BEIJING, Sept. 23, 2013 /PRNewswire/ -- The China Internet Conference 2013, which closed on August 15, pointed out that presenting useful information to a target audience is the most important aspect of the advertising ecosystem of the future. The core mission is to build an advertising ecosystem which not only enables interaction between outdoor media, television, computers and mobile phones through professional technologies such as audio/video, barcodes - including 2D barcodes - and image recognition, but also achieves multiple screen "media convergence" through the integration of online and offline media.
According to an Advertisinc Panorama survey focused on recent hot topics in the mobile internet sector, the mobile internet is now making serious inroads into every aspect of a person's life in China, a country with a mobile internet population of 464 million. Traditional service providers, advertising media groups and internet companies are aggressively deploying the online mobile internet with a focus on mobile internet ads, mobile games and information integration.
Transformations, M&As and cross-sector partnerships: Seize the mobile internet portal
The mobile internet market had a particularly busy month in August. On the 14th of the month, the world's leading Chinese-language search engine Baidu acquired China's largest mobile app distribution platform 91 Wireless for US$1.85 billion, creating a model that combines both mobile search and an app store and strengthening its leadership among mobile internet portals. Mobile games, which have surged in popularity recently, are highly favored by the capital market. On August 23, Beijing Ultrapower Software acquired Camel Games, a leading China-based mobile game developer well positioned for overseas expansion, for 1.21 billion yuan. Ultrapower, a company that had been specializing in traditional IT operations and maintenance, has made a full entry into the mobile internet market with the help of Fetion and other mobile internet operators. In addition to offering traditional products and after-market services to consumers, electrical appliance retailer Suning Appliance has launched new products and services including software content, applications, smart home solutions and solutions that combine the internet and the Internet of Things.
Strong offline channel: Solid foundation in digital marketing
Several traditional outdoor media companies are seeking to leverage the power of the mobile internet with their own resources. In late July of this year, Beijing Public Transport Holdings and China Mobile Group Beijing partnered to deploy Wi-Fi on more than 1,800 buses covering over 60 routes. More than 10,000 buses in Beijing will offer the service by the end of 2013. Beijing Public Transport, which provides consumers with basic urban offline services, aims to provide value-added services on the new "digital marketing" platform by expanding its online mobile internet business.