Veteran Veteran Mobile Phone Yan Jing Is Optimistic About The Development Of Hand Travel Industry.

Yan Jing is a veteran of the mobile gaming industry. Although it is "post-80s", Yang Xun Technology, founded by him, is undoubtedly one of the earliest and always adhering to the mobile games in Shanghai.

In 2002, when he first developed a Java game for SIEMENS mobile, he was still in the age of snake eating.

In the past 6 years, the former college entrepreneur has witnessed the ups and downs of the industry.

"The most difficult time has passed."

Yan Jing said.

Now, he is trying to make the company experience another way of life: from game developers to distributors and operators.

This area may be the so-called "blue ocean" that many developers dream of. Although the mobile tourism industry is favored by many people, it is still not mature enough, and most developers are struggling and reform is brewing.

Statistics show that by the beginning of 2006, there were more than 2000 companies engaged in mobile game product development, but few of them could really grow.

Over the past two years, a large number of companies have collapsed.

"I estimate that the overall number of hand travel enterprises has lost more than 70%."

Yan Jing said.

He graduated from the computer department of Tongji University in 2001, and actually started his business before graduation.

For the first time, Java introduced the programmable environment into a closed cell phone system, making this software enthusiast and several companions heartbeat.

After the first shot, Yang began developing several built-in games for Motorola and other mobile phones, and then continuously launched works for players to download through mobile networks.

"When the first game came out, there were hardly any peers around," let alone opponents. "

Yan Jing said.

At that time, many large companies, including Intel, placed high hopes on mobile phones, giving support to game developers.

In the view of Yan Jing now, this support is somewhat flickering. Intel also sold its mobile phone chip business in 2006.

In fact, the group of mobile game players has not yet formed a scale, and the mobile phone itself can not support excellent games in function.

What is more serious is that the industry of hand travel in China was chaotic at that time.

On the one hand, the arbitrary charging of SMS also affects the industry of hand travel. At the same time, the game homogenization is serious. Most games lack creativity. Only mahjong games and different developers have launched hundreds of different kinds of games.

Homogenization is a vicious competition.

Yan said, at that time, many developers, in order to attract users, did not hesitate to organize a large number of people to download their own games and put them on the top of the list.

Looking at financial figures, some games can earn 2 million yuan a month, and 1 million 600 thousand of them are invalid.

In addition, developers are in a weak position in cooperation with operators and mobile phone manufacturers. After a game is listed, it may take 1 years for them to receive payment.

Such a pattern finally collapsed with the operator's "severe strike".

In 2006, China Mobile strengthened the supervision of hand travel and stopped the new game joining the mobile download platform for 16 months.

Under the pressure of pformation, the reality of "looking beautiful" is also forcing Yan Jing to reflect.

In the second half of 2006, the industry of hand travel is in the cold winter.

As a "veteran" enterprise in hand travel, Yan Jing has accumulated contacts in the cooperation with international mobile phone manufacturers. With this kind of relationship, he has chosen to build embedded game developers for mobile phone manufacturers.

"We need to think about how to get to consumers," he said.

In fact, most hand travel enterprises are small in scale and have no specialized marketing teams. Because of the risk control of mobile phone manufacturers, they usually work with one or two long-term cooperation. When the downloading platform door of operators is closed, developers are in urgent need of new exports.

The pformation is successful.

Yan Jing disclosed that at present, there are ten developers who have worked with them. Last year, more than ten million mobile phones were distributed into the distribution game of Yang Xun, and more than 100 games were played, which made Yang news maintain 300% growth in the throes of pain.

With strong distribution capabilities, the company will enter into the operation section of the game.

How to collect fees is another problem that should be solved in hand travel.

Yan Jing changed the one-off consumption process of traditional hand travel to border pay.

The built-in game is equivalent to the experience version. After users get through the first hurdle, they need to click the button on the game, pay by SMS and then enter the next level.

Charging is also a piece of money, Yan Jing said, which is equivalent to coin games.

In order to enhance its integration and operation capabilities, Yang has launched a new technology platform to enable mobile games to operate as online games.

On the one hand, we can collect players' information to know who is playing, when to play and how to play, so that developers can produce better products.

At the same time, developers can understand the game sales situation in real time through the platform, and get the share immediately, greatly reducing the financial pressure.

Where is the spring in the spring and Autumn period, when the hand travel industry will usher in spring, Yan Jing is cautiously optimistic.

On the one hand, the hardware capabilities and network environment of mobile phones are rising rapidly; on the other hand, the wave of competition has greatly improved the competition order in the industry, which constitutes the reason for optimism.

More importantly, after the change of charging mode, mobile phone built-in games can continue to generate revenue, and mobile phone manufacturers can also be divided.

Many domestic mobile phones sell only a profit of ten yuan per unit, which is a cake that can not be ignored.

This actually forms a positive feedback: mobile phone manufacturers will carefully screen the built-in games to get more scores, thereby promoting outstanding works to stand out.

At present, Yan Jing has turned his eyes to the two or three line cities and rural areas: "mobile phone users here are growing most rapidly, and there are plenty of things to do."

In fact, this part of the users are more inclined to choose domestic mobile phones, which will become the new growth point of Yang Xun.

Although there are quite a few hand tour developers focusing the market on "PC" players, Yan Jing said that more new players would consider the built game as the first choice: "the intersection of mobile phones and Internet users will become smaller and smaller in the future.

How to get online for mobile games, how to install, most of the new users do not quite understand.

Besides, considering the limited computer level of new users, hand travel should not be too concerned about the impact of piracy. This is also a good thing.

"Now, based on the new operation platform, in addition to games, e-books, coupons and so on are being introduced into mobile phones. What we are seeing now is a lot of virgin land."

Yan Jing describes the feelings after pformation.

It seems that he once again found the vast land that he had owned at the beginning of his business.

After some ups and downs, at least for him, spring has arrived.