Local companies to quickly layout faster enclosure mobile Internet

July 1, Apple officially put its IAD ad network into use, this is Apple after the acquisition of Quattro Wireless company, in the mobile internet advertising market again. Apple's rival, Google, is also on the move, said Matt Brittin, managing director of the company's UK district, which is shifting its focus to mobile advertising and services and predicting a fast-growing period in the next three years.　　Previously, Google, after accepting the FTC for 6 months of detailed investigation, finally to 750 million U.S. dollars in pricing will be mobile internet advertising platform company AdMob revenue in the pocket, against Apple's iad.　　Apple and Google, as leaders of industry trends, are seen by the industry as a signal that the mobile internet advertising market has a promising future.　　This time, China's local companies do not want to lose the initiative, a new round of happy enclosure has begun. From 2010 onwards, a large number of companies based on mobile internet advertising strategy surfaced, such as gifted honey technology, easy media, Palm Media, Czech, new network interconnection, the sea, digging sticks.　　Juniper predicts that mobile internet advertising will grow 4 times times over the next 5 years, with overall mobile advertising revenues, including online advertising and text ads, rising from 1.4 billion dollars to $6 billion in 2014.　　Located in the integrated digital platform of Shanghai New Easy Media Advertising Co., Ltd. (Easy Media) June 15 released a mobile advertising platform, officially into the Mobile Internet advertising field. Prior to this, Yi Media dedicated to the Internet advertising market, has integrated more than 400 high-quality websites in China Media resources, the monthly flow of more than 9 billion, covering more than 350 million independent users. "The mobile platform actually started the research and development work from the end of 2009, preparing to market after six months." This platform can be said to be our original technology and customers on the mobile Internet effective extension.　　"Easy Media founder, CEO Fang Fangjun to the digital business Times," Reporter said, do not grasp the future direction, you can not win the future success. While mobile advertising is growing fast, Fang Fangjun is calmly pointing out that the proportion of mobile advertising is still very small compared to online advertising. "Mobile advertising will continue to be a small part of the overall advertising market for the foreseeable future." Considering that the Internet has developed for 10 years to fully win the trust of advertisers, the search for mobile internet advertising may continue for some time, at least 3-5 years.　　"The first step is to speed up the enclosure before Apple and Google complete the layout of the Chinese market, cutting off the international giant's access to China ahead of time." In early 2010, the Morgan Stanley report said the world had begun to enter the mobile internet age. "60 is the mainframe era, the 70 is the minicomputer era, the 80 is the PC era, 90 is the desktop Internet era, the fifth quarter of this century, mobile Internet will become the 5th new technology development cycle." "The winners of each cycle often create more value than the last round, and new players will continue to emerge, the winners of the past may not be the final winners.　　In many markets with limited access to fixed Internet resources, such as India and China, mobile phones have become the main tool for people to access the Internet. Although the golden period of mobile advertising is still to be a while, but "all the princes" have begun to plot separatist trend. "This is a promising field, so many of the input, we see is a start, the process of rising, in the process of everyone in the enclosure, although everyone may circle the ' ground ' will be different, and some may be barren wasteland, and some may be the fertile soil of lush weeds.　　"Fang Fangjun said that in the case of the trend has been set, who is not in the layout here, who will lose the chance of high-speed growth in the future."　　According to Nielsen Mobile Business Research Report, the conversion rate is 5.3 times times more than the website advertisement, which shows the huge business opportunities in the mobile advertising market. In this emerging market, the admob of the United States is now the most advanced. The company, which claims to own the country's largest mobile application advertising platform, is a sample of AdMob's model, and its rice ads are recruiting aggressively.　　There is a meter mobile phone marketing department in charge of the data provided to reporters, since the April 1 on the line, there are more than 20 million meters advertising total display. "The pattern of rice and AdMob is the same, you can filter the target audience for advertisers through the ads that the developer embeds in the application." The purpose of rice is to cut off AdMob access to China in advance, for example, for AdMob in English advertising, PayPal collection, only support the iphone, Android, webOS features, the introduction of pure Chinese advertising, bank card network Silver Collection, support Android, Symbian, Windows Mobile and Java four mobile phone systems.　　"It industry senior analyst Wendy said. Easy media is also imitating AdMob. According to Fang Fangjun, they have been in close contact with AdMob for half a year, to discuss cooperation matters, after AdMob was acquired by Google, they and Google Mobile Department communication, will soon announce the strategic cooperation plan. "The AdMob model and the media model are very similar, we have a good foundation for cooperation."　　"July 15, Yi Media held the" 2010 China Digital Media Summit "will be held in Shanghai, Google, Microsoft, News Corp and other media in the mobile Internet advertising in the field of cooperation will collectively participate in the joint exploration of business opportunities in China. After six months of preparation, easy media existing more than 3 million mobile phone number resources can be effective and cookie analysis corresponding. Fang Fangjun expects customers to take 10% of the advertising costs to make mobile internet attempts, "this is our current 400 million revenue of 40 million, is a very impressive number."　　"And easy media in the past 6 months of research and development time, the main solution is the new mobile advertising platform and different mobile phone operating system docking problem." "IsIn our mobile Internet Project team has more than 10 people, I expect to meet the middle of the third quarter of this year's development needs, after July or August, we will significantly expand the existing staff size to about 100, mainly technical innovation, product development and business personnel expansion. By the end of this year, a mobile business may be set up separately, depending on the business development needs.　　"Fang Fangjun said. In Fang Fangjun view, the Internet field has a learning object, that is a step by step into the "Penguin Empire" Tencent. Easy Media is developing the company's second half of the specific revenue targets for the mobile business. In late June, Fang Fangjun hosted a strategic meeting on the direction of mobile internet business in the media, and made a detailed layout for the development of the future 2~4 quarter. "Such as media strategies, marketing strategies, customer clarity, related budgets, and relative corporate resource consolidation and deployment."　　"In the Fang Fangjun company structure, the sales, marketing, brand department personnel are unified management."　　Too busy to occupy their own territory also has Shenzhen Palm Media Technology Co., Ltd. (in the text referred to as the media), Chai, CEO of the media, said that in June, when the third generation of new products, they also developed a combination of mobile new media advertising platform, the mobile phone can be flexible and fully intelligent, accurate, dynamic advertising. "The mobile internet advertising market can now be said to be in the 1999-year Internet advertising period, internet advertising from zero to 20 billion yuan (2009 China's network advertising market size of 20.7 billion yuan) of the scale, spent 10 years." I expect mobile advertising to reach this size, the fastest 3 years, up to 5 years.　　Fang Fangjun, a former ebay director at China Market, believes that if there is a big world-class company in China, it must be a creative and innovative company in the field of digital media in the mobile internet. The current poor groping forward and the Internet oar site compared to the mobile internet is also very thin.　　There is no commercial model to be used for reference in marketing value and sales channel value. Mobile phone after the internet and television, newspapers, magazines and other media, become consumers perceive the outside world another new channel. No doubt, mobile users will see more and more ads.　　Gartner predicts global Mobile advertising spending of $7.5 billion trillion by 2012, up from about 25 times times the total advertising spending of 530.2 million dollars 4 years ago. However, the foreseeable "blue sea" also has a lot of problems to be solved. A survey conducted by Nielsen recently showed that about 60 million of U.S. wireless subscribers are browsing ads on their phones each month, but advertisers can't know what users are doing and when they are watching ads, which directly affects the accuracy of the ads.　　These flaws make it possible for advertisers to supplement mobile advertising as their marketing tool at this stage. The content of the mobile phone is too not rich, the form of advertisement carrier is single, it is the important factor that affects the advertisement main plan. "Compared to the Internet oar site, mobileThe internet also appears very thin. Fang Fangjun said that advertisers are most concerned about precision delivery, "Where will my content appear?" In what form? Who's watching after the show? "I am not optimistic about mobile internet advertising, because of the network speed, screen size, internet costs, matching and other restrictions, the effect of transmission is not obvious."　　"A well-known domestic appliance brand North China marketing director Zhang to reporters, the company's current advertising program is still the first choice for television media, and did not put mobile internet advertising plans. Zhang, who has the same idea, is Maik Becker, the vice-president of advertising for Nokia, who believes that "advertisers are still exploring and learning about mobile internet advertising."　　"In fact, advertisers have little or no advertising budgets to move directly into the mobile internet, and most are in the trial phase," he said. Changdong, a renowned information technology expert and former deputy director of the Institute of Wireless Technology at the University of Posts and telecommunications, said that mobile internet audiences are surprisingly large in theory, but most of them are not the groups favoured by advertisers--the students with low consumption ability and the migrant workers who have not high earning capacity, In addition, the Internet tariffs have been slow to low enough, no operators to participate, advertising can not be very good to help users solve their own internet costs.　　In addition, the ease of use of advertising and consumer relevance is not well resolved, which has affected the mobile internet advertising market development. At present, China has the most users, the largest flow of mobile Internet portals by the Canton Long Bang digital technology company operation of the 3G portal network. From March 24, 2006 onwards, 3G Portal began to officially operate mobile phone advertising, when BenQ through a "Play quiz game, send BenQ MP3" link, the first in the 3G portal opened a zone to provide the freshest products and brand information. 2008, some mobile phone manufacturers and even mobile operators, as well as nine major banks to the 3G portal advertising.　　2009, its annual turnover of more than 150 million yuan, to achieve from the "burning Money" to "profit" change. "Now everyone is a look fresh, watching the lively mentality." "Austrian-American Century (Beijing) Advertising Co., Ltd., a person in charge, said advertisers generally believe that mobile Internet is a valuable, potential media form, but do not know how to do so can only wait and see the attitude." "In 2005, when internet users had just reached 100 million, the Internet advertising market was woefully poor." After all, the Internet has developed for 10 years to fully win the trust of advertisers. Mobile internet advertising Exploration will also continue for some time. "However, these mobile internet advertising platforms are not willing to spend more time waiting for new breakthroughs." Easy media began to strengthen cooperation with the App Store developers to content and application to cut into; In addition, in the overseas and Fox Media Strategic Alliance, signed advertising Cooperation Agreement, the various forms of media to get through, butt-U.S. customer launch, has now helped the United States, Tcl such domestic well-known home appliance enterprises in the United StatesAdvertisements are issued by the media. To achieve the desired effect of communication, mobile advertising must be able to meet the consumer's personal media goals, that is, to meet the individual in the use of mobile devices in the pursuit of the goals of the cognitive needs. Global renowned mobile community expert in location-based services, GYPSII, deputy general manager of Greater China, Yang Jianling told the digital business Times that content is a key factor in mobile services, "Gypsii is satisfying this demand." Simply put, ' we have a need for a place, so I want to know you '. Like eating at the same restaurant, working in the same gym, drinking coffee at the same café ... So you can get the attention of these advertisers. "Gypsii in 2009 began to negotiate with Lenovo pre-installed music phone on the cooperation, and finally to the" first "advantage to get Lenovo's agreement. Yang Jianling said that Gypsii's current top priority is to attract users with content, "it is expected that by the quarter, the number of users will exceed 10 million, there will be substantial advertising revenue, SAIC-Rong, KFC and other customers are interested in us." Our strength lies in the future. "Although the profit of mobile internet will finally be reflected in the advertisement, but in front of it is how quickly and accurately excavate its marketing value and sales channel value." Mobile internet advertising, at least so far, has no business model to draw on.