China's mobile phone game explosion growth compound growth rate has reached 49.3%

This article comes from: CTI Forum: Call Center Unified Communication Network communication Professional Information Net (http://www.ctiforum.com/) mobile gaming market is a market with large scale, wide impact, ARPU value is very high market, will become China's wireless value-added market in the future development of bright spots. 2008, the market growth rate maintained a high growth rate of 40.3%, the market size reached 1.21 billion yuan.　　The number of users of mobile games has grown at a high rate of 136 million, up 52.1% from 2007, to over 20% of Chinese mobile subscribers. Driven by the 3G market, mobile gaming services business model is gradually clear, industrial chain division and cooperation more refined.　　By 2011, the market will grow from 1.21 billion to 4.03 billion yuan, with a 3-year annual compound growth rate of 49.3% per cent. Profit model to seek breakthrough mobile phone games are now mostly for reference to PC games, a variety of patterns coexist, in the profit model to explore the inflection point.　　Three more mature models dominate the market. Download charges. Download charge is the main business model of stand-alone games, such as China Mobile hundred treasure box business, according to download the number of games, or monthly fees, by the end of the month, mobile operators and mobile gaming service providers.　　Mobile gaming service providers will also launch some free demo games, after a certain period of time to the user charges. Buy game point cards. Usually the introduction of monthly service, this model in Japan and South Korea is more common, or users buy virtual point card for the game to recharge.　　The billing model will also be used more often after China Mobile has opened its mobile gaming charging interface. Virtual Goods Sales. Free mode is the game operators to users free of charge to open the game, no longer point card as the source of revenue, and sales of virtual equipment operating mode.　　Users free download, free games, but users need to enjoy a better service in the game to buy goods, supplies, value-added services, clothing, props and other virtual items.　　Despite the attractive prospect of the 6 major problems in the market, the development of mobile gaming industry in China is also very prominent, which has become the main bottleneck restricting the further development of the industry. Question one: Copyright issues restrict healthy development. Mobile gaming is also a coveted target for pirates.　　Pirated mobile gaming websites are rampant, capturing profits that should belong to mobile gaming developers and service providers. Question two: Game homogenization, lack of creativity.　　Mobile phone game research and development is a need to invest in high-end talent process, but there are a large number of small workshop-type research and development team, by copying other people's creativity and design, after simple packaging as a new product to promote, formed a bad market environment. Question three: The game content lacks the handset characteristic. Mobile phone network games most products into the PC online game model, copy PC online games, directly transplanted to the phone, leading to the mobile phone this unique operating platform and mobile phone game players This group, the interaction and experience of the game. Moreover, there are some products with serious homogeneity, the content of single, into the "dozenStrange "circle of escalation". Question four: The quality of the game needs to be improved. Most SP for far hydrolysis near thirst, spend a lot of money to buy Korean Java games. In order to reduce costs, some enterprises simply imitate foreign products, spend less manpower and material resources, research and development of the game is suspected of shoddy.　　These games have not been strictly screened to enter the distribution field, greatly reducing the user's overall evaluation of mobile games. Question five: The game platform is not unified. Because a mobile phone can not support two operating platforms at the same time, so the development of different platforms of mobile phone terminal rival machine manufacturers pressure is relatively large. China Mobile supports games based on the Java platform, and Chinese unicom (600050, share bar) supports games based on the brew platform.　　Platform difference, affect the mobile phone game interoperability and applicability, not convenient to users. Problem six: the level of network services needs to be improved. Mobile network game users The most headache is the speed can not meet the requirements. The blind spot of signal is an urgent problem to be solved in mobile network game. In the present situation, the absence of signals from the MTR and some buildings often occurs.　　More importantly, now the mobile network to bear a large number of users at the same time online gaming capacity is limited, when the number of online users will be overwhelmed, this is the mobile phone network game "soft rib." 3 major countermeasures to grasp the opportunity the innovation ability of the enterprise determines the development potential. The development of mobile games you must break through the limitations of the PC game mode. Mobile games should be for mobile phone This is a different operating platform and unique user experience to consider.　　Mobile gaming enterprises in the face of competition at the same time must strengthen the development and promotion of new products, can not fall into the vicious competition of homogeneity, to go back to the original SP.　　Countermeasures one: From the user's basic characteristics to design products and services at present, mobile gaming users are mainly characterized by "low age, student-oriented, male-dominated, low-income mainly", therefore, in the game product design and development, must be based on this. Increase the interest of the product. From the product design, we must meet the requirements of the products of the low age users, suggest the development of action class, role playing games, such as the draw card class, such as less time-consuming, easy to use products are also the focus of development; For the characteristics of users, the introduction of sports games will also be users.　　At the same time, in the picture, sound and so on to improve the user experience. Reduce the cost of using the game. The user's low income or even the lack of income makes free gaming a favorite. From the survey, whether it is a stand-alone game or online games, users tend to "free to try", that is, first play the game after the subsequent payment.　　At the same time, the adoption of "monthly" and other forms, can be adapted to local conditions to reduce internet tariffs. Strengthen the platform of operators to promote the game.　　At present, the operator platform is also the user to enter the mobile Internet, the use of mobile gaming, the first entrance, so the operator to strengthen the mobile Internet access Platform control, and on this basis for the promotion of the game is still very obvious effect. PC Internet, unofficial WAP website is the beneficial complement of mobile game promotion, the game service provider can promote independently, in order to enlarge the user group of the game.　　Newspapers, magazines, television and other traditional media for the game to promote the effect is not obvious, the image of propaganda than product publicity better. strengthen Word-of-mouth marketing to enhance user acceptance. User Exchange and recommendation is the most acceptable way to promote the user, game providers can play games and other ways to enhance the user's understanding of the game, but also to some new games for publicity and promotion.　　As the internet is still the main channel for users to receive information, gaming service providers can open discussion areas in Internet stations and forums to facilitate communication between users, while promoting user awareness and acceptance of game products.　　Countermeasure two: Strengthens the game operation mode the design and the development. Telecom operators in the mobile Internet industry in the core position, shouldering the role of activating the mobile internet industry chain. In the operation of mobile phone games, we must build a platform for mobile internet gaming operations to help SP, CP for game development, promotion and sales. Jointly promote the mobile gaming market to maintain rapid and stable development.　　In addition, actively promote the 3G construction, increase Internet bandwidth, reduce internet tariffs and so on also become operators to carry out mobile phone game business necessary basis and protection.　　Countermeasures Three: Boutique is the inevitable trend of the development of operators and service providers. Because of the mobile phone game entry threshold is lower, the product quality is uneven, the enterprise cohabitation, devotes in the handset game enterprise in the product development must insist the fine route. Otherwise, the deteriorating user experience will only lead to the overall sinking of the mobile gaming industry.