Multi-Union founder Zhang HE: Mobile device Holdings exceed PC

Zhang He founder of the Alliance

2012 Guangdong Internet Conference was held at Poly World Trade Expo Hall Fifth, no. 1000th Haizhu District East Road, Guangzhou, from December 14 to 15th. This meeting is hosted by Guangdong Internet Association, organizing Committee of Guangdong Internet Congress and the media consulting Group. The conference focuses on the Internet industry new ideas and digital media era, in-depth focus on the Internet industry resource integration. Zhang He, founder of the Alliance, delivered a speech.

Zhang He said that in the fourth quarter of 2010, global smartphone and tablet shipments had surpassed PCs, and by the second quarter of next year in 2013 we predicted that smartphones with tablets, built on smart operating systems, would have more mobile devices than PCs, which I think is a very important historical moment.

The following is a transcript of the speech:

Zhang He: Good afternoon, we are very happy to do some discussion on the commercial value of mobile advertising here.

I just had a reporter call me before I came, said Ma Ma on the Mobile internet business model to do some evaluation, more optimistic about the game is not optimistic about advertising.

Frankly speaking, the whole mobile internet industry is a very early stage, comparable to the 2000 to 2005 Internet phase, from the mobile internet I saw from the business model, and the past more than 10 years of PC Internet business model does not make a big difference, We see the game is really a very good business model, we are also awake to see the game is part of the Internet, to the user directly charged the game is a small part of the internet model, advertising is a mature, stable business model.

It's the beginning of the industry, we frankly see a lot of value in the industry has been a serious trough, the AU as an advertising platform, our responsibility is to tap the business value, I briefly introduce the multi-League, today, many from the traditional media friends, we focus on smartphone app ads, is China's first advertising platform, While we serve the media, while serving the advertisers, we let the media each TV the greatest value, so that advertisers put the maximum value of the launch.

Two of the Internet's annual reports of the Queen, which proved that the global smartphone and tablet shipments had surpassed PCs in the fourth quarter of 2010, and by the second quarter of next year in 2013 we predicted that smartphones would be built on smart operating systems, The number of mobile devices will exceed the PC, I think this is a very important historical moment.

We have more mobile internet users than PCs in the first half of this year, both of which are global data, and we see global trends as well. This data is based on the multi-League platform We do the deduction, in fact, we see at the end of this year, the number of people approved, the smartphone in China is 270 million, we forecast to reach more than 500 million next year, China's 270 million China's total mobile phone ratio to 24%, The U.S. smartphone is 170 million, accounting for 48% of U.S. mobile phones, China's smartphone holdings is not very high, it is evident that there is a lot of room to grow.

The first half of this year mobile phone users have more than PC Internet access, if it does reach 500 million Internet access, next year smartphone users may be more than PC Internet users, we can see that everyone's preferred equipment has been completely transferred to smart phones, smart brands.

In addition to the user base, is a very important indicator, I in 2000 years or so, in the portal responsible for value-added services, just now we suspect that SMS business 1 cents can do much business, now see, because a billion of of people can send a mobile phone text, now is hundreds of millions of of the industry, from 200 million to 500 million of the changes, We now have 200 million users like the number of PCs, the iphone in the North wide, by May with a large number of users, the majority of users from two or three line users, these users and PC users overlap is very low, which is also from the data from the AU platform, In the first half of this year, the display time of each advertisement is about 7.6 minutes, we forecast that the number will increase to 10 minutes next year, each user's exposure is increasing.

Android and iOS have different business values on our platform, and I've probably seen iOS display ads worth about 4 times times the value of Android in the morning, with the same device iOS better than Android. In this table we see the mobile internet has formed a stronger industrial chain, there are media and operators, including users, developers, stores formed a relatively benign industrial chain.

What I want to say is that the advertising platform becomes an integral part of the ecological environment, what does mobile advertising do? Like stocks, we do mobile futures, most of the money we can see from the advertising platform, so far the first iOS money from overseas, of course, at home now more and more paid users, we are pleased to see Android to the third quarter there are many games, began to have a lot of revenue to come in, but not the whole industry phenomenon, For the industry as a whole, we see a pattern that relies heavily on advertising.

Relative to the PC,PC era does not rely on a third party platform, the intelligent era, many reasons for Third-party advertising platform is very dependent. We also face a lot of challenges, with investments getting older in 2012 compared to the last year and the two years ago in the investment community, which has fallen markedly this year. Capital market is always like this, hot and cold, 2010, 2011 a bit overheated, 2012 a bit too cold, this is the industry's initial normal phenomenon, as long as we really put its value dug out, eventually from the capital sector will be the final embodiment.

Recently the industry has a few things, mobile advertising is in fact a vast number of developers indispensable part of the normal advertising model, once the app inside is inviolable, is an indispensable part of the app, if not malicious software, no one has any right to check it, if the killing of such ads, I believe that most apps have a short source, and I call on the app not to violate customer privacy, and it's valuable to have such reflections and criticisms in the early days of the industry.

We see small and medium developers, profitability is still relatively weak, real money is still a small part of the industry, we see this relatively healthy business model, reflecting the value is far from enough, the game can be said to be part of it, we hope more and more games to make money, money will be promoted after the promotion will be used in advertising mode, This is not a healthy income model. This is now the industry's current situation, or need to overcome in the future.

Let me introduce you to the Alliance, we built a bridge between developers and advertisers, we focus on app embedded ads, we were founded in 2010, and we started financing around 2010 and 2011, so far we've had more than 300 million daily traffic, and PV shows over 10 billion per month, Become the first embedded advertising platform. We currently have more than 500 advertisers, developers more than 6000,40000 multiple applications inside the operation, the number of independent coverage of more than 20 million users per day.

I am here to share the industry trends and our corresponding products, for example, brand customers began to enter the scale of the platform, this year the rapid sales and automotive investment is very large, fast small inside the Parkson group, KFC, Pizza Hut, car brands we have more than 20, a company in our tens of millions, but also may be million of the level, The end of the year and the beginning of a very big difference, we welcome to see the entire mobile advertising brand in the entire advertising brand value highlighted, compared to the annual budget of hundreds of millions of, this is relatively small.

The future advertisement form Big display advertisement is more and more popular, the advertisement diversity is more and more rich, for this we have introduced a variety of products to adapt the product development, One of them is SDK3.0, which contains several products, such as plaque ads, such as fruit benevolence, so far, the plaque has China's largest advertising, which is open screen ads, in each app opened when there will be such ads, and now we are in the commercial, this is rich media advertising, this morning just saw industry report, in the United States this rich media advertising than The example rises to about 20%, many of us have mentioned that the phone screen is too small, if you want to dig deep into the smartphone advantages, including gravity sensors, touch screen, the alliance today to do two, today with Mengniu, with the Singapore Tourism Board United States, a company in the rich media to do a better company, Launched a rich media advertisement for Singapore tourism.

Integral wall to solve the needs of customers in the industry, we found that in the game, the integration wall is relatively strong, quickly generate revenue for the media, users are also more like this way. This is the product we have just launched, mainly in the game between the use of plaque for advertising Exchange Mode, this model has greatly improved the efficiency of the game, we have started for many advertisers to provide such advertising services.

Our tracking, when we promote our clients, using our technology, the customer tracking, we use this technology, we can put the most open app cost in twenty or thirty dollars, and finally can give it to two or three dollars, this case we use more than the touch of the Treasure Input method (homophonic).

Before the face of the multi-union did a lot of introductions, we have a certain understanding, I speak about some cases, this is the fruit benevolence, many alliances a lot of industry first, we first introduced the quality of overseas media, the first to do a rich media advertising and so on, and other like tatking Tom, I just came back from the United States, They want to know that China is the market, for the U.S. market, China Mobile (micro-blogging) Internet earning power is very poor, I talk with some of the quality of the game factory, I think 1 million dollars is not too small, after talking to them, they have no feeling.

This year, as the market matures, China is such a huge market, I think there should be no doubt that in 2013 China will be more than the United States in terms of the number of smartphone holdings and downloads, such a large population base, China becomes the first mobile internet.

The number of mobile internet is far more than pc,pc in China, but the impact on the global scale is limited. Brand customers, the last two days just with a large agent company communicated, some people are very excited to tell me that next year they think Brand advertising will be a blowout year, I partially agree with this point, back to the beginning of the topic, mobile phone, advertising, model is not feasible, I have never doubted, because we see, Our brand and behind, their most authentic customer behavior has undergone profound changes, a large number of users put time on the phone.

I believe that it is perfectly natural for brand customers to put their budget in this area. Now what they do not understand is how to use the media, resources, just like the UNITA education brand customers, we have been groping for two years, in fact, there are some very good experience, this is the launch of the Mengniu European Cup, you use mobile phone sway flash, Milk people will come out from the screen, behind the launch of Volvo, on the AU platform, this year is also millions of of the amount of money, we also for China's large number of front-line app developers, internet companies to carry out advertising.

Back to the topic, we think that in the early days of the industry, mobile internet a lot of value is greatly underestimated, how has the ultimate value? Industry colleagues need to work together, we have confidence in the future of this industry.