The spring of online music also needs to find its own

Mobile Internet intellectual Property music

Whether it is market data, or a keen interest in copyright monopoly, is not a sustainable development of online music growth path. The best way out of online music service is to get rid of the old mode of PC Internet age, and to return to innovation and user experience mobile internet thinking. Hold on to the copyright monopoly I am afraid only after "first warm" encounter "still Cold", the way of mobile internet innovation can truly usher in spring.

The spring of 2015 is coming, but the spring of the online music market still needs to look for itself. Recently, the online music field exploded a heavy news: Ali combined with shrimp music, every day to set up the music of Ali, cool dog music and coolness music has also been exposed actually already merged into the Ocean Music group. On the surface, online music is entering the era of the Giants-there is a view that the ocean music Group, Ali Music and QQ Music has formed the Thing of the domestic online music market, and the establishment of other brands insurmountable advantages. (See Titanium Media article "Listen to music online to charge, would you?" 》）

However, the author of this article does not agree with such views. As previously published in Titanium Media article "Do not copyright, online music may wish to from three different ways of play" mentioned that many of the new online music play seems to be more than copyright monopoly in the mobile internet era of user habits.

First from the user's actual use of the situation. The author in the surrounding colleagues and friends and relatives did a small survey of about 50 people, the result is the highest number of users of cool dog music, followed by Baidu Music and QQ music-more than three have been divided into the vast majority of users, the rest of the day with the sound and coolness music basic half, shrimp, NetEase cloud Music, many meters of users. Although the representativeness of this small-scale survey is not convincing, but can also probably get some pretty conclusion: Cool dog music and QQ music in the young people are very popular, Baidu music because of the earliest start, occupy the first advantage, with a small user base, and shrimp, netease applicable to install Force, by a small number of users sought after.

In this regard, regardless of the so-called professional institutions published market share data is accurate, after all, different reports of the data still have a large discrepancy. Whether the market share can be used to measure the overall strength of an online music manufacturer. All sorts of information suggests that cool dogs and Youku's music business are in a downward trend, with a low density of high-quality users. Industry insiders also know that the formation of Ali music behind, in fact, every day the beautiful market share in the trend of decline, the shrimp joined Ali Camp has been no improvement, so had to merge to hold a group for warmth.

There is also a reason to hold a regiment to keep warm, through the copyright monopoly in music content to establish barriers. Copyright Monopoly as a competitive chip, we have seen in the competition of online video, but so far no one can rely on the acquisition of copyright to achieve absolute leadership, and rely on copyright monopoly can achieve success of the online content enterprises at home and abroad in any industry, has not yet. So are online music brands that are replicating this competitive model bringing different results?

In Chinese music, copyright seems to have been a barrel of gunpowder that has been around for decades and has been the source of countless disputes. In the age of pirated tapes and CDs, the industry has called for the protection of copyright and the fight against piracy. Today, copyright finally found a paradise of online music, but then became the online music brand competition chips.

And do not say that online music in the copyright "zoned site" way of contribution to the business income geometry, single from the user level, the copyright monopoly is really the goal of promoting user experience. The sharing of copyright in online music content eventually led to the spread of music content in the hands of different online music providers. At the same time, no online music can be strong enough to achieve a real "monopoly". This allows users to be moved between different online music services, coupled with the current number of online music brands, really a bit of the Dragon bead to summon the dragon feeling.

Remember in an article that analyzes online music to create copyright barriers, many netizens are helpless to say "only a few more music app", which is enough to illustrate a problem, online music on the content of the partition increases the user to enjoy the same service to pay the labor, which I am afraid they are not happy to see. Obviously, the competition way of the copyright monopoly, the effect is more obvious in causing trouble to the user.

It sounds logical to monopolize online content to retain users, but why is it so deliberate? The reason is that copyright disputes are essentially a matter of stock, and the online music market, both content and user, is an incremental market. There is no compatibility between the two, and the result is that the monopoly is invalid and the user is injured.

Some people may ask, online music does not spell the content monopoly to fight what? Any Internet service, in fact, can not be separated from an eternal theme: innovation, with more innovative features and experience to gain the goodwill of users, online music is the same. The old model of copyright controversy, which still belongs to the PC Internet age, has shifted to the needs of users in the mobile internet era.

The current status of mobile Internet is: 4G bandwidth development, tariff decline, the popularization of multiple terminals, these have exacerbated the traditional music consumption habits of subversion. One of the most typical changes in user behavior is that the user no longer chooses some music specifically for the purpose, but prefers to establish randomness under certain rules. For example, from the past to download a number of favorite songs from the loop playback, become based on certain conditions by the online music service providers to push music. Online music everywhere, so that users of music accompanied by a growing demand for the scene and UGC radio and other models have now become the future of online music development direction.

Even the radio itself is evolving to accommodate the development of mobile Internet. Pandora Music Radio, which is popular with users in the United States, allows users to type in a song or a singer they like, and Pandora creates a radio station for users to play similar music. and Baidu Music introduced at present all kinds of mobile interconnection services are concerned about the "situation" service, the introduction of intelligent scene Radio, according to the user's use of the habit to recommend the right scene in a specific time station radio, at any moment to bring the occasional "background music."

Whether it is market data, or a keen interest in copyright monopoly, is not a sustainable development of online music growth path. The best way out of online music service is to get rid of the old mode of PC Internet age, and to return to innovation and user experience mobile internet thinking. Hold on to the copyright monopoly I am afraid only after "first warm" encounter "still Cold", the way of mobile internet innovation can truly usher in spring. (The author of this article wind Qing Yang, first titanium Media)

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(This article is the author @ Wind Qing Yang authorized Titanium media, and by the Titanium Media Editor, reproduced please specify the source and this article link)