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	August 17, 2010 A Snapshot Of Emerging Mobile Commerce In China Understanding The Adoption Of Key eBusiness Applications Within A Regional Context by Zia Daniell Wigder with Carrie Johnson, Thomas Husson, Julie A. Ask, Brendan McGowan	Average: 8  (2 ratings)

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Executive Summary

With almost 800 million mobile phone subscribers and 23 billion short message service (SMS) messages sent during the 2010 Chinese New Year holiday alone, metropolitan China outpaces every other market in the world when it comes to mobile activity. As SMS use in China continues to grow and more advanced mobile data applications emerge, eBusinesses in China are increasingly taking advantage of this evolving medium. Few consumers in China are making purchases on their mobile devices today, but a series of applications are creating a path for a robust mobile commerce market to emerge in China. Indeed, shoppers in all countries in Asia Pacific have moved beyond mainstream purchases of ring tones and ring-back tones to more sophisticated use of their mobile devices. This report will help eBusiness executives determine which mobile applications are gaining momentum in China and provide a perspective on how metropolitan China compares with its regional neighbors when it comes to mobile commerce adoption.

TABLE OF CONTENTS

• China's Mobile Use Is Massive And Growing
• Consumers In China Engage With Brands On Their Mobile Devices

WHAT IT MEANS

• Assumptions Of Uniformity In Asia Pacific Mobile Adoption Are Flawed
• Supplemental Material
• Related Research Documents

This is an excerpt

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