The confusion of wireless entertainment

It was an age of entertainment, and it was an era of success for entertainment applications. Wireless + Entertainment has become a big label for mobile apps in today's value-added services market. Whether it is the color ring, MMS, voice interactive business, or mobile games, mobile music, mobile phone chat and other mobile value-added services are beginning to design and operate around entertainment. Major operators, equipment manufacturers, SP, CP, terminal manufacturers are based on wireless entertainment applications as the important goal of its future development, it is in such a context, we pay attention to wireless entertainment, attention will be entertainment to the end of the problem should be solved.

Regulation and innovation are parallel

The seemingly paradoxical view of the coordination of regulation and innovation is the most prominent issue in the wireless entertainment market. The regulation of the wireless entertainment market, including operators, the Ministry of Information industry has never been relaxed, the value-added business market regulation is also emerging. Not long ago, the mobile data department reached within the "11", but also to the SP to face an unprecedented big shuffle and big shock. In this case, the SP's business innovation, in-depth excavation of various fields, has become a magic weapon to survive sp. In this sense, the various monitoring measures for SP is not only an industry specification for SP, but also a change to SP business innovation.

On the one hand, the strengthening of regulation will cause the SP to make great effort in content. In the current SP provided by the content, many are not high value-added, insignificant entertainment products, and real consumer-related applications, or really good entertainment products are too few. Industry insiders believe that the future of mobile games (especially mobile phone network games) as the representative of high-end wireless entertainment products, practical information products (real-time monitoring products, mobile phone map) and so will be a significant development. (Computer science)

On the other hand, the SP in the product also strengthens the innovation, especially many in the technology realization breakthrough, greatly enhances the wireless marketing the pertinence and the interaction. The innovation of wireless service is also embodied in services. Tencent launched a similar mobile pet QQ PET, Qq_zone, QQ music and other value-added services, greatly stimulated the user's consumption behavior. In the business innovation of the SP also do not need to do some illegal operations to deceive consumers, but also to make their own lucrative profits.

So, to a certain extent, wireless entertainment from content to service forms, from cooperation to promotion, from the operational model to business innovation, if found the right profit model, regulation will become less blunt.

Industrial chain integration to evade risk

In the wireless entertainment industry chain, the content resource owner's position is more and more outstanding. Telecom operators operating networks are gradually infiltrating the content domain, trying to shorten the link between content production and consumption.

As we all know, content is the source of wireless entertainment value, if there is no rich content, wireless value-added industry has become a source. In the consumer chain, mobile operators provide transmission channels and toll channels, SP provides services, CP provides content products consumers to pay for content products consumed. Mobile operators are divided into value-added service providers, in which the portion of value-added service providers is divided into content providers.

But now this pattern is quietly changing. Industry chain's dominant operator has sounded the Horn of strategic transformation, began to cross the SP, shorten the industrial chain, and the CP manufacturer, the SP false, conceal the mobile download is also very dissatisfied with the operator, CP is willing to establish a direct relationship of cooperation. In this situation, the role of SP, CP will be adjusted.

However, the Beijing Software and Information Services Promotion Center, Cao Gang, says there is a real risk that the operator's role will be adjusted. Access to content management, communications operators are slightly inexperienced, whether the full integration of the large content of the company's resources, communications operators may still need a long way to go.

Independent operation content, although already has the Japanese do Co Mo lead content manufacturer's success case, but to already have 18,000 value-added service provider's content increment link, whether the operator can earn the more substantial profit still not optimistic.

And from the user's point of view, shorten the industry chain, users do not seem to have much revenue, music download pricing party is only by the value-added service provider changed to a communications operator, the bill as usual. There is also a greater risk of being able to lock users.

Therefore, McKinsey suggested that the expansion of communications operators to a comprehensive business can not suppress the industry chain, take-all industrial chain, should be to lead the entire ecological circle, for the ability to carry out their own value-added services, operators to carry out their own, otherwise you can adopt outsourcing mode. After shortening the industrial chain, the telecom operators should balance the open platform, the fair market competition environment, the professional media promotion and so on. The final result of the game between CP, SP and communication operators is to find their place in the industrial chain.

Copyright governance from musical demonstrations

Piracy has become a restrictive tone, wireless music, mobile phone games and other wireless entertainment business further development of obstacles, when it comes to copyright, wireless entertainment business content manufacturers are also full bitter. The number of mobile game manufacturers for Red CEO Wu Gang has told reporters: "Piracy has seriously affected the enthusiasm of mobile game developers, our games are often in the trial phase, the network of pirated downloads have been everywhere." The problem of piracy will seriously affect the normal development of the industry. "In the wireless music market, and more so, on the music piracy disputes and lawsuits, all over the community are looking forward to a complete set of copyright protection mechanism."

Copyright protection on the one hand requires the strong support of the Government's normative policies, but also needs a set of effective digital copyright protection system. Recently, Nokia, Motorola, Sony Ericsson, Love trusted media and other industry-renowned enterprises and operators to discuss pirated music, actively explore the DRM digital copyright protection system. It is reported that the China Mobile Research Institute is also focusing on DRM copyright protection issues.

At the same time, the legal interpretation of copyright protection is gradually on the right track. A few days ago, the source of copyright agency in the same SP's copyright lawsuit wins, received compensation of 50,000 yuan, according to the introduction, this sentence is the first time the judicial department clearly identified the OP (original copyright) concept, and in accordance with this recognition of the title of music works, from the music copyright point of view of the domestic legal system and international music industry practice.

Analysys International believes that with the gradual enlargement of the digital music market and the gradual establishment of user stickiness, music Rights Management and copyright protection are the inevitable trend of industrial development, and in the face of the new digital music environment, how to coordinate the relationship between the record company, the copyright agency and the service provider, and clarify the industrial chain relationship, Joint establishment of a coordinated industrial environment, will require a longer process, wireless value-added music works copyright step-by-Step code, will be a good start.

It is noteworthy that with the advent of 3G, there are more and better quality content that requires copyright protection, the whole music service as one of the most need of copyright protection in Mobile information services, its beneficial attempts in copyright protection will greatly promote the establishment of other effective mechanisms for copyright protection of information content.