"Card House" revelation: Big data will be integrated

A few days ago one morning, the new 酷6网 President Liu Wenbo received an e-mail from the Grand Group CEO Chen Tianqiao. In the letter, Chen Tianqiao discusses the topic of the recent global hit of the American Opera "card house." The most-expensive episode in the United States and 40 other countries, adapted from the British political thriller of the same name, tells the story of a wily American congressman and his ambitious wife, "operational power" in Washington's political circle. The show, which was invested by Netflix, a video web site, was described by Forbes as saying: "It could shake the traditional TV industry, and the change in the traditional TV industry is about to start with the card house."

"Netflix is also being forced, because now the exclusive royalties of Hollywood TV studios are getting higher, and with the Battle of the card house, it is expected that Netflix will launch more homemade episodes," said Steven Swasi, the Netflix's head. "It is worth noting that, as the world's largest online film rental service provider, Netflix has issued its own Netflix awards to a technical team." The team stood out from 40,000 contestants and increased the recommended efficiency of Netflix's film recommendation engine by 10%. Netflix therefore claims that the goal of the next million-dollar prize is to find the technology to recommend films for customers who do not often make film ratings or do not make ratings at all, and to make predictions through geographic data and behavioral data that hides the audience's taste.

In fact, the idea of Chen Tianqiao is similar to that of Net-flix: recommending films to new customers through data analysis and technology driving without waiting for customers to provide a large amount of rating data before making recommendations. This may explain the following changes in the Grand Group: April 1, 酷6网 issued a new senior appointment, Liu Wenbo as 酷6网 President, Kin as 酷6网 chief technology officer. Previously, both are grand Core Technology Department of the number one figure, Liu Wenbo is a grand CEO of Cloud Computing, Kin is a grand multimedia innovation Courtyard Dean. Liu Wenbo, who worked in Google for more than eight years, has interpreted his career as a grand search with large data to "Chinese-style UGC (user-generated content)", the performance of a more thorough implementation of the strategy, 1.5 ago, cool 6 decided to give up copyright procurement, chose the UGC Road. And in this Sheng settled cool 6 behind is to attempt through the fashionable cloud computing and "big data" business to analyze the user data, thus produces the valuable content, this is considered to open up the grand inside each big platform obstacle between another transformation battle.

Large Data Consolidation Plan

The lesson of the Liu Wenbo is that by digging up tens of millions of of users ' data to plot and star lineup, it's no longer based on the decision of the producer or the director's preference. This is not accidental success, he argues, but based on science, the analysis of "big Data". Cool 6 The next thing to do is similar to Sheng, analyzing the user and distributing the appropriate video to the user.

He argues that the immediate priority is to combine cool 6 with large data and to dramatically increase 酷6网 access. For the current domestic video site two main survival mode, he said: "Long video is" Fish tank mode ", put the fish in a fish tank, we see the fish swim in the aquarium, while the short video is the ocean model, no matter who is the performer, everyone is contributing content.

"Cool 6 short video inventory billion, how to recommend content from this huge database to the user, or let the user search for a true match of content is a very difficult technical problem." Liu Wenbo said that at present, Cool 6 has a platinum podcast (video sharing) more than 30,000 people, they uploaded video footage how to properly store and distribute and through the data analysis, cloud computing in the theme of the content of the user's interest in all presented, this is an important topic. We will display the 360-degree video home page based on the video users are interested in, depending on the large data technology, which may be seen in 5 June this year. "This will form an effective ecosystem," Liu Wenbo said.

酷6网 vice President Chenhao revealed that 酷6网 previously in the "Big data" aspect does not have a large amount of investment, causing users to login after no surprises found. So this year, cool 6 has to work on this, giving users enough motivation to sign in. "Users with Gmail can log in to Google all the applications, and Shanda also has a grand pass, the user login to the grand system can see the video they want to see, which will promote active login." ”

Before, Shanda has been doing "public cloud", launched a cloud host, cloud storage services, however, this model needs to put a lot of hardware equipment and funds, in the running six months later, "Grand Cloud" business focus began to turn to the grand main businesses, and hope to form a "content cloud", its core is the grand Group of literature, games, Video three business data, thus covering the entire content production line of the industrial chain. Thus, the "Grand Cloud" has played a role, that is, through the grand industry-wide chain of user habits and preferences for analysis, and the use of these data for content generation guidance.

In the area of data integration, the grand plan is to allow the relationship between the business to have a certain internal cycle. For example, through data tracking, a user in the grand literature after reading Tanggu three less write article into the 酷6网, the background will automatically recommend and Tanggu three little related video content, and the grand ad can take through the group's business. Liu Wenbo stressed that the relationship between these industries is grand for many years have wanted to do, but also the direction of Sheng efforts. And now through data analysis, Shanda literature has been able to tell the original author, what content will be more people to read.

In this case, "grand Cloud" settled cool 6 opened the grand interior of the major platform business data integration prologue. It is reported that the current "grand cloud" in addition to the application of cool 6, or a "general cloud" platform. Liu Wenbo has communicated with Chen many times, Chen has been hoping that a few large internal applications can drive Sheng this platform, and in many applications, video is a very suitable application business. For the first choice from the video business start, Liu Wenbo Given the reason is that video data volume and infrastructure, there is a particularly good sense of cloud computing. If Sheng can support good storage, computing, network have harsh requirements of the video business, it means that can easily support the game, literature and other business, and ultimately form a "content cloud."

However, cloud computing requires a large throughput of the entire node, because a node to support a lot of customers, video so large traffic, it is very smooth to launch it will be difficult. The benefit of the cloud, Liu Wenbo says, is to improve the 酷6网 infrastructure. "Video Cloud" can allow any user to upload a mass of video, can play on the 酷6网, at the same time, cool 6 began to enter the enterprise user market, many enterprise users can not have the power to solve the video playback, storage transcoding, 酷6网 to the video of the basic services provided to these companies.

All business, however, is based on the user experience. To this end, Chenhao said, there have been several meetings within Shanda to discuss how to improve the user experience of video, including fluency, referral and search relevance, which means that there is an opportunity to retain users, while retention means that the flow of the rise and change is possible.

UGC Road

Obviously, using large data to get through the business barriers of the major platforms of the entertainment empire, allow users to form an effective integration, that is, the game users can "walk" on the 酷6网, the beginning of Chinese online literature enthusiasts can also become those Gold podcast fans, thus activating the whole plate chess, this is Chen has been thinking about the problem.

Corresponding to this is, the grand advertising platform quietly online, through the 酷6网, Shanda Literature, Shanda games and other Shanda's site. According to the Royal insider revealed that the grand advertising platform and the traditional search engine advertising platform is different, the platform to pay the way to take prepaid system, to click Charges, advertisers bid on behalf of the willingness to pay the price per click does not exceed the advertisers set prices.

However, to get through the barriers between the major platforms, the formation of an entertainment system is obviously not a matter of overnight. After announcing the delisting of the Nasdaq in November 2011, Chen the Grand assets as "three-horizontal" (gaming, literature and video) and tools for "three vertical" (payments, cloud computing and advertising), trying to weave, integrate, penetrate and expand the agency. In the grand vast territory, cool 6 is an important part of the troika. But how to make a profit has been a major challenge for cool 6. March 15 News, Cool 6 published by the media as at December 31 in the fourth quarter of 2012 and the full year without the audit report showed that cool 6 media in the fourth quarter of 2012 total revenue of 3.35 million U.S. dollars, the third quarter of that year, the net loss of 3.25 million U.S. dollars, the same period net loss of 3.94 million U.S. dollars, The deficit has narrowed this season compared with the two.

As we all know, Cool 6 was founded in 2006 by Shanyou, 2009 was grand acquisition and borrowed Shell Hua friend century landed Nasdaq. The following year, the cool 6 of blood transfusion reached the most beautiful moment in history, Hao throw 300 million yuan to lift the video industry anti-piracy Alliance and genuine content procurement peak. In March 2011, Shanyou stepped down. 5 months later, the original Grand Group Strategic integration Department Shi Yu, as 酷6网 CEO. Then, cool 6 made a comprehensive strategic transition, abandoning the original investment to buy large tracts of mode, instead focus on community, UGC and short video. Shi Yu said, when every cool potato merge soon, TV all-inclusive concept, new cool 6 but another new path, to say UGC. He said, "I just took over cool 6 o'clock, and its technology is actually weak." So we dug a lot of technical talents from Google, Yahoo and Apple to do search and CDN (content distribution network) business. "Advertising level, there are Shanda's Sheng Yue ads to help cool 6 to do outsourcing, copyright procurement level, Shanda's heyday of the Sun also has support, game level, in the exploration of the video recording and sharing of Shanda, the grand literary level, there are author interviews, in the novel Web site to recommend the relevant video.

"We will never spend a penny to buy a long video, but also do not reject the long video playback, the cooperation model is divided." Chenhao, vice president of Cool 6, said decisively that the road to cool 6 was "a Chinese learner on YouTube". She explained that when video sites started the big play era, cool 6 choose UGC Mode business logic is: first of all, each video site to face the problem is that users lack of stickiness, and short video writers and users more easily produce interaction and stickiness; second, the advent of the mobile internet era and the popularity of mobile terminals, Let people's fragmentation time and product fragmentation more consistent, short video will have a lot of space.

In the 2013 report, published in the Chinese-style UGC white paper, the world's top five internet companies were counted, with Facebook, Youtube, Wikipedia, Twit-ter four UGC models. Chinese-style UGC are very different from the UGC concept abroad, especially in content production and social patterns, the report wrote. In the media environment, cultural background and other factors, compared to foreign UGC topics, objects can be free to change, and other characteristics, Chinese-style UGC is more heavy red influence.

It is reported that Cool 6 have 280 million registered users, the user uploaded video every day 100,000 to 200,000. Cool 6 will usually require exclusive cooperation with the podcast, and give the appropriate promotional support. According to Shi Yu revealed that the current cool 6 of the exclusive podcast ratio of about 20%, podcast ads are divided into the highest 50%, and its UGC model is another feature: Cool 6 of original users and content has a strong sense of guidance, according to entertainment, information, comedy, technology, fashion and other dozens of different categories, the editorial team will explore the author, Help them analyze personality, strengths, and according to market demand to help users planning topics.

' These classifications are actually channels, ' says Shi Yu. In the future, cool 6 will be like a TV station. And this idea is actually from the grand literature learned: Shanda literature is also 7 literature sites, there are men, women, emotions and other different content positioning, UGC mode is also the editor to explore the appropriate author, signing, cooperation in planning the topic of the novel. The income from paid readings is divided between the website and the author. With this model, the beginning of the Chinese network in the peak period has won more than 90% of the network literature market share.

However, one problem that cannot be overlooked is that because UGC content time is short, video site current mainstream revenue source is film and television dramas, such as Long video "patch Ads", UGC mostly short video, although there are patches to show, but such advertising form is not fully applicable to short video. Chenhao that, advertisers for TV platform translation of the Internet's inertia, is still to invest long video mainly, short video delivery and there is no particularly clear concept, suitable for UGC short video advertising products urgently need to develop, so its advertising market needs a gradual process of cultivation.