What is the development history and trend of mobile Internet?

The Development Course and Trend of cmnet

Author: Dr. Feng Lubo, Internet Research Institute, CCID Research Institute, Ministry of Industry and Information Technology.

Since this century, with the upgrading of mobile network communication infrastructure, cmnet has developed rapidly. Especially in 2009, China began to deploy 3G networks on a large scale, and in 20 14, it began to deploy 4G networks on a large scale. The two upgrades of mobile communication infrastructure have strongly promoted the rapid development of cmnet and the large-scale innovation of service model and business model.

First, the germination period (2000 -2007)

Technical development: WAP application is the main mode of mobile Internet application.

During this period, due to the limitation of mobile 2G network speed and mobile phone intelligence, the development of cmnet is in a simple WAP application period. WAP application converts HTML information on the Internet into information described by WML and displays it on the display screen of mobile phone. WAP is widely used in GSM, CDMA, TDMA and other networks because it only needs the support of mobile phones and WAP proxy servers and does not need to make any changes to the existing mobile communication network protocols. In the embryonic stage of mobile Internet, it was the main form of mobile Internet development at that time to access enterprise WAP portal by using the browser that supported WAP protocol.

Market competition: Monternet has spawned a large number of SP service providers.

On June 5438+February, 2000, China Mobile officially launched Monternet, a mobile Internet business brand. Monternet is like a big supermarket, including various diversified information services such as SMS, MMS, WAP and treasure chest (mobile games). With the support of Monternet technology, a large number of SP service providers based on Monternet emerged at that time, such as Thunder and Skynet. Users can enjoy mobile Internet services through SMS, MMS and mobile Internet access. However, due to the phenomenon that Monternet service providers have irregular business and unreasonable fees, in April 2006, the state launched a special campaign against Monternet, explicitly requiring users to confirm the deduction of fees, users need to log in to WAP and other related specifications, and a large number of SP service providers withdrew from the market because of illegal operations.

Second, the growth and cultivation period (2008 -20 1 1 year)

Technical development: 3G mobile network construction has opened a new chapter in the development of China mobile network.

With the deployment of 3G mobile network and the emergence of smart phones, the mobile network speed has been greatly improved, which has initially cracked the bandwidth bottleneck of mobile Internet. The mobile intelligent terminal that simply applies the function of software installation has greatly enhanced the function of mobile Internet, and cmnet has opened a new chapter of development. After more than a year's commercial trial of 3G networks, the Ministry of Industry and Information Technology announced on October 7th, 2009 that it approved China Mobile, China Telecom and China Unicom to increase the 3G business licenses of TD-SCDMA, CDMA2000 and WCMDA respectively, and the large-scale construction of 3G networks in China was officially rolled out, and cmnet entered the 3G era in an all-round way.

Market competition: major Internet companies are exploring ways to seize the entrance of mobile Internet.

During this period, major Internet companies are exploring how to seize the mobile Internet portal. Some large Internet companies, such as Baidu, Tencent and Qihoo 360, tried to launch mobile browsers to seize the mobile Internet portal. Other Internet companies, such as Sina, Youku and Tudou, have pre-installed enterprise service applications such as Weibo and video players in their mobile phones through cooperation with mobile phone manufacturers.

Business model: A mature business model urgently needs large-scale application.

During this period, although the successful business model of Apple's smart phone stimulated the Internet industry in China, because the development of smart phones is in the early stage, the people who use smart phones are mainly high-end, especially the mobile smart terminals equipped with Android have not been widely used, and the original Nokia Symbian smart phone operating system supports limited mobile Internet applications, so that many innovative mobile Internet applications have not been widely used, and there are few mature business models.

Third, the high-speed growth period (20 12 -20 13)

Technological development: The large-scale application of smart phones has promoted the rapid development of mobile Internet.

The large-scale popularization and application of smart phones with touch screen function has solved many inconveniences of traditional keyboard machines surfing the Internet. The widespread installation of Android smartphone operating system and the emergence of mobile phone application stores have greatly enriched the function of mobile phones accessing the Internet, and mobile Internet applications have shown explosive growth. After 20 12 years, due to the increasing demand for mobile internet access and the large-scale commercialization of Android smart operating system, traditional mobile phones have entered a comprehensive upgrade period. Samsung, HTC and other traditional mobile phone manufacturers have followed the Apple model and generally launched touch-screen smart phones and mobile app stores, which are popular in the market because of their convenient online browsing and rich mobile applications. Due to the fierce competition among mobile phone manufacturers, the price of smart phones has dropped rapidly, and the mass production of smart phones below 1,000 yuan has promoted the large-scale popularization and application of smart phones among low-and middle-income people. During this period, traditional mobile phone giants such as Nokia and Motorola failed to fully grasp the development opportunities of the mobile Internet, failed to build an ecosystem of mobile smart phone industry, and the traditional mobile phone manufacturing giants quickly fell.

Market competition: The rapid rise of WeChat has successfully locked the entrance to the mobile Internet.

The large-scale popularization and application of smart phones has stimulated the OTT application of mobile phones, and the mobile applications represented by WeChat have begun to show a large-scale explosive growth. Tencent launched the instant messaging WeChat service on 20 1,1,2 1. As of 20 13, 1 0,000, the number of Tencent WeChat users has exceeded 600 million, with daily active users1100 million. In addition to Tencent, Xiaomi launched Mi Chat, Ali launched the address book, Netease launched instant messaging services such as Yixin, and tried to seize the instant messaging service of the mobile Internet and try to control the entrance of the mobile Internet. Tencent relies on the innate advantages of social applications in the desktop Internet era, and adopts technologies such as mobile phone number binding social applications to realize the rapid expansion of social applications on the mobile side, which makes competitors such as telecom operators unprepared. During this period, Sina Weibo benefited from the popularity and application of smart phones, and also developed rapidly. By the end of 20 13, the number of users had exceeded 500 million. However, due to the strong and rapid rise of WeChat and Weibo's own business model, the development of Weibo is slow. So that when Sina Weibo was listed on NASDAQ Stock Exchange in 20 14, it was generally believed that Sina Weibo missed the best window for listing.

In addition to using instant messaging to seize the entrance of the mobile Internet, major Internet companies are promoting the transformation of their business to the mobile Internet. In addition to Tencent's launch of WeChat, other Internet companies such as Ali and Baidu have also accelerated the transformation of the mobile Internet. Ali stepped up the promotion of mobile phone Taobao and mobile phone Alipay. On 20 13 pairs 1 shopping festival, the overall Alipay turnover of mobile phone Taobao increased by 560% year-on-year, and the number of transactions per day accounted for 2 1% of the whole, up by 420% year-on-year. By the end of 20 13, the number of mobile Alipay users had exceeded 65438. Due to the rapid development of WeChat payment, Alipay and WeChat launched a battle for mobile payment. Baidu has also accelerated the migration of search and other services to the mobile terminal, and launched various mobile phone applications such as mobile phone search and mobile phone maps. In addition, traditional portals such as Sina and Netease have also accelerated the layout on the mobile side and increased the promotion of mobile news APP applications.

Business model: Opening channels and locking scenes became the essence of business model competition in this period.

Internet companies such as Xiaomi and LeTV have even innovated the marketing model of smart phones, and launched a new business model of "smart phone+Internet service" that relies on mobile phone hardware and mobile phone services to make money, and used cost-effective smart phones as carriers to increase the application of enterprise Internet services. For example, on Xiaomi's mobile phone, almost all pre-installed services are Xiaomi's own services. Xiaomi mobile phone has Xiaomi app store, Xiaomi instant messaging application Mi Chat and Xiaomi video service. Xiaomi's "smart phone+Internet service" business model innovation was a great success at that time, and Xiaomi Company quickly became a rookie among Internet companies. Thanks to the great success of Xiaomi Company, Lei Jun's Internet thinking has been widely praised by all walks of life. In addition, during this period, a large number of applications based on mobile Internet application service innovation and business model innovation, such as Didi taxi and today's headlines, emerged in large numbers, which greatly stimulated the investment interest of the investment community in mobile Internet applications.

Four. All-round development period (20 14 to present)

Technical development: The construction of 4G network will push the development of China mobile network into the fast lane.

With the deployment of 4G network, the speed of mobile Internet access has been greatly improved, the bottleneck of Internet access speed has been basically broken, and mobile application scenarios are extremely rich. 20 13 12.4 The Ministry of Industry and Information Technology officially issued TD-LTE 4G licenses to China Mobile, China Telecom and China Unicom, and China's 4G network was officially rolled out on a large scale. 2065438+On February 27th, 2005, the Ministry of Industry and Information Technology issued the business license of "LTE/ Fourth Generation Digital Cellular Mobile Communication Service (FDD-LTE)" to China Telecom and China Unicom. The construction of 4G network has put cmnet on the track of rapid development. By the end of May, 2065438+2006, the number of China's 4G users had reached 580 million, accounting for 44.6% of the total number of mobile phone users. At the same time, according to CNNIC data, by the end of June 2065438+2006, the number of cmnet users had reached 656 million.

Market competition: Mobile Internet has become an important driving force for all walks of life to carry out business, and application scenarios emerge one after another.

With the external environment for the development of mobile Internet, such as network speed, convenient Internet access and mobile phone application, basically solved, mobile Internet applications began to develop in an all-round way. In the era of desktop internet, portal is the standard for enterprises to carry out business. In the era of mobile Internet, mobile APP application is the standard for enterprises to carry out business. 4G network has spawned many companies to use the mobile Internet to conduct business. In particular, the rapid increase in the network speed of 4G has promoted the rapid development of mobile applications with high real-time requirements and high traffic demand. Many mobile phone applications began to vigorously promote mobile video applications, and a large number of mobile video and live broadcast applications based on the mobile Internet emerged, such as Second Shot, Aauto Quicker, Zanthoxylum bungeanum, Yingke and so on.

Business model: expanding the scale of users through subsidies is the main model of internet companies' enclosure.

During this period, Internet companies such as Ali and Tencent launched a fierce battle around mobile payment, taxi application and mobile e-commerce. In order to promote mobile payment and establish a strong social relationship, Tencent and Ali spent huge sums of money on CCTV Spring Festival Gala on 20 15 and 20 16 respectively. Tencent and Ali also launched fierce competition around mobile e-commerce. In order to make up for its shortcomings in the development of e-commerce, Tencent made a strategic investment in JD.COM in March 20 14, and used WeChat as the entrance of mobile e-commerce in JD.COM. Ali also increased the promotion of mobile phones Taobao, Tmall and Alipay. During the period of 20 15 1 1, the transaction volume of mobile terminals accounted for 68%. In order to promote wallet service, JD.COM and Suning adopted the way of paying subsidies to attract customers to install wallet service. Didi taxis and fast taxis have fought a protracted taxi subsidy war for users. Finally, because the taxi subsidy harmed the interests of both parties and investors, with the intervention of capital, the two former rivals finally fell in love and merged. After the merger of Didi and Kuai, a subsidy war started between Didi Chuxing and Uber.

Verb (abbreviation of verb) The development trend of mobile Internet

First, the mobile Internet industry is growing rapidly, and the overall scale will jump. Mobile Internet is becoming a new driving force for China to actively adapt to the new economic normal, promote economic development, improve quality, increase efficiency and upgrade. At present, the domestic economy is weak and the scale is uneconomical, which leads to the slowdown of economic growth. However, the mobile Internet industry has gone against the current. Driven by innovation, it has achieved endogenous growth of comprehensive utilization of production factors and efficient cooperation of economic entities, and its development momentum is strong. The market scale of cmnet ushered in the peak period of development, with the overall scale exceeding 1 trillion yuan, and mobile shopping, mobile games, mobile advertising, mobile payment and other sub-sectors all achieved rapid growth. Among them, mobile shopping has become the main driving force for market growth. Driven by market expectations and policy dividends, the blue ocean values in the fields of mobile shopping, mobile search, mobile payment, mobile medical care, Internet of Vehicles and industrial Internet are emerging. In the future, the overall scale of the mobile Internet economy will continue to rise, and emerging business innovations in the fields of mobile Internet platform services and information services will push the mobile Internet industry into the stage of deepening the development of applications and services.

Second, the mobile Internet has accelerated its penetration into traditional industries, and the industrial Internet will open a new journey for Internet companies. The innovation and evolution of big data, cloud computing, Internet of Things and mobile Internet technologies are broadening the organizational boundaries of enterprises and promoting the extension of mobile Internet application services to enterprise-level consumption. Traditional manufacturing enterprises are actively embracing the mobile Internet, deepening the application of mobile Internet in all aspects of enterprises, and striving to promote the transformation and upgrading of enterprise Internet. Emerging Internet formats serving traditional industries will continue to emerge. Emerging information network technology has penetrated and popularized into all aspects of producer services, reconstructed the mobile business model of traditional enterprises, spawned various new service formats based on industrial development, and accelerated the business transformation in medical care, education, tourism, transportation, media, finance and other fields. The development of mobile Internet has continuously led the transformation of traditional production methods, and the industrial Internet has started a new journey. Mobile Internet uses intelligent means to combine online and offline closely to realize information interaction and network collaboration, effectively improve and integrate the R&D design, production control and supply chain management of enterprises, accelerate the innovation and breakthrough of production processes, promote the transformation of enterprise production to personalized, networked and flexible manufacturing mode, promote the intelligent, collaborative and interactive transformation of industrial Internet, and realize the data perception, interaction and analysis of large-scale industrial production processes, products and users and enterprises.

Third, mobile Internet application innovation and business model innovation complement each other, and the new format will expand the new space for the growth of the Internet industry. With the rise of mobile Internet, a number of new enterprises different from traditional industries began to grow, which also brought brand-new ideas and development models to the whole market and broke the inherent market structure. Internet thinking has become popular, and all walks of life have started various "innovations" and "breakthroughs" in the field of mobile Internet in order to achieve real breakthroughs. In the process of transition from traditional industrial economy to Internet economy, the old social and economic laws, industrial market pattern and business model are constantly rewritten, and the new pattern is mysteriously superimposed. In the field of manufacturing, industrial intelligence and networking have become hot spots; In the field of service industry, personalization has become a new direction; In the field of agriculture, the phenomenon of "new farmers" has appeared.

Fourth, the mobile Internet is giving birth to new formats, new economic growth points and new industries. At present, enterprises pay more and more attention to introducing the thinking of mobile Internet users, tapping the long-tail demand of the market, guiding backward production and exploring new space for enterprises to add value. New application innovations and business model innovations such as mobile payment, wearable devices, mobile video, Didi Chuxing and Renren Express are constantly emerging, which has triggered profound changes in the traditional industry ecology. From retail, catering, housekeeping, finance, medical and health care, to telecommunications, education and agriculture, the mobile Internet is racing around in various industries, changing the operating mode and profit model of the original industries. Mobile Internet provides users with "fingertip" service by taking advantage of fragmentation time, which promotes frequent interaction between users and enterprises, realizes a high degree of matching between users' needs and products, and then increases users' deep dependence on application services, forming "demand". With the improvement of enterprises' awareness of "customized products", the enhancement of mobile Internet users' stickiness and enthusiasm for participation, the innovation of mobile Internet applications and business models will continue to be hot in the future, accelerating all walks of life to enter the era of national creation.

Some suggestions on developing mobile internet with intransitive verbs

First, accelerate the construction of mobile broadband infrastructure. China's broadband infrastructure construction is relatively backward, and there is still a big gap with developing countries in terms of penetration rate, network speed and price, which has become an important factor in the development of mobile Internet industry. The construction and upgrading of broadband infrastructure need to be strengthened. It is necessary to speed up the implementation of the broadband China strategy, promote the universal service of FTTH and administrative villages in cities and towns, and pay special attention to accelerating the Internet broadband penetration rate in rural areas. Actively promote the construction and layout of a new generation of mobile communication networks, improve the penetration rate of mobile 4G, and accelerate the R&D and trial commercialization of 5G. To expand the coverage of WLAN in public areas, we should combine free public wifi with paid commercial wifi to improve the quality of broadband access services.

The second is to strengthen the key technologies of the mobile Internet. By setting up special funds, we will promote the research and development and industrialization of key technologies in the mobile intelligent terminal industry, focusing on supporting the research and development of operating systems such as smart phones, smart TVs and smart watches and chips such as core processing chips and power management chips, supporting the research and development and industrialization of terminal products such as smart phones, tablet computers, smart TVs and wearable devices, and supporting the development of basic software technologies such as cross-terminal and cross-screen operating system platforms, development and testing tools, search engines and information technology service support tools.

The third is to build a mobile Internet industry ecosystem. Accelerate the formulation and promulgation of relevant policies, strengthen technical cooperation and industrial division of labor guidance for Internet companies around key links of the mobile intelligent terminal industry, encourage terminal manufacturers, software providers, telecom operators and mobile Internet service providers to strengthen cooperation in all links, make full use of the innovative advantages of local enterprises, promote the integrated development of China's mobile intelligent terminal industry, build an overall industrial pattern of "terminal+software+service", and form a benign interactive development ecosystem between the Internet and mobile Internet industries. Support the construction of third-party content service platforms, promote the open integration of various platforms, and realize openness and * * * sharing in terms of terminal access methods, access content and access objects. Actively guide the establishment of industrial alliances or enterprise strategic alliances, extensively cooperate with upstream and downstream enterprises in the industrial chain, realize complementary advantages, resource exchange, risk sharing and benefit sharing, improve the competitiveness of the platform, enhance China's competitive position in profit distribution through upstream and downstream cooperation in the industrial chain, and promote the healthy and rapid development of the industry.

The fourth is to establish an information security assessment system. In order to guide the healthy development of mobile intelligent terminal industry, China should establish a perfect information security evaluation system from two aspects: intelligent terminal security and mobile application security according to the root causes of security problems. On the one hand, it evaluates the hardware security, system security, preset application security and interface security of intelligent terminals through technical means; On the other hand, the security of mobile terminal is evaluated from three aspects: the security of mobile application software, the security of mobile application store and the security of mobile application third-party business system, and the security problems such as information harassment, privacy theft, malicious fee collection and Trojan horse invasion are solved jointly by the terminal side and the application server, so as to guide and urge relevant enterprises to rectify and ensure the information security of mobile terminal.

(Contact email: mellowmelon@ 163.com)