Reporter Wang Kunning
Triple play for the news publishing industry a comprehensive industrial upgrading rare historic opportunity, a span of 10 years in the biggest positive.
The State Council issued a new "speed up the cultivation and development of emerging industries of strategic decision" to determine the triple play industry for the next 5 years China's seven strategic emerging industries. According to reports at the Fair in Shenzhen this year, Jina 12 pilot cities in the triple play exciting content into the museum exhibition "magnetic" where most people from feeling the triple play to our new life convenient , then the triple play to the press how the publishing industry will bring opportunities and challenges? Recently, the "China Press reported that" a reporter interviewed a senior new media experts declared the domestic macro.
A span of 10 years of good
"China Press reported that": triple play will press and publication industry what impact? As a content provider of news publishing industry where location of? Can benefit?
Macro Vision: Current policies and industry due to the process of promoting, producing and broadcasting sectors always believed in the cusp of being pushed over, many people take for granted that triple play is the letter production and broadcasting two things, it is not true .
Is precisely the information terminal and the integration of business models for the news publishing industry a comprehensive industrial upgrading rare historic opportunity. As the national construction and development of triple play is a 10-year plan, so triple play on the press and publishing industry, is not okay, but a maximum span of 10 years in good.
"China Press reported that": triple play, the press and publishing industry is facing what opportunities? What is constant? Change what is it?
Vision macro: triple play is a news publishing industry a comprehensive upgrading of a historic opportunity. Industry in the triple play mode, to computers, mobile phones, e-books and smart television sets, represented by the information terminal, as well as mobile news, mobile phone novels, wireless music, online games, as the representative of the business model, innovation and the press, publishing principles and practices, to promote the press and publishing industry to digital, the direction of a comprehensive network upgrade.
"China's Press and Publication News": This change is mainly reflected in what areas?
Macro Vision: in the following five aspects: First, changes in publication. Old News publishers of books, only the paper can now be a digital form of books, multimedia. Books and periodicals for the different users of paper can only provide the same reading experience, and now the face of computers, mobile phones, e-books and smart televisions, and other users of information terminals that can provide them with different content in different formats or publications to differentiated to meet the user's reading experience. Second, changes in user groups. Although previous news publishers issued a large number of publications, the formation of a substantial number of user groups, but the basic information of these user groups are not effectively recorded. Therefore, many publishers do not really know who their user base, where it is. Computers, mobile phones, e-books and smart televisions, and other information terminal for the press and publication industry has brought hundreds of millions of new user groups, and these user groups, the basic information that can be effectively recorded. Therefore, it makes publishers the first truly comprehensive control of their user community information, knowing who they are and can be contacted. Three changes in the way of sales. The past, mainly through the press and publication sector and the wholesale retail user subscription, in bookstores, video stores and other sales outlets for newsstand sales, the lack of rapid development of the large number of new users and old users an effective means of multiple marketing. Now through online bookstores, such as wireless music platform and carrier platform for e-commerce platform to sell, along with a powerful online marketing and wireless marketing capabilities, to facilitate rapid development of new and old customers and service users. Fourth, changes in the way issue. The previous issue is through the publication and distribution logistics system to the various sales outlets, distribution cycle, influenced by the local time, generally longer. Three networks can now be achieved by electronic distribution, essentially real-time issue, arrive in time. Fifth, changes in settlement. News publishers in the past to the dealer receivables, due to the classification agent distribution system and the impact of charge goods sales model, the settlement cycle is generally longer. Now press and publishing agencies to e-commerce platform and carrier platform for receiving, without intermediate links, nor to charge the goods, the settlement cycle is generally shorter.
Test the water to form the core of a successful business model
"China Press reported that": the biggest feature is the triple play of advanced technology and the use of a uniform standard, so that network, terminal, business to achieve integration, the service level has risen considerably. Press and publication industry do you think triple play test the water, what results have been achieved?
Vision macro: Press and Publication has been successfully test the water triple play, and form the core of the business model. Triple play when we are still discussing how to move forward, whether it died when the Press and Publication has been successfully test the water triple play, first to complete the Internet and telecommunications networks, business integration, and form the core of the business model.
"China's Press and Publication News": Can you talk about specific examples?
Xuan Wang: Using e-books, wireless music, online games as an example: The book is one of the traditional core business of news publishing. Reported great success by phone incentives, China Mobile, China Telecom, China Unicom in Zhejiang set up its own wireless reading base, conduct phone reading service. It is reported that China's mobile phone to read the scale of business has reached tens of millions of users. In addition to computers and mobile phones in addition, iPad tablet represented has become a very fashionable digital reading terminal; music video music publishing industry used to be the core content, when the rise of the Internet to download MP3 music industry ruthlessly destroyed, the people were happy to Wireless music that has gained recognition as a new way of music distribution. China wireless music users have nearly 5 million wireless music market reached 300 billion yuan, is 3 times the box office. Directly contributing to the popularity of the Internet gaming industry upgrading, the traditional stand-alone game quickly developed into a network game, and now mobile phone games has also formed a large market size.
Need to properly address major challenges
"China's Press and Publication News": From your analysis above shows that triple play to the news publishing industry is indeed a rare historical opportunity. But we should also clearly see the triple play to the traditional news publishing industry enormous challenge, please talk about this challenge is mainly reflected in what areas?
Macro Vision: The first is the traditional publishing system and the challenges of the traditional publishing methods, because the triple play of the industrial model, more and more Internet companies, Culture, and even telecom operators and radio and television operators are involved as well as access to digital publishing network distribution areas, as published in the new body. At the same time the industry in the triple play mode, the main publication of many new network to meet the needs of network operators, will give up the traditional system of publishing pipeline. Shanda Literature's starting point to the Chinese network, for example, it has about 13 million of the online creative, updated daily volume of more than 100 million words could not have made the traditional way of publishing pipeline. Volume and update of this volume, is published in any traditional news organization can not imagine.
Can be said that, despite the domestic press and publishing test the water triple play has achieved initial success, but the vast majority of press and publication sector is not involved, is still the Internet companies, cultural companies and telecom operators play a key role. The overall face of global trends in digital publishing, journalism, publishing organizations, after completion of the transfer into enterprises, each placed in front of press and publication sector leadership is how to make the strategic decision to deal with digital publishing and how to get out the first step towards a triple play . There are of traditional news publishers, the excellent editorial and distribution of staff is the core of their talent. However, the industry in the triple play mode, the personnel structure has undergone tremendous changes, understand the psychology of Internet users edit and marketing personnel will be the core talent, and traditional publishers is precisely the lack of people in this area.
Industrial upgrading at the right time
"China's Press and Publication News": There is no doubt that triple play, the transmission will be more smooth, the content will further expand the market demand, further highlights the importance of content. The face of triple play, traditional news publishers how to successfully achieve industrial upgrading?
Macro Vision: Facing the opportunities and challenges of network convergence, traditional news publishers in order to fully realize the rapid industrial upgrading, will face more difficulties. To see the point, choosing the right direction. First, build your own platform. In the triple play mode, there is no lack of adequate business platform will be the right word, it is difficult bigger and stronger. Apple has been able to become one of the great, not only is it able to design Apple Computer, iPod, iPad, and iPhone, the real core competence is that it has iTunes and the AppStore two business platform, which makes its intense to market competition among not only able to overcome the other terminal equipment manufacturers, but also able to cooperate with telecom operators to occupy a favorable position. Therefore, journalism, publishing organizations need to establish their own business platform for digital publishing business well conducted technical preparations. Second, develop their own users. The surface is a triple play networks, terminals and service convergence, and its essence is the user integration features of the network economy is the user base of the economy. Press agencies focus only on the past, the circulation at the expense of the user's accumulation. The reason why Internet companies with high market value, the key is to have a large user base, with enough users, there is a business basis. News publishers can take advantage of sales outlets and a variety of publications to develop their own users, create a user information database, to digital publishing for the lay user base. Third, manage their copyright. Triple play from a content perspective, the creation of the digital publications of the three network distribution system, which among the three systems is the core content of rights, which is the formation of press and publication sector for many years the most valuable asset. Therefore, in the triple play mode, press and publication agencies should manage their own rights, make full use of the content copyright to produce more of the digital publications, through the network convergence to achieve the maximum circulation of publications.
"China Press reported that": triple play in the press and publication industry has brought to the opportunities and challenges, is not the press and publication administration also brought a new challenge?
Vision macro: I think the face of triple play and digital publishing trends, news and publication management should help to promote industrial development from the point of view to further improve the management system, to resolve existing in the field of digital publishing and distribution publication qualification Qualification ambiguous issues, build legitimate competition, fair and orderly competition in the industry order, while support is conducive to the formation of industrial pillars of the publishing houses bigger and stronger, so that the field of press and publication is also producing areas such as the letter of China Mobile, China Telecom and China Unicom such companies. In addition, as soon as possible growth structures conducive to the operation of the leading industry platform. Press and publishing industry to the digital, networked industrial upgrading of the road a long way, the healthy growth of the industry can not bet on other business platform, to be led by their own set up is conducive to the healthy growth of industry, operating platforms and service system.
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