The entrance of network literature: Rob the operator business

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No matter what mobile products, as long as the demand is big enough, there is the potential to become mobile internet portals, such as voice IM, such as the electric business app, such as mobile video, and speaking of video, I think of another kind of content-type Mobile Portal: Network literature.

In other words, with the increasing value of the mobile portals of online literature, the new movements of internet giants are:

For example, Baidu has a lot of cool, Panda and in the search for the acquisition of Chinese network;

For example, millet recently online millet novel platform, the intention to subvert the traditional web site literature;

For example, Tencent literature landing mobile phone QQ Two months, the number of users has reached 50 million of the giant.

Everyone can see that the network literature content sources and channels are concentrated on the large companies, then the Internet literature this entrance to actually play what pattern? My view is: Online literature may be better than online video of mobile internet access, but whether playing channels or playing the whole industry chain, big companies are the first to rob the operator's business. Why do you say that, please see below.

1. Mobile reading is a gateway to mobile video, for several reasons:

A: Network Literature The number of users is large enough, and with the move properties. CNNIC's data is that in the first half of 2013, the number of users of network literature was 248 million, compared to video, the first half of 2013, internet video users reached 389 million. The number of users, basically at the same level.

Moreover, the network literature has its own mobile attributes, as of the end of June 2013, the number of Chinese mobile phone network literature netizens 204 million, a half year growth of 21.85 million.

B: The user consumes a single time long enough. The novel everyone has seen it, for normal readers, to see a two-hour network novel is common, and for the depth of users, look at the day online literature is not a typical consumption scene.

C: Users will repeatedly, long time to read a single work. The network literature mostly appears in the novel form, this is actually the result which the user chooses. In addition, the characteristics of network literature users follow the novel to go, and the process of chasing books to maintain a high degree of user activity.

D: Self-moving side business model. Compared to mobile video in the business model is still a bit tangled, network literature users on the PC side of the good pay-reading habits of the natural continuation of the mobile end, and the reward and other consumption habits followed. In addition, the network literature is connected with the industrial chain (such as games, comics, film and television) value.

E. Small demand for traffic. Traffic problem has been plagued with mobile video, the problem of online literature, a lot less impact on the main consumption package flow of the 345-line city, this factor is critical.

F. Low creative cost with UGC attributes. Now the network video sites are emphasizing UGC, hoping to avoid high copyright costs through the original. In the network literature aspect, this also is not the question, everybody is the consumer, everybody is the creator, this in the network literature domain is not empty talk.

2. Internet giants run operators together. Although online literature play to the end, it is inevitable oligopoly competition, but at present, in addition to the grand and Tencent dislike each other, the relationship between the other good, for example, the grand literature will be the content of millet into the present, for example, recently 17K found a lot of websites to do a network of literature university One reason for the competition is not fierce in the channel, Blue Ocean space is huge, and this blue sea, in fact, refers to the operator channels.

With channel advantages, operators in the licensing mode from the site to take a large number of wireless revenue (China Mobile phone reading base last year, revenue reached 2.5 billion, the monthly income of 300 million), and its policy also let the network literature site is very dissatisfied. Millet novel platform in charge of the Hu Xiaodong, said the operator channel is divided into the truth is to deserve, its very poor user experience, overbearing division strategy (the operator is divided into 7:3, Internet business Rules are 5:5), decadent policy has led to its elimination.

Therefore, after entering the mobile internet age, the network literature website first to do is push own mobile channel, seeks to get rid of the operator control. According to the latest data, Tencent literature in the mobile phone QQ has 50 million users, QQ Reading has 30 million users; the story of Shanda literature is that the mobile end (mainly said in the cloud in the bookstore) live 30 million months, from the data of these companies, it is only a matter of time to surpass the operator.

3. The entrance value of network literature can only be revealed in the hands of large corporations. The so-called entrance, of course, rely on their own strong demand to drive other business, by virtue of its own product characteristics, I have been able to see a lot of interesting play, give two examples: 1. Pay. Shanda literature has become Sheng important source of funds, before the grand consider the use of the beginning of the currency to drive voice IM (Shanda want to make it into a mobile payment tool) have you; 2. Game Distribution and operation. "Tang Door" adaptation of the mobile game "Tang Gate World" one months ago, said, the first month of water 12 million yuan, such products if placed on the phone to read the client distribution, its results will certainly be better.

In addition, mobile reading clients in the book around the sales, music, cloud storage and so many aspects of the potential. But without exception, these values only in the industrial chain more complete the hands of large companies can be reflected.

4. Online literature is only the early stage of mobile reading. Although the network literature demand is very big, but the network literature is only moves the reading, the novel classification, the youth novel one kind, covers only the entire mobile reading market iceberg.

From this point of view, the whole mobile reading market volume is actually very large, network literature just because of the good with the internet, so more prominent.　In the future, it will be of great value to push the mobile reading backwards through the network literature client. Wen/Wang Congji