China digital media scene by the end of 2012

A Digital Media View Nana Lin Dec. 2012

Digital Market in the World 1

2,405,510,175

7,012,519,841 34.3 %

Source: United Nations, internetworldstats.com Jun. 2012

The population of Netizen

The population of the world

Worldwide internet penetration

4 Source: internetworldstats.com Jun. 2012

Internet Users in the World by Geographic Regions, 2012

1,077 million Internet users

Asian Internet Users Top the World

5

Source: IAB internet advertising revenue report Oct. 2012

US Internet Ad Market Keeps a Steady Growth

6

Source: IAB internet advertising revenue report

% of Time Spend in Media vs. % of Advertising Spending, 2011

Internet Ad $30Billion

Mobile Ad $1.6Billion

Internet Ad Still Has a Big Space to Grow

Facebook

7

Source: Facebook

Over 1,000,000,000 Users 26% YOY

20min time spend per visit

Source: Yahoo Finance

86% Revenue from Advertising, 36% YOY

Facebook

9

Source: Facebook

14% ad revenue from Mobile

Completely rebuilt Facebook for iOS for faster and more reliable performance

Completely acquisition with Instagram

Facebook

10

Source: http://www.facebookstories.com/

Facebook

Google

11

Source: IAB internet advertising revenue report Oct. 2012

2% YOY

Ad Formats – FY 2012, USA

Search Ad $8.16Billion

12


77% Revenue from Advertising Revenue, 45% YOY

Acquires Motorola Mobility

Bring Chrome desktop browser to Android & Iphone devices.

18% Ad Revenue from Mobile

Google

Publish Chrome OS system notebook

13

Launch IntoNow 3.0, an innovative and fun way to connect with friends and get more from TV experience.

Revenue flat YOY


Yahoo！

14

Digital media companies are fast moving to mobile and have

started to benefit from mobile revenue.

Despite ongoing economic hurdles worldwide, Internet ad

market keeps steady growth.

Implications for us

Comparing to offline media ad budget allocation vs. time spend,

Internet & Mobile ad market still has a large space to fill in.

China Netizen Status 2

16

Source: Internetworldstats.com Jun. 2012, CNNIC Jul.2012

Chinese Netizen Population Tops

392 million Urban Netizen

In urban area internet users penetration is over 70%, the next wave increase of internet users will be seen mostly from rural area and elders.

17 Source: CNNIC 2012.7

Note: HY Increase rate refer to 2012.6 to 2011.12

Chinese Netizen Major Internet Usage

Comparing to developed country as US, the major purpose of internet usage in China is inclined to entertainment, but functional usage as online banking is also catching up quickly.

18 Source: Iresearch

Chinese Netizen Major Internet Usage

Average Weekly Time Spend by Media Type

Min

Chinese Netizens spend more time on online video, portal sites instead of social networking sites and blogging, among those sites, the most frequently visit by week is portal, online shopping & search.

19

In Chinese Consumer’s Mind 3

20

Source: The World Bank, China National Bureau of statistics

China GDP GROWTH, 2007-2012

The Chinese Consumer Index remains steady in the past 3 years though China GDP has dropped from 10.3% to 7.6%.

Though Economy is in misty, Chinese Consumers

Expect High

According to Mckinsey 2012 annul chinese consumer report, 56% of the interviewed chinese expect their income will increase significantly in the next 5 years.

Statistic till end of 2011, the Chinese income per capita has increased 17.9% in Rural and 14.1% in Urban area YOY.

21 Source: McKinsey Annual Chinese Consumer Survey (2011-2012)

Chinese Consumers are Likely to Pay Premium

The Chinese are getting richer and under the influence of the western culture, the rising need for better products and services are forged into the lifestyle changing phase in which the majority of Chinese people are experiencing.

China is well known for manufacture as well as its bad quality control, with the frequent reporting of fake and low quality products such as chemical eggs, poisoned milk powers, the Chinese consumer is very cautious about quality and they are willing to pay premium price for better quality.

22 Source: McKinsey Annual Chinese Consumer Survey (2011-2012)

Same as Chinese, but Thinking Differently

Apparently, China is huge and sophisticated that people behaves differently per city tiers, result from different economy growth and culture influence.

Comparing Tier 2 & 3 consumers, Tier 2 consumers show a strong increase tendency in buying better products and services, whereas tier 3 consumers are intend to buying more in large quantity and more frequently. Tier 1 consumer are more into new products, and tier 4 for covering basic life needs.

23

Seeking good value for money, resisting impulse buying, and spending considerable time researching purchases.

Consumption of the sort typified by westerners, whether a product reflects the user’s sense of individuality.

Source: McKinsey Annual Chinese Consumer Survey (2011-2012)

A New Trend of Consumer Spending Behaviour is rising

With the increasing buying power of 70s, 80s, a new trend of consumer spending behaviours is rising as people are more brand driven.

Old Value

New Value

Due to a busy lifestyle, shoppers are likely to rely on additional ways to purchase, notably internet, other than retail store.

24

Chinese consumers’ buying power will continue increase

along with the fast urbanization pace.

High quality assurance is driven the need for Chinese

consumers’ willingness to pay premium.

The old value of price preference purchase behavior will

gradually be replaced by brand/self indulgency toward.

Implications for us

China Digital Media

& Ad Market Status 4

China has now more than 2,500,000 websites, with an increase rate of 36.6% YOY

Source : CNNIC 2012.7, China Daily

With the government driving “The national 12th-5-year plan” and “3-screen project”, broadband facilities have been fast setting up nationally.

China Accelerates Building Internet Infrastructure

73% of Chinese Netizen is broadband users, with an average of 3.2Mbps bandwidth, and in 5 years, China is aiming at improving the bandwidth to 20Mbps

27 Source : CTR 2012

Traditional Media Ad Resource Shrink in 2012

Due to a series of regulations on TV ads, TV ad resource keeps shrinking since 2011, Print media in China is kept losing readership, and in transit to content digitalization.

28 Source : CTR 2012.1-2012.6

% Change Ad Rate Card Cost 2012 Q1 vs. 2011 Q1

Radio ad Cost Keeps Growing, Newspaper Plunges

29 Source : Iresearch

China Internet Ad Market keeps the momentum

30 Source: CNRS Jun 2012, AC Neilson 2012, Iresearch

% of Time Spend in Media vs. % of Advertising Spending*, FY2012

Internet Ad Still Has a Big Space to Grow

*Analysis Data without Outdoor

31

Display Ads in China Remain BIG

Generating impressions is still the first priority for marketers to build brand awareness and an important KPI to measure online campaign. Branding is one of the major purposes for online campaign planning.

Source : Iresearch

32

The majority portal sites have diversified its business to video, social and these may turn into additional revenues. The big events in 2012 as Olympic, help bring in more ad income for portal sites

Source : Iresearch

Display Ads Income is Still the Major Revenue for Portal Sites

Display Ads Revenue by Media Types

Though the major display ads revenue still goes to big portals, some portal site is converting to sell parts of banner ad placements through RTB, which will bring down the display ads price in the near future.

Major Portal Sites Revenue

RTB on display ads allows advertisers to buy ads in real time based on a pairing of audience data with publisher-served impressions.

33

RTB – The Future to Buy Display Ads in China?

Source: http://www.emarketer.com/Article.aspx?R=1009454&ecid=a6506033675d47f881651943c21c5ed4

With the current media agency & ad network vendors taking lead into developing RTB system, we will see China make the next big leap into the new ad-purchase territory as soon as in 2013.

Japan started to adopt the RTB mode this year and a $200million media purchase is predicted.

34

What RTB means for Marketers?

Marketers will benefit in Media Buying, because RTB enables ad to be bought in

Real Time at a Competitive Price.

Marketers will benefit from Ad Efficiency,

because RTB enables On-Target Ads and

cross site Frequency Control. Marketers

will benefit from obtaining TA, because RTB

enables to build TA database and Bring New Insights

.

35

How can Accuen help?

Accuen can target those who have visited your Official Site

Accuen can target those who have searched for your brand/product Accuen can target those who read

your brand related content.

36

Tencent – Too Powerful to Neglect

Over 50% active accounts has QQ show

Source : QQ 2012 Q1 Revenue Report

Simultaneously online users peak reach 167,300,000

An average account has 70 friends

Active IM Account Reach 721,000,000

Monthly UV over 380,000,000,

covering up to 70% Chinese netizen

Age 19-30 users take up to 54%

The biggest SNS in China for blogging, photo sharing

Daily UV 37,000,000

Comparing to Youku, Sohu Video, QQ video starts late, but now powering up. It

aims at the hulu style, and brings in not only domestic but overseas content as

CSI, Modern Family, a total of 24 shows, so as Hollywood movies.

QQ on mobile is quite common used for young students also for those

netizens in low tier cities in which they surf internet through their feature

phones for browsing news (QQ WAP, QQ IE), IM, QQzone and etc.

Tencent is enhancing its news and big event report ability. In 2012 EuroCup and London Olympics, Tencent has showed influence in its news coverage effectiveness, building interactions with athletes through QQ Weibo and Wechat.

37

Tencent – The Next “Serious” Portal to be ?

Though Tencent has a large user base originated from its IM, it is trying very hard converting its image from low tier younger user favorites, to a high-end serious news portal, as its rival SINA.

38

Tencent – Wechat, Marketing Sword for O2O?

Location based Mobile Social Tool QR Code Integration O2O

Social Chat by Interests Group Easy to share

- Over 200million users

- Available on IOS, Android, windows Phone & Symbian

- Support Text, Voice & Video Chat

Restaurant Chain Xiapu encourages consumers to add its Wechat account by scanning its

QR code and immediately becomes a member to receive discount price. .

Nike utilize Wechat to support its offline events. Fans will

receive tasks and achieve badges, collecting 5 badges then

can receive a gift.

Durex to maintain daily intimate communications and

interactions with Fans through WeChat.

39

Search Keyword Ads Keep Steady Increase

Source : Iresearch

77% search market revenue

Search Queries Traffic, 2012 Q2

Search ads in China are in various formats. The total search budget could take up to 40%, and with the popular usage of mobile and vertical search, search ads will keep a steady growth.

Sogou, which is owned by Sohu, is catching up quickly. Its popular products: Sogou text input, Sogou IE, has brought in certain amount of loyal student users , and helped convert users to Sogou search.

40

Baidu – The search Giant, or next Portal site to be?

Instead of mobile browser search, baidu is extending to mobile app and in-app search. Through Baidu app to conduct in-app search, user can play video, music directly from clicking on search result.

Mobile Search Queries Traffic, 2012 Q2 In mobile search, Baidu is still no.1 search engine, but its leading position is catching up by Easou, a local company focused on mobile search since 1999.

Source: iiMedia Research

41

Online News platform Baidu News Internet platform is an aggregation of information from many news resources, and this gives readers a wider choice of information and in-time news updates. Baidu recently launched its news app, which personalize new info. based on user’s interest, this way of filtering information fits into this fast pace and info. junky world, and now Baidu new app is the no.1 download on Android market.

Baidu – The search Giant, or next Portal site to be?

Besides enhancing its search business, Baidu is aiming at diverse its business based on the insights from people’s search behavior.

Online Music Platform Baidu has integrated Baidu MP3, TT player and Baidu Ting into a new platform as music.baidu.com to provide tons of original music.

42

Vertical Search, Another Area to Expect Fast

Growth

Vertical Search Ad Market Revenue

The fast growth of vertical search mainly benefit from E-commerce.

Source : Iresearch

43

Though comparing to generic and in-site search, vertical search showed a relative small percentage of usage, mainly due to lack of awareness, with dominant media vendors start to convert their in-site search into vertical search (Youku: Soku, Taobao: etao, Baidu: Qunar), we foresee a netizen search behavior change.

Vertical Search, Another Area to Expect Fast

Growth

Search within websites

Netizen Search by Media Type 2012

Source : CNNIC 2012

44

45 Source : Iresearch

Online Video, A Battlefield for Marketers

-65% of total netizens -Daily average user spending time reach 35min.

The amount of online video users has increased dramatically in the past 5 years. Since video sites provide a wider choice of contents and play on user demand, It increasingly occupies users’ time.

With the government enhancing regulations on TV content & ads, more and more TV stations considered Internet as the second important content distribution channel.

According to the survey report, post-80s users have decreased TV view time by 65% in the past 2 years.

46

The majority of video sites income comes from ad revenue, whereas in the past 2 years, with the high cost of copy right purchase, most of them couldn’t make profits. By the end of this year, with more and more marketers invest in video ads, and the cost of copy right falls back to a normal range, video sites will eventually start to be profitable in the following years.

Source : Iresearch

Online Video Sites are Turning Profitable

47 Source : Youku Revenue Report Q1 & Q2 2012

Since the merge in early 2012, the two video sites joined venture take up to 21% of total online video ad market share, and cover 70% of online viewers.

After the merge, youku & tudou has made big moves to enhance its no.1 online video site position. Import Contents - Paid membership to 2 million Sign with Sony Picture, DreamWorks, Paramount, 20th Century Fox, NBC, Lions Gate Films & Disney for hundreds of movie copyrights. Develop Contents - In-depth cross media relationship Produce Micro-film, talent shows with well known directors and TV producers Mobile System-level integration with IOS

Visitor Overlap 16.27%

48

Compared to webpage video sites as Youku, client-side video mainly focus on long length content, and they reach a different type of users (Age 18-35).

Client-Side Video, Reach High Stickiness Youth

Source : Iresearch, Nielson research Q2, 2012

Client-side Video User by Age Group

Client-side video daily average time spend per person is 50mins

49

It is most commonly used among video sites to purchase copyright through copyright distribution or exchange instead of exclusive copyright due to the high cost. This will lead to the fact that there are less content differentiations among video sites.

Enhance Brand Engagement 15’ Pre-roll video ads and various types of video ad formats is able to deliver rich interactive content to users and the engagement rate is higher than regular banners. Result Traceable Through online video ads, you not only can see the average ad view time, also identify the users following behaviors. Cost Efficiency & Targetable Online video ads can be delivered by geographic/content, and have a much lower cost than TV ads.

Online Video Sites For Marketers - I

Video ad as a complement to TV ad, but better deal

TV

Online Video

50

Online Video Sites For Marketers - II

Branded Content, Easily engage & Influence

Branded content is - A form of content produced by a brand through entertainment to build consumer knowledge and affinity of the brand.

The way to use branded content varies from product placement, program sponsorship, custom programs, game developing, micro-movies, “how to” videos, Apps and etc.

51

52

Cannes Branded Content Bronze, 2012

53

Content – Brand Will Become Media?

Driven by social media, many brands have started to produce their own content, but sooner or later, brands will need to build their own media empires. Because much of the content that tends to do the best is oftentimes associated with current news or highly relevant social issues. In another words, brands need to team up agency partners to catch the real-time pulse and make efforts.

Source : http://www.futurelab.net/blogs/marketing-strategy-innovation/2012/11/brands_will_become_media_heres

54

Social media is never a simple media touch point.

it is a platform where we understand, engage

and influence our target audience.

We need Tools to listen, analysis our TA’s social behavior to

understand them and get insights.

We need Strategy to guide overall content development

and campaign deployment

We need a Team to react & response fast

55

According to Iresearch, the traffic of Sina weibo usage from mobile has exceed PC in 2012.

Source : SINA Revenue Report Q2 2012, Iresearch

- Total Users exceed 368million - Daily Active User 36.5million - Active user mainly age 20-40, white collar, tier 1 city - Average Daily Time Spend 16mins - Daily Visit 3.1 times

Sina weibo mobile ads keywords targeting

Sina Weibo, Mobile is the Great Accelerator

56

Sina Weibo for Marketer - Daily Communication

Durex Weibo Account sends out on average 10 pieces of information daily, the majority messages include a picture

Among those forward over 1000 messages, less products info., more related to audience, the tone of content is funny.

57

Sina Weibo for Marketer – Follow the Big Event

At 9:30pm on 6th Aug London Olympics, Chinese athlete Chen YiBing lost golden medal. Most of viewers and sports experts claimed the unfair judgment of scoring.

At 10:06pm, Nike post the Weibo on its official JustDoIt account, using the copywriting as: “There isn’t absolutely fair, but there is absolutely great.” This weibo was forwarded 60,000+ within several hours.

58

Sina Weibo for Marketer – Follow the Big Event

Chinese athlete Sun Yang broke world record of swimming by 2 seconds’ margin.15million weibo users were talking about him after his 2nd victory in Olympics.

Nike post the creative with: “Great is to let world record rushing behind you.” And it achieved near 15,000 forward within 2 days.

59

Renren, In a Critical Transition to Mobile

Source : Renren Revenue Report Q2 2012

- Total Users 162 million - Daily Active User 42million - Active User mainly age 19-30, student & white collar, tier 1-2 - Average Daily Time spend 12mins

Born

2005

2006

2007

2008

2009

2010

2011

2012

Smiliar to Facebook, Renren has introduced Timeline to user and brand page layout. This approach is easier to show/tell brand story.

Renren’s overall strategy is changing to mobile focused, as investing in mobile gaming, ads & mobile ecommerce.

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61

Mobile, Tomorrow is Today

The amount of China mobile netizen has reached to 388million, and mobile device has surpassed desktop becoming the No.1 Internet access device.

Netizen by Internet Access Device

Source: CNNIC 2012.7

Mobile Netizen by Age Group Mobile Netizen Urban vs. Rural

The composition of mobile netizen contains bigger percentage of rural (27% overall Internet netizen)and younger users (26.6%). mobile is the major drive for rural area internet coverage, as for recent analysis, 60.4% new netizens from rural area access internet through mobile, compared to desktop (45.7%) and laptop (8.7%).

62

China, No.1 Smart Phone Market

Source: IDC, iiMedia Q2,2012

Top 5 Smartphone Markets Share by Shipments, 2012

290millon smartphone users in China

The low-cost smartphone (<$200) is the main drive for China smartphone fast adoption.

63 Source: CNNIC 2012.7

Chinese Netizen Major Mobile Usage

Note: HY Increase rate refer to 2012.6 to 2011.12

Comparing to internet usage, mobile usage is still focused on basic functional usage as text messaging, browsing text-based content and search info. With the 3G/4G prevalence and the increase of connection speed, more variety behaviors will be expected.

64 Source: Iresearch

Brands need to focus on mobile, not only from a media perspective, but from an overall marketing communication point of view, Mobile is playing an important role in our consumer’s daily life. From getting info., social to entertainment.

Mobile Ad Market

Mobile, the Always-on Screen Market

65

What mobile advertising can bring to Brand?

With 880 million Mobile phone users this year, and mobile becoming the no. 1 way to access internet in China, it’s clear that mobile advertising allows for mass reach, making it a powerful tool for brands to use to drive awareness.

Awareness Consideration Preference Purchase

Wide Reach, Mass Awareness

Mobile advertising is not only simple reach. With the right context and relevancy to the said target, it has greater impact in driving consideration & purchase.

66


Mobile advertising provides unparalleled opportunities for targeting. At a basic level, brands can target by time of day, handset type and operator. Now, location—down to a matter of meters—is also increasingly being offered as another targeting option, meaning brands can target a specific audience outside and even in store with mobile specific messaging. Media bought on portals that collect consumer details enable even more specific targeting based on factors like gender, age, interests, and postal address


Targeting, targeting, targeting!

- Call in to a hotline number - Registration - Share to social network - Video link - Map view - Link to web

67


According to Media Mind 2011 report, an average Mobile ad CTR is much higher at 0.61% compared to the online ad CTR at 0.07%.

Rich Interactivity & Better Engagement Result


Rich Media Ad interactivity can include

Shake Slide Tap

68


Mobile banner ads, especially the rich media ones can have unlimited discovery opportunities with features, like scroll, mouse over to know more about each feature of the product or product reviews from other consumers. A great way to bring alive your product catalogue or insert a video ad demonstrating the product in action.


Product Discovery

- 360’ product exploration

- Embedded video to tell product story and build emotion

- Swipe to see more photos

69

Mobile Ad Formats Pros & Cons

Can text a large number of people at one time making it a cost effective way to reach a large number of people. Can be very targeted as opt in databases from networks traditionally hold a lot of information such as age, sex and interests

Deployed to All handsets

Wide Reach Text Message Cost Effective Targeting Interactivity

There is a danger that your message may be unwelcome and treated as spam. There is a challenge creatively as you need to fit your message into 160 characters including spaces

70


Mass reach and easy and quick to implement. Targeted; on ad networks by handset, operator, time of day and potentially location and, for media owners who collect the data, age, sex, interests etc. Visible and eye catching as often the only ad on the mobile screen and the only thing moving.

Limited creative capability

Deployed to all handsets can access internet Mobile WAP Sites, Applications

Wide Reach Banner (basic) Cost Effective Targeting Interactivity

71


Deployed to Smart Phones Mobile WAP Sites, Applications

Wide Reach Banner (expendable)

Cost Effective Targeting Interactivity

Requires creativity and development; more costly than a basic banner ad. Still relies on people clicking the banner advert to expand it and get the full branding experience. Slightly lower reach as only work on smart phones.

Targeted and experiences high CTRs of 0.61% compared to 0.07% for online ad (MediaMind 2010). As are interactive can be very visually captivating providing a stronger branding experience than basic banner adverts

72


Deployed to Smart Phones Applications

Wide Reach In-App Ads Cost Effective Targeting Interactivity

All the benefits of the above banner ads plus allows the user to have an app like experience without downloading an app making these units highly engaging for consumers. Very good media to use for “disposable” app ideas i.e. an app which it is likely consumers will only access once

Requires creativity and development; more costly than a basic banner ad. Smaller reach as Only work on iPhones and Android handsets. Small screen size may affect the ad display effect.

73

Mobile Site for Marketers

With more and more people access internet through mobile, shouldn’t

brand have a mobile-friendly site? Consumer Says YES

Nearly 75% of

people prefer a mobile-friendly site

When they visited a mobile-friendly

site, 74% of

people say they’re more likely to return to that site in the future

67% of people say that when they visit a mobile-friendly site, they’re more likely to buy a site’s product or service

Source: Google Mobile Site Research July, 2012

74

73.1% smartphone users

access internet through mobile browser and over 50% mobile netizens use browser in a high frequency on a daily basis.

Source: CNNIC 2012.7

The main purpose for using mobile browser is to obtain information. Comparing to social and video usage, which takes longer time and interaction, mobile netizens prefer to access through APP for a richer user interface.

Mobile Browser, the Entrance to Mobile Internet

The usage of browser on smartphone by OS

Websites browsed by Netizen

Source: CNNIC 2012.7 75

Mobile Search, An important Way to Drive Traffic

The most common way to access mobile sites is through search engine.

What mobile netizen search through search engine

How mobile netizens access mobile sites through mobile browser

87.3% Mobile Netizens use

mobile browsers to search.

76

What Mobile Site can bring to Brand?

A mobile site is a key asset that can help your brand capitalize on many other opportunities mobile has to offer, like Mobile Advertising, QR codes, AR technology, mobile text call to actions.

Unlike traditional websites, mobile sites are accessible anytime, anywhere, and on the go – as long as there’s a data connection. By building a mobile site, brands ensure that they are maximizing their availability to consumers. Mobile sites put brands wherever consumers might need them, whenever they want: in store as a result of seeing their product, on the couch after seeing a product advert on TV, or in the kitchen while thinking about what to cook for dinner.

Communicate with Consumers Anytime, Anywhere

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Mobile sites have unique features and capabilities not found on websites. From a basic mobile site, consumers can click to find their way to a restaurant or store and click to call and make a reservation. They can personalize their phones with branded content such as a ringtone or wallpaper. And with newer HTML5 sites, they can interact even further by tipping the phone or blowing into the receiver making the user experience even more fun and engaging.

What Mobile Site can bring to Brand?

Unique Opportunities for Engagement

78

Mobile APPs for Marketers

APPS in Apple Store

Source: Apple Q3 Revenue Report, 2012

79


Disposable APPs An app which it is likely consumer only access once

80

Help audiences or customers do their jobs more efficiently and effectively.


Entertainment Brand Butlers Tools

Enhance brand engagement and create fun, through games and branded activity.

Support end customers the most of their daily lives and tasks.

Marketers are recognizing mobile apps as a relevant tactic for brand awareness and engagement as well as personal productivity and connectivity.

81

Zhanghua introduced a Mobile game app with game-like-mentor program built into it for students. The game idea revolves around the concept of Army where Generals help guide their student force to perform better. Inspired by Unilever’s well known ‘Huang Pu Military Academy’ tag in China marketing industry.

• Gamified 3D visual designed battle field

• 2-ways to explore the battle field (SOS - ask question and March - quiz)

• Social account log-in • Communicate via

voice • Shake the phone for

career tips

82

Coca Cola fully utilized cross screen opportunity through this fun app. The game is designed along with Coca cola commercial music. When its TV ads on, users who play this game, are eligible for lottery.

83

Lee Kum Kee make an effort to encourage Chinese users to prepare home cooked meals by developing an APP to guide people to cook.

- Today’s recommendation: Shake for the choice of 3 daily recommend recipes - Ingredient list: Add recipe & ingredient to shopping list. - Latest promotion news: Latest products & promotion news. - Photo Sharing by social platform - Unit Conversion - Official online store link : Online shopping address

84

GE MoodCam

Change the mood of a photo with the GE MoodCam™! Take a picture of a room (or any scene!), then watch the mood change as you shift the lighting using the GE Moodometer™. Learn how to create the look at home, and even save a shopping list for a quick, easy way to find the right light bulbs in the lighting aisle.

85

GE China Box is a useful tool for GE employees and customers to keep updated with everything happens with GE as well as industry news.

- Online content to be synchronized in real time - Offline capabilities to interact with all downloaded content - Flexible mobility architecture – with capability to display different content format: from text files to PDF; from images to videos, HTML and more

86

The Dell IT Executive Network (ITEN) app puts in one place the industry content in the world for IT Executives. Constantly updating with great new content from Dell and around the world, the app will also feature exclusive content from the Dell World event.

• Content is available in the form of audio, video, PDF, web content • Share content via email, Facebook, and Twitter • Latest in solution specific content (i.e., Cloud, Virtualization, HPC, etc) • Content filtering available by topic • Download and save content for viewing later

87

Dell Mobile is a complete product app all its product lines: desktop computers, laptops, monitors, printers and etc. User can place direct order through this app and trace the delivery process. This App is also connect to Dell service center.

- Compare up to three choices side by side - Read product reviews and ratings - Open our advisor tool, instant Dell recommendations - Track your order status - Scan your Dell service tag to check warranty and get support

88

Mobile Technologies for Marketers

AR allows for putting life back into print & publishing. A print ad or an image can effectively be turned into a website or detailed information browser. A static pack shot image can augment itself to give a sight & sound of that product in action or recipe.

AR (Augment Reality)

NFC is perfect for more secure applications like paying for things or securely logging in at a location since it only works if the 2 devices are in very close contact.

NFC(Near Field Comm.)

GPS

GPS enables brands to easily include event or retail finder into their digital & marketing programs. A very effective way drive in-store or in-event traffic. And for users to easily search nearby information.

Visual way to connect digital information to physical locations. Once user knows how to use QR code with camera and has downloaded the reader, it is a sticky behavior..

QR Code

Everyone who has a camera enabled phone can use IR if a certain Mobile APP offers the IR technology. Content on a snap of a picture. On the go, especially at point of purchase.

IR (Image Recognition)

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An Outlook for the Near Future 5

China, the Major Drive of the Global Economy

Growth in the Next 10 Years

92

China is set to become the world’s second-largest advertising market in 2013, and the second-largest digital advertising market the following year, behind the US.

China, the No.2 Digital Media Country in 2014

Source: http://www.emarketer.com/Article.aspx?R=1009404#iqVBBicIwcimVSaE.99

Source: Xinhua Net

94

The World Will be in Connected Through Multi-screens

Source: Google Study

Multi-screen life will make us less focused in one screen, but switch fast among.

77% People when watch TV, will have another device in hand

Mobile Device

34% PC/Laptop

49%

95

Smarter Screen & Mobile Device Drive Always On

Google introduced Ingress, A world-wide Alternate Reality Game. transforms the real world into the landscape for a global game of mystery, intrigue, and competition.

Source: China Market and Media Trends, phd

Markerless AR – a combination of AR and pattern recognition – where images are fired up based on a visual cue in the camera as opposed to GPS position.

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Offline to Online, or The Other Way Around?

PayPal is testing a new mobile shopping initiative that allows customers to point and purchase using QR codes. PayPal has created catalog “mobile shopping walls” in 15 metro stations in Singapore.

97


Perch’s displays helps consumer to get more info. about the shoes from retail store, e.g. what other colors it’s available in, how it could be styled. When you lift it from the counter, interactive surface shows details about the brand, model and price.

98


Uber allows you to order a black car to come to your location via the mobile app, and then watch it come to you as the app tracks the car via GPS. Payments are handled automatically by charging the card you have on file, and it costs at least 50% more than a taxi.

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BaubleBar, a two-year-old online retailer of affordably priced jewelry. On Oct. 17, the company opened its first shop at 230 Fifth Avenue in New York City.

Much of the merchandise will be exclusive to the Fifth Avenue location, catering to regional tastes, trends and styles. Impatient shoppers will be able to stop by for more immediate purchases and shop with their friends. BaubleBar, in turn, will track buying trends and interact with customers as a means to inform its overall merchandising strategy.

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Business

China digital media scene by the end of 2012