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Cross-Platform Monetization Strategies Panel

In a panel on cross-platform monetization strategies led by Zhang Peng, Chief Editor of Business Value Magazine, five panelists from diverse companies provided insight on the mega-trends and importance of cross-platform strategies that are taking place in the realm of mobile business.

Wang Yulin, EVP, iFeng.com – Mobile Internet is certainly the major trend of the times. Presently, for Internet websites, daily visits add up to around 400 million, while those for mobile Internet web sites and apps come to 240 million. By next year, it is expected that mobile Internet visits will be higher than conventional Internet.

Song Xiaofei, CEO, Moyogame – It is essential to cross different platforms, otherwise you will not survive. You also have to cross borders in different countries. This is why we are planning to expand to different regions and have closely worked with RenRen.

Wu Jiang, VP, RenRen.com – In a social network, users want to have an ever-present connection to mobile Internet. It is important to have coverage in smart phones and iPads. Now that Microsoft will launch Windows 8 by the end of this year, we are launching the first Windows-based service.

Qie Jian Jun, VP, AutoNavi – We are experiencing tremendous growth. In mobile navigation we have 58 million users and every week more than one million users change to this service. iPhone users are taking the lead, while Android and other OS systems users are falling behind. We believe that maps will be used on TV screens in the future.

Qiu Changheng, VP, Taobao.com – In Q1, active users were more than 100 million with mobile access to Mobile Taobao.com. In 2011, mobile access was 20 times more than in 2010. Our biggest platforms are mobile screens and PC.

How many people really use mobile for their purchases?

60% of users are using their PCs and their mobile phones everyday. While 20% of users access this through mobile, we are hoping that in the future this grows to 50%.

30% of our client users contribute to more than 50% of transaction volume – more and more people are buying with their mobile phones.

What about differentiation in your businesses?

Wang Yulin, EVP, iFeng.com – We are actively working to get our users involved, whether by making comments or voting. We are focusing on increasing interactivity for mobile platforms in order to differentiate.

Song Xiaofei, CEO, Moyogame – A split personality is inherited in social gaming in China. In our field, we see that individuals from a lower social stratum and not necessarily using cheaper phones. Wealthier individuals are also using Android and other OS type phones. When a new game is developed, we need to optimize for both mobile and web users. We need to focus on the difference in screens and connectivity of both types, so we are consistently considering a highly-diversified landscape.

Wu Jiang, VP, RenRen.com – In the social environment, we use microphones, cameras, other sensors, and touch screens to facilitate human interaction. This is especially true on mobile devices, and we see that this momentum continues to increase. Therefore, we need to continue to study what services to offer to our users, especially our mobile users.

Qie Jian Jun, VP, AutoNavi – In navigation, there are certainly different demands so we offer differentiated services to always keep the user at the center but also keep the content consistent. For instance, mobile maps are used when driving. Since it is difficult to operate the screen while holding the wheel, we focus more on voice interaction to minimize manual intervention.

Qiu Changheng, VP, Taobao.com – Different customers have different visions, so we have different platforms. Differentiation is the key to our strategy. iPhone users tend to have higher revenue, be more fashionable, and be primarily female, so we seldom offer discounts on these devices. On the other hand, Android users are at a lower social stratum and spend less. For these devices we are more focused on the younger generation and discount information. Graphic design is less attractive on the Android than on the iPhone because we took into consideration the capacity of the device.

What about mobile revenue in your business model?

iFeng.com has already seen revenue exceed last year’s revenue at a surprising rate and expects to see a 300-400% revenue increase. Mobile Internet revenue is about RMB100 million. Moyogame sees social games to be a portal for advertising next year and is optimistic on producing revenue by monetizing traffic.  AutoNavi sees a lot of opportunity in the mobile sector to get additional revenue. Taobao.com believes it can become an important vendor of advertising by helping third parties monetize traffic.

Edgard Duque

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