How to make the commercial plan of news client

"Guide" News client peak battle menacing, the portal site in the mobile Internet competition after nearly two years of fighting, finally entered the run-off. are mobile internet times, how will these news clients make commercial plans?

The portal wants to reverse the attack on the mobile internet, so the news client is on fire.

Sohu said, my news client installed capacity over billion! NetEase said, my news client installed capacity over 50 million! Tencent said nothing, referring to the micro-letter Tencent News Plug-ins. According to Tencent, the current micro-trust users are close to 400 million.

In the face of Tencent's "ticket" of the enemy, the three portals are really ready to reverse the attack? The answer to this question may now seem to be negative. Because the status quo and trends do not support the reverse attack said. First of all, there is no news client in the user's penetration rate has an absolute lead, and then the client product content, users or business models have not found a very clear subversive momentum of development.

All mobile internet age, also play a huge amount of information?

Let's talk about the recent experience of using each product. Although everyone said the news client is too homogeneous, but after use you will find that Sohu News client is very special, a news can be in different channels and access to see many times. This is Sohu's subscription model brings the biggest trouble, the more high-quality content, repeat the probability of occurrence is greater. And in this obsession is reflected in the product logic of the problem, the news client into a mass of information products to meet the needs of mobile phone reading? Is Sohu news a news platform or a subscriber?

There is no doubt that the large data age, the information is too large, mobile phone screen is too small, users need only really valuable content. And the value of the content should be from two latitude to solve, the first is a professional content screening and production team, that is, professional editors do professional content, the second is professional technology, such as through large data mining, user relationship chain, to help users find their content of interest.

Original content in the portal has not come out of a particularly clear road, so in the news client can only be a little bit, like NetEase to do some jokes, Tencent to do some live is more daring to try, but the effect may still be passable. Therefore, the information of the professional, accurate problems in this platform information products more rely on technical means.

So, such as data mining, personalization, the original has become a news client recently discussed more than one topic, although the big data in the mobile phone application, the protection of privacy, and other issues have not found the final solution, but the direction is the basic consensus. For example, NetEase said that the future may be to create hot content, content scoring system, which is based on the combination of user and relationship chain technology solutions. But this is only embryonic, more prospects or based on the vast number of users and relational chain of data mining, this is the advantages of Tencent, but also a few other worries.

So the subscription is not wrong, but simply put the RSS on the news client is this rule set up? The premise of the Sohu model is that the user is very clear about what they need, but the actual situation is obviously not the case. Therefore, the news client needs to solve is, how to really put the user needs and content combination, the difficulty is that sometimes users do not know what content they need.

Commercialization？ Advertising or advertising?

Commercialization is the ultimate proposition of every product. But the problem is not who gets up early.

NetEase News client in more than a year before the first Test water mobile advertising, mainly to open the screen, focus on the head map and other brand display ads, which is typical of traditional media business model.

Sohu News Client is an open strategy to open the ads to third-party media to attract third party to the Sohu News client, and further enlarge the platform. In contrast, Sohu seems more complex, but it is the same nature. This pattern is actually like a huge bubble, paradox that Sohu blows up. Because the real situation is that the user experience is hurt by advertising, and even if the media can be divided into the traditional strong media, since the media, the weak media is still flooded with mass media.

The core business model of advertising as a news client is a great underestimate of the value of the product, and it is even more likely to ruin the future of the product.

Another look at Tencent, do not know is rich or rich or planning a big game, Tencent for news clients This product has not revealed the slightest commercial plan. However, the existence of a product is certainly the ultimate goal of business. The author notes that unlike other portal sites, Tencent is doing mobile media products in fact, not only the news client, brother products and the choice of shares, watching games, readers, there are signs that Tencent seems to be in the news client this platform, the derivation of more vertical field of information applications, And this relatively focused and small crowd, pay and commercialization opportunities are also clearer: for example, in the film's professional applications to provide ticketing services in professional sports information products to provide ticketing services. Of course, all of this also needs to build on the basis of large user, it seems that the road needs to be very long.