Independent WAP should be the content of the king

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The increasing popularity of WAP terminals and the rapid development of independent WAP drive the rapid growth of WAP users. According to the report released by Cnnic, as of the end of June 2007, the number of Internet users in China to use mobile phone 44.3 million people, on average, 1 of the 4 netizens use mobile Internet, accounting for 162 million of the total number of users 27.3%, more than the use of laptop computer Internet 21.1%. At the end of 2006, the number of people using mobile phones was only 17 million.

The current status of free WAP development

Independent WAP site starting from 2004, 2005 independent WAP market into a rapid growth period. From 2006 to 2007, due to the expansion of the market and the lack of clear business model support, coupled with the operators to further strengthen the channel and marketing resources Control led to the first industry adjustment. The industry shuffle, will be part of small, homogeneous independent WAP site elimination. Network boat Consulting Forecast by the end of 2007, the number of WAP sites with independent domain name has reached 100,000, WAP Web page number of nearly 300 million, the number of Web page bytes reached 800GB. At present, the main business models of independent WAP sites include mobile advertising, the use of search bidding rankings to obtain revenue, value-added services, E-commerce.

At present, the basic form of independent WAP portal, typical enterprises have 3G portal, the World Network, wireless QQ, Sina Wireless and other websites. Through the in-depth analysis of the first line of independent WAP operators, we can find that the key factors of successful business development are mainly embodied in three aspects: first, the mobile phone users targeted strong, rich content, product refinement, service more professional, and the other is in the business and application of the promotion of joint Internet resources, forming complementary advantages The third is to pay attention to the development direction of community, increase the interaction, so as to expand the virtual consumption and advertising revenue sources.

Community, reading, video, download and other free WAP typical application of rapid development, the rise of independent WAP stole a large number of users mobile dream network, the lack of prominent advantages of mobile dream network market share is slipping, mobile dream net accounted for the first 200 total visits 21%, the advantages are not obvious. China Mobile to strengthen its core position in the wireless Internet value chain, starting from May 2007, China Mobile fully opened WAP homepage push function, users visit any free WAP site must go through mobile dream Network "Jump". Specific is when the customer through the mobile phone to visit WAP site, the site will provide customers with a charge prompt page, to remind users are using mobile phone internet business, if continue to browse the Web page, will generate GPRS communication fee.

Overall, the development of independent WAP has faced a bottleneck, and is seeking new breakthroughs. According to the network boat for WAP users to carry out a survey shows that the bandwidth is too low, high tariffs (refers to GPRS traffic charges) and the content is not rich is the user of free WAP business three of the main views. Among them, the requirement to increase the speed of the proportion of 45% of all users, reduce the proportion of the tariff is 32%, increase the content of the rich accounted for 21%. With the introduction of unlimited monthly packages and 3G licences, I believe that the speed and tariff will be significantly improved in 2008 years, so the richness of content and innovation will be the key factors affecting the development of 3G business.

Development strategy of independent WAP under 3G background

3G license is about to be issued, independent WAP industry will face a good development of the external environment. In this context, independent WAP industry, in order to break through the existing business bottlenecks and rapid development, the need for mobile operators, WAP operators, government regulators tripartite efforts. Based on his years of experience in the industry, the author puts forward the following suggestions for development strategies:

At present, the content homogeneity of WAP website is serious, the majority of independent WAP website doesn't focus on how to build its own characteristic business and high use stickiness user group, but focus on the operation focus on simple traffic and some short-term, even damage the user's profit behavior. Therefore, independent WAP for the promotion of core competitiveness, to achieve sustainable development, should avoid homogenization, develop more and more suitable for the characteristics of mobile phone users of free information services. such as the current attempt to music club, hand Tour club, animation club. In addition, free WAP should be to the community, personalized, search (especially for life), content aggregation and other entertainment interactive direction of innovation, at the same time its product design, promotion methods, business models and other innovations also need to be strengthened. 2007 Aerial network relies on the wireless internet to carry out the "Yue Girls born Big showdown" activities in product design and promotion of the way has been a major breakthrough.

China Mobile's 2007 WAP reorganization reflects its firm determination to channel control. There is no doubt that this is conducive to consolidating its mobile dream network core position, but also for the 3G era to continue to maintain the industry's leading position to lay a solid foundation. For mobile operators, the current control of the channel at the same time the need to learn from the content of WAP operators successful product development and design experience, and combine their own advantages of resources from innovation to achieve breakthroughs, such as blog, PIM, interest customization and other personalized business products. After China Mobile borrowed from QQ, UC and other IM software Enterprise's product development and operation Experience launched the letter of business, reflects China Mobile's deep insight into mobile internet. Its launch of the letter of business to create a user communication mobile community, in the traditional IM competition field opened a blue sea market. China Mobile needs to go further in the area of mobile internet and needs insight into consumer demand and business innovation capabilities. For example, China Mobile can try to combine its own advantage resources and integrate industrial chain resources to realize the innovative development of new wireless interconnection areas such as localized life search, mobile Internet search, mobile positioning, real and mobile interactive community, mobile integration and virtual currency.

At present, on the one hand, it is necessary to coordinate and maintain the fair competition and cooperation between the mobile operators and the free WAP operators, and to promote the mutual benefit and healthy development of the industrial value chain. On the other hand, we need to increase the penalties for misleading consumer behavior such as bad information, false propaganda, etc. and the establishment of free WAP operators hierarchical management system, and strive to achieve the management of fine.