One mobile phone to conquer the world: mankind's last chance for gold nuggets

Chapter 34 How can a broken industry be reborn? (11)
Salman Khan, a Bangladeshi-American, founded Khan Academy, an educational non-profit organization. Content, each course video is about 10 minutes long, starting from the most basic content, and connecting with each other in an advanced way from easy to difficult. In 2009, "Khan Academy" was awarded the Education Award in the "Microsoft Technology Awards".On the one hand, due to the extremely high number of clicks on teaching videos, Khan can get advertising revenue from YouTube every month; on the other hand, many students will send him money spontaneously, ranging from tens to ten thousand to twenty thousand dollars.According to reports, the famous American venture capitalists Dole and his wife donated 10 US dollars to him. In 2010, "Khan Academy" received two important donations: one was donated by the charitable foundation of Bill Gates and his wife for 500 million US dollars, and the other was sponsored by Google for 200 million US dollars.Using the money, Khan translated the existing videos into more than 10 languages ​​including Spanish, French, Russian, and Chinese.Bill Gates once said that Khan's success is "unbelievable": "My children and I also use 'Khan Academy' a lot. He is a pioneer. He uses technology to help people acquire knowledge and recognize their own. location, it literally led to a revolution."

Applications derived from education[58]
Koemei is entering the field of online education with video content transcription technology. Koemei transcribes the content in the video into text content and generates matching subtitles for users to view, compare, retrieve and quote.It also takes the form of crowdsourcing to allow ordinary users to correct, modify errors, or authorize specific groups of people to make corrections.There are more and more video teaching content on the Internet, and online education continues to penetrate the market.In Koemei's own words, he wants to "transform every teaching video into a classroom". Educational institutions using Koemei's technology can not only produce text content for teaching videos, but also use Koemei to create a classroom for students to take notes and communicate online. platform for discussion.

Koemei has paid services with different price packages, providing video content transcription of different lengths and a learning platform for student groups of different capacities. The lowest priced annual plan package is $299 per month.At present, Koemei has obtained US$60 in revenue from contracts with three educational institutions including CUNY, and about US$100 million will come from projects of other teaching institutions in the near future.Koemei previously received $150 million in Series A financing.

◎Recommended reading

Mobile learning sets off a new revolution in learning[59]
2012, the Year of MOOCs[60]
Fifth Media: 65 billion mobile phone users are journalists

Wang Jianzhou, the former chairman of China Mobile, once outlined a prospect for the future of mobile media: "I hope that mobile phones will become such a kind of media in the near future. information."

In 2006, Time magazine of the United States issued the Person of the Year "YOU", which fully reflected the impact of the Internet on traditional media. In the information age, everyone can change the world.Both Sister Feng and Obama can become the center of the news.

Everyone will become a journalist, and eventually professional journalists will lose their jobs.And those professional news commentators with unique perspectives will become more and more valuable.Whether it is Xinhua News Agency, the Associated Press, or Agence France-Presse, it is useless. Anyone who uses a smartphone in the world can be a reporter. Reporters are everywhere. Post it online.A reporter is a reader, an audience.

Case
First Perspective News - Google Glass[61]
Sarah Hill, a reporter from the Veterans United News Network in the United States, believes that Google Glass will revolutionize news reporting.In her opinion, a reporter equipped with Google glasses will be able to produce and disseminate information and content in real time, and let the audience see the news scene through the "No.1 perspective", that is, through the eyes of the reporter. bit by bit.It is conceivable that when the information that users see on the spot is recorded live through Google Glass and immediately uploaded live, it will be a major change in news interviews.

Therefore, to do news is to be a platform, and the platform is very important.Whoever has the richest content must have the largest platform.You need to call on hundreds of millions of ordinary people to post the news they have photographed and seen on your platform. Then, the choice is very important. You must have a filtering mechanism, which ones are newsworthy, and which ones need to be verified. Authenticity... With this mechanism, and more importantly, the opinions, comments, and predictions you have behind these news are valuable.News is valuable, but in the end, it is not as valuable as comments, and it is not as valuable as reading news.Through a piece of news, if anyone can tell me which stock to buy may make money, whoever has the ability to see the application of data correlation behind the news will be valuable.

The main features of self-media are content creation and self-selection. I am in charge of my news and programs.

Case
Photojournalist Laid Off - Mobile Phones Become News Photography Tools[62]
In June 2013, the "Chicago Sun" fired all photojournalists, including Pulitzer Prize winners; the newspaper began to train ordinary reporters to use iPhones to shoot news pictures.In the future, after encountering an emergency, the news media will first use the pictures and videos taken by the mobile phones of users of social networking sites, and then rely on the mobile phones of professional news agencies or their own writers to generate content. Ordinary media will no longer need to be equipped with the post of photojournalist. .

Mobile media has become the first media[63]
On July 2013, 7, an Asiana Airlines plane crashed in San Francisco, and it was not the media that first conveyed the news to the outside world, but David En, a passenger on the plane.When the crash happened, he calmly broke the news of the swiftly garnering catastrophe from the plane to the world.Before the crash, David's Twitter account had only 6 followers, and it grew to more than 3 within a few hours.

Just as photographers from major mainstream media rushed to the scene, a group of shocking pictures have been circulated on the Internet. The source of the pictures is Instagram. The photographer only used an ordinary iPhone with the Instagram App The built-in exposure compensation function accurately captured the suffocating atmosphere and moment of the scene, so that this group of pictures was repeatedly quoted by many media in subsequent reports.

Similarly, the big data behind the news is also valuable. You can analyze the sports a person likes, what food he likes to eat, where he likes to travel, and what books he likes to read based on the interesting news he chooses.

There is a very famous example, a photo published on the cover of "People's Pictorial" in 1964: Wang Jinxi, the "iron man" of Daqing Oilfield, was wearing a big dog fur cap and a thick padded jacket, holding the handle of the drilling rig and looking into the distance under heavy snow. , behind him are scattered tall derricks.As a result, the Japanese saw the intelligence value behind the picture. Based on Wang Jinxi’s clothes in the photo, they judged that it was only possible to wear such clothes in winter in the area between 46 degrees and 48 degrees north latitude. Therefore, they inferred that the Daqing Oilfield It is located between Qiqihar and Harbin; and the diameter of the oil well can be deduced from the frame of the handle held by Wang Jinxi in the photo; the approximate reserves and production of the oil field can be deduced from the distance between the drilling well where Wang Jinxi is standing and the oil field behind and the density of the derrick.Through the mining of this information, it is concluded that the Chinese cannot produce oil refining equipment, transportation equipment, exploration drilling equipment, and oil production equipment suitable for such conditions, and they will definitely buy them from foreign countries.Back then, the location of the Daqing Oilfield was a state-level secret. After Japan won the bid with a precisely matched plan, the Chinese government searched everywhere for who leaked the secret to the Japanese. In the end, the Japanese said that it was the two photos of Wang Jinxi published in "People's Pictorial" provided us with data.Therefore, news is intelligence, and it is necessary to have the ability to comment and analyze the application of big data correlation.

Case
Prevalence of self-media——WeChat personal public media[64]
Since January 2013, 1, Wende has published articles on the "Ghost Foot Seven" account. As of May 3, the number of "Ghost Foot Seven" WeChat subscriptions has reached more than 2013.During these four months, the number of subscriptions to the WeChat public account was initially 5 per day, and then increased to about 67100 per day.Now Wende no longer deliberately pursues new subscribers, and the number of subscriptions has gradually decreased to less than 100. After the Lushan earthquake, "Ghost Foot Seven" sold advertisements for 1400 consecutive days at a price of 1000 yuan per day. This seems to be an attempt at commercialization.

After Cheng Lingfeng's "Cloud Technology" received a large advertising order from Vipshop and other self-media, he clarified his advertising quotation - publishing 1-2 articles per day, 1 yuan per day, 3 for 5 days.Such an advertising offer made other WeChat self-media practitioners excited.

Feng Dahui’s “Grape News” claims that its account currently has the largest number of fans among technology-related personal accounts. “Grass News” is operated by Feng Dahui alone. The profit model of his account is advertising and small sponsorships. If users like him WeChat account, you can make a small amount of money sponsorship through Alipay.

On August 2013, 8, the WeChat public account "Luo Ji Siwei" operated by Luo Zhenyu announced the opening of the first batch of member recruitment for the reading community, and within 9 hours, completed the collection of 6 places, with an income of 5500 million yuan.

In the 4G era, the popularization of mobile video services will accelerate the replacement of traditional TV and Internet TV by mobile TV.Mobile phones will eventually integrate text, pictures, sound, and video on their own screens, and the era of mobile omnimedia is about to kick off: How will mobile phones allow you to see the future?

Cloud Music: Unexpected Encounter with the Sound of Nature
According to the 2012 annual report on China's online music market released by the Ministry of Culture, by the end of 2012, a total of nearly 7.5 million people in my country listened to online music through the mobile Internet, and adopted models such as online music service download fees, which will undoubtedly become an online music industry. New highlights of market growth.Analysys International predicts that in 2013, the scale of China's wireless music market will exceed RMB 400 billion.

Case
China Mobile wireless music base - the wireless music payment market created
In June 2005, the mobile music base landed in Chengdu. In 6, it drove the revenue of the entire network to exceed 2006 billion yuan, in 50 it exceeded 2007 billion yuan, in 100 it reached 2008 billion yuan, and in 180 it reached 2010 billion yuan. In 220, China Mobile's wireless music business revenue accounted for more than 2012% of the domestic wireless music market, and the average monthly sales of genuine music reached 83 million times. In 1, China Mobile's wireless music website 2006 was synchronized with the Spring Festival Gala, and all the songs on the show were online in real time, and users could immediately set their favorite songs as ring tones for mobile phones.The song "Auspicious Three Treasures" alone has been downloaded more than 12530 million times! "Mouse Loves Rice" was downloaded more than 200 million times that year, and the ring tone revenue exceeded 600 million yuan, which is equivalent to the income brought by the sales of 2000 records. Guang Panglong's "Two Butterflies" earned 70 million yuan. gross profit.As of December 2.4, the cumulative music downloads of the mobile wireless music base have reached 2012 billion times, with revenue of 12 billion yuan.And created a sales miracle of 43 million single downloads, which is hundreds of times the sales of 237 platinum-level records in the traditional record industry.China Mobile's wireless music base has more than 2600 world-renowned music content partners including Sony and Warner, introduced 5 million genuine songs, 1000% coverage of new songs, and a monthly sales capacity of 168 million times.The wireless music base is driving the rapid development of the digital music industry with a growth rate of 98%, gradually becoming a pillar industry of the cultural industry.As of June 1, the Zhongyin platform had a total revenue of 30 billion yuan.In June alone, there were 2013 million downloads of Zhongyin billing, and the platform revenue was 6 million yuan. [26.89]
China Mobile Music Industry Chain

Image source: Analysys International "China Mobile Music Industry Report"

The mobile phone era has destroyed the record industry, so we see that more than 70% of record companies in the world earn from mobile phones.The mobile phone is the music player, the CRBT is the music wholesale store, and finally the mobile phone is the tool for everyone to make music.

How will the music business model change in the mobile phone age?Pan Feng, vice president of Beijing Lezhiyun Cultural Media Company, concluded:
First, know which music the user listens to and which singers they like, and finally analyze what type of music the user likes immediately.

Second, from a large number of songs, actively help users select suitable songs and push them to users.Adopting two modes of payment and no payment, paying users can enjoy high-quality music services with high audio frequency and no advertisements for free.Users who are unwilling to pay will have advertisements inserted in the songs they listen to.And this is also based on the data of users' interests and hobbies in songs, analyzing and playing product advertisements that they may like.

Third, allow users to interact with celebrities online, enable users with common interests to make friends, and form a cross-dating social platform for making friends.

Fourth, no matter where the user goes, there will always be cloud music services across locations, times, moods, and terminals. For example, when users are driving, they can enjoy their favorite music through the car stereo; When the user is sleeping, the user is provided with lyrical music that helps the user sleep; when the user is dating, the most intoxicating and falling in love music is played. .

The musician Xiao Ke even proposed the concept of a music leisure clock, playing soothing music for white-collar workers through mobile phones at regular intervals, reminding them to develop correct work and rest habits at work.Finally, through the user's favorite song, analyze which novel and product the user likes, find correlation through data analysis, and realize cross-border integration. Finally, earn income through targeted advertising and VIP payment, and through differentiation The horizontal application of marketing and digitalization is used for operation.

The goal pursued by Lezhiyun is: be as beautiful as you like, happy as a cloud!Online and offline, grass roots and stars, sharing and making friends, classics and customization!Create a music stage in the cloud era!
A benchmark enterprise in China's wireless music market[66]
Case
Interactive digital music album App[67]
In June 2013, Warner Music released the digital App album of its tenth solo album "Because of You" for its artist JJ Lin.The so-called App Album is a digital music product based on a mobile terminal. The emergence of App albums, on the one hand, brings a richer user experience to fans, and at the same time, brings a more favorable ratio of bills to content providers.

Information on 10 songs, 10 MVs, 10 micro-movies, and 15 concerts are all included in a small app.When the sound of "the record is dead" became clearer, App albums began to enter the music stage.

As for the App album, in addition to the 30% revenue charged by the Apple operator, the content provider can obtain the remaining 70% of the total revenue.Even if the copyright owner and the app production team share 30/35, the content provider can at least benefit from [-]% to [-]%, and the final income is still higher than that of physical records.

Let the user become the protagonist of the concert - Sing Bar KTV[68]
唱吧于2012年5月31日正式登录苹果App Store。发布5天跃升至App Store总榜No.1，上线后三个月内一直保持在免费金榜前五名，目前用户量突破千万。

Singing Bar belongs to the vertical field, and the target audience is mainly young people and there are more girls. In addition, there are also a lot of practitioners in the entertainment industry playing Singing Bar, which spreads to each other through word of mouth.Such as models, singers, hosts and directors.Changba has gathered tens of millions of users, and has a strong influence among users who like music, singing, and listening to songs.

Yang Jiao, a celebrity on Sing Bar, was named "The Voice of China's Internet" at an Internet economic forum. Now the student of the China Conservatory of Music has signed a record company and will release his own album next.In the list of the most popular singers in Changba, Yang Jiao ranked second, released 138 songs, had about 42 fans, and received about 82 virtual flowers.

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Concerns about music applications: It is difficult to break the profit dilemma and enter the "fighting father" mode[69]
I am the master of my advertisement

CCTV said that it only takes 15 seconds for us to rebroadcast an advertisement to 10 billion people at the same time.The mobile phone media said that it only takes one second for us to find the piece of information you need among 10 billion pieces of information.This is the most essential difference between traditional advertising and mobile media advertising: I am the master of my advertising.

data
Development Status of Online Advertising and Mobile Advertising[70]
(End of this chapter)