Huawei Software reads: not blindly following

At present, the mobile reading industry chain is still in a disjointed state, including terminal, software and network operators, including the industry chain members more often in their respective areas of development. In this respect, Huawei software company vice President Huang in an interview with C114, said: "How early to achieve the integration of value chain and key technology breakthroughs, the mobile reading industry is really strong must overcome the difficulties." In the future, the trend of the development of mobile reading industry should be gradually developing to the subdivision direction. "90% books will be out of the network version with the development of the Times, people's reading habits also change."　　From the old age of paper-based reading to the subsequent web reading, to today's mobile reading era, people's reading patterns have changed dramatically, and mobile reading has made readers realize the experience of seamless reading anytime, anywhere. Huang points out that the benefits of mobile reading are many. For example, mobile reading can promote the full use of content resources, so that users more convenient access to content, and gradually form a new channel of promotion; Secondly, through mobile reading integrated electronic publishing industry, can create a digital publishing new media, to achieve the traditional newspaper, users, operators win three wins situation;　　Mobile reading can also integrate educational industry resources, do the publishing and management of electronic textbooks, and combine mobile reading business with industry application. "The advent of the 3G era, for the development of mobile reading industry to provide a accelerator, so that the page clearer, more smooth, more capacity, terminal more popular, cheaper." However, the integration of valuable resources is still critical, including business value, business environment, solution platform, attractive products, rich content and so on.　　Huang stressed. For the mobile reading market, Huang Ji predicts that over the next 5 years, more than 30% of mobile phone users will be reading e-books and digital newspapers via their mobile phones, and that by 2020, our digital publishing sales will account for 50% of the entire publishing industry, and 90% of the books will be published online in 2030. [Page] domestic e-book format standards need to be unified although the mobile reading industry has a bright future, Huang still believes that there are still many important problems to face in the mobile reading industry.　　At present, the mobile reading industry chain is still in a disjointed state, the phenomenon of each other is more common, taking e-books as an example, China needs to unify the standards of E-book format as soon as possible. According to C114, Epub is currently the most widely used standard and a global open standard, and became the official standard for the International Digital Publishing Forum in September 2007.　　The terminal that meets this standard can be used to display the text in the most readable manner according to the characteristics of the reading device.　　Currently the most common international format includes PDF, DOC, TXT, HTML, AMZ (Kindle Private agreement, not open standard), and enterprise custom standard format includes MEB, UMD (Palm College), Jar (SUN), CHM, Azm. In addition, the United States Publishing Association members launched a multi-party cooperation to promote its E-book format standard Adobe gradually industry, and in the northThe United States and Europe have been gradually adopted by content operators, and the Asian market has gradually accelerated. Huang that the standard of E-book format should be unified as soon as possible. The unified standard can effectively reduce the production, distribution, marketing and other aspects of the cost of expenditure.　　The numerous standards are not conducive to the dissemination and reuse of content, unified standards can promote the establishment of the overall advantages of Chinese publishing. User experience is the key to the industry chain, Huang pointed out that the mobile reading industry chain includes chip makers, screen operators, software providers, content providers, product operators and operators. Industry chain manufacturers organically together, mobile reading industry can quickly and healthily development, and then the quality of mobile reading products to consumers.　　Finally, a good user experience generated at the consumer end is the key to industrial development. At the End-to-end solution provider's perspective, Huang that the future mobile reading terminals should not only have a stylish appearance, color display, friendly and convenient UI operation, dynamic rendering of reading content, and playback of the screen, access to content convenient, fast information retrieval capabilities and other multi-functional, but also should have low energy consumption, super long standby, Flexible access to the network and other new features.　　[Page] Mobile reading should be subdivided for the future development trend of mobile reading industry, Huang said, the mobile reading industry model includes content + terminal + operation, the future trend should be gradually to the subdivision direction, for different customers and content to apply different development strategies. "Education, government affairs and so on are more typical market segments." For example, in the education industry used to teach electronic schoolbags, government documents of party organs, and electronic folders of policy learning. In addition, multi-screen integration has become a trend of mobile education development, such as upstream content supply, hardware and software integration and downstream network interconnection. Take learning machine For example, its market competition is increasingly white-hot. If the communication module is increased, the difference can be highlighted to further meet the needs of users to open and expand.　　"Huang said.　　Huang depicts the blueprint for future mobile reading: First, users can connect to a data server at any time, any location, through 2G, 3G, or WiFi networks, easily acquiring book content or interacting with book-friendly communities.　　In addition, the future can also achieve book-oriented recommendation, the establishment of user reading behavior analysis model, the use of the model of the user's portrait information and Reading behavior analysis, to recommend books for users. "There are three screen interactive reading, users can be based on time coordinates, from the reader, mobile phone, PC Select the most convenient screen to read the same book continuously." "Huang said. [Page] Huawei's foray into the electronic-reading market is C114 that Huawei has successfully entered the mobile-reading market. Huawei has worked with partners to develop and sell e-book products that are customized for the operation.　　But Huawei is not looking at the end of the market, but positioning itself in the mobile-reading market to provide end-to-end solutions, and hopes to open up with the industry chain partners to develop a wide range of cooperation to promote the mobile reading market prosperity. Huawei intoMilitary mobile reading market is not a blind follow.　　Research institute DisplaySearch forecast that the E-reader market 2009 revenue growth of 265%, the global E-reader market shipments will reach 20 million in 2013, and the Chinese digital publishing industry will maintain annual growth rate of more than 50% in the next few years. At present, three domestic operators have begun to plan mobile reading business.　　March 2009, China Mobile announced that in the next 5 years will invest 500 million yuan in Zhejiang to build mobile phone reading base, custom TD reader, and in the content, terminals and channels for all-round expansion.　　At the same time, China Telecom Mobile reading business related technology and business norms have been completed, in the content integration has just begun; Although the current mobile reading industry is not mature, but it can be expected to develop a huge space. In order to make the development of mobile reading industry more standardized, the Ministry of Industry and Information Technology said that the Department will further develop the role of industry competent departments, and actively promote the "mobile reading Industry" related standards.