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1、移动电子商务策略分享October 20082目录 移动网络和移动数据业务 移动电子商务 阿里的移动电子商务战略Yahoo!Confidential3移动电子商务现状 移动电子商务刚刚开始 缺乏移动支付的途径和技术 无法开展基于位置的电子商务Yahoo!Confidential4移动数据业务数字媒体流媒体电子商务Web 服务E-mailIM博客搜索2G(GSM,TDMA,CDMA)2.5G(GPRS,EDGE)3G(WCDMA TD-SCDMA,CDMA2000)4G(LTE/TD-LTE)Yahoo!Confidential移动电话智能电话PDALaptopTablet PCIP-TVATM
2、WLANUltraWide BandWWANWiMaxSatellite三个阶段发展5无线互联网发展趋势Unique ProductsSearch 娱乐化：信息浏览（各类新闻、小说）、游Video ClipsEcommerce戏、娱乐应用ContentProvidersSportsBanking3G opens newopportunities that aredifficult for carriers tobypass internetservice providers.MobileCarriersCommunityInternet SPs 生活服务类：（以位置为核心的生活应用）电子商务：
3、（移动商务、移动消费）2 2.5G mobilecontent and serviceshave beenincreasinglycommoditized.Basic gameRing toneYahoo!ConfidentialMMS/PicturesSMSCommodity6移动电子商务环境CASAT GW(SIM)MobileNetworkMobile IPServiceProviderInternetContentAggregationNetworkWapMoblie WebMobile BankWAP GWMobile e-CommerceServerSecurity andPaym
4、entMerchantBank(FI)Yahoo!ConfidentialOperator centric model7移动电子商务价值链Yahoo!Confidential8移动电子商务业务Yahoo!ConfidentialBankingEntertainmentTradingTicketingShoppingAnd more9阿里巴巴集团优势Yahoo!Confidential阿里巴巴服务+yahoo goMOBILE PLATFORMWAP 2.0WAP-Listings-TransactionsSMS/MMSSMS/MMS-Seller Alerts-Buyer AlertsYaho
5、o!Go客户端Yahoo!Go Clients-Photo Listings Uploads-More Merchant toolsYahoo!Confidential-Payment Authentication-Browsable Rich user experience10阿里巴巴的移动电子商务 Yahoo!Go和支付宝的结合 打造移动支付平台 移动淘宝 面向小B和Customer的移动平台 B2B平台 时间 位置Yahoo!Confidential11移动支付宝 Choose product Submit phone numberYahoo!Mobile Buy pageEnter M
6、obile#Submit Confirmation codeEnter Code#56785678SubmitYahoo!ConfidentialSMSWAPSubmit认证12C移动支付宝WAPGW/ProxyBrowsing(negotiation)MerchantMePYahoo!ConfidentialUserGSM SecuritySMS-Mobile WalletSSL tunnelCC/BankIPP13Yahoo!Go全球领先的WIDGET开放平台，已与FACEBOOK、MTV、EBAY合作Yahoo!Confidential14Mobile widgets 基于web2.0技
7、术XHTMLAJAXCSSJS 采用开源的浏览器引擎 Webkit 其它 开发Web Ul APls 访问设备本地服务Yahoo!Confidential15234移动电子商务面向人群Great for emerging market with low PCpenetration high mobile usageTarget youth with heavy mobileapplication usageEngage carriers through 1Create a groupfrom the web orfrom your phoneThe group staysconnected w
8、hileout using“community”Differentiated with integrated mobile andinternet photo video experienceMobile devices are inherently socialMobile social networking still a green fieldYahoo!ConfidentialMMSPhotos and videouploaded toMixalot are storedand shared withthe groupMobile Internet orWebAfter theevening,photos andvideos areshared on theweb16移动电子商务，精彩你的无线生活！Yahoo!Confidential17
阿里巴巴移动电子商务项目报告书
