Research on the Business Model of Mobile Commerce Content Provider Based on BMO

With the evolution of mobile commerce´s value chain, the status of the content provider is becoming more and more important and increasingly prominent. Based on the realities in the mobile commerce market, the content providers are classified into content producing provider and content aggregating provider. Based on the business model ontology (BMO) the business model of mobile commerce in analyzed from 9 dimensions,: value proposition, target customer segments, distribution channels, customer relationships, value configurations, core capabilities, partner network, cost structure and profit model. From the point of BMO the mobile content service business of SINA is studied, which is one of the three biggest portal Website in China.