Reports

China’s mobile internet advertising sector, driven by the deployment of 3G networks in 2009, increasing uptake of smartphones, and steady growth in both the mobile subscriber base to over 810 mln and mobile Internet users to over 290 mln, is poised for rapid growth over the next 5 years.

Looking to take advantage of the mobile medium’s ability to deliver highly customized and segmented marketing campaigns, major brand names like BMW, McDonald’s, and Pepsi continue to increase their budgets for mobile advertising in China. At the same time, the market has matured and consolidated, with many early entrants – mobile ad agencies, WAP network operators, and mobile media – giving way to stronger competitors, while a host of new applications developers has emerged to drive market growth.

Published in August, Marbridge's 2010 Chinese Mobile Internet Advertising Report provides a detailed, 105-page overview and analysis of the Chinese mobile internet advertising sector, including:

• Market Size and Growth Forecasts
• Market Growth Drivers
• Revenue Models
• Company Profiles of 13 Major Industry Players
• Network and Platform Infrastructure Development Status
• Regulatory Environment
• Case Studies

TABLE OF CONTENTS

• 1 Introduction
  • 1.1 Market Size
    • 1.1.1 Mobile Internet Usage
  • 1.2 Overview of China’s Mobile Internet
    • 1.2.1 Operators
    • 1.2.2 Growth in Data Revenue
    • 1.2.3 3G Uptake
    • 1.2.4 WEB vs. WAP
    • 1.2.5 User Demographic
    • 1.2.6 Data Fees
    • 1.2.7 Network Infrastructure

• 2 Market Internet Advertising Market
  • 2.1 Types of Advertising
    • 2.1.1 Brand vs. Industry
    • 2.1.2 Forms of Mobile Internet Advertising
    • 2.1.3 Payment Models
    • 2.1.4 Databases and CRM
  • 2.2 Advertisers
    • 2.2.1 Case Studies
  • 2.3 Industry Chain
  • 2.4 Media
    • 2.4.1 Background
    • 2.4.2 Rise of Traditional Media
  • 2.5 Operator Portals and SPs
    • 2.5.1 Operator-SP Relationships and Payment
    • 2.5.2 Operator Portals
    • 2.5.3 Operator-free WAP Relationships and Business Models
  • 2.6 Regulatory Environment
  • 2.7 Ad Agencies
    • 2.7.1 Direct Sales and 4A Agencies
    • 2.7.2 Specialized Mobile Ad Agencies, Networks and Alliances
  • 2.8 Third-Party Measurement
  • 2.9 Market Size and Forecast
    • 2.9.1 Potential for Growth

• 3 Company Profiles
  • 3.1 Mobile Ad Agencies / Ad Network Operators
  • Madhouse
  • Fractalist
  • MMX China
  • CASEE
  • 3.2 Mobile Media
  • Tencent
  • 3G.cn
  • Sina
  • Sohu
  • KongZhong
  • Renren
  • WAPTX
  • PP.CN
  • MOABC

• 4 Conclusion

FIGURES

• Figure 1-1: China's Mobile Internet Users
• Figure 1-2: China's Mobile Subscriber Totals by Operator
• Figure 1-3: China's Mobile Data Revenue
• Figure 1-4: China's 3G Handset Subscriber Totals
• Figure 1-5: China's Mobile Internet Users’ Handset Screen Size
• Figure 1-6: Gender of China's Mobile Internet Users
• Figure 1-7: Age of China's Mobile Internet Users
• Figure 1-8: Education & Income of China's Mobile Internet Users
• Figure 1-9: Geographical Breakdown of Mobile Internet Users
• Figure 2-1: China’s Mobile Internet Advertising Industry Chain
• Figure 2-2: China’s Mobile Internet Advertising Spend
• Figure 2-3: China’s Per Capita Ad Spend: Traditional vs. Mobile Internet
• Figure 3-1: 3G.cn Registered Users
• Figure 3-2: Sohu’s Mobile Brand Advertising Revenue
• Figure 3-3: KongZhong Mobile Advertising Revenue

TABLES

• Table 1-1: 2G Mobile Phone Data Fees by Operator
• Table 1-2: 3G Mobile Phone Data Fees by Operator
• Table 1-3: Mobile Data Speeds & Cost
• Table 2-1: Major Mobile Advertising Media in China
• Table 3-1: Sina’s Mobile Ad Pricing