Operators Should Seize The Opportunity Of Mobile Internet

The U.S. marketing expert Jack Trout proposed the famous "mental ladder" principle. For example, when we buy a mobile phone, in the potential awareness of us, there will be a brand ladder of mobile phones: Apple, Nokia, Samsung, Motorola, etc., arranged from top to bottom. Although we totally do not know, but in fact the shopping list has been delineated in the hearts. Trout further found that as the markets become mature and stable, people tend to only remember the two brands.

In the real world, some areas have entered this stage of development. For example, in the beverage industry, Coca-Cola and Pepsi; in the fast-food industry, KFC and McDonald's; in the film industry, Kodak and Fuji; in the aerospace industry, Boeing and Airbus, and so on. Conversely, if the brand can not occupy the top two in the minds of consumers on the ladder, then as the market matures, the development of business activities will become difficult.

Internet's development in China is over 20 years. The Internet industry, through the baptism of the market, has emerged many successful companies. In the search market, Baidu and Google are the top two. Baidu's market share is more than 70%. In the e-commerce market, Taobao and Amazon are the top two; In the microblogging market, Sina and Tencent are the top two; in the application store market, Apple's App Store and Google's Android Market are the top two; in the network video market, Youku and Tudou are the top two; In the instant messaging market, Tencent QQ and China Mobile Fetion are the top two, and so on.

In the end of last year, a survey for the Chinese Internet industry pointed out that some of China's Internet-related market has emerged the phenomenon of oligopoly. Monopoly concentrated in the three main areas of search engines, instant messaging and e-commerce. These three areas were led by Baidu, Tencent and Alibaba. Take the data in the third quarter of 2010 for example, Tencent's market share in the instant messaging market is 76.6%. Baidu's market share in the search engine is 72.3%.

The market share of Alibaba in the B2B market is 54.4%. Taobao's market share in the C2C market is up to 94.7%. Alipay's market share in the online third payment market is 71%. We believe that the emergence of oligopolistic is the inevitable result of the Internet market competition. In the Internet industry, oligopoly is not new. In the Internet era, only the stronger can survive. Internet companies should do everything we can to avoid becoming the second or third of the industry.