Development Status and Trend of Mobile E-commerce
(A) the development status and trends of domestic mobile e-commerce
With the rapid popularization and application of mobile communication technology, mobile electronic products gradually matured in the United States in the early 1990s, and then developed rapidly in Japan and South Korea. The number of officially commercialized mobile e-commerce services also appeared in Japan and South Korea for the first time, becoming a global leader in this field. In recent years, the attention and participation of mobile e-commerce in mobile operators, commercial banks, card organizations, telecom operators, IT vendors, mobile phone manufacturers and other organizations has made a breakthrough in global development and has become an effective means for countries, especially developed countries, to improve their economic competitiveness and win the global allocation of superior resources.
Compared with the global mobile e-commerce business, with the rapid development at the beginning of this century, China has entered the pre-heating period of the mobile e-commerce market. Since 2000, mobile communication companies and commercial banks in China have launched the "mobile banking" service of bank card account payment, mainly focusing on personal account management and payment services, such as prepaid telephone charges. Since 2003, the number of mobile payment participants in China has been increasing, and the number of SP (service provider) in the market has gradually increased. In this country, the number of main mobile payment modes, mobile phone number and bank card number must be paid. At present, the domestic mobile e-commerce model is taking shape, and the market has gradually shifted from the initial warm-up period.
(B), the development status of mobile e-commerce in Fujian Province and
trend
In recent years, in the provinces with rapid economic and social development, the basic and technical conditions for developing the necessary economical mobile e-commerce have been formed. In 2008, the province's GDP reached108.23 billion yuan, that is, the per capita GDP was 3065.438+023 yuan. By the end of 2008, there were 23.68 million mobile phone users in our province, an increase of 560 million over the same period of last year, and the mobile phone penetration rate reached 6.6 13/ 100 people, which laid a good foundation for the rise of mobile commerce economy. The province has launched a mobile wallet based on mobile operators and a micropayment platform for mobile commerce applications, and initially realized the payment of utilities, mobile phone bills, charitable donations, examination registration fees, newspaper subscriptions and lottery tickets, insurance and purchase of game cards, application software, etc. 10. Among them, only mobile phone users in Fujian exceeded10.3 million, and the payment transaction volume in 2008 was about 6 million yuan, which developed rapidly.
Mobile e-commerce is an important part of the modern frontier e-commerce system. The 11th Five-Year Plan of e-commerce in Fujian Province attaches great importance to it and encourages the development of mobile e-commerce in the 11th Five-Year Plan. 16 The Provincial Department of Economic and Trade, the Provincial Department of Information Industry and the Provincial Communications Administration demonstrated mobile e-commerce in the Opinions on Strengthening the Development of E-commerce in Fujian Province (Fujian Economic and Trade Business [2008] No.255), encouraging basic telecom operators, telecom value-added service providers, content service providers and financial service institutions to cooperate to build a mobile e-commerce service platform and explore new service models for different levels of consumers. "Therefore, it is necessary to implement" Several Opinions on Accelerating the Development of Mobile E-commerce "in our province.
Second, Fujian mobile e-commerce development and guiding principles
(A) the guiding ideology
In-depth implementation of Scientific Outlook on Development, in accordance with the requirements of the central government's construction to support the economic zone on the west side of the Taiwan Strait and the "two pioneering areas" of the provincial strategic plan, with market demand as the guide, business as the guide, business model innovation as the focus, environmental improvement as the focus, and the driving force of demonstration projects as the starting point, we will promote the application of key areas and industries of mobile e-commerce by supporting the construction of key projects, expand the value chain of mobile e-commerce industry, and accelerate the prosperity of Xiamen and Xiamen. Mobile e-commerce demonstrates Quanzhou area, and the rising radiation drives the e-commerce in northwest Fujian? The gradual application of this technology will promote the adjustment of our government's industrial structure, promote the transformation of economic growth mode and improve the quality and efficiency of the national economy. The whole province will be used to build and develop the west pilot area of mobile e-commerce.
(2) development principle
1, government guidance, enterprise-led. Government departments' market access, financial support, resource integration, formulation of laws and standards, strengthening support, guidance and standardization of mobile e-commerce, with local characteristics and close ties with Fujian, and formulating other plans and supporting measures to create a good innovation environment, cultural and policy environment for the development of mobile e-commerce, and improve the motivation and reliance of enterprises to promote the development of mobile e-commerce.
2. Pilot innovation model. Focusing on business model innovation, all parties in the mobile e-commerce industry chain explore cooperation models, conduct pilot projects in key industries, key fields and key fields, and explore the development path of mobile e-commerce and Fujian regional characteristics.
3. Create a safe environment. Promote the formulation and standardization of local policies and regulations, speed up the mobile e-commerce system, technical standards and norms, strengthen market supervision, standardize market order, guard against financial risks and ensure transaction safety.
4. Focus on promoting coordinated development. Adhere to the demand-oriented, focus on the construction of key projects, promote the key areas, key application areas and regions of mobile e-commerce, and promote the coordinated development of pilot demonstrations of mobile e-commerce.
Third, the development goals of mobile e-commerce in Fujian Province
By the 11th Five-Year Plan period, after the infrastructure construction of mobile e-commerce service platforms and credit service operation center platforms in nine districts and cities in the province is completed, the development environment, supporting system, technical services and popularization and application of mobile electronic products have basically taken shape, the value chain and business model of mobile e-commerce industry have been improved, and mobile e-commerce has been widely used in key regions, key regions and key industries, making it an important gathering place for the construction of the economic zone on the west side of the Taiwan Strait, and mobile e-commerce has become a domestic electronic transaction.
Goal in 2009: Establish an open and secure mobile commerce platform architecture, technical standards and business specifications, and support the development of unified portal, unified data, unified interface and new unified mobile e-commerce service management framework. Initially integrate the current e-commerce applications, select regions and cities with good conditions for pilot projects, and carry out pilot projects on the influence of large-scale enterprises in key areas of public utilities such as public transportation.
20 10 objective: to better select the pre-trial departments of commercial promotion and related industries and discuss the determined business model. Improve the function of mobile e-commerce platform, establish an information center supporting five services, such as information processing, collection, storage, query and analysis, and accelerate the development and access of new mobile e-commerce services (SI services), covering key areas of application forms in major districts and cities in the province.
Objectives of 20 1 1: scale, industrial development, three breakthroughs in mobile e-commerce market technology research, coordinated development of four mobile e-commerce market environments, basic graphics generation of supporting systems, technical services and promotion. Upgrade and expand the mobile e-commerce platform, build a business engine, realize the functions of business forum, intelligent search and business intelligence analysis, improve the existing system management functions and interfaces, and build a comprehensive mobile e-commerce industrial chain. By 20 1 1 year, the number of mobile e-commerce users has grown to more than 12000, and the annual transaction volume exceeds 2.8 billion RMB.
Four main tasks
Fujian Mobile E-commerce Service Platform Fujian Mobile E-commerce Development (1) Construction. Encourage more basic telecom operators, value-added telecom service providers, content service providers and financial service institutions to cooperate to establish a user-oriented mobile e-commerce industry information service platform. Further increase the support and promotion of "Fujian enterprise mobile information service platform", "Fujian mobile e-commerce service platform" and "Fujian business pilot mobile information service platform" for small and medium-sized enterprises, and play a key role in demonstration and guidance. Support, promote and support the construction of WAP online mall, guide enterprises to carry out traditional online marketing business, and explore new service models for consumers at different levels.
(2) Take advantage of the province's e-commerce application security infrastructure, develop mobile e-commerce infrastructure, and make full use of Fujian CA and KM centers that have been established in the province and rely on the use of this center, thus reducing investment and ensuring the continuity, reliability and security of business systems to the maximum extent.
(3) Build a mobile e-commerce payment platform. Complete the resources of wireless network operators, build a mobile payment platform, and provide safe and stable communication channels for users, financial institutions and service providers. Using voice, SMS, WAP and other communication means to provide different levels of security services for different levels of mobile payment services. Unified standards and norms such as mobile payment and settlement system, relying on the universal platform of bank card networking, guide financial institutions to establish a comprehensive and flexible payment platform security system to ensure the steady and gradual development of users' safe payment process.
(4) Establish a scientific and reasonable mobile payment business operation mode. Encourage all parties in the mobile e-commerce industry chain to rationally divide their work, cooperate closely, establish mobile payment services, realize the common interests of all parties in the industry chain, promote the healthy development and operation of mobile payment, achieve a win-win situation for all links, and make mobile e-commerce bigger and stronger. Give full play to the leading and leading role of telecom operators in the industrial chain, and encourage operators to strengthen the integration of information resources and mobile e-commerce in industry integration.
(V) Accelerate the construction of mobile e-commerce credit system. It is necessary to establish a credit system and strengthen credit supervision as a means to improve supervision and institutional innovation, and support and promote all parties in the integrity operation of mobile e-commerce to prevent transaction risks. Integrate the credit information of enterprises and individuals in mobile e-commerce into the unified credit information system of enterprises and individuals in the province. With the construction of social credit system, the payment information of enterprises and individuals is included in the basic database management of credit information of telecom enterprises and individuals, and some social and relevant regulatory departments provide credit information inquiry and publicity for enterprises and individuals according to law.
(6) Establish technical support and service system. Organize all parties in the mobile e-commerce industry chain to study the key links of mobile e-commerce development around key technologies. Encourage telecom operators to strengthen technological innovation in conjunction with universities and scientific research institutions, speed up the industrialization of e-commerce software and hardware, have independent intellectual property rights, improve the independent development ability of key products such as e-commerce platform software, application software and terminal equipment, formulate technical standards and norms for equipment research, and enhance the ability in key areas of mobile e-commerce. Guide enterprises to actively explore and gradually establish mobile e-commerce service system and service standards, provide users with professional, standardized and personalized services, and establish customer service and complaint channels to protect users' legitimate rights and interests.
(7) Support the development of third-party payment services. We will study the establishment of a third-party payment institution with access conditions, explore the third-party payment mode, strengthen cooperation with financial institutions, establish a safe and flexible payment platform, eliminate the payment obstacles for providing high-speed Internet services, and constantly enhance the functions of the client, so that mobile users can use mobile e-commerce services more conveniently. Different stages of integration of original payment service and payment system.
(8) Expand the focus of mobile e-commerce applications.
Promote the application of securities mobile e-commerce in the financial field. Encourage financial institutions to help telecom operators build mobile e-commerce platforms, provide various financial services, and realize account information inquiry, deposit account transfer, bank-securities transfer, remittance, securities trading, foreign exchange trading, stock trading, payment and financial information inquiry.
The second is the application of mobile e-commerce in the public sector that promotes people's livelihood. Encourage telecom operators, financial institutions, enterprises and institutions to strengthen cooperation in the field of public utilities, pay public utilities fees such as fines for water, electricity, gas and traffic violations step by step, effectively alleviate the queuing pressure in the business halls of banks, police and other units, and improve the work efficiency of relevant units. Promote the combination of RFID technology (radio frequency identification) and mobile communication technology, and strive to build bus and taxi payment terminals on the ground within 3-5 years. Users can easily realize the business field of public mobile payment by carrying a mobile phone with them. As the carrier of electronic ticketing information, mobile phone has gradually expanded two services: two-dimensional contactless mobile phone ticket purchase and coupon code ticket collection.
The third is to promote the application of mobile e-commerce in supermarkets, department stores and other consumer fields. Using SMS, GPRS and CDMA communication systems as transaction data, retailers and catering service companies widely use POS systems, and strive to cover 80% of large and medium-sized shopping malls in the province within five years. Users can easily pay in shopping malls through mobile terminals.
Fourth, promote the application of mobile e-commerce in residential communities and rural areas. Combined with the construction of intelligent pilot community and rural informatization demonstration, we will actively carry out mobile e-commerce, pilot demonstration of e-commerce application, moving into residential communities and rural informatization.
The fifth is to promote the application of mobile e-commerce in the field of culture and entertainment. Focus on the development of mobile phone ordering audio-visual programs, interactive games, lottery tickets, telephone booking and other services.
The sixth is to promote the application of mobile e-commerce in the field of logistics. Make full use of the Internet and mobile communication networks, accelerate the distribution system with electronic barcode vouchers as the main body, combine positioning technology, SMS service, WAP technology and call center technology, improve public service platforms such as logistics and large circulation, supply and marketing cooperatives and agricultural materials distribution centers, provide mobile business information services, and gradually promote farmers' production and income.
Tax-related information service is to promote the application of mobile commerce, expand service tax laws such as tax counseling, policy consultation and publicity, facilitate taxpayers and tax authorities to gradually reduce the tax burden of taxpayers, and create a warm, harmonious and harmonious atmosphere.
Eight is to promote the application of mobile e-commerce in the field of international trade. Support "Fujian International E-commerce Application Platform" to launch mobile value-added services and related supporting services. Encourage foreign trade enterprises to actively develop mobile e-commerce.
(9) Expand cross-strait cooperation in mobile e-commerce applications.
Relying on the comprehensive service platform-Fujian-Taiwan rural credit communication system, and through this system, Taiwan Province agricultural products traceability system, Fujian-Taiwan logistics information system, cross-strait mobile e-commerce application cooperation will be carried out. Strengthen cooperation with agriculture-related departments in Taiwan Province Province, and provide high-quality and efficient information services for cross-strait economic and trade exchanges between Fujian and logistics enterprises. Encourage enterprises to build licenses to directly communicate with the landing point of submarine optical cable and the west side of the Taiwan Strait, as well as the network environment of mobile e-commerce, so as to provide a good foundation for cooperation.
5. Fujian Mobile E-commerce Security Mechanism
Develop (1) and strengthen the organizational system of mobile e-commerce; The provincial coordination group has set up a provincial business group under the guidance of e-commerce to comprehensively guide the work of mobile e-commerce. Promote the development of mobile e-commerce in our province, clarify the development goals, tasks, priorities and policies, form a management system of unified leadership, unified planning and coordinated construction, and strengthen the macro guidance of mobile e-government in business. Is it promoted through the Municipal Economic and Trade Commission (TDC Business Office)? Organize the implementation of regional mobile e-commerce applications, set up corresponding coordination groups, take effective measures, formulate unified local mobile e-commerce business development plans, and promote the application of mobile e-commerce in related industries and key areas. Mobile e-commerce supported by relevant policies
Development (II) Policy and financial support We will conscientiously implement national development research and develop mutual support for telecommunications, financial services and mobile e-commerce related businesses.
Cooperate with local policy formulation. Give full play to the guiding role of government investment, coordinate relevant departments to establish mobile e-commerce application demonstration projects, and give necessary financial support, special funds for key areas and special funds for information.
(3) Improve the financial service policy, guide the multi-channel investment mechanism, improve the credit system, banks and alliance institutions, third parties, basic payment service providers of mobile communication companies, and mobile e-commerce platforms, coordinate the efforts of technology suppliers and other commercial enterprises in the enterprise chain, accelerate the establishment of credit evaluation and rating systems, supervision and disciplinary mechanisms for dishonesty, encourage and guide enterprises in the chain to actively participate in the construction and mobile e-commerce applications, and support and guide enterprises as business entities to adapt in a sound and market-oriented manner. Banking financial institutions increase loans, and actively explore projects that meet the actual needs of mobile e-commerce financial innovation under the condition that mobile e-commerce projects meet the credit support.
Expand multi-field and multi-level regional cooperation.
Choose a pilot, start a key industry or mobile e-commerce pilot from a city to demonstrate the application, leading to the wide application of mobile phones in e-commerce. Give full play to the pilot demonstration and radiation function of mobile e-commerce, accelerate the application of mobile e-commerce, and improve the overall development level of mobile e-commerce in the province. Strengthen the guidance of mobile e-commerce and increase support for economically underdeveloped areas.
(V) Strengthening the construction of standardization system of mobile e-commerce.
Seriously study the advanced experience of domestic and foreign construction and mobile e-commerce development, establish the integration of international and national standardization systems, and support the development of e-commerce with mobile standardization. Experts, enterprises and development research institutions involved in standardization work will be included in the project evaluation, supervision, project formulation and implementation, standardization acceptance and compliance review during the construction of mobile e-commerce projects.
(6) Strengthen publicity and cultivate new consumption habits.
5. 18 and 6. 18. According to the active advocacy organization of "application drives customers, promotes catalytic customers, and develops and enhances customers' use", it shows that the mobile e-commerce platform, as a carrier, brings convenience and efficiency to the society, promotes the popularization of mobile e-commerce knowledge and applications, and improves the social cognition of mobile e-commerce. Make full use of the business halls and user experience centers of mobile operators to launch mobile e-commerce products, try to hold various theme activities and new business publicity activities, and gradually guide citizens to form new consumption habits of mobile e-commerce.
(7) Strengthen market supervision of mobile e-commerce business.
Actively study supervision, supervision methods, strengthen law enforcement and maintain market order. Standardize mobile payment behavior, guard against financial risks, and ensure liquidity security. Establish and improve the cooperative and co-management mechanism of communications, industry and commerce, public security and finance, and severely crack down on it? Criminal activities in the field of mobile electronic commerce. Combine rectifying and standardizing the market economic order with severely punishing illegal activities in the field of mobile e-commerce
(eight) actively attract and accelerate the introduction of mobile e-commerce related infrastructure and industrial development, the development of mobile e-commerce related industries.
Focus on the core technologies, product development and industrial development of mobile e-commerce, such as security chips, SIM cards, mobile payments, smart card reading and writing equipment and vending machines, and the incubation of mobile e-commerce industry will form a new growth point of information industry. Taking this as an opportunity to promote the development of 3G and mobile e-commerce industry chain, electronic products are the first choice for major real estate provinces, and it is actively recommended that our province's real estate headquarters be located in telecom companies for centralized procurement.
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