China Mobile Internet development faces four difficulties

How to find new business opportunities from the convergence of the three-network industry trends? How to find the way to break through the difficulties under the charges and channels? How to gain the favor of investors with the new business model? Mobile internet entrepreneurs are searching up and down.

Editor's note/Three network integration program, to the mobile Internet entrepreneurs to create business opportunities. The State Council's information Office said in a white paper on the state of the Internet, published on June 8, 2010, that Chinese Internet users have been using dial-up Internet as the main way to develop broadband and mobile internet access. However, in the mobile internet boiling development behind, the three major operators in the payment channel of "encirclement and suppression", high 3G flow costs, changeable regulatory policy, complex terminal market, no doubt to the mobile Internet domain set a large obstacle. How to find new business opportunities from the convergence of the three-network industry trends? How to find the way to break through the difficulties under the charges and channels? How to gain the favor of investors with the new business model? Mobile internet entrepreneurs are searching up and down.

How to "get out of the way" for mobile internet nuggets

Dilemma 1 Payment channel single

Problem: Domestic operators have a strong involvement in the mobile payment business, and gradually form control, high cost SP (mobile Internet Content application provider) channel billing becomes the biggest obstacle to the development of SMEs in mobile Internet domain.

Ideas: Find another camp, such as channel camp, training users to use Third-party payments and other consumption habits, establish their own pay mechanism.

Chuchang: I am very optimistic about the development trend of mobile Internet in the next three years, but now we have to face a reality: handheld terminals (such as smartphones, etc.) and PC than there is a big gap. In terms of payment, I made mobile payments in Alipay and did it for a year, but overall there was little breakthrough and explosive growth. This involves how to establish low-cost, fast and secure payment channels with banks, operators, and third parties. Over the past five years, on the Internet, the basic network of silver, Alipay to solve the fast, low-cost security payments, but in the wireless internet area, these are still very large obstacles.

Wang Yong: now mobile phone SNS or carrier pay-oriented. But the operator tube is relatively strict, six months ago the Internet has an anti-vice activities, many media said China Mobile's industrial chain in the midst of the bad role, so China Mobile in December 2009 the main billing channel to turn off, which has a great impact on us. Because 80% of our revenue comes from the operator's billing and is still not open until now. We can now only allow users to use the Shenzhou line recharge cards, nets and Alipay and other payments, and continue to educate users to pay by these means. We are happy to see outside the operator of the charging method, because the operator's billing costs are high, coupled with the rate of bad debts, we finally got the money in the hands of very little. For example, you may buy 100 dollars of things only to get 50, but if we use a recharge card, we may recover more than 90%. But there is also a problem with this payment: The user is not very convenient to use, unlike the operator to pay, a click on the charges.

Xiao Yongquan: Operator's Commission is really too high, probably in 30%~40%, this is a big problem, the payment problem on the impact of single game is particularly large. At present, the mobile phone online game is a very common way to charge through the Shenzhou line card payment, which is a Third-party collection of methods. In order to completely solve the problem of payment, we also launched the phone account, we set up a pay mechanism.

Zhang: The use of the SP billing method, there will be bad debts, this is still a small problem. More importantly, the SP does not have sufficient billing code. We have a wide range of commodity prices, and the SP's billing code is basically 1 yuan, 2 yuan, etc., after all, SP's billing channel is not strictly a payment tool, so we do not and operators have this cooperation. However, we and operators will have a number of mobile phone wallet cooperation, customers can be charged with the way to pay, and the rate is not as high as the SP channel, can be controlled within 10%, we can still accept.

Liuliang: Although the mobile gaming market in the quarter reversed the adverse situation of the decline in the size of the revenue to restore growth, but the mobile game to the telecommunications operators of the high degree of dependence on the billing channel, the industry is affected by the policy risk, therefore, to achieve the diversification of the billing channel is the mobile gaming industry

The business and life service represented by mobile payment is the next stage of development of mobile phone application service in China. However, for the moment, the mobile internet is still a low rate of pay penetration, users lack the habit of mobile payment. It can be said that training users to use mobile payment habits is a key issue. The solution of this problem requires not only the carrier and bank-led two kinds of mobile payment modes to realize the integration, but also to provide users with efficient, convenient and low-cost integrated mobile payment service, meanwhile, it is necessary to strengthen the promotion of mobile payment product service, enhance the user experience and enhance the user experience. In addition, the low penetration rate of smartphone and the uniform payment technology result in the high application cost of mobile payment, which has become an important factor to hinder the application of mobile payment scale.

Dilemma 2

Risk of policy regulation

Problem: operator management policy changes greatly, the Internet tariff is high.

Weapon: Grasp the opportunities brought by three nets convergence, and find new growth point of mobile internet.

Chai: The Internet charges expensive, management is not clear, is the development of mobile internet restrictions, but also to the development of new media restrictions. Among them, the mobile Internet tariff is a very big bottleneck problem, for example, mobile new media account for the flow is very large, but in terms of its development prospects, the Internet tariffs must be the lower the better; On the other hand, the operator's positioning and role is vague, they want to do anything, but may not do anything.

In fact, mobile Internet appears most of the business is directly affected by the policy of the business, such as yellow, dark buckle, malicious consumption, product bundles, malicious brush, and so on, and many companies are relying on these businesses to complete the accumulation of funds, and began to snowball-type development. Therefore, when the Government and operators jointly carried out a double crackdown, many businesses do not follow, but also the entire mobile Internet development into a trough, the company's income naturally showed a sharp downward trend.

Wang Yong: Tariffs are still the biggest problem at the moment. From the experience of the United States and Japan, only when broadband Internet access, monthly broadband development, mobile Internet industry can really develop. Monthly broadband has two constraints, one is monthly, one is broadband. Broadband is a technical thing, and a monthly subscription is actually something of a tariff. Moreover, at present there is not a reasonable monthly price, the user is still worried about the cost of the Internet, therefore, the tariff problem will directly affect the mobile Internet users active degree.

Liuliang: Triple-net convergence for businesses, whether it's digital publishing, SaaS (software as a service), or mobile video, it all means new opportunities in the mobile Internet arena. Take the mobile video service for example, on the one hand, video content production and distribution enterprises will be in the mobile Internet to achieve greater space for development, on the other hand, telecom operators, video service providers and other businesses will be through with the video content provider's extensive cooperation, to provide users with rich and high-quality mobile video service content, In turn, the mobile video business becomes its new profit growth point.

Dilemma 3

Business model Immature

Problem: Still copying the business model created by PCs, although everything works, it may not be the best.

Ideas: According to the characteristics of mobile Internet, as well as the changes in user groups to explore new markets business model.

Zhang: After investigation, we found that the main force of mobile Internet access to more people from rural and small towns in China. Thus, the sale of Bao through the mobile Internet media, access to the traditional E-commerce has not reached the level of four cities below, China's vast rural urban users. The user market is different, will lead to the different business model, cost structure and so on each link is not the same. Although and other e-commerce sites, we are also doing the site, the release of merchandise information, user orders, transactions, distribution, after the sale of this process, but with the urban population to provide services. For example, delivery for rural users, you have to give him telephone counseling. Delivery to the countryside is mainly through cooperation with the third party, if the user did not receive the goods, your money will not be received, and this freight will have to bear your own, which for us, this is the greatest risk.

Wang Yong: At present our main mode is community, group, BBS, at the same time, from 2009 began to strengthen a part of the development of content, such as community games. We have two main sources of income: a traditional mobile ad, and a virtual implant ad, and another, a dummy prop, a prop in the community. Mobile phones are mainly in these two main, games and advertising, and some companies to join the location services, such a model can be more sticky users, but not very mature at home. Games and advertising This is the internet proved to be feasible mode, on the phone is applicable, in the future can also extend the line of business to E-commerce.

Xiao Yongquan: At present, we rely on free game download, rely on the level of pay and props to pay profits, this is a stand-alone game and mobile games are applicable practice. When the Lok net in this industry chain is the portal, many developers put the game to us, we go to release, it is actually a platform. A lot of our collaboration with game developers is in the form of partitioning, with a small amount of customization. Different games are different, such as stand-alone we are 5-5 or 6-4 divided, if it is a net game is also 5-5 or 6-4 divided. Of course, will also be divided into the ladder, we will now give developers more divided, we will provide some upfront development costs.

Dilemma 4

The entry bottleneck of capital

Problem: Policy and market risk is big, although the market potential is huge, but investors are still very cautious

Ideas: Focus on the development of user size, increase user stickiness, enhance user experience, focus on the relationship network of investment institutions.

Beichuan: In the Mobile internet field, China still has great opportunities for development. And more and more investment opportunities, will mainly focus on mobile phone SNS, mobile applications, mobile advertising and so on. We decide whether to invest, mainly to see whether there is a good business model, including membership, technology and team. However, the strength of the three major operators in China, but also to the development of the major constraints, the main problem is that Internet tariffs are relatively high, at the same time the policy changes too much will cause great difficulties for our investment.

Kui: In mobile internet, one bottleneck that affects our investment is the channel, and the other bottleneck is paying. For example, we invest in payment companies, support companies like DM, or other mobile payment companies, because these enterprises to nurture, you can help other enterprises to pay the link. And like the pure SP, and operators too close, in our view, it is difficult to become a very successful enterprise. There is no particular investment opportunity in the area of mobile hardware. Like SIM cards, we can't find a particularly good company that is scalable, while preserving their profitability.

Liuliang: From the perspective of the segmentation and development potential of mobile Internet, general investment organizations are more willing to invest in mobile Web sites or mobile application services, such as mobile browsers, mobile middleware developers, mobile gaming vendors, mobile app developers, location services and social service providers. In the enterprise profit model, investment institutions are more optimistic about the use of the former personal pay mode of mobile internet companies, such as the monthly payment mode.

Conversely, mobile internet companies in the selection of investment institutions, but also should mainly consider the following factors: first, the investment institutions of the time, expertise and success stories, with the mobile internet associated with the depth and breadth, and then reflect its investment experience and the ability to help enterprises grow; The second is the relationship between investment institutions and telecom operators, handset terminal manufacturers, content service providers, advertising owners and other industrial chain upstream and downstream enterprises. Before the investment, the focus on the development of user size, increase user stickiness and activity, expand product lines, control operating costs and improve user experience, is currently the core task of mobile Internet enterprises.

You can save yourself by basing yourself on yourself.

Many people put the current mobile Internet development problem, all blame the operator's payment control, and policy regulation issues, but behind these problems, ultimately directly affect the user or product experience.

In the field of mobile Internet, although some users and the traditional internet is coincident, but based on terminal changes, whether it is the habit of clicking, or the choice of pages will be very different from the PC. How to understand the user's usage habits in the details, and develop products that can meet the needs of users, sticking users is the fundamental of the successful "breakthrough" of mobile internet enterprises.

A good example is that, affected by policy, some of the Web sites and enterprises engaged in software services to see the software does not make money, and do the game to make money after the website, began to do the game download station. If you do other download stations to make money, they will also be moved to do other, this may temporarily get the chance to survive, but because there is no stable user base, the loss of users will be more and more.

Some people in the industry will be called the 2010 mobile phone game year, because mobile gaming has become the mobile Internet, the most profitable business one. But in fact, the user's use of mobile games is not fully formed, play what game users have, so there will be a variety of various types of games. According to the survey, the current users of mobile Internet services are more students, soldiers and ordinary workers, and these mainstream users commonly used services are QQ chat, reading, watching video, play games and other entertainment services. A few years later, as students graduate or go to school, military veterans, ordinary workers to change jobs or other industries, they are chatting to QQ, reading, watching video, play games and other entertainment services may no longer cold. And some practitioners just blindly cater to the needs of these users, the final result is that their business has not been very good accumulation of technology, but also face the loss of users.

In fact, as the number of users on the Internet increases, the user classification will become clearer. At the same time, the user's usage habits will be fixed gradually. For practitioners, the rational choice should be: as far as possible to consider how to get rid of operator control, based on the user to meet a basic application, and then according to their use habits to do tomorrow's business development. For example, the original stand-alone game to do well, it can be used as the basis for training users, and then to develop mobile games, community games. In this way, with the increasing number of users, the company's influence in the industry, as well as with the upstream and downstream negotiations will be more and more weight.