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China Mobile, GAPP Partner on Mobile Literature

Tencent Tech, 7/05/11

China Mobile (NYSE: CHL; 0941.HK) and China's General Administration of Press and Publication (GAPP) signed a memo in Beijing today outlining their joint commitment to strategic growth in China's digital publication industry. The occasion was also used to launch an initiative to promote reading among youth. GAPP Deputy Director Sun Shoushan and new China Mobile party secretary and deputy chairman Xi Guohua both gave speeches at the event. It was Xi's first public appearance since his June 30 appointment.

The youth reading program will be overseen by Zhejiang Mobile, China Mobile's mobile literature base, and will primarily target out-of-province workers, students and young office workers. Zhejiang Mobile general manager Zhong Tianhua said at the signing ceremony that China Mobile's mobile literature service has currently assembled a total of 210,000 items, including books, magazines, cartoons and photos, all of which are legal copies. Books account for 70% of items in stock, and over 95% of books are original works.

China Mobile launched its Zhejiang-based mobile literature operations in May 2010, and at present has more than 45 mln subscribers to the service, in addition to partnership agreements with more than 120 content producers. The service receives more than 45 mln visits by users each month, and has achieved monthly revenues of more than RMB 100 mln. The book with the single highest view count currently carried by the service saw sales of more than RMB 14 mln in just over a year.

Keywords: Sun Shoushan Xi Guohua Zhong Tianhua China Mobile mobile literature users wireless youth GAPP CHL 0941.HK revenue

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