BDA - Opportunity through Insight

Analyst Notes	more»
Sep 25 2009	Full PDF Version

China Mobile's App Store: How Will 'Mobile Market' Fare

? On 17 August 2009 China Mobile announced it was officially launching ‘Mobile Market', China's very first operator-run application store. Mobile Market provides an on-line marketplace where users can download mobile phone content and software, such as music, games, videos, e-books, themes, wallpaper, and various handset tools. It also supports multiple means of access by which users can download content or software to their handsets, either by way of an online platform (www.mmarket.com), or a handset client. ? Mobile Market provides China Mobile with a whole new field in which cooperation with application providers and device vendors can be enhanced, ultimately giving the company strengthened control of the mobile service value chain. ? China Mobile's large mobile subscriber base provides Mobile Market with a huge addressable market. Other advantages for China Mobile lies in its tied and trusted billing channel as well as high implementation capability. ? The biggest problem facing Mobile Market is the handset compatibility issue. China Mobile has to carry out significantly more work in the testing and approval of submitted applications and find the difficulty in promoting Mobile Market's handset client. ? China Mobile has set Mobile Market the ambitious target of gaining 200 million users, 10,000 corporate developers and 200,000 individual developers by the end of 2012. However, end users' willingness to purchase applications from Mobile Market may not be as great as China Mobile thinks. ...

Analyst Notes

more»