Shanda Games and Shanda online business Chen

With Shanda's grand online and Shanda games on the business overlap, as well as the further development of its own, Shanda is carrying out an internal business structure adjustment.

"Daily economic news" Exclusive learned that Shanda online has been planning a new industrial base in Shanghai Zhangjiang "Rainbow City", its business center of gravity will be shifted to a more low-level "cloud", "cloud services" open platform, closer to the basic IT service providers. And this move will help to eliminate and Shanda games and other business companies squeeze and friction, for specific business front-end services to make room.

But in the hustle and bustle, Chen flyover is driving a grand adjustment to the meaning of the business framework or more far-reaching.

This Monday (March 1), after the release of the 2009 financial year report, Chen Tianqiao announced the launch of a series of new business, including Grand Tourism, Grand E-book and Grand Innovation Institute, which is the first official exposure of these businesses. Grand Interactive Entertainment layout from virtual access reality, will open a larger outlet for its copyright content output, according to the report, the total annual revenue game revenue accounted for 88.3% of the year, the first drop to 90%, which may mean that the grand will later spend more experience in the business outside the game.

"The first thing we have to be sure of is that in 2010, the big energy is integration." "Chen said.

SDG, SDO friction first present

The grand adjustment comes first from the endogenous driving force of its business expansion.

April 2008, Shanda's Grand Online (SDO) and Shanda Games (SDG) were split. Shanda Games is responsible for the market operations of all its gaming products, while investing in other game companies or teams through 18 funds, while Shanda Online is responsible for the operation of the background service platform for Shanda Games and other company products.

However, with the expansion of the Grand game business model, in the operating mode of the Shanda online began to appear squeeze.

The most typical case occurred in early January this year, the Grand game announced the "60 million dollar + 20 million dollar stake" acquisition of overseas games operating platform Mochimedia.

As a web gaming platform and media business, Mochimedia currently operates a 15,000 balance game with 140 million active users, covering 48 countries and regions. After the acquisition of Mochimedia, Shanda Games opened from the content to the channel, the platform's overall "out of Haikou", so that it completed from the pure research and development, operations company, to the game products overseas output platform, the global network Game media platform evolution.

But perhaps let Chen is contradictory, the Mochimedia platform's many business and the industrial chain localization and the grand online quite similar place. There is even fierce competition between Shanda games and Shanda online.

Last December, the grand game announced the establishment of a joint venture with Jinshan, the joint operation of Jinshan development 3D online Games "Sword net 3"; At the same time, in Beijing Network Fair, Shanda online announced the cooperation with Kirin Network, the joint operation of "Genghis Khan Ling." The distinction between the two types of cooperation does not look high.

In late January, at the Dalian Gaming Industry Annual meeting, the former CEO of Shanda Yu the day before his departure and warmly called for the domestic net game enterprises to cooperate with Shanda games to develop overseas markets through Mochimedia operating platform.

These people in the industry view, really a bit grand game with Shanda Online "Rob Business" flavor.

SDO buys land to "cloud services"

In addition to its business with each other, the development of a grand spontaneous demand will also drive the grand online to recognize themselves, positioning their own efforts.

In the fourth quarter of 2009, Shanda reported a quarterly revenue of 1.336 billion yuan, up 39% from 958 million yuan in the same period last year, and 5% per cent from 1.272 billion yuan in the previous quarter. As a platform service provider's Shanda online revenue for 295 million yuan, an increase of 33%, the chain growth of 4%. By contrast, the growth of Shanda online has been relatively slow.

For Shanda, the big online adjustment has been inevitable. A person close to the Zhangjiang group told the Daily Economic news reporter that last November, more than 10 IT companies, including Shanda, signed the latest development cooperation framework agreement with Zhangjiang Group. The person told reporters that the core content of the agreement includes the latest land transfer and so on.

"This land is not used to make real estate," the person familiar with the matter told the Daily economic news correspondent, who understands that the project could become a "cloud service" demonstration zone for Shanda online.

At the same time, "daily economic news" Another from reliable sources learned that the acquisition of relevant land even through the Shanghai local leadership, in order to retain the grand related investment, to do strong Shanghai information economy preferential conditions. In this, the grand will be established as "Rainbow City" Park project, as a grand online business base, not only will recruit more than million employees team, set up a grand all business background customer service base, more vigorously explore the "cloud services" business.

This is actually Shanda online in the grand game industry chain on the link in a step back, but also a grand online business scope of a big expansion. In this, Shanda online will be more specific products front-end operations to other business companies, and more focused on the basis of the underlying services, in the future this service may not be limited to the online games industry.

For this adjustment, in addition to the planning of the park, Shanda Online has already dug people to prepare the team structure. Before, Shanda has announced a series of management appointments, they are from the Thousand Oak group, Baidu, fast money, Tencent and other companies, as a vice president of the Millennium Rubber Group and the head of the net, Baidu Search product planning operations responsible, quick Money chief architect, Tencent Enterprise Security Center responsible and other positions.

Extending from virtual to reality

The grand adjustment is not limited to the Royal online backstage service industry chain sinking, also shows the grand "Web Disney" concept of revision and evolution-from the virtual to the reality.

Chen flyover in the earnings Conference on the force to push the grand tourism, Shanda E-books and a series of new business.

"The Grand Tour does not subscribe the room, does not book tickets, certainly does not repeat the traditional traveling business model." "Chen stressed that the Grand Tour and Ctrip and other business of the internet business difference."

At present, the Grand Tour already has from the newly built online community and has acquired the Green Guest Tour line service composition structure, the attraction resources including Dragon wears the gorge "the Eternal Tower", the Wuxi thing networking and so on theme park.

At the same time, e-books have become a hot new business for Chen Tianqiao, "We want to do the Chinese Amazon." "It is reported that Shanda last December 26 set up a nutshell electronics, operating its E-book project." E-book industry insiders told the Daily economic news reporter, last year, Grand literary CEO Hou and Han Wang Wang Jianjian to discuss the establishment of two joint ventures, by Shanda Literature holding 51%, but this matter because the Han King unwilling to give up the dominant right to end. Subsequently, Shanda's literature turned to Diot, a local e-book maker in Shanghai.

"Daily economic news" reporter Monday, Tuesday has been trying to hou the matter, but failed. Idiau CEO Ding Huiwen denied the statement, but he told reporters that the company and Shanda literature does have "deep strategic cooperation."

"From the virtual access to reality, the grand idea is still around the interactive entertainment," said Analysys International CEO, this is a grand layout in the space extension, but also to the grand content resources to open up a new sea mouth.

According to the grand introduction, one of the key characteristics of grand tourism is the introduction of the Internet of Things, its foundation for the Grand online "cloud computing" platform support, and Innovation Institute research on the Internet of things sensor technology, will play a series of two business ties. It is understood that the Grand Innovation Institute currently has a list of key projects with artificial intelligence, voice recognition, cloud computing services. These technologies or will be for the grand hatching a lot of new projects, and related technology applications, will provide Shanda from the literature, film and television, music, the original copyright content of the game to the operating entity and the background of the vertical and horizontal two-way fusion support.

According to a former grand executive, a grand strategy will present the "eight-horse carriage" pattern of listed companies in the future. Now the number, or the foreseeable already have Shanda online, Shanda Games, Friends of the Century, Shanda literature, Grand Media, and so on, the grand future "interactive entertainment Empire" integration work has been significantly accelerated since now.

There are also insiders believe that Shanda is facing the biggest problem, it is the game business platform transformation, how quickly for the literature, entertainment and other new business to determine the maturity of the profit model, otherwise, whether it is a few carriages, will eventually be like a few years ago, the same big box, the fate of the failure to escape.