Tuesday, April 24, 2007

Text Message Greeting on Chinese New Year and China's mobile phone market

According to the most updated data of China Mobile (http://www.cnii.com.cn/20070108/ca400746.htm), in 2007, from the Chinese New Year's Eve to the seventh day after the Chinese New Year, 11.1 billion text messages were sent for greeting and blessing, 1.6 billion, 16.8 percent, up on 2006. Almost 1.11 billion RMB has been gained through text message greeting. At the same time, people began to have interest to use MMS (multimedia message service) as a more colorful and attractive way to express their greeting. 0.17 billion MMS were sent during the same period of time. China Mobile has reported that in the past 3 years, the text messages sent around Chinese New Year have continuously increased. In 2005 and 2006, the total amount of text message greeting was 8.5 billion and 9.5 billion, while the increase was 7.7 percent and 11 percent respectively.

From these data of China Mobile, we can find that the use of text message as a greeting on Chinese New Year is increasing every year. And there is has no sign that the increase will reduce although MMS greeting has become a new fashion. I think it provides evidence that in China's mobile phone market, text message will constantly play a very important role in the next few years, although MMS may provide another choice for the customers. Therefore, the mobile phone manufactures focusing on China's market should keep text message as a key function in their new models.

Song Shi