Mobile Internet Breaking the way

"A lot of so-called entrepreneurial instructors cheat everyone mobile internet business threshold low, in fact, in our view, the mobile Internet business threshold is getting higher, is the rich can play the game." "New marketing" reporter interview Grape social assistant founder Yang Weiquan, he heartily lamented mobile internet entrepreneurship "can't afford to hurt."

As one of the legions of mobile internet entrepreneurs, Yang-Wei has no intention of making any profit at present. Grapes as a access to mobile phone contacts and network social tools of the app, is not no profit space, various forms of advertising, and operators to collect channel commissions, etc. are a good way to profit. Yang Weiquan But fear, scared Tiger, one worry about hurting users, and the free habits of Chinese mobile phone users worry, plus users only 500,000, he always dare to put the profit on the agenda.

In fact, the grape encountered, is also the epitome of China Mobile internet industry. "No mention of profit" is even some sort of consensus among China Mobile internet entrepreneurs. Micro-letter Zhangxiaolong, rice chat and Miui Lei, Baidu Li, Innovation workshop, kai-fu Lee and other industry bosses recently said, "The current mobile internet talk about profitability is too early." The whole industry is still in happy enclosure, the prospect is very good, but also unreachable. Because the result is hard to imagine, we have to use confidence to support themselves to burn money to cut meat, and not to the future.

Traditional profit model: blocked?

China's smartphone sales were close to 50 million in the third quarter of 2012, with Android smartphones reaching 130 million, accounting for One-fourth of global Android handsets, according to data from several market research institutes. Under the global economic depression, the mobile internet has become one of the few "promised land", attracting countless entrepreneurs. China's Android platform developers reached 1.1631 million in 2012 and Apple's App Store developer reached 168300, according to the data released by Eric Consulting.

But the profit model of the desktop Internet seems to be unworkable on the mobile internet. For example, Opera software's data show that in the United States, desktop Internet advertising effective CPM (thousands of display costs) of 3.5 U.S. dollars, mobile advertising effective CPM is only 0.75 U.S. dollars. In contrast, print advertising has a maximum of 100 US dollars in CPM, and mobile internet advertising accounts for only 7% of the total Internet advertising expenditure.

Why do traditional forms of advertising not work on mobile internet? In addition to the many marketers hesitant about the new platform, many smartphone users have come up with a more fundamental reason: the San-inch screen is small, and who wants ads to occupy half or more of the space? People are accustomed to the visual sense of the PC, and traditional forms of advertising may not be suitable to be exposed on the phone screen.

What about pushing ads? Users seemingly do not need to pay money, developers can also receive a steady stream of revenue, in fact, at the expense of the user's interests. Malicious advertising push not only seriously reduce the user experience, but also allow users to wear out traffic, the cost of wasting. In the era of horse racing, which developer dares to sacrifice the user experience in exchange for meager advertising revenue?

By paying to download apps? For Chinese consumers, who are accustomed to free, it is difficult to cultivate pay habits. In the App Store, in the second quarter of 2012, downloads in China accounted for 18% of App Store downloads, while revenues were only 3.1%, compared with a 28% per cent download for the App Store, which brought 42% of the revenue to the iphone. Chinese Apple users earn only 3 cents per download, while U.S. consumers are 28 cents, nearly 10 times times more.

In spite of their meager profits, developers are generally developing apps in the order of first Apple after Android. Because iOS makes developers more comfortable trying to apply charges than Android. And now the "last Promised Land" is in jeopardy. Many Apple users use the "black card", using a credit card loophole to buy the 1:1 of dollars in renminbi against the dollar to pay for the application of iOS, which was eventually invalidated by Apple, so that developers lose money, the loss of heavy.

The mobile Internet's profit dilemma is the result of embarrassing data for entrepreneurs and developers, and more difficult for small and medium-sized start-ups. According to statistics from relevant agencies, 34.4% of developers are currently at a loss, with another 40% or so on the same level, with only 20% of mobile internet entrepreneurs making profits.

Baidu's mobile business accounted for less than 10% of total revenue, while Baidu put 25% of its research and development money into mobile internet. Baidu CEO Robin Li said: "Baidu has not found the best profit model for mobile internet, but also not anxious to find out, only know that the company's mobile business still has a lot of room for growth." "This may be the voice of many entrepreneurs in the mobile internet industry," he said.

The profit dilemma of the bureau: looks beautiful?

Although most mobile internet entrepreneurs seem to be "not bad money", they prefer to focus on perfecting the application function and enhancing the user experience, rather than making a quick profit. But to explore the effective profit model is always the main problem faced by the industry. From small and medium mobile internet start-ups to Tencent, Baidu and other internet giants, still did not find the way to break the bureau.

The first to find out how to make the most of it seems to be game developers. On the Androping platform, "Angry Birds" is free, revenue from the game embedded ads, in the world, "Angry Birds" monthly advertising display (PV) is more than 10 billion, has surpassed Google, as the world's largest mobile advertisers-monthly income of more than 30 million yuan, Almost equal to the combined use of China Mobile's advertising market.

"Angry Birds" developer Rovio is also committed to creating "Angry Birds" entertainment industry chain, including games, movies, toys, TV dramas and other peripheral products, as if to create a Disney-like "Bird Kingdom."

At the 2012 Guangdong Internet Conference, industry Personage said, the handset game only once, the team need not much money, probably only needs 2 million or 3 million, does not make money when closes the door immediately, does not need to continue the financing when making money, most likely is the next few years mobile internet revenue growth fastest part.

O2O (Online fusion conversion) is also the mobile internet industry people often mention the profit trend. CSDN, Chairman and CEO of Innovation Workshop, at the 2012 Mobile Developers Conference, proposed that the mobile Internet will be integrated into the mainstream life and business society, the tide of monetization is coming. Under the current offline business maturity is not high, reaction speed lag, once connected with the line, will produce a huge burst of energy.

Net Qin CEO Lin Yu previously interviewed for example, the Network Qin invested in a new technology, can use mobile phone to identify the newspaper ads, to understand promotions discount, business address, preferential activities and other information. "In the past, there were 1000 phone feedbacks in the paper, with 100 phone feedbacks and using our phone." And compared to traditional media and traditional internet, mobile internet (mobile phone) can reflect the location of consumers, hobbies, models and more more gold-like information, the future is limitless.

Of course, no matter how good the idea, in the mobile internet this piece of entrepreneurs get together on the hot land, there are not many brave people can be successful in the concept of success, everything is just "look beautiful."

Case

Angry Birds: Mickle Mobile Advertising Platform

Many mobile phone players may have discovered that when running "Angry Birds", mobile phone power consumption soared, play for a while the phone is dead. What you may not have expected is that the charge is actually the ad that came with the Angry Bird, which is so often that the power consumption of the Angry bird is more obvious than the other Android free program. What you may not even think of is the small advertisement that soar Angry Birds, a simple little game that has replaced Google as the world's largest mobile advertising platform.

December 4 last year, "Angry Birds," Rivio CEO Peter Wistbacka announced that "Angry Birds" monthly Rivio bring 1.2 million of dollars in revenue, while the free Android "Angry Birds" game built-in ads monthly sales revenue has reached 1 million U.S. dollars. This means that the Android version of Angry Birds is free, but because of the volume of downloads, small ads can also bring the iphone version of the same business income. Peter Wistbacka said that Rivio can definitely be regarded as an advertising company, because they now monthly 100多亿个 advertising impression, is the largest mobile advertising platform.

On the Android platform, "Angry Birds" is the charge version and the free version of the parallel, the fee version of the removal of ads, free version is embedded in a variety of small ads to earn advertising fees. Although the effective CPM of mobile Internet (thousands of display cost) is low compared with the paper media and the desktop Internet, but because of "Angry Birds" download a huge amount, still can earn considerable income. Adview operations director Sun Yongli said, "Angry Birds" Day advertising display (PV) more than 300 million times, monthly ads show more than 10 billion times, what is the concept? Press Ctr 1.5%, click 0.2 yuan calculation, monthly income on more than 30 million yuan, almost equivalent to China Mobile application advertising market combined.

"Angry Birds" mainly embedded ads. Industry insiders believe that the current domestic mobile phone game manufacturers mainly "game free, prop charge" mode of profit. However, at present, Chinese consumers have not developed a good pay habit, most people think that software is free of charge, and would rather spend thousands of yuan to buy mobile phone (hardware), also do not want to spend a few dollars to buy applications (software). Therefore, embedded advertising is the future development trend of China Mobile internet advertising. Academics Chen Yongdong that, in the context of the growing popularity of smartphones and tablets, it is estimated that more creative forms of advertising will appear on the screen of smart terminal games, but most of them may be done on a networking basis.

In addition to static banner ads, the Australian free version of "Angry Birds" increased the film and television ads, in the beginning of the game, the first broadcast streaming video ads, and each checkpoint also embedded in film and television ads.

"Angry Birds" made a full pot of money by mobile internet advertising, and began to turn offline in 2012. Rovio has opened a physical store in Beijing and Shanghai, selling more than 2000 kinds of "Angry Birds" peripheral products. In the next two or three years, Rovio is expected to open 600 stores in China. "Angry Birds" will most likely be hit by the second Disney Empire.

Case

Sing it: to the rigid demand of network marketing

The "sound" thing was particularly hot in 2012 years. To count the "voices" of those who became famous overnight, the grass-roots talent show has "a good voice in China", and the app field must be sung.

Sing it. A mobile KTV that defines itself as a social feature, its founder Chen the user needs into three categories, a class of users want to use singing to vent their emotions and entertainment, which occupies the number of users of the half; the second category, want to be famous by singing, enjoy the fun of being surrounded by onlookers; the third category is also Chen's most desirable user group, Those who want to make friends and chasing stars, Chen them as cock wire users.

Sing and emphasize the social nature of the "Friends of the song". It is said that the singers who sing, interact with their fans every day to meet the pleasure of being surrounded by onlookers and onlookers. This interaction has compacted the loyalty of the user to the Duet bar, which is also the basis for the legendary 75 million dollar value.

Accurate to the user's rigid demand, sing it began their own network marketing. Through with QQ space, Tencent Micro-letter, Tencent microblogging and other SNS platform cooperation, so that users of these platforms without registration can be used to sing, to share songs to friends.

Weibo marketing is also a popular booster to sing. There are a lot of micro-blog and singing related events, although netizens automatically launched, but sing it after the discovery will ask the media to enlarge these events, to achieve better transmission effect.

Sing it. Some of the Games held regularly have also widened their path. The competition usually attracts a hundred thousand of people to participate, the contestant only can upload the song in certain time even if the entries, obtains the most flowers to be the winner, the rule although simple, but this kind of competition may enhance the user interaction stickiness. As a very consumption of the application of the flow, sing it to obtain a number of operators to promote the channel, followed by the record company to find, they hope to sing it to dig, promote the singer, further expand the space to sing business cooperation.

Sing it for a while the scenery is limitless, but like most mobile internet companies, the profit model is still being explored. A fan's money is always better than a user's money. Chen to this very confident: "This product has a lot of ways, very good to do income." Enthusiastic users will devote to this. ”

"Ambiguous economics" may be the place where future profits are sung. Singing can play the list, there is a competitive list. The rivalry between Idol singers will cause fans to send flowers to give gifts and help idols win the place. These virtual gift way, Chen has said not to rule out later may have to pay, sing the future may choose to sell virtual goods profit model.

At the moment, singing has already earned ad revenue by branding some online games, but Chen doesn't want to make money quickly from sponsors. At present, the brand partners include Toyota, Coca-Cola, Bank of Communications (601328, shares) and some textile brands.

In commercialization, sing it and most focus on the product of the team, like the hope of slower pace, the first to do the user scale, so no matter from which point into the business, users will not be lost, sing it will sing louder.