Rolling Stone mobile Xinhua: Music Companies need to pay attention to mobile internet

News and Technology August 13, 2012 (11th session) China Internet Conference will be held on September 11-14th at the Beijing International Convention Center. This session "open, integrity and integration-to meet the new era of mobile interconnection" as the theme, and for the internet, mobile Internet, E-commerce, network marketing, cloud computing, things networking, network security, innovative entrepreneurship, more than 10 subdivision areas for in-depth discussion. On the eve of the meeting, Xinhua, senior vice president of Rolling Stone, was invited to interview the news and technology.

Xinhua said at least until the spring of 2014 will usher in the spring of mobile internet, which is expected to come from two aspects: first, the development of terminals, the need for about 80% of mobile phone users all replaced by intelligent terminals, which is the premise of mobile Internet development; and the whole capital level plus the global economic situation is not good Plus the mobile Internet itself has a certain bubble.

[VIDEO] Rolling Stone mobile Xinhua: respect for intellectual property for the future

At present, Chinese music companies still face many difficulties, including the respect and protection of copyright by the whole society is not enough; The terminal manufacturers too emphasize the function of the product and ignore the content; The music companies themselves are unaware of the importance of mobile Internet, and there are many industries and investors lack of understanding of digital music, there is a sweeping phenomenon.

In addition, Xinhua that China in the field of digital music and foreign countries still have great differences, first, the copyright protection environment is not the same, this is an objective reality; second, there are not so many traditional Internet downloads in foreign countries, the third is the consumer habits of foreign users in all aspects are more mature, and domestic still accustomed to free. Xinhua also said that in China there must be some localized things exist, businesses to adapt to local environment, to develop better.

The following is a transcript of Xinhua interview:

News and science and technology: you and news technology friends Good! On the eve of the 2012 Internet Conference, we are honored to invite Mr. Xinhua, senior vice president of the Rolling Stone movement, to Zhang and greet you!

Xinhua: Hello and good friends! I am the Rolling Stone movement Xinhua.

News and Technology: Zhang, the theme of this Internet conference is open, integrity, integration, to meet the new era of mobile internet, how do you look at this topic?

Xinhua: I learned about this topic in August when I was talking to the Internet Conference preparatory staff, and I think it's a special occasion for this year, the theme of last year is "network China, Responsibility and vitality", this year is "open, integrity, integration." Openness and integration is the whole area of the Internet, including the eternal theme of the future Internet, and I understand that openness is particularly meaningful this year.

First, the opening of the user may not have become the mainstream industry before last year, but from the beginning of last year to become the mainstream this year, the major portals and the big flat Taiwanese businessmen have their own users to share, I think this is a very clear feature, this is the future trend. The opening of industrial development in the future does not have a completely closed industrial chain, in the Internet tide, in the mobile internet in the future trend of development, these two features, not only this year, this year is a theme, this theme will be the future trend.

Second, integrity, integrity is an eternal theme, the state this period of time, regardless of the network of the rectification action in all aspects of the embodiment of this feature, including a number of internet companies last year, some of the turmoil, the user is not placed in a very important position, including some large industry companies, this year may be in good faith has made a great improvement.

Three is the fusion, I think this is a permanent eternal topic, I understand that it should be a few pieces of fusion, the first is the integration of value chain and industrial chain, the second is about user consumption habits and the integration of communication methods, the third is that this series of development leads to people in the use of habits, use, use of ideas, There is a convergence of values in behavioral concepts.

From my personal point of view, I understand these three themes.

Xinhua, senior vice president of Rolling Stone movement

News technology: About the development of mobile Internet, in fact, someone said last year that the mobile Internet to meet the real climax of the need for one or two years, to this year's Internet conference just a year, how do you think of China's mobile internet development? Is it consistent with your expectations?

Xinhua: Last year's mobile internet conference I said in a media interview, I said that it may take another year or two to move the internet in spring. From my own perspective this year, I think it will be the spring of the mobile Internet at least until the spring of 2014. The reason for this estimate is based on a number of reasons, one is the development of the terminal, some are beyond my personal expectations, I did not think the smart terminal will be as fast as the development of this year. Last year in the entire mainland China, I was impressed by 450 million terminals, of which the smart terminal is 110 million, and this year may exceed 200 million units. From the terminal point of view, according to this speed development, two years to now more than 900 million mobile phone users, the future may be 1 billion users peak period, will have about 80% of the users all replaced by intelligent terminals, this is the premise of mobile Internet development. In this respect, the popularization of intelligent terminals laid the foundation for the future development of mobile Internet.

The second reason is that many people were optimistic last year because of capital. Capital sometimes chasing bubbles, last year's bubble is more serious, so everyone said a year or two. Why do I now say that 2014 is the mobile Internet spring, because this bubble in some bubbles this year, the whole capital plus the global economic situation is not very good, so I guess it will be a year after the new hot pursuit. After all, the development of industry, capital has two sides, it has its pursuit of foam side, at the same time it has a good propeller side, if not a bit of foam, like beer is not tasty, but, bubble too much time it will squeeze, so this year is an adjustment period, after the adjustment after next year precipitation, By the spring of 2014 I personally felt that it should be the real arrival of the mobile internet spring.

News and News Technology: What do you think will happen when the mobile internet spring is really coming?

Xinhua: There are several manifestations. One is the popularization of intelligent terminals. The second is the real mobile internet users, because many mobile internet users now use 3G mobile phones, but with the traditional network, mobile internet and the future 3G can achieve a variety of functions of the network, now is not a fast network. Third, a large number of loyal mobile internet users of the formation of consumer habits, there are already a considerable part, perhaps 50 million, there are 80 million, such as he will be through the mobile internet to the microblog, from Sina Weibo is very fast, it is said that its 200 million users have many users, 70% Users from the mobile terminals of the Internet, including online shopping, online shopping on the internet, downloading toll music through the network, reading, the formation of these consumption habits, it takes two years to form, to form a beyond the traditional internet. Four is the mobile Internet faithful use of users far greater than the current Internet, but its absolute value is always greater than, but now able to access the Internet users, the data show last year is more than 400 million, this year is more than 500 million, 600 million, And China can access to the Internet PC users are only about 360 million, so this piece in absolute terms than it, but more than the premise of the future mobile Internet spring, what is spring? Is that it has a thriving life sign, of course, to the summer this is the normative period and the scale development period, in this period, it depends on the faithful scale formation, has the user to be accustomed to.

News technology: From the Rolling Stone Mobile group point of view, and mobile Internet connection point where?

Xinhua: The Mobile internet has been one of the most important strategies of our entire group since last year. For our company, we are a determined in the music, content-led media-oriented operating company. The so-called full media operation, is all the channels we will involve, because this is the future of music development is a necessity in fact, the previous music only need to go through the offline performance and CD on it, but now with all aspects of development, this does not need me to say, through the development of the Decade, the development of music, we have experienced, From the general public, including the industry chain of music companies.

Come today, for us is the traditional internet, wireless operators and mobile Internet, this is we must grasp three channels and three channels of communication, but also sales channels, in these three, mobile Internet is the largest space for future growth, but also our future growth point and the most powerful channel, This is the best chance for a Rolling Stone to move. For me, the traditional internet, PC Internet music mode is not clear, especially for our copyright and artists that we can get a low income, this is a status quo, as a company we change the industry is difficult, we can only adapt to the industry; as a wireless operator, we have a yearly income of 200 million, This is also very high in the country, in the domestic these two years has been the first, but this also to a certain scale period, need everyone to extend and refinement; instead, the mobile internet has flourished since last year, giving us a lot of hope, whether it's a toll user or Apple's high-end user, The impact and visual power of our communications has been very good, and we will be very optimistic about this in the future.

News technology: What are our strategic layouts for mobile Internet?

Xinhua: First, in terms of personnel, last year we set up a mobile internet research and Development center of more than 40 people, we use the distribution of Taiwan and our company in Taiwan, we use Taiwan's creativity, the use of mainland technology, and then to the mainland market mobile phone users, developed a series of terminal applications. The second is to combine our own advantages, because our advantage or based on the content, we have tens of thousands of of the copyright, our subordinate's wonderful music signed Stefanie Sun, Zhang Qihan, and the mainland network is very red Xu Liang, in addition to the traditional big-name, signed a series of entertainers, coupled with rolling sing also has our copyright resources and content resources, Including the copyright resources that Japan loves to return, we will have a good force point on the mobile Internet, the integration of these content and resources, a large part in addition to do the existing performances, traditional distribution, as well as wireless operators and traditional Internet access, more of the future mobile Internet force to consider.

News technology: Just now you also mentioned that we still face some problems in copyright, you feel that the Rolling Stone mobile group is facing a more severe challenges or difficulties are what?

Xinhua: Do you mean mobile internet?

News technology: The whole field?

Xinhua: For us, we are more concerned about the future, from the channel of communication is the mobile Internet field, in the long term is content. Because we feel that the present serious challenge is not yet, more is some temporary difficulties, this is not our family, is the industrial development encountered difficulties. The first is the respect and protection of copyright by the whole society, I believe this. With the promulgation of the new copyright law and the previous discussion of copyright law, it will make the whole people from the government to the civil, to all consumers, have a more profound understanding of copyright, if one does not respect intellectual property rights, The industry that does not respect copyright is either a field, there is no future, or a nation has no future. So this one, the difficulty has been greatly alleviated, but still exist, this is a.

Second, I think the various platform manufacturers, especially some mobile phones, terminal manufacturers, more at this stage, I also went to the Internet conference last year to talk about the 2011, too much attention to function, and ignore the content itself, this I think is the future of consumers is wrong, for our industrial chain is also unfair. Because the user ultimately uses not your function, in fact, the function of communication and a number of large positioning function is enough, the rest of the user needs must be games, music, reading related content, Rolling Stone in this piece is spent a lot of energy to integrate copyright, at the same time, we also developed a lot of music games, now in this regard, I believe that with the development of industry, we will finally realize that the last user access, through the functions of our content, but in the short term there will be a cognitive process.

Third, many of my colleagues, including many traditional music companies, record companies, their understanding of the mobile Internet and some of the development of new technologies have a certain point in time, they do not realize the importance of this piece. So, in addition to our own production part of the content and do part of the performance, we go to integrate the content of the process, will encounter this aspect of the concept of obstacles, he felt that I do not know Ah, no use, why do you want to do it. But this I believe that with the popularization of a year or two, just like the understanding of the Internet, we will be deeply aware of this.

Four, the industry's misunderstanding, including investment and capital aspects. In our concept, the first digital music is not equal to Baidu, in the traditional internet, in the wireless operator is not equal to the ring tone, mobile internet is not equal to the app Store, but these integration, these intersection, these all combined together, only constitute a factor of digital music. But many industry and investors, and the outside observer will equate one of them with the whole industry, which I think I need to correct.

News technology: You mentioned just now, in fact, we Rolling Stone group as a relatively advanced into the digital music field of the company, do you think the development of China's digital music and foreign differences?

Xinhua: There's a difference, and there's a lot of difference. First, copyright protection environment is not the same, this is an objective reality, there will be no domestic because of copyright problems caused by so many shocks. Second, because its market environment is different, lead to the development of a different way, more terminals in foreign countries, by the terminal to integrate some content, but in the domestic terminal is more decentralized, and did not form a huge industrial chain, but China Mobile is the main three operators, they to some extent, respect for copyright, Through the ring tone such a telecommunications function to guide this industry, in the early stage, now also to a certain scale period or bottleneck period, this is completely different place, not in foreign operators to do the leading.

Second, there are not so many traditional Internet downloads in foreign countries, and more is related to copyright protection. Many traditional internet downloads in China have no business model, I call the applause is not called, the spread is very wide, especially Baidu and Tencent two have formed the power of the media, but in fact we as a content business did not pay too much, far less than a provincial operator and I have a year to settle the color ring income, In fact, it has a great influence on the communication force of songs.

The third localization feature is that foreign consumers ' consumption habits are more mature in every aspect, domestic consumption habits, free of charge on the Internet, so why we hope to mobile Internet, because in the mobile internet and the traditional Internet, in the valuable content, books, music or games, We should get the content itself should get the income, in foreign this is no free habits, we are very clear, you want to use, I buy a book to buy music must pay, in the user consumption habits are not the same. I think these three points are fundamentally different, China must have some localized things in this area, to adapt to the local environment, we can go to develop better.

News technology: Do you think the domestic digital music in the future direction of development? Will it move closer to abroad?

Xinhua: I think it will be used for reference, but definitely not the same as abroad, because there are a few prerequisites before it is very different, you completely copy is not realistic. For example, there are some advertising models abroad, I think in the digital music advertising mode is not feasible, because audio is far inferior to the advertising effect of video. Second, because China's market is too big, one China may be bigger than a European Union market, there is not much to reference the model, more China has its own digital music road to go.

I understand it's coexistence. First of all, the traditional CD in China will be a little bit, more and more fast, from the industrial point of view of extinction, from the form will not perish, CD will be in, more collections for souvenirs, but not so fast abroad, in foreign countries do not say too far, like Nova Mate, Taiwan and Hong Kong three different countries and regions its overall CD income is quite high, but not in the mainland. In the mainland my bullish digital music should be the leading of the future, the traditional radio and television also has certain propaganda ability, especially the big party, then more concentrated in the numeral, the digital music expresses a very different characteristic, is the sale process is spreads the process, the dissemination process also equals the sale process, this manifests three points, As I mentioned earlier, the first is the traditional internet, the traditional internet is more Baidu, Tencent these several big; the second is the operators, operators because there are users and networks, the content to our operators, there will always be users feel a certain part of the music characteristics or feel the music of all, I can collect my dues, Through its strong network and distribution capabilities; The third is the future mobile Internet, mobile Internet is our most optimistic, it has a large number of what we call low-end heavy users, what is low-end, the traditional sense of his income is not high, his income may be only 2000-5000 yuan a month, He's probably using a low-end smartphone, a smartphone under 1000 yuan, but he's definitely my music, and I associated with the music, the game also good heavy use of users, because he has no alternative products, he did not network can be on, in the factory, at the door of the security, or in the work of the crowd, he has only a mobile phone, He had no other means of amusement and alternative means, and at this time I gave him a music of 2 dollars, give him a music game, show him a piece of my good video, this revenue, China now has 300 million to 400 million, which is my optimistic about the future mobile Internet is a very distinctive feature of a very good user community. So the app, Ros, and the traditional app, more is a mobile Internet entry point, a commanding heights, but it is not the whole mobile Internet, because it is more part of the high-end users, the future must be I said those 3 to 500 million of the mobile internet population, I think this is China's future development trend, If we're in digital music, where the future growth is, I think it's within the 3 to 500 million users in the next two years.

News technology: The last question, you also said that we will target this part of the low income users, you have some ideas or strategies to motivate them to spend, how to give them such a consumption of the push?

Xinhua: We are more from the content and product perspective, the second is from the perspective of our artists. Because this part of the user needs entertainment, need spiritual life, what does he like? He likes to be inspirational, can be fast, can be catchy songs, there are some positive incentives, which also accords with the state of the arts and some of the requirements, then this piece, we will actively prepare.

In addition to the music itself, it also has music around, such as he will buy some star-related T-shirts, or the star has a call, want to have a platform for communication. Therefore, we will be based on this, our existing artist resources and copyright resources will do some online games, the game is more interactive, with fans and stars come in to exchange interactive network games, based on SNS features. But what we're developing, we have a singer called Wang Su, and of course, Xu, they are very red on the Internet, in the QQ music charts, every month you see the total list are the top, we do bad town, is Xu fans, do Wang Sulong fans, this category, so that his fans and he has an interactive, Then meet him.

The third piece is based on this, we launch some artist books, let artists write some books on the internet, let the user feel a comprehensive, three-dimensional consumption, is no longer a simple song, but this song behind including the artist's introduction, he wrote the book, his game, his surrounding lace news, perhaps in the way of app, Perhaps in the way of the client, perhaps the middle of the live concert to give it a downward notice, we have a better interactive service for these users.

News and technology: good. We are here today, thank you for watching the Internet. Good bye!

Xinhua: Thank You!

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