Mobile Internet: Innate internationalization

The new world of mobile internet created by intelligent terminals is a "natural internationalization" market.　　It is the overseas market, not the domestic market, that is most likely to shape the first batch of new winners. Ge Xin | After 10 years of the concept of "mobile Internet", the popularization of intelligent terminals and the birth of application shops make it possible for all parties to break through the barriers set up by operators and to compete fairly and freely.　　Along with the evolution of this industry, a variety of new ecological chain is gradually formed and perfected. On the one hand, the WAP era away from us, with the gradual development of application store ecology, coupled with the increasingly blurred boundaries between mobile Internet and PC Internet, a more free and expansive "New World" than PC Internet, is opening up to the mobile interconnected forces represented by application developers.　　On the other hand, the application of entertainment applications and tools on mobile terminals makes it possible for Chinese developers to compete in tandem with foreign giants. For mobile internet, this means a longer period of "borderless" era.　　This window period is an unprecedented opportunity for Chinese software practitioners. For China's mobile terminal application developers, a promising "sea country map" is emerging.　　However, openness and freedom are equal conditions, which means they will face more intense competition.　　A more flat market when the mobile Internet enters the era of the combination of the intelligent terminal and the application store, the industry has undergone a fundamental change, and there is a wider prospect than the PC Internet. Compared to the WAP era, the channel barriers set by operators have been eliminated. From sales to payment of all aspects are no longer under the control of operators. And a large, fully serviced application store is gradually increasing, providing fertile soil for all parties to survive.　　In addition, the evolution of hardware technology provides an objective condition for applications to achieve more powerful functions. Compared to the PC Internet age, various tools developers need not be afraid of Microsoft or Google, or any other powerful product overseas.　　Because in this field, as a starting point, even small teams can create amazing utility. At this stage, meanwhile, the concept of "national boundaries" on the PC Internet suddenly disappears on the mobile internet.　　The main reason is that the mobile Internet is still in the high-speed development stage, the main driving force of application demand comes from the areas such as tools and entertainment, such as cultural differences and localization requirements are not so obvious, so that the mobile Internet is inherently an international market. At the same time, the PC Internet age, all kinds of services are difficult to get into the other side of the market, the most important reason is difficult to copy the business model-cross-border access to users is extremely expensive, and it is difficult to restructure resources to convert new users to commercial value.　　All these barriers have been broken by the Union of app stores, AdMob and IAD. 3G Portal (microblogging) network Vice President Cao Ming to "business value" that the smart terminal era of mobile internet and PC Internet, WAP Mobile internet is the biggest difference, is the successRipe and unified platform.　　In the era of PC Internet, a game company needs to train a professional team in every game sales country. In the long run, the new world is bound to grow into a monopoly of applications and companies, Microsoft will not be reconciled to the mobile terminal in the field of no achievements.　　But this "borderless" window will continue for a long time, which requires Chinese developers to start with an international perspective and to succeed in the cards before the window closes. In fact, from the domestic objective industry environment, in this more flat market overseas expansion is also inevitable. While the number of iOS and Android devices is growing fast, China Mobile's internet market is still dominated by non-smartphone users.　　In addition to the "free" use of Chinese consumers, so that a millions other free application, in the Chinese region App store or Android channel, rely on advertising fees monthly income of only about 50,000 yuan. This obviously does not support the existence of a developer team in the form of a company.　　In addition, foreign giants have taken advantage of this opportunity to occupy the Chinese market wantonly, so the overseas gold rush is all the development team with the dream of the inevitable choice.　　At the same time, this is also a company as a form of organization, in order to survive and development must think of the strategy. The developer's "Sea state map" In fact, both game and tool software, Chinese developers have a variety of applications have been or are in the overseas application store among the top.　　These developers, some of the PC Internet and WAP era of international veterans, and some of the "New World" after the emergence of the blockbuster. At the end of April, a casual game called "Fishing Man" was online at the App Store in North America and China.　　The app was released shortly after winning the ipad China Toll Application Championship, the Free Application Championship, the 2nd place for free game applications in the United States, and the 1th place in 20 countries. has created a translation network, Love card car network Chenhao zhi is "fishing Tatsu people" Team parent company Touch Technology CEO.　　He told The Economist, "Fishing Tatsu people" in foreign and domestic income ratio is generally 7:3, occasionally 6:4. In fact, at the beginning of the venture, Chenhao and the "Fishing Tatsu people" team will be overseas, especially the most powerful North America region designated as "Fishing Tatsu people," the key profit areas.　　Confident of their own products, they believe that, in view of the popularity of domestic intelligent terminals and pay-buying habits, "fishing tatsu people" must go out to make money. In fact, as early as the 2010 before the "Catch man" online, there are several Chinese-developed game apps that shine in the App store overseas. In early 2010, the Shanghai Morning inflammation Development game, has three enters the North America App Store application Total list Top10, "Game Box" also once will be on-line soon "the plant fights the corpse" pulls down the top position. Shanghai Cononut Island WorkRoom developed the "Finger Balance", August 5 last year in North America on the line two days later, it won the 1th place in the free game list, and in the Christmas period to get the free total list 1th.　　Others, such as the "Three towers," and other games are first obtained after the success of the Overseas App Store, and then export. From Google's July official data, the daily activation of Android devices up to 550,000 units, and the total number of activation has reached 135 million. And on the fast-growing Android platform, there are also Chinese developers won-June 2011, developed by Chengdu Fruit Technology, a year's Camera360 camera app on Android Harsh, with 6 million downloads.　　Of these, half of the users are from overseas, exceeding 4.25 million of the Instagram applications that are positioned for photo sharing. In July, the Android version of "Fishing Man" was online, making the new game user jump up and down. Chenhao says its downloads on iOS are almost flat on Android devices.　　In June, Camera360 's iOS version was also logged into the App Store in North America and China, and it took a few hours to get to the top of the photo app. Overall, the intention is to develop killer game developers, the work of the first place in the app Store to sell, successful and then to the Android transplant. The application of the tool class is the opposite of the migration direction.　　This has to do with the consumer characteristics of the two device users--making money quickly on iOS and making users fast on Android.　　Cao Ming to the Economist that, based on the new features of the intelligent Terminal era, the 3G portal, which relies on WAP for its great influence, is determined to put down the idea and "shelf" in the WAP era and start to be a new student--from the website design based on HTML5 to the application development based on intelligent terminal, For example, 3G portal in the WAP era to achieve a huge success ggmusic, such as GG series client, in addition to Ggbook, all abandoned, in turn to the intelligent operating system transplant.　　Cao Ming to The Economist, the new development of 3G portal for Intelligent Terminal Desktop Management application go Launcher, has accumulated tens users on the Android system, most of which are concentrated in Europe and South Korea. Cocoachina data from China's largest iOS developer community, in 500,000 apps in the App Store, Chinese developers have developed a total of 6% applications, with revenue accounting for around 6%~8%. In the era of PC Internet sharing software, this ratio is 15%.　　Therefore, for all parties, this is a gold bling industry, overseas market is more attractive. Overseas Survival Guide from late 2008 to early 2009, smart terminals and app stores fight for mobile internetAfter breaking down various barriers, the story of one or several people earning dollars at home is frequent. However, after the threshold was lowered, the story was almost extinct.　　This means that the competitive strength of the mobile Internet sector will continue to escalate, and developers going overseas to make money need to master more and more know-how.　　The first know-how is to fully consider local culture in the early days of application operation. As a well-known gaming company in the WAP era----one of the founder of the digital Red, thousand-foot unlimited CEO Feng Wenjie to this deep feeling. At the outset, digital red will be the development of their own Chinese wind games overseas Handango and other channels to sell, sales bleak.　　After doing some market research, they will change the game all to the western familiar Diablo style, obtains the big sale. In Feng Wenjie's view, the current mobile application export situation is "the game is very bad, software is strong"--uc Web, thousands of feet download, Camera360, etc. are sold to many countries, the Chinese developers to do the weather software has ruled the world, but the game is limited to the bulky ideas of RPG.　　In his view, "Fishing Tatsu man" in the leisure culture breakthrough significance is this. Despite its great success, Chenhao admits that there is still insufficient consideration of local culture.　　For example, in the "fishing Tatsu people" officially on the line in May, North America and China's sales revenue accounted for 30%, so he did not think that Singapore accounted for 20%! The reason for the analysis was that the "catch Man" came from the arcade game of fishing, which was allowed to operate as a gaming device in Singapore, Hong Kong and Taiwan. Their fishing machine is a gambling machine.　　As a result, "fishing for people" almost two months without spending a penny, has been maintained in the local toll list first position.　　The second know-how is the promotion of marketing in the later stage of application operation. As a result of the first to kill into the "Red Sea", "fishing Tatsu people" on the line after 60 days, the market will appear 15 play, graphics are very similar products.　　Some of them have added a more gorgeous gaming experience on the basis of "fishing for people", ranking even more than the "Fishing man". Chenhao that the application of products in order to succeed, must have play innovation and marketing innovation. and specific to the implementation of the link, the biggest cost is not product updates, personnel costs, but how to maintain the rankings overseas.　　Therefore, the promotion of marketing has become a variety of applications scramble to seize the Highland. Community advertising, time-limited free, admob promotion, is the current application of marketing 3 of the most common way.　　However, although the 3 approaches and platforms are the same, but the promotion of different dynamics, but also produced a different marketing effect. "Catch people" online two months later, Chenhao and other people according to the actual situation for it set a 1.5 months to achieve 5 million of the download target. To this end, they spent a total of 500,000 dollars in 2.5 months of promotional costs, almost the use of domestic and overseas markets in all channels. By the end of July, the "Fishing Man" on the iOS platform is alwaysRevenue of 750,000 dollars, the cost of obtaining a free user as high as 1.4 dollars. At present, China's marketing practices are relatively direct-due to less channels, to deal with Sina Weibo, NetEase clients and love apps, you can get a good ranking. Overseas application promotion channels and platforms have evolved very complex.　　How to differentiate marketing on these channels is a skill that every Chinese developer must master in the sea. "Haypi Kingdom" is a large-scale strategy online game application developed by Shanghai Hai Computer Technology Co., Ltd., which was launched in January 2010.　　In the eyes of many people in the industry, this piece of Chinese work is the only one that has an annual income of only 5 million dollars overseas.　　Hai CEO Ningang is the PC Internet sharing software era "veteran", his understanding of overseas channels and grasp is comprehensive and unique. Ningang to the "business value", from the advertising effect, the app overseas promotion, in addition to the most common limited to free exposure to the list, PPC advertising (Admob, iAd) and community advertising, there are PPI advertising (tapjoy), Agent distribution (e.a.　　), cross promotion and joint operation. Ningang that the multi-channel simultaneous exerting force is the important reason of the success of Haypi Kingdom. October 2010, Hai to "Haypi kingdom" carried out a great effort to promote, at the same time to use 9 kinds of models.　　The promotion cost 160,000 U.S. dollars, in exchange for more than 800,000 installations, the average of the promotional costs per installation of 0.2 U.S. dollars. Notably, with the intensification of application competition and the emphasis on Word-of-mouth marketing by Apple's management of marketing channels (Tapjoy and other free application promotion channels were expelled from the iOS ecosystem by Apple's new rules at the beginning of the year), the cost of promoting abroad has been rising.　　The launch of IOS 5 is thought to exacerbate this trend. "Spring River water heating Duck Prophet", at this time many have been successful overseas developers, is gradually marketing attention to the application of cross promotion.　　Chenhao introduced, not long ago, they tried to "World War II" in the "fishing Tatsu people" on the promotion, obtained a very good effect, the next day the effective response rate reached 80%.　　and Hai and Shanghai morning Inflammation formed a powerful alliance, Ningang also in the third iOS developers Conference, called on developers to "Everyone for me, I for everyone" cross promotion of cooperation.　　The third key know-how for Chinese developers to win overseas is the efficiency of development. The traditional mobile phone industry, the long-term software and hardware update cycle is six months, and then Samsung and Nokia successively broke this cycle, the annual launch of more than 4 products. In the smartphone era, Google used the Android platform to dramatically compress the cycle, replacing it with a one-month update of the operating system, which has dragged down many hardware vendors, including Motorola. And China's top developers, such as Millet Technology (Weibo) and the 3G portal, haveThe application update frequency is increased to once a week. In the mobile internet this new world, enclosure is still a promising thing. So, recognizing the innate internationalization of the mobile internet and focusing on overseas markets will make developers truly more meaningful success and greater business value. Share to: