Mobile media industry chain of mobile media through? how future critical applications will be?
Early 2006, stand on the threshold of 3 g, mobile media and more lively discussions.
In fact, in recent years outbreaks of SMS-growth has characteristics of mobile media. And as mobile TV, MMS, WAP, mobile game, public information service, mobile, Al, mobile blogging application of progressive, the mobile media features and has been further extended. Built around the mobile media this hot topic, the Center for Internet week invite from carriers and terminal operators, SP, CP, investors, representatives of the core media, this lively discussion.
In all new media formats, the future of mobile media, how important? someone has to be in accordance with the influence of new media forms had a rough Division: the Internet still is the first media, which occupy the mainstream crowd of working time, and there is no national boundaries; the second is the mobile media, because the amount from the user that the 2005 has been close to 4 million; the third is some gaps in the market gaps in the media or called focus media (such as buildings, supermarkets, bus, subway, games, software, built-in, etc.); the four most emerging Web2.0 etc since media form.
The Internet weekly Research Center Song Fei thinks: "mobile media might be the future of the absolute first media, because mobile phones are with body temperature, the user always carry information tools, it is most closely with the user's media platform. From the media innovation point of view, I think last year one of the reasons for the success of the Super girl is derived from the television networks, telecommunication networks and the Internet's triple play. Obviously, in the traditional media still strong today, mobile media has been initially shows the power of their own. ”
However, as a future-oriented industry, mobile media industry is still very immature. Those who walk in front of explorers, to complete the puzzle, mobile media is also still need to overcome a lot of uncertainties. In 2006, where breakthrough mobile media?
Through industry chain has not yet been
In reality, mobile media who stumbled. West Burr technology group marketing director Zhang Meng mentioned: "we began in 2004 on the application of the above, the mobile media. At first, we plan to begin shooting mobile TV series, filming the investment of $ 3 million, the contract for 5 minutes per set of 5 sets. Only play on mobile phones, other media do not see. "However," soon we find a serious problem, that is a Terminal. Now supports streaming mobile phone only 100 million, 100 million compared with $ 400 million is a lot of large proportion? "
Mobile media industry chain of intermediate links, is becoming a restriction of the entire mobile media development. New media analyst huangyongtao thinks: "traditional media and new media, we will find, on traditional media, the whole value chain is very sound, from infrastructure to content production, to content management, media management, this is the complete value chain. But when it comes to mobile media, although its arrival rates are high, several million, in the traditional media, this is very alarming figures, only comparable with the Spring Festival evening show, but it is so good a media platform, it's value chain building there are missing. ”
In addition to the terminal device is missing, the industrial chain of mobile media has not fully straighten out, a very hot issue is the role of SP. 2G times whether replication of successful SP 3 g era, the future is also the role of SP? there are attendees said: "China now have some awkward SP. Will one day mobile, Unicom, those operators directly involved in SP business?, in fact, from some of the new business, the carrier now is SP. "Clearly, in the China Mobile will own advertisements by" mobile communication expert "to" mobile information experts ", the move will be more involved in the business of guess still SP will continue.
China Mobile data business operation support Center Assistant Vice President Chen indirectly answered these questions: "there are media reports said some time ago the convening of a Chinese mobile phone advertising Conference, in fact we called Mobile Interactive Marketing Conference. However, was later media interpretation into mobile advertising a Conference. Both are differentiated. "However, Chen admits in mobile is to discover your own" media value ":" our media value is still in the discovery and creation. However, we do for a platform. We are the media, is that we will be selling partners, this is very critical positioning. We wish to have the opportunity to everyone to participate. ”
In fact, the word "huangyongtao value chain is missing" also includes content providers link. He said: "the Internet and other new media important trait is the basic free content, and finally allow consumers a free access to the information of the consumption habits. Mobile media is also facing this problem. What kind of content suitable for mobile media, and ultimately to allow mobile phone users are willing to pay? "
Killer application? "the future of mobile media the discussion on the future, no doubt, but what is the 3 g services, is a very difficult thing. I think the core business of the future may have two. One is a video phone, a mobile game, the former a more Chinese move, China Unicom such operators. "Beijing air network technology co., Ltd President Assistant Li ming said. He doesn't think much of via mobile phone to watch TV: "it is difficult to hold the mobile phone to watch TV, a long time will be very tired. "In fact, the West Burr of Zhang Meng also about that:" we think of methods also include the implementation of mobile TV broadcast, polling, interactive, and so on. "Obviously, looking for mobile media's killer application is a whole industry challenges. On the subject of critical applications, it was their hopes on the development of mobile advertising. "But if the advertising content is too big, and too many junk advertising, will destroy this industry of mobile media. "News and Renmin University of China
Communications Associate Professor Marina wenbo said, "now the ads are basically still forced ads, and other media, a mobile phone from instinct is rejected ads. "Of course, maybe you can change the way ads. Marina wenbo mentioned the example of Japan mobile phone ads, "Sony will games and advertising, through the game way to advertise. In addition, some parts of Japan, every midday 11 points, there will be played on the restaurant's advertising. From the ad format, many things worthy of consideration. "Although there is no clear killer application been excavated, but industry analysts have started from the new media industry in development to look for breakthrough. The Internet weekly "honorary editor-in-Chief jiangqiping pointed out:" people generally have a misunderstanding, say Internet and mobile phones have the interactive feature, but from an economic sense, more meaningful is mass customization, if a custom mass is meaningless, but only the massive does not have the customization is not characteristic of the industry. "It seems that the recent jiangqiping lucrative areas are" boring ". The so-called "boring" refers to a kind of entertainment, only on the two sides of meaningful communication, on the other person does not make sense. "' Boring ' on all the little people are meaningful, as early as in the movie Titanic, they emphasize that history is important to tell the story of everyday people. "Along these lines, mobile media content providers need to do is put the user into the final products of the production process, as Ford cars in production half of the time please consumers to participate in custom. Current industry already have Enterprise recognizes this, Shenzhen Zhang Yang Longyin digital technology co., Ltd. CEO said: "our platform is not provided, but rather a potential rule. For example, users can form their own interest groups may have 300 ~ 500 more small groups appear, if the flow is large, you'll have your own business. "" We always say what is the media audience. But like karaoke this kind of entertainment, allow customers to use more happy and more personalized. You will solves, communication, or even make fun of the footage is ready, and then the more the more advanced playing, but we must remember that last one foot in front of his own, is the user, therefore at this time he was not the audience, he was already active, this is called custom. "Jiangqiping concluded. (The Internet weekly Research Centre Tao junjie finishing)
