KakaoTalk revelation: From selling games to selling content

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[Guide] selling content is far less profitable than selling games, but in terms of digital content sales, the market is far from developed.

When the KakaoTalk platform for communication applications benefits South Korea's many mobile game developers, can its newest content-selling platform kakaopage the people who produce the media content? This is another new topic to look forward to.

While it can be foreseen, selling content is far less profitable than selling games. But in terms of digital content sales, the market is far from developed. Perhaps Kakao's attempt could push the market forward a few paces ahead.

Why is digital content channel difficult to build?

Kakao in the introduction of digital content production and sales channels Kakaopage said that within three years, the platform will produce more than 1 million profitable partners. This is a great plan. Relying on its own 70 million users, in the context of the success of the game platform, the value of the channel to fully play is a natural next step, but also faced with some challenges:

• High requirements for product content experience. Unlike simply browsing the Web, you want users to read a magazine or book in depth, and face the details of many product experiences, such as typography, flipping pages, annotations, labeling, synchronization, and so on. Because the Kakao itself provides the content production platform, the third party uses this backstage edition to be convenient, the release process is simple and so on is the question which needs to solve.

• The standard of product pricing varies. Unlike traditional content selling, the pricing of digital content has huge disparities both abroad and domestically. What kind of price is approved by the reader, the copyright and the channel side of the opinion is often inconsistent. Readers often face confusion.

• Apple controls are strict in terms of payment. Apple has a very strict standard for selling digital content outside the App store, as it involves Apple or Google (Weibo) 's system-level channel control. Slightly careless, the product or will face the risk of a shelf. Apple, for example, is not allowed to provide a link to the app, which means that all content applications, including magazines, newspapers, books, music and audio payments, must go through Apple's App Store channel.

• Content marketing needs to be planned and packaged. As the Kindle offers from the publishing channel, although individuals can bypass Third-party publishers directly selling content, but there is no originality in marketing planning, in the vast number of digital content, want to let readers find and willing to buy, the driving force behind is still insufficient.

In fact, Apple itself in the digital content channel sales, although music and e-books after a long accumulation of good development, but as the newspaper and magazine stores are flat, various types of magazines download and reading experience is very different, it is difficult to form a unified good reputation.

Today, when a social communication application is involved in the field, what kind of approach does it use to make a different content channel and whether it is as good as the game platform, the process is difficult to pre-contract. But the boldness and speed of providing a platform for Third-party content is commendable.

Does the micro-letter follow?

In fact, as early as last July, the Japanese mobile communications application line has announced that it will be expanded into a platform service, named Linechannel, covering the services involved games, coupons, digital music, e-books, virtual currency and so on. Last November, Kakao also said it would launch a store selling digital music and E-books. Now, along with the introduction of Kakaopage, this step is finally the first results.

In the latest version of the 4.5 edition, the focus of the domestic micro-letter is that it has not followed line and Kakao's product line and has not shown the trend of promoting the sale of games or digital content.

From the new features in the micro-letter 4.5, such as real-time intercom, music recognition and speech recognition. Each step of the micro-letter, in addition to the "platform" direction, decides that its next step is based on the possibility that the user is digging through the use of micro-letters, and then the micro-trust team evolves some new features. It is said that the starting point for the introduction of real-time intercom function is to meet the use of micro-trust team scenarios.

From another point of view, the micro-letter also need to rely on Tencent has accumulated various aspects of product or technical resources. For example, speech recognition and song recognition function, all from the Tencent Institute Pattern Recognition Group of the previous years of technology accumulation.

And in the provision of digital content for third-party sales channels, whether the domestic development environment, including payment, copyright or content conditions, or Tencent has accumulated experience, are far from the formation of an outbreak of opportunity. As a result, micro-credit is less likely to be a formal "content store".

But that does not preclude third parties from doing more exploring the use of micro-credit public accounts. For example, personal media micro-credit account "cloud technology" in the content page to add ads to earn revenue. Digital reading products watercress reading and byte societies are using their own micro-credit public accounts to push some e-books, users can jump into some payment pages directly to buy books. In addition, some E-book application content may be shared with the micro-trust friends or friends Circle, to form a number of promotional.

As for whether and when the different attributes of the micro-credit public accounts to provide the same personalized features, such as allowing readers to directly in the micro-letter to complete the book reading. Third parties want to rely on the micro-letter, but also need to use their own product user scenarios to prove that all this is actually driving value.