If it was two or three years ago, probably not many people would expect the mobile music market to grow to this size today. To this day, the author, who often goes to work on the subway, not only sees many phones plugged into headphones to listen to mobile music. More often than not, many people read the book with their mobile phones intently. There are even more lavish people holding iPads, Sony e-books, or Hanwang e-readers. A group of people, let reporters believe that it may not take long, the mobile reading market will give us greater surprises.
The mobile reading market is booming
According to statistics, China's digital publishing industry is growing at a rate of 50% every year. Last year, the overall revenue of China's digital publishing industry was nearly 80 billion yuan. For the first time, it exceeded the output value of the traditional book publishing industry. This year, digital publishing will break through the 100 billion mark and the publishing industry. The wave of digitalization is already irresistible. It should be said that compared with the traditional publishing industry, mobile reading has great advantages. There are many intermediate links in the traditional publishing industry, from publishing to logistics, warehousing, authors and the cycle is relatively long. And mobile reading directly Flattening the entire value chain, content providers and mobile operators are two of the main links. These two main parties are united and can read the market deeply through mobile phone reading. For example, compared with traditional reading, mobile phones have a good interaction. Sex, readers can find authors, authors can find readers, mobile operators can use their own billing system, customer service system, business analysis system, accurately lock the user's reading and consumer behavior, the joint content provider targeted to recommend to users Associated books.
Not only that, with the opening of the 3G era, when traffic and bandwidth are no longer the main “bottleneckâ€, the “long tail†of the mobile reading market will undoubtedly “sweep†all parties in the entire industry chain. Learned that China Mobile's mobile phone reading business currently has two modes of tariffs. One is a single book reading and downloading, which costs 1 to 10 yuan per copy, and costs 0.04 to 0.12 yuan per serial of books. This tariff is only equivalent to the price of paper books. One-tenth. Taking "Unconventional 100 Years" as an example, the book is priced at 42 yuan per book, online discounted price is 26~28 yuan, and mobile reading download is only 2 yuan. The second is the "schoolbag" model. There are two kinds of monthly subscriptions of 3 yuan and 5 monthly subscriptions, which correspond to the download volume of certain books respectively. What attracts people's attention is that unlike the previous Chinese mobile data services, Internet traffic in the “mobile phone reading†monthly subscription model directly repays customers. Billing. Although it looks like it's not very profitable, but if you multiply it by hundreds of millions of users, then the revenue is enough to make the industry chain interested parties, which may also be why the Chinese Writers Association, China Publishing Group, China Editing Society, National Book Shanda, Chinese online so active in the cause of cooperation with operators it.
At the same time, mobile reading has become highly sought after and has gradually become one of the best reading methods. It also benefits from its “saving†spirit. First of all, it is reflected in the “saving†of time. Nowadays, people’s traditional reading time has been Divided by the rhythm of modern life, mobile phone reading can precisely tap some of the fragmented times that traditional reading can't cover. For example, after work, on the way to work, wait in line for such time. Secondly, it is reflected in the “saving†of materials. For example, electronic documents are The establishment of a learning-oriented government provides a good tool to satisfy the requirements for the issuance and review of official documents. It fulfills the strict administrative document management requirements and meets the requirements of conservation-oriented society. Finally, it also reflects the "savings" of costs. The additional function of a small cell phone compared to bundles of books can be described as “green, savingâ€.
With the accelerating pace of people's life, people are optimistic about the development prospects and social benefits of mobile reading. The promotion of mobile reading can be said to be an active exploration to enhance the innovation capabilities of the communications industry, to disseminate advanced socialist culture, and promote communication consumption and mobile Industrial development has a positive meaning, so many experts have predicted that mobile reading will not only bring about a "reading revolution", but also will lead to a "writing revolution" to promote the arrival of the era of reading for all people.
Reading behind the need for cold thinking
Maybe it's the sweet taste of mobile music, perhaps attracted by the huge potential of the mobile reading market. Perhaps it is exploring the "next days" of mobile applications in the 3G era. At present, the three major operators in China are actively integrating all aspects of the industry chain. Strength, focusing on the development of mobile services. China Telecom was officially deployed in Zhejiang in 2010 to establish a mobile reading base. Zhang Xinjian, general manager of Zhejiang Telecom, said in an interview: “The base model has proved to be effective in the practice of international counterparts, both satisfying Centralized and unified, but also to meet the individual needs, is the 'general structure.' According to sources, China Unicom plans to establish a similar base in Guangdong. Currently Unicom to adopt a cooperative approach, selected a partner in Guangdong to promote mobile phone reading business. The earliest mobile phone reading base was China Mobile, which was formally established in Zhejiang in late 2008. China Mobile plans to invest 50 million yuan in a mobile reading base within two years. The goal is to establish an e-book-based resource operation platform and integrate it. Various publishing groups and online original websites and resources to develop China’s mobile reading business. On this platform, The unified file format on the mobile reader and wireless downloading reduce tariff. The reason why is located in Zhejiang, set up a local base model is also based on mature, many publishers gathered, strong cultural heritage and a leading TD-SCDMA network construction and other factors.
Of course, heroes must tolerate loneliness. The big difficulty in reading before a mobile phone is how to change people's reading habits little by little. This seems to be even more daunting than the challenges faced by mobile music development at the time. It is understood that , On April 19, 2010, the China Publishing Institute released the "7th National Reading Survey Report." The data shows that the reading rate of Chinese citizens aged 18 to 70 years old is 50.1%, of which only 7.4% of the citizens are often online. Reading online books and newspapers and periodicals. From the perspective of citizens’ exposure to various publications, in 2009, the average length of daily reading for 18 to 70-year-old literate citizens in China was 14.70 minutes, and the average length of time for each person to read on mobile phones was 6.06 minutes. , Mobile reading with the same digital publishing category is faced with poor display, easy to make the eyes feel tired, poor reading experience. Therefore, how to get out of the "ecco" circle of paper books and fully display the interactive nature of mobile reading, Multimedia, improving audiovisual, animation and other aspects of the user's reading experience, these are still worthy of our deep thinking.
Not only that, compared with the huge investment in mobile reading, the current scale of its commercial users is still relatively small. According to Zhong Tianhua, general manager of Zhejiang Mobile, the annual investment in mobile reading base amounts to 100 million yuan, and the scale of such investment will continue for 5 years. “In the first three years of commercial use of mobile phone reading, we did not plan to make money, mainly to cultivate user habits and expand the scale.†Zhong Tianhua admitted that the key is to form a sustainable business model with all parties in the industry and attract more customers to join. The good news is that we are gradually seeing more and more positive changes in mobile phone reading. For example, at present, China Mobile has more than 12 million mobile phone users. According to statistics, Chinese consumers read mobile phones every year. It costs about 15 yuan. Among the netizens who are exposed to digital reading, 52% said that they can accept paid-for-download reading content. The price they accept for reading an e-book is about 3 yuan. This undoubtedly increases our confidence.
Of course, besides the pressure of user habits and user scale development, mobile phone reading also faces many challenges as a new thing: How to lower the threshold of mobile terminals, expand the popularity of mobile phone reading, and how to ensure the advanced nature of mobile phone reading and avoid bad Erosion of content? How to better protect copyrights of authors, make copyright authorization more convenient, and avoid legal disputes... To effectively solve these problems, related parties need to work together to jointly promote the relevant laws and regulations on mobile phone reading, and the establishment of industry standards. Improve and guide all parties in the industry to create a business model of cooperation and win-win, and promote reading for all citizens to a new level.