Abstract
With the development of mobile communication technologies, the mobile multimedia broadcasting service is becoming one of the important parts of our life. In China the China Broadcasting Communication (CBC) was set up to improve the developing of mobile multimedia broadcasting service based on the China Mobile Multimedia Broadcasting (CMMB) technology standard. This paper analyses the development process and status of the CMMB service in China, and summarises the successful experience of business model innovation in the CMMB service. The selection of business model cannot be determined by a single element. It is a problem of synthesis which is related to the company's technical innovation, organizational innovation, service innovation, financial innovation, and to the market, policy and other factors. The core of the mobile service business model has been transformed from particular subjects, such as operators, service providers, consumers, businesses elements, to the whole value network.
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