SWOT analysis of Mobile reading industry

Last week, in the company's internal sharing activities to the children's shoes to share the status of mobile phone reading industry, small partners starving eyes prompted me to convert ppt into the blog text and pictures, once more in-depth into the mobile phone reading.

through SWOT analysis, we can have a deeper understanding of the status and prospects of mobile reading industry.

It is not known that SWOT analysis is the children's shoes of God horse. Please move here, a McDull sample, 3 minutes to let you understand God horse is a SWOT analysis.

http://blog.csdn.net/henryfabrgeas/article/details/24134957

The following is the point of entry:

I. Opportunity 1. Mobile Internet blowout, smart phone shipments burst growth.

I do not need to repeat this. From the high-speed explosion of the small rice can be glimpse.

2. GDP per capita exceeds US $5000, and cultural and entertainment products consume explosive growth

according to the historical development experience of the world countries. When GDP per capita exceeds $5000 trillion, people's focus gradually shifts from material to spirit. We started to spend a lot of cultural and entertainment products.

Show the development trend of Chinese culture and entertainment industry:

3. Cultural industries are given priority attention in national policies

In recent years, the State Council has published the Regulations on the transformation of operating cultural institutions into enterprises in the cultural system reform and the provisions for further supporting the development of cultural enterprises, and has also been working to improve the proportion of the cultural industry in GDP. This is an important link in China's industrial structure upgrading.

Two. Advantage 1.the industrial chain with the main line of network literature and electronic publishing is fully mature

Starting from the beginning of the Chinese language network in 2003, Internet literature and electronic publishing have gone through more than 10 years.

From the great God/Writer to the literature site, electronic publishing. Then through the mobile phone to read the app to reach the end user, this industry chain is fully mature.

2. E-reading is gradually replacing paper books. Mobile or tablet reading is gradually replacing computer reading

mobile phone reading with mobile phone this carrier. With convenient, fast, fragmented characteristics, can say in the time to seize the user, than paper books and computer reading more advantages.

who hasn't bought a paper book to throw aside. The time has long been covered with dust. And the use of a few days on the toilet time on the phone to read a novel experience?

3.Books-Video-the interaction between games strengthens

books can provide a large number of high-quality content sources for movies and games, which is also one of the strategic directions of Shanda literature, providing material for Shanda games.

"Panlong" "Star Change" and many other large-scale novels have been adapted into the game, bringing a lot of revenue. The perfect world of "sin Xian" also belongs to a typical success story, Yang Power Studio is also the "Yu Xian" filming as a TV series.

Interaction with film and video games. Let the book industry find a good profit model.

4. Continuous improvement of mobile reading app function and user experience First, with the upstream CP cooperation, book resources are increasingly rich. Second, in the eyes, personalized, social direction of continuous efforts, the user experience has been improved, as for the major mobile phone reading app comparison, ready to write a special article.

Three. Threat 1. Difficult to compete with other popular mobile applications

by comparing the download volume of each app market app, you can see that the following mobile apps are very competitive. Occupy a lot of time for mobile phone users. The brackets are the user needs that the application satisfies, or the user mentality that caters:

Media: News/Blog Forum (get information, onlookers)
im/Social:/Weibo/mobile qq/qq space/mo mo/Everyone (brush existence, empty loneliness)
Mobile Video: Short film/variety show/TV series/Movies/Music (recreation)
Mobile games (a sense of achievement in the virtual world)
Mobile shopping (women's dopamine)

Writing is a kind of ancient expression of human, is the symbol of the birth of civilized society. However, the text in the leisure and entertainment completely lost in pictures, audio, video and other rich media.

The rich media threshold is low. Young and old, easy to accept, and natural can be associated with leisure and entertainment, no matter what the target customer base to do.
With the popularity of WiFi hotspots and improve the quality of mobile phones. Video, games and shopping these traffic, eating hardware applications will further squeeze the space to read the app.

2. The concept of copyright protection and book charging has not been deeply rooted

through research, the majority of mobile phone readers to read the main way to get books is to download free pirated books from the Internet, and then import the phone to read, more inconsistent with the book payment. More indifferent to copyright protection.

This has a big impact on the revenue of mobile phone reading.

Four. Disadvantage 1. Technology Short Board in the era of big data (personalized recommendation not to force)

as an internet mobile reading practitioner, at the same time as a reading enthusiast. The industry and the major reading apps are still very popular. The entire industry is also in a high-speed rise stage. The major reading apps are also trying to improve the user experience.

A point worth mentioning here is the technical short board.

Now. The major reading app is also the editor-oriented, the editor of the book recommendation, classification. The production of the list. Special Offer & limited time free promotion plan.

For personalized pages, smart recommendations. Few apps get involved, even if you have the ability to guess what you like. Referral conversion rate is also poor, the contribution to revenue is a drop in the bucket, not the strategic focus.

True, mobile phone reading industry is still in the extensive growth, and now is the content and channel for the King stage.

In the era of big data, however, user data is recorded comprehensively. Analysis of user behavior and preferences, based on data-oriented CP and content screening, marketing campaign planning, to provide users with personalized recommendations.

This is the future trend of mobile phone reading.

2. Profit model to be developed

mobile phone reading and mobile phone video comparison, the more embarrassing point is that only the user can be charged. That is, the cost of earning a user's book. and mobile phone video can be a great place to advertise. After all, the TV era users have been accustomed to the ads in the variety show. And the book is not so good luck. Can we in Wang Xiaobo's "Always Maverick Pig" post a "sow postpartum nursing training" advertisement? And the video app can also offer the ad-free version to paid members, which gives the user the option to pay or be free.

There's one downside to charging users. Impede the flow and sharing of information between users. Video apps inspire users to share videos. If you look at an ad, you can get a copy of the money, but can we allow readers and other readers to share paid books? The lack of information flows has created difficulties in socializing. Cannot form a quality community. So that readers are basically all buy each, look at each, and then go to the watercress read the book review.

Ireader developed a nearby human function. A good answer is to be able to agree that readers can steal some of the book chapters from nearby readers ' shelves for free.

Of course, you can charge a certain amount of advertising to CP as a channel. The development of related derivative products can bring some income. But mobile phone reading should be able to develop a better profit model.

In a word, hope mobile phone reading industry booming, after all, book is the Ladder of human Progress, e-book is the human progress of the elevator!

SWOT analysis of Mobile reading industry