Dictionary Publishing: Mobile app, do or not?

With the rapid development of the intelligent Machine and 3G network, the human race has moved into the mobile internet era, and all the habits have been changed by the smart phone.　　Smartphones are like human organs that people use to access information, entertainment, socializing, reading, and learning. According to the National Press and Publication Administration, published in July, "the basic situation of the national press and publishing industry in 2012", the number of traditional publications grew by 7.02%, and the total print was down 3.23%. In the traditional dictionary publication, the annual total print publication decline is more obvious, close to 10%. Another data show that mobile phone dictionary app total download volume more than 1 billion times.　　The transition from traditional publishing to mobile digital publishing is imminent. According to Eric's 2012 online dictionary Development Study, the penetration rate of word search and translation services has reached 73.7%, after online shopping, search and Weibo, another important Internet portal. Online translation website, on-line dictionary, download version of the dictionary software market penetration rate of more than 50%.　　The mobile internet has given new opportunities to traditional dictionary publishers, and it has also given them great challenges, especially for the publishers of dictionaries that have a strong demand for users. Because of this, many traditional book publishers have begun to focus on and layout mobile internet. The focus of digital publishing has shifted from electronic devices and desktops to tablets and smartphones, and mobile-end revenue has become a major source of revenue for digital publishing in some traditional publishers.　　Publishers of traditional dictionaries, which are wildly pirated in the paper industry, are also thinking about moving digital publishing.　　In the face of the mobile internet tide, the traditional dictionary publishers choose different Digital publishing mode: Copyright sales or self-developed app. Copyright Sales Model for the traditional industry, is the simplest direct profit model, but is it sustainable? In the exchange, some of the domestic open, market-oriented publishers have begun to delve into the rules of mobile Internet. A senior publisher believes that the licensing model will bring three major risks: 1, the dictionary's own brand is weakened. The traditional paper dictionary in the Age of paper reading, each dictionary has its unique personality and brand positioning, because it has been like its readers.　　And in the age of mobile Internet, people will gradually abandon the paper reading and check habits, they will search, to find the perfect dictionary, once these dictionaries do not have their own app, will be replaced by other apps, thereby losing their inherent users, the brand is gradually diluted, ignored. 2, can not realize data mining. With the continuous improvement of large data mining and analysis technology, massive data after accurate analysis will be born a huge value, such as customer purchase and reading behavior of the full data analysis, to carry out accurate content delivery, personalized, accurate marketing positioning; positioning and improving digital content to enhance content value and improve the efficiency of use.　　Therefore, it is necessary to explore new products, services, business models and investment opportunities in digital publishing field through the platform of the digital publishing in the era of large data. 3,Cannot reach the client directly. The network age search function has let the user feel its convenience, since 2003 on-line dictionary Sea Word birth, 2005 Jinshan, Youdao and so on on-line dictionary's participation competition, the user has been accustomed to obtains the meaning or the translation content through the online dictionary or the Dictionary app search, but the authorization mode dictionary because does not have own independent product　　Therefore, can not directly reach the user, and eventually become the background CP, loss of direct communication with the user opportunities. It is reported that the current market for the Oxford Dictionary app hundreds, user search frequency is also very high, they will be one of the app as an official Oxford dictionary download use, users do not know, the Oxford Dictionary is not for domestic users to launch their own official app.　　The more late Oxford enters the app market, the more pirated apps occupy users, which, through vulgar advertising and malicious plug-ins, lead to poor user experience and influence on the Oxford Dictionary brand, while the Oxford Dictionary will gradually lose users and the best time to lose content and brand value. There are already some publishers to develop their own app, however, to independent research and development of the app is not a matter of time, such as to build their own team, their own operations, mobile Internet is a completely different field, for the lack of mobile internet genes of traditional publishers is very difficult, the need for mechanisms, human configuration Thinking and other aspects of the complete transformation, in order to reduce the loss of improper input, with experienced Internet technology, operating team, is also a shortcut.