Gao, global vice president of News Corp: I didn't change careers.

Photo of Gao (Sina Science and Technology map) Special interview • Author/Zhang Yijun Gao has been in front of the media that he is a homeopathic people, do work to follow people, do the right thing, in fact he is a contrarian. Because Wu in the "Wind fly Dust" a sentence in the book: "I want to make Microsoft China Microsoft, but in Microsoft this huge giant ship formed under the highly bureaucratic system, it is too difficult!" Almost impossible! "He went to the then-perilous Microsoft, making Microsoft China Microsoft a possibility; In a complex and huge ecosystem such as multinational companies, China's president and the group's top management have layers of communication, while Gao is" upright "and has a" through train "with headquarters, so when he returns to Autodesk, In the end, it led to the establishment of the "China Special Affairs Committee", which established the direct communication between Chinese management and the top management of the headquarter. Like Mr Murdoch's invitation to Gao to take part in the theme of the internal senior managers ' meeting-"Imagining the future," Gao is not a man to imagine the future, he is a man who wants to create the future, his own future, the future of his business, the future of his service industry.　　Like his favorite decompression game--Weiqi, drop--Sketch a space and a placeholder that no one else can imagine.　　My main task is to understand the situation, look for opportunities digital business age: As a foreign capital of China's regional president, how do you position your job content? Gao: I used to feel when I was in it that, as a foreign company CEO in China, in addition to the necessary professional ethics, the first thing is to have a deep understanding of the country, companies and industries. And in this, the country is in the front. It's hard to be a good CEO if you don't know the country. So to grasp both as a foreign executive, but also a Chinese yardstick, to find the same place, this process is a particularly important part of this job. In the media industry, the understanding of the state, industrial policy and government is one of the most basic conditions for doing this job well.　　Of course, people often stay in one place longer, the more afraid to say how much you know about it, especially China, there are too many things to understand, there is always a lot to learn more about the part. Because the government is not only an industrial policy makers, it is also your client, throughout the process, the role played by the Government is not the same, constantly changing all kinds of changes, and in other countries to do government relations is very different. I do not agree with the government to do a good job by eating and drinking, as a foreign company in China, we must improve the entire management of China's business environment deep structure and situation of understanding, can read and grasp it, understand the government of a certain decision is how to come. In addition, the important part is the ability to innovate. In the context of industrial integration, you have to find your own business model, to a large extent, in innovation. Therefore, the understanding of national conditions and innovative thinking is the best face challengesCountermeasures.　　To put it simply, to understand the national conditions, to formulate strategies and to seek a total win. The digital business era: News Corp and China have been working together for more than two years, when many speculated that News Corp had really found a way to enter China.　　But now, there seems to be no special cooperation action. Gao: There's a process. Doing content in China is not only a business challenge, but also a move to be made in the framework of China's existing policies and regulations.　　How to find a good location and approach to the most advantageous content available to customers, but also a process. Digital Business Age: Before everyone would think that China should be the most important emerging market for News Corp.　　In the past year, News Corp in emerging markets more and more value India, its investment in India is also relatively large, do not know you have this feeling? GAO: China is still a very important market, and News Corp's commitment to China's development has never changed, which is a very important prerequisite for me to work here today. China's environment in the media industry is very different from that of India, some of the group's business in India has a certain scale, such as Star Television in India this year has been the 9th consecutive year ratings ranked first, it is simply India's CCTV, such a market size in the business to do some of the corresponding investment is also very natural. But the relationship between China's development and India's market is not a 0-and-one relationship, which does not affect News Corp's commitment to development in China.　　At present, we are mainly to understand the changeable, fast changing national conditions, to seek a win-win strategy.　　Running in the morning is like drinking coffee. Digital Business Age: Do you feel that getting into a media group is more challenging than your previous job? Gao: I think for so many years, if there is no challenge, stimulation, I am afraid the interest of work, enthusiasm is not so high. Love this job because of the challenge.　　This is a learning process, is a process of growth, a sense of achievement is the biggest driving force, the challenge is to love the work of a major reason.　　Digital Business Age: You and the business community more successful people, such as gates, Murdoch and so on have worked together, do you think they have any similarities and differences? Gao: I think the work is mainly two: follow the person, do the right thing. Being with people is about people who have an impact on industrial development; Perhaps the fate of the arrangement, just these years I and the business of these giants work together, and more interaction, in their body can learn a lot of things.　　I think it's much faster to grow up with people and with them.　　Digital Business era: You have said that you are a very human "leadership", so now you still nostalgia, miss at Microsoft days? Gao: My career started when I was 30 years old, and I've been reading, studying, and drinking ink. I miss the 28 months of working experience at Microsoft, and I appreciate the opportunity that Microsoft has given me, as well as the staff and the team,No, they can't have Microsoft China's 28-month growth performance. In 2000, Microsoft China ranked second in the "51 Best Companies in China" and ranked first among IT companies. In addition, the growth in business performance, the improvement of relations with the Chinese government, and the harmonious relationship between partners have occurred during my tenure, and I am pleased to make these contributions to Microsoft.　　I believe Microsoft will do better in China.　　　　Digital Business era: I heard that you often through the running to relax, through the go to temper mentality, insist on 6 o'clock in the morning every day to run five or six kilometers? Gao: My hobby is not good, but I pay attention to physical exercise, basically every weekend will be about Tian Ning, more time and Yang and other people play tennis. I like to bask in the sun, many people envy my healthy dark complexion. 6 o'clock in the morning the habit of getting up and running for 1.5 hours, I persisted for more than 10 years, no matter where I am, no matter how windy or rainy or snowy, even working at night to two or three o'clock in the morning will not affect the morning exercise. The greater the amount of work, the farther away the running. Before I came to Microsoft, I ran three or four kilometers in the morning and added six or seven kilometers to Microsoft. I want to relax by running, morning running is as important as coffee, necessary, a lot of idea is in the morning exercise, running is a good way to rest.　　[Page] The definition of it and the media has changed a lot. Digital Business Age: You have been saying that the future of the media industry will be a great change, then you understand the media industry in the future development trend?　　How is News Corp changing? Gao: The original Microsoft said "anywhere, anyone, anytime", the telecommunications industry has added a "any content, any device", so originally is "any time, any place, any person", now added a "any content, any equipment", Along with these things development, the IT, the Internet, the telecommunication, the media industry boundary began to blur, has changed its original business model. such as the Internet, the beginning is the browser and so on, has been doing mobile, advertising, and advertising to a certain extent, the traditional media business, China Mobile also entered the data business, it has never called its own operators, it calls itself the information provider, the information is driven by data, rather than the phone, And the data contains games, there are music and so on, and these areas are a kind of content, in fact, into the media industry, plus the original computer, such as Apple, before the computer, and today it gives you an ipod, ipod Money model is that you can download a lot of content, whether it is music, Short film or something else, in fact, this has entered the so-called entertainment media industry.　　The four major parts of the Yincuoyangcha have met the entertainment media.　　The age of digital commerce: what changes in the business model will be brought about by this trend in the media? GaoYao: Everyone is content provider, then everyone's energy is seriously dispersed, so everyone's attention began to seriously fragmented. When you search on Google, you can see any content, traditional media content may only be one of the choices, so the traditional media content monopoly and prestige has been broken by this way.　　Directly related to this is the advertising industry is fragmented, shared, divided by the Internet, there are mobile phones, as well as outdoor video ads such as the media. Traditional media business model is particularly simple, its model is to do content, through the broadcast carrier, and ultimately to the customer.　　On the one hand earn advertising fees, on the other hand earn subscription, or call a deposit, previously in the business model is 80:20 theory, and in today's digital content and attention of the fragmentation, that 20% of the peak of consumption will change the growth tail. On the other hand, when people's attention is fragmented, people gather again in other ways, but the way they get together is different. such as in a virtual community, such as people because of music in the MySpace cluster together, so that the myspace site into a music star platform, but not the record company, nor television. A ' min ' is a game in some way. Content in user consumption this end is no longer hanging in a tree, but there are many ways to spend.　　I may be a mobile customer in China, or a client of Apple's iphone, and the impact of this approach on traditional media is particularly strong, and the original monopoly has been broken. Digital Business era: The concept of community in the final analysis is still a circle of culture, must have the same hobby, at least have the same focus, people will gather here. MySpace in the United States is to want to play music has to go to a network platform.　　Is there a key word in China for the public to remember? Gao: Yes, there are many things about MySpace's success in America, and music is one of them, but the music part is the most prominent. You can Google any singer, his family, his fans, and all that gossip is almost entirely in the MySpace community. The same way to "Baidu" Chinese music, it is completely another situation, there is no concept of a community. The network must have the knot, the everybody condenses together. Just who can think of a better way to do it in the current situation in this industry. For MySpace Networking team, one is to have the viscosity of active users, because the Internet industry has been very rough today, there are a variety of traffic statistics, the reliability of these numbers is very poor. And real active users will bring it real value, this is a very important part. Another is the entrepreneurial company must be sophisticated operation, is the so-called cost multiplying, is the money to make in the blade, so that capital can play the greatest role. Third, there must be a localized team, because the local excellent staff will have a more in-depth understanding of China. MySpace from the music, is a global network community a very successful model, a case.　　There may be a variety of different network communities in China's success model, so people are exploring.　　Digital Business era: In fact, News group will not give MySpace network set a range, as you have just said, will not say what kind of circle must be done, or around a keyword, in other words, is not the content of the qualification. Gao: I think any qualification will seriously affect their creativity and the emergence of a new business model, the goal is clear, is the community, is gathered, as for what to gather, with what way to gather, I think this is a part of common exploration.　　What we have to do is to find a way together, the direction is right, and then execute in place to achieve the effect.　　The media need it people to join the digital business era: it, telecommunications, the Internet, the media 4 industries in the future may be more and more borderless, it is difficult to say who is in whose scope? Gao: It's natural, for example, that a telecoms company will grow dramatically when it's booming, but it will stop when it does, but it won't stop and it will keep people spending and digitizing. The digital nature will naturally enter into the content of the business. The same is true of oil-producing companies, where oil-producing companies take tubing to a gas station and end up with a consumer interface that is inside after you've been cut off by a gas station.　　The oil company refused, so it took all the gas stations, and the end customer part had to be my own interface.　　Digital Business era: So each platform must try to catch up with the terminal? GAO: Telecoms companies also have to do content, adding value in new ways, otherwise it has only infrastructure, and it's just a voice channel. The telecommunications industry has a considerable advantage, it has an online service system, there is a billing system, which is a very powerful place in telecommunications.　　It can be charged, any other company to do a fee system is not likely to achieve, you have to let it help you charge, to help you charge that course I will cut you a knife (refers to the middle of the charge).　　Digital Business era: information products have come to the era of user choice, not like the original media to push what users to spend what era?　　Gao: Yes, this is the Internet and the digital emergence of a major breakthrough, is the control of the original manufacturers and carriers to transfer to the user. In addition, the user can also have a variety of options, more importantly, the user itself is content creators. Everyone is a media, everyone can produce content. Digital carrier and digital content has a full impact on the traditional media business, which is very difficult, digital to a considerable extent, subversion of traditional media consumption. The commercial model of the media is advertising. So advertising this piece, the change of the advertisers of money directly affect the media industry. For example, when television and radio appeared, it did not seem that the original newspaper(Media carrier) replaced.　　But today, the convergence of the new 4 industries has an essential impact on traditional newspaper practices, such as the fact that the original newspaper's important advertising revenue is classified advertising, which is now almost entirely taken away by the Internet. Digital Business Age: Apple has recently produced new products, the prices of old models are all falling, and strategic leaders claim that his sole aim is to increase sales by cutting prices.　　Because, as you say, Apple is not just a terminal machine, it gathers its popularity while increasing sales. Gao: Apple's handheld new product offers a very good user experience, becoming Apple. Today's smartphones are capable and inconvenient to do, but Apple has an advantage, and its products are reasonably cheap. Whether it is from the operator to grasp, or in what way, as long as the occupation of people, gathered my popularity, everyone with my terminal to see content, this is very powerful. To achieve any time anywhere (can get information), consumption also increased dramatically, today people are a few screen lock, in which the mobile screen occupies a greater amount.　　Of course, there are new screens, like the reader from Amazon, which is a new digital reading terminal for you to read and read newspapers and magazines at anytime, while content providers are split with Amazon.　　Digital Business era: Amazon's terminal reader is imitating Apple's business model? Gao: Amazon offers reader, and the user experience is even better than selling books online in the past. It turns out that computers can read books. But many people say, who uses a computer to read books? Lying in bed is not convenient: painting how to draw, fold a page how to fold? Reader satisfies this requirement. Even when you annotate, you can communicate with many people on the Internet. This is the concept of a community where all kinds of people get together because of a book. Now young people know each other by discussing one thing online. Although I have not met, but it does not matter. We generally think that you do not know how to do not meet, but for young people, they think has done a lot of online ideological exchange, is already known.　　So the change is very shocking to the traditional media.　　Digital Business Age: Now it's easier to understand why when you first entered News Corp you claimed you didn't have a career change! Gao: Follow The Trend, follow the trend. Media, an increasingly digital industry, needs it talent. Because these industries in the past is separate, how in the future in the integration of new advantages, it is necessary to different relevant industries have different understanding.　　This requires someone from it, the Internet, telecommunications to the mass media integration to grasp the new industrial chain changes and changes in business operations, and in a timely manner to find their own advantages of the card position. GAO News Group Global vice president and News Group Beijing Representative office, but also as star Media China CEO, full responsibility for the Star Media collectionGroup's operations in China. Prior to this, Gao in Autodesk Company, Walden International Investment Group, Microsoft China Limited held senior positions.