Mobile Internet base Hangguoqiang: A big break in the hand tour industry

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

April 10 News, in the "2013 eighth session of the global mobile games and channels," Hangguoqiang, general manager of China Mobile internet base, said the Chinese mobile applications in the market, mobile Internet Base application downloads accounted for 25%, bringing the total revenue accounted for up to 87.5%.

According to Hangguoqiang, mobile games and PC games have a very big difference: including fragmentation, mobile phone game typical users more low-end characteristics. At the same time, Chinese users are more willing to pay for high-quality applications and games.

Hangguoqiang said that the first ten applications of mobile mall platform revenue accounted for more than 30% of the total revenue, that is, high-quality applications more with the ability to gain value.

In addition, Hangguoqiang said, there is also a clear feature of the billing for mobile gaming, which is that the conversion rate of free users to paid users is particularly high, with a ratio of 7% to 30%; another feature is low per capita consumption, but because of the high rate of pay conversion and the rapid expansion of the entire user base, Mobile gaming area of the entire revenue space is still very impressive, it is worth looking forward to. There is also a feature is that the way the payment is more accepted and used by users, mobile gaming accounted for up to 70%.

In this respect, Hangguoqiang said, because the mobile phone in the mobile terminal, the way the experience of payment is the best, click the number of steps is the least. and the application of internal billing is now the mainstream of payment methods. On the mobile platform is already close to 90% of the application of the billing, so download fees will be phased out.

Following is China Mobile Internet Base general manager Hangguoqiang speech record:

Hangguoqiang:

In the past few years because of doing the internet business, I also participated in a lot of industry meetings, the theme of the conference "Dry Goods and signing", I have seen the most special, most direct, most really is also the most suitable for the current theme, so I would like to share the content today is two aspects.

First, through some data to share with you some of our thoughts on mobile games;

Second, I would like to take this opportunity to introduce the development of mobile store in China Mobile, hoping to attract everyone to sign cooperation with us.

Our internet base has a very young lad, we in a brainstorming time he said a word, he said that people are born lonely, all the internet behavior of people is to eliminate loneliness, resolve loneliness, this sentence may be a little absolute, but I think very reasonable. So let's think about it, from the angle of loneliness, from the point of view of spare time, and from the angle of the sport of human nature. The game is the best choice.

Another personal experience is my son today, 10 years old, his game, especially the mobile game of the speed and the degree of fascination, let me be very admire, but also some worries, the mood is very tangled. So for the future of the game, I don't think anyone would suspect him. But for a mobile game his development, we look back at the past decade years, actually also experienced some twists and turns. From the earliest 10 years ago, we had some of the simplest games on our phone, it was just some of the mobile phone's ancillary functions, we all know that the Dream Network model to bring some opportunities, of course, also caused some problems, such as some bad currency to expel the issue of good currency, may also bring some hidden dangers to the industry.

So in the course of the smartphone development 2008 years later, we see that mobile gaming is actually going through different stages. For example, in the early years, mobile gaming in the country may be more just to make downloads, make a yell. The real gold rush is to go overseas, to the App Store, but in the two years of domestic Android phones, smart machines and the rapid development of the situation, as well as the overall environmental changes, we can slowly see that in the second half of last year we have been able to judge that the mobile game really entered a burst its I think at this point in time, all of our industries will no longer doubt this view, this is some industry data.

As we can see in the Chinese mobile App Store, our application downloads account for 25%, but the total revenue is up to 87.5%. In the course of our development, we can hardly find any other application to bring a high income increase compared with the game.

Of course, mobile games and PC games also have a very big difference. The first is a fragmentation of the situation, we see whether the number of mobile games to start every day, play the game's length, the number of a big difference, appears more fragmented. For example, mobile games in active users, the number of use per month as high as 5 to 15, which also gives us a warning, is the choice of mobile games very much, if the experience is not good, users will be easy to give up, it is easy to choose other games.

This is what we have on our platform, we can see some features of typical users of mobile games, they tend to be low-end than PC games, showing a three-low feature. But their income is not necessarily very high, but their consumption in mobile communications is still very high, accounting for a very high. For example, its traffic usage, the consumption of traffic, and his use of data services in communications consumption is very high. And it's just a matter of concern that we China Mobile operators are able to find these users.

In recent years, we've been saying, in China's domestic application areas, we have always adhered to a point of view, the user is willing to high-quality applications, high-quality games to pay, we see at our current stage, such as role, car, shooting, leisure and other categories of games, become the user's favorite type of game. Of course, we also see in our mobile market platform, the income of the top ten of its total revenue accounted for, can be as high as 30%, that is, high-quality applications more with the ability to gain value.

Of course, the payment of mobile phone game also has obvious characteristics, one is the conversion rate is particularly high. The conversion rate of PCs is generally 1%, 2%, that is to say, a very small number of users who pay to feed more free players. On the phone side, this ratio will be 7% to 30% of such proportions, another feature is the lower per capita consumption, unlike PC games per capita ARP value is higher. However, due to the higher rate of pay conversion, while the entire user group is still expanding rapidly, so the entire mobile gaming field of income is very considerable, very well worth looking forward to.

Of course, another feature is that the method of payment is more accepted by users, more use. In the PC era, payment can only account for 10%, but in the mobile game we see it accounted for up to 70%. This is very simple, because the mobile phone in the mobile terminal, the way it pays the experience is the best, it clicks the number of steps is the least. For example, our application within the billing only need two steps, every step of the operation means a large number of user churn, I think we know more than we. The application of internal billing is now the mainstream of payment methods. On the mobile platform is already close to 90% of the application of the billing, so in the download when the charge, I think it is gradually going to be eliminated.

These are some of the trends and perspectives that we share with you from the industry and from our mobile store platforms. Next, the industry introduced some of the development of China Mobile Mall.

First of all, after the last year of continuous efforts, we have now been able to provide a more comprehensive application of the billing capacity, which includes WAP, Web pages and HTML5, the way the client, the way the text message and so on, and either way, we can ensure the safety of billing, To avoid some of the problems that have occurred before.

At present, we use the application of internal billing, of course, mainly game, has more than 10,000, in the way of billing, there are props, according to the way, and monthly, 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.

We see a number of typical cooperation cases, now like "New Magic Sword", in our online for just two months time, now income is close to tens of millions. There are also a very high per capita pay, to achieve more than 230 dollars in the "big masters" such applications. We want to say is in the use of ability, in fact, is very simple, we try to make the developer on this matter the simpler the better, whether the application or development, in fact, a simple code can realize the call of ability. Of course, after billing ability, more important is our application distribution, we provide two aspects.

First, China Mobile has some distribution channels. For example, we already have a certain scale of the Internet products, as well as our national China Mobile has more than 50,000 entities of the business Hall, in this year all of our business hall will be equipped with mobile phone assistant, can help users bulk installation download application of a tool, Also means that more than 50,000 of our hall will become the quality of the promotion channel of the entity. Of course, this year, China Mobile customized terminal sales plan is 120 million units, all terminals will be prefabricated our mobile store, that is, we will have more opportunities to contact customers.

Second, the second aspect is the channel of cooperation, we have changed the pattern, all the applications, games, including the use of our billing capabilities of applications and games, not only can be placed on the mobile store sales, but also through our distribution of some quality channels. We have built 343 models, we also and some excellent channels. For example, the top network, UC, application sinks and so on, currently close to 20 excellent channels to form cooperation, as long as the developers authorized, we can distribute these applications to these high-quality channels to obtain more traffic and download, the follow-up will bring more revenue.

Of course, for developers speaking, channel, we can form a tripartite win a relationship. From another point of view, for those who have the ability to operate, the installation package of these game applications can also be taken out to do some channel distribution and expansion.

In the mode of cooperation above, we have the foundation of the completely open cooperation, on this basis, we have outstanding performance of some boutique applications will carry out the joint operation of boutique cooperation. Then of course, for some of the more powerful brands of partners, we will carry out brand depth of cooperation to fully utilize both the user and channel resources.

In terms of cooperation support, we see some of our developers are very concerned about services, such as billing point application, we are within two working days, the application of the online we can ensure that in 4 working days, and the boutique application to provide green channel, in two working days. And for some of the trusted applications, we provide a free measurement to speed up the application of the on-line. In terms of services, our current bad debt rate has been controlled within 3%, and this year I have our target of less than 1%. In the settlement process, our normal billing cycle is to ensure that it is in n months, that is, next month. For high quality application we provide green channel, can realize N week's payment settlement cycle, including complaint handling, development capability support, etc., it should be said that after three years of development, our mobile store has a full range of developers and partners to support the service capabilities.

These are the two things I want to share with you.