iResearch-iResearch-2006 China Wireless Advertising Research Report

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Table of Contents
I. Background...............................................................................................................................4
II. Definitions.................................................................................................................................4
IV. Summary..................................................................................................................................5
V. Text .............................................................................................................................................7
1. Overview of Wireless Advertising .......................................................................................7
1.1. Definition of Wireless Advertising.................................................................................7
1.2. Features of Wireless Advertising..................................................................................9
1.3. Differences Between Wireless Advertising and Traditional Advertising ...............11
1.4. Classification of Wireless Advertising ........................................................................13
1.5. Industry Standards for Wireless Advertising .............................................................15
2. Overview of Global Wireless Advertising Market..........................................................16
2.1. Number of Global Wireless Internet Access Users through Mobile Phone .........16
2.2. Penetration of News and Info Browse via Mobile Phone in Major Countries ....17
2.3. Acceptance of Wireless Advertising by American Advertisers ...............................18
2.4. Overview of Wireless Advertising Market in Japan..................................................19
2.4.1. Market Size of Wireless Advertising in Japan 2002-2005...........................19
2.4.2. Number of Wireless Websites in Japan.........................................................20
2.4.3. Number of 2-D Code Mobile Phone Users in Japan....................................21
2.4.4. Analysis on Japan I-mode ................................................................................22
2.4.5. Successful Elements of Japan I-mode...........................................................24
2.4.6. Google Undertook Trial of Wireless Advertising in Japan ...........................26
3. Analysis on China Wireless Advertising Market............................................................27
3.1. Market Size of China Wireless Advertising 2005-2010...........................................27
3.2. Market Size of China WAP Website Advertising 2006-2010..................................29
3.3. Market Size of China Wireless Advertising by Various Forms in 2006.................30
3.4. Revenue Generated from Wireless Advertising by Various Participants in 2006 in
China Wireless Advertising Market....................................................................................31
3.5. Market Size of China Wireless Advertising by Various Media in 2006 .................32
3.6. Analysis on Development Stages of China Wireless Advertising Market.............33
3.7. Analysis on Wireless Advertising Strategy of China Mobile Carriers ....................35
3.8. New Wireless Advertising Forms in China Market...................................................37
4. Analysis on External Environment Development of China Wireless Advertising 38
4.1. Policy Analysis of China Mobile Wireless Advertising.............................................38
4.1.1. Forbidden to Popularize Business Using Non-Monternet ...........................38
4.1.2. Stopping Transmission of Mobile Phone Number/UA..................................39
4.1.3 Restricting WAP Monthly-Package Traffic ......................................................41
4.1.4. Policy Analysis of Groups Sending to Target Groups ..................................43
4.2. Analysis on China Traditional Advertising Market....................................................45
4.2.1. Development of China Advertising Market ....................................................45

4.2.2. Growth of China Advertising Market by Media Type 2001-2005................46
4.3. User Basis of China Wireless Advertising Market ...................................................47
4.3.1 Number of China Mobile Phone Users 1999-2006........................................47
4.3.2 Number of China Mobile Phone Users Using WAP 2003-2008 ..................48
4.3.3 Acceptance of Wireless Advertising by Users ................................................49
4.4. Technology Basis of China Wireless Advertising Market----3G Platform .............50
4.4.1 Evolution of Modern Mobile Telecommunication Technology ......................50
4.4.2. Effect of 3G on Wireless Advertising ..............................................................51
5. Analysis on Industry Value Chain of China Wireless Advertising ............................53
5.1. Industry Value Chain Structure of China Wireless Advertising ..............................53
5.2. Analysis on Industry Value Chain of WAP Advertising ............................................55
5.3. Analysis on Industry Value Chain of Targeted Advertising ..................................57
5.4. Analysis on Industry Value Chain of Terminal Implanted Advertising ...................59
5.5. Pricing Model of Wireless Advertising .......................................................................60
5.5.1. Pricing Model of WAP Advertising ..................................................................60
5.5.2. Pricing Model of Targeted Advertising............................................................61
6. Analysis on Major Wireless Advertising Companies ...................................................62
6.1. Focus Wireless..............................................................................................................62
6.1.1. Overview of Enterprise .....................................................................................62
6.1.2 Product Analysis .................................................................................................64
6.1.3. Business Model .................................................................................................67
6.1.4. SWOT Analysis..................................................................................................67
6.2. Fractalist........................................................................................................................69
6.2.1 Overview of Enterprise ......................................................................................69
6.2.2. Product Analysis ................................................................................................69
6.2.3. Business Model .................................................................................................71
6.2.4. SWOT Analysis..................................................................................................71
6.3. Shanghai Adatmobile ...................................................................................................73
6.3.1. Overview of Enterprise .....................................................................................73
6.3.2. Product Analysis ................................................................................................73
6.3.3. Business Model .................................................................................................75
6.3.4. SWOT Analysis..................................................................................................75
6.4. Free WAP Sites.............................................................................................................76
6.4.1. Overview of Enterprise .....................................................................................76
6.4.2. Case Study on WAP Advertising .....................................................................82
6.4.3. Business Model .................................................................................................87
6.4.4. SWOT Analysis..................................................................................................89
7. Analysis on User Behaviors................................................................................................90
7.1. Percentage of Users Who Have Received SMS Promotion Ads...........................90
7.2. Frequency of Receiving SMS Promotion Ads ..........................................................90
7.3. Attitudes Toward SMS Promotion Ads by Users ......................................................91
7.4. Attitudes Toward SMS Promotion Ads by Users of Different Receiving Frequency

................................................................................................................................................92
7.5. Attitudes Toward SMS Promotion Ads by Users of Different Education
Background ...........................................................................................................................93
7.6. Classified Ads That Users Might be Interested ........................................................94
7.7. Classified Ads That Users Might be Interested by Gender ....................................95
7.8. Whether Users Willing to Subscribe SMS/MMS Classified Ads............................96
7.9. Acceptance for Enterprise CRBT by Users...............................................................97
7.10. Chances for Users to Click WAP Ads......................................................................98
7.11. Chances for WAP Users of Different WAP Use Level to Click WAP Ads...........99
7.12. Reasons for Users Not to Click WAP Ads.............................................................100
7.13. Reasons for Users to Click WAP Ads....................................................................101
7.14. WAP Ad Promotion Plan Accepted by Users .......................................................102
7.15. Acceptance of Mobile Online Video Ads by Users ..............................................103
8. iResearch Suggestions ......................................................................................................104
8.1. Suggestions for Wireless Media:..............................................................................104
8.2. Suggestions for Wireless Advertising Agents (operators): ...................................105
Appendix: Research Methodology and Procedures.......................................................106
Disclaimers ...............................................................................................................................108

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