Where is the development space of mobile Internet

April 2, 2010, the Internet Research Department of China International Finance Limited released the "mobile Community: high viscosity/one-stop service platform-the end of in-depth research on mobile internet" report, pointing out that competition in the mobile community area is in full swing. Based on the comprehensive consideration of brand, operation ability, innovation ability and user resources, CICC is optimistic about the future development of Internet manufacturers. Mobile operators and independent mobile internet companies have some advantages in basic communication services and certain mobile business areas.

Based on the study of mobile communities, CICC puts forward the following views:

Investment points:

Mobile community is based on mobile internet for transmission, through mobile phones, Mid/tablets and other mobile devices as the media, to achieve a shared communication between the social network system. The broad mobile community includes mobile-end instant Messaging (mobile IM), SNS, and microblogging services.

1. The ubiquitous communication experience. Mobile community has become the basic service of China Mobile Internet, im/sns/three kinds of mobile communities are profoundly changing the way of user communication, creating the communication experience everywhere and anywhere. We believe that the mobile community will be widely converged with more and more personal identities, communication numbers, friends, location and other user data, and constantly evolve new communication tools, new ways of information interaction and new profit model.

2. One-stop service platform. Because of its huge user base, extensive social attributes, good application extensibility and the portal features of mobile Internet, mobile community will become a one-stop platform for users to use all kinds of mobile applications. Mastering the mobile community will occupy the commanding heights of the future mobile Internet. At present IM (Tencent, flying Letter), SNS (Qzone, everyone, happy) and Micro Bo (Sina, Tencent) have become the potential of mainstream mobile community platform, in the long run, only a better grasp of user needs and social change trends in mobile community platform will win the mobile internet.

3. Wide profit margin. A flexible profit-making model for mobile applications will help the mobile community achieve profitability as soon as possible. Advertising is currently the main source of income for mobile communities, Virtual Goods Sales (QQ) and Third-party applications based on open platform (Facebook) is a proven profit model, will be quickly ported to the mobile community platform. With the further development of mobile communities and the opening up of more and more third-party applications, business recommendations (based on LBS), group buying, implantable advertising and other new models will become increasingly rich.

Mobile community: No Limit to communication

Mobile community is based on mobile internet for transmission, through mobile phones, Mid/tablets and other mobile devices as the media, to achieve a shared communication between the social network system. A broad range of mobile communities includes mobile-side instant Messaging (mobile IM), SNS and microblogging services. China's mobile community service providers include Internet makers (such as Tencent, Sina), operators (such as mobile) and independent mobile internet manufacturers (such as the World, fire rabbits).

IM, the basic application of mobile community: up to the end of 2009, China's IM users have exceeded 277 million people. One of the mobile phone IM users accounted for 33%, the scale reached 91.41 million. Large user size and good scalability make mobile im the basic platform of mobile community. Research data show that the IM service has a willingness to pay users accounted for 32.7%, mobile im there is a lot of profit space. The advantage of the IM platform is obviously Tencent QQ and the new rise of the flying letter.

SNS, the main force of mobile community: SNS based on six degree relationship is becoming popular worldwide. In 2010, the number of mobile SNS subscribers will reach 220 million, and it is expected to reach 760 million by 2014, which will account for 45% of the total number of mobile internet users. The United States, Japan and China are the most mobile SNS users of the country. In the United States, 120 million people (40% of mobile internet users) are using mobile SNS. As of July 2010, the number of global users visiting Facebook via mobile phones reached 150 million. In Japan, mixi/dena/gree the 3 large SNS website users more than 40 million, of which the mobile SNS users far exceed PC users. In China, as of the end of 2009, network social users reached 124 million, of which 41% of users were willing to use mobile SNS. With the joint action of 3G Network and smartphone, the domestic mobile SNS is entering a fast growing period.

Micro-blogging, the catalyst for mobile communities: with personalized, timely communication features, Weibo has become one of the hottest applications of mobile internet. Founded in 2006, Twitter registered more than 200 million subscribers, and mobile Twitter users accounted for 37%. At present, the domestic major portals, China Mobile and China Telecom have launched a user-oriented microblogging services, hoping to seize the mobile Community market and attract more users. As of March 2011, Tencent and Sina Weibo registered users synchronized billion.

Flexible profit model

The mobile community adopts the profit model of the combination of forward and post charging. On the one hand to provide all users with free basic services, reduce the threshold of services, so as to attract more users and traffic, on this basis to obtain advertising revenue and cooperation with other vendors of income sharing. On the other hand, through the provision of value-added services to the user fees, typical models such as membership fees and props fees.

1. According to QQ's successful experience on the Internet, IM with a small profit but with a huge advantage can bring about a significant increase in mobile value-added services, because a significant number of users are willing to carry out small overhead on virtual goods.

2. SNS profit way includes advertisement, charge item, electronic commerce and open platform cooperation, in which advertisement is the main profit model. Compared with the traditional display ads, the current popular implantable ads because of good and social games combined, and therefore more easily accepted by users. Membership fees and mobile e-commerce are still in the market-nurturing phase, with 43.1% of users spending less than 10% per cent of their online transactions on the community's E-commerce platform. With the rise of group buying mode, such as the mass Comment Group, glutinous Rice group, such a broad user base of the new E-commerce is expected to achieve sustained growth opportunities. At the same time, the use of open platform to introduce 3rd-party business and component development, enrich the content of the community at the same time bring more business opportunities is also the future development of SNS community opportunities, such as the introduction of happy network Cool News, net ticket network and other partners.

3. Weibo's profit model includes advertising, cross-selling and open platforms. and SNS to circle of friends of the main social range is different, micro bo information sources and audiences more extensive. The establishment of brand advertising on Weibo, and real-time communication with users has become one of the more and more business marketing strategies. In addition, micro-BO accelerated toward an open platform, such as the Sina application platform has gathered Youku, potatoes and other content/applications to provide enterprises and many individual developers.

Broad/sustainable development space

Mobile communities are by no means just an extension of the traditional community's function on mobile phones. For reference to the development experience of Japan and the United States, the mobile community enhances the authenticity and regional nature of the users, and can help to improve the revenue of advertising and cooperation, while innovative applications around SMS, MMS, location and so on use mobile communication services will continue to emerge.

1. Mobile communities are more likely to establish real relationships, which allows more users to use mobile community services with ease. China attaches great importance to network security and monitoring, in 2009 there are several independent microblogging sites due to information security issues were closed. Compared with the internet, using mobile phone to log in to the mobile community has a good monitoring and traceability characteristics. Especially with the September 2010 mobile phone real-name in China's formal implementation, in the final analysis of the authenticity of user identity information. It also provides a reliable guarantee for the development of friends, E-commerce and other services in the mobile community.

2. Mobile communities meet anytime and anywhere communication. Users can update their current status in real time, post tweets, chat with friends, and disseminate information through countless mobile phones. such as micro-blog in a number of major emergencies/events to enable everyone to become a live reporter (Expo/Asian Games, etc.), its authenticity, on-site sense and fast, so that the network media more real-time.

3. location-based Mobile communities have unlimited business opportunities. Because the mobile community includes location, identity and other information, it can produce a richer business model. Location-based Dating is an innovative SNS operation mode. The number of users in the United States was more than 5 million after two years of Foursquare. It adopts the Lbs+sns+game mode by introducing game elements into the location service, which increases user activity and stickiness, as well as the interaction between individual users and enterprises. Domestic websites such as the Bedouin, the neighboring news, the fire rabbit and so on are also this model practitioner. At the same time, with the user location combined to help businesses more accurate marketing activities. For example, the mobile phone online to see friends recommended restaurant/business, SMS received Ads/coupons. This kind of line gathers the sentiment, the offline activity drives the consumption the cooperation divides the pattern, is hopeful to bring the new profit growth point to the mobile community.

4. The construction of ecosystems around mobile communities has become a trend. More and more manufacturers have been integrating their different businesses to cross marketing, such as Tencent's Qq/qq space/QQ game, China Mobile's flying letter/139 Community/139 lobbyists, Sina Weibo/Sina video/Sina car and so on. At the same time, through the provision of open platform, the mobile community has gradually gathered a large number of small and medium-sized manufacturers and applications, such as happy Net, Sina Weibo open application components. It can be foreseen that the future mobile community will be integrated mobile side microblogging, SNS, IM, traditional forum/community characteristics, with communication, entertainment, business, networking and other functions of the one-stop online life service platform.

Development trend of mobile community

Mobile community has become a good interactive experience for mobile Internet foundation applications. Mobile community is a kind of application service that satisfies the user to interact anytime and anywhere. For example, chat, users of news/information reprint, comments, play Community interactive games can more effectively promote the interaction between users and improve the stickiness of the service. According to Iris data, the average number of users using mobile IM frequency is 51.3% per week, and about 80% of users have more than 2 SNS accounts, and more than 40% users want to use SNS on their handsets. No matter IM, Weibo or SNS can make the user more easy to interact and produce rich UGC (user original content). As users ' relationships accumulate and expand on social networking sites, more and more interactions and messaging will be carried out on the mobile community platform.

Opportunity

Internet manufacturers: The proposal concerns Tencent (Im/sns) and Sina (Weibo). With their huge number of users and brands, they are gradually building the ecological system to take shape, and in their respective areas of dominance dominance. Among them, Tencent integrated multiple service platform (IM +q zone+ Show), its synergy effect is remarkable, QQ active user number more than 600 million, QZone user number nearly 500 million, and through acquisition sing create want to strengthen to medium and small-sized network Community Resources Control power. Sina Weibo, which has a large number of celebrity resources, has registered more than 100 million subscribers after 18 months, and has further upgraded its platform's continued competitiveness through cross-selling and open platforms.

Operators/Independent Mobile Internet companies: We recommend China Mobile, China Unicom, Shenzhou Tai Yue and extension information. With the increasing frequency of users using mobile communities, sending short/MMS, WAP Internet, and other means will bring revenue to operators, China Mobile, with the largest number of mobile users and the most popular intelligent terminal (IPhone) Unicom will benefit from it. With the development of e-commerce in mobile community, it is worth paying close attention to the information of the deep technology accumulation in mobile business platform.

Vertical Mobile Community Manufacturers: such as Amoy rivers (online shopping), watercress (reading), Fire Rabbit (originally muttered, LBS) and other in a field with characteristics of the advantages of the site, although they can not challenge those mobile community giants, but in their respective niche market there is a certain living space. and other differences are not obvious, the market positioning is not clear small and medium-sized community website will face shuffle.

Investment risk

State-related policy supervision: mobile community Services because of the wide range of users involved, the transmission of many channels, speed, and therefore belong to the state's key regulatory mobile internet business. For example, in the future may be issued for operational qualifications, management of related policies to further restrict the mobile community website.

Did not find a mature business model: The current mobile community is mainly in the way of free use to attract users, follow-up if there is no stable and mature profit model will restrict the development of industry.

FROM:I U.S. stocks