First, the five types of SP at this stage
First Class: Portal:
By providing network services to boost wireless business development, business revenue main source website promotion
Second Class: Professional SP:
There is usually venture capital injection, mainly through local access to obtain operator promotion support, most of 20 provinces and above SMS access and local market staff, other regions adopt a total network access development business, and operators Close relationship, the business is mainly entertainment service: Huaxiao, Wanwei, Lingtong, Air Network;
Third Category: Media SP:
Mainly to provide traditional media applications for the main direction: Honglian 95, CCTV public, etc .;
Character 4: Special SP:
Wireless value-added business is carried out as its own resources: Tencent, rolling stone, etc .;
Category 5: Local sp:
Where the operator is good, the main market is, usually based on local access, business revenue comes from the offline promotion, usually the main push several regions, such as North latitude, Chongqing Wald and other enterprises;
Second, the market advantage is comparative - operator relationship and its own resources
Third, where is the future income?
Industry normative pressure
User loss pressure
Add user pressure
Business innovation pressure
Promotion cost increases pressure. . . . . .
Trend 1:
- Professional SP
• Example 1: Lingtong website
Www.linktone.com
Alexa ranking (June - August): 3239
Alexa ranking (August 11 - August 18): 1261
Nearly 1 year chart:
• Example 2: Huawang Century's Harb website www.hawa.cn
Alexa ranking (June - August): 1910
Alexa ranking (August 11 - August 18): 1311
The chart of nearly half of the year:
Trend 2: Local operation
- The network is no longer lonely
After 2002 years of market practices and exploration, the company originally had a carrier's background, such as Huayou Century, Xun Dynasty's operations have made some SPs who have money but not "professional", they have no cost. Also spendly effective promotion, "operators" became the resources of everyone.
Almost at the same time, large portals have also begun to focus on establishing offices, maintain carrier relationships, and striving for operators to promote resources and support.
Trend 3: Media is a treasure
- No one wants to have
• From the 2002 award-winning, the media enhanced game value plays an important role in mobile revenue;
• With the diversification of mobile phone business, SMS message is the most basic and necessary application of the media;
• The two major operators of the CCTV Spring Festival is difficult to say;
• After 2 years, it is said that the 3333 happy local monthly income of 3 million;
• TOM utilizes network and traditional media bundle to drive all platform value-added income;
• The SP strives to grab the competitive media guaranteed climax, the dividend is 5 million, the ray is more than 2 million; Guangzhou Musicai has been 1 million last year, Guangzhou Mobile Tower is 600,000 this year!
All types of SP start robbing traditional media fighting.
Trend 4: Instant newsletter, QQ is no longer a single show
- Even the car is with "imitation", let alone SP
"In the future, from there?" Conclusion:
The entire industry is preparing for the standard market, and traditional marketing special SP promotion is the main form of future promotion. Where is your feature? It's time to start.
The SP returning mode (type, camp) will tend to blur, although the source income source in the short term is constant, but the various good revenue models will be widely used and attempted. Whether it is a SMS, MMS is still IVR, more or WAP, is not only "product", but also "app"; the program "Rubik Cube", planning and design "AIO" (penetration, integration, cross-platform, reconstruction) will be Adapt to the best mode of the market.
Example: resource integration, fragmentation concept overall income
Sunshine Cixing Niki Market quietly profit
• Forum Integration: Sunshine Jiaxin Technology Company integrates 2 domestic free forum software providers Leao and mobile network, and integrate sunshine value-added services through software revision, providing services for 80% of netizens in China for income;
• Entertainment integration: For chasing stars, stars, launch "Sunshine Star" Alliance, with mobile appraisal platform, the source of profit, integrate several related units, and jointly build "entertainment" stars, less than 1 The cooperation has appeared in the month, and the direct, indirect media partners of the signing agreement include 3 Wei Visits, including "Ruili" "Oriental Women", "brokers", and 3 websites, etc.
• Value Chain Integration: Cooperate with the value chain of value-added concepts and the value chain of a certain industry to jointly build industry advantage.
Fourth, SP future profit model
Add value of the new era - three o'clock
Leverage principle
Three points:
First point: Enterprise internal mobile phone application consensus (G point)
Second point: Enterprise customer business line to improve mobile phone system application (C1)
Third point: Establish an individual user business line with C1 points (C2 points)
First line:
basic method
• Address value, application and popularization, publicity and common
• Widely used in cooperation with traditional media;
• Pay attention to the link of the product in use, not just to improve the ARUP value;
• On the website, you can also do a good job in IVR, WAP business;
• Other resources, market characteristics planning, packaging products, organic combined enterprises, based on line (referring to the Internet class), offline (referring to the Internet class), market characteristics, packaging products, and other resources of the market characteristics, packaging products, and organic combined enterprises to promote marketing.
• Establish an enterprise value-added profit model and database, develop interactive marketing mode, will significantly increase the advertising income of website SPs;
• How to study how individual customer databases effectively use and appreciate;
Case reference
Traditional enterprise application SMS interaction method marketing effect
Description:
This data is Lenovo to hold the "Lenovo 1 1 Digital" product on May 18, 2002, the first time to meet the meeting, 8 cities have an average of 7 days, Mo, MT, 0.1 yuan / article, total activity The income is 10.9 million yuan.
It has accepted corporate information, high procurement rate, high repetition rate, and fully recognized by the company.
