Internet business model in Chinese

1.在线广告；

最主要最常见的网络在线盈利模式，国内做的较好的是新浪（www.sina.com.cn ）、搜狐（www.sohu.com ）、网易（ www.163.com ）雅虎（www.yahoo.com.cn） 等门户网站（包括行业门户）。
新兴的在线短视频网站，通过影音载入前后的等待时间播放广告主的在线广告
典型例子：
国外的youtube （www.youtube.com ）
国内的56（www.56.com ）、土豆（www.toodou.com ）、六间房（www.6rooms.com ）、
偶偶（www.ouou.com ）等

2.彩铃彩信下载、短信发送、电影手机注册、手机游戏下载、电子杂志订阅等电信增值形式；

目前最赚钱的网络盈利模式之一，几乎每个进入全球排名前10万位的商业性网站和个人网站都在通过sp来获取经济回报，目前由于sp受到中国移动等运营商的限制，盈利率有些下降，以此类引力模式为主的上市公司市值较以前有缩水。
典型例子：
空中网（www.kong.net ）
3G门户 （www.3g.net.cn ）
Zcom （www.zcom.com ）
唯刊（www.vika.cn ）
腾讯（www.qq.com ）

3.通过网站销售产品；

A．通过网站销售别人的产品；
典型例子：
（B2C 和 C2C模式）
淘宝（www.taobao.com ）易趣（www.ebay.com.cn） 在线竞拍，从成功交易中抽取佣金。
卓越 （www.joyo.com ）当当（www.dangdang.com ） B2C
豆瓣网（www.douban.com ）营造社区，推荐销售抽取佣金。

B.通过网站销售自己的产品；
大多数外贸网站和国内中小企业网站，多不胜举
比如：起名类网站。

4.注册会员收费，提供与免费会员差异化的服务；

典型例子：
阿里巴巴（www.cn.alibaba.com ） 中国B2B 网站典范。
慧聪商情（www.hc360.com ） B2B
金银岛（www.315.com.cn ） B2B
我的钢铁（www.mysteel.com） 中国钢铁行业门户
中国化工网（www.chemnet.com.cn） 中国化工行业门户
配货网 （www.peihuo.cn ）
51 （www.51.com ）

5.网络游戏运营，虚拟装备和道具买卖；

典型例子：
网易游戏（ www.163.com ）
盛大游戏（www.poptang.com www.shanda.com.cn ）
九城游戏（www.the9.com www.ninetowns.com ）
久游（www.9you.com ）
及其游戏地方代理运营商。

6. 搜索竞排、产品招商、分类网址和信息整合，付费推荐和抽成盈利；

典型例子：
百度（ www.baidu.com ）
迅雷 （www.xunlei.com ）
中国商机在线 （www.28.com）
一网商机（www.e26.cn ）
当代医药（www.ey99.com）
58同城（www.58.com）
客齐集（www.kijiji.com）
Hao123 (www.hao123.com )
265(www.265.com )
3721（www.3721.com ）
请客800（www.qingke800.com ）
K68 （www.k68.cn ）
豆瓣 （www.douban.com ）

7.广告中介

广告联盟网站通过给为广告主和站长服务，差价销售广告，获得利润。

典型例子：
弈天广告联盟 （www.unionsky.cn ）
Iplus广告联盟（www.iplus.com.cn）
好耶广告联盟（www.allyes.com ）
窄告网 （www.narrowad.com ）

8.企业信息化服务

A .帮助企业建设维护推广网站
中企动力（www.ce.net.cn ）
铭万（www.mainone.com ）B2B+建站
城库 (www.chengku.com ) B2B+建站 (依靠红头文件开展企业信息化服务，这类有政府背景的网络公司不在少数，赚钱比起一般的网络公司容易的多)
书生（www.booksir.com ） 一站式服务，从代理销售网络实名起家。

B.代理销售大公司的网络产品
几乎每个网络公司都在做，不再举例。

C．网络基础服务提供

万网（www.net.cn）
新网互联 （www.dns.com.cn ）
新网（www.xinnet.com ）
中国频道 (www.china-channel.com )
商务中国(www.bizcn.com)
很多规模较小的公司也在做域名注册，服务器托管的生意，收入比较稳定。

D．网络营销策划和搜索引擎优化的专业公司
通王科技 （www.tongwang.com ）
冯英健 （www.jingzhengli.cn ）

9.其他盈利模式

盈利模式没有固定的，只有成功和不成功之分。现实网络中存在各种各样的盈利模式以及若干中盈利模式的组合。

总结起来，网站的盈利其实无非是，卖产品或者卖服务或者两者结合，区别是可能是卖别人的也可能是卖自己的

http://hi.baidu.com/c%5Fbotong/blog/item/3b2fdf5460c0d158d10906fe.html来源

3G Social Networking Goldmine

3G Social Networking Goldmine – communities-dominate.blogs.com – Tomi T. Ahonen
Technologies of Cooperation

When I first looked at Tomi Ahonen’s blog – Communities Dominate Brands – and immediately began ordering a copy of his latest book I had the familiar feeling of reading someone’s writings who “gets it” and “sees the imminent future“.

People know me in the Web Metrics Community as somewhat of an authority on Web Metrics, perhaps a “visionary” who sees where things are going, much as Howard Rheingold does in books like SmartMobs. It’s the artist in me that gave me the vision ot see Visual Sciences as the best Web Analytics Platform, bar none, leading many to take a closer look at that high end platform. It’s the same vision that tells me HitWise needs to be merged with Web Analytics vendors, that RSS subscribers are the main measure of loyalty, care of Seth Godin. And now I’m seeing the future in Tomi Ahonen’s ideas about 3G Mobile Networking – the goldmine is there – and he “sees” that goldmine – he knows it.
I think Howard believes in 3G Social Networking ….he wrote THE BOOK on it! Now Tomi Ahonen has taken that idea and ran with it …. looking at next wave ….. the 3G Mobile Social Neworking goldmine.

What’s the future? 3G Social Networking applications are worth more, today, than MySpace, YouTube, Flickr, Bebo, Second Life, Worlds of Warcraft, Skype etc!

“……..more revenues generated by similar social networking activity… on mobile phones of course. Led by such services as Cyworld from South Korea (in 6 countries), Mixi in Japan, Habbo Hotel from Finland (in over a dozen countries) and SeeMeTV in the UK, Italy and other 3/Hutchison markets – social networking on mobile is THE first elusive killer app for 3G !”

Today, many of those applications lie outside the mobile phone / device – perhaps a service one subscribes to – it’s not built into the software provided by the mobile network vendor (IE: TMobile, Verizon Wireless, etc). As far as what Tomi Ahonen is saying ….. I totally believe it and here’s why – illustrated by a story. I ran into two friends recently at an art opening in Brooklyn, Matthew and Nichelle, who are part of an art social network in New York that keep in constant communication with each other – they have Google Calanders sync’d in so they can see where each other is and meet up if they want. Matt and Nichelle do what I write about in WebMetricsGuru.com - they practice Social Networking – it’s in their bones ….. in fact they use DodgeBall and Plaxo to see all of their contacts in real time ….. hundreds of messages a day – hundreds of events a week in NYC – 4 people in this network (two I haven’t met yet).

That’s the power on real time 3G Mobile Social Networking……and the whole story of 3G Social Networking is being told for the first time by Tomi Ahonen in his blog and book Communities Dominate Brands.

How big is the pot of gold at the end of the 3G Social Network market THIS YEAR?

Informa tells us it is worth 3.45 billion dollars in 2006. Yes, mobile digital communities are worth more than online adult entertainment, or mobile gambling or multiplayer gaming or iTunes. Like we say in our book, Communities Dominate!

When I’m at Ad-Tech NY next month I’ll be sure to both attend the 3G Social Networking Sessions and put the speakers on the spot (as I’ll be interviewing many of speakers and companies for Know More Media’s www.WebMetricsGuru.com, my Web Metrics Blog that many influentials read (I found that out, to my surprise, at the EMetrics Summit in DC this month….me…they read my blog….yes they do), especially for Web Metrics – I’ll be covering Ad-Tech as a reporter / press). As Tomi says in a recent blog post titled: Why is mobile social networking worth $3.45b?

…..The story, is about people – and what we are – A “we species” – human beings are highly social and are built to be so. But industrialisation, mass-consumption, mass-media – although providing us with greater prosperity – denied us some of our fundamental rights as people.

And now we’re taking our Social Networking rights – enabled by technology.

But don’t believe my word….read Tomi’s blog which has – a lot of material in it – but he makes a case for Mobile 3G Social Networking being the real goldmine that should be looked at much more closely – given much more press than it has.

Links: Communities Dominate Brands – I’ll leave the rest of the links out…they’re all over the post.

10 Tips for Startups to Partner with Sprint

Sprint executives might be licking their wounds this morning after announcing that the company’s profit fell 52% for the third quarter¹. But yesterday Sprint’s Vice President for Partner Development and Product Innovation Paul Reddick was more than happy to dole out advice to mobile startups at the IBF Mobile and Wireless Investing Conference in San Jose. Reddick is basically the gate keeper for mobile startups looking to do a deal with Sprint. If you have a mobile application you want on Sprint’s deck, you better start buying this guy drinks.

Sprint is one of the most aggressive U.S. carriers when it comes to data services and new applications. That’s being reflected negatively in the company’s earnings right now, but that also means sometimes Sprint is the first carrier deal a mobile startup can make. Reddick says his team has looked at 4,000 ideas this year, and he’s held this position for around five years — OK, so he’s more than qualified to give advice to a room full of investors and entrepreneurs.

During a lunch time talk, Reddick showed off a long list of services and technologies that Sprint is looking to find more innovation in, like mobile video and location-based services. But he highlighted the mobile UI, which he says has not kept up with the pace of application innovation. (If you’ve got good UI ideas, you know who to pitch.) Reddick also decided to play father figure, and dole out a list of advice to startups and developers on how to work with carriers — check these out before pitching the Sprint team:

1. Know thyself — consider your scope carefully and be specific of what you do that is better than everything out there.
2. Know if you are a mass market or a niche application — mass market is hard to get right, because it has to be popular to such a wide audience. But also if you’re a niche application don’t expect to be placed on the deck.
3. Educate objectively before selling passionately — carriers see a lot of ideas, don’t oversell it.
4. Admit what you’ve accomplished versus trying to sell what is really a work in progress.
5. Be specific about what you want from the carrier. And know what the carrier has deployed in the market — at CTIA he says he had a guy pitching him an application that they had launched three years ago.
6. Provide differentiation.
7. Adapt to new models — he gives the example of Sprint bundling applications with the handset, which he says is a risky move and a big shift for Sprint.
8. Leverage new capabilties — like WiMAX.
9. Avoid asking him why your application can’t be on the Sprint’s deck — he says he hears a sense of entitlement. Go off deck.
10. His team focuses on finding innovation that can fix technology and service bottlenecks. Keep that in mind.

From Giga OM

China Mobile’s WVAS vision

China Mobile’s WVAS Vision

On August 18, China Mobile held a meeting with 20 of its leading SPs and several handset markers to discuss its future plans for Wireless Value Added Services (WVAS). The meeting succeeds the regulations China Mobile issued to SPs in July including the double-confirmation policy. The purpose of the meeting was to introduce new services and discuss strategic changes for WVAS, as the company endeavors to keep revenues up amid the unfavorable regulations. Mobile music, mobile video, mobile games, mobile IM, 2D barcode, mobile search and mobile blog have all been tagged as key applications for China Mobile as the company embarks on the 3G era. China Mobile also announced that it intends to work more closely with handset vendors and content providers to gain better control over the WVAS value chain.

Mobile Music and Video as Core Services

China Mobile has identified mobile music and mobile video as its 3G core services.  Given its ability to demonstrate substantially higher revenues than mobile video, mobile music is China Mobile’s highest priority WVAS this year.

Color Ring-Back Tone (CRBT), currently China Mobile’s greatest mobile music driver, has become one of the biggest revenue sources in terms of the company’s non-SMS data business.  CRBT revenue was RMB 2.6 billion (USD 325 million) in 1H 2006, accounting for 10.9% of China Mobile’s total WVAS revenues.  CRBT users rocketed to 128.4 million by June 2006, up from 57.9 million in June 2005.  Mobile music is also an important content source for other applications such as WAP and IVR.  As demonstrated by successful application in the 3G markets of Japan and South Korea, mobile music will become increasingly crucial for mobile operators as applications such as full-track music downloads are enabled in China.[...]

Mobile Games

China Mobile’s mobile game business has yet to achieve growth momentum because of limited user interaction and poor marketing.  China Mobile plans to create a game community channel under its mobile Java portal Baibaoxiang.  The operator will enable users of the game community channel to purchase items like avatars using virtual money. [...]

Mobile IM

China Mobile recently began trials for ‘Femoo’, its IM solution developed jointly with Huawei.  China Mobile aims to dominate the mobile IM market by integrating other WVAS applications into its IM platform.  The company is requiring handset makers to replace other SPs’ mobile IM software such as MSN and Tencent’s QQ with Femoo IM in their customized handsets.[...]

2D Barcode

China Mobile launched 2D barcode trials in 9 provinces testing both Data Matrix (DM) code and Quick Response (QR) code technologies.  China Mobile is currently focused on promoting DM code services to propel its WAP and mobile marketing business, since DM codes are mainly used to tag WAP websites.  The operator currently markets DM codes exclusively through Beijing-based Gmedia, and directs their services towards corporate users such as advertisers and SPs.[...]

Control over Free WAP Portals

By the end of 2005, free WAP websites generated over 80% of China Mobile’s GPRS traffic, according to sources close to China Mobile.  Free WAP portals are building up their brand names as rivals of China Mobile’s Monternet portal.  In response, China Mobile is reinforcing its leading role in the WVAS value chain by cracking down on free WAP portals.[...]

China Mobile: More Dominant in 3G?

China Mobile is tightening control over its WVAS value chain, copying the walled-garden approach in Korea and building up the Monternet brand name in preparation for 3G.  The operator has issued a series of strict rules to SPs to reduce customer complaints and purge smaller SPs from the market.  China Mobile is also deploying its own new applications, including mobile IM and mobile search, as well as playing a dominant role in 2D barcode and mobile blog.  Closer cooperation between China Mobile and CPs on mobile video and mobile music services is intended to continue in exchange for the increased 50% revenue share that China Mobile will take for these services.   [...]

P2p Pineer in music world

This is a pioneer. Although their technology is still based on blue tooth, the business revenue model is very good and possible for impoementation.

Melodeo Unveils Peer-to-Peer Music Sharing Functionality; Users Can Now Pay for and Share Full-Track Downloads Legally and Securely from Mobile Phone to Mobile Phone

SEATTLE — Melodeo, Inc. today announced new peer-to-peer music sharing functionality with its Melodeo Mobile Music Solution. Available during the first quarter in Europe, mobile phone users will be able to securely send full tracks that they have purchased, from one mobile phone to another mobile phone via Bluetooth wireless technology. Melodeo, a Seattle-based company, provides music to wireless subscribers through its Mobile Music Solution. The Mobile Music Solution resides directly on the user’s wireless phone, allowing consumers to quickly and easily shop, preview, purchase/download over the air, and play and store full-length music tracks.

“We’re thrilled about Melodeo’s peer-to-peer functionality, because it is secure and all parties are compensated when music is shared. This makes it a huge win for artists, music publishers, record labels, operators and mobile phone users,” said Don Davidge, senior vice president, Melodeo. “We expect that as the service grows it will not only be a significant source of revenue for artists, publishers and labels, but will also bring music to new audiences. Ultimately, we anticipate that sending a song will soon be as common as sending a text message or making a call.”

Wireless Operator Support

Wireless operators are deploying Melodeo technology on their networks to offer their subscribers access to Melodeo’s extensive music library. With the service, consumers can easily purchase and download full-length songs directly from their handsets, over the air, to their wireless phone. Music tracks that have been downloaded via the carrier’s network can then be “super-distributed” via Bluetooth. Tracks sent via Bluetooth technology do not use the operator’s network bandwidth, and therefore represent a highly efficient distribution mechanism for digital music. Melodeo’s DRM solution fully protects the tracks in both download and peer-to-peer activities.

Many industry analysts see the mobile music market growing exponentially in the coming years. Jonathan Coham, analyst with the Radicati Group, believes that “wireless music delivery is the next logical step. For music labels and artists, the appeal of wireless music delivery is that DRM ensures they will be compensated for their work. Melodeo’s distribution model makes for a quick go-to-market strategy, which, combined with an innovative peer-to-peer approach, looks set to stimulate a strong level of interest in the industry.”

Using the Peer-to-Peer Feature

To use the peer-to-peer feature, users simply select a song from the play list of tracks on their mobile phone. They then send the full track to another user with a Melodeo-enabled mobile phone located within Bluetooth range. The song file, which is DRM protected, pops up on the recipient’s mobile phone and he or she can listen to a 30-second preview of the song. If the person likes it, he or she can easily choose to purchase it and the Melodeo server then sends a decryption key via the carrier’s network to unlock the song, and bill the purchase to the recipient’s account. The Melodeo peer-to-peer system will also be used to send music as a gift, with the charges billed to the sender’s account.

A sender who shares music with a friend may also be eligible to receive a reward from the operator after the friend purchases a certain number of tracks. For instance, after the friend purchases four songs, the user who recommended them or gifted them may be given a complimentary track of a song from the operator.

Quick, Easy-To-Use Solution

Melodeo’s Mobile Music Solution includes an extensive music catalog provided by Warner Music Group and other record labels. Finding songs or an artist in this catalog is easy with a patented “power-search” capability. With just a few keystrokes, users can quickly and easily access the music they want.

The Mobile Music Solution includes personalization of a user’s music catalog based on the user’s preferences. Intelligence capabilities enable the solution to discover an individual’s unique music preferences and offer customized recommendations to the subscriber.

Melodeo’s software incorporates the most advanced audio codec, aacPlus from Coding Technologies, which produces music files in the 500 to 750K range, significantly smaller than a typical MP3 file, in a solution that is downloaded, not streamed, saving valuable bandwidth. While phone memory varies by brand, users can expect to store roughly 75 to 125 tracks with 64MB of memory.

About Melodeo

Melodeo is entirely focused on the music mobile phone market. Melodeo, Inc. is a privately held company in Seattle, Washington, dedicated to creating software and services to bring music to mobile phones. The Melodeo Mobile Music Solution provides wireless operators and phone handset manufacturers the means to provide secure digital music to wireless subscribers in an easy-to-use, dynamic user interface. Recognizing the growing market for wireless content, Melodeo offers its easy-to-use distribution model that at the same time supports the Digital Rights Management initiative, securing artist and label compensation. For more information, visit the company’s website at http://www.melodeo.com, or send email to info@melodeo.com.

From business wire.

PeerBox P2P interface

PeerBox GUI.

Social Networking Goes Mobile

So-called “friend sites” are wising up to wireless. Before long, everyone’s cell phone might make space for MySpace

MySpace is dipping its toes into wireless waters — and is poised to take a plunge. In April, the social networking site struck a partnership with Cingular Wireless, the largest U.S. mobile-phone service provider. In May, wireless startup Helio began offering phones preloaded with MySpace features.

Under the Cingular deal, subscribers get short text messages when new comments or friend requests get posted to their MySpace profile. Helio phones include applications that make it easy for customers to view friends’ profiles and post comments and photos onto MySpace (see BW Online, 05/03/06, “Helio’s Hot New Line”).

BUILT-IN BENEFIT.  The site is pleased with what it’s seen so far. “We thought there was significant demand for this, and our initial thoughts were confirmed,” says Colin Digiaro, senior vice-president of sales at MySpace, a property of News Corp. (NWS ). “[Now,] our advancement into mobile is one of the key initiatives on MySpace, extremely key to our growth. It’s a huge opportunity.”   So huge, in fact, that MySpace plans to make its mobile features available through all major U.S. carriers by early 2007, says Digiaro. If MySpace has its way, the network’s mobile applications will come preloaded onto all mobile phones sold, becoming as integral a wireless handset feature as an alarm clock, calendar, or mobile e-mail, says Digiaro.

MySpace, which boasts some 80.7 million registered users, isn’t alone in betting on a wireless social networking future. Companies including Google (GOOG ), Yahoo! (YHOO ), and Facebook.com, the college and high school community site, have designs on mobile social networking as well.

FASTER FEEDBACK.  Many industry analysts have yet to make forecasts for this nascent market, but early signs suggest there could be demand, particularly from teens and young adults. Already, 33.2% of 18- to 24-year-old Americans post photos to Web sites via mobile phones, according to mobile consultancy M:Metrics. By contrast, only 18.7% of these young adults play downloadable mobile games, one of the most successful forms of mobile content to date — and a $600 million market in the U.S. last year, according to consultancy IDC. “This suggests to me there’s absolutely interest in participating in mobile social networks,” says Mark Donovan, an analyst at M:Metrics.

Just how big could mobile social networking get? This application’s usage could become “as big as online social networking,” says Dennis Crowley, founder of wireless social network Dodgeball, owned by Google. About 45% of active Web users have been to online social networking sites, according to a recent study by Nielsen/NetRatings. As MySpace expands beyond its core market of teens and young adults, “We expect penetration of MySpace mobile to match penetration of cell phones,” which are owned by 80% of Americans, says Digiaro. Mobile access could become even more prevalent outside of the U.S., where in some cases more people use cell phones than personal computers to surf the Web.

Indeed, it’s the cell phone, rather than the personal computer, that’s the constant companion for today’s hip and socially networked. Why wait till you get home to log onto the PC to tell your 20 closest personal friends about your date? Teens can use a network-friendly cell phone to relay stories, pictures, and videos instantaneously. “You can use [the mobile application] in this two- or three-minute gap while waiting for a train,” says Kakul Srivastava, product manager for photo-sharing site Flickr, which is owned by Yahoo and allows for mobile picture posting. “People are out there, living their lives. They are not sitting in front of the computer.”

CLICK OF THE FUTURE.  Cell phones offer other capabilities PCs lack. Dodgeball is working to allow users to see an up-to-date map of friends’ locations, collected through the Global Positioning Systems (GPS) available in most phones. When users of JuiceCaster.com, a property of mobile marketer Juice Wireless, post pictures or video from their phones, the service will soon automatically provide information on locations where the pictures were shot.

Venture capitalists are taking note. In April, Juice Wireless closed its second round of funding, raising $3.5 million from a group led by 21 Ventures. Juice will use the proceeds to grow its social networking service.

Wireless industry giants aren’t sitting still either. In April, Facebook began allowing users of Cingular, Sprint Nextel (S), and Verizon Wireless to receive friend requests on phones and reply via short text messages (SMS). In April, the world’s largest cell phone maker, Nokia (NOK ), said planned multimedia phones will come integrated with Flickr, allowing users to post photos shot with their mobiles onto the Flickr site with one click. “Virtually every online social network application is going to have a mobile component over the next year or two,” says Jill Aldort, an analyst with the Yankee Group.

Wireless social networking could mean big bucks for the service providers that charge $5 or more a month for Web time. MySpace users spend an average of 215 minutes a month on the site. Cingular, which currently hosts four social networks — Rabble, CoolTalk, MySpace, and The Facebook — hopes to host as many of those networks as possible in the future, says David Garver, the company’s executive director for segment marketing and sponsorships. The carrier also is working to extend the number of features offered to mobile social network users. “Will social network applications be some of the biggest applications Cingular sells? Yes,” Garver says.

HOOKING UP.  Within two years, at least 5% of all text messages sent through wireless networks may relate to social network interaction, estimates Tole Hart, an analyst with Gartner. Today, SMS is a $3 billion market in the U.S. The application could also encourage more users to buy unlimited data plans, allowing for mobile Web access. Finally, there’s mobile advertising to fall back on. Because they group users into highly targeted categories, such as music fans or people located in a particular city, mobile social networks might be able to charge a premium for ads, says Nick Desai, founder of Juice Wireless, which plans to start selling ads on JuiceCaster in September. “Advertisers are very excited,” he says.

While standalone wireless social networks like SMS.ac and Dodgeball pioneered the genre, they and sites like them are increasingly partnering with other sites to gain traction. “I don’t think there’s a lot of opportunity for networks built entirely around a wireless persona,” says Charles Golvin, an analyst with Forrester Research. “What’s going to be much more successful are extensions of existing communities.” Dodgeball, for one, is talking to fellow Google property, Orkut.com, which is hugely popular in Brazil; details on the collaboration are not yet available.   Much still remains to be done to smooth out the wrinkles of mobile social networks. Phones have to allow for easier typing. Carriers have to introduce more features, making mobile social networking a truly rich experience. And mobile communities may have to grow from tens of thousands of users today to millions of users.

EASY SELL?  To generate buzz, many mobile communities are readying new marketing campaigns. This summer, JuiceCaster.com will challenge users to go into one of 100 selected restaurants and post mobile reviews. Every week the company will draw three winning restaurants, rewarding people who reviewed them with $100 bills. And Google might kick off a marketing push around Dodgeball later this year, says Crowley.

But judging from the earlier successes of plain old social networking, marketing the mobile message may not be a very tough sell at all.

Will Mobile Ads Work?

Will Mobile Ads Work?

Written by Katie Fehrenbacher- Posted Monday at 6:30 AM

Analysis

Advertising might be the salvation of content creators on the web, but will it translate to the small screen? That was the big question on everyone’s mind at CTIA last week. The optimists (read start ups) hoped that ads could catalyze the mobile content market, by offering consumers free stuff. And we all love free.

At the show Sprint Nextel said that it would start offering a banner ad service on its deck powered by mobile startup Enpocket. And MVNO Amp’d Mobile said that it will offer ad breaks in its video channels sponsored by Procter & Gamble. While mobile ads might have been a well-worn topic at CTIA, the market for mobile content and mobile ads is pretty nascent, giving startups like Enpocket hope that they can create decent businesses off of cell phone ads.

One of those hopefuls is San Francisco-based Mobileplay, and we met with the company at CTIA. The 20-person company’s service aggregates mobile media content, like news sites and weather reports, into an ad-supported free service that can be downloaded and accessed from a variety of smart phones.

Mobileplay CEO James Ryan is a former journalist and mobile media exec at AvantGo, an early mobile ad company, and said that the company is now working on raising a Series B that it’s looking to close over the next few months. The company previously raised a $2 million Series A funding last year from Rustic Canyon Partners.

Mobileplay’s service is pretty limited for now, with only around 35 content partners and a downloadable application offered via mostly Blackberrys’ and Treos’. But the idea is a good one. Help content companies mobilize and get a revenue share from advertising while the carriers are mostly sitting on their hands.

Other mobile ad companies like Third Screen Media, and Enpocket are building businesses off of helping content companies serve up banner ads mostly within their own mobile WAP sites. Think Double Click for mobile. AdMob, is a Sequoia Capital-backed startup that is creating an adwords type model for mobile, replicating Google’s web advertising model. mFoundry is another startup that has a mobile ad platform for content companies looking to offer ad-based mobile content without a subscription. mFoundry CEO Drew Sievers says that mobile ads even have the potential to significantly boost wireless data usage.

Of course he admits he’s drinking his own kool aid, but the conversation about mobile ads has come a long way over the past few years. Several years ago companies were clamoring about SMS-based advertising, which always seemed like a really bad idea. (That’s a pure ad in a text message form, not necessarily SMS-marketing, which has some interesting applications, especially when combined with print and TV ad campaigns). But with the mobile web experience getting a little closer to PC-based Internet browsing, the mobile ad market can now take a cue from Internet ad models—less intrusive ads for free service.

No doubt there are still major differences to consider between ads on the deskstop versus the cell phone. During a panel discussion at CTIA, Verizon Wireless COO Lowell McAdam said, “More than the PC the cell phone is a personal space. If customers get an ad they don’t like, we are going to hear about it. We are moving slowly on this.”

Verizon Wireless’ claims that it’s slow on ads out of customer concern, which, strikes us as a little ridiculous. It’s likely more about having control of the revenue from the ads, than any thing else.

Slow moving carriers might be the best thing right now for the mobile ad startups, though eventually some will end up making deals with major carriers. There was a lot of rumors at the show that Verizon would start an ad service similar to Sprint’s in the coming weeks. As for the startups, there will likely be considerable consolidation, and could even end up being interesting acquisition targets by Internet ad companies looking to offer a mobile component.

The question remains though, will an ad-based subscription-free content model become popular on cell phones to the extent that it has on the Internet? Or will subscription-based mobile content always rule on cell phones?

Category: Mobile, Featured | Tags: Mobile Ad Networks, Mobileplay, Enpocket, AdMob, mFoundry, Third Screen Media, Verizon | Digg | Reddit | Bookmark | Send

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Will Mobile Ads Work?

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1. In a word: no, they will not work. The models that are being used to distribute mobile ads don’t cater to mobile device usage and in many cases hinder the mobile experience. Mobile ads work when they are not an ad in appearance and can dissolve some of the aspects of mobile computing that people take for granted. Clicking on an add, receiiving a text message, or downloading a reader that is ad supported won’t cut it.

   If advertisers want to take advantage of the mobile space, they must give space to people to be people and then live within the personal rules of mobile computing. Its too fluid of an arena for it to be anyting near successful otherwise.

2. No company wants to be the first. However, with Sprint dipping into the ad space, I am sure that their competitors will follow. As other markets have proven, people will be willing to deal with ads if they can save money. In addition, mobile content is how more and more people will get and share information. It only makes sense that the advertisers will soon follow.

3. Let’s face it, Mobile Ads will suck.

   http://www.bumpbox.com/?p=133

   Reading anything detailed on mobile is painful enough, can you imagine having to now navigate through ads as well?

   The mobile audience has to grow as well; the mobile web user base isn’t nearly as large as the traditional web user base.

3G增值业务创新与市场需求

技术的发展和进步是历史进程的必然趋势，先进的技术不断给人类的生活带来更多的便利和情趣，不断促进生产力的发展，不断推动人类社会的进步。目前，比较成 熟的第三代(3G)移动通信技术会给我们的生活带来变化吗？会带来什么样的变化呢？通过以下几个问题的探讨，希望读者会得到有益的借鉴和启发。 一、第三代(3G)移动通信系统在技术层面的进步 第三代(3G)移动通信网络不外乎是提供语音业务和高速数据业务的基础网络平台，3G时代的基本语音业务其通话质量会进一步提高；3G网络能够提供符合 QoS要求的更高速数据业务(商用产品已经实现了384kbit/s的速率)，这方面确实优越于现有的2G数据业务。此外，交换机制在传统的电路交换基础 上，又引入了包交换技术。最后一点就是3G技术采用了更先进的无线信道编码机制，大大优化了网络的利用率。上述三点可以说是第三代(3G)移动通信系统在 技术上的突破。 二、移动增值业务 在2G移动通信网络的平台上，已经开通了林林总总的移动增值业务，其 中有些业务在3G网络的强有力支持下，会为用户提供更加优质的服务。对于3G业务有哪些问题， 从不同的观点出发有多种多样的答案。例如可以划分为通信类业务、查询类业务、娱乐类业务、互联网接入业务等等。 通信类业务通常包括基 础语音业务、移动视频电话(视频流媒体)业务等。3G以能够提供符合QoS要求的高速数据业务优越于现有的2G业务，但基础语音业务仍会是主要业务。3G 时代的基本语音业务其通话质量进一步提高，可能接近于固定电话的音质。需要强调的是，移动视频电话业务只有在3G网络上才能真正得以实现。移动视频电话 (视频流媒体)业务对网络带宽要求高，3G网络的高速数据传输率能够非常好的支持视频电话业务。目前看来移动视频电话业务应该成为3G的代表性业务，通过 移动视频电话业务的推广应用，会促进3G网络的进一步发展。移动视频业务的市场更需要形式丰富多彩、内容新颖别致的音频视频节目内容，但考虑到移动视频电 话业务的特点，提供的业务内容必须简洁、有个性、易于交互性操作。 查询类业务。随着无线数据传输能力的进一步提高，通过手机可以方便 获取交通实况、票务预订、餐馆指南、机票信息、字典服务、手机银行、电话簿、城市信息等等查询类信息，满足更高层次的衣食住行等生活需要。由于3G网络的 大容量与高传输速率，它支持的查询类业务更多的是图文并茂的实时交互性内容。 娱乐类业务的代表是音乐点播、影视点播(流媒体)业务。 3G时代这类业务的质量会达到前所未有的水平。用户甚至能够以2Mbit／s的速率尽情点播所喜欢的歌曲和电影，点播体育新闻和查看体育赛事。其语音和画 面质量是2.5G网络所不能及的。当然，影像图片、MP3铃声下载业务也最受用户欢迎，是目前成功的增值业务。 互联网接入业务，一般 认为3G移动通信技术会促使移动通信技术与互联网更好的融合。一旦能够方便地接入互联网，移动手机用户就可以享用互联网上无穷无尽的信息资源。用户不仅可 以在3G手机终端上撰写、收发、保存电子邮件，还可以收发文字、图片、动画、影像等多媒体信息，届时交互性操作会更加简单，更加符合人们的习惯。 移动增值业务的用户或是个人用户，或是企业用户。为企业用户提供增值业务是一个大有可为的发展方向。分析研究不同行业的特殊性，从而为用户提供真正需要的服务。 物流运输业：工作人员流动性高，动态调度是提高工作效率的主要方法，配合智能路由规划从而节约汽油费的成本开支。有吸引力的增值业务：语音业务，短信和多媒体短信，路由图(包括定位功能)。 安全执法部门：工作人员流动性高，需要移动通信的支持来保障人员的安全(报告状态，呼叫请求支援等)，现场信息需要及时验证。有吸引力的增值业务： 语音业务，短信和多媒体短信，路由图，定位业务，数据库接入业务。 信息通信行业：工作人员流动性居中，信息化程度较高，对服务的要求也高。有吸引力的增值业务： 语音业务，电话会议，短信和多媒体短信，电子邮件，即时消息，数据库接入业务，虚拟专用网，日期时间踪录业务，差旅费电子报销业务等。 公用事业(气，水，电)单位：大量现场工作人员维护管网基础设施，故障修复时间的长短是衡量他们工作的关键指标；故障修复时间越短，越节省资源。有吸引力的增值业务： 语音业务，3GPCMCIA卡数据库接入业务，日期时间踪录业务，PoC业务等。 三、移动通信公司已经提供的移动增值业务 现在，我们可以看看移动通信公司提供的增值业务的情况。其中有些业务是在2G网络上开通的，但是，有很多业务在3G网络上会给用户提供更快、更好、更符合人们使用习惯的服务，继续创造更大的价值。 1.中国移动提供的增值业务 包括彩铃、点对点短信、邮箱彩信、梦网像册、手机+笔记本上网、娱音在线、IP电话、手机钱包、手机银行、168信息点播、点对点彩信、百宝箱、随e行、梦网短信(梦网彩信)和手机证券。 2.T-Mobile通信公司提供的移动增值业务 随用随付费(Pay As You Go)：多少有些象我们使用的神州行业务，用户随时可以检查自己的剩余信用额度，不够用了，就买一张新卡，输入一串激活号码，为手机充值。 电子充值(e Top Up)：这种业务免去了买新卡输入一串激活号码的繁杂手续。用户只要购买具有按需付费功能的手机，外加一个磁卡，登记注册即可。当需要充值时，到特许店交钱、划卡，购买的同时会自动充值到手机。 文本消息投票：短消息业务通常情况下是单向的，用户只能接收短消息。利用“文本消息投票”业务，用户可以方便地使用手机投票。 批量消息(Bulk Messaging)：此业务对航空公司有用，利用这项业务可以方便、及时地告知广大订票客户他们的订票状况。 定位业务：3G网络的高速数据传输率使得定位业务具有了方便、快捷、准确的服务品质。其最大特点就是手机屏幕上显示数字化地图。因此，该业务具有广泛的应用前景。 定位业务和因特网相互配合，利用因特网人们可以找寻家人的所在，通过因特网上的详细地图，还可以形象化地看到家人在何处，何时向何方运动等信息。 利用3G定位业务，家长可以随时获取孩子是否安全抵达学校，是否在学校等信息。 医疗急救和消防部门可以利用定位业务快速确定紧急事件的地理位置，更加及时准确地提供紧急救助服务。 定位业务能够提供“量身定制”式的广告服务。商家购买了这种广告服务，使用3G定位业务的手机用户在靠近该商家的店铺时，手机屏幕上会自动出现这个商家的广告。 四.业务创新与市场需求的关系 很显然，移动公司需要不断开发各种3G业务，它们是市场成功的必要条件。没有可以应用的业务，市场成功与否无从谈起。只开发出来3G业务，并不是3G业 务能够在商业市场上成功的充分条件。这里有两个基本经验非常值得借鉴：在开发3G业务时，首先考虑考虑信息产业的源动力；其次，需要重视相关产业链在3G 业务成功要素中的作用，终端、内容提供商、计费、服务等等，缺一不可,共赢的理念在这里得到了最好的体现。中国移动通信集团公司的副总裁鲁向东先生对这两 个基本问题做过比较深刻的阐述，有必要在此复述其大意，希望大家能够从中受益 信息产业发展的源动力：市场的需求是一个源动力，实践已经证明，个人通信越来越成为人类发展的重要需求，随时随地随身可用的通信手段才能满足人类获取信 息，处理信息和交流信息的迫切需要。技术发展也是强大的驱动力，20世纪60年代以来，信息技术尤其是通信技术和互联网技术的飞速发展极大地推动了相关产 业的发展，新理论、新技术、新产品层出不穷，这些转化成生产力，积极地推动了人类社会的发展。竞争也是驱动力，在监管下的公平，公正的竞争，可以促进相关 产业快速地，健康地发展。 业务创新的关键：第一关键点，把握好技术解决方案和最终市场需求的平衡点，这个平衡点是非常重要的，把握不 好，不可能实现真正意义的业务创新。商业上体现不了其价值的创新，只能称其为业务方案(或技术方案)。大基金投入的基于卫星通信网络的全球移动通信系统， 并没有取得商业上的成功，原因主要是这项应用技术与消费者的接受程度和消费者的需求之间存在很大的差距。 第二关键点，一定要把握好商 业模式，没有一个很好的商业模式，业务创新也不会成功。在移动数据业务和移动接入互联网业务的发展初期，相当的企业都看到了这个业务有很好的前景，移动公 司提供无线接入平台，SP唱戏，是我们中国发展移动增值业务的一个成功的商业模式，我们今天可以说它确实对中国的移动增值业务的发展起到了很大的促进作 用。日本I-mode取得成功，实际上是其商业模式的成功。 第三关键点，业务创新必须基于多赢的理念。无论是运营商、设备厂家、SP、CP，还是我们的用户，还有用户的用户，都要赢；如果产业价值链有一环不能盈利，整个产业也不会成功。共赢的业务创新才有不断发展的源动力。 面对浪潮起伏的市场，讨论技术应用，讨论网络规模，讨论业务创新，我们应该首先考虑如何让所有的投入为产业链带来价值，如何为我们的用户带来真正的价值，如何为我们的用户的用户带来真正的价值，这应该成为业务创新的正确指导思想。

第二代彩话 移动增值业务的下一个沸点

近日，一款在手机上使用的彩话软件――MOMO正在年轻时尚一族中悄然流行。外企职员小张兴奋地告诉记者，现在他可以把自己手机里的音乐设置成跟朋友们通话过程中的背景音乐，以营造不同的通话氛围。何谓“彩话”？即“个性化背景音通话”，是一项可以在通话过程中自由选择播放个性化背景音以及插播各种特殊背景音效的业务。

　　“不温不火”的第一代彩话

据了解，最早的彩话业务出现于欧洲，当地的运营商为用户的对话配上各种声音背景，例如堵车、开会、地铁等音效，由此满足一些用户的开玩笑或者搪塞理由的特殊需要。随后，彩话开始在日本、韩国风行。

2004年4月广州移动率先为动感地带用户开通彩话服务，这一业务才在国内正式登陆。随后，电信、联通、网通等运营商也在各地进行试点，开始了第一代彩话业务的运营。但因为技术局限等因素的影响，彩话业务一直未达到十分理想的增长局面

不过彩话业务潜在用户需求所映射的巨大市场前景，使业内始终看好其未来的发展，各方力量也一直在为彩话的“沸腾”而备战。据记者了解，小张所说的这款MOMO彩话软件就是WAP门户网站摩网于近期推出的。

　　“一厢情愿”到“两情相悦”的第二代彩话

据了解，运营商推出的“彩话”是由主叫方在拨出电话号码前加拨一个特殊服务号码才能在通话中使用由主叫方选播的各种音乐；这种基于IVR平台来实现的“彩话”业务必须由主叫方来操控，被叫方只能被动接受。

而时下正流行的手机客户端彩话软件——MOMO颠覆了现有“彩话”的语音通话方式，使操作更简便，用户只需在手机上预先安装软件即可自由管理自 己手机上的音乐；更重要的是，无论是在拨出还是呼入的通话中都可以使用，满足了拨出和呼入双向的个性化需求。业内分析人士则认为，以MOMO为代表的第二 代彩话的解决方案将促使彩话业务的发展进入一个全新的时期。

记者还了解到，目前免费使用的MOMO公测版除了提供彩话服务外还具有在线交友聊天（包括跟MSN好友互通聊天）、定位、浏览资讯等强大的娱乐功能。

随着未来3G的到来，人们对手机娱乐化的要求越来越高，更多的移动增值业务也将应运而生。以MOMO为代表的第二代彩话能否成为移动增值业务的又一个沸点？我们拭目以待。