Shanda's upcoming mobile phone will be directly built into the cloud in the bookstore

Absrtact: This is one of the best times and the worst of times! This is particularly true for the 2012 domestic mobile-reading sector. A year ago, Shanda Group's grand literature accelerated into the domestic mobile phone reading field of the river, launched based on mobile phone reading application of the bookstore in the move

This is the best of times and the worst of times! This is especially true for the 2012 domestic mobile-phone reading sector.

A year ago, Shanda Group's grand literature accelerated to enter the domestic mobile phone reading area of the river, launched based on mobile phone reading application-The mobile end of the bookstore in the cloud, and associated Lenovo, Palm reading, 3G portal, Skye and other companies to occupy mobile phone reading market.

A year later, in addition to the content of the app on the force, the Grand mobile reading also want to cut from the hardware.

According to people familiar with the matter, the Grand upcoming mobile phone will be directly built into the cloud in the bookstore, so as to further strengthen the grand mobile phone reading at the channel end of the discourse right.

And for mobile reading industry in the entrepreneurial enterprise, one side is the overall user demand growth, good capital, the other side is mobile and other operators and grand alone, they carry channels, content and pay three mountains.

Capital bullish on electronic magazines and so forth

All along, the domestic mobile phone reading, such as operators and Shanda is the two main camp, the former grasp the channel, the latter control content.

According to Shanda insiders said that in recent years, Shanda in hardware integration has not gone smoothly, although the mobile end of the layout is very wide, but not a good product. And Shanda can move the literary advantages of the PC to the mobile end, to seize the user commute on the road and other trivial time. In the literature of this road, the grand interior of its high hopes, mobile phone is the most important.

In the grand acceleration in the mobile phone reading layout at the same time, the industry competition situation is also quietly changing.

According to data released by the Chinese Press and publication Institute in early May this year, 9.4% of people like to read on their mobile phones. Research data from the inside of Iris show that domestic mobile phone users Browse mobile news accounted for 57.5%, browsing mobile phone books, magazines read the user group accounted for 41%.

In fact, the domestic mobile phone reading can be divided into mobile news reading and novels and other literature E-book reading enterprises. Among them, the mobile news reading contains mobile newspaper, major media news clients, news aggregation applications, mainly selling ads, or no income, while the mobile ebook contains mobile phone reading applications, Grand Cloud in the bookstore, QQ reading, Ireader, Tang Cha and other reading app, Mainly through the sale of electronic books to obtain income.

According to Tencent Technology visit to understand that the domestic mobile news newspapers and periodicals are mainly focused on high-end users, especially some paid app. And a large number of low-end users are concentrated in the novel literature such as mobile phone e-book reading field, become the main mobile reading.

According to Analysys International latest statistics, from the first quarter of 2010 to the 1th quarter of 2012, the Chinese mobile phone reading market Total revenue continued to grow, of which, the first quarter of this year growth rate of 2.57% to 1.215 billion yuan.

In the face of the potential user needs and huge market, not only a big attraction, in addition to literature, major enterprises are shining debut.

A year or two ago, the once famous of electronic magazine integrated brand Zcom also linger, may hang up at any time. Today, Zcom's operations have all shifted to the mobile end, which is via to be read on the phone to revive.

In the mobile news reading field, just more than a year of Kung Fu, the major news platforms have launched their own clients, including newspapers, magazines, network media and so on. And some non-news publications, such as "Men's outfit", "Fashion Home", "health" and other types of app springing up.

In the view of investors such as Intel Investment Wu Zonghui, mobile reading can be used for fragmentation of time, there is hard demand in China, and the industry has accumulated for a year or two, the future with the popularity of smart machines, will be a steady development, the prospect of a period.

The literature app has three mountain content merchants to accompany the prince to study?

Behind the scenes, potential crises are becoming more pronounced.

Because the copyright is too dispersed, the user discovers the outstanding content cost is high, but different platform, the user obtains the information the entrance is also very dispersed, causes the developer the operation cost to be very high, the homogeneity is serious.

"The best business model is for users to pay, but Chinese users basically do not have the willingness to pay, because the payment is very inconvenient, and second, piracy content rampant." The only thing that works is advertising. But advertising revenue is still in the initial stage, the income scale chat can count. "One practitioner is the biggest constraint on the development of the largest industry."

It is understood that the major mobile phone news class reading is basically zero income, and mobile phone e-book reading end of the scale of only million yuan level, not much money. Among them, mobile one alone big, its relies on the formidable user and the short message deduction fee convenience, occupies nearly 90% income. At present, in addition to moving about every month in mobile phone reading income over billion, other can only drink some soup.

As a vertical classification of mobile phone reading, mobile literature app is one of the most active, but their days are not good.

Active in the front-line Camp mobile phone literature app mainly has three main operators ' reading platform, Shanda Literature Bookstore, QQ reading, Ireader, etc.

A mobile E-book app operator says: "The mainstream users of mobile E-book readers, represented by literature, are concentrated in three low groups, such as students and migrant workers, especially those on the Andorid mobile phone system." Content is generally limited to attract the eyes of the romance, fantasy, urban, emotional class. ”

For many independent mobile phone literature app, one, the channel is controlled by the operator; second, the content source is controlled; its three domestic mobile phone payment is not mature, such as many by the chapter of micro-payment, there are potential needs, in addition to mobile, to achieve extremely troublesome. This became the independent mobile phone literature reading client's three mountains.

In addition, mobile phone reading in order to reduce the user's reading threshold, free users of the flow costs, the use of the way, users can directly send "mobile reading" or "8080" to 10086 or 10658080 to access the mobile phone reading site address. The charge is simple, download convenient, these advantages, independent mobile phone literature reading client difficult to contend with.

A person familiar with the matter told Tencent Technology: "The current mobile reading base claims to have more than 300 so-called content providers, but the real access to the scale of income is also close to 50, mostly belong to the prince to study." ”

As one analyst said, Mobile Reading is an extension and supplement to traditional content providers as a service, but independent clients must consider business models, which is their Achilles heel. "Charges will lead to the loss of users, loading the development of advertising space is more limited, pay, channels, content, these independent mobile reading enterprises can not control, for many entrepreneurs, seemingly many users pay the opportunity to more than the crisis is difficult to make money." ”