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Eight years ago, we were on television and on the portal for Zidane's Shadow yin injury; now, when Spain upset defeated, we are using mobile phone applications and friends Circle Mutual regret. With the rapid development of mobile Internet, people's access to information has quietly changed. In this World Cup, mobile Internet became the second battlefield for the first time, the World Cup of mobile internet began officially.
The second scene of the World Cup
Since leaving the "Asian time zone" of the Korea-Japan World Cup, the rest of the Chinese fans are no longer normal. The big game has gathered in the early morning, and CCTV's dominance of broadcast rights, the user blocked in the midnight sofa, so that countless fans are full of anticipation of the tangled up.
At the same time, according to Cnnic to the World Cup during the study of Internet users behavior, the overall quality of fans are higher than the average user level, nine to five work, a considerable salary, a wide range of social networking is the standard fans. However, this "fan nobility" produced by the problem is also obvious, fast-paced, high pressure, communication frequency of life has already divided their time fragmented, "fragmented" living status became the label of fans netizens.
All in all, awkward game time, "fragmented" living conditions, makes it hard for people to devote themselves to the World Cup. So for the World Cup highlights, more than half of the fans choose to watch on the mobile screen, using all the corners time to check the event information, hot comments; The main position of the shouting and evaluation of the ball also moved from the bar to the mobile phone and micro-credit microblogging, and all kinds of mobile phone app also recount, calendar reminders, Simulation games and other functions to help users to participate in the World Cup craze, mobile phones have become the necessary to receive a powerful tool for the fans.
World Cup trapped information siege
Mobile Internet allows people to gain more freedom of information, but the blessing of disaster, in the World Cup mobile Internet transformation, will gradually face the challenges it brings. Business, media in the World Cup marketing with the development of the media, in the World Cup, we deeply feel that the whole network, regardless of the relevance of the close, the content is linked to the World Cup, social circle is not the game gossip, business marketing is flocking, the World Cup information redundancy brings people into another predicament.
This phenomenon can not help but reminiscent of the famous paradox in the history of information: Shannon said information is entropy, and Wiener says information is negative entropy. "Regardless of whether people are concerned about this information, users have to" accept "them, and the World Cup will further magnify the abuses. The World Cup in the mobile internet era should not be an accomplice to junk information. How to keep abreast of the needs of users, so that information back to the nature of the fans to provide a "pure" football feast is to become the next topic of mobile Internet.
The "Entropy reduction" of the World Cup
In fact, some internet giants have long struggled to achieve this proposition. In the recently held Gmic conference, Tencent QQ browser chief product architect Ye Jun put forward the concept of "reducing entropy", that the information overload brought about by the low efficiency of information dissemination, so that the ratio of information value, that is, the entropy is high. Next-generation browsers should provide users with personalized information services, and strive to reduce entropy to enhance the value of information. Then, the internet giants have also turned to this trend, Sogou mobile phone browser in the new version of the upgrade proposed "you want, already waiting for you" concept, and NetEase also in the recent reform of the portal, to create thousands of people face the portal experience.
So focusing on the World Cup and the fans, how does the mobile Internet achieve this idea? A notable phenomenon is that during the World Cup, the information flow and user groups formed a specific "cultural tribe", how to build a personalized platform for the segmentation of specific user groups, will become the World Cup "drop entropy" One of the important ways. For the World Cup launched a variety of applications in this period can be said, from the information to the quiz, from the false fans to force guide to the Girlfriend World Cup Survival Handbook, will be the World Cup sweep.
Tencent, on the other hand, provides a special World Cup information access platform for fans through a simpler and lighter application. In the QQ browser into the light application channel, you can open a key "Brazil World Cup" light application. In addition to the comprehensive and professional content settings, compared to the general World Cup app, there are more convenient to use, no need to download the advantages. Whether it is the vertical World Cup app, or lighter application, is to the World Cup "entropy" important way.
Mobile Internet World Cup, the change is not only the consumer entertainment and market operation of the traditional model, but also subversion of people access to information channels and lifestyles. People in the enjoyment of their convenience, but also need to accurately identify information. Starting from this year, the future development of mobile Internet, must be around the needs of users, so that users experience more convenient, accurate, personalized Internet Information services.