The competition of copyright resources for mobile reading is fierce and the business model needs a new breakthrough

Recently, Enfodesk, a report said that the 2014 domestic mobile Reading market revenue reached 8.84 billion yuan, an increase of 41.4% per cent, is expected to 2017 the overall revenue scale will exceed 15 billion yuan, but the industry has not yet formed a scale effect, only some manufacturers to achieve a break-even. With the competition of copyright resources becoming more and more fierce, the price threshold is higher, and the business model of mobile reading needs a new breakthrough.

Currently in the mobile reading market active mainstream manufacturers are divided into three categories, one is China Mobile, Chinese unicom, the three major telecom operators, Tencent, Baidu, Shanda and other internet giants, there is a class is the palm read Ireader, Tower reading literature, panda reading, such as vertical manufacturers. These vendors have achieved a new upgrade in their reading business over the past 2014 years.

Not long ago, China Mobile integrated the five content bases including reading, set up the Technology Co., Ltd., the implementation of market-oriented operation, and the joint content provider launched the "meter to create Star", is expected to be in reading and other media areas further expansion.

And last April-May, Internet giant Tencent, Baidu made resources integration optimization, Tencent in the "Pan Entertainment" strategy at the same time, from the beginning of the Chinese network founder Wu Wenhui leading literature, focus on mobile reading. and Baidu Online "Baidu Bookstore", and through the Baidu account, using bar, video and other products for reading import users and traffic.

As the market competition escalates, mobile reading is becoming more and more intense, while the trend of socialization and personalization becomes more and more obvious, which makes the entry threshold of the industry rise, and some weaker manufacturers may face out. Even the strong internet giants, reading business input and return is more difficult to direct, in this case, mobile reading profit model to be a new breakthrough and expansion.

It is understood that the current mobile reading market is the main profit point for users to download and online advertising, but different from the foreign market, users pay to buy the habit has not fully developed, more serious is that the piracy phenomenon repeatedly banned, copyright protection is still lack of strong measures, At this stage, there are a large number of small and medium-sized pirated literature website to provide online reading and txt version of the download, which is to buy authentic book resources of the Platform manufacturers and the overall reading market has caused a greater impact.

It is pointed out that an important trend in the future development of mobile reading products is personalization and socialization. Specifically, the user's need for reading has been upgraded from the demand for content to personalized and social reading, so vendors should analyze user behavior through large data and provide more accurate and personalized referral services based on the weights of users ' interests. As for social, the current mobile reading market most of the product's social function is still in its infancy, the product can only achieve content sharing and comment function, users can not be based on similar reading interests to form a reading circle, the user's social identity is not met, Therefore, the future focus of reading products is to help users build a reading community, so that users resonate, and based on interest to spread, enhance customer loyalty to the product.

It is worth mentioning that many manufacturers in the pursuit of commercialization of the process began to sacrifice full copyright operations, in particular, operators, Internet enterprises, have to the novel copyright and games, animation, film and television, traditional publishing integration, the joint industrial chain of the star IP diversification of the derivative development, so that the value of the copyright greatly improved, Through the adaptation more can attract the other market user group attention, expands the star work The fan scale, accumulates the massive loyal user for the platform, increases the platform income. At the same time, the internet giant's use of its social media advantage will help to find greater market value in the depth of interaction between stars, authors and fans, fans and fans.