Mobile map final final final
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Transcript of Mobile map final final final
MOBILE MAPPING IN CHINASCP Model Analysis and Future
Prospects
PresentersTime
1
Aiur & Olivia & Xiaofan27/3/2014
AGENDA
•Background of Chinese mobile mapping market
•Analysis of Chinese mapping market in SCP Model
•Future Prospects
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BACKGROUND OF CHINESE MOBILE MAPPING MARKET
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DEFINITION OF MOBILE MAP
Mobile map is the application that uses mobile phone or other mobile terminal to view the map, position, search the location, and plan the route through WAP or other software.
Source: China Mobile Map Market Research Annual Report for 2013
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CHINESE MOBILE INTERNET USERS
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2006 2007 2008 2009 2010 2011 2012 2013(F) 2014(F) 2015(F)3,104 3,50310,049
20,51428,819
43,137
56,12065,895
74,89682,462
Prediction of Active user scale of China mobile
internet
Active users
faster than global market
Mobile mapping has become a new market darling
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Mobile ordering
Registration
Price parity
Mobile shopping
Recommendation information
Mobile mapping and navigation
13.60%18.20%20.50%22.70%22.70%25.00%
29.50%31.80%34.10%
52.30%67.10%
User's behaviors of mobile internet
source: Chinese mobile internet market research for 2013
Life service applications are getting more and more attention from users.
USER SCALE OF CHINESE MOBILE MAPPING
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2011 2012 2013 2014e 2015e 2016e0
1
2
3
4
5
6
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
1.6
2.5
3.3
4
4.75.262.20%
32.00%
20.70%16.90%
11.00%
User scale of mobile mapping and navigation(hundred million)Growth rate
Source: Chinese mobile mapping and navigation market research report for 2012
User scale of mobile mapping and navigation(hundred million)
DEVELOPMENT IN CHINESE MARKET
The first Internet map service was launched
Google map entered China and chose Autonavi as their partner
Mobile mapping service became homogenized. Competition became fiercer.
Small companies died. Survivors began to focus on O2O business.
1999
2007
2008
2010
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ANALYSIS IN S-C-P MODEL
StructureConductPerformance
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STRUCTURE C P
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S 1 MOBILE MAPPING INDUSTRY OF CHINA
CR4:76.1%
↓
Concentrated
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29.40%
22.70%17.40%
6.60%
5.90%
5.40%
12.60%
AutoNavi
Baidu Map
Google Map
Tiger Map
Mapbar
SoSo Map
Others
S 2 ENTRY BARRIERS
Government Policy
Only companies with qualifications can provide mapping business.
Database Provider
Chinese mapping industry is duopolisticAutoNavi & Navinfo
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S CONDUCT P
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64.60%
20.20%
10.80%
4.40%
Are you willing to pay for the mobile apps?
C 1 PRICING POLICIES
Most mobile map apps are free. Main reason : Users have less willingness to pay for mobile apps. 14
33.80%
66.20%
Have you ever paid for the mobile apps?
Yes
No
No
Will buy if price is acceptable
Maybe
Will buy as long as I like the app
C 2 PRODUCT STRATEGY--AutoNavi
Contend for the
phone entrancemap social platform
Integrate with third parties
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C 2 PRODUCT STRATEGY--AutoNavi
The commercialization path
of AutoNavi map-based O2O
business ecosystem
high quality services
third parties
Establish LBS business ecology
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C 2 PRODUCT STRATEGY—Baidu Map
Accelerate the conversion from the local life entrance Baidu Map department → LBS business department
Baidu side's Guid Baidu tuan Integrate with coupon and group
buying information and access to their order Introduction of indoor positioning and location sharing Location Sharing Services
Interior map Cooperate with third-party applications
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C 2 PRODUCT STRATEGY—Baidu Map
Access to discount hotels Access to the daily discount hotel
inventory resources Enter to the discount hotels market
"Tonight Hotel Deals" section
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C 3 REVENUE MODEL
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The basic business model of mobile mapping industry
Mapping service
Users
Advertisers
C 3 REVENUE MODEL
Several characteristics1. Advertising.
2. Location-targeted advertisements.
3. Mobile and Internet location-based solutions for enterprises.
4. Pre-installing navigation software cooperation with mobile phone manufacturers.
5. Charge users for application download and advanced service.
However, in 2013, Baidu and AutoNavi Navigation started offering free service. New business model needs to be established.
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C 4 COMPETITION
It can integrate abundant resources provided by Alibaba
It has strong user base from its signature brand Baidu Search engine
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S C PERFORMANCE
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P 1 Mobile mapping user are increasing
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Sequential growth rate is 8.6%.
P 2 The status of the TOP 3 players is more solid
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FUTURE PROSPECTS
•Prediction of players
•3 trends that will drive the future
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PREDICTION OF PLAYERS--Leading Players
With the investment from Alibaba, AutoNavi will be supplemented to a great extend in terms of financial and talent resources
Mapping gets higher strategic status.
After acquiring 91Assistant and Nuomi—more power in mobile distribution and business resources.
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PREDICTION OF PLAYERS--Innovative Players
Good at innovation Short in finance and talent
Making good use of Wechat Higher status & Great ambition
No better in usability Lagging in O2O
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THREE FUTURE TRENDS
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1. 3D Live Map 2. Indoor Navigation
3. Personalized Product
THANK YOU
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