The mobile market is ripe.

Absrtact: Two years ago plunged into the exit China turmoil, this year again suffered music business shutdown, during the 360 search in Baidu was also repeatedly lying in the gun, Google in China seems to have been living in the shadow of the retreat. This is an embarrassing reality. Lee

Two years ago plunged into the "exit China" storm, this year again suffered music business shutdown, during the 360 search in Baidu was also repeatedly "lying on the gun", Google in China seems to have been living in the shadow of "losing".

This is an embarrassing reality. Kai-Fu Lee, has advocated the localization of Google pioneer figures, after leaving the creation workshop, he wrote about the reasons why the US internet company failed in China, and the mishap of "the local team was not authorized", such as Google's operations, policies, products, data center rationing, user interface, and even graffiti, Must be approved by Google's headquarters, not to mention the hiring of every employee.

However, Google is not willing to give up its own nuggets in the Chinese market, and Google is more willing to call it a Google China.

For two years, Google has been doing business in a way that configures global resources in China, such as its export advertising business. When the mobile internet horn sounded, the outbreak of China's smartphone, finally let Google in China Mobile advertising market ushered in a new ray of light.

On Google's AdMob mobile ad platform, China's demand for mobile advertising has grown by 120% in the year July 2011-July 2012.

Now, in the global market, Google Mobile business has been placed high expectations, for two years, Google has been trying to find a way out in China, now, smartphone opened the revenue gate, can it regain its former glory?

The mobile market is ripe.

Two years ago, when Google transferred its original Chinese search web link to Hong Kong, it was no more than the era when China and Baidu were rivals.

There is a reluctance to be named analyst on the "talent" reporter talk, in fact, the past Baidu and Google in the advertising system is not a big advantage in the competition, the Google "leave" after the introduction of Phoenix Nest system to significantly improve, and relatively, Google search engine is not in mainland China, encountered more technology shielding The difference between the two in search engine advertising is increasingly obvious.

In fact, within two years, Google is also constantly adjusting its revenue structure in China, from search-engine advertising to display ads, Android platforms and export businesses.

"Google is not just a search business, there are display ads, emerging export business, the current hottest concept is a multiple-screen mobile advertising, is the fastest growing business," Google's global vice president, Greater China business general manager Liu to the "talent" journalist to restore the business logic in China.

The so-called export business, that is, to help Chinese companies in the overseas market advertising to obtain commission of the model, Google can be based on the needs of advertisers to different regions of specific people to launch search engine ads, YouTube video ads, AdSense and mobile phone ads.

"As the world's largest search engine company, Google for China's large number of foreign trade enterprises, almost irreplaceable," the Internet analyst Bo to the "talent" reporter said that export business, whether Baidu or Microsoft Bing, can not reach Google's global user coverage.

It is reported that the export advertising business has become the backbone of Google's China business. However, influenced by the global economy, Bo points out that, overall, export operations are no longer a high-growth market.

All the signs have shown that Google's real new map is on the mobile internet.

On October 19, in a conference call after Google's third-quarter earnings, CEO Larry Page said Google's mobile business would expect to reach $8 billion trillion in revenue for the next 12 months. The forecast for the same period last year was 2.5 billion dollars.

Analysts at Barclays Bank, Dickerement, said about 6.5 billion of the $8 billion trillion in revenue forecasts came from mobile advertising.

In China, the bullish index on the mobile interconnection market appears to be higher. A IPSOP survey showed that China's mobile consumers are at the forefront of mobile internet activity, with 97% of users studying a product or service on smartphones, and 63% of Chinese city smartphone users are searching every day with smartphones, and business mobility is clear. Because 97% of users will notice mobile advertising, the proportion of the world's first.

The Battle of the industrial chain

Of course, in China covet the same market giants, inevitably including Tencent and Baidu.

In October, MA publicly stated that Tencent would build a social-based precision marketing system to create advertising value on the mobile internet.

In 2012, Baidu opened the Conference, Li stressed that Baidu Cloud will be integrated with the open and mobile industry chain. Reading the third quarter of 2012, Baidu C F o Jennifer said mobile search annual growth can reach three digits. Relative to Tencent, Baidu and Google confrontation is clearly more prominent.

However, the same search engine, the same ads for the revenue engine, but the PC Internet and mobile interconnection business model is not the same. PC-side search, usually in the browser as the portal; on the mobile internet, users spend much more time using app than mobile browsers, so it is a new challenge to translate the ad-PPC model of PC-side search directly to the mobile phone.

"I see the data is that in smartphones, the search volume is growing very fast, but the app plays a leading role, such as Ctrip, only to convert the PC site to mobile and not enough, the app reflects the interaction and creativity, is the site can not do," Liu points out.

Robin Li once told overseas analysts that Baidu is simultaneously providing mobile web versions of search and specially optimized search apps, as well as the introduction of location-based services based on Baidu maps.

Also in order to occupy a favorable position in the mobile Internet's great biosphere, Google's sharp edge can be traced back to a $750 million AdMob purchase that started in 2009. AdMob is a mobile application advertising platform, on the one hand, can integrate a large number of mobile applications, on the other hand can be docking brand and industry advertisers, so as to achieve mobile phone advertising and industrial chain win.

The 2012 China Mobile app advertising market revenue is likely to increase by more than one times, to about 1.8 billion, more than 1.2 billion of mobile search queries, the survey report said.

At present, the AdMob platform, which specializes in app advertising, can reach 4 billion per day, covering 200 countries, including 30多万个 applications.

For the rapid growth of Google mobile advertising, Bo said: "This is credible." Because, for Chinese apps, most of them cannot be paid directly by the user, so it is possible to rely on the placement of ads in mobile applications. At present, although domestic developers can choose a mobile advertising platform and a lot, but, on the scale is not much. The advertisers in Google's AdMob platform are huge, and developers are getting a higher chance of making money. ”

After April 2011, Touch Technology using AdMob for "fishing tatsu people" promotion, on-line 112 days to reach 10 million downloads, in 33 countries in the App Store free total list to reach the first, less than March that the sum of 5 million yuan. In this respect, touch-control technology CEO Chenhao Zhi pointed out: "China's current application of a number of promotional advertising platform is not attractive to us, mainly on the scale is too small." Choose AdMob because it is more and more efficient on the iOS platform. will pay more attention to admob this channel in the future. ”

"AdMob was acquired three years ago, at that time the mobile business and advertising are in a very embryonic state, in this, Google is making great strides, Liu said, AdMob and AdWords platform integration, advertisers can be based on the AdWords account to launch various forms (search, display, video, APP) Ads, at the same time, you can choose to put on the desktop or mobile end.

Of course, it can not be overlooked that for the self-developed Android system, as well as the acquisition of Motorola, the smartphone software and hardware in tandem, Google is likely to make it a new chip in the mobile advertising market.