Chapter 49 Focus Wireless: Change the moment you look at your phone

In 2006, the number of text messages sent in China reached a staggering 430 billion. The development of the mobile advertising market will benefit from the huge mass base and the advantages of "personal media".The huge number of mobile phone users indicates to a certain extent that China's mobile phone advertising market is gaining momentum.According to data from iResearch Consulting, since 2001, the number of mobile phone users in China has experienced rapid growth. In 2006, the number of users increased by nearly 300 million compared with 2001. With the advancement of technology and improvement of services, the proportion of value-added service customers has also increased significantly. 30% in 2001 increased to 80% in 2006, and the number of value-added users in 2006 was 10 times that of 2001. After 2004, the advanced value-added service WAP also achieved rapid growth. "By 2008, China's WAP users will reach 230 million." iResearch further estimates.

Mobile phones are becoming more and more popular, and many people never leave their "mobile phones" all day long, and people never leave their "mobile phones".The intimate "contact" between people and mobile phones, it is no wonder that more and more advertisers shouted such a slogan: "Change, at the moment of looking at the mobile phone." As a new form of media, mobile TV, mobile phone download movies and music and other systems have already had a certain mature experience in the United States, Canada and Western Europe.In the United States, there are more than 200 websites and mobile video advertising service providers, and their revenues reached hundreds of millions of dollars in 2004-2005 alone; in the UK, the operation of mobile entertainment and mobile video models has also achieved the same success .

Experts predict that mobile phones will bring new changes to people's lifestyles - people can watch news, watch sports games and enjoy music videos anytime and anywhere.What about ads?Perhaps compared to lengthy TV dramas, heart-wrenching competitions with unstable signals, holding a mobile phone at a loss, and not knowing what to watch, a wonderful advertisement in just a few tens of seconds can catch people's hearts and attract people's attention.After all, you only need to use it as a pastime to "kill" boredom for 5-10 minutes. "Mobile advertising has unlimited potential for 'money'." Compared with the single form of traditional advertising, mobile advertising is more diverse and unique.From SMS advertisements, MMS advertisements to ring tone advertisements, game advertisements, and WAP advertisements, China Mobile, which is constantly transforming into value-added services, has embedded mobile phone advertisements in services and content, and provides them to users through both packages.

China Mobile's mobile advertising layout since 2006 confirmed this point. In March 2006, China Mobile Data Service Operation Center and Beijing Feituo Technology Co., Ltd. announced cooperation to provide mobile phone advertisements to enterprises, advertising companies and advertisers through SMS, MMS, IVR, game download and Monternet column advertisements. China Mobile has successively completed the construction of various value-added service platforms such as mobile music, mobile games, mobile search, Fetion, and mobile TV. In July 2007, China Mobile obtained the advertising qualification from the national industry and commerce department and officially entered the mobile advertising market with an independent attitude. According to the relevant mature development experience, China Mobile will rely on the established service platform to carry out advertising business.

The purpose of merchants' advertising is ultimately to make consumers willingly take out their wallets to buy products.Advertisers are tempted and eager to see the emergence of mobile phone video ads.The shrewd Jiang Nanchun saw this dream market, and he sighed in public more than once: "In 2006, we will definitely enter the mobile phone advertising market, and the method is not necessarily based on 3G." Only in this way, Focus can cover all users' outdoor activities. Lifestyle constitutes a complete new focus outdoor life circle media group. In March 2006, Focus Media acquired Beijing Kaiwei Advertisement Technology Co., Ltd. for US$30 million to enter the wireless advertising agency market, and developed two relatively accurate and relevant mobile phone advertising models: Advertisement and Advertisement.According to the financial report of the third quarter of 2007, Focus Wireless successfully doubled its revenue in the second quarter of 2007. The innovative point-to-point report and direct report model launched by Focus Media effectively drove business growth in the third quarter. Advertising revenue in Focus Media Wireless was US$14 million, an increase of 298.9% from US$3.5 million in the same period last year, and an increase of 28.9% from US$10.9 million in the previous quarter.

On the other hand, technological progress and service improvement have further promoted the development of mobile advertising.The telecommunications industry is at a fork in the road between 2G and 3G. The upgrading of mobile communication technology will make mobile phones evolve from pure communication tools to application platforms integrating communication, entertainment and business, and develop services such as mobile ticket booking, mobile navigation, and mobile search. And other services, along with these services, friendly advertisements with reference value can be added in a targeted manner.Instead of mass sending "harassing" messages, which were hated by Chinese consumers, the new mobile phone advertisements can combine the attributes of mobile phone users to carry out targeted advertisements, and meet users' information needs in the form of advertisements.

Focus Wireless, as a brand-new media, has a huge and active audience, and the characteristics of long-term personal contact with the audience, which not only guarantees the monitorability and traceability of advertisements, but also reflects its superiority among audiences. Strong re-dissemination ability, even Jiang Nanchun himself said that "this field is very in line with our concept of 'Focus'".This new darling of creativity has also completely taken charge of Focus's business. Focus mobile wireless advertising is divided into several major directions, the first is the WAP advertising model, that is, the "point to report" model.Focus has signed contracts with 80% of the main domestic WAP websites, forming a virtual delivery platform, which is subdivided into different channels such as finance, sports, and entertainment. Ad serving.It can even be combined with its original PPC (paypercall) model, not only to realize that wireless advertisements can be accurately placed in various categories, but also to realize that users can directly connect to the operator of the other party after seeing the text link on the Web. .

The third part is wireless IM (that is, wireless instant messaging, such as wireless MSN) advertisements, which have many manifestations. For example, Focus is the exclusive general agent of mobile MSN, and can push different forms of advertisements during the process of using mobile MSN. In addition, Focus has developed forms such as city ringtone advertisements, and also provides interactive mobile solutions through cross-media platforms. For example, customers' advertisements will appear in framed print media, building TVs or other media. Focus can distribute A short message code is given to the customer. The customer puts the short message code on the frame, newspaper or building TV, and the consumer can send the message to the designated code after reading it. This interaction allows him to receive more detailed information about the product. For For consumers, it is a fee for sending text messages, and the audience is active in this process.

Jiang Nanchun believes that the wireless advertising business has similarities with other advertising businesses.However, due to the upcoming launch of China's 3G network, the future annual growth rate of the wireless advertising business will exceed 100%.In addition, given that China currently has more than 500 million mobile phone users and 160 million wireless Internet users, the potential of the wireless advertising market is huge.