3G Wireless network marketing crisis and Prospect coexist

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XIANGRU: 3G wireless network marketing, crisis and prospect coexist

"Roy Network" China's mobile phone users ranked first in the world, the number of users far more than Internet users, in the face of this vast user base of the "fifth media", the content of mobile phone services will become a huge potential market, mobile phone user behavior research more appears to have commercial value. Young people are more interested in the multimedia content of the new media of mobile phones. But advertising through mobile platforms is an excellent way to reach these young men. Mobile phone users are mainly between the age of 16-35, is the most demand for mobile content groups, they like video, news and other entertainment content. About 35% of respondents said they wanted free content or were as cheap as possible. Another 29% of respondents expressed similar views on video content, as long as free or basic free, they can accept ads supported content.

Regarding the wireless network marketing problem, in addition to the legal and the profession standard and so on the macroscopic factor, the current wireless network Marketing application main faces the specific question including: The wireless network Marketing User License question, the wireless network marketing method question, the wireless Network Marketing service quality question, the user personal information protection question and so on. If the Internet users are also mobile phone users, then users to register personal information through the Internet, you can also choose whether to agree to the mobile phone to receive service provider marketing information, this access to user licensing and network marketing is not the difference, but in the content of the message sent to consider the characteristics of mobile phone reception, such as the limit of the number of characters and the problem of sending time.

Enterprises mainly choose a simple form of advertising is one of the reasons that most enterprises use mobile advertising as a direct market feedback channels, and in the integrated marketing of mobile phones and other wireless terminals in the wireless network marketing advertising integration, or relatively new marketing methods, there is a way to go. But companies that put mobile ads in Japan have gone beyond the experimental stage. A 2007 survey of wireless internet marketing ads found that nearly 75% of Japanese companies that had launched mobile ads said they had sent pictures of mobile ads, 60% of companies sent text-phone ads, and 40% sent mobile-phone e-mail ads. In a variety of mobile advertising forms, pictures, banner ads and mobile phone e-mail ads are interested in the first few ads, in the previous mobile phone advertising companies are more inclined to use these forms of advertising.

In addition, for free to receive the content of the ads and paid to receive the content of the two options, consumers are still inclined to free, rather than content with ads. Some 20% of mobile users surveyed say they can accept certain forms of advertising content via mobile phones and other wireless devices, according to a study by Xiangru, an expert on Roy Nets. Another 1/3 of mobile phone users are willing to provide some of their personal information in order to obtain targeted advertising. 40% of mobile phone users buy non-voice communications services such as text messages, picture messages, and mobile emails, but 1/3 of mobile phone users say the price is too high for them to buy wireless services. Mobile advertisers must understand the real psychology and needs of mobile phone users, what information they want to receive, and what information is not accepted.

Finding local Service information is not only a popular user behavior on the Internet, but wireless users are also looking to get local service content on their mobile phones and other wireless devices, according to a new survey by Roy Net. Roy Network survey data show that driving traffic tips, restaurant reservations, weather and other services become the most users expect wireless services, but also become the most valuable mobile services. However, only 2% of the respondents currently use this type of wireless service. Counter-View the domestic mobile phone market, high-speed multimedia 3G mobile phone is far from Universal, multimedia wireless network marketing advertising short-term difficult to spot. Wireless network users want to get local service content. If the current service provider does not have mobile media content services, they will switch to the services of other carriers, which seems to provide a broad prospect for the provision of content services for young mobile users.

Advertising is the basis of media survival, media and advertising are always linked, especially when users get free information through the media, must be accompanied by advertising for the exchange, not only the traditional media, but also the internet media, now, the emerging mobile media (if the phone can be called media) also appear the same characteristics, and mobile phone users and network media users, in order to get the information they need for free, can endure inserting a certain advertising content. But respondents were strongly opposed to sending advertising messages to their phones without a user's permission, and the extent of the opposition could be described as hate. This attitude makes it particularly important for the licensing premise of mobile phone to send ads. Mobile users are willing to endure advertising messages in order to get free multimedia content. If the mobile phone user is not an Internet user, the user does not subscribe to the license information through the Web site, or if the merchant does not want to get permission from the mobile phone user through internet marketing, the problem will become more complicated. Just like the licensing principle in Internet marketing, to send marketing information to users requires prior permission from the user, otherwise it becomes a spam violation of the user's rights. In the wireless network marketing, also should follow the license principle, this is one of the most basic problems of the wireless network marketing.

It is because of the complexity of the issue of access to user licenses, so far, mobile phone users of wireless network advertising in the domestic application is still immature, but some businesses in the establishment of customer relations and targeted for registered members of the promotion, has been very successful use of wireless network marketing methods, So wireless marketing for mobile users is still a noteworthy area. Even in Japan, where high-speed multimedia 3G handsets are ubiquitous, many companies are not interested in wireless internet marketing advertising campaigns. Roy NET survey results show that mobile phone users to receive the relevant ads are very sensitive, if the advertiser implemented properly, hand-sent advertising effect is good, but wireless network marketing in the mobile phone user licensing problem is a need to pay attention to the problem. Internet marketing expert Xiangru that in many aspects, the wireless network marketing and internet-based network marketing have similarities, the basic idea of network marketing is interlinked, so overall, wireless network marketing can also be classified as an integral part of network marketing, but in some specific operational methods will have obvious differences, The research of mobile phone user behavior characteristics is helpful to understand the characteristics of wireless network marketing.

With the advent of the 3G network era http://www.shidaie.com/, mobile phone content will be more and more rich, video and other multimedia content will become the mainstream entertainment. With the popularization of 3G network, mobile Internet will become the trend, wireless network marketing will become a new area of concern to marketers. According to a recent survey published by Mobixell Network Analytics, a market research firm, mobile users are more willing to pick up content that is supported by advertising or the right price. There is a big difference between mobile internet and PC Internet, we usually use DSL or optical cable to surf the internet, do not feel the existence of operators, directly to the various sites, but mobile phone and unicom control is very obvious, the various measures are not like the previous ordinary Internet is completely open.

3G arrival is not an absolute turning point, may be a faster network speed, may also be a multifaceted accelerator, may speed up the replacement of mobile phone terminals, mobile phone terminals will promote a very wide range of application services provided the possibility of new applications and new business models may appear, new people, is a better turning point in the development period. Xiangru that both Google and Yahoo are in the development of integrated search, that is, the traditional Internet information can also be searched, the mobile Internet, operators of information, the traditional beer and skittles, discounts and other information can be searched. To compete with Giants, there is a chance to win. Operators also do not allow a single large to maintain a balance in the industrial chain, it is impossible to give a product to a company. Working with operators, this is a very important part of the mobile internet. China has a very large number of 500 million mobile phone users, and now mobile internet access has been nearly 50 million users are also growing. From the trend, the scale is very large, and a particular manifestation says that American people use cell phones to call, also do not send text messages, not to mention the Internet to see some content, to search, this aspect did not form a system, and in China texting is very crazy, and then mobile Internet to see a variety of content, novels, ringtones, Pictures and so on with everyone living. This trend can be said to be very exciting areas, I feel no less than that year. COM's tide. So, I think this opportunity is very rare, on the determination to come back from the United States to do mobile phone search, but also hope to seize such opportunities, in this field to do some pioneering work, with the Olympics, mobile Internet, mobile watching the Olympic Games, 3G online after the big environment, the industry flourished mature, look back to think that they are entrepreneurs , pioneers. One is to make a great contribution, but also to seize a lot of opportunities, for their own speaking, is also a rare opportunity. < Roy Web editing