The third China Mobile Internet Conference interview with Eric Cao Army

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Eric Cao: China Mobile internet male netizen accounts for 82.4%

December 9, 2008, the third China Mobile Internet Conference held in Beijing Avic Hotel, Sohu it as an exclusive portal to support the live broadcast. The following is a transcript of a speech by Cao, research director of Eric Consulting Group.

Cao: Good morning, I am from the Cao Army wave, to attend today's meeting is very happy.

Recently we have also been closely in the field of research to capture the mobile Internet some of the status of development, the guests just mentioned the development of mobile Internet. We also hope to make our own contribution to this industry, today we put the views and views of the audience, and hope to further explore.

The first part, first to introduce the wireless Internet development of the basic status and trends. From now on, we basically understand that the wireless internet has evolved to a few stages, many of the concepts previously mentioned or many ideas, has been a preliminary implementation. In addition, from the industrial level, the policy level has some good news, for example, just a few guests mentioned the operator, it has changed in policy. As far as we know, we have just mentioned that some operators in Guangdong have proposed WAP-partitioned models and non-WAP sites. This is a very positive signal, which means that the future of non-WAP sites may be in a relatively warm policy environment to achieve greater development space, which is China's mobile industry is very important signal.

Second, some second-rate operators have also entered the industry. For example, some operators of wireless cities, they began to invest in the infrastructure of wireless cities, but also from the infrastructure level for the development of wireless Internet to provide a lot of warm soil. In addition, it can be seen in the entire Internet development business model that can be found in some of this year we think that there is a killer application, from the traditional internet began to gradually migrate to the current mobile internet. Just now we can see that the major services mentioned by the previous guests have been surprisingly coincident, is based on human-computer communication IM, e-mail, browser, and so on, why will be concentrated in this field, is everyone optimistic about this field, these areas have what characteristics, this is the next I will be in some points to share with you.

You can see the wireless internet is now developing more quickly, 2008 we made a forecast, WAP scale is based on the scale of WAP value-added. The definition I'll explain in detail, why so many numbers, some business figures, some tens of millions of of the number, the root is the user's interpretation, such as statistical caliber and the final interpretation.

On the other hand, we began to find that its business model has emerged whether it is a forward charge or after the charges, whether the charges are based on corporate advertising fees, in fact, in 2008 years of advertising we have seen in some industries have begun to actively try mobile advertising. In 2008, Eric launched its own platform for wireless advertising monitoring, from which the advertising revenue of China's wireless internet has begun to show a certain scale.

Based on this presentation, you will consider that since the current wireless internet has started to walk out of the new path, new applications, new models, we are still talking about the future of the Internet its application and killer application and application mode, in what field will exist in the end, in what circumstances will trigger the tipping point? We think that the root knot or we pay more attention to the use of mobile Internet users, only based on mobile Internet user attributes and characteristics of the analysis, we will accurately determine what the needs of mobile internet users, what the future will show what kind of demand. Meet these user needs of the application and business model, in order to seamlessly link up.

With this problem, Eric has done research and can share some basic attributes of the current Internet users of China Mobile. First of all, from the gender point of view, Chinese mobile phone users are mainly male, young people. This is the same as president, David said, China Mobile internet users accounted for 82.4% of men, this should be 64 open, the male in the mobile Internet attribute is particularly apparent. From the age level is mainly concentrated in the 30 years old, of which the 18-24-Year-old to see the highest proportion of 65.5%, the level of education is basically concentrated in the following undergraduate, the ratio of 99.6%. You can see that the adolescent male characteristic of the internet in China is the mainstream, and the traditional Internet, and the previous PC Internet starting from tens of millions of users began to spread the core of the user is not the same. When traditional PC Internet users were detonated in China, the age, sex, and academic credentials of the netizens were quite different. This is also the initial point of our thinking about mobile internet business.

Another part, from the application, mobile phone users are mainly distributed in southern China, which is directly related to the operator's policy, tariff policy, package policy directly reduces the user's use threshold. Therefore, the development of China Mobile Internet is closely related to mobile operators, so the mobile Internet should be concerned with the characteristics of policy and user level. Through the IRIS survey, mobile internet users in South China reached 46.6%, almost half of the current network of mobile consumers concentrated in southern China.

In addition, here's a refinement of the idea, high-consumption capacity of the crowd will become the main body of mobile internet users, why is the high consumption capacity of the crowd, this map can show the professional characteristics of Chinese mobile phone users, most of them are students, although students do not have a fixed income, but in China at present the only child prevalent situation, Their monthly consumption and ability to pay is quite astonishing. From this perspective, in view of the current application of the Internet and the development of the model, the forward charges and after the charge can be seen, why more focus on the entertainment, more games, from this perspective and the user's current mainstream demand is related, which is why the internet differences between China and the United States. China's internet so far, 35 years of age under the Internet still up to 80%, the United States Internet users should be 35 years of age and more netizens accounted for 80%. Different age means different income, the difference and the fundamental difference of the network demand of the profession, caused the Chinese current business model of the Internet to have some localization and characteristic of China, still is the net game his income main mode, why in the economic crisis situation net game income is not affected. Why Tencent is structurally the healthiest, because 60% of the revenue comes from value-added services that charge users for the Internet, and another 20% from businesses that charge for mobile phone users. Only about 10% is the back-end paid advertising business, which is closely related to the characteristics of China's local network users.

At present, mobile phone charges are mainly concentrated in what proportion? Mobile Internet users charge more than average mobile phone charges, it means that the consumption of mobile Internet users, payment situation can let everyone in-depth discussion.

You can see that in addition to some basic attributes, you can see the frequency and stickiness of mobile internet users, this feature is much higher than the PC Internet. On average, the frequency of mobile internet users on the internet is 5-7 days per week, and the ratio is the first one will reach 68.3%. The ratio of mobile internet to 5 times per week is hard to see on the traditional internet. In addition, we also investigated the mobile Internet landing on some sites, based on communications, news information, to this demand for applications, in the mobile Internet is more popular.

Just saw so much about the characteristics and characteristics of mobile internet users, do we have to think about whether the current mobile Internet user attribute is representative of the future mobile Internet users attribute, is not representing the future will have some kind of difference, what will be the future changes in these changes and differences, The opportunity for mobile internet users or where the pattern is.

At present, the Internet can see a few people, first of all internet users have such a concept, is currently close to 300 million, the year is 253 million, the end of the words is around 290 million, this is the internet group of nearly 300 million. Another group is the mobile phone user group, now should be 650 million, China's mobile phone users end of the group. What part of the group do we want to focus on mobile internet users? You can see the intersection of these two groups is not the intersection of the wireless internet is certainly not so simple, which can see both the use of mobile phones and internet experience of these groups, they are not mobile Internet user groups, Many mobile internet users have no access to the Internet and have no access to PCs. Here you can see that for mobile internet users who have no access to PCs, their future needs, you can see that the mainstream should be more than 70% of the current mobile internet users do not have access to the PC, the way the Internet is not dependent on the PC to the Internet, the future will be in the direction of transition, which is worth thinking. This is the main model of Xu, let this group of Internet users into the threshold of lower, around their internet characteristics to do.

The other part is Yu always think about the problem, based on the existing PC Internet experience of user groups, how to transition to mobile internet groups, such a business model. I believe that UCWeb's colleagues certainly have the experience of the Internet, regardless of from the installation, navigation, this user group what is his characteristics? What kind of features will he have in the mobile internet in the future? This is another direction. These two directions of convergence and collision, the middle will burst out some of the special mobile Internet, both different from the traditional Internet users, but also different from the Internet only through contact with the low-end user groups. Just to mention the mobile widgets, such as terminal price reduction and wireless city construction, there are a group of users who use mobile phones, but also the use of the Internet and so on, these users will have what kind of demand, in the final analysis, we can consider the mobile Internet users is not very simple, The characteristics of his people do not take the traditional Internet thinking mode to limit their own creation and imagination. The demand for mobile internet users should be based on the characteristics of the current mobile internet and what changes will be made to the characteristics of the future mobile Internet. At the beginning, everyone considered the transplant of the traditional Internet application, in such a process, you can see how this transplant is to do some combination of the current characteristics of mobile Internet properties of innovation, his success is more grasp.

I basically say so much, thank you.