tailieunhanh - Understanding WAP Wireless Applications, Devices, and Services phần 7

Các nhà sản xuất có thể cung cấp tùy chọn phù hợp HTML với khả năng lọc WML như là một phần của cổng WAP. Điều này có thể cho phép truy cập vào HTML mới hoặc hiện tại dựa trên các ứng dụng từ các thiết bị có khả năng WAP-. dọc thị trường các mối quan hệ | Page 166 The result is that most markets are enjoying tremendous growth in an oligopolistic market structure. Most GSM markets went through the same market development stages see Figure . In the early stage of the market introduction coverage was the major discriminator especially for the corporate market which traditionally is less price sensitive. In stage two operators started to tap the residential market. They therefore concentrated more on pricing. For the residential market the decisive price factors are the initial cost of ownership with focus on the terminal price relationship and the monthly fixed charges. Usage cost is a lower consideration because the first drivers are ownership and passive contactability. Through subsidizing mobile terminals the initial cost of ownership has been reduced. Later in the development operators looked at tariffs to increase the usage per customer. In the next stage of the development where penetration is already very high see markets in Scandinavia services provide an increasingly important tool for differentiation and revenue generation. Operators like Radiolinjia in Finland differentiated themselves through new value-added services. Radiolinjia positioned itself as an innovator by marketing SMS messaging and content services. These new applications serve two goals first they support the operator s aim for differentiation and second they compensate for the slower revenue growth resulting from the continuous price cuts for traditional voice services. Figure GSM market development curve. Page 167 The competitive situation has tremendously increased since there are now three to four competitors per country depending on the size or development stage of the country. The competitive focus starts to move away from pricing because the price level in some markets is so low that profit margins are very small. In Austria for instance prices for internal mobile network calls were at 1 schilling per minute ca. 7 Euro cents 1 .

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