Shenzhou Tai Yue switch to mobile games to find a new way

Shenzhou Taiyue Pong China Mobile Fetion business comfortable life of a beautiful era is coming to an end. Recently, Shenzhou Taiyue released the first half of 2014 performance notice, net profit of 215 million -2.42 billion yuan, down 10% -20%. In order to stabilize investor confidence, Divine Taiyue had to seek a way out from the field of mobile games in order to make up for the decline of Fetion business. However, it is hard to say whether mobile games can become a panacea for Taiyue to make a living.

Perhaps worried about the forthcoming semi-annual report bleak, Divine Taiyue first to make a big move to appease investors' confidence to avoid the semi-annual report announced the stock price fell sharply embarrassing situation.

On the evening of July 7, Shenzhou Taiyue issued a public announcement that it has signed a contract with Shenzhen Qianhaiwutong Investment Fund Management Co., Ltd., Ultrapower 360 PTE.LTD (hereinafter referred to as "Taiyue 360"), Beijing Zhongqinglongtu Network Technology Co., Ltd. The three companies set up a joint venture with a registered capital of 20 million yuan, of which Shenzhou Taiyue invested 5.4 million yuan and the other three invested 5.4 million yuan, 3.8 million yuan and 5.4 million yuan respectively.

According to reports, the joint venture company is mainly located in the launch of the establishment of fund-oriented mobile gaming products, and as a future fund manager. This is the industry refers to Divine Taiyue plus force to the field of mobile games force.

In fact, this is not the first time that Shenzhou Taiyue has "scratched" the mobile game. As early as last August, Divine Taiyue did not hesitate to spend 12.15 billion yuan, a premium of 27 times the acquisition of "Little Empire" casual game developer Tianjin Shell.

Some observers pointed out that mobile games are currently the fastest growing mobile Internet, the most profitable areas, the Feiyun business more and more subtle circumstances, as a listed company Shenzhou Taiyue have to find a new way, and mobile games Naturally become the best choice to make up for Fetion business.

It is understood that since 2006, Taiyue successful bid for Fetion operation and maintenance of outsourcing business, the fate of the two closely linked, Fetion business is also Shenzhou Taiyue revenue structure in the long-term occupy half of the country, and the outside world on Divine Taiyue Cognitive can not be separated from Fetion label.

Into the flying letters, defeat also flying letters. Since the rise of the Internet OTT business represented by Tencent WeChat, it has greatly affected the voice and SMS businesses of telecom operators. Meanwhile, Fetion has also been affected, and users are constantly shifting to such platforms as WeChat. As a result, Feixin embarked on a downhill road, with the fate of Shenzhou Taiyue naturally affected.

Not long ago, in order to adapt itself to the arrival of 4G and transform itself into a traffic management operation, China Mobile reiterated the concept of a new generation of converged communications that would change the shackles of traditional thinking and may even break the traditional boundaries between operators.

Experts point out that if the new service launched by China Mobile has replaced most or all of Fetion's functions, the existing Fetion products will inevitably enter the countdown to exit the stage of history. Conversely, even if China Mobile is willing to use Fetion as a model, Based on this innovative application, then to get rid of the user's awareness of Fetion is also very difficult. Pessimistically, Fetion is likely to suffer the fate of being abandoned or confined to niche markets.

Feixin uncertain future, to Divine Taiyue survival and development added a lot of variables. Therefore, Divine Taiyue had to make preparations in advance, to avoid flying letters when the mourning itself will also fall.

Divine Taiyao force to move the game, may be helpless, but the industry is still raised concerns. With the gradual fading of mobile games in 2013, the market is getting more rational and the competition is getting fiercer. The "short-lived" cycle of mobile games is also hovering over many mobile game manufacturers. Therefore, it is not necessary to occupy a place in mobile games Easy things, Shenzhou Taiyue can transition success is unknown.

Beijing Commercial Daily reporter Wu Chen Guang Qu Zhongfang