The London Olympics in the mobile internet era: a trend of grassroots socialization

In the full coverage of the social network today, everyone may be an Olympic reporter, including spectators, volunteers, athletes, all the people involved in the Olympics can use mobile phones to record their own eyes of the Olympic Games. (TechWeb map)

TechWeb July 30 Zhangrui Report

The 4-year Olympics, which opened in London on July 28 4 o'clock in the morning, started the curtain. Each Olympic Games is a mode of transmission of change, and each transmission mode of change, is a media power decentralization.

The 2012 London Olympics, the mobile Internet will be able to display, and the Sydney and Athens Olympic Games in the television media, the Beijing Olympic Games when the network media, the mobile Internet provides for more power to participate in the Olympic Games, but also caused the portal to compete for mobile phone screen of the card battle.

The grassroots of Olympic communication

The development team of the coral is made up of 5 newly graduated college students. 5 of them are students at Beijing posts and telecommunications, just joined in NetEase, Microsoft and other Internet companies, they insist on making use of their leisure time to do some "they feel very cool application." They also developed several lbs apps before the Palm Olympics, but they didn't download much.

In order to cater to the upcoming Olympic hot spots, coral made the Olympic information app at the end of June and posted it in the major Android markets, and they didn't release the iOS version because 5 of them didn't have the experience to develop iOS.

One months ago, they pushed the app to major Android markets. At present, the total download volume is not much, about 10,000 times. But it's a good score for their young team.

"Palm Olympic" development team, one of the members of the small NIE, and those large companies compared to the application of their "handheld Olympics" more dazzling, more user-friendly, and so on at the end of the Olympic Games, they intend to change this application into a sports information class application.

Similar to the "Handheld Olympics", another application of the "Watch the Olympics" a few days ago just on the line, its development team is equally unknown Fuzhou, China Branch Information Technology Co., Ltd.

"Watching the Olympics together" is the first application of the development of the Fuzhou Branch, which is divided into iOS version and Android version. According to the company's official website, they will be "together to see the Olympics" as an opportunity to follow up on the launch of "watching the tournament" "together to see the performance" "together to see the film."

On the traditional PC Internet, several major media share the main flow of Olympic information, a new website is difficult to get users. The difference between big companies and small development teams is getting smaller as the Olympic transmission channel shifts to the mobile end, because no matter how big a development team, the user can only be a 1-centimeter-square app.

Socialization of Olympic reports

Another effect of the popularity of mobile internet is the social socialization of Olympic reports. In the full coverage of the social network today, everyone may be an Olympic reporter, including spectators, volunteers, athletes, all the people involved in the Olympics can use mobile phones to record their own eyes of the Olympic Games.

Bin, financial news director of the 21st Century Economic report, complained on Weibo that when news incidents occurred, traditional media reporters on the ground did not live through channels owned by their own agencies, but through micro-blogging. In this environment of everyone's media, social networks have had a noticeable impact on traditional media because of their wide participation and good timeliness. The situation will be more pronounced at the time of the London Olympics.

"Internet access was slow at the 2000 Sydney Olympics, the smartphone did not show up in the 2004 Athens Olympics, and social media did not take hold in the 2008 Beijing Olympics," said Jackie Block Doyle, director of the London Organising Committee for Communications. In London, everything is ready and everyone can use social media to focus on the games. ”

From the Beijing Olympics to the London Olympics, in just 4 years, Facebook's active users surged from 100 million to 900 million, Twitter users jumped from 6 million to 140 million, and Sina Weibo's registered users soared to 16 million on a monthly new 300 million rate. You see, the big and small people who have arrived in London have turned into "special reporters" and have sent back the latest reports ahead.

The 2012 London Olympics became a veritable "socialympic (Social Olympics)".

The transformation of the media

He Quan, an Internet analyst, said, "from nearly 20 years ago, every Olympics is basically a media change: from print media to television media, from traditional internet to mobile internet, the way people access Olympic information is changing dramatically." ”

1996 Atlanta is the world of print media, the 2000 Sydney Olympic Games is the world of television media, the 2004 Athens Olympic Games Internet media began to rise; the 2008 Beijing Olympics, the Internet and video sites all got the right to broadcast the games, and played an important role in the Olympic report. The 2012 London Olympics? It's time for mobile internet to play a role.

This month, the organizers of the Games have launched two official apps: the London 2012 Olympic calendar (Results app), the London 2012 Olympics Watch Guide (London Join in app), And a sports game: The official London 2012 Olympic Games (official Mobile Game), while covering iOS, Android, WP7 platform. This makes the London Olympics the first official mobile application of the Olympic Games.

The international media giants BBC and NBC have launched the Olympic Games for the Olympic Games, and the main functions include event reports, athletes ' data, live content, social sharing, personalized subscriptions, etc.

"It can be said that the Olympic Games arena is a sports arena, the Olympic Games outside the stadium is the technical innovation arena." "He Quan said.

The competition of the mobile strategy of the Portal Olympics

Due to the time difference, the mobile internet has a deeper impact on Chinese Olympic audiences.

When Beijing is 8 different from London, most of the games will be held from 16 o'clock to 2 o'clock in the morning, and most of the gold medals will be produced after midnight. In this case, access to the latest Olympic information through mobile phones has become the first choice for many Chinese viewers.

A third-party survey showed that 50.7% of users said they would focus on their mobile phones or tablet computers during the games, up more than 30% from the 2008 Olympics in Beijing. Among them, the news information will be the most rigid demand of the mobile end user, the demand of the news user is up to 80%. During the Olympic Games, 56% of users will be able to access the relevant information via mobile phones, and 45% of users will be able to watch the event through mobile terminals.

Because of this, the four major portals have invariably given up the live broadcast of the event, instead aiming at homemade programs and information push. He Quan said: "In terms of resources, the four major portals are not cheap." So the choice of media will be the most important step for them to seize the Olympic opportunity. ”

WAP Station and news client are the basic positions of the four-door Olympic reports.

Sina set up the 2012 London Olympic station in the mobile phone Sina Network, the content includes the event forecast analysis, the famous comment, live broadcast, and added "The Gold medal special issue" and "the Event Sex topic" module. and the palm of Sina Olympic version will focus on providing three functional services: Olympic Zhongdi, the Olympic early evening news, the Olympic Games guide.

Tencent proposed the construction of Web+wap Olympic real-time community, mobile Tencent Network launched two Olympic interactive products "Olympic answer" and "Olympic photo upload", Tencent News Olympic version of the client, users can view the gold medal list at any time, to understand the frontline news, to watch Tencent "China Teahouse" original video, Also through the microblogging hot spots to understand the public opinion of the tournament.

Mobile Sohu content includes event news, info data access, gold medal information, live pictures and so on. With the advantage of video, mobile Sohu will also achieve the London Olympic Games video on demand. Sohu News Client can push, subscribe to the Olympic News, and launch the London Olympics magazine "Special Olympics" and "panoramic Olympic pictorial."

NetEase News Client is NetEase Olympic products reported. NetEase for the first time to upgrade the smartphone platform for the Olympic information dissemination of the main platform to provide 24-hour uninterrupted mobile phone Olympic broadcast. NetEase also expanded to include the street, Youku, everyone, Tianya, mop and other mobile internet partners, the formation of "Mobile Cloud reporting" alliance.

In this basic position, each major portal has its own unique advantages. Sina will take advantage of Weibo, to attract users through the mobile phone micro-blog to publish their own watch the Olympic Games and mood; Tencent micro-letter "Tencent Olympic" official number, will be through the push function, will be the Olympic Games during the highlights and dynamic venue recommended to listen to users; Sohu specially developed "Sohu Olympic 2012 clients" can provide more detailed and intimate Olympic information, and Sogou, video integration; NetEase News client has a good user base, and netease other mobile application integration, make mobile Internet become the main battlefield of NetEase Olympic report.

For the Internet media, they are in competition with their opponents, but also in competition with themselves, but also with a large number of grassroots applications, personal media competition. Olympic competition, the field outside the same fiery.