Analysis of factors influencing the customer value of mobile TV service based on value network

With the advancement of Triple play and the communication technology innovation, as a form of media, mobile phone plays a more and more important role. Mobile TV as a new media, opened up a kind of information dissemination channel that not limited by time and space. Mobile TV services are characterized by multi-actors, cross-industry, integrated, dynamics, interaction, and requirement uncertainness. These features make us hard to calculate their service value and to understand their innovation process. According to the service integrating process, the dynamic model of mobile TV service value network is constructed, in which serve modules are the basic elements and research subjects. The client service value evaluate index system is constructed from the customer view. Then the survey questionnaire is designed. Based on the survey data, the importance factors and influencing factors of mobile TV value are analyzed. Finally we gave some suggestion about mobile service innovation.