易观：解读无线营销新商机
<p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">1969</span><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">年底，</span><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">ARPANET</span><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">诞生的时候，只有四台主机联网运行。而到现在，互联网至少运行着</span><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">1</span><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">千</span><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">6</span><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">百万台主机。互联网，正以</span><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">“</span><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">第四媒体</span><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">”</span><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">独特的定位、丰富的资讯，在整个社会独树一帜，成为人们工作生活的助手和纽带。</span><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: Arial; mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p> </p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: Arial; mso-font-kerning: 0pt;"><p> </p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">统观互联网的发展，中国的</span><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">PC</span><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">发展明显跟不上手机的发展，手机游戏和数字音乐的快速发展，已经为移动网和互联网的融合做了多年铺垫，移动博客、移动搜索、手机视频的出现让移动网与互联网的进一步整合呈现出更多空间。移动互联网的时代是否会超过有线的互联网？不得而知。</span><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: Arial; mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: Arial; mso-font-kerning: 0pt;"><p> </p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">在这样的宏观背景下，易观国际将于</span><chsdate wst="on" year="2007" month="8" day="16" islunardate="False" isrocdate="False"><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: #ff6600; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">8</span><span style="FONT-SIZE: 10pt; COLOR: #ff6600; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">月</span><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: #ff6600; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">16</span><span style="FONT-SIZE: 10pt; COLOR: #ff6600; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">日</span></chsdate><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">在北京东方文化酒店举办一场</span><span style="FONT-SIZE: 10pt; COLOR: #ff6600; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">“中国移动互联网之无线营销”</span><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">沙龙。希望通过这个沙龙，展示易观在无线营销方面的研究精华，也希望分享各方的真知灼见。</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p> </p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">对于移动互联网的营销，易观国际认为，互联网有三个阶段：第一个阶段是造路，第二阶段是应用，第三阶段就是以</span><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">Google</span><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">为代表的，帮助你找到所需要找到的信息。今天互联网已经进入了一个真正的内容为王的时代，虽然内容为王在过去两年一直谈，但今天内容真正变成一种金钱，应该说从</span><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">Google</span><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">上市开始，我们觉得真正有了商业利益。</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"> <p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><chmetcnv wst="on" unitname="g" sourcevalue="3" hasspace="False" negative="False" numbertype="1" tcsc="0"><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">3G</span></chmetcnv><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">只不过是无线宽带一个切入点，只不过是一个技术，但无线宽带的未来已经在我们眼前逐步展开。易观认为，在未来三年我们会看到一个主要的前景，就是说消费者有一天不再关心他用的是什么样的手机，他也不再关心他用的是什么样的网络，他关心的是他得到什么样的移动服务和内容，类似的服务品牌会成为一个切入点，超过所有的其他的品牌。</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"> <p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">易观认为，应该强调三个重要产业拐点：第一是运营商牵制的门控效应，</span><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">SP</span><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">应对的法则是你必须寻找另外一个阵营，比如渠道阵营；第二是所有有线互联网商业模式将会看到在智能终端上变为现实；最后一点，就是</span><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">CP</span><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">的崛起和行业应用的群组效应，所有行业会走向更多细分，而行业门户会提供更多无线增值机会。</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p> </p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">但是，作为传统互联网与电信网结合的产物，移动互联网究竟该实行什么机制、如何进行管理，这的确是个新问题。我们希望可以在沙龙中与您共同探讨移动互联网的未来发展，如何发展，如何融合，如何创新以及如何解决现有困扰等一系列问题，共同促进中国互联网的健康迅速发展。</span><span style="FONT-SIZE: 10pt; COLOR: navy; FONT-FAMILY: Arial; mso-font-kerning: 0pt;"></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: navy; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><p><font face=""> </font></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><p><font face=""></font></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><p><font face="">沙龙时间：2007.8.16</font></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><p><font face="">相关链接:http://club.analysys.com.cn/html/huiyi_display_hyjj_76.html</font></p></span></p>
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