Non-IFRS costs associated with payments to industry participants decreased 18.2% to RMB85.4 million (US$13.7 million) in third quarter 2013 compared to RMB104.4 million in third quarter 2012, primarily due to decreased channel costs, which was in line with the decline in revenues collected from carrier channels, costs savings on lower revenue sharing percentage from more direct cooperation with mobile operators and cost controls on purchasing feature phone mobile content for the Maopao Community. Approximately RMB10.1 million of accrued costs payable were reversed into cost of sales in third quarter 2012 while no such reversal occurred in third quarter 2013. Such accrued costs are not expected to recur in the current fiscal year.
Non-IFRS direct costs including salaries and benefits, depreciation, office expenses and utilities directly related to the operation of the Maopao application store and the Maopao Community increased 14.8% to RMB10.7 million (US$1.7 million) in third quarter 2013 compared to RMB9.3 million in third quarter 2012. The increase was primarily due to increased costs in connection with the Company's strengthened efforts in maintaining revenues in the feature phone business, as well as developing overseas markets and other revenues.
Non-IFRS gross profit for third quarter 2013 decreased 5.2% to RMB50.8 million (US$8.2 million) compared to RMB53.6 million in third quarter 2012. Non-IFRS gross margin in third quarter 2013 was 34.6%, up from 32.0% in third quarter 2012, mainly due to the higher contribution of promotion income, which has a higher profit margin, as well as improved monetization efficiency on channel payments from mobile operators, and reduced spending on feature phone mobile contents.
Operating ExpensesTotal operating expenses, primarily consisting of employee salaries and benefits, training expenses, travelling, entertainment and office related expenses, decreased 2.5% in third quarter 2013 to RMB49.0 million (US$7.9 million) from RMB50.3 million in third quarter 2012.