The face of the business: "emotional" pay to move the end of the natural

Paid expression has become the first choice for the commercialization of mobile-end chat applications. Today, almost every mobile social platform with a lot of chat features has a pay-for look. Path CEO Dave Molin has said to Tencent that the pay-for-face day earns more than its past income-generation combination of selling paid filters. The most extreme expression is the Japanese mobile social platform line. Its second-quarter earnings show that income from pay-for-expression accounts for 27% of its total sales, about 2.65 billion yen (about 27 million dollars). China's mobile social platform has been very cautious in commercialization, but both the MO and micro-letters have also launched a pay expression. Tencent technology for this interview with the Han Yu, the head of the business department, she and we share their mobile devices on the expression of understanding and how the Mo mo is how to do the expression. Facial expressions are suitable for mobile devices when chatting with expressions it is not new. Professor Scott Falman of Carnegie Mellon University, USA, in 1982, first entered such a series of ASCII characters on the bulletin board: ":-)", known as the originator of modern symbols. Han Yu that in the chat, social application scene, people and people talk a lot of emotions can not be expressed in words, and graphical things more conducive to the expression of human emotions. China's most popular chat software QQ is also very early built-in a lot of expressions, but there is no desktop chat tool to make the expression an important point of charge. The more powerful expressive function is just one of the many "privileges" of QQ members. MO: We do this expression "moving end input inconvenient, more convenient to express than typing, and sometimes an expression can replace a lot of words." So the effect of expression is more important, the use will be more frequent. "Han Yu said. And the expression can be a point of charge, Han Yu that this is mainly because of some restrictions on the mobile platform: on the one hand, the mobile platform to import the expression will be very troublesome, MO also did not provide import expression function; On the other hand, based on traffic considerations, send expression does not require traffic, and send pictures will have traffic problems. Emotional is the core of expression to be able to make users pay, the most important thing is that the expression itself to do good enough. Han Yu that the line's expression is popular, and its positioning and production standards have a great relationship. "I analyzed the image of line, it is popular for four main reasons, one is that it is more abstract; the second is because it is emotional; third, because it has a universal degree that everyone can accept without being influenced by age or gender; "Han Yu said. The first step in the face of the MO to look at the user perspective, to understand what the user may need to express what kind of emotion, but also consider whether a set of expressions for all users or for a certain type of users. Take the Xiang expression as an example, this is a set of users to complete the task (invite friends) can get the expression. In making this expression, Han Yu first considered emotional and universal, so he thought of bears. First of all, animals are the most suitable for emotionalBear is a familiar animal and will not arouse people's disgust. It is only the first step to make sure that the bear is around. The next step is to consider expressing emotions through the image of the bear, such as basic emotions and more detailed expressions. This involves a lot of details of the work, 40 expressions have to express different emotions, so it is necessary to put every expression in place. Part of the expression can be expressed directly through the image of the bear, but some emotional expression is biased. At this time, the expression team will go to see how people will often encounter the situation, such as shooting bricks, lift tables, and so on, and then put these situations into the expression. In order to cater to some young and biased literature of the user's personality, MO made a set of small deer Thomas's expression. "I thought that the art youth may cross the road is different from others, the way of eating may be more literary and artistic." Or more of the time is the autistic how, or when brushing their teeth to do a different look, to see the film when you have to put a different pose. For fun, put it in a specific situation. "Han Yu said. With the existing popular cartoon image of the current Mo Mo has been online more than 20 sets of expression, the most popular expression is cherry pellets. This is a lot of users are familiar with an image, and even a lot of users themselves like the character image. Small meatball Body Some characteristics also easily let people think of themselves, such as like lazy bed, do not like to write homework. Now widely used in the three black lines of expression, in fact, from the cherry pellets. "I was thinking that it was too good for expression. Regardless of the level of consideration is a very good image, can bring you memories, but also allows users to have a sense of generation. "Han Yu said. Han Yu said that the right to get the cherry pellets licensing and the final expression on the line are surprisingly smooth. "Although it took a little time to talk about the mainland's exclusive expression authorization, we passed the supervision once, which was an examination of our faces," he said. In China we are the only one-time through the small balls of the copyright party supervision. "At present, MO is still in contact with other image copyright, so the future may have more people familiar with the figure into the face of the shop."