Reports

China's mobile search market, supported by a surge in the mobile subscriber base to over 805 mln, 3G subscribers to 25 mln, and mobile Internet users to over 277 mln, is on track to record high double-digit growth in 2010. As mobile devices increasingly gain ground on PCs as the favored means of Internet access, major brand names like Nike and Volkswagen have also begun to devote significant resources to mobile search advertising in China. At the same time, search giants like Baidu and Google have actively begun ramping up mobile search product development and promotion efforts, driving more robust market growth.

Published in July, Marbridge's 2010 Chinese Mobile Search Market Report provides a detailed, 75-page overview of the Chinese mobile search sector, including:

• Market Size and Growth Forecasts
• Market Growth Drivers
• Revenue Models
• Partnerships
• Company Profiles of 15 Major Industry Players
• Network and Platform Infrastructure Development Status

TABLE OF CONTENTS

• 1 Introduction
  • 1.1 Classification
• 2 Market Infrastructure + Users
  • 2.1 Mobile Operators and Subscribers
  • 2.2 Data and SMS Use
    • 2.2.1 Mobile Data Revenue
    • 2.2.2 SMS Volume
  • 2.3 3G Uptake
  • 2.4 Mobile Search Users
  • 2.5 User Demographic
    • 2.5.1 Handsets
    • 2.5.2 Gender
    • 2.5.3 Age
    • 2.5.4 Education & Income
    • 2.5.5 Geography
  • 2.6 Data Fees
  • 2.7 Network Infrastructure
  • 2.8 Location-Based Services and Limitations
    • 2.8.1 Over WAP
    • 2.8.2 Cell ID
    • 2.8.3 GPS
  • 2.9 Third-Party Campaign Analytics
  • 2.10 Regulatory Environment
  • 2.10.1 Campaigns and Site Shutdowns
  • 2.10.2 Cost of Compliance
  • 2.10.3 WAP Payment Shutdown

• 3 Mobile Search Companies
  • 3.1 Mobile Companies
  • 3.2 Internet Companies
  • 3.3 Segmentation
    • 3.3.1 Information vs. Entertainment, High-End vs. Low-End
    • 3.3.2 Search Provider Target Markets
    • 3.3.3 Mobility

• 4 Business Strategies
  • 4.1 Revenue Models
    • 4.1.1 Keyword Advertising
    • 4.1.2 Mobile Digital Product Sales
    • 4.1.3 Pay-per-Query
  • 4.2 Partnerships
    • 4.2.1 Mobile Operator Properties
    • 4.2.2 Directory Services
    • 4.2.3 Handset Vendors
    • 4.2.4 Mobile Browsers
    • 4.2.5 Mobile Sites
    • 4.2.6 Other Search Companies

• 5 Market Size and Breakdown
  • 5.1 Market Size Forecast
  • 5.2 Search Query Volume
  • 5.3 Competitor Outlook
• 6 Company Profiles
  • 6.1 Baidu
  • 6.2 Google
  • 6.3 Tencent Soso
  • 6.4 Yicha
  • 6.5 Easou
  • 6.6 mInfo
  • 6.7 Netease Youdao
  • 6.8 Wukong
  • 6.9 Aibang
  • 6.10 Roboo
  • 6.11 3G.cn YY
  • 6.12 Sina iAsk
  • 6.13 Sohu Sogou
  • 6.14 Microsoft Bing
  • 6.15 Prosten

FIGURES

• Figure 2 1: China’s Mobile Subscriber Totals by Operator
• Figure 2 2: China’s Mobile Data Revenue
• Figure 2 3: China's Monthly SMS Volume
• Figure 2 4: China’s 3G Handset Subscriber Forecast
• Figure 2 5: China’s Mobile Search Users
• Figure 2 6: China’s Mobile Internet Users’ Handset Screen Size
• Figure 2 7: Gender of China’s Mobile Internet Users
• Figure 2 8: Age of China’s Mobile Internet Users
• Figure 2 9: Education & Income of China’s Mobile Internet Users
• Figure 2 10: Geographical Breakdown of Mobile Internet Users
• Figure 4 1: Mobile Browser Usage
• Figure 5 1: China's Online Search Market Size
• Figure 5 2: China's Mobile Search Market Size and Forecast
• Figure 5 3: Search Query Volume and Share
• Figure 6 1: Prosten’s Annual Revenue

TABLES

• Table 2 1: 2G Mobile Phone Data Fees by Operator
• Table 2 2: 3G Mobile Phone Data Fees by Operator
• Table 2 3: Mobile Data Speeds & Cost
• Table 3 1: KPI of China's Mobile Search Providers
• Table 6 1: Baidu Zhitongche Sales Agencies