On the dilemma of mobile internet and new media

For a long time, we look at the mobile internet, like aliens looking at the Earth's animals, far from looking at the difference between people and pigs, but one kind is four legs walk, one is walking on two feet. When the novelty of the mobile internet is not understood, people naturally use the past experience to see, some people will be positioned as the extension of the Internet and supplement, is an integral part of the Internet, is the Internet. Such a guiding ideology, the mobile Internet form, mode, business model are naturally want to move from the Internet, this thing, from the first 3G network business in October 2001, until now this kind of thinking, penetrate the various fields of mobile internet, but also penetrate into the new media field. Today, China, and the world does not have a very successful commercial new media, most of the traditional media to the new media transformation is not successful, to a large extent, this is the cause.

What is mobile Internet? Mobile Internet this child, although it has a great relationship with the Internet, even with the internet gene, streaming the blood of the Internet, but it is not the Internet, it is a child with new life, it will surpass the Internet, beyond those have become a set of thinking and patterns.

I think the mobile Internet is a high speed mobile communication network, intelligence-Yong terminal with intelligent induction ability, new business, business management and billing platform, customer service support platform together to form a new business system. Mobile Internet has some traditional internet genes, but it has its own characteristics:

1. Relatively closed network system. Mobile Internet network is not a free and open platform, it is a relatively closed network system. Based on mobile internet platform from the first day is to have the control ability, the user also knew that it has the control ability, the user uses the attitude very different. A simple example, on the Internet, users receive spam, users are not satisfied, but the user knows that the Internet is free and open, no control, so users with the deletion, can only forbear. Mobile Internet, users receive spam messages, users are required to manage operators.

2. A huge bottom-up user base. The Internet era of user groups from the top down, the earliest user groups are knowledgeable people, rich people, age is also relatively large. Mobile Internet User Group is a very different user base, the earliest use of mobile internet, there is very high infectivity and adhesion of the three low, low education, low age, low-income. This crowd is because the mobile learning threshold is lower, the price is also low, there are communication tools closely linked to the mobile phone has a very strong sense of dependence. For many migrant workers in the field, they need to communicate, communicate, help, they need love, need a normal sex life. The only tool that ties them to the world is the phone. Smartphones give them more opportunities to learn about the world. So they are the most sticky mobile internet users.

3. Wide-area ubiquitous network. In any part of the social life, there is a two-way network of communication, once unimaginable, but also created a huge opportunity. Even in the era of the Internet, anytime, anywhere, the shadow of this thing is impossible to imagine, wide-area pan in the net let anytime, anywhere, the shadow of the possible. This also makes it possible to have a large number of immediate business and communications. Today, almost every news event may be immediately sent to the microblog, each event can be spread at the first time, this is the role of wide-area pan-net.

4. Mandatory. We were forced to carry a cell phone and we were forced to receive information. Today mobile phone is far from a communication tool, it has changed from communication tools to all of our social relations. Cell phone with our body temperature, has become an organ of our bodies, become part of our body. We rely on the mobile phone we have to carry all the time, and I'm more sensitive and picky about it. In the internet age we can tolerate ads on the screen, large screen, for our interference is low, we do not open the computer, advertising does not affect our normal life. Smartphone era, we were forced to carry a mobile phone, as long as the bell rang, we have to look at the mobile phone, a high degree of caution, strong force. If a lot of ads are transmitted through smartphones, users will be annoyed.

5. Always online. Smartphones have been done for 24 hours online. Before the service, in addition to telephone and SMS can be done forever online, no internet service can be done forever online, never turn off the computer, this matter can not be done. Never turn off the phone, which has become a possibility. Instant communication, the Internet again good real-time tools can not do, mobile internet era, forever online is quietly changing this pattern, QQ again strong, it can not let users shut down the computer can also receive information. Micro-letters are received to remind.

6. Viral transmission of information. Once the dissemination of information is a little to many points, two times the spread is a very difficult thing, so it is easy to control the public opinion. The Internet age information has been the spread of viral, that is, from a point of transmission, and soon to do a lot of divergence. Mobile internet age, mobile phone is forced to carry, information is forced to remind, the network is ubiquitous network, mobile phone is always online. Information is more likely to be as fast, widespread, and wide spread as a virus. Because the dissemination of information, many are based on social relations, such as their friends, their colleagues, classmates, friends, phone book members, to a large extent, the audience more trust in the reliability of information.

7. Security is more complex. In the Internet age, the computer is a scientific research and Office tool, it and personal life closely linked to a far less than the current smartphone high. Smartphones have been a part of people's lives, and it is carried at any time and anywhere, is always online, more likely to expose people's privacy, but also more easily become a security risk. Smartphones can easily divulge users ' phone numbers and friends ' phone numbers, can easily leak messages, and can reveal images and videos in mobile phones. These can easily pose a security threat. More complicated, the smart phone GPS positioning function can be very convenient for users to real-time tracking, which information is comprehensive and complex. But the electronic payment ability which is forming in the smartphone, the remote payment password leaks, the Near field pays the security hidden danger, makes the smartphone not only is a convenient tool, it also is becoming the grenade, brings the huge question to the social life security.

8. Occupy User Time fragment. The traditional information dissemination is a little to the multiple point spread. Television era, the use of time is very concentrated, prime time, ordinary times, garbage time, user time has become the most important TV competition resources. Mobile Internet age users anywhere with a smartphone, can also use anywhere. The first thing in the morning is to turn on the television, now the first thing in the morning is to watch mobile phones, even sitting on the toilet, eating time there are many people in the use of smart phone to take the bus, the subway can be seen everywhere with smartphones in the hair microblogging, micro-letter exchange, play games, Even in class, housewives use their mobile phones to watch videos while washing dishes. and 2 o'clock in the morning in Weibo is not difficult to find people who have insomnia. The use time of mobile internet shows a tendency of fragmentation. You can see the user in use at almost any time. The user's leisure time is filled up.

9. Identification System. Compared with computers, mobile phones are more intimate and related to personal identity. Smartphone phone number is an identity, if the real-name system is widely used, it may also become a part of the credit systems, in many banks and payment systems, mobile phone recognition has become an important identification mark. This means that the information in the smartphone age can be more accurate and more directional. At the same time also has a higher harassment, more likely to arouse the user's disgust.

10. Positioning System. Mobile smartphones, GPS Beidou satellite positioning, as well as through the base station positioning, the first time that the phone has the location of the function, anytime, these features so that information can carry location information. Whether it is micro-blogging, micro-letter applications, or mobile phone photos, are carrying the location information. These location information makes the information more accurate, and also produces many location-based services.

11. Business Management and billing platform. Compared with the traditional internet, mobile internet has always been a platform of cloud tube-end integration, it has the ability of business management and billing, these ability integration, can let mobile internet business from spread more to service, become a service system. Billing whether for the media or services, is a complex big problem, the traditional Internet development, because it is unable to form a billing system, the beginning of the business model is advertising. This has also caused many Internet companies to find business models for a long time. Mobile Internet because of the realization of identity, can always online, while both remote payment and near-field payment technology has matured. Business management and billing are no longer a big problem. Apple's App Store has taken the first step. There will be more perfect billing platform in the future.

12. Intelligent Sensor platform. Mobile Internet's basic terminal is the smartphone, the smartphone has not only the computation, the memory, the communication ability, simultaneously the smartphone has the more and more powerful intelligence induction ability, these intelligent induction lets the mobile internet not only network, but can perceive the world, forms the new business.

Therefore, the mobile Internet is not the speed of the network, nor the traditional internet can be brought on the body moved, it in the development process, because terminals different, terminal capacity greatly enhanced, is changing our understanding of the Internet, but also beyond the experience of the Internet.

In particular, there is a need to emphasize the role of terminals in the development of mobile Internet. The traditional internet is to use PC to go to the Internet, although the PC is powerful, but its ability to move is poor, doomed to decide not to carry at any time, it is impossible to put a lot of intelligent sensors built into the business and application. But mobile internet terminals with smartphones as the core, such a smartphone, it is no longer a scientific research and office tools, but the life assistant, so it is completely different from the traditional PC. Because Microsoft wants to move the PC operating system to the handset, gradually reveals its use inconvenient question, the Apple uses the iOS to pave the desktop, all of a sudden overturns the hierarchical classification scientific management system, has formed own breakthrough. Breaking the so-called laws of the PC and Internet era is often a new opportunity for mobile internet.

The intelligent terminal is not only a huge change in its function, because it is ready to carry a product, but also to ensure power supply, with a PC computing, storage capacity, but also communication capabilities, so the large number of intelligent sensors built in which, on the one hand, it is possible, on the other hand can play its role. Today we have a smart phone with light sensors, gravitational induction, azimuth induction, distance sensing, image sensing, touch sensing, position sensing. There will be more sensors to join in the future, they will be temperature induction, temperature induction, dynamic induction, radiation induction, NFC, RFID. These intelligent sensors form an unprecedented induction system, coupled with computing, storage capabilities and real-time communication capabilities, can create the traditional internet era unthinkable business, business models and market opportunities, the future of intelligent health management, mobile E-commerce, and so will be a new model and image appears.

In the era of mobile Internet, the direction of new media development will be a very complicated problem. The traditional media, whether it be paper media, television and radio directly to the mobile phone, is clearly not the real meaning of the new media. And I think the biggest embarrassment of the new media is the embarrassment of the business model.

The traditional media is the most powerful ability to spread, to the internet era, the spread of information to the extent of the explosion, in the concept of communication as the core, the media business model gradually from selling information, into selling ads. Advertising mode becomes its core mode. and advertising this type of indirect fees, obviously can not form a better income, the same input, low returns, poor economic conditions, such results directly led to the majority of media survival is poor, media people's poor treatment, lack of high-quality talent to engage in the media industry. In the new media age, if the business model of the problem does not solve, or rely on advertising as the core, there will be huge problems. Because the big screen is not about 5 inches, such a very small screen, no matter what application, and then there is advertising out, will greatly affect the use of feelings, so that users are very disgusted. At the same time, accurate advertising push, is to disclose the user's privacy as a prerequisite, users will have very strong resistance. It can be said that, until today, a large number of traditional media, including internet companies to do the application of new media, can have a small return on income, can profit basic no, this to a large extent, embodies the embarrassment of the new media, has been the spread of the core concept of the formation of extensive income model, it is difficult to bring good business returns.

The most powerful capability of mobile Internet is service, and it is very precise and personalized. The new media is to create pan-communication, or accurate dissemination and service, this is a question worth thinking. If we turn the pan-spread into a directional, accurate communication and targeted service, we can derive revenue from the content itself. Accurate information dissemination, in the traditional era, never possible, because the cost of transmission is too high, it is impossible to have a directional communication, mobile internet age, identity recognition, positioning, management platform, so that accurate communication possible. At the same time, the management platform gradually improved, billing system, electronic payment is being perfected, on the basis of mass communication, to carry out a point of service, through precision services to obtain returns.

A company that makes products, such as NetQin, provides mobile security services, a one-month service charge of 5 yuan, and 5 million paying subscribers that can support the company's listing overseas. Valuable media services will never be worse than mobile security services, and will not be less valuable than mobile phone security services, but is not to explore a valuable business model, a large number of services are invested, but still free, difficult to return. From the mobile newspaper such products can also be seen, as long as the management and billing channels, information services to obtain a commercial return is no problem. New media relative to the mobile newspaper, the media form richer, the content will be more perfect, interactive ability is stronger, precision degree will be higher. Find a way to get through the combination of operators and new media products, will be a breakthrough in the development of new media.

The biggest problem facing the development of new media is actual combat research and talent, the maturity and development of new media, is far from the product itself, but the business model, cooperation system establishment and improvement, but also need developers to understand the mobile Internet, understand the trend of the Internet, understand the mobile internet technology, The ability to integrate media with mobile internet technology, and to form a business model and industrial chain integration capabilities. Only such talents form a certain team, can make a breakthrough. At present, the talent who engages in new media is nothing more than traditional media, internet and technical personnel. Comprehensive integration ability of the talent is extremely deficient.