Mobile data usage, including short-messaging services (SMS) and multimedia services (MMS), is soaring on the mainland, statistics from China Mobile show.
A total of 79.3 billion SMS messages were sent on its network last year, up from 15.9 billion in 2001, and 2.62 million MMS messages have been carried since the formal launch of its service in October.
Subscription services account for a large share of mobile data's increased popularity. The new services are being aggressively promoted by service providers, including the listed Internet portals Sohu, Sina and Netease and many smaller players.
Dating services and games with cash prizes have emerged as leading drivers of mobile data use. Long offered on mainstream Internet sites, their mobile incarnations generally require customers to subscribe, driving up revenue for service providers and China Mobile.
Service providers eager to cash in on the appeal of mobile dating and gambling services are working hard to capture the hearts of users.
Sina recently announced the acquisition of Guangzou-based MeMeStar Technology for US$20.8 million in cash and shares. Among its various subscription services, MeMeStar has a popular dating service and quiz games with cash prizes.
Provincial China Mobile branches have begun to promote gambling-style services directly. Guizhou Mobile in Guizhou is working with local service providers to develop new variations of service providers such as my5678.com, which generate lots of SMS traffic by offering cash prizes in games of chance.
