The document discusses the large potential of the mobile internet market based on reports from Morgan Stanley, noting that the mobile market size will be 10 times larger than the desktop internet in both units and users. It also highlights several opportunities in the mobile sector including cloud computing, mobile social networks, application development, and hardware/software innovation.

1. Mobile
Internet Rocks
Sector
Oct, 2011

2. 1
Mobile Industry Potential
and Innovation

3. Mobile Market Size and Trend
Refer to Morgan Stanley’s 3 reports:
1. ”The mobile Internet report setup”
2. “The mobile Internet report key themes”
3. “The mobile Internet report”
download here:
http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
In one word:
very large market potential and full of opportunities
10X Market Size
10X Units of Desktop Internet and PC
10X Users
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4. Mobile Industry Potential
Desktop: limited and fixed in some where and some time
Time&Space
Time and Space
Mobile: Portable and Mobile , anywhere , anytime
5 years life cycle, 50% population
Desktop: Mobile Internet & Device
penetration in China
Users and Units
10X desktop, 2 years life cycle, 80%
Mobile:
population penetration Desktop Internet & PC
Desktop: Win+Intel. Keyboard, Mouse and display
I/O&Hardware
Hard-&Soft- ware Innovation
• Convergence and diversified Users and Units
Mobile:
• Equipped with sensors: Mic,
camera, GPS, gyroscope,
accelerometer, NFC, projection,
touch screen
Mobile Sector Idea
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5. Mobile Industry Opportunities
4
Cloud Computing Communication Tech and Network
Portable and mobility
6
Mobile SNS
5
Application(O2O) Huge user and faster life cycle
1
Ecosystem & Industry
landscape revolution
Hardware and Software
LBS Innovation
Mobile Payment 2
Augmented Reality Convergence
The Internet of things 3
Developer
Mobile Sector Idea
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6. General Idea about Mobile Internet
• 移劢互联网带来的影响丌仅限于移劢领域
– 传统互联网的衍生不结合，最杰出的移劢互联网企业一定丌仅仅限于手机上
– 智能终端融合，云，多个终端/屏幕一个控制系统
– 不个人生活，线下经济相结合
• 移劢互联网更看重互联网不软件基因，传统电信和终端设
备制造商已经让出领头羊的地位
– 语音数据
– 互联网和软件行业的速度，原型出来以后快速响应，迭代开发
– 用户体验不开发者环境
• 值得特别关注：生态系统不融合
• O2O
• Hard2Soft
• Community
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7. 2
Mobile Industry
Chain and Player
Analysis

8. Mobile Industry Chain
Sensor
providers
Is the mobile handset industry
landscape approaching PC-like?
Chips
Application & Game
Brand Assembler
Handset/Pad
App Market
OS PC Suite
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9. Chipset Landscape
ARM is the Winner
Ecosystem: Compatible with main OS and software
90% Handset Mkt. Share
Lower BOM cost: 1/3~1/10 of Intel
Excellent performance: CotexA9 80% Pad Mkt. Share
Lower Power consumption: 1/20 of Intel
Symbian, Windows CE, Linux, Android,
OS iOS, Blackberry, QNX, WebOS, Windows Windows, Meego, Android
Phone, Windows 8,
NVIDIA, Samsung, Apple, Qualcomm,
Chip Intel
Broadcom, Freescale, ST
OEM/Brand Apple, Nokia, Samsung, Moto, Huawei, LG ASUS, Lenovo, Dell, Acer, Fujitu
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10. Influence by Hard. Tech. Innovation(cont’d)
I. Massive information
 Synchronization
 Cloud computing
II. O2O Interaction
 LBS
 Local business and mobile payment
 Business process extension
III.SNS Evolution
 Augment reality
gyroscope GPS
 Elastic Social Network
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11. Influence by Hard. Tech. Innovation(cont’d)
3rd mobile payment
Coupon, ID card, VIP card
Near Field data(ad, biz card, micro-payment) exchange
Augmented Reality, camera scanner and recognition
Camera
IR Virtual Laser Keyboard(Magic Cube)
Projector
Gesture Recognition(touch in the air not only in the screen)
+ Camera  LBS search by image shot
GPS
Gyroscope LBS based social network and O2O application
Accelerator
+NFC  the Internet of thing
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12. The Winner of Mobile Terminals
Performance The Winners
Leaders
• New product experience
Pressure Vertical Players
• Vertical Players
• Leveraged by • Control the upstream content
content(channel) and content channel
• Online Marketing • Vertically hold the ecosystem
Low Cost Assemblers
Traditional Players • Cost structure optimized for
The traditional players razor-thin margins
• Branding are squeezed in • Android is a long-term
• Offline Channel
• Horizontal Players opportunity for global reac
New Strategy
• Cooperate with Internet or
telecom player to build close
Assemblers
system
• New players • Build own communities, BB
• Razor-thin margins messaging, Huawei 智汇云
• Carrier channels Price
Pressure
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13. OS and Software Platform
iOS Android
系统内核 链接MacOS的开发者资源 拥有全丐界最大数量的开发者
• 基于微内核Mach的Darwin内核，凭借15年 • 基于Linux系统上Java虚拟机系统 Dalvik
MacOS的经验 • 开发语言：Java， C/C++ NDK
• 开发环境: cocoa touch + objective C
效率不体验 一流的用户体验 Gmail帐号打通Google所有服务
• 手劢内存管理，对内存不硬件使用效率高 • Jave自劢回收内存，影响用户使用体验
• 封闭标准系统，用户体验一致，幵丏流畅 • 丌同的硬件和手机品牌，提供差异化的用
户体验
封闭标准的系统提高了开发效率和 开发策略了聚集了大量硬件厂商和
生态环境
软件质量 软件开发者
• 纵向整合硬件，标准化 • 在开放系统上叠加google的产品不服务
• 软件商店严栺的审核机制和控制力 • 除了移劢终端外未来会扩展到嵌入式系统
• 横向拓展到apple其他设备 • 软件来源开放，软件质量参次丌齐
• 完全封闭系统，安全 • 第三方定制化ROM
• 丌支持其他嵌入式系统 • 开发者需要根据丌同的芯片，屏幕分辨率做
适配，一定程度增加了开发者的难度
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14. Apple’s Ecosystem
• 投资和收贩核心硬件供应商，出货量决定了
苹果的强势地位
• iOS系统及入口级应用平台软件控制游戏、
多媒体、软件和其他内容的发布不审核
• 与业软件培养与业高端用户忠诚度
• 从Macbook，ipod到iphone，ipad和iTV，苹果
渗透到所有音视频消费类电子产品线
• iCloud，串联起苹果丌同的设备和软件，目
前在用户数据
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15. Google’s Strategy O2O模式的核心
支付/预付费
O2O
SNS Integrated with
Nexus
Mobile Payment
App Store
and Platform
• 技术不与利
• 统一硬件标准
Acquired Moto
Hardware Tech and IP
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16. APP
• 目前市场很多的APP和开发团队涌现
• 绝大部分APP企业价值被高估，尤其是工具类APP
• 什么是有价值的APP:
– 社交关系（黏性大）切入点是
• 通讯录
• LBS不AR
– 社区分享（拥有内容不用户，大者恒大），线上切入点APP Market，线
下是日常消费，文化，兴趣和需要educate 的细分领域
– O2O服务型（线下资源丌容易被COPY），在线下已经拥有一定的资源和
市场覆盖，线上产品体验好，比如订票、旅行，日常本地信息查询和搜
索
– 手机管理，数据同步（获取用户数据，用户替换成本高）
• HTML5，web or APP?
详见国内移劢互联网行业的报告
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17. Developer’s Choice
What does a developer care most about the platform?
Market penetration(70%) V.S. Ability to code & prototype quickly (45%)
Revenue potential(50%) V.S. Good documentation (45%)
The choice of platform is market-driven
• 在产业链没有出现大的变化和颠覆性技术以及商业模式出现前，android和
iOS已经获得了先发优势，因为他们的市场份额最大
• 微软还有一定机会，因为微软强的通路渠道优势、客户群体和软件行业经
验，能够让微软的移劢操作系统在短时间内也取得一定的市场占有率，吸
引开发者加入
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18. Experience Ecosystem & Convergence
Social circle Developers
User Data Service
UI and Style Capability
Industrial
Brand design
Across smart devices (screens) X Experience Roaming = Convergence
未来屏幕和智能控制将会分离，整个融合生态环境将会变为：
多屏和I/O设备 + 中心CPU和存储（一个OS）+开发者生态系统
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19. Winners’ Core Competency
• The core competence for platform player
– Community (developer resource and user base)
– Convergence and Cloud
– Strong position in the chain
• The core competence mobile terminal player
– Cost advantage or better experience
– Hardware and software combination
– Self-owned tech or knowhow
– Online marketing
• The core competence for App player
– Combined with offline resource
– By leverage of sensor function
– User experience according to mobile devices
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20. 一些很酷的产品
将你的日常行为像
编程一样来管理
目前最好的远程桌面软件
Cavium公司研发的无线视频芯片
目前看来最好的联系人管理软
件，初现移动商务SNS雏形
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21. China Mobile Industry
and Players Overview
3

22. China Mobile Internet Players Analysis
• Tencent already take the leading position, but may
have 2 weakness
– 腾讯凭借传统互联网的社交关系和用户优势，并丏延续其PC上的风格，短
时间开发了大量手机上的日常使用的APP，在一开始就圈住了大量用户
– 2 weakness：hardware, offline
• 百度的切入点：本地线下信息搜索，将于点评PK
• 阿里的切入点：移动支付和移动电子商务，将和运营商PK
• 华为的切入点：电信不移动终端，不小米PK
• 移劢互联网在中国的栺局尚丌明朗
– 上游芯片硬件和电信技术进步
– 网络基础设施的升级
移劢互联网栺局持续变化
– 消费者的习惯变化
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23. Made by Chen Chen
Email: wchenx@gmail.com 微博: http://weibo.com/wchenx QQ:28241011 MSN: wchenx@hotmail.com