China Mobile Internet Base: Make it easier to pay

Article | Our correspondent Du Min

The growing revenue highs of the mobile gaming industry are stimulating all mobile gaming practitioners and the nerves of the field. Even the big three telecom operators have started to lay out the mobile game and divide the industry into cakes. And the operators in the network, channel, user resources, as well as billing mode, and other advantages, also makes it in the mobile game field occupies a great advantage. China Mobile's Internet base has assumed the task of positioning mobile Internet and mobile games for China Mobile.

In the mobile gaming world, Chinese users show greater pay-for-quality apps and games than the lower-paid PC games. Hangguoqiang, general manager of China Mobile's internet base, said that in the field of mobile gaming, the conversion rate of free users to paid users was particularly high, with a ratio of 7% to 30%.

But what makes many mobile gaming companies scratching their heads is the way they pay. There have been people in the industry in the micro-blog spit: "Many times, the user is not without the ability to pay, but there is no payment method." For example, there is no credit card, or is limited, or because of off-site reasons by security policy card, or can't buy recharge card. "At present, from the issue of payment to become a mobile game enterprise important constraints, the current payment convenience, security has not been recognized by the majority of users."

China Mobile's internet base for gaming and channel billing methods-application billing, it is in response to the current mobile game payment dilemma and launched. According to Hangguoqiang introduced, in the domestic China Mobile application is a more advanced billing method, mobile phone application development can be "applied to pay" to achieve a variety of billing mode, applicable to a variety of application scenarios. As long as the user mobile phone can be realized on the application of the content of the purchase and use, no need to enter a username and password, convenient and quick, and no bank card password is stolen risk. "On the mobile platform has been nearly 90% of applications within the billing, download fees will be phased out." ”

Hangguoqiang introduced that the current use of China Mobile application of the application of billing or game-oriented, has more than 10,000, in the way of billing, there are props, by the time and monthly way, at the same time in the conversion rate of accounting, on average up to 15%, some quality of the game can be as high as 30%, The total per capita payment can also reach 16 dollars. At present, China Mobile and game developers are 37 divided into cooperation.

In China Mobile Internet mall, there is a very typical case of cooperation, China Mobile gaming base of more than tens of millions of million-monthly income has two games, one is "fishing talent", the Other is "Frog Frog bucket Landlord." "Fishing talent," the developer of Touch Technology CEO Chenhao Zhi has said, operators billing method will become the future of mobile gaming core billing methods. Chenhao stressed that the current operator-arranged mobile phone game billing model has been very mature, very suitable for future mobile gaming billing methods, the advantage is to statistical user consumption behavior and consumption data.

In addition to providing billing services, another important service for China Mobile's internet base is the application of distribution. China Mobile has its own distribution channels, such as the mobile mm, flying letter, 139 mailbox, mobile micro-blog, as well as China Mobile nationwide owned more than 50,000 entities of the business Hall. According to Hangguoqiang, this year, all of China Mobile's business hall will be equipped with mobile phone assistants, can help users to install a large number of download applications, "This means that more than 50,000 of our hall will become the quality of the promotion of the entity channel." In addition, 2013 China Mobile is expected to sell 120 million custom terminals, all of which will be prefabricated mobile stores in China Mobile.

In addition, China Mobile has also established cooperation with nearly 20 other channels, and all applications and games on the platform, including the use of China Mobile's billing capabilities, can be distributed to other high quality channels via China Mobile's internet base. In order to achieve with the developer, the channel trader's tripartite wins-win.

In addition, for operators with operational capabilities, China Mobile can also provide the installation of game applications, to facilitate the developers themselves to do some channel distribution and expansion.