中國無線營銷發(fā)展論壇演講稿

OverviewandTrend

ofMobileMarketinginChina

JoshuaMaa

MadhouseInc.

China’sLargestandMostIntelligentMobileAdNetworkApril2021In2021,MobileInternetUsagehasContinuedtoGrow…Mobilephoneusers640mm

InternetMobileInternet118mmTotal:298mmMobilephoneusers750mm

InternetMobileInternet233mmTotal:384mmNetincreaseintotalmobileusers:110mmNetincreaseininternet(inc.mobile):86mmNetincreaseinmobileinternetusers:115mmSource:CNNIC,31Dec2021Source:CNNIC,31Dec2021Mobilewebusersarehighlyactive,withalmost71%ofusersusingthemobileweb5-7times/week……and78%ofusersvisit3ormoremobilesitespervisitSampledescription：N=36286；Basedonresearchon15mainmobileportalsinJuneandJuly2021…WithaBroaderGroupofPeopleUsingtheMobileInternet…Almost2xincreaseinmobileinternetusersover25andthosemakingfromRMB2,000tooverRMB5,000from2021to2021Source:iResearch2021Source:iResearch2021100%100%Total:73mm155mm

73mm155mm

26%74%43%57%15%85%28%72%MobileInternetUserAnalysisSource:iResearch2021Sampledescription：N=36286；Basedonresearchon15mainmobileportalsinJuneandJuly2021MobileInternetUserAnalysisSource:iResearch2021Sampledescription：N=36286；Basedonresearchon15mainmobileportalsinJuneandJuly2021MobileInternetUserAnalysisSource:iResearch2021Sampledescription：N=36286；Basedonresearchon15mainmobileportalsinJuneandJuly2021China3GDevelopLandscapeSource:ChinaMobile,ChinaUnicomIRrelease,MIITdatareleaseAfterChinaUnicom’sWCDMA3GnetworkcommerciallylaunchedinOctober2021,China3Gsubscribersamounthasbeenshowingarapidgrowthtrend.MobileContentDeliveryCapacityBoomsin3GNetworkMMSAds2/2.5Gnetwork3GnetworkRingBackToneAdsSMSAdsMobileinternetbannerAdsMobileinternettextlinkAdsSearchengineAdsBluetoothFlashAdsVideoAds3GAppAdsMobilein-gameAdsKeywordsAdsMobileSNSLocationbaseAdsMobileMicroblogSMS/MMS2.0MobileIM…CarriersareAggressivelyPromotingMobileInternet…Loweringofdatatariffs:ChinaMobileincreasedtheamountofdataprovidedinmobileinternetplanswhilekeepingtariffsfixedin2021,andtodate,feeshavebeenfurtherloweredbyGuangdongChinaMobileandotherprovinciallevelcarriers.FromDecember,ChinaMobilehaslowerednon-dataplanratesRMB0.01/KBtoRMB0.001/KBinmostprovinces,1/10oftheoriginalrate.Strong3GDevelopmentEfforts:Therewereapproximately2.3mm3Gusersasofmid-2021.ChinaMobilelaunchedaRMB600mmfundtosupportTD-SCDMAdevelopment,withapproximately11TD-SCDMAphonesasoftheendof2021.KeyOEMssuchasRIMandNokiahasalsoannouncedsupportforTD-SCDMAphones.…andKeyPlatformshavebeenReleased…2021markedthelaunchofanumberofkeyhandsetsinChina,namelyChinaMobile’sinitialOPhone(theLenovoO1)andChinaUnicom’siPhone.TheMotoDroidandGoogleNexusOnewerealsoreleased,andinthelatter’scase,announced,withfavorablereviews.OPhone(LenovoO1)(ChinaMobile’sinitialAndroidPhone)

iPhoneMotoDroid…andNumerousPlayersareLaunchingandAggressivelyPromotingMobileAppStores…AllofChina’smobilecarriers,anumberofmobileOEMs(Nokia,Moto,Samsung),andotherplayers(MTK/Vogins,etc.),havecreatedmobileappstoresandareworkinghardtoincreaseusageandtheamountofcontentintheirstores.MobileCarriersCMCCMobileMarketCUAppStoreCTAppStoreOEMsNokiaMotoSamsungOtherMTK…LeadingtoMoreHighQualityMobileContent…TopPortalsTopVerticals4oftheTop5mobileinternetplayersareinternetplayers…Andoutofthetop100internetsites,over80hadmobileversionsThegovernment’santi-pornographyeffortswillalsohelpimprovecontentqualityMobileSNSMarketingisGoingtoBeBigEstablishedBrandsStillComprisetheMajorityofMadhouse’sTraffic,butOtherOEMsareGrowingQuicklyBasedonMadhousenetworkdata,theestablishedOEMshaveretainedmarketsharein2021,withtheexceptionofSonyEricssonandMotorola,whichhaveseensharedecreasebyapproximately38%and52%fromthebeginningoftheyear.Inturn,trafficfromotherbrandshasincreasedby24%.1Q2021MobileInternetPhonesbyBrand4Q2021MobileInternetPhonesbyBrandSource:MadhousemarketintelligenceSource:MadhousemarketintelligenceScreenSizesHaveContinuedtoIncreaseQuicklyMobilephonescreenresolutionshaveincreasedextremelyquicklywith240pxphonesincreasingfrom12%ofphonesseenin1H2021to51%ofphonesseenin4Q2021;usersareshiftingtowardshigher-endphones.2Q2021MobileInternetPhonesbyScreen4Q2021MobileInternetPhonesbyScreenSource:MadhousemarketintelligenceSource:MadhousemarketintelligenceTheMajorityofTrafficonMadhouse’sNetworkisDerivedfrom“Other〞OperatingSystems…4Q2021MobileInternetPhonesbyOS4Q2021MobileInternetPhonesbyOSSource:MadhousemarketintelligenceSource:MadhousemarketintelligenceNote:“Other〞includesnon-detectablephonemodelsfrommajorhandsetbrandsandMTKphones.“Other〞operatingsystemshavecontinuedtoincreaseshareonMadhouse’snetwork.In2021,Mediatekisexpectedtohaveshippedover170mmchipsetstoChinaalone.…andSymbianStillComprisestheMajorityofSmartphoneOSTraffic…4Q2021Phones,SmartphoneOS4Q2021Phones,SmartphoneOSSource:MadhousemarketintelligenceSource:MadhousemarketintelligenceNote:SymbianS40notconsideredsmartphoneoperatingsystemduetolackofmulti-taskingetc.SymbianstilldominatesthetrafficonMadhouse’snetwork,withshareofsmartphonesactuallyincreasingfrom4Q2021to4Q2021.…ButNewPlatformsareEmerging…Source:MorganStanleyNewdeviceplatformssuchasiPhoneandAndroidtypicallyaccountformultiplesoftheirshipmentvolumeintermsofWAPandInternetvisits,versusfractionsofshipmentvolumeforSymbianandRIM.RichMediaMobileAdNetworkFlash-basedads,aswellasthoseusingJavascript,arenowtoolsthatmaybeusedtodeliverhigh-impactadvertising.RichMediaMobileAdNetworkFlash-based

ads,aswellasthoseusingJavascript,arenowtoolsthatmaybeusedtodeliverhigh-impactadvertising.EvolutionoftheMobileSite1.X2.0HTMLWidget馬刺輸在缺少第三點(diǎn)MobileInternetEvolution2005-20062021-20212006-20212021-2021MobileProvidesReach,Interactivity,andTrackabilityMobileisbecomingoneofthemostcost-effectivemarketingplatforms.Massive+Personalized+Always-onInteractivityMobile=IntegratedInteractiveCampaignsareCriticalforDigitalStrategiesinChinaDigitalMarketing=Internet+MobileMobilephoneusers750mm

InternetSource:CNNI