SP to save the life of mobile games

 Keywords: mobile games / SP / China Mobile, China Mobile
rectification SP (mobile phone network service provider) market, a series of initiatives, many accustomed to comfortable living and SP CP (mobile Internet content providers) are treading on thin ice . more online game market in recent years the growth rate slowed, many SP and CP had to try to develop new business .3 G era draws near, mobile phone network in the control of pirated games on the unique strengths, China's huge user base PC and online games play mobile games users momentum, so many people think they found a new gold mine.
from iResearch? points IResearch? snow survey estimated the scale of China's mobile phone game subscribers in 2008 will reach 31690000. from last year, acquisitions, financing the phenomenon has occurred frequently: Hurray wholly acquire Magma, Europe's largest provider of mobile value-added service Monstermob acquired Hangzhou M Dream hh. Not long ago, Motorola and Shanda both together, push into Mobile gaming market. just over a year, there have been 40 the balance of the market mobile phone network games.
all ages, however much the mobile phone network game and not as expected as a cash cow on the capital market, the market reaction products are mostly flat. So far, the mobile phone network game still does not appear a landmark product. This in the end what is the reason?
a large number of SP for various reasons, after the online gaming industry into the mobile phone, surprised to find a It seems easy to have a profound aspect of the industry, R & D personnel, operational capabilities, not previously taken into account such factors as a constraint to the fetters of their development. a lot of capital investment, the resort has turned into a crush of their final straw. no success stories to learn, is crucial in any industry business model is now almost knocked a lot of people nervous.
the industry as a poppy sea, attractive but also harmful.
wireless market consolidation, a bit indirectly promote mobile phone gaming market revenue
size of China's mobile phone game and forecast
2004 ~ 2009 China's online game market sales and forecasts
2006 年 8 17, Sohu Wireless some staff to forward them to the media sector, a layoff notice, which reads:
business has been the focus of development and maintained for 6 consecutive quarters of sustained growth. its second quarter results, wireless business revenue of $ 9,000,000, up 41% over last year, up 12% sequentially. is what causes the layoffs?
a hard time! Sina, Netease, Sohu, TOM, Linktone, Hurray hh major sites have a wireless business shares are slack. the majority of small and medium SP condition worse. means have lost effects. To make matters worse, China Mobile is part of the increase and the proportion of SP's share from the previous mobile 1.5, SP 8.5 to improve five open Friday.
signs made to Analysys International, the latest judge: Estimated two years will be phased out 40% of the SP pressure, and almost all primary and secondary SP.
CP are. China has been moving for the SP of the billing period of two months, China Unicom to 3 months. this situation, no money to receive the SP are naturally unable to pay on time CP.
The CP too much, because of funding problems. br> SP and CP are struggling to survive is the universal state, and the emergence of this state, but with inevitable reasons.
user complaints to the mobile operators, SP has the advantage of information asymmetry through, the money cheat mobile phone users. service has been plagued by the doubt and blame mobile phone users: custom force, force the installation, instead of the user without the implementation of custom, inducing breach of mass customization, service charges and other hidden information hh abound.
network model, is to allow the industry to grow up quickly. This all very low threshold of an open business model, otherwise it will not make China a short time has the world's most extensive SP and CP groups. rapid growth there must be bubble. Now the market has developed to a certain extent, in order to improve the industrial chain transformation, we must remove them. ;
business, public business, the wireless platform is the basis for survival. fish and then could not convert the water from the living environment, we also can not do without the wireless platform. However, the recent initiatives of China Mobile has demonstrated to the pond and everyone eating the water.
Recently, China Mobile announced that its indirect holding company of China Mobile (Hong Kong) Group was completed on August 25 from Star Xing Kong Chuan Mei Group subsidiary, acquired 19.9% stake in Phoenix Satellite Television transactions, the strategic alliance with Phoenix Satellite TV agreement is effective on the same day.
the strategic alliance agreement that the parties in the mobile content, products, services and applications development and promotion of cooperation in such areas. This means that they began to try to content acquisitions and strategic alliances providers, etc., to enhance the integration of data content business.
in the 3G era, the Chinese began to skip a virtual mobile operator's role, gradually open the whole mobile value-added services from business model to Japan and South Korea closed business model transition.
the SP, will have unique content and services into a close cooperation between SP CP. Mobile as a new online business consolidation projects, is the only way to survive.
China Mobile's industry transformation plan in any case in this new field will not have too much impact. and its development but it will promote the overall development of the industry! After intensive analysis, all reached the same conclusion: mobile games, is the only resort.
money, can not support. We are doing the original business of unlimited proliferation, cell phone gaming is also turned to do the deed. at this stage this is the last straw! now can not see the other can support the company's business. whether it is not the last straw , left are the dead, desperate to put it all his life. development process and the demand is very understanding, a lot of SP but also spontaneously began to test the water cell phone online.
resort is continuing to lose money
7 28, Motorola introduced its first mobile phone to play online games mmE680G . Compared with the previous, its function is not updated, the only difference is embedded within the two big role-playing game produced.
play games on the phone, which is published in China, we have chosen the reasons for this phone. The pilot markets. two well-known manufacturers in the mobile phone network games work above indicates that the prospects for this market, a variety of third-party research data supporting the future of the mobile network games. According to some authorities predict that, with commercial 3G situation gradually become clear, the domestic mobile phone game market will show a growth spurt in 2006, mobile games market will reach 1.85 billion in 2008, is expected to more than 3.1 billion yuan.
all the signs are determined by SP, CP are the phone's confidence in online games as a straw.
early as 2004 or even earlier, predicted that mobile phone network game is about to blow the sound began to appear.
from last year to early this year, this time, the domestic mobile online game industry, it seems to be the capital's prime-time attention, large capital rushed into which many people get confused by M & A cases: $ 4,100,000 Hurray wholly acquired mobile game publisher, Magma, Linktone $ 3,400,000 acquisition of mobile game developer Beijing Aojia unlimited 51% stake in the company, Europe's largest provider of mobile value-added service to 35 million U.S. dollars acquisition of Monstermob Hangzhou M Dream catch mobile entertainment providers receive a total of $ 10,000,000 net financing hh
the favor of investors to SP, CP have confidence, and mobile online gaming market this year there have been many new works instant.
people fighting over food cake
In fact, a lot of sense of smell of the SP did not wait until the recent decline in performance started game development and mobile network operators.
since 2005, with the mobile user terminal upgrade and development of wireless networks, manufacturers have to take action online games to mobile phone products as the company's important strategic weapons, and vigorously R & D production.
some online games or mobile games successes stand-alone company also began to invest in it. R & D from the end of last year mobile phone network games, the Chief Operating Officer of Digital Li Yue Hung told reporters.
future mobile network game itself naturally to business approved, PC online games subscriber base is also a sense confirms the value of this market. According to iResearch Study Chinese online game users in 2005 to 29 million, 38% increase over 2004; the overall online game in 2006 will reach 40 million users, 38% increase over 2005; estimated that by 2010 the overall size of China's online game users will reach 81 million.
PC online game user base of millions of people, a small portion of the transfer to the phone is already a very frightening. In addition, such as China 3G licenses issued schedule of other factors also contributed to the development of the market.
virtually no games. This is so, the most critical reason is that China Mobile and China Unicom BREW Java games games for the existence of 2.5G networks, mobile network is still insufficient to support the demand for high speed gaming licenses issued after .3 G, Mobile online gaming market and its fast start ARPU for operators to enhance the value is to be expected. interactive games. Japan's operational experience also shows that, in the first group try to 3G services, users of online gaming heavyweight large proportion.
headaches of piracy.
blowout did not start losing money in sustainable
but not yet issued 3G licenses, China's mobile online game industry has been not the same as full-blown PC online games. In fact, as early as 2004 or even earlier, predicted that mobile phone online game market is about to blow the sound had appeared.
is not easy, even more difficult blow. growth. Although just turned 30 years old, but the game design and artistic skills in the industry reputation. served as famous PC game product development in 2004, is by virtue of a above almost came a cropper.
early as 2004, the company set up Aojia he did not take long for online games aimed at the mobile phone market potential for the future, after a period of market assessment and data collection, he and his partners started a very secret research and development of mobile games.
research and development. to greater losses.
data show that domestic R & D history of mobile games in general since 2004, R & D at a time when mobile online game companies only a handful survived to the present. and two years later, first-line operation of mobile online games, has little to achieve a balanced budget.
Lord, from the beginning to have a high profit return must also need to experience a year or two. outbreak, a signature product is indispensable. Mobile online gaming market in addition to a qualitative change in the accumulation must have, also need a shot point Caixing! corresponding to this industry, is: first, to accumulate sufficient product and influence , including the operating mode in the case have tended to mature to a landmark or several products to promote the outbreak of the entire industry. President very much agree. But now many people who do mobile phone network games underestimated the market, the lack of awe. deep, and now most people do is share in the pit l r, not R & D a good game. It this point, a lot of people very adventurous spirit, an area as long as no one is doing, they dare. everyone to see to a few people do in this area, the market outlook is not bad to start receiving money pit r l accounted for on the first, and so development of the industry, and then followed of profits. capital operation. so after low tide, they will find themselves swimming in the nude, all the money has to go back. in any industry there are 20% of people taking 80% of the money earned. Now we all ran inside, most of denominator who sooner or later. the ability of manufacturers. Darwin's become very long.
mobile phone network is a huge game reserves of gold, but in the present stage, a large number of short-neck giraffe is also active in the market, their hunger is derived from the same reason.
R & D personnel merchandise, operating experience gap, for many SP and CP, the mobile phone network game really is their last straw it? Or is the last straw breaks the they?
quality mobile games is worrying. Diao raised by PC online games players will have the appetite for mobile gaming products you buy it.
Maxin Miao people have experienced the game due to over-optimistic, almost in the phone online on Mashiqianti.
mobile phone in the market see a lot of publicity online games, and some through the media, said the number of how much profit their company, in fact, this is only the surface of prosperity. put a lot of power, and now only a few hundred people at the same line only, the first half of last year, 200 people can simultaneously online on the good. and we also service many people can not. about 40 variety of games, but at this stage to achieve operating balance few.
break-even operation. It is said that doing the best mobile phone network games at the same time close to 5000 online. If it is true, then this number can follow to ensure that our product development, operations and other expenses, but also of a small surplus are very encouraging results of the! but want to recover the pre-investment, development cost, or very far away, right? that, in addition to objective factors, restricting the development of mobile games, but also including many manufacturers flawed.
R & D personnel out of stock
Recently, the Friends of eeforever Sina Bo disclosed in the blog of a fraudulent use of domestic manufacturers, beast, very similar.
the recent past, this phenomenon is not uncommon, we have given the name , slight modifications listed for sale. SP who want a quick profit is one of the main reasons, and the other reason is the R & D personnel out of stock.
Although China claims to have , the industry discuss the problem of shortage of talent has not been broken before. Now, the same problem and fell on his head mobile phone network games.
either PC or hand travel, online games is a set of plot story, art, music , animation, program and other technologies in one of the interactive entertainment software, network technology and multimedia technology have higher requirements. domestic scarcity of talent in this area, not only in art programs and other professional and technical personnel, but also in good planning personnel and excellent online games online game development talent to promote.
in the battlefield, fighting for each vendor operations personnel have never stopped in March .2005, Huayi International Digital Co., Ltd. of Taiwan after Beijing Branch a large number of R & D personnel flow into a grand after its Sichuan branch and backyard fire was deliberately stole half of Tencent. This is Wah Yee, are almost drowned. Netease, Jinshan hh all the major online game developer of all Careers hungry.
Now, the same problem in the mobile phone network games market shows. And, as mobile online games online game R & D personnel with the PC not the same system, R & D personnel even greater gap in the market.
The lack of R & D personnel is the biggest problem we face. mobile phone network PC games and online games code written in different, completely unable to move over there with the R & D personnel. And the community did not develop the specialized agencies of the R & D talent mobile network games We had to set up a mechanism for training in-house, seize the time skills, the company used to do stand-alone part of the people came to learn the Norwegian and the external number of people. > This is also the mobile phone network game also not many companies can come up with reasons for mature products.
two entirely different things. , mobile terminals of different mobile phone networks also play a very large R & D increases the difficulty. tend to do a mobile game porting and testing hundreds of species distribution, ported to many different models of mobile phones, all models can operations. different compatibility with different phones, it takes time to transplant is different. two months to complete on the good. developers need to do a lot of debugging. This online game where the PC is not the case. >
mobile network operators ability to blank the game is now in the early stages of development throughout the industry, user penetration rate is low, its a very emotional little knowledge of the user. In this market cultivation stage, the user experience is decide whether they will be an important factor in fervor. Unfortunately, the majority of SP operate with little regard is the question.
operational experience. Frankly, we have done in this area for two years, and now has only enough capacity to meet the operational needs of users only a few hundred. this point, digital red Yue Li said with deep feeling: . White Wolf made the largest since the establishment of a downsizing decision, leaving only the network game operators to provide technical support and services to support the sector. It is this department, led the grand as the king of PC online games industry.
witness a grand 6 years Li Yue online game operator is fully aware of history, operational capability, a computer game for what it means.
, rather than content. Most previous work in the CP pay more attention to R & D, does not do online gaming experience. the mobile phone network games as straw, they may break the connection. there is no update needed, but the network games. Liyue have personally experienced such a thing. there was a big need for an updated version of online games. At the time, for as little as possible to reduce churn, the company chose the number of on-line at least early in the morning to complete the update. Prior to this, the relatively large size version, the company has provided a download link on the network for users to manually and carefully take a lot of protective measures.
ready, in order to ensure the speed, along with several project teams, hundreds of employees simultaneously. It is in this case carefully, online or in the day fell to 30 million by the 400,000. the case of mobile games is even more dangerous. In this area, many of them are from unknown to known, 80% of users are new users, not hardcore gamers, this means greater mobility. > Profit Model: The way to make money.
in the Internet field, the flow may be largely meant profits, but not exactly the same. Despite the good market prospects, even if the future really blow, and we can successfully get the profits up ? Many just entering the field of mobile network games blood SP, CP were horrified to discover the problem.
how the mobile phone network games hands of money from the user, through what channels to collect the money, is the most headaches for companies and concerns.
2006 年 7 30, the Fourth China International Digital Entertainment Expo & Conference (Chinajoy) successfully concluded in Shanghai. The annual event this year to reach the peak of popularity, exhibitors and participants the audience as much publicity in the form of various products, manufacturers put great efforts are the highest in history.
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Chinajoy each year for people like him, it is a game event. the input of various types of games on display, etc., he can acutely aware of the development of many sectors of the message. This year even more special, the Chinese mobile game industry, Sharon (WGDS) is also held in Shanghai at the same time. opportunity to explore together ideas, expertise and is a very rare opportunity. ; previous show exhibitors are holding a lot of pulling investment, operators and other purposes to find in the booth as the sale of chemicals, like directly sell their semi. But this year, almost all large-scale promotion of mature products display. Users who have value and will come with unlimited business opportunities, is key to the success of the Internet age. This is called eyeball economy it! .
For this exhibition, many companies invested a lot of manpower and resources. Shengxuan Ming companies for their own During the show have always been people in the package tiers. ninth city in the numerous beautiful female models show, the corner, it is a few small corner booth, no activity, no beauty, which sat only a few mobile network game for their own staff.
hh stand shabby as much as street vendors, have nothing attractive enough publicity. returns. In this case, the vendor is not doing too generous publicity. booth the size of the industry can indirectly reflect the current status quo. people began to slowly know a place in the game industry. to reach 52 billion U.S. dollars.
but now this is the block thin field, it is not the time to lavish.
whether to move the beach landing
Ninety people, we communicate with the current market situation and their own company's current situation. But we deliberately avoided two problems: the company's products and charging channel mode of operation. and not showing any sign of success of a product operation for human learning. we are very cautious, so special attention to confidentiality. prospects, in order to bypass the standard channels of China Mobile, WAP site was even illegal kangaroo money in an attempt to find new profit model.
I think that China Mobile will first enter the field and integrated data services, while mobile gaming will take moderate policy, the good survival is likely to be two years. Two years later, assuming that China Mobile has own product operations, is no longer with SP this link, then we have not even recovered to the children over. as a game product R & D to operating profit from at least a year to year and a half. said.
edge of his concerns ...