Mobile phone reading potential operators should take the copyright protection as the cut-in point

China Research Bofeng Consulting Cao Yongsheng Book publishing industry has developed from the traditional publishing industry era to the electronic era of personalized distribution. The entire publishing industry chain has undergone tremendous changes. The traditional publishing industry is from writers through publishing houses, newspapers, magazines, through the printing plant, distribution and logistics channels, and then through bookstores, kiosks retail channels eventually reached the reader's hands, and each link contains many different combinations of labor. And in the electronic age, the entire industrial chain has begun to flatten, the author and the site undertook most of the work.　　At the same time benefiting from the electronic age of mass storage and personalized distribution, the long tail began to appear. China Research Bofeng Consultants After a study that: mobile reading in the user's reading mode of the proportion will gradually increase.　　Operators should actively rely on their own network and technical advantages, to channel providers and the role of copyright protection as a starting point, relying on the content of the two development capabilities, to develop into an industry integrator. Mobile phone reading potential in the traditional publishing industry, the cost of intermediate links accounted for 35%, inventory sales are 1:1, 95% of manuscripts can not be published.　　Moreover, the prices of books are getting higher, which is not conducive to the development of reading industry. Compared to the traditional publishing industry, the electronic publishing industry has three major advantages: 1, the publication threshold is low, all professional author and amateur author's works can meet the reader in accordance with the law; 2, the market feedback, the quality of the work is no longer rely on the professional judgment alone, but through the real market reaction to judge the quality of the work; 3. Low transaction costs, no need for printing, no store, no waiters ... Users can easily and quickly search their favorite novels.　　These three points make the electronic publishing industry a bigger share of the entire publishing industry. "In 2009, China's first appearance of electronic publishing scale and the scale of the traditional publication, the scale has reached 75 billion." "But most of the income is Internet revenue, and even in the reading of mobile phones, the income of the mobile newspaper accounts for 91.7%." The Ministry of Industry and Telecommunications Institute data show that by the end of 2009, the National mobile phone reading market active users have more than 155 million.　　But the number of mobile phone readers accounted for about One-third, and most of the users were mobile users. In the electronic publishing industry, PCs and mobile phones are the main ways to read. Because of the late development of cell phone reading, both the number of users and the size of the market can not be compared with PC reading, the number of people through the mobile phone reading only through the number of PC readers One-fourth. But 33% of mobile users and 95% of mobile internet users are willing to use fragmented time to read mobile phones.　　From the perspective of Japan's development, 2008 years sales of the top 10 novels, mobile phone novels accounted for 7.　　The development potential of mobile phone reading is very large, it is expected that by the end of 2011, the number of domestic mobile phone reading will exceed the number of PC readers, as value-added services will exceed the size of the music business.　Copyright protection is the entry point for operators to enter the mobile reading industry　Copyright is the key to the healthy development of the industrial chain, and the healthy development of the industrial chain is the basis for the operators to develop their mobile reading business. Because only the healthy development of industrial chain, the industry can provide excellent content and timely updates, and only in this way to attract a large number of electronic readers, so that the entire industrial chain healthy development.　　Therefore, whether the copyright can be protected is the whole industry can exist and development of the cornerstone. Mobile phone reading as an application of wireless network, operators can provide telecommunications level of copyright protection of electronic works. This is also the best way for operators to cut into the industrial chain. As the existing Internet reading site is also in the establishment of its own WAP site, hoping to open up the field of mobile phone reading, and on this basis to develop a number of copyright protection measures. But it is difficult to read the copyright protection measures provided by the website to match the measures provided by the operators. Therefore, operators naturally occupy a favorable position in the electronic reading industry chain.　　and read the website also hope that operators can provide them with telecom level of copyright protection, maintain the healthy development of the industrial chain. Integration is the key strategy for operators to develop their business first, through the content of two development to enhance the attractiveness of the current electronic publishing industry after 2000-2006 years of multifaceted, the beginning of the Chinese network with innovative business models and content creation incentives to become the industry leader. Other original literature sites, such as the Banyan Tree and the Magic Sword Book League, also have some fixed customer base, and have cultivated a group of grassroots authors. For example: I eat tomatoes, forget language, Aye, Dream Machine, Yan Lei, etc., this batch of authors also have a number of fixed readership. The main factor for the success of the Chinese web is to serve the author, thus providing the reader with excellent content.　　This is particularly worthy of operators to enter the mobile phone reading industry chain in the process of reference. After the operators cut into the mobile phone reading industry chain, relying on its own value-added business system, through the publication of entity books, development games, film and television and so on, the novel, comic content of two development, enhance the profitability of content, increase the attractiveness of the author, so as to gradually increase the impact on the mobile phone reading industry chain.　　Based on this, strengthen with the novel site and other SP cooperation, the SP integrated into the operator's mobile phone reading industry chain. Second, through the provision of a good business experience to attract readers survey, the user is not satisfied with the first three reasons for mobile phone reading is: 1, download slow (more than 30%), 2, the charging mode of concern (more than 25%), 3, reading software to start slow (nearly 20%). Compared with other links in the industrial chain, operators have more advantages in solving these three problems.　　Operators through targeted business publicity, to attract readers to their own platform to see the novel. By attracting the author (content) and readers (users), to enhance the operator's right to speak in the industry chain, and gradually integrate the existing reading websites, directly introduce the existing industrial chain management experience.　　Will read the site as an operator of the SP, rather than the operator as a reading of the channel, in the development of business while enhancing the control of the industrial chain. Mobile reading industry has great potential, operatorsIn the industrial chain to occupy a favorable position, although a late start, but can be through copyright protection into the mobile phone reading business, through the content development to enhance the attractiveness of the author, through quality service to enhance the attractiveness of readers, thereby enhancing the impact on the industry chain, integration of mobile phone reading industry chain.