Fake businesses or kill second-rate e-book makers

Chuang Fu Round Table

Chief executive officer of Ecapital Capital

Ran

Terminal equipment prices will continue to decline, only to do products will eventually be squeezed by shanzhai manufacturers, the only way to be sure to join the content platform.

GGV Capital

Jixun

The more popular the content, the more likely to be pirated, the less people willing to pay. In turn, the content of specialization, the demand for piracy is small, but someone will consider paying for professional content.

Qiming Venture Partner

Dong Shihao

If there is a relatively low price, between the mobile phone and the computer to provide consumers with an acceptable price-performance application, there is an ebook seat.

Red Wheat Software President

Liu Xingliang

If Han Wang is only doing e-books, then it is big companies but not giants, on the other hand, Grand is the same.

Analysys International analyst Zhangyanan

Some traditional publishers with copyright are wary of e-books, unwilling to publish existing popular content in electronic form.

Hanwang Electronic Chairman

Liu

ebook downloads are book and newspaper, which has 60 billion turnover a year! Being taken away by someone else is going to kill you, and the record market is not the same thing!

As VC, you are most optimistic about the e-book industry chain of what link? Why?

Dong Shihao: Watch some time, or more focused on the upstream panel, but we found that the panel's supply price is high, shipments are not very large, even the Amazon Kindle for its sales have never been published. So we are also looking forward to be able to like MTK such vendors out.

Ran: Terminal equipment prices will continue to decline, the content is constantly rich, only to do products will eventually be squeezed by shanzhai manufacturers, the only way to be sure to join the content platform.

Where is the tipping point of the e-book consumer market?

Zhangyanan: After years of development, the reader has made a certain development, such as Han Wang, academician, Dr. Yi has occupied a certain market share, but did not appear as influential as K Indle terminal.

Jixun: Detonation depends on the content itself must be able to have a very good charging mode, whether it is in the text of the length of the charge or the K indle charge mode. e-book to make the user experience feel particularly convenient, easy to buy content, download content convenient, easy to read, these must be able to do.

Ran: Although the ebook just opened a head, but the entire unlimited reading market is still growing fast, but users do not use electronic books? Or do you use a tablet computer? Or use your current phone? Finally, we are concerned about the unlimited reading market, not just a product category, E-books as a transition has a value, but the future will be with other products cross?

3 said that the digitization of books is a trend, the enthusiasm of traditional publishers involved in the E-book industry chain?

Zhangyanan: At present, some traditional publishers with copyright are wary of e-books, unwilling to publish the existing popular content through electronic publishing, resulting in a lack of content category of E-books, affecting the user's reading experience. However, in the future, with the continuous participation of the industry chain participants, especially the content providers, the content of the ebook will cover the network novel, prose, classics, education, information, news and so on to cater to the diversified needs of different users.

What if telecoms operators are involved in content operations?

Liu: We worked with Mobile for a year last year and felt he was very aggressive. T d is good and bad. The good thing is that users can use new things, and now it seems that one of the 3G killer apps is data, and bad things can be monopolies.

Ran: There will be opportunities in the future, including when it's a traditional book-and-video retail. Overall, I am not optimistic about the wireless operators directly to do this thing, from its industrial chain positioning, not suitable for it to do.

What is the current situation of e-book copyright protection? What challenges will it bring to the content consolidation side?

Jixun: I think this problem will exist for a long time and not be solved in the short term. But looking back at the so-called piracy of books, there is actually a problem of piracy. So the electronic itself does not necessarily mean that the piracy of content will become easier. I think this still depends on the price of the content of the rationality, if the price is reasonable, this thing can still effectively suppress piracy.

The internet is full of free concept, in the author's writing this piece we also found the case of the Ming Dynasty, the author's blog is free to read, consumers have paid to read the will?

Jixun: I think this is very interesting, from the content, the more popular content, the more likely to be pirated, the less people willing to pay. In turn, it is a smooth and regular sales of professional content, piracy demand is small, but someone will consider for professional content to pay. So I think the market itself will be divided into various kinds of content, such as content is a real-time and coherent content phased out, users have the willingness to pay. After the breakdown can be in the field of E-book reading to achieve the content of the cake how big, we have not figured out.

Ran: The future mainstream model is still users pay to read, paid reading will be the main industry revenue and support points, there will be no major changes, but some people will try new models, such as through free content, such as the placement of advertising or to drive other industrial chains. Paper book pay habits under the line has been developed, transferred to the wireless terminal, in fact, the pay-reading model is not difficult to form.

The future of winning the E-book market must be like the Kindle "content + Terminal" bundle mode?

Liu Xingliang: I am more optimistic about the Kindle model, content and the terminal to do together, the future of the E-book market giants must be both. If Han Wang is only doing e-books, then it is big companies but not giants, on the other hand, Grand is the same. Just for them, the problems they need to face or new areas are different.

Ran: In my opinion, winners are vendors with content platforms. This is divided into several modes, the grand content is exclusive, it has the opportunity to "content + terminal" bundled to achieve independent mode, and like Dangdang to assume the role of neutral retail platform, upstream to the end of the manufacturer, downstream to the content publishers open.

Jixun: Might as well change the angle to consider, the content has several kinds of cutting method, for example financial class management class, the network literature, or another kind of method namely is the content original exclusive, or the copyright collection way, see how integrates. From the business model, China is not necessarily the Kindle "content + terminal" mode, in fact, the charging model is more worthy of attention, which model can pry market sustainable consumption, then the market can go down.

How does the ebook dissolve the cottage predicament? Shanzhai ebook for the whole industry chain impact, more will be in which link?

Dong Shihao: Like the current mobile phone market, Nokia Samsung and Tianyu occupy the majority of the share, the rest is the pattern of stragglers, this bipolar market pattern is likely to appear in E-books. It is possible that Shanzhai products will kill an e-book factory at the middle level.

Ran: There will be a shock in the short term and I think the price of an ebook terminal will fall below 500. If it is such a market trend, I have a certain suspicion of Han Wang, if he does not have the advantage of the provision of content. As a listed company, the cost-benefit is open and transparent, which shows a disadvantage in competition with Shanzhai products.

Jixun: I think the e-book market is easy to Shanzhai, but the shanzhai is not necessarily bad, it will accelerate the development of the market, only rely on hardware is not easy to grasp the market, must see the content. Like Apple or Amazon, are both content and hardware, this is the ideal model, but there is a problem, you have to do both very well, the investment will be very large, whether it is hardware input, the content is very large, so I think the Chinese market starting from the content will be better.

Will the ebook tool become the MP3 of today?

Liu: and M P3 certainly not the same, in the music field to download the copyright of MP3 is not very important, is because the singers are self-employed, their profit model is also quite stable, concerts and other performances, advertising endorsements become their mainstream profit model, music became a means of publicity, the loss of a bit does not matter. But the ebook downloads is the book newspaper, this one year has 60 billion turnover! Being taken away by someone else is going to kill you.

Will e-books be replaced by tablet computers?

Dong Shihao: The key or the price, if there is a relatively low price, between the mobile phone and the computer to consumers an acceptable price-performance application, there is an ebook seat.

Jixun: I think the reader will be a niche market, more of a market driven by reading content, just as the Apple iphone is successful, but someone will buy ipodshuffle because it's easy to carry and easy to run.

Liu Xingliang: It can't be said that E-books are being replaced. After the end product convergence trend will become more obvious, you can not clearly define the hand of this machine is a mobile phone or an ebook or MP4, in your hands it is a terminal of application value, look at the consumer demand direction.