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The past two years, mobile operators and other parties to promote industrial cooperation, the mobile games business was a significant development. It stands to reason, by virtue of the enormous Chinese market capacity of mobile applications, mobile games should be the next big development. But the current situation, the pace of mobile games business is still slower than people expected, market size is far bigger. Therefore, how to accelerate the pace of development in mobile gaming business, as soon as the domestic mobile phone market, big game, and this is all in the industry, an important issue before.   

 Now mobile game market has not yet big, this is a whole industry chain of mobile game industry characteristics and industry development stage. Mobile game makers are moving upstream operators, handset manufacturers and downstream cell phone consumers. Although in recent years the rapid development of mobile games, but both the upstream or downstream of the mobile communications industry, market players are not the mobile phone industry mobile phone games, mobile gaming market did not receive adequate attention, industry, the market did not get good training, just at the edge of small market segments, while the mobile game industry is still at the initial stage of market entry.   

 Specific to the upstream and downstream links, one upstream operators to support and attention is not enough. The current mobile operators mobile games platform also can not satisfy the majority of mobile phone users to easily understand and facilitate the needs of mobile game downloads, the market is also a lack of more platform choices, other than the platform operators often because of policy and management such constraints have not been healthy development. Users need to access more convenient way and download the game means more efficient, lower threshold, so that it easier for users to download the platform support, this platform can not do without operator support.   

 Second, the binding properties of handset. This problem is particularly evident the past two years, mobile phone screen is small, small capacity, resulting in cell phones can only play games, plus color, operational and other deficiencies, lead to poor user experience. Many phones do not support the game features a number of mobile game play can not be downloaded to your phone. These become a major bottleneck in the development of mobile games.   

 Now run on mobile phone platforms are not uniform. The terminals are not compatible between manufacturers, each game requires a different handset models and transplant match, which greatly increased the input cost mobile game developers, elongated-to-market cycle. In the mobile game industry's lack of brand loyalty and product viscosity phase, taking into account economic, game manufacturers are reluctant to spend too much cost in this area, so a game can only play in limited models, limiting the game the dissemination and promotion. But to the user, is an inconvenience, sometimes like a game, only to find themselves models do not support, from so many games to find a suitable phone is not easy to play mobile games users has been affected.   

 Specific to the mobile game products and manufacturers themselves, because their properties by the mobile terminal and the existing properties, the present capacity of mobile games can not do much with the running game on the computer network can not be compared more , mobile games are often only tens of k or 100 k in size, are "small game", feature simple, beautiful images and computer games also can not be compared, which makes the viscosity of its users are not strong enough, often seen as used to boredom or fragmented time, "leisure" brand loyalty for mobile phone games and products are not high viscosity, is fragmented. A lack of brand loyalty and product markets with low viscosity is very difficult and big.   

 In addition, mobile game development degree of difficulty is not high, low barriers to entry, everyone is doing, quite a mixed bag manufacturers to enter this industry, the level of uneven quality games, download games and poor user experience, which dealt a direct blow the user's initiative, leading to customer churn and the expectations of the market is not high.   

 There is also a very important reason is that awareness of mobile gaming is also not high enough, this is a very important issue. China has 4.5 million mobile phone users, but less than 1% of users have downloaded mobile games, mobile game awareness is very low. It is also not mentioned in the industry, training, and the other, or even the entire SP mobile games market is not mature, policies variability and risk-resisting ability of the vulnerable vendors are restricting the development of this industry. Although this two-year mobile gaming industry in constant development, related industrial chain links, such as the performance of mobile terminals has been greatly improved, the new phone out of the game features support for almost all domestic and foreign trade exchanges more frequently than in the past , while the arrival of 3G will be available to the entire mobile phone games and better development opportunities, but it is undeniable that remains still in the mobile phone games and mobile phones the edge of the downstream market, the market capacity has been great, but the market did not do up, the user awareness and acceptance is still relatively low, but also mobile operators, handset manufacturers and mobile terminal manufacturers, games and even mobile phone users, including the mobile game industry chain links together.

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