Liucheng Min: mobile Internet era of steady development of the Road
December 21, 2010 of: Guo Kaisen reproduced Source: Guo Kaisen's blog Recommended by: avene
I broke the news in the global mobile broadband boom, investment in people to bring new hope. Morgan Stanley analyst that Tremendous growth potential users to And contrast the excitement of the industry, in a group of people in Shenzhen Tencent extraordinarily calm, Tencent Liucheng Min, president of wireless business prudently told the author that they believe the mobile Internet in the spring quite far away, at this stage we must take the value around the user a good platform, good product to achieve sustainable development in the future. The following is the dialogue Record:
Focus on user value
, Tencent 5-year transition, the core of the wireless experience
Guo Kaisen: Since Tencent listing, review the wireless business in the income share of Tencent, once in the era Monternet the proportion of 45%, but then gradually reduced, has been stable until now such a 14,5% ratio. Can you look back at this period of history?
Liucheng Min: Tencent Wireless has been ten years old. Company earnings also depend on the initial wireless profitability, the company most of the money when the market Monternet. Monternet began to decline in 2004, 2005, Tencent, the establishment of the wireless sector, the time to start all year has been difficult to 06,07 to 08 a little better, 2009 is the first year of 3G, the situation also occurred more big change.
Guo Kaisen: Do you think in the process of transition, Tencent wireless experience, where the largest?
Liucheng Min: 5-year transition process, we realize two reasons: first, the user value is the fundamental criterion for evaluating the product, can not rely on Evaluation of the original SP business is not valuable, this is very important. To determine the value is not a user, because the existence of a user value is the product of reason. Therefore, SP was part of our business such as mobile QQ service, is able to increase customer value and optimize the user experience; the same time we are also looking at MMS and WAP valuable business can do better, we have in these areas continue to work hard, and constantly optimized. Therefore, it is because we live to the user value and not excessive marketing, do not be too dependent on channels, or ready-made user base to pull the user, and to find a way to retain customers, to customer satisfaction.
Second, we must make full use of the advantages of Tencent resources and take the path of integration of wired and wireless, cable should be turned into the advantage of the advantages of wireless, we must create their own platform, the Internet economy, or economies of scope, or call platform for economic, mobile Internet also has this feature. If there is no basis for such a large user base and traffic, is difficult to produce more value-added services or advertising revenue. So, 8 years ago we started working on mobile QQ, Tencent mobile phone network. When our mobile phone users and Tencent QQ have a certain amount of time, we started 4 years ago, for example in building a gaming platform, other platforms, we co-operate with China Mobile Mobile Games Center, which is we compare the innovative business mode. After we have a lot of innovation and new business models: for example, like Internet games, like pass through the charging mode, and we started to actively try to SNS game on the phone, cell phone games on the web. Although the WAP version of the user experience is not very good, however, gave some specific user groups (in particular, the conditions are not Internet users) to create a great value.
Guo Kaisen: Through the transformation, is not that a problem? that: all are from
Liucheng Min: Yes, but also by SNS community has accumulated a large user base, so to make our great platform for mobile phones and mobile phone Tencent QQ more stable platform.
Guokai Sen: In the past five years, our wireless business transformation process, Tencent, the biggest problem facing the challenge or what?
Liucheng Min: The biggest challenge, mainly from two aspects, first, the industry continues to change, we need to keep a steady income growth, as a large company, you can not do the things that quick success, the need for a long-term and short-term balance. The second is to retain talent, especially in 05 low 06 when the wireless Internet, so continue to give us hope, and then keep the team, this matter is also a great challenge.
mature mobile Internet business model of short-term difficulties there
Guo Kaisen: You just mentioned that have built value-added services and advertising platform for the future, what do you think the wireless advertising industry. Future mobile Internet in digital marketing and advertising will be a kind of future?
Liucheng Min: not the same as China and Japan, the Japanese mobile media advertising is developed, like mixi, Gree, several good companies, mobile advertising revenue share is larger. Mixi particular advertising revenue over its total revenue Qicheng. Some mobile site, digital marketing is well done, the mobile media industry is one of the largest advertising company Dentsu investment, a hundred million dollars in revenue a year.
I recently discovered a change, went to Japan for three years, mobile media, advertisers are also largely virtual products and sell the game to promote music. But now change is, like Coca-Cola, BMW brand cars and other large entities are willing to advertise on mobile media and even some luxury brands in Japan, mobile phone media is also running.
However, China's mobile media advertising market is still immature. The reason is that China's mobile Internet or from the three low crowd began. Some high-end smart phones, such as Iphone and Android mobile phones in China is very small, accounting for mobile Internet a very small proportion of the population. In other words, people now use mobile Internet advertising is not the decision makers and buyers. This factor leads us to the number of wireless Internet marketing also need quite a long time. Japan is different, the beginning of Japan's mobile Internet e-mail is from the beginning, e-mail most business people use.
Guo Kaisen: the landscape of mobile advertising is mainly affected by screen size, display form and other restrictions?
Liucheng Min: relationship a little, but not the main reason. Because you do not CPM, but can do CPC, CPA, like Japan,
Louis Vuitton Top Handles, then CPM, CPA and half of the ads too. Small screen does not matter, small enough to be a link you can do activities, you can pay per click, or with the effect of payment transactions. It is mainly a relationship and the Internet crowd. This need to go through a relatively long process, waiting for the Internet population changes.
Guokai Sen: From the perspective of business model, you determine what is in a wireless Internet environment, it is now?
Liucheng Min: Now I think it is a slow growth period. It is a ready process. Users can not mature overnight, or the user is dramatically changing the structure; terminal platform can not be immediately mixed qualitative change; Network sudden overnight you can not build a complete, all the business can be smooth running; can not be like the Japanese operators are given a sophisticated and well as soon as the billing environment. So I think the mobile Internet take some time before the arrival of spring, short term, be a mature business model there.
users with better products and services to the healthy development of the future
Guokai Sen: Now three components: terminal manufacturers, Internet companies, as well as operators, which in the future among the mobile Internet industry in China, what role, it is now clear you?
Liucheng Min: I think the operators or the most important role is dominant in the value chain. From Japan, the United States and other countries in the development of experience, operators or the most important, because he possesses a huge user base resources, network resources, but also the right to choose the terminal, these are the most important. Mobile operators when the Internet is also facing challenges, are under great pressure. Everyone wants to try a new platform model, but is still far from mature. Apple iphone terminal manufacturers are engaged in an App store, no other success stories.
Guo Kaisen: Tencent Why not play such a role similar to Apple App?
Liucheng Min: We can not do. We still have to make products, the development of the user, and then meet the main needs of the user to see the evolution of it, so I think China Mobile is still the best hope I can do it, and do it for our good, too.
Guo Kaisen: Tencent future do not like Apple's vertical integration?
Liucheng Min: This is based Tencent many years the problem DNA of an enterprise, many years we used to do a service provider. This is our position will not change. We do not do mobile phones, we will not do operators do, you have to you in your core areas have done well in this area is very good. Tencent to do service, good products, good customers wait to keep them; keep him, we are here, the platform can be built up. We do not come, the platform does not exist.
Guo Kaisen: mobile Internet industry, development of the Road, product and marketing is more important do you think?
Liucheng Min: Marketing can not be over, we still advocate pulling products, products will have the ability to retain core users. Therefore, we tested the ability of indicators, or ask a guest to stay, so the team has a correct orientation, that is, value-oriented users, new users is important, but we also value active users; second indicator, we see the user's reputation, as far as possible allow users to word of mouth, which is more realistic; now word of mouth are also WEB2.0 word of mouth, spread among friends, this is another prerequisite for the spread of stronger products, hard effort. So do all the basic products, most important, we believe that in this industry only through their good products and good services users, the future is possible to achieve steady growth.
Liu Chengmin mobile Internet era of steady develo
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