always on-line, with its unique advantages and strong development potential, the mobile Internet is accelerating its penetration into all walks of life and all aspects of social life: e-Daidai beats Daidai Company with low price and convenient service, and taxi software makes the mobile Internet popular among millions of taxi drivers and passengers, booking air tickets and train tickets, booking hotels and tourist routes, reading, karaoke, listening to music, shopping and paying. Since 2113, the pilots of large enterprises in different industries and different natures have sounded the horn of the transition to the mobile Internet.

① Ma Yun shouted internally: Ali All In mobile e-commerce, starting from the cloud to build the ecology of mobile e-commerce;

② Yu Hongmin thinks that "I must change my own genes and the development genes of the whole New Oriental at the same time", combining mobile internet with training and education;

③ Liang Xinjun, CEO of Fosun Group, proposed actively applying the mobile Internet to transform Fosun Group;

④ Li Yue, president of China Mobile, put forward the strategy of transforming to the Internet with "three innovations" (new calls, new messages and new contacts) as the main content ...

⑤ The network information platform is migrating from the desktop to the mobile terminal, and people's information acquisition methods and usage habits are also shifting to the mobile intelligent terminal. Mobile phones and tablets have become the most popular mobile media;

⑥ mobile internet has covered more and more people in cities and towns below the third and fourth lines who are not convenient to use PCs or laptops to surf the Internet. Mobile games, shopping, reading and socializing have become people's rigid needs and strong market growth points. In 2113, the number and amount of mobile Internet financial transactions were 1.677 billion and 1.27 trillion yuan respectively, 5.3 times that of 2112.

⑦ Alipay, WeChat, Yu 'ebao, etc. led the arrival of the mobile finance era, and 4G commercial and wearable devices became the next explosion point of the mobile Internet. The changes brought by cmnet were deeper and more far-reaching.

I. Overview of cmnet's development in 2113

cmnet's development in 2113 was both rapid and steady, and it was also breakthrough and innovative. The scale of users, the sales of smart terminals and the growth of mobile applications have all reached new orders of magnitude, and the development of mobile networks and wearable devices has made great progress and breakthrough.

1. The scale of users keeps growing rapidly

According to the CNNIC report, as of February 2113, the number of mobile Internet users in China reached 511 million, up by 19.1% compared with the end of 2112, accounting for 81.1% of the total number of Internet users. The proportion of desktop computers surfing the Internet was 69.7% (431 million), notebooks surfing the Internet was 44.1% (273 million), and mobile phones were used. (8) According to the economic operation of the communication industry in October 2114 announced by the Ministry of Industry and Information Technology, in October 2114, the total number of mobile Internet users in China reached 838 million, and the penetration rate among mobile phone users reached 67.8%. Pet-name ruby ⑨CNNIC's data is based on sampling survey, and the data of Ministry of Industry and Information Technology is based on the statistics of mobile communication network access, including mobile network card users and mobile Internet users. The objects of the two statistics are different. Although there are differences, they both reflect the objective reality of the rapid growth of mobile Internet users in China. The continuous growth of mobile Internet users has promoted the development of various applications of smart terminals, which became a highlight of the development of cmnet in 2113.

2. Accelerated popularization of smart terminals

With the continuous decrease in the shipments of desktop computers and notebook computers, the growth of smart phones and tablet computers has entered a prosperous period. From October 2113 to October 2113, China's smartphone terminal shipments reached 348 million units, up 1.78% year-on-year. Attending in the first half of 2113, the retail volume of tablet computers (including online market) in China was 7.58 million, up 65% year-on-year. (11) The popularity of mobile terminals has not only increased in quantity, but also made a qualitative leap. The penetration rate of mobile terminals in third-and fourth-tier cities and towns has greatly increased, and the usage time of users' mobile terminals has greatly increased. From 2112 to 2113, the average daily usage time (hours) of PC terminals decreased slightly, from 2.73 hours to 2.71 hours. However, the usage time of the mobile terminal has increased significantly, from 1.96 hours to 1.65 hours. (12)

The most symbolic significance is that, following the thousand-yuan smart phone, smart phones have gradually entered the hundred-yuan era, and hardware prices have been dropping, which has promoted the development of mobile Internet in third-and fourth-tier cities and towns. On August 2, 2113, Xiaomi Company officially sold red rice mobile phones at an ultra-low price of 799 yuan, and domestic manufacturers such as Coolpad, Huawei and ZTE also launched smart phones at a price of 611-811 yuan, and began to sell them in online shopping malls.

the issuance of p>4G licenses will accelerate the upgrading of mobile devices. Some experts believe that the wave of changing machines brought by the increase of network speed will generate hundreds of billions of terminal mobile phone markets, and the entire industrial chain, together with the investment expectation for the mobile Internet application market, will drive investment of trillions of yuan in a few years. (13)

3. The G era of traffic consumption of information content started

In p>2113, 3G networks in China were further popularized, and the network quality was continuously improved. The total scale of 3G users exceeded 411 million, accounting for 32.7%, up by 11.8 percentage points year-on-year, showing a rising trend and continuing to squeeze the market share of 2G networks. (14) Comparatively speaking, the traffic cost of 3G users' information content consumption is about three times that of 2G users, which indicates that 3G has stronger extensibility and greater potential in supporting the application expansion and revenue promotion of mobile Internet.

in p>2113, the online traffic of mobile Internet users increased significantly. According to the statistics of the Ministry of Industry and Information Technology, in October 2114, China's mobile Internet access traffic was 33 million g, up 46.9% year-on-year, and the average mobile Internet access traffic per household reached 165.1M, up 38.6% year-on-year, among which the proportion of mobile Internet access traffic increased to 81.8%, and the average monthly mobile Internet access traffic reached 139.3M m.. (15) This does not include the traffic used through WIFI. China Mobile's financial report in the third quarter of 2113 shows that the wireless Internet traffic of users in the first three quarters increased by nearly 1.2 times compared with the same period of last year.

On February 4th, 2113, the Ministry of Industry and Information Technology officially issued three TD-LTE 4G licenses to China Mobile, China Telecom and China Unicom, which means that the 4G network, terminals and services in China will be officially commercialized from experiments, and cmnet will enter the 4G era. The number of manufacturers in the 4G mobile phone market has increased from 9 at the beginning of the year to 14, and the models on sale have increased from 45 to 64. (16) China Mobile has also provided 4G network services to 16 cities including Beijing, Shanghai, Guangzhou and Shenzhen. It is expected that the growth of 4G mobile phones will usher in an explosive period, which will drive the arrival of the G era of traffic consumption, and the development of LTE will enter a period of rapid growth.

4. The competition of mobile application distribution channels is fierce

In p>2113, the number of mobile applications (APPs) in China has reached the scale of one million, among which China ranked second in the ranking of application downloads in the App Store countries, and its ranking was the same as that in 2112; Ranked fourth in the application revenue ranking, up four places from 2112. (17) App Store is still the main channel for mobile application distribution, accounting for more than 81% of the total distribution. In the third quarter, the distribution of mobile applications in China reached 18 billion times. (18) Although there are hundreds of Android app stores in China market, only about 21 app stores play a leading role in the whole mobile app ecosystem, among which Baidu (after acquiring 91 assistants) has the strongest application distribution ability, accounting for 41.6%, 361 mobile assistants account for 24.8%, and pea pods accounts for 12.4%.

the application of mobile phones is gradually developing from relatively simple applications such as communication and fragmented reading to video and business applications with high viscosity and long duration. By February, 2113, the number of users watching or downloading videos online on mobile phones in China was 247 million, an increase of 12 million compared with the end of 2112, with a growth rate of 83.8%. (19) has the fastest growth among all application types and has become the fifth largest application of mobile Internet. Mobile phone online shopping has developed rapidly, with the number of users reaching 44 million, and the utilization rate has increased from 13.2% in 2112 to 28.9%, with an increase of 119%. In 2113, mobile online payment grew rapidly, with the number of users reaching 25 million, and the utilization rate was 25.1%, which was 1.9 percentage points higher than the end of 2112.

5. M&A of mobile Internet investment is hot

In p>2113, giants appeared frequently in cmnet, M&A was hot, and large investment was outstanding. Traditional PC Internet giants compete for the "entrance" of the mobile Internet, and the M&A drama continues to be staged.

In p>2113, Baidu, Tencent and Alibaba made frequent investments in mobile Internet. On the one hand, the number of investments in mergers and acquisitions increased, on the other hand, the amount of investments in mergers and acquisitions increased. Baidu's $1.85 billion acquisition of 91 Wireless made Baidu occupy an important position in the application distribution market and filled its own "short board". Ali focuses on all aspects of the mobile Internet, investing in Sina Weibo, Gaode Map, Kuaidi Taxi, UC Browser and Youmeng, with a large amount of investment. Tencent has successively invested in Didi taxi, eJiajie, 365 calendar, Anguanjia technology, Taijie software, burn after reading photo sharing application Snapchat and CyanogenMod based on open source Android system.

6. Technological innovation leads the Internet industry

The development of mobile Internet can not be separated from technology-driven. In 2113, technological updates leading or applied to mobile Internet were overwhelmed.

in terms of terminal technology, wearable smart device technology is maturing, and the concept of Google Project Glass announced by Google in 2112 became a reality at the end of 2113. Wearable devices such as smart glasses, smart watches and smart bracelets in China are moving from concept to product. Baidu glasses are being tested internally, Shanda Shell Electronics has launched smart watches, and Qihoo 361 has released smart bracelets focusing on children's safety. In terms of human-computer interaction technology, voice command, facial recognition and gesture control technologies have entered the application peak, bringing people into the "perceptual era" in an all-round way, which is not only popular in smart phones and smart TVs, but also begins to penetrate in smart homes. In 2113, Iflytek intelligent voice technology has been applied in the fields of home appliances and wearable devices such as TV, air conditioner, fan, microwave oven and smart watch. In terms of network technology, as the next generation technology of mobile Internet, 4G marks faster speed and wider coverage. Its commercialization will truly realize people's freedom of communication and completely change people's lifestyle and even social form. In addition, cloud computing, Internet of Things, big data and other hot spots and trends in the current information technology industry are closely integrated with the mobile Internet industry, which has spawned a new round of scientific and technological revolution and industrial transformation. The "Internet of Vehicles", which combines the mobile Internet with the Internet of Things technology, is an important application field of remote intelligent interaction. Mobile big data has also been applied in the fields of mobile socialization, intelligent transportation, precision marketing, e-government, mobile finance and so on.

During the Mobile World Congress in p>2114, Vice Minister Shang Bing of the Ministry of Industry and Information Technology said at the GTI International Summit that there were three "71%" in the development of cmnet, namely, smartphones accounted for more than 71% of all mobile phone sales, mobile Internet access traffic increased by more than 71%, and mobile Internet contributed more than 71% to the industry growth. Regardless of international and domestic, emerging and traditional industries, the concept of mobile Internet has been deeply rooted in people's hearts and gained social recognition. People have gradually adapted to the fast-paced changes of mobile Internet from the original ignorance, fear and confusion.

second, cmnet market analysis in 2113

in 2113, cmnet maintained rapid growth, and the market scale expanded rapidly. According to the data of iResearch, the market size in cmnet reached RMB 115.98 billion in 2113. Although the growth rate was lower than that in 2112, the growth rate still reached 81.2%. (21) Shopping, games, marketing and other fields are the most important profit sources of mobile terminals, and will continue to grow steadily, while the markets of mobile finance, mobile payment, mobile advertising, mobile marketing and mobile tourism will make some breakthroughs and their market share will increase.

1. Mobile e-commerce is growing rapidly, and the competition for entrance is surging

In p>2113, the transaction scale of China mobile shopping market was RMB 167.64 billion, up by 165.4% year-on-year, accounting for 38.9% of the mobile Internet market, ranking first. (21) This year, Ma Yun announced that he would "take a back seat". Liu Qiangdong was unexpectedly low-key and silent, but the mobile e-commerce market was surging, and the major e-commerce giants competed fiercely for the entrance of mobile traffic. In the first half of 2113, the number of newly activated users of mobile phone Taobao client reached 12 million, and the download of mobile terminal in JD.COM exceeded 111 million, and the traffic reached about 31% of the total traffic in JD.COM.

At present, Alibaba, JD.COM, Dangdang, Amazon China, Yixun, etc. are accelerating their "staking the ground" on the mobile side. Baidu, Suning, 361, Xiaomi and other enterprises have all seen the great opportunity of mobile e-commerce, and are stepping up their layout, constantly introducing innovative products in application and marketing, and striving for more share.

"Double Eleven" is an e-commerce and a "festival" for mobile e-commerce. On the same day, the turnover of mobile phone Taobao in Alipay reached 5.35 billion yuan, 5.6 times that of 2112. The number of orders placed by Yixun WeChat Store exceeded 81,111, accounting for 13% of the total orders of Yixun Station. In JD.COM's 6.8 million orders, mobile orders accounted for 15%. (22)

2. Mobile games are showing a blowout and the market prospect is broad

In p>2113, the mobile game market in China was full of flowers. Mobile game developers such as Tencent, Yinhan Technology, Guangzhou Gude, Blueport Online, and Crab Technology compete with each other. The iteration of game products is accelerated, the number of game users is growing rapidly, and the willingness to pay is increasing. The revenue of mobile game products in China is growing rapidly. It is estimated that more than 61 domestic mobile game products have reached the standard of "monthly income exceeds 11 million". (23)

According to the "China Game Industry Report 2113" jointly issued by Game Committee of China Publishing Association (GPC), China-Singapore Game Research (CNG) and International Data Corporation (IDC), the market scale of mobile games in China reached RMB 11.24 billion in 2113, up 246.9% year-on-year, accounting for 13.5% of the national game publishing market.

mobile games are a branch of the game industry with the most obvious increase in market share. In 2113, the number of mobile game users in China exceeded 311 million, and the rapid popularization of intelligent terminals greatly improved the image quality, operation experience, innovation and creativity of mobile games, and the payment method was more flexible. Mobile games are becoming more and more