China's mobile marketing sector, supported by a surge in the mobile subscriber base to over 530 mln and active WAP users to over 40 mln, is on track to grow over 40% in 2007 and 55% in 2008. Looking to take advantage of the mobile medium's ability to deliver highly customized and segmented marketing campaigns, major brand names like Nike and Coca-Cola have also begun to devote significant resources to mobile advertising in China. At the same time, a host of new mobile ad agencies and applications developers have emerged to drive market development. Published in October 2007, the 2007 Chinese Mobile Advertising Report provides a detailed, 196-page overview of the Chinese mobile marketing/advertising sector, including:

• SMS, MMS, and WAP Push
• WAP, Mobile Search, and Mobile Video
• 2D Barcode, LBS, and Mobile In-Game Ads
• Market Size and Growth Forecasts
• Company Profiles of over 35 Major Industry Players
• Network and Platform Infrastructure Development Status
• Case Studies

TABLE OF CONTENTS

• 1 Introduction
  • 1.1 Mobile Marketing Advantages
  • 1.2 Mobile Market Fundamentals
    • 1.2.1 Operators
    • 1.2.2 Network Infrastructure
    • 1.2.3 Subscribers
• 2 Mobile Marketing Market
  • 2.1 Market History
  • 2.2 Market Size
  • 2.3 Mobile Marketing Industry Chain
    • 2.3.1 Advertisers and Traditional Ad Agencies
    • 2.3.2 Mobile Ad Agencies
    • 2.3.3 Enablers and Mobile Media
    • 2.3.4 Operators
    • 2.3.5 Third-Party Monitoring Firms
  • 2.4 Mobile Ad Categories
    • 2.4.1 SMS
    • 2.4.2 MMS
    • 2.4.3 WAP
    • 2.4.4 2D Barcode
    • 2.4.5 Mobile Search
    • 2.4.6 Proximity Marketing (LBS)
    • 2.4.7 Mobile TV
    • 2.4.8 Mobile In-Game Advertising
• 3 Company Profiles
  • Operator Affiliates
    • China Mobile - ASPire
    • China Unicom - NewSpace
  • Mobile Marketing Firms
    • 21 Communications
    • 3G4A
    • AD@Mobile
    • Dianyi (CA Mobile)
    • Focus Wireless (Focus Media)
    • Puca
  • Mobile Ad Agencies
    • CASEE
    • Fractalist
    • Madhouse
    • MMClick
    • WAPS
  • WAP Sites
    • 3G.cn
    • 3G.PP
    • KongZhong
    • LXYES
    • MOABC
    • Sina
    • Tencent
    • WAP Tianxia
  • 2D Barcode
    • Gmedia
    • Inspiry
    • MyClick
  • Mobile Search
    • Baidu
    • Cgogo
    • Google
    • iAsk (Sina)
    • mInfo
    • Roboo
    • UUCUN
    • Yicha
  • Proximity Marketing (LBS)
    • Kaitone (Mobile Media)
    • Pioco
    • MStars
  • Mobile In-Game Ad Developers
    • Bargame
    • Fugu Mobile
    • Playing
    • Xiaojoy Wireless
• Appendix I Unicom's Mobile TV Service

China's online gaming market continues to enjoy robust growth, increasing 73.5% in 2006 to RMB 6.54 billion (USD 887 million), and on track to jump at least 57.5% to RMB 10.3 (USD 1.4 billion) in 2007. Improved Internet penetration, 16% as of the end of 2007, and rising average income will help fuel sustained growth of the market.

To help investors, industry analysts, and enterprises track performance of China's burgeoning number of online games, game operators, and game developers, Marbridge has developed its China Online Gaming Matrix. Updated on a regular basis, the Online Gaming Matrix provides the following data sets on approximately 50 of China's leading online game companies:

• Games Operated/Developed
• Game Type
• Game Dates (expected release, beta test, commercial launch)
• Game Source (self-developed vs. licensed)
• Revenue Model (pay-to-play vs. in-game items)
• Peak Concurrent Users
• Registered Users
• Listing Status (public, to list, private)
• Shareholder Structure
• Location

The China Online Gaming Matrix is available either for one-off purchase or on a subscription basis, with weekly, monthly, and quarterly update options.

One of the most reliable studies of the Chinese Search Market available, this report is compiled from surveys of over 2800 users in the major markets of Beijing, Shanghai, and Guangzhou. Completed in September 2007, it provides more than 85 pages of detailed information and tables on:

• Market share between Baidu, Google and other search engines.
• Demographic differences between users of Baidu, Google, and other search engines.
• Usage patterns of Chinese search users.
• Brand recognition among Chinese search users.

Key Findings:

• Baidu and Google Increasing Dominance
  Combined, Baidu and Google comprise over 90% of the market by primary users.
• Google Bouncing Back
  After earlier losses to Baidu, Google has regained market share.
• Yahoo and Sogou Slipping
• Baidu Increasing Share of High-End Users

TABLE OF CONTENTS

• Chapter 1 Executive Summary
  • 1.1 Search User Market Further Consolidates
  • 1.2 Baidu Expands, Google Rebounds
  • 1.3 Google Gains Students, Loses High-End Users
  • 1.4 Baidu Growth Rate Slows
  • 1.5 Google China Localization Bears Fruit
• Chapter 2 Terms and Definitions
• Chapter 3 Survey Methodology and Scope
  • 3.1 Computer-Aided Telephone Interview
  • 3.2 Computation of Weighted Survey Results
  • 3.3 Search Engines Covered
• Chapter 4 General Search Engine User Information
• Chapter 5 Market Share
  • 5.1 Market Share Definition
  • 5.2 Primary Search Engine Market Share
  • 5.3 Search Engine Usage Market Share
  • 5.4 Variations between Market Share Definitions
  • 5.5 Changes in Market Share
• Chapter 6 Brand Awareness and Recognition
  • 6.1 Unaided Brand Awareness
  • 6.2 Brand Recognition
  • 6.3 Brand Recognition/Awareness Analysis
  • 6.4 Search Engine Usage during Last 6 Months
  • 6.5 Regularly Used Search Engines
  • 6.6 Trial, Adoption, and Primary Usage Rates
• Chapter 7 Market Dynamics
  • 7.1 New Users' Choices
  • 7.2 Sources/Destinations of Acquired/Defected Users
• Chapter 8 Student Users
  • 8.1 Student User Ratios
  • 8.2 Education Level of Student Users
  • 8.3 Student User Market Share
• Chapter 9 Non-Student Users
  • 9.1 Non-Student User Market Share
  • 9.2 Market Share by Age
  • 9.3 Market Share by Education
  • 9.4 Market Share by Personal Income
  • 9.5 Market Share by Employer
  • 9.6 Non-Student Users in the Business Sector
• Chapter 10 High-End Users
• Chapter 11 Baidu vs. Google
  • 11.1 Search Engine Usage of Baidu and Google Users
  • 11.2 Secondary Search Engines
  • 11.3 Registered Users
  • 11.4 Usage of Baidu's Services
  • 11.5 Usage of Google's Services
  • 11.6 Dual Baidu, Google Users
  • 11.7 Reasons for Not Using Google
• Chapter 12 Improvements in Google China's Platform
• Chapter 13 User Appraisal and Satisfaction
  • 13.1 Assessment of Search Engine Importance
  • 13.2 User Satisfaction
• Chapter 14 Websites and Input Methods
  • 14.1 Regularly Visited Websites for Non-Search
  • 14.2 Commonly Used Input Methods
• Chapter 15 Household Structure, Income and Expenditure
  • 15.1 Household Structure
  • 15.2 Household Monthly Income
  • 15.3 Source of Income
  • 15.4 Main Household Expenditures
• Chapter 16 User Demographics and Internet Usage Habits
  • 16.1 Demographics of Baidu and Google's Primary Users
  • 16.2 Internet Access by User Demographic
  • 16.3 Frequency of Internet Access by User Demographic
  • 16.4 Search Frequency by User Demographic

TABLES

• Table 1-1 Market Share Based on Primary Use
• Table 5-1 Primary Search Engine Market Share
• Table 5-2 Search Engine Usage Market Share
• Table 5-3 Variation between Market Share Definitions
• Table 5-4 Changes in Primary Search Engine Market Share
• Table 5-5 Changes in Search Engine Usage Market Share
• Table 6-1 Unaided Brand Awareness
• Table 6-2 Brand Recognition
• Table 6-3 Search Engine Usage during Last 6 Months
• Table 6-4 Number of Search Engines Used per User in Last 6 Months
• Table 6-5 Regularly Used Search Engines
• Table 6-6 Number of Regularly Used Search Engines per User
• Table 6-7 Trial, Adoption and Primary Usage Rates for Top Search Engines
• Table 7-1 Search Engine Selection of New Users
• Table 7-2 Sources of Acquired Users and Destinations of Defected Users
• Table 8-1 Proportion of Student Users per Search Engine
• Table 8-2 Student User Education Level
• Table 8-3 Historical Comparison of Student User Market Share
• Table 9-1 Historical Comparison of Non-Student User Market Share
• Table 9-2 Average Age of Non-Student Users
• Table 9-3 Age Distribution of Non-Student Users
• Table 9-4 Changes in Non-Student User Market Share by Age
• Table 9-5 Distribution of Non-Student Users by Education
• Table 9-6 Changes in Non-Student User Market Share by Education
• Table 9-7 Distribution of Non-Student Users by Personal Income
• Table 9-8 Changes in Non-Student User Market Share by Personal Income
• Table 9-9 Distribution of Non-Student Users by Employer
• Table 9-10 Distribution of Business Sector Users
• Table 9-11 Distribution of Business Sector Users by Industry
• Table 9-12 Distribution of Business Sector Users by Business Size
• Table 9-13 Distribution of Business Sector Users by Position
• Table 10-1 Users Matching High-end Criteria
• Table 10-2 Market Share among High-end Users
• Table 11-1 Number of Search Engines Used per Baidu and Google User
• Table 11-2 Secondary Search Engines of Users
• Table 11-3 Proportion of Registered Users for Baidu and Google
• Table 11-4 Baidu Services Used in the Last Month by Baidu Users
• Table 11-5 Google Services Used in the Last Month by Google Users
• Table 11-6 First Search Engine Used by Dual Baidu, Google Users
• Table 11-7 Users Who Have Switched Primary Search Engine
• Table 11-8 Reasons for Not Using Google
• Table 12-1 Awareness of Google China’s Platform Modifications
• Table 12-2 Assessment of Google China's Modifications
• Table 12-3 Awareness of Specific Changes
• Table 13-1 Search Engine Importance to Users
• Table 13-2 Search Engine Importance by Search Frequency
• Table 13-3 User Satisfaction
• Table 14-1 Regularly Visited Websites
• Table 14-2 Regularly Visited Websites of Primary Users
• Table 14-3 Historical Comparison of Regularly Visited Websites
• Table 14-4 Most Commonly Used Input Methods
• Table 15-1 Distribution of Household Size
• Table 15-2 Household Composition
• Table 15-3 Household Composition and Source of Income
• Table 15-4 Household Income Distribution
• Table 15-5 Household Income Sources
• Table 15-6 Major Household Expenditures
• Table 16-1 Baidu and Google Primary User Demographics
• Table 16-2 Internet Access by User Demographics
• Table 16-3 Frequency of Internet Access by User Demographic
• Table 16-4 Search Frequency by User Demographic
• Table A-1 Baidu Knows User Demographics
• Table A-2 Usage Habits of Baidu Knows Users
• Table A-3 Other Baidu Services Used by Baidu Users
• Table A-4 Assessment of Baidu by Baidu Knows Users
• Table B-1 Demographics of Baidu Post Bar Users
• Table B-2 Baidu Post Bar Usage Habits
• Table B-3 Other Baidu Services Used by Post Bar Users
• Table B-4 Satisfaction of Post Bar Users

CHARTS

• Chart 6-1 Brand Recognition/Awareness Analysis
• Chart 9-1 Market Share of Non-Student Users by Age
• Chart 9-2 Market Share of Non-Student Users by Employer
• Chart 13-1 User Satisfaction of Baidu Compared to Google