Mobile Internet: fission cloud spectrum and trend

After about three years of noisy growth, China's mobile Internet is about to enter a new phase. One of the latest corroboration of this change is the recent establishment of a body that has 83.4% Internet users using mobile ports, and for the first time exceeds the ratio of Internet access via the desktop.

For the 6, 700 million Chinese people of such a change, can interpret the information kernel, in addition to subversion, or subversion!

On the 20 anniversary of China's access to the Internet, even though it only goes back five years, few people have accurately predicted today's pattern, and this is the legendary mobile internet in China!

What forces make this legend?

To share, I think the cloud spectrum of mobile internet fission can be clearly explained by a total of 13 words in three groups of words:

A, the mainstream technology: cloud computing, large data intelligent terminals, multiple media;

B, reshape the media: Go to the center (socialization), mobile, video, social;

C, Integration: multi-media integration \ Content production mode (UGC and PGC) fusion \ Human and intelligent analysis Technology integration \ Application tools and social integration, PC Internet and mobile phone intelligent terminal fusion.

If the information behind these words is in a positive and reverse way, as shown in the data news, the conclusion is that the mobile Internet environment in which we live now is intertwined with the elements of technology, humanities, communication, social relations, entertainment, economic activity, has been fission from an imaging system into an abstract new ecological chain system.

For many people, this is an embarrassment that is confusing and confusing. If you want to try to comb, the personal view is:

The touch of 4G application is obviously the opportunity to produce great changes in people's lives and working conditions, but also a huge challenge to media, finance, social management and education. In the face of the challenge of subversive forms, it is important that we should be able to take control of several generally predictable trends:

First, the rapid development of mobile internet has given the intelligent terminal and its related technology more core role, 4G change not only speed, the majority of people's social behavior, economic activities will be more dependent on digital, technical, mobile survival.

Like DVD-end recorders and digital camera-ending films, smart mobile terminals will sooner or later end some of the information products that people now rely on, while PCs, cameras and televisions will be the first to come. From the news event parties or witnesses using smartphones to launch live multimedia broadcast, so that media production methods and processes appear long, even redundant. With the promotion of mobile social platform technology, there are more means in information generation, collection and transmission, and the proportion of user production content has exceeded the production content of professional organizations. Behind all these appearances, a curve is becoming clearer: almost all links to life and work, the mobile Internet is becoming dependent.

Second, the new application of mobile internet has subverted the audience's attention distribution rules, promoted the communication medium, the transmission channel, the dissemination form to accelerate to the dissemination object's pan personalized consumption orientation fusion.

Taking the content product as an example, to realize the effective dissemination under the new Media form, in the content production link, it is necessary to produce content products which can be used by various terminals according to the characteristics of the media, which can be fully applied to the content resources of the integrated processing, such as distributing the website, mobile News client, social media and so on. and realize the mutual support between the terminals and organic linkage, so that netizens at any time, any place, any terminal can be based on their interest to obtain content. Mobile phone as a personal intelligent life tools, bearing the diversity of products and services, so that the audience's consumption orientation is showing a pan-personalized and universal object characteristics.

Third, mobile Internet to generate a variety of day data, any kind of new media market share, largely depends on large data thinking and small data products.

It is very important to have the ability of "data breakthrough" and "data purification" when large data becomes an important factor of productivity, whether it has the requirement satisfaction and market segmentation based on large data technology. The current dissemination, is facing the unprecedented big data quantity, the multiple information source challenge, the media fusion needs from the data angle to ponder and combs the collection, the analysis, the processing, the distribution, the transformation form.

In my opinion, large data thinking is the thinking of having the data of the day quantity and realizing the "data breakout" through knowledge-knowledgeable. We must understand a truth: users need not the large data itself, but through the knowledge of large data into small data, to form consumer products. Based on this, the path of new media product form evolution can be described as large data ➞ knowledge-based ➞ Small Data (product). Who is good at using large data technology, the master of the content of knowledge and small data, the general mass of the bulk of the scattered material into a piece of intellectual property rights, users have a strong sense of consumption of small data products, who can occupy the upper end of the mobile internet industry.

Four, impetuous and noisy after the mobile internet, there will be a possibility of a change: media, entertainment slow, knowledge-based, living, tool-speed.

Unconsciously, China's mobile internet ecosystem has almost completely inherited all the good and bad genes of the PC Internet. The existential perplexity represented by intellectual property owners is a clash with the owners of new media end-users who have mastered the path of technology and capital integration, stirring the ecosystem of mobile Internet. The great development of social media promotes the production of content mode from specialization to UGC and PGC. It can be thought that the content ecological circle of UGC and PGC will gradually enter the benign development orbit, in this case, to explore and expand the content channel of UGC and PGC is an important aspect of content resource integration, and will be the key of whether the media content superiority can be continued.

Data news based on large data thinking is an important form of changing the context of news expression at present. Data is one of the core resources of news, as the content of news report, the data chart is not only the expansion and extension of the text news, but also the independent news form, which is a way to promote the originality of news and to deal with the competition of news. With pictures, charts, comics, 3D video and other elements of the content of visual product capabilities, but also become the 4G era is worth cultivating a potential blowout growth of content competition node. However, access to news information is only a part of the basic needs of mobile internet users, knowledge, life and the use of tools to bring the application services, will eventually become the core competitiveness of mobile internet!