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三网融合背景下,目前手机媒体面临的技术瓶颈(主要通过2G以彩信方式发送,速度慢,图文信息一般在10000字节以内)、终端瓶颈(彩信手机少,分辨率低,屏幕小)、内容瓶颈(同质化严重)、渠道瓶颈(运营商垄断渠道,媒体分成少)等将会有较大突破。手机媒体将迎来和电信运营商双赢的新机遇。伴随移动通信3G、4G时代的到来,制约手机媒体发展的瓶颈已出现并将继续出现重大突破。此外,3G巨大的投资使电信运营商迫切需要寻找增值业务满足投资回报,这为媒体提高渠道谈判能力、合作共赢提供了机会。
In the background of triple play, the bottleneck of terminal (bottleneck MMS, low resolution and small screen) is the bottleneck of mobile phone media (mainly sending by MMS in 2G mode and slow speed in the future) , Content bottlenecks (serious homogeneity), channel bottlenecks (operators monopoly channels, the media into less) will have a greater breakthrough. Mobile media will usher in a new win-win opportunities for telecom operators. With the arrival of 3G and 4G mobile communications, the bottleneck restricting the development of mobile media has emerged and will continue to make major breakthroughs. In addition, 3G huge investment makes telecom operators urgently need to find value-added services to meet the return on investment, which provides the opportunity for the media to improve channel negotiation capability and win-win cooperation.