Unwired Business Cases in Mobile Business

《Unwired Business Cases in Mobile Business》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、ChapterI: MobileInnovationandtheMusicBusinessinJapan—TheCaseofRingingToneMelody("Chaku-Mero")AkiraTakeishi, HitotsubashiUniversity,JapanKyoung-JooLee, HitotsubashiUniversity,JapanThispaperexaminesthedevelopmentprocessandsuccessfulfactorsoftheringingtonemelody

2、downloadingservice,or"Chaku-Mero,"inJapan.Chaku-Mero,arguablythemostsuccessfulmobile(m)-commercebusinessintheworld,isamobileInternetserviceinwhichasubscribercoulddownloadfromawideselectionofmusicmelodieshis/herfavoriteforafeetogetitringwhenthemobilephonerecei

3、vesacallormessage.Thischapterdescribestheprocessofhowthisbusinesshasevolvedfrompre-mobile-Internetphaseofrelatedbusiness;examinesthestructureofthebusiness;andanalyzeswhysomecontentprovidershavebeenmoresuccessfulthanothers.Someimplicationsfortheprospectsofmobi

4、leInternetbusinessesformusicandotherculturalcontentswillbeprovided.ObjectivesTheprimarypurposeofthischapteristoexaminehowtheChaku-MerobusinessinJapanhasbeenlaunchedanddevelopedsuccessfullytocreateabout$1billion(currentlyUS$1=110yen)marketwithin4years."Chaku-M

5、ero"isanabbreviationof"chakusinmerodi"inJapanese,whichstandsforringingtonemelody.AChaku-MeroserviceuserdownloadsadigitalizedmusicfilethroughtheInternetforafeeandhasitplayedasaringingtoneforthemobilephonehandset.Thisdownloadserviceaccountsforthelargestmarketam

6、ongJapan'spaidmobileInternetservices,thusmakingtheworld'slargestmobileInternetmarketandthemostsuccessfulmobile(m)-commercebusiness.Furthermore,theChaku-MerobusinessisarguablyoneofthemostsuccessfulcasesintheworldofpaidculturalcontentbusinessontheInternet,beitf

7、ixedormobile.Thischapterattemptstogivebriefanswerstothefollowingquestions:WhatevolutionarypathshastheChaku-Merobusinesstakentoformthecurrentbusinessmodel?WhathasmadeitpossibletocreatethelargestmobileInternetmarketwithinashortperiodoftime?Howdofirmscompeteinth

8、isbusiness?[1] Althoughthischapterstillremainspreliminaryanddescriptive,theresearchresultsprovidesomevaluableimplicationsforfuturedirectionsofmobileInternetservicesnotonlyinJapanbutalsoin