The most updated digital media scene of China - written on Dec. 2012

1. A Digital Media View
Nana Lin
Dec. 2012

2. 1 Digital Market in the World

3. The population of Netizen Worldwide
internet penetration
2,405,510,175
34.3 %
7,012,519,841
The population of the world
Source: United Nations, internetworldstats.com Jun. 2012

4. Asian Internet Users Top the World
Internet Users in the World by Geographic Regions, 2012
1,077 million Internet users
4 Source: internetworldstats.com Jun. 2012

5. US Internet Ad Market Keeps a Steady Growth
5
Source: IAB internet advertising revenue report Oct. 2012

6. Internet Ad Still Has a Big Space to Grow
% of Time Spend in Media vs. % of Advertising Spending, 2011
Internet Ad $30Billion
Mobile Ad $1.6Billion
6
Source: IAB internet advertising revenue report

7. Facebook
Over 1,000,000,000 Users 26% YOY
20min time spend per visit 7
Source: Facebook

8. Facebook
86% Revenue from Advertising, 36% YOY
Source: Yahoo Finance

9. Facebook
14% ad revenue from Mobile
Completely acquisition with Instagram
Completely rebuilt Facebook for iOS for faster and more reliable
9
performance
Source: Facebook

10. Facebook
10
Source: http://www.facebookstories.com/

11. Google
Ad Formats – FY 2012, USA
Search Ad $8.16Billion
2%
YOY
11
Source: IAB internet advertising revenue report Oct. 2012

12. Google
77% Revenue from Advertising Revenue, 45% YOY
18% Ad Revenue from Mobile Bring Chrome desktop browser to
Android & Iphone devices.
Acquires Motorola Mobility
12
Publish Chrome OS system notebook Source: Yahoo Finance

13. Yahoo！
Revenue flat YOY
Launch IntoNow 3.0, an innovative and fun way to connect with
friends and get more from TV experience. 13
Source: Yahoo Finance

14. Implications for us
Despite ongoing economic hurdles worldwide, Internet ad
market keeps steady growth.
Comparing to offline media ad budget allocation vs. time spend,
Internet & Mobile ad market still has a large space to fill in.
Digital media companies are fast moving to mobile and have
started to benefit from mobile revenue.
14

15. 2 China Netizen Status

16. Chinese Netizen Population Tops
392 million Urban Netizen
In urban area internet users penetration is over 70%, the next wave increase
of internet users will be seen mostly from rural area and elders. 16
Source: Internetworldstats.com Jun. 2012, CNNIC Jul.2012

17. Chinese Netizen Major Internet Usage
Note: HY Increase rate refer to 2012.6 to 2011.12
Comparing to developed country as US, the major purpose of internet usage in China is
inclined to entertainment, but functional usage as online banking is also catching up quickly.
17 Source: CNNIC 2012.7

18. Chinese Netizen Major Internet Usage
Average Weekly Time Spend by Media Type
Min
Chinese Netizens spend more time on online video, portal sites instead of social
networking sites and blogging, among those sites, the most frequently visit by week is
portal, online shopping & search.
18 Source: Iresearch

19. 3 In Chinese Consumer’s Mind
19

20. Though Economy is in misty, Chinese Consumers
Expect High
China GDP GROWTH, 2007-2012
The Chinese Consumer Index remains
steady in the past 3 years though China
GDP has dropped from 10.3% to 7.6%.
Statistic till end of 2011, the Chinese
income per capita has increased 17.9% in
Rural and 14.1% in Urban area YOY.
According to Mckinsey 2012 annul
chinese consumer report, 56% of the
interviewed chinese expect their income
will increase significantly in the next 5
years.
20
Source: The World Bank, China National Bureau of statistics

21. Chinese Consumers are Likely to Pay Premium
The Chinese are getting richer and under
the influence of the western culture, the
rising need for better products and
services are forged into the lifestyle
changing phase in which the majority of
Chinese people are experiencing.
China is well known for manufacture as
well as its bad quality control, with the
frequent reporting of fake and low quality
products such as chemical eggs, poisoned
milk powers, the Chinese consumer is very
cautious about quality and they are willing
to pay premium price for better quality.
Source: McKinsey Annual Chinese Consumer Survey (2011-2012)
21

22. Same as Chinese, but Thinking Differently
Apparently, China is huge and sophisticated that people behaves differently per
city tiers, result from different economy growth and culture influence.
Comparing Tier 2 & 3 consumers,
Tier 2 consumers show a strong increase
tendency in buying better products and
services, whereas tier 3 consumers are
intend to buying more in large quantity
and more frequently.
Tier 1 consumer are more into new
products, and tier 4 for covering basic
life needs.
Source: McKinsey Annual Chinese Consumer Survey (2011-2012)
22

23. A New Trend of Consumer Spending Behaviour is rising
With the increasing buying power of 70s,
80s, a new trend of consumer spending
behaviours is rising as people are more
brand driven.
Old Value
Seeking good value for money, resisting
impulse buying, and spending considerable
time researching purchases.
New Value
Consumption of the sort typified by
westerners, whether a product reflects
the user’s sense of individuality.
Due to a busy lifestyle, shoppers are likely
to rely on additional ways to purchase,
notably internet, other than retail store.
23 Source: McKinsey Annual Chinese Consumer Survey (2011-2012)

24. Implications for us
Chinese consumers’ buying power will continue increase
along with the fast urbanization pace.
High quality assurance is driven the need for Chinese
consumers’ willingness to pay premium.
The old value of price preference purchase behavior will
gradually be replaced by brand/self indulgency toward.
24

25. 4 China Digital Media
& Ad Market Status

26. China Accelerates Building Internet Infrastructure
With the government driving “The national 12th-5-year plan” and
“3-screen project”, broadband facilities have been fast setting up nationally.
73% of Chinese Netizen is
broadband users, with
an average of 3.2Mbps bandwidth,
and in 5 years, China is aiming at
improving the bandwidth to
20Mbps
China has now more than 2,500,000
websites, with an increase rate of
36.6% YOY
Source : CNNIC 2012.7, China Daily

27. Traditional Media Ad Resource Shrink in 2012
Due to a series of regulations on TV ads, TV ad resource keeps shrinking since 2011,
Print media in China is kept losing readership, and in transit to content digitalization.
27 Source : CTR 2012

28. Radio ad Cost Keeps Growing, Newspaper Plunges
% Change Ad Rate Card Cost 2012 Q1 vs. 2011 Q1
28 Source : CTR 2012.1-2012.6

29. China Internet Ad Market keeps the momentum
29 Source : Iresearch

30. Internet Ad Still Has a Big Space to Grow
% of Time Spend in Media vs. % of Advertising Spending*, FY2012
*Analysis Data without Outdoor
30 Source: CNRS Jun 2012, AC Neilson 2012, Iresearch

31. Display Ads in China Remain BIG
Generating impressions is still the first priority for marketers to build brand
awareness and an important KPI to measure online campaign. Branding is
one of the major purposes for online campaign planning.
31 Source : Iresearch

32. Display Ads Income is Still the Major Revenue for Portal Sites
Display Ads Revenue by Media Types The majority portal sites have diversified
its business to video, social and these may
turn into additional revenues.
The big events in 2012 as Olympic, help
bring in more ad income for portal sites
Major Portal Sites Revenue
Though the major display ads revenue
still goes to big portals, some portal site
is converting to sell parts of banner ad
placements through RTB, which will
bring down the display ads price in the
near future.
32 Source : Iresearch

33. RTB – The Future to Buy Display Ads in China?
RTB on display ads allows advertisers to buy
ads in real time based on a pairing of audience
data with publisher-served impressions.
Japan started to adopt the RTB mode this year
and a $200million media purchase is
predicted.
With the current media agency & ad network
vendors taking lead into developing RTB
system, we will see China make the next big
leap into the new ad-purchase territory as
soon as in 2013.
Source: http://www.emarketer.com/Article.aspx?R=1009454&ecid=a6506033675d47f881651943c21c5ed4
33

34. What RTB means for Marketers?
Marketers will benefit in Media Buying,
because RTB enables ad to be bought in
Real Time at a Competitive Price.
Marketers will benefit from Ad Efficiency,
because RTB enables On-Target Ads and
.
cross site Frequency Control. Marketers
will benefit from obtaining TA, because RTB
enables to build TA database and Bring
New Insights
34

35. How can Accuen help?
Accuen can target those who have
visited your Official Site
Accuen can target those who have
searched for your brand/product Accuen can target those who read
your brand related content.
35

36. Tencent – Too Powerful to Neglect
Simultaneously online users peak reach 167,300,000
An average account has 70 friends
Comparing to Youku, Sohu Video, QQ video starts late, but now powering up. It
aims at the hulu style,IM Account in not only domestic but overseas content as
Active and brings Reach 721,000,000
CSI, Modern Family, a total of 24 shows, so as Hollywood movies.
Over 50% active accounts has QQ show
Monthly UV over 380,000,000,
covering up to 70% Chinese netizen
QQ onAge 19-30 quite common used for young students also for those
mobile is users take up to 54%
netizens in low tier cities in which they surf internet through their feature
phones for browsing news (QQ WAP, QQ IE), IM, QQzone and etc.
The biggest SNS in China for blogging, photo sharing
Daily UV 37,000,000
36 Source : QQ 2012 Q1 Revenue Report

37. Tencent – The Next “Serious” Portal to be ?
Though Tencent has a large user base originated from its IM, it is trying very
hard converting its image from low tier younger user favorites, to a high-end
serious news portal, as its rival SINA.
Tencent is enhancing its news and big event report ability. In 2012 EuroCup and
London Olympics, Tencent has showed influence in its news coverage
effectiveness, building interactions with athletes through QQ Weibo and Wechat.
37

38. Tencent – Wechat, Marketing Sword for O2O?
Location based Mobile Social Tool QR Code Integration O2O
Restaurant Chain Xiapu encourages consumers to add its Wechat account by scanning its users
- Over 200million
QR code and immediately becomes a member to receive discount price. Available on IOS, Android,
-.
windows Phone & Symbian
Nike utilize Wechat to support its Support Text, Voice & Video
- offline events. Fans will
Chat
receive tasks and achieve badges, collecting 5 badges then
can receive a gift.
Social Chat by Interests Group Easy to share
Durex to maintain daily intimate communications and
interactions with Fans through WeChat.
38

39. Search Keyword Ads Keep Steady Increase
Search ads in China are in
various formats. The total
search budget could take up to
40%, and with the popular
usage of mobile and vertical
search, search ads will keep a
steady growth.
Search Queries Traffic, 2012 Q2
Sogou, which is owned by Sohu, is catching up
quickly. Its popular products: Sogou text input,
Sogou IE, has brought in certain amount of loyal
student users , and helped convert users to Sogou
search.
77% search market revenue
39 Source : Iresearch

40. Baidu – The search Giant, or next Portal site to be?
Mobile Search Queries Traffic, 2012 Q2
In mobile search, Baidu is still no.1 search
engine, but its leading position is catching up
by Easou, a local company focused on mobile
search since 1999.
Instead of mobile browser search, baidu is
extending to mobile app and in-app
search.
Through Baidu app to conduct in-app
search, user can play video, music directly
from clicking on search result.
40 Source: iiMedia Research

41. Baidu – The search Giant, or next Portal site to be?
Besides enhancing its search business, Baidu is aiming at diverse its business
based on the insights from people’s search behavior.
Online Music Platform
Baidu has integrated Baidu MP3, TT player and
Baidu Ting into a new platform as music.baidu.com
to provide tons of original music.
Online News platform
Baidu News Internet platform is an aggregation of information from many news
resources, and this gives readers a wider choice of information and in-time news
updates. Baidu recently launched its news app, which personalize new info. based on
user’s interest, this way of filtering information fits into this fast pace and info. junky
world, and now Baidu new app is the no.1 download on Android market.
41

42. Vertical Search, Another Area to Expect Fast
Growth
Vertical Search Ad Market Revenue
The fast growth of vertical search mainly benefit from E-commerce.
42 Source : Iresearch

43. Vertical Search, Another Area to Expect Fast
Growth
Netizen Search by Media Type 2012
Search within websites
Though comparing to generic and in-site search, vertical search showed a
relative small percentage of usage, mainly due to lack of awareness, with
dominant media vendors start to convert their in-site search into vertical
search (Youku: Soku, Taobao: etao, Baidu: Qunar), we foresee a netizen
search behavior change.
43 Source : CNNIC 2012

44. 44

45. Online Video, A Battlefield for Marketers
-65% of total netizens
-Daily average user spending
time reach 35min.
The amount of online video users
has increased dramatically in the
past 5 years. Since video sites
provide a wider choice of contents
and play on user demand, It
increasingly occupies users’ time.
With the government enhancing regulations on TV According to the survey report,
content & ads, more and more TV stations considered post-80s users have decreased
Internet as the second important content distribution TV view time by 65% in the past
channel. 2 years.
45 Source : Iresearch

46. Online Video Sites are Turning Profitable
The majority of video sites income comes from ad revenue, whereas in the
past 2 years, with the high cost of copy right purchase, most of them couldn’t
make profits. By the end of this year, with more and more marketers invest in
video ads, and the cost of copy right falls back to a normal range, video sites
will eventually start to be profitable in the following years.
46 Source : Iresearch

47. Since the merge in early 2012, the two video sites joined venture take up to
21% of total online video ad market share, and cover 70% of online viewers.
After the merge, youku & tudou has made big moves to enhance its no.1
online video site position.
Import Contents - Paid membership to 2 million
Sign with Sony Picture, DreamWorks, Paramount, 20th Century Fox, NBC,
Lions Gate Films & Disney for hundreds of movie copyrights.
Develop Contents - In-depth cross media relationship
Produce Micro-film, talent shows with well known directors and TV
producers
Mobile
System-level integration with IOS
47 Source : Youku Revenue Report Q1 & Q2 2012

48. Client-Side Video, Reach High Stickiness Youth
Compared to webpage video sites as Youku, client-side video mainly focus on long
length content, and they reach a different type of users (Age 18-35).
Client-side Video User by Age Group
Visitor Overlap 16.27%
Client-side video daily average time
spend per person is 50mins
48 Source : Iresearch, Nielson research Q2, 2012

49. Online Video Sites For Marketers - I
It is most commonly used among video sites to purchase copyright through
copyright distribution or exchange instead of exclusive copyright due to the high cost.
This will lead to the fact that there are less content differentiations among video sites.
Video ad as a complement to TV ad, but better deal
Enhance Brand Engagement
15’ Pre-roll video ads and various types of video ad formats is able
TV
to deliver rich interactive content to users and the engagement
rate is higher than regular banners.
Result Traceable
Through online video ads, you not only can see the average ad
view time, also identify the users following behaviors.
Cost Efficiency & Targetable
Online video ads can be delivered by geographic/content, and have
a much lower cost than TV ads.
Online Video
49

50. Online Video Sites For Marketers - II
Branded Content, Easily engage & Influence
Branded content is - A form of content produced by a brand through entertainment to
build consumer knowledge and affinity of the brand.
The way to use branded content varies from product placement, program sponsorship,
custom programs, game developing, micro-movies, “how to” videos, Apps and etc.
50

51. 51

52. Cannes Branded Content Bronze, 2012
52

53. Content – Brand Will Become Media?
Driven by social media, many brands have started to produce their own content, but
sooner or later, brands will need to build their own media empires. Because much of the
content that tends to do the best is oftentimes associated with current news or highly
relevant social issues. In another words, brands need to team up agency partners to catch
the real-time pulse and make efforts.
Source : http://www.futurelab.net/blogs/marketing-strategy-innovation/2012/11/brands_will_become_media_heres
53

54. Social media is never a simple media touch point.
it is a platform where we understand, engage
and influence our target audience.
We need Tools to listen, analysis our TA’s social behavior to
understand them and get insights.
We need Strategy to guide overall content development
and campaign deployment
We need a Team to react & response fast
54

55. Sina Weibo, Mobile is the Great Accelerator
According to Iresearch, the traffic of Sina weibo usage from mobile has exceed PC in 2012.
- Total Users exceed 368million
Sina weibo mobile
- Daily Active User 36.5million ads keywords
targeting
- Active user mainly age 20-40,
white collar, tier 1 city
- Average Daily Time Spend 16mins
- Daily Visit 3.1 times
55 Source : SINA Revenue Report Q2 2012, Iresearch

56. Sina Weibo for Marketer - Daily Communication
Durex Weibo Account sends out on average 10 pieces of information daily, the majority
messages include a picture
Among those forward over 1000 messages, less products info., more related to audience,
the tone of content is funny.
56

57. Sina Weibo for Marketer – Follow the Big Event
At 9:30pm on 6th Aug London Olympics, Chinese athlete Chen YiBing
lost golden medal. Most of viewers and sports experts claimed the
unfair judgment of scoring.
At 10:06pm, Nike post the Weibo on its
official JustDoIt account, using the
copywriting as: “There isn’t absolutely fair,
but there is absolutely great.” This weibo was
forwarded 60,000+ within several hours.
57

58. Sina Weibo for Marketer – Follow the Big Event
Chinese athlete Sun Yang broke world record of swimming by 2 seconds’
margin.15million weibo users were talking about him after his 2nd
victory in Olympics.
Nike post the creative with: “Great
is to let world record rushing behind
you.” And it achieved near 15,000
forward within 2 days.
58

59. Renren, In a Critical Transition to Mobile
- Total Users 162 million
2012
- Daily Active User 42million
2011
- Active User mainly age 19-30,
2010
student & white collar, tier 1-2
2009
- Average Daily Time spend 12mins
2008
Smiliar to Facebook, Renren has
2007
introduced Timeline to user and
brand page layout. This approach is
2006
easier to show/tell brand story.
2005
Renren’s overall strategy is
changing to mobile focused, as
Born
investing in mobile gaming, ads &
mobile ecommerce.
59 Source : Renren Revenue Report Q2 2012

60. 60

61. Mobile, Tomorrow is Today
Netizen by Internet Access Device
Mobile Netizen by Age Group Mobile Netizen Urban vs. Rural
The composition of mobile netizen contains bigger percentage of rural (27% overall
Internet netizen)and younger users (26.6%). mobile is the major drive formobile
The amount of China mobile netizen has reached to 388million, and rural area
internet coverage, as for recent analysis, 60.4% new netizens from rural area access
device has surpassed desktop becoming the No.1 Internet access device.
internet through mobile, compared to desktop (45.7%) and laptop (8.7%).
61 Source: CNNIC 2012.7

62. China, No.1 Smart Phone Market
Top 5 Smartphone Markets Share by Shipments, 2012
290millon smartphone users in China
The low-cost smartphone (<$200) is
the main drive for China
smartphone fast adoption.
62 Source: IDC, iiMedia Q2,2012

63. Chinese Netizen Major Mobile Usage
Note: HY Increase rate refer to 2012.6 to 2011.12
Comparing to internet usage, mobile usage is still focused on basic functional usage as text
messaging, browsing text-based content and search info. With the 3G/4G prevalence and
the increase of connection speed, more variety behaviors will be expected.
63 Source: CNNIC 2012.7

64. Mobile, the Always-on Screen Market
Mobile Ad Market
Brands need to focus on mobile, not only from a media perspective, but from an
overall marketing communication point of view, Mobile is playing an important role in
our consumer’s daily life. From getting info., social to entertainment.
64 Source: Iresearch

65. What mobile advertising can bring to Brand?
Wide Reach, Mass Awareness
With 880 million Mobile phone users this year, and mobile becoming the
no. 1 way to access internet in China, it’s clear that mobile advertising
allows for mass reach, making it a powerful tool for brands to use to drive
awareness.
Awareness Consideration 65 Preference Purchase

66. What mobile advertising can bring to Brand?
Mobile advertising is not only simple reach. With the
right context and relevancy to the said target, it has greater
impact in driving consideration & purchase.
Targeting, targeting, targeting!
Mobile advertising provides unparalleled opportunities for targeting. At a basic
level, brands can target by time of day, handset type and operator.
Now, location—down to a matter of meters—is also increasingly being offered as
another targeting option, meaning brands can target a specific audience outside
and even in store with mobile specific messaging.
Media bought on portals that collect consumer details enable even more specific
targeting based on factors like gender, age, interests, and postal address
Awareness Consideration 66 Preference Purchase

67. What mobile advertising can bring to Brand?
Rich Interactivity & Better Engagement Result
According to Media Mind 2011 report, an average
Mobile ad CTR is much higher at 0.61%
compared to the online ad CTR at 0.07%.
Rich Media Ad interactivity can include
- Call in to a hotline number
- Registration
- Share to social network
- Video link
- Map view
- Link to web
Tap Slide Shake
Awareness Consideration 67 Preference Purchase

68. What mobile advertising can bring to Brand?
Product Discovery
Mobile banner ads, especially the rich media ones can have unlimited discovery
opportunities with features, like scroll, mouse over to know more about each feature of
the product or product reviews from other consumers. A great way to bring alive your
product catalogue or insert a video ad demonstrating the product in action.
- 360’ product exploration
- Embedded video to tell
product story and build
emotion
- Swipe to see more photos
Awareness Consideration 68 Preference Purchase

69. Mobile Ad Formats Pros & Cons
Text Message Wide Reach Cost Effective Targeting Interactivity
Can text a large number of people at one time making it a
cost effective way to reach a large number of people. Can be
very targeted as opt in databases from networks traditionally
hold a lot of information such as age, sex and interests
There is a danger that your message may be unwelcome
and treated as spam. There is a challenge creatively as you
need to fit your message into 160 characters including spaces
Deployed to All handsets
69

70. Mobile Ad Formats Pros & Cons
Banner (basic) Wide Reach Cost Effective Targeting Interactivity
Mass reach and easy and quick to implement. Targeted; on ad networks by
handset, operator, time of day and potentially location and, for media
owners who collect the data, age, sex, interests etc. Visible and eye catching
as often the only ad on the mobile screen and the only thing moving.
Limited creative capability
Deployed to all handsets can access internet
Mobile WAP Sites, Applications
70

71. Mobile Ad Formats Pros & Cons
Banner Wide Reach Cost Effective Targeting Interactivity
(expendable)
Targeted and experiences high CTRs of 0.61% compared to 0.07% for
online ad (MediaMind 2010). As are interactive can be very visually
captivating providing a stronger branding experience than basic
banner adverts
Requires creativity and development; more costly than a basic
banner ad. Still relies on people clicking the banner advert to expand
it and get the full branding experience. Slightly lower reach as only
work on smart phones.
Deployed to Smart Phones
Mobile WAP Sites, Applications
71

72. Mobile Ad Formats Pros & Cons
In-App Ads Wide Reach Cost Effective Targeting Interactivity
All the benefits of the above banner ads plus allows the user to have
an app like experience without downloading an app making these units
highly engaging for consumers. Very good media to use for “disposable” app
ideas i.e. an app which it is likely consumers will only access once
Requires creativity and development; more costly than a
basic banner ad. Smaller reach as Only work on iPhones and
Android handsets. Small screen size may affect the ad display effect.
Deployed to Smart Phones
Applications
72

73. Mobile Site for Marketers
With more and more people access internet through mobile, shouldn’t
brand have a mobile-friendly site? Consumer Says YES
When they visited
a mobile-friendly 67% of people say
Nearly 75% of that when they visit
site, 74% of
people prefer a a mobile-friendly
people say they’re
mobile-friendly site, they’re more
more likely to
site likely to buy a site’s
return to that site
product or service
in the future
73 Source: Google Mobile Site Research July, 2012

74. Mobile Browser, the Entrance to Mobile Internet
The usage of browser on smartphone by OS
73.1% smartphone users
access internet through mobile
browser and over 50% mobile
netizens use browser in a high
frequency on a daily basis.
Websites browsed by Netizen
The main purpose for using mobile
browser is to obtain information.
Comparing to social and video usage,
which takes longer time and
interaction, mobile netizens prefer to
access through APP for a richer user
interface.
74 Source: CNNIC 2012.7

75. Mobile Search, An important Way to Drive Traffic
How mobile netizens access mobile sites through mobile browser
The most common way to
access mobile sites is through
search engine.
What mobile netizen search through search engine
87.3% Mobile Netizens use
mobile browsers to search.
75 Source: CNNIC 2012.7

76. What Mobile Site can bring to Brand?
A mobile site is a key asset that can help your brand capitalize on many other opportunities
mobile has to offer, like Mobile Advertising, QR codes, AR technology, mobile text call to actions.
Communicate with Consumers Anytime, Anywhere
Unlike traditional websites, mobile sites are accessible anytime, anywhere, and on the
go – as long as there’s a data connection. By building a mobile site, brands ensure that
they are maximizing their availability to consumers. Mobile sites put brands wherever
consumers might need them, whenever they want: in store as a result of seeing their
product, on the couch after seeing a product advert on TV, or in the kitchen while
thinking about what to cook for dinner.
76

77. What Mobile Site can bring to Brand?
Unique Opportunities for Engagement
Mobile sites have unique features and capabilities not found on websites. From a basic
mobile site, consumers can click to find their way to a restaurant or store and click to
call and make a reservation. They can personalize their phones with branded content
such as a ringtone or wallpaper. And with newer HTML5 sites, they can interact even
further by tipping the phone or blowing into the receiver making the user experience
even more fun and engaging.
77

78. Mobile APPs for Marketers
APPS in Apple Store
78 Source: Apple Q3 Revenue Report, 2012

79. Mobile APPs for Marketers
Disposable APPs
An app which it is likely consumer only access once
79

80. Mobile APPs for Marketers
Marketers are recognizing mobile apps as a relevant tactic for brand
awareness and engagement as well as personal productivity and connectivity.
Entertainment Brand Butlers Tools
Enhance brand Support end customers Help audiences or customers
engagement and create the most of their do their jobs
fun, through games and daily lives and tasks. more efficiently and
branded activity. effectively.
80

81. Zhanghua introduced a Mobile game app with game-like-mentor
program built into it for students. The game idea revolves around
the concept of Army where Generals help guide their student force
to perform better. Inspired by Unilever’s well known ‘Huang Pu
Military Academy’ tag in China marketing industry.
• Gamified 3D visual
designed battle field
• 2-ways to explore
the battle field (SOS
- ask question and
March - quiz)
• Social account log-in
• Communicate via
voice
• Shake the phone for
career tips
81

82. Coca Cola fully utilized cross screen opportunity through this fun app.
The game is designed along with Coca cola commercial music. When
its TV ads on, users who play this game, are eligible for lottery.
82

83. Lee Kum Kee make an effort to encourage Chinese users
to prepare home cooked meals by developing an APP to
guide people to cook.
- Today’s recommendation: Shake for the choice of 3 daily recommend recipes
- Ingredient list: Add recipe & ingredient to shopping list.
- Latest promotion news: Latest products & promotion news.
- Photo Sharing by social platform
- Unit Conversion
- Official online store link : Online shopping address
83

84. Change the mood of a photo with the GE MoodCam™! Take a picture of
a room (or any scene!), then watch the mood change as you shift the
lighting using the GE Moodometer™. Learn how to create the look at
home, and even save a shopping list for a quick, easy way to find the
right light bulbs in the lighting aisle.
GE MoodCam
84

85. GE China Box is a useful tool for GE employees and customers to
keep updated with everything happens with GE as well as industry
news.
- Online content to be synchronized in real time
- Offline capabilities to interact with all downloaded content
- Flexible mobility architecture – with capability to display different
content format: from text files to PDF; from images to videos, HTML
and more 85

86. The Dell IT Executive Network (ITEN) app puts in one place the
industry content in the world for IT Executives. Constantly updating
with great new content from Dell and around the world, the app
will also feature exclusive content from the Dell World event.
• Content is available in the form of audio, video, PDF, web content
• Share content via email, Facebook, and Twitter
• Latest in solution specific content (i.e., Cloud, Virtualization, HPC, etc)
• Content filtering available by topic
• Download and save content for viewing later
86

87. Dell Mobile is a complete product app all its product lines:
desktop computers, laptops, monitors, printers and etc. User can
place direct order through this app and trace the delivery process.
This App is also connect to Dell service center.
- Compare up to three choices side by side
- Read product reviews and ratings
- Open our advisor tool, instant Dell recommendations
- Track your order status
- Scan your Dell service tag to check warranty and get support
87

88. Mobile Technologies for Marketers
IR (Image Recognition) AR (Augment Reality)
Everyone who has a camera AR allows for putting life back into
enabled phone can use IR if a print & publishing. A print ad or an
certain Mobile APP offers the IR image can effectively be turned into a
technology. Content on a snap website or detailed information
of a picture. On the go, browser. A static pack shot image can
especially at point of purchase. augment itself to give a sight & sound
of that product in action or recipe.
NFC(Near Field Comm.)
QR Code NFC is perfect for more secure
applications like paying for things or
Visual way to connect digital securely logging in at a location since it
information to physical locations. only works if the 2 devices are in very
Once user knows how to use QR close contact.
code with camera and has GPS
downloaded the
reader, it is a sticky behavior.. GPS enables brands to easily include event or retail finder
into their digital & marketing programs. A very effective
way drive in-store or in-event traffic. And for users to
easily search nearby information.
88

89. 89

90. 5 An Outlook for the Near Future

91. China, the Major Drive of the Global Economy
Growth in the Next 10 Years

92. China, the No.2 Digital Media Country in 2014
China is set to become the world’s second-largest advertising market in 2013, and the
second-largest digital advertising market the following year, behind the US.
Source: http://www.emarketer.com/Article.aspx?R=1009404#iqVBBicIwcimVSaE.99
92

93. Source: Xinhua Net

94. The World Will be in Connected Through Multi-screens
Multi-screen life will make us less focused in
one screen, but switch fast among.
49%
People when watch TV, Mobile Device
77% will have another device
in hand 34% PC/Laptop
94 Source: Google Study

95. Smarter Screen & Mobile Device Drive Always On
Markerless AR – a combination of AR and
pattern recognition – where images are
fired up based on a visual cue in the camera
as opposed to GPS position.
Google introduced Ingress, A world-wide
Alternate Reality Game. transforms the real
world into the landscape for a global game of
mystery, intrigue, and competition.
95 Source: China Market and Media Trends, phd

96. Offline to Online, or The Other Way Around?
PayPal is testing a new mobile shopping initiative that allows
customers to point and purchase using QR codes. PayPal has created
catalog “mobile shopping walls” in 15 metro stations in Singapore.
96

97. Offline to Online, or The Other Way Around?
Perch’s displays helps consumer to get more info. about the shoes from retail
store, e.g. what other colors it’s available in, how it could be styled. When you
lift it from the counter, interactive surface shows details about the brand, model
and price.
97

98. Offline to Online, or The Other Way Around?
Uber allows you to order a black car to come to
your location via the mobile app, and then watch
it come to you as the app tracks the car via GPS.
Payments are handled automatically by charging
the card you have on file, and it costs at least
50% more than a taxi.
98

99. Offline to Online, or The Other Way Around?
BaubleBar, a two-year-old online
retailer of affordably priced jewelry.
On Oct. 17, the company opened its
first shop at 230 Fifth Avenue in
New York City.
Much of the merchandise will be
exclusive to the Fifth Avenue location,
catering to regional tastes, trends and
styles. Impatient shoppers will be able
to stop by for more immediate
purchases and shop with their friends.
BaubleBar, in turn, will track buying
trends and interact with customers as a
means to inform its overall
merchandising strategy.
99

100. Thank you!