Shanda's micro-video application micro-cool today officially online

Absrtact: Grand Multimedia Innovation Institute Dean Kin (Tencent Science and Technology map) mobile video sharing field is rapidly becoming a hot spot, after several days, Shanda's micro-video application micro-cool today officially online, the Grand Multimedia Innovation Institute Dean Kin said, micro-cool is Sheng

Grand Multimedia Innovation Institute Dean Kin (Tencent Science and technology with map)

Mobile video sharing field is rapidly becoming a hot spot, after several days, Shanda's micro-video application micro-cool today officially online, the Grand Multimedia Innovation Institute Dean Kin said, micro-cool is a grand internal incubation project, to entrepreneurial mentality to do micro-cool.

Kin also said that the micro-cool team structure is similar to the entrepreneurial team architecture and settings, but with the grand Business and strategic agreement. The future of the cool team is to become cool 61 parts or independent operation has not made a decision.

Micro-video market is still in the embryonic stage

It is understood that after Instagram, Pinterest, including Viddy, Socialcam, Klip and other video-sharing applications are rising rapidly, of which, viddy in a few months to obtain more than millions of users, making the micro-video field into a hot spot.

At present, there are some similar products in China, including innovation Workshop under the micro-shoot, Camera360 developers under the Movie360, Youku Pat. Previously, 酷6网 CTO after leaving the field, the founder of mobile video sharing application love, and received 10 million yuan financing, Shanda joined also makes the micro-video market appears lively.

As a micro-cool catalyst, kin that the current domestic micro-video market is still in the bud, with the rapid development of mobile internet and internet costs down, users to collect video equipment and fees dropped significantly, browsing mobile phone short video is becoming a trend. The presence of micro-video can well fill the user's time of fragmentation.

Unlike Viddy, which is 15 seconds per video, cool allows video to be up to 30 seconds long. But what can be recorded in just 30 seconds? In the face of such doubt, kin to Tencent Technology said that the microblogging also only 140 words, but rapid development. For micro-video, users can bursts like tweets.

Kin pointed out that the short video shooting time and technology also have a great relationship, 30 seconds video can be compressed to 2M below, if the user makes the IPhone4 mobile phone, a photo also has 3 m, which makes the video size and picture similar, very conducive to viewing on the mobile internet.

Of course, micro-video also faces obstacles to development, on the one hand, browsing video needs to consume 3G of traffic, users worry about the high cost, on the other hand, users of micro-video contact is not much, Kin said the whole market still need a period of time training.

Take the entrepreneurial team mentality to do the product

As a new project of the Grand Innovation Institute, the micro-cool is not the first one, the past two or three years, the grand launch of many innovative products, many products have gone, this also let the outside world worry about whether the next martyrs will be cool. In this respect, Kin said, the failure of any one product has its own reasons, generally speaking, venture capital to the start-up companies and products investment success rate of less than 10%.

Kin pointed out that the Grand Innovation Institute has a group of research and Development and new product incubation functions, a cool team structure similar to the structure of the start-up team and settings, but with the grand Business and strategic agreement. From the direction of future development, the transformation of cool 6 into UGC short video and community, micro-cool is the concept of micro-video plus Solomo.

Kin himself, 酷6网 's chief multimedia scientist, said that UGC had been watered down in the past few years, and many video sites believed that it was necessary to buy blockbusters before selling ads to make money on the site. But there is also the problem of buying a blockbuster model, because all video site copyright costs are 1/3 to 1/2 cost, plus 1/3 bandwidth costs, the burden is very heavy, no one can make money.

In Tudou, for example, Tudou's revenue cost in the fourth quarter of 2011 increased by 118.5% over a year earlier, to 160.1 million yuan (about $25.4 million trillion), mainly due to the increased cost of Internet bandwidth, content costs and mobile video services. But costs accounted for 96.2% of the revenue, which also led to a net loss of 148.9 million yuan per season.

The vitality of the UGC content is also mentioned again. Kin that UGC today and 2005 are very different, especially with the popularity of smartphones, the importance of user-generated content will be highlighted. However, talking about the future development of the cool, Kin said that the future become cool 61 parts, or become a stand-alone product to operate, now it is too early to judge.

The following is an interview with the Grand Multimedia Innovation Institute Dean Kin Record:

Tencent Technology: Grand Innovation Institute recently launched micro-video products micro-cool, you are also cool 6 of the first multimedia scientists, can inform the Grand Innovation Institute and Cool 6 between how the cooperation, micro-cool is how a product, and cool 6 is what relationship?

Kin: We can make a video encoder optimization directly for cool 6. For example, I have a video of 300K, how to turn 250K can also maintain the original quality, a video if it was clicked 30 million times, although each video only 50K savings, but can save a lot of bandwidth. Of course, we do a lot of other things for cool 6.

Micro-cool with the grand overall video business direction, last year cool 6 business has a big transformation, that is, from a large market to buy the copyright to do video services to more in favor of UGC short video, more community, return to the mode of YouTube, the so-called Video 2.0.

This 2.0 concept is not a site to show me what I see, more users contribute. Over the past few years UGC has been diluted, think that can make money or to buy a blockbuster, and then play advertising, on the site to make money. But buying a big model also has problems, because all video site copyright fees are 1/3 to 1/2 cost, plus 1/3 bandwidth costs, the burden is very heavy, no one can make money.

Based on the status quo, cool 6 returns to UGC and is consistent with our overall strategy, and micro-cool is a shorter video. Overall, UGC today and 2005 are very different, there are a lot of various dimensions of development, the first is the rapid development of mobile Internet, so that mobile phones to watch the video smoother. The cool definition is video plus Solomo, which is now the concept of Social, local, mobile, social, one localized, and one moving.

Tencent Science and technology: You just said the introduction of mobile micro-video cool, like Innovation Workshop also has micro-pat, Youku also has similar products, but the current market voice is not large, the cause of this phenomenon is what?

Kin: The micro-video market is still in its infancy, including the micro-shoot of the innovation workshop and the love of the original cool 6CTO Zhao Liang. Sohu has Sohu Pat Guest, excellent Cool cool Pat, the market is very lively, but the market size is not big. I think users ' interests and habits need to be nurtured.

We are now in this era, one is the mobile Internet development is very fast, from equipment and collection costs are very small, video more is to fill other people's time of fragmentation. Cool from positioning and long video site strange art, Sohu and there is no conflict, because the micro-cool provides UGC content, very short, mainly users want to be able to share, hoping to bask in his content, or he captured a wonderful moment.

Tencent technology: Cool a video about 30 seconds, relatively short time, in such a short time, how many people you think will be interested in a 30-second video? For example, I might be interested in a certain thing, I may record 7, 8 minutes or even longer, perhaps this video may be more valuable to me?

Kin: I think you said this phenomenon exists, to micro-blog For example, do you think these 140 words expressive enough? In the description of a lot of things, actually can be a little bit longer, write more content, this I think more interesting is Twitter or Weibo, I will give you so much limit to see what you can express, There must be something 140 words is not enough to express.

Viddy is a 15-second limit and we've changed it to 30 seconds, but we've actually had some considerations. We think a lot of video ads, TV is actually 30 seconds, 30 seconds should be said to be a time to be able to show important information. In addition, technically, this 30-second video can be compressed to 2M below, what is the concept of 2M?

Use IPhone4 to take a 6 million-pixel photo, there are actually 3 m. iphone is 8 million pixels, a photo is almost 3 to 5M, if the user is also concerned about 3G traffic, 30 seconds video can be as big as a picture.

So based on these two points of consideration, we think there will always be some people think 30 seconds is too short, but like micro-blog Someone can send, several. The answer is that not all videos show up for 30 seconds, but we think this short form is the form I give you, and you see what you can do in this form.

Tencent technology: What principles do you follow in the design of cool process?

Kin: A very important principle is the content of the organization, UGC a short board is the content of the messy, resulting in UGC single video aggregation is not very strong, not many users are interested in UGC video. In addition, because of UGC content, how to find the content of interest is also a problem. Our content organization's one bright spot is the messy UGC content multidimensional degree according to the topic, the place, the character organization.

Micro-cool also adds elements of social and micro blogging, and users can focus on people who are interested. To put it simply, micro-positioning is called micro-video plus Solomo, which is short, 30 seconds, and then we combine social, location and mobile.

Innovation Workshop's micro-shoot UI has a bit of learning Pinterest, also a bit like Instagram, micro-pat Mobile clients can not browse the video, just shooting, uploading. Comparatively speaking, we think that the form of video streaming in micro-cool is more natural to the organization of video. Micro-Shoot the client is actually a relatively weak client, is a collection upload tool, and we to the page comparison, Web page can not create and upload, just watch.

Tencent technology: A lot of factors restricting the development of micro-cool, there is a big obstacle is broadband, how can we solve these problems?

Kin: When we consider 30 seconds, we are compared with the picture, that is, we this 30 seconds after filming, after the production, is less than 5M, with a picture size is almost. Chinese users may still have an obstacle in mind, that 3G traffic is very expensive, video needs a lot of traffic. This requires a market development process.

We also have a intimate function, for example, I can go to this place to turn off the 3G, cool and the function of the Outbox, you took several videos to the Wi-Fi place to upload, which is for some concern about 3G traffic users on the product to provide the function.

Tencent technology: Many users are actually small white users, how to let these small white users know as soon as you say the Wi-Fi release function, as soon as possible to use these features?

Kin: This is a product promotion problem, cultivate the market, attract users is a challenge. Viddy users 4 months to 800,000, now more than 1 million, the Chinese market is not the same, but many people use mobile phone video, there is a big opportunity. The current restrictions on the development of this market are mainly user interests and habits, and the lack of a mobile phone to share video space, we are currently doing is to provide such a space.

Tencent Science and technology: outside of the grand have a question, Shanda in the past few years launched a lot of innovative products mostly failed, many people worry that micro-cool may have an early publicity, but will be a failure.

Kin: Innovation Institute has a group of research and development and hatching function, hatching products and outside investment behavior, you cast 10 inside you think 10 can be? In fact, absolutely impossible. You cultivate products there are probably 10 of them 1 have finally grown and become a new source of business revenue for the group.

But many products in any company are the same, for a variety of reasons for the final failure, there are market reasons, have their own team to implement the reasons. We do this product, the team is a similar to the entrepreneurial team structure and settings, but with the grand business and strategy is actually consistent, I just said cool 6 transformation into UGC short video and community, and the micro-cool video plus Solomo such a concept. It's too early to make a decision about whether to become a cool 61 in the future or to be an independent product to operate.

Tencent technology: How long do you expect the micro-video field to explode? Now the internet fee is decreasing, thousand yuan below intelligent terminal is very popular, where is the critical point of the market?

Kin: Viddy team is very small, also did not do what marketing, can through the word of mouth for several months to achieve more than 1 million of the user. In fact, YouTube is also the case, until the Google acquisition of the past, when the day has 100 million of the video stream, or a very small team, dozens of people's team.

We need to have confidence in the Chinese market and many users are now using their mobile phones to shoot. We created a platform that you can share. As for the habit and interest of developing our users, we certainly hope that this product and other micro-video products will promote the development of the micro-video market.

Tencent technology: Shanda also has incubation mechanism, the company has much strength to support the team's research and development and market-oriented operation.

Kin: The size of the team I also do not speak, because I have been a start-up company, we do the same model as the entrepreneurial team, definitely not like a big company smashed into 100 people, do such a project. Start-up companies are characterized by a small start, the product and operation of the team will gradually expand. This product Shanda from research and development to operations will certainly devote more resources.