With the sound, who can last longer

Since the appearance of YY blockbuster in the public's eyes, the sound of this thing also began to become the internet a new round of the power of germination, such as singing, sound, pop, and other sound based applications have been launched. Either innovate in the content form or innovate in the content consumption and production form, or both. Sound as a new form of content, this is the eternal pattern of people's innovation. Either way. How does continue this important issue?

Value closed loop

The essence of application is that people gain value in the process of consuming or producing some kind of information. The can make one application type continuation, is nothing but the completion of the value closed loop, the beginning of the ring is the production of consumption or demand, the middle is the cultivation of consumption or production habits, and finally the recognition of consumption or production value. For sound applications, predicting their future performance is three questions:

Is there a need for consumption or production of such sound content?

Have you developed the habit of consuming or producing such sound content?

Do you agree on the effect of consumption or production (sharing behavior or payment behavior)?

The success of pop is nothing more than a logical answer to these three questions:

The demand of self-expression (production) or onlookers (consumption) has always existed;

The consumption habit of the vocal ring tones, the personal DJ mode also exists on the web side for many years;

Artificial ring pay for personal DJ to buy gifts props, which in itself is a super value recognition;

Sound answers seem to be logical:

Someone started to wonder, "Are you happy?" The most direct answer from different people;

Micro-letters make them accustomed to the phone to the ear or hand-free play;

"My surname Chen" characteristic answer has the dissemination on the microblog;

Logical correctness is only the starting point of product value, and the strength of the value ring requires the promotion of the product itself, that is, in the first three parts of the loop:

Constantly promote users to produce this sound consumption and production needs;

Constantly strengthen the user consumption and production of such sound content of the habit, weakening the user consumption and production of such sound content of behavioral barriers;

Continuously identify the user consumption and production after the effect;

The limits of Sound

Before we talk about product development strategies, we must understand the limitations of sound as a type of information:

Not preview: We can not know the specific content of the voice, consumer behavior becomes arbitrary, the content of the voice itself is weakened, information performance more than the information itself;

Contains personal information: whenever the user is required to produce sound content inevitably contains personal information, which constitutes a certain cost of production behavior;

Environmental dependence: The consumption or production of sound content has a certain demand for the environment, the space of fragmentation time is limited.

Careful analysis of the PA we can find that the snap basically avoids the sound as a content of all limitations:

Sounds can be previewed, as there are pictures as guides;

Even if the sound is not good, but pictures well, lifestyle enough to show off is not a problem;

There is no way to speak can also rely on the picture to achieve self-expression;

However, this evasion of the PA, also makes the PA in the view of the sound content of some vague, it is shortened version of the singing bar, recording time of not more than 60 seconds, and already have some original singers choose more high-end pop, and like the extension of the point, the picture added sound, increase the content richness of the picture. This makes the future development of the PA some indecisive, is the high-end version of the singing bar, or to become a little bit of snap?

And the sound seems to be completely directly confronted with all the limitations of the sound content:

No picture guide, must listen to know what to say;

Full voice + avatar, direct exposure to personal information;

(a) Limited time to meet environmental dependencies that can be covered;

This is why the sound does not form a pop in the market when the hot effect, the reason for this is that the nature of the pop is based on a more mature user value and custom system, while sound attempts to explore new values, cultivate new habits, and focus on more fragmented time in a newer field.

Snap and Sound

From this point of view, the more the homogeneity of the PA, it is more like a little bit of the way with singing to compete for quality customer products, at the same time, the guarantee is a "point of voice", and the sound is more like a specific time, characteristics of the theme, only the voice of the specific way to achieve self-expression of the product, its nature and the PA is not comparable.

The broader product type is more easily controlled by the user's needs, if more and more high-quality content comes from the combination of "picture with sense" + "sound with Sense", the final snap will go to the largest "MTV platform" on the line, its logo is a version, the recording break through 3 minutes, and allow more than one picture upload, Final video upload.

And because of the more restrictive sound, its strong guidance to the user may lead to a new online life and social way in the longer time, its direction may be just like its slogan, fully tap the warmth of the sound itself, followed by the image and text, just like watercress for strange fun and secondary social excavations, It may take longer to brew, more fun and more variable.

From this point of view, PA is a successful product, it is based on a song to set off a strong and mature demand background of the market, at the same time is a point of extension, this is in the existing resources on the occasion of the classic case; and the charm of sound is her uncertainty, she has more insight into the value of the sound itself, From the product point of view, she may be more able to bring beyond the two-dimensional information innovation.

From the earliest forums, blogs, microblogging, to the present photo-sharing, photo blogs are all in the two-dimensional information as the carrier of self-expression, and the earliest sound DJ class application has tried to use the sound as a new carrier outside the two-dimensional information, and snapped a line between the two, while the sound tried to focus on the latter's singing.

No matter what the future is, I would rather see a voice (not singing) as a new form of content than to see a band with a sense version of the song, or a bands version of the point, to create a new form of self-expression.

As for the popping or sound of the endless, six months later to see.