What's the fate of Mi-goo under huge sums of money?

These days, the movement of China has attracted much attention. October 9, previously stranded in the Chinese-mobile internet companies to prepare for acceleration, from the year of planning "Moving Dream Network", "Dynamic Zone," the two well-known business of the incumbent chairman Lin Zhenhui as the preparatory group leader. October 11, China Mobile and Deutsche Telecom signed a joint venture agreement, according to the proportion of 50:50 to set up a car networking joint venture. October 13, a long time ago, the new medium-shift media company, has been identified as the "Mi Goo Cultural Technology Group" (hereinafter referred to as the "Mi Goo Company"), plans to complete the business registration by the end of October, and three years of investment 10.4 billion to create new media giant.

What's the fate of Mi-goo under huge sums of money?

Mia is the first "go out" subsidiary in Mobile

Mia is not the first independent subsidiary, but its establishment for China Mobile, the exploration of greater significance, the disclosure of the strategy that China Mobile this time want, is a viable external subsidiary.

Previously, mobile set up a terminal company, the Internet of things, enterprises, enterprises, financial companies and many other subsidiaries, but these subsidiaries are still moving the original operating system in one of the links, can not be separated from the survival of the real sense of the independent operating company. For example, the terminal company is mainly to act as a mobile large terminal strategy of the capital Logistics platform; The internet of Things is a mobile internet terminal, card and other business support companies, enterprises are in order to counterpart services to the national group of customers, make up for the past, the company only management functions and provincial companies can not coordinate the national Short board. And the earlier holding company Zhuo Wang, is also almost mobile product development and platform operation of the support side.

Their existence, in the large mobile plate, is to improve the efficiency of operations, is to move the core business better operation, so as long as the tree does not fall, they are food and clothing worry-free. The core of the real market operation is still the provincial companies moving.

But the background of the birth of Mi goo has changed. In the middle of this year, mobile proposed the "three curves" of the development model. The first curve is the traditional mobile communication service represented by voice and short MMS, the second curve is traffic service, and the third curve is the development of digital service. The first two curves can be considered the current main business, and the development of the third curve is placed in the new media company and the China-migration Internet company.

Therefore, the establishment of the MIA for Mobile, is no longer simply the internal function of independence, but hope that it can spell a world in the market, can jump open the existing system to generate new revenue. This important task will allow the company to face more challenges than many of its previous subsidiaries.

A new giant with strong pockets

The company is born with a golden key.

First, the funds are extremely strong. According to the Tencent Technology report, the company injected funds for 10.4 billion yuan, divided into three years, 2015 capital injection of 7.1 billion yuan. And the current a-share investment in a lot of hand travel, content industry, the new media leader of the media, its market value is still 22.5 billion, the layout of video and smart home of the music market value of 30 billion. The register is tens of billions of dollars, can be said to be born on the list of new media giants.

followed by a rather thick legacy. The company is designated as a mobile music, video, reading, games, animation digital Content Business section of the only operating entity, will inherit the accumulation of many years of new media copyright resources have been operating resources, such as the music base in the same time to become the record company's savior, got a lot of genuine music content, And the gaming base is also very lucrative.

Finally, the internal resources of the strong tilt. According to the internal strategy, the provincial companies, professional companies, direct units can not carry out their own music, video, reading, games, animation in the field of business operations, can not own with the above-mentioned areas of Third-party business cooperation, or for the above areas to provide billing. This is a move to the microphone of a retreat, if not the outside market, then exclusive internal market.

In the past, because of the unprecedented success of the mobile industry, whether it is a professional company or base, mostly rely on the main industry blood transfusion, relying on internal resources is the convenient way, really go to the market is really not many, this is normal, put which companies are the same, bat three departments which department is not the hope core product diversion volume? To guide the amount of a diversion, you can make a product soar. Therefore, the struggle for internal resources is often the most important branch of the focus of survival.

Even if the current mobile industry is facing a dilemma, I hope that the time to go out to play a new world, I still see such a struggle for internal resources of inertia. Billing is the most critical resource for new media companies, and the current move strategy is to block the opportunity for provincial companies to cooperate independently and externally in new media, even if the company did not do a good job, the provincial company in music, video, reading, games, anime have action, also can not around the microphone goo, must be responsible for access to the microphone, on behalf of the billing. And another company in the process of planning to move internet companies, also in the relentless struggle for billing capacity, but at present, the Internet company seems to have a little stand downwind, the internet depends on the survival of the core business mm (Mobile harsh), the current income is mainly from the so-called application of the charge, that is, the game's generation charges, After the game belongs to the company, the Internet companies can no longer be independent to the excellent game companies directly talk about access.

Therefore, with this kind of resources and such resource tilt, it seems that the luck of the microphone will not be too bad in the short term.

To be promising or to focus on the outside

But as some internet people have pointed out, when we fight outside, we are all bite, we will die when we are not good at it, and these companies with golden Key are born, do not do well, cry to need resources to policy. A group of people with a retreat vs. a group of desperate Barbarians, who wins and loses?

At present, the media operating platform competition has been extremely fierce, music, video, reading, animation, each area is full of experience in the market war opponents, from the terminal experience, content operations, user operations and other aspects, the company does not have much advantage. According to the 14 mobile app terminal coverage data display, Microphone Goo Music ranked music category 8th, the number of live users 2.7 million, less than the first QQ music 114.788 million of the fraction, but also cool, dog, DOM, etc. is not a magnitude. But the video, reading and so on did not find the data, but from the major application market classification to see the magnitude is relatively small. The game operating platform is not in the top ten according to the Analysys data. So unless strategies such as acquisitions are adopted, it is not too optimistic for the autonomous platform to look at the present.

And the most core of the billing aspect, although the operator account billing method is still the most convenient way of mobile payment, but also face more and more challenges. On the one hand on the phone side of the Alipay wallet, micro-letter payment in this year's rapid development, Alipay Wallet has exceeded the number of users 100 million, the number of live users more than 40 million, although compared with the mobile 700 million users still have distance, but Alipay more payment scenes, more viscous, the proportion of users will be more and more; On the other hand, Because the new media and the distribution platform of the game is not dominant, the platform in the choice of payment is more dominant, and the platform is generally inclined to all kinds of payments are connected, operator account billing advantages will also be diluted.

In the case of the outside advantage is not obvious, the province company's promotion ability and the marketing resources are the key. But after independence the interest game will be more complicated. After the establishment of the new media company, and the provincial company has become a parallel structure, new media companies have no direct guidance functions? will also be issued to the provincial companies corresponding business promotion indicators? If not, then the new media company status will be very awkward, rely on their own promotion is difficult, to rely on provincial companies to occupy the province's valuable marketing resources, provincial companies have what power to consume resources? Before the purchase of these so-called value-added services to send traffic, to send the bill of activities, in the focus of more and more to 4G traffic management of the current, provincial companies will do?

If the company does not prove its ability and position in the open market, the new media exclusive cooperation power to support how long is also a question mark, when the terminal company also wanted to become the provincial company Terminal exclusive platform, but now in the provinces have become a parallel with the social platform of a number of platforms.

Therefore, although there is a rich home, the future of the microphone is very difficult, this is the mobile group to make the company go out of the heart. Really promising, to rely on the outside market, then the company wants to change not only the base to be incorporated, but to complete with the past operation mode break, truly form a market-oriented company, with its own independent marketing ability, in the absence of this performance, it is difficult to see the bright side of its fate. But perhaps only in the darkest hour is the moment of rebirth.