China's Mobile Advertising Market: Sales-Oriented Ads First, Brand Ads Second
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报告目录
查看简介
Executive Summary
Market Overview
Market Dynamics and Advantages
Types and Trends f Mbile Advertising
 Push Advertising
 WAP Site Advertising
 Embedded Advertising in Mbile Cntent/Services
 Offline Advertising
Market Size
Value Chain & Business Mdel Analysis
Value Chain Structure
Business Mdel
Pricing Mdel
Cnsumer Attitudes
Demgraphics
Survey Results
 Mbile Advertising Widely Used in China
 Acceptance f Mbile Advertising
 Acceptable Types f Mbile Advertising
 Acceptable Incentive Advertising
 Acceptable Length fr Vide/Audi Ads
 Favrite Interactive Ads
 Barriers t Mbile Advertising
Summary
Market Drivers and Barriers
Market Drivers
 Mbile Phnes Drawing Interest frm Advertisers Ding Sales-Oriented Ads
 Ad Server Technlgy Becming Mature
 Netwrk and Mbile Phne Capabilities Imprving
Market Barriers
 Brands Sitting n the Fence
 Spam Hindering Acceptance
 Traffic Fees a Cncern
 N Independent Media Analytics
Mbile Advertising Revenue Frecast 2006–2012
Cmpany Prfiles
Ad Serving Prviders
 Fcus Media Wireless
 Madhuse
 Casee
 MMClick
Publishers
 Kng.net
 3G.CN
Carriers
 China Mbile
Methdlgy
Related In-Stat Reprts
List f Tables
Table 1. Respndent Demgraphics
Table 2. China Mbile Advertising Market Revenue Frecast, 2006–2012 (US$ in Millins)
List f Figures
Figure 1. China Mbile Advertising Market Revenue Frecast, 2006–2012 (US$ in Millins)
Figure 2. China Mbile Advertising Market Size, 2006–2007 (US$ in Millins)
Figure 3. Carrier-Centric Mdel
Figure 4. Ad Serving Prviders-Centric Mdel
Figure 5. Offline Mdel
Figure 6. Example f Brand Advertising
Figure 7. Example f Sales-Oriented Advertising
Figure 8. CPM, CPC, and CPA
Figure 9. Respndent Attitudes t New Technlgy
Figure 10. Which Types f Ads Have Yu Seen r Received n a Mbile Phne?
Figure 11. Acceptance f Advertising in General
Figure 12. Acceptance f Mbile Advertising
Figure 13. Which Kinds f Mbile Advertising Are Acceptable?
Figure 14. Which Kinds f Mbile Advertising Are Unacceptable?
Figure 15. Acceptable Types f Incentive Advertising
Figure 16. What Length is Acceptable fr a Vide/Audi Ad?
Figure 17. Favrite Interactive Ads
Figure 18. Barriers t Acceptance f Mbile Advertising
Figure 19. China Mbile Advertising Market Revenue Frecast, 2006–2012 (US$ in Millins)
2. Mbile Linux in China Will Find Its Way in TD-SCDMA
Prduct Number: IN0804303CWW
Publicatin Date: June 2008
Number f Pages: 34
Analyst: Frances Guan
Price: ,995 U.S. Dllars
Abstract
In cntrast with the leadership f Symbian and the strng grwth f Windws Mbile, mbile Linux witnessed a decline in 2007, which cntributed t Mtrla’s pr market perfrmance. With lw nn-recurring engineering (NRE) and ryalty fees, mbile Linux has been adpted by sme Chinese handset vendrs like ZTE, Hair, and TCL. Hwever, the lack f applicable third-party applicatins and the immaturity f its ecsystem negatively impact grwth. In additin, ur cnsumer survey shws that Chinese cnsumers attach high imprtance t the OS when purchasing smartphnes, and when cmpared with Symbian and Windws Mbile, mbile Linux has the least name recgnitin in China, which further impacts grwth.
On the flip side, Ggle’s Linux-based Andrid, TD-SCDMA, and mbile Linux's pen-surce features will be big drivers t mbile Linux in China.
In-Stat frecasts that in 2012 ttal shipments f mbile Linux smartphnes in China will reach 8.4 millin.
This reprt first analyzes China’s smartphne market, including market size, players, and market share by vendr and by OS. Then it describes the entire value chain f mbile Linux including structure, business mdel, and prfile f key players. This reprt includes the advantages/disadvantages f mbile Linux and market drivers and barriers. Finally, it presents a frecast f shipments fr the mbile Linux smartphne in China frm 2008 t 2012.
Table f Cntents
Executive Summary
Overview f China’s Smartphne Market
Shipments & Grwth Rate
Market Shares by Smartphne Vendr
Market Share by OS
Mbile Linux Value Chain
Value Chain Structure and Main Players
Business Mdel
Mbile Linux OS Vendrs
 Mntavista
 Access
Applicatin Develpment Platfrm Vendrs
 Trlltech
 Pllex
Handset Vendrs
 Mtrla
 ZTE
Design Huses
 Lngcheer
 Yuhua TelTech
Chipset Vendrs
Mbile Operatrs
Advantages and Disadvantages f MbileLinux
Advantages
 NRE and Ryalty Fees
 R&D Cst and Develpment Cycle
 Prduct Differentiatin
Disadvantages
 N Standardized OS Platfrm and SDKs
 Immaturity f Ecsystem
Cnsumers’ Attitude Tward Smartphne OSs
Awareness f Mbile Phne OSs
Key Criteria When Purchasing a Smartphne
China Mbile Linux Smartphne Market Frecast
Market Drivers
 Effrts f Mbile Linux Organizatins
 Opprtunities fr 3G, Especially TD-SCDMA
Market Barriers
 Small Number f Applicable Applicatins
 Cmpetitin Frm Symbian, Windws Mbile, and iPhne’s OS X
Frecast
Methdlgy
Related In-Stat Reprts
List f Tables
Table 1. Shipments f Mbile Linux Smartphnes vs. Ttal Smartphnes in China (Units in Millins)
Table 2. Operating Systems Used by Handset Vendrs
Table 3. Unit Shipments f Smartphnes by OS, 2005–2007 (Units in Millins)
Table 4. Key Participants in the Mbile Linux Value Chain
Table 5. NRE, Ryalty, and Subscriptin Fees Charged by Mntavista
Table 6. NRE and Ryalty Fees Charged by Pllex
Table 7. Cmparisn Between Trlltech’s Qtpia and Pllex’s Opna
Table 8. Applicatin Platfrms Used by Handset Vendrs and Design Huses
Table 9. Mdels f Mbile Linux Smartphnes
Table 10. Features f the Mtrla RAZR2 V9
Table 11. Features f ZTE’s E700
Table 12. Features f Lngcheer’s Slutin
Table 13. Features f Yuhua TelTech’s Slutin
Table 14. Chipsets Used by Handset Vendrs and Design Huses
Table 15. Csts fr the First Versin f a Mbile Linux Handset
Table 16. Csts fr the Secnd Versin f a Mbile Linux Handset
Table 17. R&D Cst and Develpment Cycles fr Mbile Linux, Symbian, and Windws Mbile fr First Time Develpment
Table 18. Members f LiPS, LiM, and OHA in China
Table 19. Shipments f Mbile Linux Smartphnes vs. Ttal Smartphnes in China, 2005–2012 (Units in Millins)
List f Figures
Figure 1. Shipments f Mbile Linux Smartphnes vs. Ttal Smartphnes in China (Units in Millins)
Figure 2. Shipments f Smartphnes in China, 2005–2007 (Units in Thusands)
Figure 3. Chinese Smartphne Market Shares by Vendr, 2006
Figure 4. Chinese Smartphne Market Shares by Vendr, 2007
Figure 5. Market Share by OS in China’s Smartphne Market, 2007
Figure 6. Unit Shipments f Smartphnes by OS, 2005–2007 (Units in Millins)
Figure 7. Design Huse-Centered Value Chain
Figure 8. Handset Manufacturers-Centered Value Chain
Figure 9. Business Mdel fr Mbile Linux
Figure 10. The R&D Cycle fr Sme Mdels f Mbile Linux-Based Smartphnes
Figure 11. Cnsumer Awareness f Smartphne OSs
Figure 12. Key Criteria When Purchasing a Smartphne, 2008
Figure 13. Key Criteria When Purchasing a Smartphne, 2007
Figure 14. Time Table fr Andrid-Based Smartphnes
Figure 15. Shipments f Mbile Linux Smartphnes vs. Ttal Smartphnes in China, 2005–2012 (Units in Millins)
3. China's Glbal Psitin n GPS Handsets: The Market is Bming!
Prduct Number: IN0804236CWW
Publicatin Date: June 2008
Number f Pages: 30
Analyst: Selina Tng
Price: ,995 U.S. Dllars
Abstract
China’s GPS phne market grew rapidly in 2007, and GPS phnes, alng with music and camera phnes, are ne f the brightest spts in the mbile phne market verall. A number f the majr handset manufacturers have entered the GPS phne market, althugh cautiusly and with a limited number f high-end mdels. The GPS phne market is still small and has lw penetratin, but its high grwth rate is a clear signal f its develpment, as is the fact that it is starting t have an impact n the grwth f the persnal navigatin device (PND) market.
T identify cnsumer demand fr GPS phnes, this reprt prvides an analysis f current and ptential custmers in China’s GPS phne market, with particular emphasis n patterns f use and cnsumer cncerns. It als presents an verview f the GPS phne value chain, cmpares the nline mdel with the ffline mdel, intrduces majr players, and analyzes new market trends.
In additin t evaluating the grwth ptential f the GPS phne market, this reprt intrduces the key lcatin technlgy and prvides a breakdwn f the cst f adding GPS t a phne. Finally, based n ur analysis, this reprt prvides drivers and barriers fr the GPS phne market and GPS phne shipment frecasts frm 2008 t 2012.
Table f Cntents
Executive Summary
Intrductin
GPS Phne Market Overview
Cnsumer Analysis
Current Custmers
 Quadrant I
 Quadrant II
Ptential Custmers
 Quadrant III
 Quadrant IV
Ecsystem Analysis
Value Chain/Business Mdel Analysis
 Offline Mdel
 Online Mdel
 Cmparisn f the Tw Mdels
Handset Manufacturers
 Overview
 Unique Characters
Mbile Operatrs
Chipset Makers
Map and Sftware Suppliers
Technlgy Trends: GPS vs. A-GPS
What Is A-GPS?
Advantages f A-GPS
 Imprved User Experience
 Enhanced LBS Services
GPS Functin Cst Breakdwn
Market Drivers and Barriers
Drivers
 Mre GPS Phnes Available
 Richer Services
 Imprved Technlgies
 Intense Cmpetitin
Barriers
 Lw Cnsumer Awareness
 Unclear Online Applicatin Strategy
Market Frecast 2008–2012
Prfiles
Handset Manufacturers
 Nkia
 Dpd
 Ami
Mbile Operatrs
 China Mbile
Methdlgy
Glssary
Related In-Stat Reprts
List f Tables
Table 1. GPS Handset Manufacturers and Main GPS Prducts
Table 2. GPS Functin Cst Breakdwn (US$)
Table 3. China’s GPS Phne Market Shipments Frecast, 2008–2012 (US$ in Millins)
List f Figures
Figure 1. China’s GPS Phne Market Shipments Frecast, 2008–2012 (US$ in Millins)
Figure 2. Custmer Segment Analysis
Figure 3. Value Chain f Offline Navigatin Mdel
Figure 4. Value Chain f Online Navigatin Mdel
Figure 5. A-GPS System
Figure 6. China’s GPS Phne Market Shipments Frecast, 2008–2012 (US$ in Millins)
4. Increase in Family Cars Drives PND Grwth in China
Prduct Number: IN0804248CWW
Publicatin Date: April 2008
Number f Pages: 20
Analyst: Anty Zheng
Price: ,495 U.S. Dllars
Abstract
In 2007, prtable navigatin device (PND) shipments in China exceeded ne millin fr first time, a 90.9% increase ver the 550,000 shipped in 2006. This high grwth was primarily driven by price declines.
T identify cnsumer demand fr PNDs, this reprt prvides an analysis f the develpment f China’s autmbile market, especially the family car market. It als prvides an verview f the PND market value chain and intrduces the majr players in the PND market.
T evaluate the grwth ptential f the PND market, this reprt als presents a cmparisn between PNDs and in-car navigatin systems and then between PNDs and mbile handset navigatin devices. Based n this analysis, the reprt identifies drivers and barriers fr the PND market and PND shipment frecasts frm 2008 t 2012.
Table f Cntents
Executive Summary
Intrductin
China's Vehicle Market Overview
PND Value Chain Analysis
Market Overview
Digital Map Prviders
Mapping Sftware Prviders
IC Vendrs
PNDs, ODMs, and OEMs
PND Sales Channels
PNDs vs. In-Car GPS Navigatin
PNDs vs. Mbile Navigatin
PNDs vs. Offline Mdels
PNDs vs. Online Mdels
PND Develpment Trends
Drivers and Barriers
Shipments Frecast
Methdlgy
Glssary
List f Tables
Table 1. Overview f China's Digital Map Prviders
List f Figures
Figure 1. China's PND Market Shipments Frecast, 2006-2012 (Units in Thusands)
Figure 2. China's Vehicle and Family Car Shipments Frecast, 2006-2012 (Units in Millins)
Figure 3. Value Chain f China's PND Industry
Figure 4. China's PND Market Shipments Frecast, 2006-2012 (Units in Thusands)
5. TD-SCDMA in China: Tw Years Away Frm Ten Millin Users
Prduct Number: IN0804251CWW
Publicatin Date: June 2008
Number f Pages: 28
Analyst: Alvin Mu
Price: ,995 U.S. Dllars
Abstract
The develpment f TD-SCDMA will remain in its infancy thrughut 2008, with the ttal number f subscribers reaching 600,000. In 2009, fllwing a pssible netwrk expansin t tier-tw and tier-three cities, the number f TD-SCDMA subscribers will explde t 4.3 millin and in 2010 t 15.7 millin. By then, China Mbile will be fcusing n HSDPA/EDGE instead f just n TD/GSM dual-mde. The capex n TD-SCDMA is estimated t peak at US.3 billin by late 2008 r the beginning f 2009.
In-Stat believes that the market will mve in TD-SCDMA's favr in 2009, and that 2009 will be the turning pint fr TD-SCDMA's grwth rate, which will reach 617%. Hwever, the number f subscribers will nt pass 10 millin until 2010.
In This Update
Executive Summary
Intrductin
Overview f China’s 3G Market
Restructuring Beneficial in the Lng Run Only
Telecm Restructuring
Awarding 3G Licenses
Cnclusins
TD-SCDMA Nt Ready fr Large-Scale Cmmercializatin
TD-SCDMA Market Update
TD-SCDMA Terminal Mdels
Dual-Mde Cmpared t EDGE-Only Handsets
Vide-Phne Perfrmance
MBMS a Year Frm Cmmercializatin
HSDPA Nt Usable n Current Handsets
Cnclusins
Operatrs Nt Actively Prmting Until End f 2008
Technical Evlutin
Operatr Strategy Analysis
TD-SCDMA Market Frecast
TD-SCDMA Trends
Market Frecasts
Methdlgy
Related In-Stat Reprts
List f Figures
Figure 1. TD-SCDMA Subscriber Frecast (in Millins)
Figure 2. TD-SCDMA Handset Subscriber Frecast (in Millins)
Figure 3. TD-SCDMA Data Card Subscriber Frecast (in Millins)
Figure 4. TD-SCDMA Netwrk Equipment Capex Frecast (US$ in Billins)
Figure 5. Prcess f Telecm Restructuring
Figure 6. TD-SCDMA Terminal Market Share in First-Rund f Bidding
Figure 7. TD-SCDMA Subscriber Frecast (in Millins)
Figure 8. TD-SCDMA Handset Subscriber Frecast (in Millins)
Figure 9. TD-SCDMA Data Card Subscriber Frecast (in Millins)
Figure 10. TD-SCDMA Netwrk Equipment Capex Frecast (US$ in Billins)
报告简介
In 2007, China’s mobile advertising market grew 97% over the previous year. Currently, SMS advertising is the type of mobile advertising most widely used and represented an estimated 40%–50% of China’s mobile advertising revenue in 2007. However, SMS is widely considered spam and is, therefore, likely to decline significantly during the next few years. WAP advertising, especially sales-oriented advertising, will grow rapidly in the same period. Interactive marketing is also gaining interest from brand advertisers, providing the next area of growth.
Consumer acceptance of mobile advertising is lower than with other advertising methods; however, ads that are related to topics of interest to consumers are likely to be very successful. Spam and traffic costs are the primary barriers for consumer acceptance of mobile advertising.
Most mobile Internet users in China are young and tech-savvy, with low- to mid-level personal income but high purchasing power. As such, we think that fashionable, interesting, leading-edge products or advertising campaigns may appeal to them more.
This report covers China’s mobile advertising market with an analysis of features, market size, types of mobile advertising, value chain structures, business models, pricing models, market drivers and barriers, and forecasts. It also includes the results of a survey of Chinese mobile Internet users that sheds light on the attitudes of Chinese consumers with regard to mobile advertising.
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