“Where 2.0” Brings Chinese Cities to Life

Written By Daniel on June 28, 2007 at 12:17 am | In user generated content, mapping, mobility, technology, connecting, experiential, China

Domestic 3D mapping sites aim to compete with Google Earth in China.

Trend Description

Online maps are quickly becoming an indispensable part of many Chinese netizens’ daily life. A recent survey by ChinaByte.com, a leading IT portal, of over 18,000 Chinese web users, found that 81 percent of them use online maps “quite often”. One third of the respondents reported they were heavy users who consulted online maps several times a day.

According to the survey, top search items on the maps were not related to public transport, which ranked third, but places for eating and drinking, and accommodation, which together accounted for nearly half of all clicks. “Online maps have become a kind of search engine,” said Hou Tao, an analyst with Shanghai-based consultancy iResearch. Some Chinese online maps like Mapabc.com have now gone wireless, providing mapping services for mobile users via WAP.

Online maps have also been integrated into many search engines packages. Mapabc, the leading online map operator in China, has already worked with major search engines and portals to provide mapping services. These include Google, which has launched its local map “Guge Di Tu” (ditu.google.cn), covering 170 cities, as the search giant tries to catch up with Baidu.com - the overwhelming leader in China’s search market.

In total there are more than 10 major players in the Chinelse online mapping field, resulting in steadily intensifying competition. Mapabc, the No. 1 player in terms of market share, owns just 13.4 percent of the market, closely trailed by eDuShi.

Case Studies:

Mapabc

Mapabc is based in Beijing China, and was shortlisted as the top 50 most valuable Chinese web application in 2005. The company recently established a strategic partnership with Multimap, a well-known digital map service provider in Europe.

Image source: Mapabc

City8

City 8 is an interactive 3D map currently covering Beijing and Shanghai with functionalities unique to today’s online mapping community. While most map functions are consistent with competing online mapping sites (location, directions, directory information for shops, restaurants, etc.)

City 8 shows users a live, on-the-ground picture of the destination they are mapping. In addition, users can pan around 360° to see the destination’s surroundings and familiarize themselves with the location prior to arrival. Also available are real time ETA quotes on public transportation, tourism suggestions, a real estate search, and virtual tours of shops.

City 8 generates revenue from basic and premium fees from businesses that want to build their profile on the site. Premium fees include creating a virtual tour, adding a push-to-talk function and advertisements. Once China’s 3G network launches, the site will become available via mobile phone. As of February 2007 the site had 10,000 unique visitors a day. Strong partnerships with Shanghai Telecom Yellow Pages, Shanghai World Expo 2010 and Shanghai.gov mean the comany is well embedded in the Chinese mapping market.

Image source: City8

UUmap

UUmap, with a similar interface to Google maps, is a traditional mapping service focused on delivering real time information and directions to users. They have partnered with China Yellowpages to provide the most up-to-date business information and with TA, a leading geographical information research company based out of Europe. The maps are mobile phone friendly and allow users to access the most current public transportation timetables. Given that urban public transportation can be unpredictable in China, this is a popular and much-needed service.

UUMap has partnered with mobile service providers to charge monthly subscriptions or one-time fees. Also, a partnership with Nokia allows UUMap to charge a pre-retail installation fee. With the anticipated launch of the 3G wireless network later this year, UUMap is well-positioned to capitalize on mobile mapping.

Image source: UUmap

eDuShi

eDuShi, founded in May 2004, is an attractive 3D virtual simulation mapping site, with a cool Sim City look and a functional navigation interface. eDuShi has mapped more than 30 cities in China, and aims to create up to 100 by the end of 2007. As you mouse over structures, text info popups up interactively. Although not photo-realistic, it is still an effective way of virtually representing Chinese cities and allowing users to navigate around and get information about real-world features.

In addition to empahasizing its virtual community, eDuShi also focuses on providing mapping services such as location search, directions and public transportation info. The site has been introducing interactive concepts since its launch in 2004.For example, users can blog about a certain location (a hotel in Shanghai) to which other users make comments (like or dislike , surrounding shops, eateries, etc.). They have built an interactive community around mapping and are encouraging users to build their social network through the site.

While eDuShi provides more of the classic Web 2.0 elements and a more innovative concept it also struggles with the classic Web 2.0 revenue model. They sell “land” on the map to businesses for ads and “cities” to map developers. However, this is a limited source of revenue.

Image source: eDuShi

Trend Impact

Location technology, dubbed “Where 2.0”, is becoming big business in China, with online map providers using APIs (application programming interfaces) to allow users to generate their own map-related content.

The company behind City8, Jietu Software, is an established provider of panorama software and virtual tour software both in China and abroad. Jietu has over 5000 customers so far, including companies such as Intel and Siemens. Jietu has also applied its 3D mapping method in the real estate business. On Soufun.com, China’s largest online real estate agency, house buyers can click their way around a few apartments.

Shanghai scientists are currently working to create a digital, three-dimensional map of the city, to be ready before Expo 2010, that can be easily searched online. The project will be similar to Google Earth, a site that lets you study satellite images of the planet, but will provide an even better look at the city’s architecture as it will allow users to see the sides of buildings. The map will be accessible via PC or mobile phone.

GPS technology is also aiding the China mapping cause. The first GPS-enabled phones hit the Chinese market in late 2005. China is dedicated to establishing its own GPS, called Compass Navigation, and has launched four satellites to support the system so far (there are plans for an eventual total of 30).

According to ChinaByte, despite recent progress, many Chinese users still feel unsatisfied with their map search results. More than 60 percent of complaints target map content, either relating to insufficient data or outdated and inaccurate information. There are also complaints about low-speed access, a problem that is more obvious with three-dimensional maps, such as City8 and eDuShi.