【名称及出版时间】：中信建投-行业深度研究报告：从日本移动增值服务市场的发展看中国前景-091207
【来源】：中信建投
【文件格式】：PDF
【页数】：40
【内容提要】：
一、日本 3G业务的发展历程、现状及趋势.................................................................................................................1
（一）日本3G 发展大致经历了三个阶段..................................................................................................................1
（二）日本3大移动运营商情况介绍........................................................................................................................6
1. NTT DoCoMo.........................................................................................................................................................7
2.KDDI.......................................................................................................................................................................9
3.SOFTBANK.............................................................................................................................................................9
（三）日本具备高成长性的增值业务介绍..............................................................................................................10
1.无线音乐下载类市场...........................................................................................................................................13
2.手机游戏市场.......................................................................................................................................................13
3.电子图书市场.......................................................................................................................................................14
4.资讯信息市场.......................................................................................................................................................16
二、具备代表性的日本移动增值公司的情况介绍......................................................................................................17
（一）DENA...............................................................................................................................................................17
1.基本情况...............................................................................................................................................................17
2.基本业务介绍.......................................................................................................................................................19
小结：......................................................................................................................................................................20
（二）GREE .................................................................................................................................................................20
1.基本介绍...............................................................................................................................................................20
2.主要特点...............................................................................................................................................................23
3. 盈利模式.............................................................................................................................................................23
4.业务分析...............................................................................................................................................................23
小结：......................................................................................................................................................................24
（三）MIXI ..................................................................................................................................................................24
1.基本介绍...............................................................................................................................................................24
2.Mixi主要特点.......................................................................................................................................................25
3.盈利模式...............................................................................................................................................................26
4.业务盈利分析.......................................................................................................................................................26
小结：......................................................................................................................................................................27
三、中国移动增值服务发展的现状及前景分析..........................................................................................................28
（一）中国3G 发展进程...........................................................................................................................................28
（二）国内运营商的比较..........................................................................................................................................28
（三）移动增值业务将随着 3G的普及获得更广阔的空间....................................................................................29
（四）日本对中国增值业务发展的启示..................................................................................................................29
1．手机阅读............................................................................................................................................................30
2.手机游戏：...........................................................................................................................................................31
3.移动SNS （Social Network Service）................................................................................................................33
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