Etude sur la publicité mobile en Chine 2006

Page4 I. Background
Page4 II. Definitions
Page5 IV. Summary
Page7 V. Text
Page7 1. Overview of Wireless Advertising
Page7 1.1. Definition of Wireless Advertising
Page9 1.2. Features of Wireless Advertising
Page11 1.3. Differences Between Wireless Advertising and Traditional Advertising
Page13 1.4. Classification of Wireless Advertising
Page15 1.5. Industry Standards for Wireless Advertising
Page16 2. Overview of Global Wireless Advertising Market
Page16 2.1. Number of Global Wireless Internet Access Users through Mobile Phone
Page17 2.2. Penetration of News and Info Browse via Mobile Phone in Major Countries
Page18 2.3. Acceptance of Wireless Advertising by American Advertisers
Page19 2.4. Overview of Wireless Advertising Market in Japan
Page19 2.4.1. Market Size of Wireless Advertising in Japan 2002-2005
Page20 2.4.2. Number of Wireless Websites in Japan
Page21 2.4.3. Number of 2-D Code Mobile Phone Users in Japan
Page22 2.4.4. Analysis on Japan I-mode
Page24 2.4.5. Successful Elements of Japan I-mode
Page26 2.4.6. Google Undertook Trial of Wireless Advertising in Japan
Page27 3. Analysis on China Wireless Advertising Market
Page27 3.1. Market Size of China Wireless Advertising 2005-2010
Page29 3.2. Market Size of China WAP Website Advertising 2006-2010
Page30 3.3. Market Size of China Wireless Advertising by Various Forms in 2006
Page31 3.4. Revenue Generated from Wireless Advertising by Various Participants in 2006 in China Wireless Advertising Market
Page32 3.5. Market Size of China Wireless Advertising by Various Media in 2006
Page33 3.6. Analysis on Development Stages of China Wireless Advertising Market
Page35 3.7. Analysis on Wireless Advertising Strategy of China Mobile Carriers
Page37 3.8. New Wireless Advertising Forms in China Market
Page38 4. Analysis on External Environment Development of China Wireless Advertising
Page38 4.1. Policy Analysis of China Mobile Wireless Advertising
Page38 4.1.1. Forbidden to Popularize Business Using Non-Monternet
Page39 4.1.2. Stopping Transmission of Mobile Phone Number/UA
Page41 4.1.3 Restricting WAP Monthly-Package Traffic
Page43 4.1.4. Policy Analysis of Groups Sending to Target Groups
Page45 4.2. Analysis on China Traditional Advertising Market
Page45 4.2.1. Development of China Advertising Market
Page46 4.2.2. Growth of China Advertising Market by Media Type 2001-2005
Page47 4.3. User Basis of China Wireless Advertising Market
Page47 4.3.1 Number of China Mobile Phone Users 1999-2006
Page48 4.3.2 Number of China Mobile Phone Users Using WAP 2003-2008
Page49 4.3.3 Acceptance of Wireless Advertising by Users
Page50 4.4. Technology Basis of China Wireless Advertising Market—-3G Platform
Page50 4.4.1 Evolution of Modern Mobile Telecommunication Technology
Page51 4.4.2. Effect of 3G on Wireless Advertising
Page53 5. Analysis on Industry Value Chain of China Wireless Advertising
Page53 5.1. Industry Value Chain Structure of China Wireless Advertising
Page55 5.2. Analysis on Industry Value Chain of WAP Advertising
PageAdvertising 5.3. Analysis on Industry Value Chain of Targeted
Page59 5.4. Analysis on Industry Value Chain of Terminal Implanted Advertising
Page60 5.5. Pricing Model of Wireless Advertising
Page60 5.5.1. Pricing Model of WAP Advertising
Page61 5.5.2. Pricing Model of Targeted Advertising
Page62 6. Analysis on Major Wireless Advertising Companies
Page62 6.1. Focus Wireless
Page62 6.1.1. Overview of Enterprise
Page64 6.1.2 Product Analysis
Page67 6.1.3. Business Model
Page67 6.1.4. SWOT Analysis
Page69 6.2. Fractalist
Page69 6.2.1 Overview of Enterprise
Page69 6.2.2. Product Analysis
Page71 6.2.3. Business Model
Page71 6.2.4. SWOT Analysis
Page73 6.3. Shanghai Adatmobile
Page73 6.3.1. Overview of Enterprise
Page73 6.3.2. Product Analysis
Page75 6.3.3. Business Model
Page75 6.3.4. SWOT Analysis
Page76 6.4. Free WAP Sites
Page76 6.4.1. Overview of Enterprise
Page82 6.4.2. Case Study on WAP Advertising
Page87 6.4.3. Business Model
Page89 6.4.4. SWOT Analysis
Page90 7. Analysis on User Behaviors
Page90 7.1. Percentage of Users Who Have Received SMS Promotion Ads
Page90 7.2. Frequency of Receiving SMS Promotion Ads
Page91 7.3. Attitudes Toward SMS Promotion Ads by Users
Page92 7.4. Attitudes Toward SMS Promotion Ads by Users of Different Receiving Frequency
Page93 7.5. Attitudes Toward SMS Promotion Ads by Users of Different Education Background
Page94 7.6. Classified Ads That Users Might be Interested
Page95 7.7. Classified Ads That Users Might be Interested by Gender
Page96 7.8. Whether Users Willing to Subscribe SMS/MMS Classified Ads
Page97 7.9. Acceptance for Enterprise CRBT by Users
Page98 7.10. Chances for Users to Click WAP Ads
Page99 7.11. Chances for WAP Users of Different WAP Use Level to Click WAP Ads
Page100 7.12. Reasons for Users Not to Click WAP Ads
Page101 7.13. Reasons for Users to Click WAP Ads
Page102 7.14. WAP Ad Promotion Plan Accepted by Users
Page103 7.15. Acceptance of Mobile Online Video Ads by Users
Page104 8. iResearch Suggestions
Page104 8.1. Suggestions for Wireless Media:
Page105 8.2. Suggestions for Wireless Advertising Agents (operators):
Page106 Appendix: Research Methodology and Procedures
Page108 DisclaimersPour commander un exemplaire de cette étude,
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Table des matières de l’étude en langue anglaise

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