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15:05, 31. May, 2006 CS Online
With hundreds of millions of potential consumers, the mobile phone
games industry forged ahead rapidly in 2005. According to a market
research report on mobile phone games made by Airui Research,
in 2004, the domestic market size of mobile phone games was about
six hundred million Yuan, and it is predicted that by the end
of 2005, the market size will be doubled to reach one thousand
two hundred million Yuan. However, in spite of that, in view of
the current situation, the mobile phone game industry is still
at the early stage of development, and the manufacturers and operators
are still groping their way in this field. Today, we have pleasure
to invite the two pioneers and leaders of Mtone Wireless and Palm
Message Technology Company to talk about the situation of the
mobile phone game industry.
Interviewer: As for mobile phone online games, you are both pioneers
in this field. I want to know how Palm Message Tech views the
current market situation of mobile phone online games.
Palm Message Tech: It will perform a new economic miracle. At
the time when the first mobile phone game appeared on Nokia mobile
phones, nobody could image that today, we can make large-scale
multi-functional online games. In years of 2004 and 2005, the
mobile communication value-added business experienced a stage
of rapid development, and the game industry showed a even more
forceful momentum. However, I hold that we should lay an emphasis
on communicating with users so that we can occupy this market
completely.
Interviewer: In our country, as for mobile phone online games,
many people in the industry are still groping their way in this
field, but Sanjie Legend, as the first paid mobile phone online
game in our country, achieved good results. It is said that by
the end of September of 2005, the number of the registered users
for Sanjie Legend exceeded five hundred thousand.
Mtone Wireless:
Maybe this game can satisfy the players¡¯ demands more successfully.
When designing Sanjie Legend, we emphasized some small games,
and the traffic flow of network can only be produced when the
players carry out the interactive activities such as chatting,
PK and so on rather than only playing these small games. In this
way, the limitation of network can be avoided. In addition, we
find that the players of mobile phone games are most interested
in interactive activities, such as chatting. In Sanjie Legend,
this communication flow is very large, and every player can produce
the data flow of about one mega only in one week. This proves
that under the current conditions of network, the mobile phone
online games can absolutely support the interactive transmission
with a large data flow, which is also the demand of the players.
Interviewer: Almost all the people believe that mobile phone online
games will be developed rapidly. However, many players haven¡¯t
accepted this entertainment form yet. What problems should be
solved immediately by the manufacturers at this stage?
Palm Message Tech: At present, there are mainly three problems
that affect mobile phone online games: first, the factors such
as the internal storage and screen of the mobile phone; secondly,
the technical problems of the mobile network (such as the conditions
of network and the problem of communication expenses); thirdly,
the problem of the players¡¯ consuming capability. Currently, On
the one hand, the expenses for the mobile phone games are too
high to be accepted by some players of mobile phone online games,
while on the other hand, the people with strong consuming capability
don¡¯t know how to play the games or have no time to play the games.
However, we believe that along with the approaching of 3G times,
the operators, manufacturers and suppliers will solve these problems
jointly. I think what we should do now is to pay great attention
to the demands of the consumers.
Interviewer: Yes, the high cost is one of difficult problems
faced by most manufacturers. Mtone has collected fees for Sanjie
Legend successively. Congratulations! However, we also heard that
within the first two weeks after the formal operation of Sanjie
game, there were three thousand registered users, while in the
third week, the number increased to five thousand, but only less
than five hundred players went online every day. Why?
Mtone Wireless: As to this problem, we neglected one point at
that time----the correct guidance for the players of the mobile
phone online games. Later, through communications with the users,
we found that most people couldn¡¯t experience the joys of the
games due to the fact that they don¡¯t know how to play instead
of the fact that they don¡¯t want to play. Later, we solved this
problem for consumers by means of net station and customer service
so that we can make today¡¯s achievements. To games manufacturers,
I think that the most valuable thing is to know about the users¡¯
demands. We also made some investigations, but we failed to obtain
all-around information successfully due to the limited conditions.
We really expect some media to take the lead to do this thing
which will be of great benefit to the industry, manufacturers
and consumers.
Interviewer: In short, both of you think that in order to do
better in the industry of mobile phone online games, while waiting
for the development of network communication technologies, the
manufacturers should know about the consumers¡¯ demands thoroughly
and perfect their products accordingly, don¡¯t you?
Mtone/ Palm Message: Yes, all the things are based on the demands
of consumers, so we hope to learn detailed information about consumers
such as players¡¯ habits of playing games, channels for obtaining
information and expectations for new downloading channels. Along
with the approaching of 3G times, channels will become more and
more important. This year, in order to learn more about the demands
of consumers and perfect our products accordingly, we will take
part in the activity of ¡°The Second Investigation on Mobile Phone
Games in China¡± sponsored by JOYES in cooperation with many mainstream
medias. From the contents of the questionnaire, we find that this
investigation involves a variety of aspects, and the report will
be written by Airui Research, a famous company in the country.
We hope to find the future development direction of the mobile
phone online industry from the analysis of the report.
Interviewer: the market of mobile phone online games has a wide
development space, but at present, it is still at the early stage
of development which should be cherished and supported by more
people. How can the market be guided effectively? How can the
invested capital be used more effectively? What market is faced
by the industry? How will the market be developed in the future?
In fact, all these questions should be answered jointly by the
manufacturers and all the consumers, who should give their most
rational and real answers to the manufacturers in the form of
questionnaire.
Well, many thanks to Mtone and Palm Message for coming here to
discuss the development of mobile phone online games with us.
At the same time, let¡¯s look forwards to the completion of the
report of ¡°The Second Investigation on Mobile Phone Games in China¡±
sponsored by JOYES in cooperation with many mainstream medias,
with which we can learn all the latest demands of the consumers!
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