By the end of 20 10, the number of cmnet users will reach 35 10/0,000, an increase of 50.4% compared with 2009. It is estimated that by 20 12, the number of cmnet users will reach 562 million. In 20 10, the market scale of cmnet will reach 22.69 billion yuan.
With the transition from the traditional Internet on PC to the mobile Internet, the network service in China has changed from "scarce resources" to "economic prosperity". Under the dual trend, the long tail of network application demand is getting thicker and thicker, and the new economic model forces Pareto Law to accept severe challenges.
The mobile Internet industry chain will be more widely and deeply integrated. In this process, core enterprises with certain business advantages will play an important role in the organization and coordination of the industrial chain, and the whole industrial chain network will form four types of industrial alliances, which will operate in the form of ecosystem.
Concept definition
3G: the third generation mobile communication technology. 3G mobile communication network consists of satellite mobile communication network and ground mobile communication network. It is a three-dimensional communication network with seamless global coverage, which meets the communication of various user densities in cities and remote areas and supports voice, data and multimedia services.
Mobile network: refers to the mobile communication networks of telecom operators, including GSM/CDMA(2G), GPRS/EDGE/CMDA One(2.5G), WCDMA/CDMA2000/TD-SCDMA(3G). Wapi, Wifi and Wimax are not included.
Mobile Internet: technically defined as an open basic telecommunications network with broadband IP as the core technology, which can provide voice, data, multimedia and other business services at the same time. Defined from the terminal level, in a broad sense, it means that users use mobile terminals such as mobile phones, netbooks and notebooks to obtain mobile communication network services and Internet services through mobile networks; In a narrow sense, it means that users use mobile terminals to browse Internet websites and mobile websites through mobile networks, and obtain data services and information services such as multimedia and customized information. Mobile website: refers to a mobile Internet website specially adapted to mobile terminals based on WAP and other protocols and technologies. Mobile Internet users: users who have accessed the mobile Internet 1 or more times through mobile phones and other terminals within half a year. Scale of mobile Internet users: the total number of mobile Internet users. Mobile Internet enterprises refer to telecom operators, Internet enterprises and other enterprises that provide mobile Internet services. Mobile Internet services: data services, information services and advertising services provided through mobile networks. Data services include peer-to-peer SMS, MMS and other communication services and Internet access services, information services include information content services, business services and entertainment services, and advertising services include text, graphics, classification and other mobile advertising services. Mobile Internet market scale: The total business income of mobile Internet enterprises includes customized information fees and mobile advertising service fees, excluding data traffic fees, peer-to-peer SMS and MMS fees generated by users using mobile Internet services. Mobile games: refers to stand-alone games and online games that users use mobile terminals to adapt to mobile phones through mobile networks. Mobile phone search: Mobile phone search refers to users using mobile phone terminals and mobile networks to search for information, pictures and videos by SMS and WAP. Mobile instant messaging: refers to users using instant messaging services through mobile terminals and mobile networks. Such as mobile QQ and Fetion service. Mobile e-mail: users send and receive e-mail and other related services through mobile terminals and mobile networks. Mobile phone shopping: that is, mobile e-commerce, refers to e-commerce activities that use mobile phones as terminals and connect to the Internet through mobile communication networks.
Mobile video: a service that uses a mobile phone as a terminal, accesses the mobile Internet to obtain video content, and plays and watches it online or downloads. Mobile App Store: Mobile App Store refers to the platform service of mobile app software, which provides browsing and downloading services for free or paid mobile app software, and provides development tools and product distribution channels for app developers. All published apps are authorized by publishing organizations or individuals, and users can purchase related apps through specific payment methods. Mobile advertising: refers to the promotional information of products or services published through mobile Internet and mobile terminals in the form of text advertisements (SMS, MMS), voice advertisements, web advertisements, clients and other media. The research scope of this report includes two parts: mobile web advertising and mobile client advertising. Mobile phone browser: The browser running on the mobile phone terminal is the client software that can help mobile phone users to obtain network information services. There are two types: self-contained mobile browsers and third-party mobile browsers. Mobile phone community: refers to the mobile internet communication space including forums, post bars, bulletin boards, making friends, personal space and wireless value-added services.
1. Mobile Internet is becoming an important growth point of network economy.
Since China entered the 3G era in 2009, the mobile Internet based on wireless communication has spread rapidly in China.
And development. On the one hand, mobile information platform, mobile phone search, wireless music, mobile video and other application services are increasing.
The types and styles of mobile internet application services are becoming more and more abundant; At the same time, traditional Internet companies, telecom operators and terminals
Terminal manufacturing enterprises have also joined this new development field, and the business entities continue to show a diversified development trend; And from
According to CNNIC's data, as of June 20 10, the number of users of cmnet has reached 277 million.
All the signs of the above market development indicate that China has become the mobile Internet market with the largest number of users in the world.
Field, and the activity of the market is heating up, but the huge potential contained in this market is far from being fully tapped.
According to iResearch's analysis, three basic factors and a fundamental driving force determine cmnet's
Rapid development:
Logic diagram-three basic factors and a fundamental driving force * * * determine the speed of cmnet.
develop
Accelerated improvement of mobile Internet application conditions
The 3G network construction in China has begun to take shape.
According to the Ministry of Industry and Information Technology, since the 3G license was issued in early 2009, the 3G network in China has entered a period of rapid construction.
According to statistics, in 2009, 3G direct investment reached 654.38+060.9 billion yuan, and the three major telecom operators completed the construction of 3G base stations.
There are 325,000 TD base stations, including China Mobile108,000, covering 238 cities in China. China 3G base
Basic communication facilities have set a new record in the history of global telecommunications development in terms of construction scale and construction speed.
1.2. Diversification and rapid development of mobile network application services.
1 1
Copyright? Iresearch Consulting Company 20 10
Cmnet industry development report short edition 2009-20 10
This is a good example.
In 20 10, the application services in cmnet developed rapidly, covering wireless information, instant messaging, wireless community, wireless music, mobile shopping and other fields. According to iResearch, most of these services are extensions of traditional Internet-related application services in the mobile Internet, which are diversified in three dimensions: communication, information services and leisure and entertainment.
2. The mobile Internet industry is booming.
As a continuation of the new Internet economy, mobile Internet is very important for China to devote itself to the rapid development of high-level information industry economy.
In terms of objectives, the government is bound to introduce a series of support policies to ensure the rapid development of the mobile Internet. In addition, facing
The great potential of mobile Internet development, high expectation of capital input and output, and continuous attention of capital will also ensure the rapid development of the industry.
Development.
2. 1. scale of mobile internet users
According to CNNIC statistics, the total number of mobile Internet users in China reached 233 million by the end of 2009, a year-on-year increase.
98.5%。 According to iResearch's judgment on the future market trend, we think that by the end of 20 10, cmnet users will be.
The scale will reach 35 1 billion, an increase of 50.4% compared with 2009. It is estimated that by 20 12, the user scale of cmnet will be
Reached 562 million.
3. Nuggets in the mobile Internet industry
3. 1. Comparative Analysis of Mobile Internet and Traditional Internet Services
IResearch believes that the mobile Internet is not a simple copy of the traditional Internet on mobile phones. On the contrary, it is profoundly different from the traditional Internet in many aspects, such as network construction, industrial chain cooperation and user service. According to the analysis of iResearch, there are differences between mobile Internet services and traditional desktop Internet services in business organization, terminal access, application network, user habits and available services.
4. Competition pattern and business model of mobile Internet
According to the research and analysis of iResearch, we believe that the rapid development of traditional Internet in China in recent years has made the network service in China move from "scarce resources" to "rich economy". Once the rich network service resources are combined with the increasing diversified and personalized needs of mobile Internet users, the demand for application services in cmnet will be broadened. In the era of mobile Internet, it is difficult for early terminal manufacturers, telecom operators or Internet companies to meet the increasingly diverse needs of users simply by relying on their own narrow business lines. The development of giants is no longer self-romance on a closed stage. The original industrial cooperation mode will be impacted by new markets and new concepts, the barriers and obstacles of cooperation between industrial entities will be broken, and the mobile Internet industry chain will present new characteristics of network development. According to iResearch's analysis, the mobile Internet provides services to users through mobile terminals and processes a variety of information. The services provided in this process have exceeded the scope that an enterprise or even an industry can complete alone. Chip manufacturers, terminal manufacturers, telecom operators, software developers and content providers need to carry out comprehensive cooperation in software and hardware, platforms, application services and operations. More importantly, the more diverse the functions of terminals and the more diverse the types of application services, the more complicated the industrial chain cooperation projects will become. It can be seen that the success of industrial competition will be the success of all links in industrial chain cooperation, and the lack or weakness of any link will lead to the inability to meet the needs of users. In this case, the core enterprises in a certain link in the industrial chain are trying to integrate various resources in the industrial chain in some way, coordinate the unity and cooperation of enterprises in the industrial chain, form an industrial alliance with certain organizational order and scale benefits, and form a competitive mobile Internet ecosystem. The core of mobile Internet business model competition will be the competition between different types of industrial alliances.
5. The development trend of mobile Internet and suggestions on iResearch strategy.
In order to present iResearch's views on the development pattern of cmnet as a whole, we report the logic diagrams of the above chapters for integration, so as to explain our views on the future development of the whole industry more clearly. The following figure is not a single logical mechanical combination. We distinguish the endogenous and exogenous factors of the system, as well as the cyclical and persistent factors, so as to better show the development context and future trend of cmnet.
5. 1. Main development trends of mobile Internet
By showing the above picture, iResearch intends to give a more real and detailed description of the logical main line that runs through the overall industrial development of cmnet. Through the detailed analysis of the influencing factors, as well as the judgment of the internal and external factors, stage factors and sustainable factors of the system, seven major trends of the development of China manufacturing network industry are summarized.