduction
14.9.2 Definitions 
14.9.3 Business classification 
14.9.4 Business characteristics 
14.9.5 Fees & fares
14.9.6 Business development overview
14.9.7 Supporting terminals
14.9.8 Business promotion strategy
14.10 Baibaoxiang business in 2004
14.10.1 Definitions
14.10.2 Business characteristics
14.10.3 Business development overview
14.10.4 Supporting terminals
14.10.5 Fees & fares

15.China Unicom's Wireless Data Business in 2004
15.1 Development strategy in 2005 
15.2 Business promotion, 2003-2004
15.3 Analysis of UNI platform development in 2005 
15.3.1 Development focus of value-added business in 2005 
15.3.2 Problems existing in the value-added business value chain
15.3.3 UNI strategic cooperation
15.3.4 UNI development overview
15.4 U-sms business in 2004 
15.4.1 Introduction
15.4.2 Development overview
15.4.3 Fees & fares
15.4.4 Promotion strategy
15.4.5 Introduction of U-sms SPs
15.5 Color-E business in 2005 
15.5.1 Definitions
15.5.2 Business overview
15.5.3 Business development
15.5.4 Supporting terminals
15.5.5 Fees & fares
15.6 IVR business in 2004 
15.6.1 Definitions 
15.6.2 IVR development in 2004
15.6.3 New IVR business¡ªLi Yin Jie
15.7 U-info business in 2003-2004
15.7.1 Definitions
15.7.2 Business introduction
15.7.3 Development overview
15.7.4 Supporting terminals
15.7.5 Fees & fares
15.7.6 Promotion strategy
15.8 U-power business in 2005 
15.9 Unet business in 2003-2004
15.10 Ufun business in 2003-2004

16.Wireless Data Business Comparison between China Mobile and China Unicom in 2005
16.1 3G development strategies of China Mobile and China Unicom in 2005 
16.1.1 Mobile operators exploring 3G operating strategies in 2005 
16.1.2 Mobile operators exploring 3G industry pattern in 2005 
16.2 China Mobile's wireless data business development in 2005 
16.2.1 Adjusting revenue dividing mode
16.2.2 Speeding up building of MISC platform
16.2.3 Establish different management mode
16.3 China Unicom's wireless data business development in 2005 
16.3.1 Brand adjusting
16.3.2 Cultivate value-added business market
16.3.3 Speed up industry chain adjustment
16.3.4 Strengthen cooperation with CPs and SPs
16.4 Montnet SMS v.s. U-sms
16.5 MMS v.s. Color-e
16.5.1 Position
16.5.2 Terminals
16.5.3 Service price
16.5.4 Content providing
16.5.5 Sum-up
16.6 WAP v.s. U-info
16.6.1 China Mobile and China Unicom's differences on WAP business
16.6.2 China Mobile and China Unicom's commonness on WAP business
16.7 Sui-e-Xing v.s. U-net
16.7.1 Sui-e-Xing
16.7.2 U-net
16.8 Baibaoxiang v.s. U-fun
16.8.1 U-fun
16.8.2 China Unicom's reasons of choosing BREW
16.8.3 Baibaoxiang
16.8.4 Problems facing Baibaoxiang service
16.8.5 Solutions to problems facing Baibaoxiang service
16.8.6 Development of mobile phone games in Baibaoxiang and U-fun
16.9 Positioning service v.s. U-map
16.9.1 Development overview of positioning services
16.9.2 Comparison of positioning services
16.9.3 Necessary factors for positioning services

17.Mobile Value-added Services in 3G Era