[Reproduced in computer world]
"Computer World" reporter Song Guangping Liang Haili Du Wei
Xiao Zhang played a SMS game similar to CCTV "Happy Dictionary" won 50 yuan cash "award", and this 50 yuan only accounts for a small part of the small number of mobile phones per month. In the small mobile phone bill, in addition to news, jokes, mobile QQ, SMS love, etc., have recently been a few
The cost of the mobile game. An interesting survey from a university in the United States found that young people with thumbs up for the age of 25 more developed and flexible than other people, more adaptable to operate the tiny button. Perhaps this reason, Xiao Zhang has special preference to mobile games. There are tens of millions of mobile game users such as Xiao Zhang, and the number of mobile game users in the world has reached 120 million, and this number is still growing rapidly. The wave of mobile games with the main user groups is sweeping, and the game has become omnipotent due to mobile phones, and the wireless service is increased by mobile games. At present, China's mobile phone users have reached 1.7 billion, and this year is expected to exceed 2 billion households. In the imagination of mobile operators and SMS content providers, even if only 10% of users become SMS gamers, they will bring them rich profits. When the user occasionally entertains the entertainment requirements of the time, the content provider and mobile phone manufacturer are unlimited, and new user needs will be excited.
Want to go by SMS
A cantolic text message brought billions of yuan. Mobile operators and SMS content providers are accidentally surprisingly, they have also stimulated greater imagination. They are no longer satisfied with a single SMS, the news, weather forecasts, securities, dating, etc. I can't bring them surprises. They found that they can really promote SMS traffic explosion growth. It is a game.
"SMS game is a gold mine," Qianhua, who left the joint position of the group, joined the President of Yan Huang Xina, revealed that he got two new business after he went to Yellow Nova, one of which is a SMS game. Qian China is so concerned that SMS games are undoubtedly optimistic about the development prospects of this market. The relevant data shows that China's mobile phone users have reached 1.7 billion, and this year is expected to exceed 2 billion households. In the imagination of mobile operators and SMS content providers, even if only 10% of users become SMS gamers, they will bring rich profits. The real data has enhanced the merchant's confidence, and the SMS game market has developed faster Guangdong Province as an example. From January to May this year, Guangdong Unicom's SMS game increased by 200% over the same period last year; Guangdong Mobile Situation is very gratifying, Nearly 40% of the revenue of its "mobile dream network" is from mobile games.
With the widespread use of new technologies such as GPRS, CDMA, with the continuous update of the receiving terminal, the mobile phone screen is increased, the color is increased, the data transmission speed is fast, etc., "SMS game" is no longer accurate, mobile phone wireless A new revolution in the game market has begun to brew. According to IDC, the income brought about by hardware, software, and services for mobile phone wireless game business, only in 2006, but not to have a larger mobile phone wireless game market potential Japan, South Korea and China and other Asian markets. It is estimated that by 2006, the global wireless game market will reach $ 17 billion.
The motivation that the user initially begins to contact the mobile game may be to mount the time. From "Greedy Snake", the game to SMS games, WAP games from static graphic interaction to download Java, Brew games through the wireless network, wireless mobile games have been accepted by more and more users. The network survey data shows that in addition to 32.24% and 11.48% of netizens believe that mobile phone wireless market prospects is not good, up to 56.28% of netizens are optimistic about mobile phone wireless games; except 37.13% of netizens express only mobile phones It is understood that 50.99% of netizens have aware of the game, online download, online games, etc. of the mobile phone itself.
User needs are the driving force of the market development. When users occasionally mortify the game needs of mobile operators, content service providers and mobile phone manufacturers unlimited, new user needs will be excited. Mobile phone wireless games have both inherited mobile phone offline games ready to use, easy to operate, and more challenging, irritating and realistic, more users will join, mobile phone wireless game market may exceed mobile The imagination of operators and content service providers, bringing them like a SMS market. User needs and interest drivers have made a strong market impulse, whether it is a mobile operator, content provider, or a mobile phone manufacturer, has begun to show a strong market impulse, a fierce market compensation has kicked off, and how to maintain interest balance, promote The healthy development of the mobile phone wireless game market is also an important issue in the mobile phone wireless game developer, content provider, and mobile operators. Pattern in hand profit, I have
The huge market charm of mobile phone wireless games attracted the attention of the merchant. Zhou Yunfan and Yang Ning have also launched an air network and began to expand the mobile phone wireless game market. The same is the same as a few years ago, they have the same enthusiasm for new things, in addition to this, attracting them is also in mobile phone wireless game business has better profit model. "Many people in the air network are dug from a professional game company." Hu Bin, director of the Air Network Mobile Division, said, "The Air Network is very optimistic about mobile phone wireless games, and it is also very professional to look at this business."
Indeed, user demand and interest driver makes the mobile operator, content provider, or mobile phone manufacturer, began to show a strong market impulse, a fierce market competition has kicked off, while how to maintain interest balance Promote the healthy development of the mobile phone wireless game market, and it is also an important issue in front of mobile phone wireless game developers, content providers, and mobile operators.
Compared with traditional games, the technologies and funds developed by SMS games are low, usually three five people can set up a development group, and a few months can complete a very delicate SMS game. However, with the wide application of new technologies in mobile phone wireless games, technology will become an important competitive weight for mobile phone wireless game developers. Chen Gang's Ge Rui Digital Technology Co., Ltd. is developed as the company's core business with entertainment game applications including smartphones, handheld computers, etc. MITAC Xida company isv partner. Chen Gang said to the reporter that his company cooperates with well-known IT companies to improve its own technical strength, and he also talks about the development of mobile phone wireless games, "there is still a considerable competition pressure." Because of the big market for mobile phone wireless games, some old game manufacturers and mobile phone hardware vendors have also joined.
It is understood that Sega, Yibei, etc. have also set up mobile game development department, Nokia, Motorola, etc. also vigorously invest mobile games and its operational platform development. Nokia even claims that by 2006, the income from mobile games accounts for 40% of its total revenue, and hopes to 2008
The income from mobile games can rise to $ 15 billion; while Siemens puts the first investment in China Mobile's business development in September in September, and the technology company focusing on mobile games and entertainment applications, Siemens said it will focus on The development of mobile games, because the development of mobile data services can be promoted, and the focus on mobile game is especially prosperous asian countries; the merged Sony-Ericsson Company is joining the mobile phone games in combination with two well-known mobile game production companies Market competition. Ericsson said that Sony is mainly seen in Sony as partners, Sony has many years of experience in the field of electronics entertainment end users, and the development of personal communications is a certain degree of integration with entertainment products. In the future, there may be more integrated games such as integrated games on your mobile phone, and these areas, Sony's technical high-end people.
In the value chain of the mobile phone wireless game industry, content service providers play an important role, and their performance directly reflects the vitality of the mobile phone wireless game market. In Beijing, Wan Wei Tong, a "pet lover" has more than 10,000 registered users, and the SMS transmission has reached hundreds of thousands of times a month; in Shanghai, the short message interactive game "IQQ" in Shanghai, Lingtong.com, complete 100,000 SMS daily delivery, the daily growth rate reached 41%; in Guangdong, "Mobile Laoma" a month of users is equivalent to other wireless services for 5 months of users. It is understood that there are about more than 300 content service providers currently in cooperation with China, and there are approximately 15 induced size; and according to Unicom's relevant person, there are millions of orders from ordinary content service providers with them. Yuan, while larger content service providers such as portals can reach 10 million yuan per month. Of course, in the industrial environment of mobile phone wireless games in China, content service providers don't seem to be the protagonist, and mobile operators occupy the hub of the entire value chain. China Mobile is in the process of "mobile dream network", first is to brew the program, and then invite content providers to participate in strict consolidated standards in accordance with strict unified standards. For mobile operators, due to many small-scale game developers upstream of mobile phone wireless game value chains are generally in the "weak" status, there is no sales channel to share sales downstream, so their profit is very huge. At the same time, the mobile phone wireless game has also played a lot of pulling on mobile operators' wireless data business. China Mobile's GPRS was launched in August 2001, due to the lack of real practical value, it has been cold in the market. Now, the user generated by the user in downloading and using the mobile phone wireless game, it brings a vitality to GPRS.
With the intensification of competition, the pressure facing mobile phone hardware manufacturers is getting bigger and bigger. They need to find new breakthroughs, and the breakthrough points are also selected. This mentality is most obviously in the shortcoming E3 grand exhibition. Nokia demonstrates the latest N-GAGE game crew prototypes at the E3 Exhibition. It is understood that Nokia N-Gage is an innovative mobile game mobile phone. It has created a new market for the type of game with time, location and content, and its target user is a vibrant game fan. With the hottest game products, Nokia N-Gage supports online, mobile and multi-participating games. Other mobile phone hardware manufacturers naturally do not have to show weakness, and it is foreseeable that more and more mobile phone manufacturers will develop more mobile phones designed for wireless games. At the E3 big exhibition, the first batch of professional development of mobile games in the industry, Jamdot, said that mobile game profit margin is high, and another wireless data platform manufacturer MFORMA indicates that it can achieve profitability within a few months with mobile phone games. . In addition, information providers such as Sony are also busy building teams, recruiting employees, preparing to punch in mobile games. If you want to make profits in the game market, the content of the merchant must close the user, mainly by user demand, and further market segmentation, develop games according to user groups of different consumer needs. However, the current mobile phone wireless game does not have a unified wireless game operation platform and wireless game mobile phone standard, and the game launched by wireless game developers can only run on a specific platform, greatly weaken the market potential of wireless games.
From the moment of mating, you can't pull
The initial motivation for mobile game industry is coming from users to digest the needs of time, accompanied by users from migration, and the continuous development of mobile game market is. Although no one can recognize the market prospect of mobile phone wireless game, the mobile game industry is still in development, and some of the problems are also worthy of attention.
The problem of mobile phone wireless games cannot be ignored. If you want to make profits in the game market, the content of the merchant must close the user, mainly by user demand, and further market segmentation, develop games according to user groups of different consumer needs. At the same time, the standard of mobile phone wireless games is not uniform, but also affects mobile phone wireless games accepted by more users. At present, mobile phone wireless games don't have a unified wireless game operation platform and wireless game mobile phone standard, and the game of wireless game developers can only run on a specific platform, greatly weaken the market potential of wireless games. China Unicom recently announced a mobile game with Yao Ming's protagonist, this mobile game "carefully designed three-dimensional animation and double confrontation scene will completely reproduce the fast-paced basketball exciting voice scene", but this mobile phone The game can only use users in China Unicom CDMA wireless Internet service. Abroad data shows that each of the initial cost of a mobile phone wireless game may only be 30,000 to 40,000 US dollars, but different game versions are launched for different platforms, and the cost may be as high as $ 100,000. With content, but if there is no terminal support, mobile phone wireless games still can't play. The color screen supported by the wireless game, the superior processing and storage capability is the hardware of the mobile phone must support, so the price of the game will be more than a few times of ordinary phones. The comprehensive popularity of wireless game mobile phones in the short term seems to be unclear, which is also a problem that the mobile phone wireless game market must face.
Although the mobile phone wireless game has better profit model, there is still some problems in the cooperation of all links in the wireless game industry chain. Wireless game developers, mobile operators, technical platform providers, mobile operators, etc. in the wireless game industry chain, are sometimes unwilling to launch the market. The game developer believes that once the mobile phone is supported by the mobile phone, the wireless operator is built to build the billing platform, so that it can see the foreground of interest, naturally provide a good game; and wireless operators, mobile phone manufacturers think only games Developers provide good game content, they can follow up. After all, in the emerging market in mobile phone wireless games, no one can guarantee that the investment fund will start the market 100%.
The mobile game market has brought greater imagination space to game developers, mobile operators, content service providers, and mobile phone manufacturers. China's mobile phone users have ranked first in the world, we have reason to believe that "mobile phone game" will bring greater value-added empty services to wireless services.
