????中國(guó)的智能手機(jī)用戶數(shù)已經(jīng)創(chuàng)造了一項(xiàng)新的世界紀(jì)錄，在中國(guó)這個(gè)全球人口最多的互聯(lián)網(wǎng)市場(chǎng)，這一事實(shí)將在2013年對(duì)互聯(lián)網(wǎng)內(nèi)容和商業(yè)產(chǎn)生重大影響。今天，中國(guó)的手機(jī)用戶已經(jīng)擁有多達(dá)3.3億部智能手機(jī)，比2011年增長(zhǎng)了150%。中國(guó)的一家本土研究機(jī)構(gòu)艾媒市場(chǎng)咨詢公司（iiMedia）近日發(fā)布了這一數(shù)據(jù)，目前尚未被英文媒體廣泛傳播。

????中國(guó)激活的智能手機(jī)總數(shù)已超過美國(guó)的3.21億部。曾先后擔(dān)任微軟（Microsoft）和谷歌（Google）中國(guó)研究院院長(zhǎng)的李開復(fù)預(yù)測(cè)，到2013年末，中國(guó)的智能手機(jī)總量將達(dá)到5億部。這場(chǎng)從傳統(tǒng)手機(jī)向智能手機(jī)的跨越過程，其意義十分深遠(yuǎn)，而且最終將影響到人們密切關(guān)注的中國(guó)GDP增長(zhǎng)率。5億智能手機(jī)用戶將使中國(guó)的電子和實(shí)體商務(wù)孕育出新的業(yè)務(wù)模式，由此帶來(lái)的影響將是全球性的。特別是，聯(lián)系到中國(guó)當(dāng)前正在努力提升國(guó)內(nèi)消費(fèi)對(duì)GDP的拉動(dòng)作用，因此智能手機(jī)的普及尤其重要。

????智能手機(jī)對(duì)于未來(lái)互聯(lián)網(wǎng)的使用、電子支付以及產(chǎn)品品牌推廣等非常重要。因?yàn)榻裉煸谥袊?guó)，使用智能手機(jī)上網(wǎng)的人數(shù)已經(jīng)超過了用電腦上網(wǎng)的人數(shù)。隨著移動(dòng)互聯(lián)網(wǎng)用戶數(shù)進(jìn)一步增長(zhǎng)，許多網(wǎng)絡(luò)服務(wù)可能將被設(shè)計(jì)成只適用于移動(dòng)設(shè)備，屆時(shí)網(wǎng)絡(luò)服務(wù)也將經(jīng)歷一次重大轉(zhuǎn)型。這種情況在中國(guó)發(fā)生的可能性要比在其他國(guó)家更大。因?yàn)樵谥袊?guó)，筆記本電腦和臺(tái)式電腦的普及率要遠(yuǎn)遠(yuǎn)低于美國(guó)。智能手機(jī)將有助于提高老百姓對(duì)品牌的認(rèn)知度，使人們養(yǎng)成在購(gòu)買前進(jìn)行調(diào)查、比價(jià)的習(xí)慣，同時(shí)將促進(jìn)線上線下支付的增長(zhǎng)，以及熱門網(wǎng)絡(luò)內(nèi)容的社交媒體傳播等。

????以中國(guó)的汽車市場(chǎng)為例。中國(guó)現(xiàn)在已經(jīng)是世界第一大汽車消費(fèi)國(guó)。如果汽車廠商瞄準(zhǔn)了這些移動(dòng)電話消費(fèi)者，那么新車型可能會(huì)很快熱賣。購(gòu)買前調(diào)查是人們購(gòu)車前的一個(gè)重要環(huán)節(jié)，有了智能手機(jī)后，人們?cè)谥悄苁謾C(jī)上調(diào)查車型的次數(shù)將越來(lái)越多。如果社交媒體內(nèi)容設(shè)計(jì)得當(dāng)，再加上轉(zhuǎn)載率很高的視頻廣告和促銷活動(dòng)，很容易吸引顧客來(lái)到經(jīng)銷商門店里，給廠商帶來(lái)幾十萬(wàn)臺(tái)汽車的銷量。

????智能手機(jī)已經(jīng)在一些較大的互聯(lián)網(wǎng)市場(chǎng)中對(duì)實(shí)體商店產(chǎn)生了促進(jìn)作用。美國(guó)實(shí)體商店銷售出的商品中，有價(jià)值1,590億美元的商品是顧客在使用智能手機(jī)進(jìn)行調(diào)查，受其影響后購(gòu)買的。有些聰明的零售商已經(jīng)開始利用這種現(xiàn)象了。比如，如果消費(fèi)者在店內(nèi)用智能手機(jī)掃描條形碼的話，店方就會(huì)一次性向該顧客額外贈(zèng)送優(yōu)惠券。目前大型連鎖超市在中國(guó)各地的增長(zhǎng)勢(shì)頭仍然十分迅速，如果哪些超市能把眼光瞄準(zhǔn)那些移動(dòng)互聯(lián)網(wǎng)用戶，并推出類似服務(wù)，那么他們與依賴傳通營(yíng)銷方式的超市相比，將擁有重大的競(jìng)爭(zhēng)優(yōu)勢(shì)。

????隨著智能手機(jī)用戶群不斷增長(zhǎng)，中國(guó)的應(yīng)用程序市場(chǎng)也正在快速增長(zhǎng)。騰訊（Tencent）的微信已經(jīng)擁有了近3億用戶，其中絕大多數(shù)都在中國(guó)。中國(guó)領(lǐng)先的搜索引擎百度（Baidu）最近也發(fā)布了一款類似蘋果Siri的語(yǔ)音軟件，用戶可以在外出時(shí)方便地搜索信息和地理位置。作為中國(guó)最知名的電子商務(wù)網(wǎng)站之一的淘寶網(wǎng)（Taobao），擁有一款iOS版和安卓（Android）版的應(yīng)用程序，用戶可以在移動(dòng)設(shè)備上預(yù)覽和購(gòu)物。淘寶是阿里巴巴（Alibaba）的一個(gè)子公司，阿里巴巴推出的支付寶功能有些像eBay的Paypal。隨著智能手機(jī)的激增，支付寶也必將獲得巨大增長(zhǎng)。

????China has broken a new global record in smartphone penetration and this will have dramatic effects on content and commerce in 2013 in the world's most populous internet market. Mobile subscribers in China are now using 330 million smartphones—which is a 150% increase over last year. iiMedia, a Chinese research firm, recently released this smartphone data, which has not been widely distributed in English.

????China's active smartphone now exceeds the total number of all 321 million mobile phones active in the US. Kai-fu Lee, the former lead China researcher at Microsoft (MSFT) and then Google (GOOG), predicts that China will have500 million smartphones in use by the end of 2013. The implications of such a dramatic flip from dumb-to-smart phones are far-reaching and will ultimately affect the closely watched GDP growth rate in China. Those 500 million smartphone users are going to drive new patterns of online and offline commerce that will have global consequences. This is particularly relevant as China attempts to increase the role of domestic consumption as a driver of its GDP.

????Smartphones are key to the future of internet usage, electronic payments and product branding since relatively few people in China access the web via traditional PCs. As the number of mobile internet users grows, online services will undergo a significant transformation with many new online services to be conceived of as mobile only. (See, for instance, Fortune's Facebook's China problem.) This will be more pronounced in China where the penetration rate of laptops and desktops per capita is far lower than the US. Smartphones will drive brand awareness, pre-purchase research, price comparison, payments for both online and in-person transactions, and social media distribution of popular content.

????Take China's auto market, which sells more cars than any other country. New models can quickly take off in sales if their manufacturers target such mobile consumers. Pre-purchase research is critical in car-buying and more of it will increasingly occur on smartphones. Well-orchestrated social media, viral video and incentive campaigns can bring customers into dealerships and translate into hundreds of thousands of units in sales.

????Smartphones are already helping brick-and-mortar stores in large internet markets. In the US,$159 billion worth of goods bought in-store were influenced by use of a smartphone during the purchase. By 2016, consultancy Deloitte estimates that number will reach an eye-popping $689 billion. Smart retailers are taking advantage of this phenomenon by giving consumers additional coupons for scanning a bar code in-store for one-time incentives. Big-box chains are still growing aggressively across the China and those who targeting this growing mass of mobile internet users will have a critical advantage over retailers who rely only upon traditional marketing.

????Not surprisingly, the app market in China is rapidly growing with the rise of smartphone users. Tencent's Wechat has now hit almost 300 million users, the majority of them in China. And Baidu (BIDU), the leading Chinese search engine, has just released a new version of its Siri-like voice app making it easier to search for both information and locations while on the go. Taobao, one of the most popular ecommerce sites in China, has an app for both iOS and Androidallowing users to preview and shop on their mobile devices. Taobao is a division of Alibaba.Alibaba also offers Alipay which is similar to eBay's (EBAY) Paypal and will benefit greatly by this influx of smartphones.