Mobile games have taken a SMS relay stick, which is not only another "uneven growth" or a huge change of mobile value-added service industry chain - SP and CP will be forced to flow.
On September 20th, at the China International Mobile Game Summit, Xie Linzhen, Vice President of China Mobile Communications Federation, Zheng heavy predict: "Mobile game will become another new, major economic growth point after the Chinese mobile communication field is successive after the text message!"
Xie Lin Zhen has many arguments: such as a huge basic user group - China now has 80 million netizens, online games are so red, while mobile phone users have more than 300 million; such as mobile games are more convenient than online games, "can" portable, always , Anywhere, etc.
Similar sound has been filled throughout China. Not long ago, IRESEARCH, two domestic market research institutions showed the beautiful prospects of mobile games in their own research report: 2004 domestic mobile game market will be close to 600 million yuan, while WAP, Java / Brew, etc. The technical platform's mobile game market scale will present geometric growth.
Although there is no business that can make a big pen from mobile games, it is a huge potential to suspect that the mobile game has a huge potential to suspect that there is a huge potential to have a mobile game.
Sadly deformed industrial chain
In the eyes of Numbers of Red Software Technology Applications Co., Ltd., Wu Gang's eyes, people who are optimistic about mobile games today are not too small, but too much.
This company that has just been promoted by the grand capital is called a top enterprise in China or even world-wide mobile game industry. Number Red Software has a very close relationship with global mobile communication equipment manufacturers, providing more than 10 mobile phone manufacturers such as Nokia, Motorola, NEC, Sony Ericsson, Lenovo, TCL, Top, providing hundreds of embedded games, and The game is sold to North America, Norway, Netherlands, United Kingdom, France, Germany, Poland and other countries and regions.
At the same time, in 2003, the red software began to fully promote mobile game download business in the Chinese market, and became the first K-Java download game supplier in China Mobile. When China Mobile has opened the "Treasure Chest" business, the first batch of red software launched 12 products. As of the first half of this year, digital red software has accumulated more than 150 K-Java games, making it the largest mobile game product supplier in China. Number Red Software established in December 1999, although as content provider (CP) has been hiding behind service providers (SP) and operators, their turnover is far below SP, but it is Customers and influence have been different in the industry.
Therefore, Shanda officially announced the acquisition of counting red software on September 8. At the beginning of this year, Shanda has acquired 35% of its equity with a cash of 6 million yuan. According to this acquisition agreement, Shanda will acquire the remaining 65% of the remaining equity, and pay the first payment in cash, and the balance will be paid in cash form according to the number of red 2005 results in 2006.
However, Wu Gang, still 30 years old this year, when he just experienced the sense of accumulation, he heard the industrial chain of mobile phone value-added services, began to make his uneasy voice.
In September, SP Xintong, who is preparing to go to the United States, has to postpone the listing of listing due to mobile punishment. At the time of the focus of the focus, Movong wirelessly launched a mobile phone online game called "Three Legends", and barely saved a hoped hope. It is alleged that this game of Movong wireless is completely developed by mobile game research and development teams that have been established. Wang Weijia, President, said: "I hope this self-developing game can be the beginning of mobile network game industry in China."
Obviously, the SP plas with the business of mobile games, starting to develop and operate mobile game business, which is undoubtedly a serious "aggression behavior" for making games. This is like channel manufacturers to start producing products, then manufacturing companies will certainly feel very uncomfortable.
Unfortunately, in order to enhance their competitiveness and differentiation survival, there are still many SPs in China today have to quietly carry out CP. For example, Hangzhou Lianfang Entertainment, which has been listed in Hong Kong, originally based on mobile games abroad, and will also acquire a company specializing in mobile games in China. CEO Xu Hanjie, Director, said: "This is to enhance your competitiveness in the content. In the context of this mobile value-added service change theme, we must quickly use the advantages of capital operations." "SP These moves are all forced. "A market person in charge of Suzhou Lianchuang International Science and Technology is so evaluated. Seeing the era of SMS driving, the SP has to increase its own business type to diversify, while the mobile game is not very high because the technical content is not very high.
The development cost of mobile games and the development cycle is far less than normal video games. According to Wu Gang, it takes about two months to develop an ordinary product, and people have three or four. Relatively speaking, developing mobile game creativity is more important than achieving. Therefore, there are many mobile game development studios that only have several people but very efficient. These CPs in the upstream of the value chain are limited by their own size, and it is impossible to invest a lot of energy for the release, sales and customer service of the game. Of course, I have left the SP that has already made SMS. Enter space.
However, it is better to say that the number of red software is dissatisfied with the SP dry CP, but it is better to say that he has great advice on the existence of SP "channel links". At present, the domestic mobile game charge mode is: CP gives the product agent to qualified SP, and then enters China Mobile's "Treasure Chest" page to enter China Mobile's "Treasure Chest" page by the mobile operations, and pays the fee by the mobile operator. According to the proportion of 15:85 and SP, CP obtained 50% of the 85% of the SP.
Wu Gang feels some helplessness to the situation of CP. "To know, in Korea and Europe, CP directly cooperate with operators, there is no such intermediate channel to margin." So, as the number of CPs without SP channel, it has always maintained energy mainly in the international market. More than 90% of the sales revenue comes from international business.
In Wu Gang's view, the SP is forced to change to CP, bringing a chain reaction. Because CPs without "channel capabilities" will probably be affected by SP even losing their own independent positions in the industrial chain, it is integrated into part of the SP.
Operator's plan
I am like this new change, I am afraid there is only an operator because it still does not undertake a lot of hardware investment, and the mobile game market will grow rapidly.
In fact, the deformation of the value-added service chain brought by the mobile game, the "main" is the mobile operator. Mobile operators announced that the game is a new growth point, and the new form of future industrial chain is announced.
In the SMS era, mobile operators and SP have been shared with the miracle of Chinese mobile phone value-added services under the principle of "mutual benefit". But today's situation has changed very much. "In the early days of the market, operators seek SP, now, now, SP begins to operators." A SP of the boss said, "Operators from the strategy first 'put on' SP development, hopes to have many SP is to do a big mobile value-added market, then select the appropriate timing to gradually collect these business under their doors. "
Now, mobile operators see this industry is gradually maturing, just under vigorous supervision, start to adjust the entire value chain.
In August 2004, China Mobile stripped the original dream network center, and formed a Zhuo Wang Information Technology Co., Ltd. The positioning of this low-key established company is the "China Mobile Dream Network Operation Support Center". According to China Mobile's overall development strategy and management plan, Zhuo Wang is mainly responsible for the operation support and new product development, operation and support of mobile phone portal business. In other words, China Mobile has started to do SP.
"Zhuo Wang Company's establishment shows that China Mobile is building its own Master SP. Push the mobile value-added business from the original full-opening business model to Japan and South Korea's closed business model." Industry is analyzed. The significant feature of Japanese and Korean model is to promote product promotion and sales by mobile operators. There is no SP link, while CP directly and operators cooperate, not market promotion and other marketing, only according to operators, operators I assume the risk and of course the biggest benefit. (See the figure below) Turning this mode, the operator must have planned to force the SP transformation to CP. In the eyes of the risk of smell, this transformation is very obvious. Zhao Ning, Vice President of Telecom Service Care Business, said: "In the past, in this open mode in SMS, the only function of operators is to pay and provide data channels. All market operations and content management are complete in SP server On this mode, this mode is very beneficial to SP. But in this closed mode of mobile game, the download page of the mobile game is controlled by the operator. The marketing of SP is limited, and it is impossible to face the user. " Starting to optimistic about the SP of mobile games, it is obviously not a good news.
Although mobile operators hoped that the new industrial chain is steadily moving toward Japan, there are also industry analysts. At present, there is still a big difference between Japanese DOCOMO and South Korea SK for China Mobile Operators themselves. For example, only DOCOMO has 7,000 CPs for the continuous content, and now China Mobile Treasure Box is less than 400.
Under such reality, mobile operators will certainly not completely cancel SP in the short term, but also eat a fixed pill for SPs in some cases. For example, at the China International Mobile Game Summit on September 20, the Minister of China Mobile Data Department said: "If the mobile value is more than enough, we are willing to do only one channel service provider."
However, when the mobile value-added service is sufficient, when the mobile game is more successful than SMS, can anyone guarantee that the operator will not completely eliminate the foundation of SP business model? Because the mission of the SP-specific period has been completed, the only way out is probably the CP will be changed in advance.
IT Manager World Copyright
