China Mobile bets on animation content and attracts 224 companies

12 October 2011 14 h 14 min 7 comments

At a mobile animation industry summit in Guangzhou on September 30, Zeng Dafeng, deputy GM of China Mobile’s mobile animation innovation base, said that the base had already attracted 224 animation production companies from China and abroad. The base was open in Xiamen (Fujian province) in  november 2009.

722 animated episodes available for the trial

The animation mobile serice started its trial commercial operations in April 2011 and Zeng predicted that its revenues will reach more than RMB 50 mln for the year 2011.

The mobile animation services have been tested in Guangdong, Jiangsu, Henan, Hunan, Inner Mongolia, and Fujian provinces. Services includes animated MMS, mobile comic books, mobile cartoons, and OS themes. For its launch, the operator had 1,890 comics and 452 cartoons in its library, and has made 40 cartoon series (with 722 episodes) available to regular users. Customers can choose to access content through monthly subscriptions or on-demand viewing, and can log into the site over WAP or through a downloaded native client, or view cartoons as MMS attachments.

80 mln subscribers within five years

China Mobile hopes to convince 80 mln subscribers within five years of beginning operations for its animation service, with annual revenues to surpass RMB 6 bln (Dollars 943 million). Share of revenues for China Mobile’s animation base providers could break RMB 500 mln in 2012, and grow to RMB 1.5 bln in five years, 25% of global revenues.

In order to fill its pipe, the major Chinese mobile operators (with 650 million subscribers, including 40 using 3G) wants to capitalize on the rapid development of domestic animation production. Through targeted state support for the animation industry, a total of 385 Chinese-produced animated titles were completed in 2010, totaling 220,530 minutes – a 28% increase over 2009. Owing to limitations on available airtime, many of these content could not be easily shown on TV. China Mobile intends to offer them a new distribution and revenue window.

SOURCES: Sohu IT (18/04/2011), Marbridge, 21st Century Business Herald (12/10/2012)

Picture: A scene at the Award Ceremony of 2010 Xiamen International Animation Festival. [Photo: Cyber Sousa]

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