China Mobile's (NYSE: CHL; 0941.HK) provincial subsidiaries recently selected strategic data services to use as key performance indicators (KPI) for 2011. Mobile literature was the most popularly chosen service, with 26 of China Mobile's 31 provincial and municipality-level subsidiaries choosing it as a KPI.
At present, KPI for strategic data service development at the provincial level are primarily determined on the basis of three key services chosen by the provincial subsidiaries from the list of services selected by China Mobile headquarters as KPI candidates. In 2010, China Mobile selected full-song mobile music downloads, mobile games, mobile TV/CMMB, mobile literature, and mobile payment/mobile wallet services as its five KPI candidates; this year, it added its Mobile Market app store as the sixth KPI candidate. According to early figures, 26 provinces chose mobile reading, 19 chose Mobile Market, 17 chose video, 15 chose games, 13 chose mobile payment, and 9 chose music. The six provincial/municipal subsidiary companies responsible for the service operations bases for these six services -the Zhejiang, Guangdong, Shanghai, Jiangsu, Hunan, and Sichuan subsidiaries, respectively - did not chose the services for which they were responsible among their three KPI services.