Sina has widened the entrance to make money by Weibo

Summary: Sina to rely on micro-blog to make money to broaden the entrance of a little bit. Yesterday, Sina micro-blog officially online member pay business. In the setting of Sina Weibo, members can get some more value-added services. It is understood that members can enjoy the identity, function, mobile phone,

Sina has widened the entrance to make money by Weibo.

Yesterday, Sina micro-blog officially online member pay business. In the setting of Sina Weibo, members can get some more value-added services. It is understood that members can enjoy the status, function, mobile phone, security, four types of privileges.

Industry insiders said that the Sina initiative is based on micro-blogging operating pressure to increase the need to speed up the commercialization process background.

As Sina Weibo began charging subscribers, its rivals reacted at the first time. Sohu Product Vice President Fang said Sohu Weibo will never charge.

Pay business in dispute

The most obvious service is, after the opening of the membership, the user can exceed the maximum limit of 2000 people, according to different grades, can be increased to 2500 and 3000 people respectively.

The personal display effect has also become the point of exerting force of value-added service. such as members can be in the micro-BO platform recommended list of recommendations are preferred, membership privileges also include VIP exclusive identity, the exclusive personal page template, class acceleration and so on. In addition, member Services will also provide voice microblogging and other functional services.

It is understood that the opening of Sina Weibo membership fee is 10 yuan per month, if the annual pay is played 90 percent 108 yuan, according to 3 months, 6 months, 9 monthly pay can also be a certain discount.

The number one attempt to become a member of the first time also said that there was not much attraction in discovering the services involved. The increase in the number of people at present does not appear to be a large area of the necessary, and personal page templates, grades and so on they are not useful.

A close Sina Personage said, this to Sina own product design and the operation proposed the big challenge. "Add v users, micro-Boda, members, Sina will have three user system, and how to distinguish after the integration is still a bit confusing, the difference is not obvious." "The person said.

As for Sina's security privileges, he said he was puzzled that "security is clearly a key basic service for Internet services and it is inconceivable that some people are safer than others by paying." ”

Bo, a leading IT industry observer, believes at present, in contention, maintenance of some well-known characters into the microblog, Sina has provided a number of free VIP services, such as one-on-one customer service, providing a lot of free privileges, and now some of the service privileges are required to pay other users to buy, which is unfair.

He argues that 300 million of users in Weibo have obvious commercial value, and that the commercialization of media attributes, such as corporate Weibo and advertising marketing tools, is no problem, but it is hard to see from a social standpoint.

Weibo shares

Sina's 2012 earnings first quarter net revenue of 106.2 million U.S. dollars, an increase of 6%, a net loss of 13.7 million U.S. dollars, compared to the same period last year net profit of 15 million U.S. dollars. The loss is due to the decrease in advertising revenue in the first quarter, while the investment and operating costs of microblogs are increasing.

In particular, when the quarterly Tencent, Sohu in advertising revenue are more than Sina, which makes Sina Weibo must take its lucrative task as soon as possible.

Sina shares received 52.89 dollars in Friday. In the past 52 weeks, Sina has the highest price of 128.17 U.S. dollars, a minimum of 46.86 U.S. dollars. Weibo's value is about Sina's share price, and it needs to gradually prove its commercial capabilities to the capital markets.

Now the introduction of membership services seems to Tencent QQ membership system for a lot of reference. Whether it is the level set, value-added service function expansion, virtual currency system and even pay standards are similar to QQ members. QQ member system and various value-added services for Tencent to provide a large number of profits.

Whether that works, however, is hard to determine. Bo that this is "unreliable". Sina Weibo, he says, is still based on media attributes, and the current platform pattern is mostly social media rather than a real social product, where users are focused on information rather than friends. Weibo's mainstream users focus on not entertainment attributes, and QQ membership is very different, based on the many value-added services in the future is afraid difficult to see. In fact, Sina has done some similar attempts such as micro-group, games and so on, although free, performance is not ideal.

A number of institutions have recently raised their ratings on Sina. They are also still largely based on the future of Weibo's advertising business. One agency has prompted investors not to hold too much hope for the recent commercialization of Sina Weibo. It lists the reasons for the encroachment of portal advertising, dealing with large advertisers use effect ads, address the conflict between Sina Weibo and the portal site, the construction of a set of effect advertising algorithms and tools to foster ecosystem partners and new advertising customer base.

Another internet source also predicts that the microblogging service may be a complement and an attempt to commercialize, and that advertising will remain the core. At the same time, he believes that Sina's launch of similar services is based on confidence in its user base.