The GMIC event is now firmly entrenched nationally, with also a mirror event occurring Silicon Valley (named GMIC SV) to encourage American investors to get involved in the market.
In Beijing, InternetQ dipped its toes into the convention space for the first time with a stand at the ‘App Space’ level of the China National Convention Centre (CNCC). The venue lies in the shadow of China’s Olympic Park with the famous Bird’s Nest Stadium and colourful Aqua centre just nearby.
There were about 300 other contenders as well as a full exhibition Hall with the likes of Samsung and Nokia, plus Google Ads and Millenial Media on display. However, outside in the ground foyer there was a lot of action too. Global ad network InMobi had a sizeable stand – and far and away the busiest was the XiaoMi stall which was constantly besieged with potential customers. XiaoMi is a dedicated Android phone with pre-loaded music and other Chinese treats; it sold 7 million units in 2012 and predicts more than double that this year. The Android platform itself boasts greater than 90 percent penetration in China.
Content providers were there as well, including Mobile 91, whom we later discovered ran an OTT App store of some 800,000 Chinese Apps – which gets about 15 million downloads per day!
With a full crew in place, the InternetQ stand was busy throughout and we had the support of our interpreter Sophia, colleagues Nikos and Dimitris from Greece as well as Oscar and Chelsea from Singapore. As MEF Chairman, Colin was on stage too, along with senior reps from InMobi, PayPal and Chelsea Football Club, for an engaging debate as to the state of mobile branding. Which, in truth, often focused on football rather than branding – but GMIC tweeted the key news that was delivered by InternetQ. Namely, that “Push Notifications are the most effective form of advertising today”.