Mobile Internet continues the war of Science and technology

Silicon Valley July 17 news statistics Planning China Internet Network Information Center released the 29th China Internet Development Statistics report shows that by the end of 2011, China's internet users reached 513 million, the size of Chinese mobile phone users reached 356 million, the year-on-year growth of 17.5%. July 3, Jiangong, deputy director of Internet Development Research at China Internet Network Information Center, said at the 2012 conference on value-added Telecommunications Business cooperation development, according to the current development situation, the number of mobile end users is expected to surpass the number of PC end-users in the future years.

"The king of the change of the emperor flag, each lead 35 years." "The portal site used to be the" first site "for many internet users in the country, and it occupies an important place in the Internet field. However, with the rapid development of mobile Internet, using mobile phone to browse information, send microblogging, shopping, share photos, play games and so on, become the choice of many netizens, the attention of the portal site declined. With the shift of "eyeball" of netizens, mobile Internet is bound to attract many forces to launch a nuggets and competition.

Traditional portals are no better than the previous

In the internet world, "the only constant is change." With the increasing of network bandwidth, the new application of mobile Internet is becoming richer and more popular, which brings great convenience to people's life. Many new websites and services have also sprung up. This kind of development trend, makes the traditional portal website "The river-Lake status" receives more and more challenges.

The change of advertising share and advertising revenue can be regarded as a barometer of the development status of the website. In recent years, the advertising share of traditional portals has been eroded by new websites. The monitoring report published by the Yi-chi think-tank shows that in the first quarter of 2012, China's Internet advertising operation scale reached 14.03 billion yuan, of which Baidu accounted for 30.9% of the market share, Alibaba accounted for 17.9%, and Sina, Sohu, NetEase and Tencent four portal sites total only occupy the market share of 12%.

Recently, Sina, Sohu, NetEase and so on successively released the first quarter of 2012 earnings. Sina's first quarter advertising revenue of 78.5 million U.S. dollars, an increase of 9%, Sohu advertising revenue for 61 million U.S. dollars, an increase of 7%, NetEase Advertising services revenue for 22.78 million U.S. dollars, an increase of 13.1%. The current growth rate of advertising revenue in the three major portals has lagged behind those of some other emerging websites, which are 40% or 50% faster.

In fact, in addition to Sina also mainly rely on advertising revenue, NetEase, Sohu in recent years, the main revenue is not online advertising, but online games. In the first quarter of this year, NetEase earned 90.9% of its revenue from gaming services and 289 million dollars, while Sohu Gaming services earned 127 million dollars, accounting for 56% of total revenue.

In the opinion of experts, the global Internet industry has experienced three stages of development so far, from the earliest Yahoo-represented portal to Google's search era to today's social networks. In this trend of development, the traditional portal site model has gradually declined.

Mobile Internet is changing

The rapid popularization of mobile terminals, the improvement of communication network facilities and the geometric growth of various kinds of mobile phone applications have become the salient features of the rapid development of China Mobile Internet industry.

"The mobile internet satisfies the people's rational demand and the emotion demand, the consumer's emotion demand pulls the mobile internet to develop in depth." Chen Jinchao, Deputy chief engineer of the Ministry of Telecommunications Research Institute, said that the habit of using mobile phones is no longer a phone call while walking, but the use of debris time to connect to the Internet at any location, stay online, access and release information, entertainment, and share with others. In this case, emotional demand has become an important driving force for mass consumers to use mobile Internet services to create greater value for mobile operators.

The data of Yi-zhi database show that by the end of 2011, China Mobile Internet users have exceeded 400 million, mobile applications download rapid growth, has become the world's second largest mobile application market.

In addition, Baidu recently released mobile Internet report shows that the current mobile internet chasing the pace of the traditional Internet faster, the first quarter of this year, Guangdong, Beijing, Fujian, Sichuan, Shaanxi and Tianjin, six provinces and cities mobile internet users have exceeded the traditional internet.

Multi-capital "defected" to mobile internet

"2012 will be the first universal year for mobile internet, and also a core user transition year." Mobile internet users will spread faster than the traditional internet 3 times times. "Kai-Fu Lee, chairman and chief executive of innovation plant, said.

To seize the mobile Internet portal, the major domestic internet companies are scrambling to announce the move into the smart phone industry. Millet technology, Baidu, Shanda, Qihoo 360 and many other internet giants, are beginning to squeeze into the smartphone market, staged "enclosure movement."

The strong momentum of the mobile internet has also attracted the attention of many advertisers. China's largest apparel E-commerce site where customers and goods related to the official recently revealed that this year, the mobile internet is planned to put about 100 million yuan in advertising, where customers will also become the largest advertising on the mobile internet e-commerce companies.

Not only that, the capital market is also in the "heavily" layout mobile internet. Industry insiders said that the next 3 years will be investment in the golden period, for mobile internet projects new, change, forming fast, small capital demand characteristics, investment team and investment direction of choice is very important.

Red Dot investment partner Thompson believes that with the popularity of mobile internet and smartphones, a powerful social media may be created or appeared on mobile phones, and people's surfing habits will change dramatically. There are too many opportunities in the mobile internet to dig.

Internet giants move into mobile phone market, mobile phone manufacturers accelerate network layout

Internet companies into the smartphone market intensified, the major network giants want to gain a place in the mobile phone market, so as to their own mobile internet strategy to lay the foundation of mobile phone terminals. Experts believe that the current Internet companies to do mobile phones, upstream of the industrial chain of ancillary enterprises will constitute a positive, and the traditional handset manufacturers will bring impact. In the face of competitive pressure, traditional handset manufacturers are expected to increase the layout of E-commerce.

Mobile phone industry chain upstream enterprises will receive more customer resources

Strategy Analytics Analyst 隋倩, a professional Telecommunications research institute, said in an interview that the current Internet company's foray into the smartphone market has proved the boom in China's smartphone market, which has overtaken the US in the third quarter of 2011, Become the world's largest smartphone market, and is expected to stay ahead of the future, on the other hand, it also illustrates the intention of Internet companies to enter this booming market and lay them out.

"From a positive perspective, Internet companies ' involvement in the smartphone market will enrich the diversity of the smartphone market in China, especially in the low-end market, offering consumers more options." At the same time, for the upstream of the industry chain, such as chip manufacturers, but also has the significance of enriching customer resources. "隋倩 said.

Yanhui, secretary general of the Chinese Federation of mobile phones, said that many internet companies can do mobile phones, should thank the domestic complete mobile phone industry chain, regardless of product positioning high-end or low-end, regardless of quality requirements, can always find a number of suitable suppliers. As long as the smartphone price is absolutely affordable, there is enough consumer groups, relying on the current domestic industry chain, any company can do mobile phones.

In the experts ' view, in recent years, the rapid growth of the domestic smartphone market, internet companies and actively exert the layout, in this promotion, smart phone industry chain companies will benefit collectively.

For example, in the mobile phone chip field, due to strong demand for domestic smart phones, resulting in the hot chip procurement, domestic smart phone manufacturers ZTE, Huawei and other recently with Qualcomm, Bo Tong two chip companies signed a large number of chip purchase contracts. Again such as touch screen, with the increase of the demand of the touch screen of the smartphone, the domestic touch screen listed company's ultrasonic electron, the high branch of Lai Bao, the deep Tianma A and so on also became the most industry-focused plate since the intelligent terminal market.

Or trigger a new round of shuffling of traditional handset makers

Internet companies entering the smartphone market, the impact on traditional handset manufacturers will inevitably. With the strong rise of millet mobile phone, as well as 360 mobile phones, Shanda mobile phones, Ali mobile phones, Baidu mobile phone, such as a large number of Internet mobile phone listing, will divert part of the traditional handset manufacturers share.

Yanhui that a few years ago because of the emergence of cottage machine Market, the local brand encountered a round of shuffle. The reason for the rise of the cottage is price war, the reason for the decline is because of quality and maintenance; Now the internet companies into the smart phone market, the rise of the magic weapon is still a price war, will also lead to a new round of traditional brand reshuffle.

"Mainland mobile phone brand value is not high, it is difficult to withstand the price war shock, the previous few years of the Amoi, waveguide, Southern High, dongxin, the first letter and other brands of the decline of the local brand is fragile." A brand with no core technology will eventually be a premium and cannot stand the upgrade or change of the business model. "Yanhui said.

However, he also pointed out that the current relative to the Internet companies, traditional handset manufacturers are the strength of the maintenance channel construction, compared to the function of mobile phones, smart phone maintenance rate is certainly higher, if not very good solution, for the new brand manufacturers long-term survival or will become a problem.

According to statistics, the 2011 domestic smartphone market, domestic brand market share of more than 50% to ZTE, Huawei, Cool faction and Lenovo as the main force of the four domestic mobile phone brand market share reached 46.3%, Huawei, cool Pie and other manufacturers of smartphone shipments are more than tens of thousands of Taiwan mark, its shipments are far higher than the internet phone. But in brand influence, the Internet handset is more attractive to the young consumer group.

Grand Nutshell CEO Guo Zhaohui not long ago in an interview with reporters, said, although the introduction of Internet mobile phones, but Shanda is still a hardware manufacturer of a partner, Shanda to do is actually some Internet services, to do the user fit.

隋倩 told reporters that it would not be easy for internet companies themselves to stand in a highly competitive market and get a slice of the pie.

First, the current Internet companies to provide smart phones concentrated in the low-end, in this market, the traditional handset manufacturers still occupy an important position. Internet companies must do well in the short term to make a profit from the hardware.

Second, the mobile phone industry and the Internet industry business attributes are very different, which is also a big challenge for internet companies.

Third, if just blindly in the intelligent terminal pre-installed their own applications, as a platform to display their mobile internet applications, and ignore the end-user feelings, and ultimately difficult to win the market.

Traditional mobile phone companies will accelerate the distribution of Internet channels

Wu Binghua, a TMT analyst at Warburg Securities, believes that the traditional mobile phone retail channels are facing more and more challenges, on the one hand, operators for the development of 3G users to the mobile phone terminal to provide high fee subsidy, and guide the low price development trend of the smart machine; On the other hand, internet companies are moving Use the Internet's influence and Low-cost network sales model to further impact on the traditional mobile phone market with attractive prices.

"The future of the internet and mobile phone convergence is the general trend, now all the Internet companies in pondering how to do mobile phones at the same time, mobile phone companies should consider their own transformation, how to better have the Internet service capabilities and marketing capabilities, this is the general trend." "Qihoo 360 Chairman Zhou said recently.

Facing the competition of Internet mobile phone, Konka Communications Technology Co., Ltd. President Li Hongyue that the domestic mobile phone market is big enough, and the industry itself is also adjusting, including the traditional channels themselves are also adjusting. "The integration of terminals and the Internet is a trend, but how to integrate different enterprises have different ways, for our traditional mobile phone manufacturers how to fuse with the Internet company's interaction, to explore from the practice." What we should do now is to understand the consumer, to serve the consumers well, and to cultivate a good brand.

In addition, the current major mobile phone manufacturers are also increasing investment in E-commerce, hoping to make up for their own internet sales in the "Short board." Analysys International latest statistics show that the current mobile phone manufacturers have built online shopping mall has more than 16, most of them domestic manufacturers, accounting for up to 62.5%.

Analysys International said that, at the same time, the flow of enterprises, brand manufacturers gradually began to pay attention to the construction of the online mall. And with the brand in the online impact of Ascension, users will also pay attention to the mobile phone manufacturers built online mall.