subject: Nokia Transfiguration Sp Service Targeting China's Rural Market [print this page] Since the announcement, after the mobile Internet strategy, Mobile Manufacturers have not summarized Nokia Current position, recently, it added a new title "SP" (service provider).
Today, Nokia officially announced in China Market Launching the "Life Link" service, which is Nokia's Ovi brand of Internet services following a sub-brand, designed mainly for emerging markets. Back in July 2009 the first commercial market in India, to April 2010, active users of the service has exceeded 1.5 million.
"Living through" the main business model: Nokia, with content providers (CP) Cooperation To the form of SMS push relevant content to the user, if the user selects a monthly subscription service, the monthly service fee of 5 to 8 yuan, the expenses China Mobile (00941.HK), took charge, and then carried into with Nokia.
In this cooperation model, Nokia and China Mobile and other positioning of the SP exactly the same. Has now reached a cooperation with Nokia CP include: 39 Health Net, agricultural information and communication technology, the British Council, Beijing, four in the School, the Sina, the air net.
Nokia Internet Services Xu Weili, director of Internet services in emerging markets, said China's current rural population of 7.3 million, accounting for about 53% of the population in rural areas Mobile Only 72 million users, yet have more than 600 million mobile phone users in rural areas is the future of Nokia phones and business expand.
However, only two also released the price of the Nokia 250 yuan to 300 yuan in the ultra-low-end mobile phone 1800 and 1616, built the service, including the download client and other ways to expand the user is currently still in planning in.
Nokia Greater China, Korea and Japan, LIANG Yu-mei, senior vice president, said before the end of the year, Nokia will launch more than 10 mobile phone models support the service, "Nokia for the expansion of China 'living through' the user and the ambition to obtain the relevant income vigorous program. "
It is worth noting, SP in the Chinese market has experienced its peak development, into a downstream channel, the concept that SP can not be out of the listed companies have been acquired or the fate of the huge loss, the income of the SP market can not the prosperity of the times a few years ago the same breath.
In addition, as early as four years ago, around the branch of China Mobile launched the nationwide rural users as the main objective of the "Rural Credit" service, push relevant information to farmers, a monthly subscription fee of only 3 per However, after several years of development, "agricultural ICT" of the development is not satisfactory, the user in very small amounts.
Nokia launched "Life Link" and "agricultural ICT" is very similar to Nokia's vice president for Internet business PhilKemp (Kang Pengfei) acknowledged that Nokia and operator of the business relationship between the degree of competition, but he thinks Nokia The advantage is that it can provide a very personalized service, such as prices of agricultural products to farmers can be refined to the local township or village market. To this end, Nokia will most of the business are on the localization of R & D to China.
But the huge rural market, Nokia is difficult and complex is probably easily manageable. "For a fee service, the user can choose to customize or not to customize, which Nokia is an enormous challenge." LIANG Mei said.
Greater challenge is, this is the second time Nokia launched a competition with the operators of business, for the first time last month launched the "sharing music with the" business, completely free of charge to users in China, and China Mobile The "wireless music club," direct competition.
In addition, the Nokia mobile phone business is built through achieved in the promotion, at a time when mobile phones built-SP led to charges being questioned unknown critical time, on April 21 this year, the Ministry of Industry and issued a "mobile phone custom regulations" shall not be built customized mobile phone services curing SP.
Nokia person explained that since "life" service in the custom before the message to the user inform the charge standard, therefore, not part of the Ministry of Industry and "prohibited" areas of the built-SP business.
