News app tricks into mobile internet portals

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Today, the most competitive mobile internet market is a news client, the four major portals you come to me, vertical media performance, the paper media actively respond to be unwilling to do, news aggregation mode of rising. News app entry threshold is low, whether or not a team of journalists can enter, mobile Internet development accelerates the news media industry changes. News has the characteristics of immediacy, fragmentation, personalized demand, paper media and the Internet are not the best carrier of news, with portable features of the mobile phone is the best way to read news.

Four portals you come to me

Mobile Internet development So far, most of the media have been aware of the importance of preemption mobile end, four portals have been moving the end you come to me to launch a fierce market competition. July 9, NetEase Portal Mobile General manager Xu Shi revealed that NetEase News client user volume has exceeded 120 million, daily active users reached 40 million; January 25, Tencent announced that Tencent news client users have exceeded 200 million; April 24, Sohu announced today that its mobile internet products Sohu News Client user volume exceeded 100 million, become the first user of hundreds of billions of news clients; May 13, Sina announced its news client user volume has exceeded 42 million, daily active users more than 20%, retention rate of 82%.

Four major portals have a strong editorial team of journalists, with the major media to maintain good relations of cooperation, continued in the field of Internet news advantage. From the installed capacity, media relations, content construction of the four major portals have established industry barriers, but the four major portals in the mobile news end of the development of different ways. Compared to speaking, Sina has Weibo advantage, Tencent has micro-credit advantages, so Sohu and NetEase in Mobile news end performance more positive, and has achieved good results. The competition between the four major portals surging, NetEase and Tencent in April also broke out a fierce conflict.

Vertical Media

Compared to the four major portals in the field of mobile internet scenery Unlimited, vertical media is relatively normal. Vertical Media content more professional, more specific, more depth, content is not fast, so it is not suitable for ordinary users to read, due to the limitations of vertical media information, the general installation volume is not high. Conversely, it is precisely because of the professional characteristics of vertical media, although the number of readers can not be compared with the four major portals, but the average reader's "quality" is higher than the four major portals. Download Auto is more than a car interested or have recently bought a car idea of people, download billion states, the generation of many of the electricity industry practitioners, download Zhongguancun are many digital enthusiasts or have the need to buy digital products. In terms of collation, vertical media in the field of mobile Internet performance. In addition, now the four major portals also see the market value of vertical media, has launched a vertical type of news app, such as Sohu it, Sina Finance, NetEase car, etc., formed a news product matrix construction, trying to cover users in Multi-directional.

Paper media response not to be outdone

The development of the Internet has a huge impact on the paper media, from the early four major portals, to vertical media, and to the recent media, the paper media is gradually being overturned, if the mobile internet market, the paper media will be accelerated decline. Mobile Internet is the trend, the paper media can not reverse the development of the Internet, and now is not able to reverse the development of the media industry on the mobile internet. So now there are more and more paper media to launch their own news app, such as business value, the first financial weekly, daily economic news, 21CN, Beijing, and so have a certain influence state-level media, as well as the city of Chu days, Yangzi Evening News, Qianjiang Evening news, such as local-level media. In addition to the creation of the app, paper media and the four major portals and other sites to cooperate to launch a media subscription function, in addition to micro-blog, micro-letter on the establishment of official account, and gradually put the paper media network, looking for a comprehensive transformation opportunities.

News aggregation rises in the ascendant

In addition to the media team has been actively catering to the mobile Internet development, some rely on news content of the news aggregation app also emerged, and achieved a good development trend. At present, Baidu News, search for Yue, today's headlines, fresh Fruit network, Viva Chang Read, Zaker, Flipboard and so on have achieved good results.

Because Baidu occupies an absolute advantage in the field of the Internet, so that Baidu News has a very high news discourse right, major news media sites need to see the face of Baidu News, in the event of which day annoying Baidu is likely to be off the news source, so that the site lost the flow of Baidu support. And in the mobile end, Baidu News does not have the advantage, the news client installed capacity and four major portals have a gap, this is mainly because the current smartphone by the app-led, web pages do not fear the advantage. Although Baidu News in the field of mobile Internet is not as important as the Internet, but because of the brand advantage, Baidu Mobile news still achieved good results. Baidu Mobile end of the news model continues the practice of the PC, aggregated by Baidu included media information, through the news app presented to the user.

In the near future, the search engine is also a strong launch of its mobile end of the new app-search Yue. Because the search does not have four major portals and Baidu in the traditional Internet media accumulated resources advantage, so the search in this new news client search Yue in the positive attempt to innovation and integration. The new version of the search with news aggregation, dual navigation bar, media subscriptions, content search, information dissemination, comment interaction, social sharing, from the media column and many other functions, users can be set according to their own needs. Search for the search for Yue positioning in the "let users dominate the news", the entire app building to user participation as the core, to enhance the weight of comments, sharing, the user as a news participant, not just news consumers, the move is to challenge has become the public opinion of the micro-blog. To see the micro-letter restrictions on the public platform, there are plans to build from the media column to the micro-letter competition, since the emergence of the media again to the traditional media impact, the search from the media potential, is currently in the micro-letter 5.0 will be hit from the media rumors around from the media large. In addition, it is worth mentioning is the double navigation bar set, the aggregation of micro-blog, video, related news, encyclopedia and other information content, user-friendly to be interested in the news to do in-depth understanding, is a news app in a major innovation.

Today's headlines, fresh fruit, Viva, Zaker, Flipboard are news aggregation app, and have a good installed capacity. Viva Chang read to aggregate magazine content mainly, today's headlines, fresh fruit network, Zaker, Flipboard are mainly aggregated current affairs news, and can bind users of Weibo, everyone and other social accounts, complete one-stop reading. Their general function is similar, but the content aggregation direction and content Choice Village differences, and the UI is very different, overall the news aggregation software UI effect better than the four major portals and unique, so they also attracted a large number of loyal users.

Conclusion News app has become a mobile internet portal

Micro-credit, micro-blog has become the mobile Internet, the two major portals, the importance of browsers in the mobile Internet area has declined. According to Cnnic's latest "32nd China Internet Development Statistics Report" shows that up to the end of June 2013, Internet News internet users reached 461 million, netizens to the network news utilization rate of 78%, is both instant communication and search engine after the third largest network applications. China's overall internet users are 591 million, mobile phone users accounted for 464 million of the overall 78.5%, the proportion of mobile phone news use of the number of 362 million, market space is very large, the opportunity is also very much, the next news app mobile Internet portal will become increasingly fierce. The mobile internet will accelerate the change of media industry because of the coexistence of various content output forms of media, paper medium, and social media.

Wen/Wang Liyang