Dom Music CEO Shi Jianping: Don't dwell on content charges

Dom Music CEO Shi Jianping (TECHWEB) TechWeb September 4 Report Wen/Ningmeng 8 years ago, Shi Jianping in the United States, California, Oracle's office building in the leisurely drinking afternoon tea, did not think that they will go back to the digital music this bitter entrepreneurial road. As one of the three pillars of entertainment industry in the music industry has been plagued by piracy, Internet music to the content of the profit model can not pass, mobile end more. Different from the domestic cool dog, coolness, shrimp music from the PC Internet, and then dabbled in mobile internet music Company, multi-meter music in the beginning only to do independent mobile music. With no solution to the business model of mobile music, and no PC-side flow support, Dom is facing greater financial pressure. So how does mobile music apps make money? "Music is a strange thing at home, and it's definitely not a lucrative business." See what your choice is. Shi Jianping said that if you rely on mobile operators to make music is sure to make money, but the company's own durability and growth space are challenged, if the independent music app, music pay the big environment has not formed, through the content of the charge is still difficult. But the way to make money for mobile music is by no means just charging for content, Shi Jianping stressed, "Don't get too tangled up in the too-elementary business model of charging for content." At present, many meters of revenue mainly from the carrier cooperation and brand advertising revenue. Now Shi Jianping is starting to grope for a new model of mobile internet music: DOM is trying to create a new map of mobile music socializing, and more commercial attempts at mobile music will be based on that. What is DOM music? Multi-meter Music app interface screenshot (TechWeb map) Multi-meter music is a local music playback, online music playback, song search, song download, share music and other multi-functional in one completely free mobile music software, can achieve cloud synchronization. Dom adds more social elements, in the multi-meter music app, users can create their own songs and personal music pages, can also pay attention to other users of the song list and text, voice comments and interactive, and can be a song to share micro-blog, micro-mail and other social networks. Shi Jianping: It's really a coincidence that I'm doing music by accident. I lived in the United States for more than 20 years, until 2006 before I returned to the last ten years, has been doing mobile-related technology product development and marketing, and international operators to work together to do value-added services, and music has no relevance. But I am firmly optimistic about the mobile internet, the combination of mobile and consumer business will have a very big future. I returned home in 2006 with such a dream. But I didn't want to move well with that vertical industry. At the beginning of 2007, it was a chance that I met the CEO of A8 Music Liu Xiaosong. The conversation was when I talked about moving, he was speaking music and ringtones. Then we talked about going together: the combination of movement and music is a good opportunity. After that conversation, I went to A8 for 2 years as CTO. This is the chance to enter the mobile music business.Eat meat or bones in A8 do music, because the basic is backed by operators to eat, so the days are still relatively easy. To follow the operators to "eat meat", they can grasp the autonomy of more sacrifices. But my dream is to be a mobile music service that has its own brand and can reach the users directly. 2 years later, I left A8 to start my own business, do more than rice music, decided to chew a piece of independent mobile music services this difficult to chew the bone. At that time, the most popular mobile network in the market or 2.5G network, smart terminals only Symbian mobile phones. The flow of expensive, network poor, we want to do online streaming media, many people are difficult to understand. Although I firmly believe that my general direction is right, but not the bottom of my heart, mobile Internet is going to take 3 years or 5 years, or 10? I can only bet on this future. Luckily for me, the popularity and heat of the mobile Internet is much faster than I expected. Android is here, the iphone is here, and by the end of 2011 there's WiFi on the phone. At the beginning of 2011, more than meters of Android version of the online, Dom is the first batch of development of Android clients. When Andrew had not yet entered the country, our development team needed to go over the wall to look for an Android development document. Until 2011, the domestic Android terminal shipments increased significantly, Domeandro version of the download also followed the outbreak. By the end of 2012, we had 150 million users. At the end of 2011 Shi Jianping received 19 million yuan a round of financing from the old club A8 Music group, and in December 2012, A8 music again cost 6 million dollars to subscribe to 13 million shares of the multi-meter music. Users and money have, but how to make money has not been resolved. To make money to do products first since the matter has not figured out, then peace of mind to do products. That's what I said to myself. Dom now has a team of 150 people, product technology people accounted for more than 70%, do phone music one thing. The first stage of doing mobile music service is to solve the need for users to search songs and listen to songs anytime and anywhere. I think that after 3 years, now DOM has solved this problem very well. As early as 2009, we proposed a cross terminal mobile music service based on cloud for the same account, allowing users to enjoy the same user service at different mobile terminals. Up to now, the massive music data, the same account based on the unified experience of different equipment has become the Internet that music service standard form, based on the cloud of music services across the terminal phase has ended. Now, the mobile music services from the function, interface, content has been similar, the music market has entered from the blue ocean market to the Red Sea market. But the business model is not far behind. Give up the tangle of music that charges to content this is a strange thing to do at home, and it's definitely not a lucrative business. See if you're around the user or around the money. Around the user turn, at this stage to make money is more difficult, after all, pay the big environment has not formed; and operators must be money to earn, but you will rely on the position of operators, their own voice is very weak, persistent and growth of space are challenging. Can't see the networkMusic industry companies how to make money, is a lot of people advised me not to do the main reason for music. But is it really that hard? Now the entire music industry to explore the business model is too elementary, too simplistic, always tangled in the music content charges. In fact, the way to make money for music is definitely more than this, the idea of the music business model should be more open. For the music itself, is the content of the charge, this is feasible depending on the music industry. If only Dom said you were going to pay for the song and the music, you wouldn't have to think about it, and the user would have gone to the other house to listen to the free tunes. No company would do that. This is also what I think the big environment for content charges has not yet formed. When the industry has a unified standard, when speaking to the music content charges have meaning. I've been thinking a lot about it from the start. So I've never been in this tangle. But this is not to say that I don't care about the industry's normative development, and I am also one of the main actors driving the industry to establish rules, which are good for any company. Since the environment is not mature, then think of other ways to make money, entrepreneurial team always need to survive and develop. Learning how to make money from the game is different from the video industry, such as watching a movie for two hours. Music is a very emotional thing, service requirements are very high, much higher than other industries. The entire music industry in the future of consumption must be service-oriented consumption. For example, users buy more than a meter of monthly service, enjoy the entire monthly service payment, not just for the content of the bill, is to pay for the whole experience. On this basis, if your service does not do well enough, there is not enough difference, why do users come to pay for your purchase? Music should learn from the game. Originally included in the United States, the game is a stand-alone payment. But in the Chinese market, break yourself, innovate, game free, value-added service props to pay. The music market has to think about the same thing. Music, the business model of the industry chain, needs to break the conventional line, has been to the mobile internet age, the way music spread, the user for what things have changed. Very direct, operators have money, we want better and operators to cooperate, through and operators to provide users with real value, can not hurt the user because of the business model. At the beginning of this year, many meters and Unicom launched the 8-yuan package, many meters of music to listen to the song flow does not cap, in addition, many meters and three operators to cooperate to provide users with ringtones. These collaborations and services are more than just a choice for more than a meter of users. But at this stage, the member service (directly to the user charges) more need to see the development of the whole industry, more than meters to take a more cautious attempt attitude. Of course, many meters of these business models are still in the early stages of comparison, we are still groping and trial and error. Do the social music you see YY, see Sing it, all make money, although they are not pure music service, but their way of doing music gives me great inspiration. Music is in fact a kind of meaning is the user between an emotional, emotional deduction. Think of this, on the mobile side to do a community-based, song, user interaction,It's a good way to communicate feelings and let users go to music-interactive communities. At the end of last year, many meters based on user-generic songs and user-created content to form a community and share, through this model so that users can hear songs to reach emotional transmission and arrival. Now there are a lot of ways to listen to songs in the mobile end: They search songs, listen to their own downloads to local songs, see the list to listen. Dom also did a situation where you could listen to a friend's recommended songs anytime, anywhere, on the mobile side. On the other hand, the user can interact with the person who listens to a certain music talent, and can also share it with other friends. Users in the process of looking for music, listening to music can feel the transmission of emotion. In this way, Dom from a simple music player, to the user alone to enjoy the atmosphere of music, to the direction of music social change. And the industry, like many music services companies, now more than a meter of revenue mainly from the carrier cooperation and brand advertising revenue. In the future, if mobile music penetrates into the user's daily social life, it will be necessary for users to pay for it. Mobile Internet users can enjoy the service anytime, impulsive consumption will also be a big market. (Ningmeng)