Pretty woman hangs the wireless advertising: due to spam SMS and helpless short-lived

In junk SMS almost destroyed this great new market prospects after local players to more advanced schema upgrade attempt will remain difficult.

15 March, Jiangnan spring, this is an unusual day. Ten days ago, he had just retired from focus media CEO, ready to put more focus on mobile phones, online advertising, and other new services, but never thought this day, he ran into the "transition" the biggest challenge since.

8 p.m., he has received several phone calls, incoming message that he was shocked. Are broadcast live on CCTV "3 · 15 party" defenders of directed by focus media, denounced as national 80% of the spam message. Shocked, Jiangnan spring TThe hurry from Shanghai to Beijing, in focus wireless headquarters had made a resolution to suspend focus under all SMS ads until you can establish a mechanism to ensure that all ads are ads "license." Subsequently issued a public statement, called "focus spam SMS does not exceed the total amount of 2% of the market." In focus stock prices have fallen 20% after the River out-of-Pocket 300 million repurchased shares to the company's confidence.

Despite the crisis in the South of the spring in the hope that convey information sufficiently clear — initiative to admit their mistakes, while continuing to look after the whole wireless advertising market. But this rapid response, the focus as occupied the market share of 50% of the "leader", but on the future of the industry has not made clear to point to.

There is no doubt that this is not a focus of a home.　　 Although wireless advertising market remains bright — according to iResearch, China in 2008, the market size may reach 13 million RMB, and globally, according to Gartner Consulting, 2011 scale will reach $ 11 billion in 2007, this figure only 10 million. But in this attractive prospects, from operators, third-party advertising companies, handset manufacturers, advertisers and audiences of the interests of all parties, so far no company can get a clear image of the perfect business model, in the balance the audience and advertiser relationships at the same time, he also achieved good results.

In China, the rise of wireless advertising market is almost, but overseas synchronization and most obvious difference is that the former had to slide into SMS push-based "low-level" – 2007 China wireless advertising market, SMS ads occupy 78.1% weighting — and in overseas markets, although this pattern is present, but because of the need to "behave", after user license beforehand in order to push, so the scale is not very big.

But even so, the Chinese players SMS ads mode after setbacks are turning to a "more advanced" wireless Internet advertising model, or you will encounter some Google, Microsoft, Yahoo these third-party advertising company to date has not been solved.

First is the operator for the flow of data control, prevent viruses and other considerations, difficult to let mobile users like on your PC as fast and convenient access to the Internet; second, even if you can surf the Internet, for mobile phone users click on the advertising effect, so far no good statistical methods. Many advertisers in handling complex media purchase program, mostly manual analysis, "flowers in statistical data of wireless advertising than do the entire marketing plan time also long", Microsoft's a dedicated test wireless advertising software Vice President said. While Google's spokesman said, "we now are feeling their way". Third, although the audience users in theory a staggering, such as the United States has 58 million users with mobile Internet, China has more than 30 million users, but they are very likely not advertisers preferred group – according to some market research companies, integrated data, China's 30 million users in many belonging to low-income job seekers and students groups.

This means that the entire industry is likely to result in a dilemma: on the one hand, if you focus and other companies continue to "evil", that has no way out; but if the "do not be evil," and now also can't see the audience into the reality of the market.

Dig your own grave?

First of all be sure, the SMS as a primary mode of wireless advertising, has suffered a severe blow. In fact, SMS advertising is not completely are the focus of "spam", also including real valuable user license of advertising, such as consumer use of bank cards for a transaction completes, receive a confirmation SMS. But this time the event is equal to the public a misreading — junk SMS is approximately equal to mobile advertising. Negative effect is that the latter valuable SMS mode can also be users of boycott.

But focus initially on future vision and not so much. As the focus of the new strategy, digital outdoor advertising, Internet advertising and radio advertising will be the entire business of the three pillars, both relatively clear business models, including Jiangnan spring are admitted, "I once heard a half-year mobile business reporting, and each time I always ask, the future of mobile advertising? mode." He told reporters.

Therefore not find solutions through garbage before SMS this "idiot mode" first staking, became the preferred — in fact it and focus on advocacy at the beginning of the creation of the "mandatory viewing" ideas.

In November 2005, Shandong jinkaiwei digital will's wireless Internet direct advertising department spin-off creation jinkaiwei diangao. In March 2006 was jinkaiwei diangao Jiangnan spring to a total value of us $ 30 million into focus, and then under this focus wireless was established. Because before you are good at jinkaiwei diangao is in mobile phone platform push advertising – this corresponds to the message sent by the channel, in accordance with customer needs to push information to target consumers ' cell phone — so focus wireless in after the acquisition, also began to be sent later known as "spam message" ads move. While the focus of the profits, wireless is paid to the operator's cost

And advertisers pay the difference between. This approach is described as a "simple and crude" mobile advertising 1.0 mode. Its business model to spell is large, the consumer experience is often overlooked.

About previously not famous jinkaiwei diangao, or even rumors that the company is the Jiangnan spring I of associated companies, since the early days of staff is also very mysterious, only a dozen or so people, "this small company, worth US $ 30 million to purchase", a bit reluctant to disclose the names of the industry to the magazine said, "this can only show Jiangnan spring too would like to use this method to account for market position. "But this claim has not been strong. In focus wireless officially operating more than a year later, in the fourth quarter of last year revenues reached $ 1600.

In focus wireless continues the focus media "mandatory" tradition, some imitators who century zhongkai, information technology, Shenzhen, etc have been rough going. They do not take over control of the form, without the user license the push message. Therefore this model overnight became a rat. This also resulted in a 4A company representative brand customer base — and this is the real potential for a major launch of advertisers – for wireless advertising extremely cautious attitude, "Although China has 5 million mobile phone users, currently purchased by 4A company mobile ads very limited", professional media buying agencies strength communications group breakthrough communications Chief Executive Officer of Zheng Xiang Lin told reporters.

In such cases, we can predict the future is, as now operator supervision strengthened, the company's own on this model and corrective, shortly after the spam SMS will be substantially reduced. But this does not mean that the future of wireless advertising begins. Because many people in the industry, from junk SMS form a transition to more advanced wireless advertising model, there is a long way to go.