Market Status of Mobile News Client

Under the background of mobile internet, mobile phone has developed into an important new platform for mass media and media integration with its advantages of anytime, anywhere, mobility and portability. In order to seize the mobile user market, various paper media and large portals (Sohu, Netease, Sina, Tencent) have entered the news mobile client market. In order to expand the mobile market, paper media generally develop clients on the Apple operating system and Android system of iPhone and iPad, and some paper media also take the way of seizing smart mobile terminals, that is, develop readers (such as Pai).

The content resources of mobile news client include two kinds, one is consistent with paper content; The other is to integrate more resources, and you can read the contents of all newspapers in the same group through one client.

Comparison of Competitiveness between Paper Media and Portal Mobile News Client

Mobile news client is recognized by more and more users because of its rich information resources, real-time information push and convenient social interaction. According to the China News Client Download Monitoring Report released by Analysys think tank in March 20 13, as of the end of March 20 13, the top three clients in China news client market were Sohu News, Netease News and Tencent News, accounting for 3 1.8%, 18.0% and respectively. The other two in the top five are Baidu News and Phoenix News.

20 13 On April 24th, Sohu announced that its Sohu news client had become the first news client in China with the number of users exceeding 1 100 million.

As can be seen from the above statistics, the mobile news client market has become the focus of mobile media competition, and all major Internet portals have tried their best to occupy as much market share as possible. Compared with the market development and popularity of mobile news clients of major Internet portals, the market share of mobile news clients of paper media can be said to be dwarfed.

Combined with the introduction of paper mobile news client and Internet portal mobile news client, it can be seen that there are significant differences in information resources, special services and social interaction between their news clients.

(1) As far as information resources are concerned, the resources that the paper media mobile news client can present to users are only a collection of newspaper resources of a certain newspaper or the existing newspaper resources of the group, while the portal website takes advantage of its cooperation with many media to present a large amount of information such as words, pictures and videos, covering a wide range, and some even allow users to customize the city news they care about (such as Netease News Client) or provide publication subscription services with different demand levels (such as

(2) As far as featured services are concerned, Netease news client has the outstanding feature of "following posts", Sohu news client can provide various publications for users to subscribe, Tencent news client emphasizes its "seconds kill" feature, and paper news client has no obvious outstanding features except content.

(3) As far as socialization is concerned, portal news clients have been connected to many social platforms, providing rich sharing channels, while paper news clients are still lacking in this respect.

The foothold strategy of paper media mobile news client

By comparing the development of news clients between paper media and portals, we can see that although many domestic paper media have launched their own mobile news clients, compared with the mobile news clients of influential portals, the user population of paper media mobile news clients is still very small. Facing the powerful influence of portal mobile news client, paper mobile news client should be based on localization, change the way of content production and dissemination, highlight its own advantages and attract more users' attention.

First of all, the mobile news client of paper media needs to combine its own media advantages, highlight the depth of content and actively promote special columns. The spread of news without depth in the Internet age can be described as flooding everywhere, and users can easily find it on different websites through search engines. After years of operation, the paper media has trained a large number of professional analysts in different industries, who have unique views on the breadth and depth of the problem. Therefore, in-depth news and featured columns will be effective tools for paper mobile news clients.

Secondly, the mobile news client of paper media needs to pay attention to the realization of user customization. In the digital age, more and more emphasis is placed on the personalization of users, and news reading will also pay attention to the personalization of users. The era of mobile Internet is an era of time fragmentation. How to use users' fragmentation time to help users find what they want to read in the ocean of news can be achieved through personalized customization. By virtue of the advantages of traditional newspaper printing, paper media can realize personalized customization of users in mobile terminals and traditional terminals. Personalized customization of news reading can not only improve users' satisfaction, but also make users who realize personalized customization become loyal users of paper media.

Thirdly, the paper media mobile news client should pay attention to the interaction with users, and improve the user's mobile news reading experience. This requires the paper media to fully consider the characteristics and limitations of the mobile terminal when making the mobile news client, and add some "additional functions" according to the user's reading habits in layout and design, such as offline download and night mode. , will bring practical help to users and enhance the user experience effect through the expansion of functions.

Finally, another important aspect is that the paper media should strengthen the management and mining of user data. An important feature of the new media era is user-centered, and whoever grasps the user will grasp the initiative. Media groups need to use a variety of technical means to understand the news content that different users pay attention to and the laws of users' news reading. They collect users' dynamic data, establish data models to analyze users, classify users according to different standards, and integrate and configure them according to different needs. Effective mining of user data can not only help advertisers achieve better precision marketing, but also provide an important marketing channel for product promotion within media groups. As Internet portals, Sohu, Netease, Sina, Tencent, etc. Optimistic about the user value of mobile news audiences, start to develop mobile news clients. The user coverage of major portals (as of 20 13) exceeded 1 100 million, with 40 million active users (on July 9 of that year), 42 million Sohu news clients (on April 24 of that year), 400 million Tencent news clients (on May 13 of that year) and 400 million Netease news clients. 20 12, 1 1, Netease announced cooperation with 15 local websites, such as Dongfang. Content production cooperation of mobile news client.

The applicable platforms of Sohu News Client include all models above the system of iPhone4s, iPhone4, iPhone 3GS, itouch, Android 1.6, all models of Windows Phone 7, windows 8, ppc and all models of Symbian. The platform cooperates with newspapers, internet, television and other media forms as well as enterprises, e-commerce, social organizations and individuals. As of April 20 13, there are more than 550 cooperative media, and users can subscribe to more than 200 publications for free.

20 13 On April 26th, Sina renamed the news client "Pocket Sina" as "Sina News", covering all mainstream operating platforms such as IOS and Android. Sina news client has strengthened users' personalized recommended reading experience, and opened up multiple social and self-media platforms, which is convenient for users to share anytime and anywhere through multiple social platforms.

Tencent News Client is a mobile news service based on IOS and Android platforms, which kills users in seconds and leads the "second" era of mobile information. 20 13 At the end of April, Zhongsou released its first mobile app, Zhongsou Yuedu, and launched mobile news reading.

20 13 At the beginning of May, Sohu and Sina successively announced the downloads of their news reading clients. The former has exceeded 1 100 million, while the latter has reached 48 million.

Sohu and Sina news clients are very similar to traditional desktop Internet portals. The content is mainly self-made, and the main news hotspots are also decided by the production team according to internal standards, which directly converts the user's reading habits into user viscosity. Search engine news readers, such as Baidu News and Zhongsou Search Yue, use search technology to capture news content on the Internet, and then determine the recommendation of news hotspots through users' independent selection and subscription. User viscosity also mainly comes from personalized subscription content.

Judging from the download volume, the former portal news reading client has an absolute advantage. Sohu News, Sina News, Tencent News, Netease News and Phoenix News, which have long occupied the forefront of news reading applications in the ios system, basically continued the names of several major portals of the desktop Internet. On the other hand, the search engine news reading application, the highest ranked Baidu news is also behind the five major portal news reading clients, and Zhongsou Search Yue has just been released, obviously it is even more impossible to achieve high download volume in a short period of time. Although news reading based on search developed late, its growth momentum can not be ignored. Obviously, these two types of mobile news reading highlight the bifurcation of news on the mobile side, and news reading no longer has the same mode to compete only by promotion means and content quality. In the future, the two types of mobile news reading will inevitably have the most direct competition, and the advantages and disadvantages of both sides are also very clear.

Portal news reading application not only has systematic content, but also attracts readers through in-depth analysis and interpretation of news, which is irreplaceable. But disadvantages also follow: on the one hand, the stability of the content production team will directly affect the user's viscosity; On the other hand, the prominent expression of views will also damage the fairness and comprehensiveness of the content. Of course, using several different portal news clients at the same time may avoid this defect, but it is inevitable that the competitiveness of a single product is limited.

Contrary to the former, an important advantage of news reading application of search engine is the whole Internet content capture, and almost all reports, interpretations and opinions on a single event can be presented to users. A product can replace several portal news clients at the same time. The disadvantage is that it is easy to flood information, and news of different quality and sources may flood the whole client, confusing users' audio and video. However, from the experience of Zhongsouyue, search engine news readers can avoid the risk of information flooding by subscribing to different levels such as channels, categories, news sources and specific keywords. Only when the content is rich enough and the scope of information is wide enough can personalization be fully realized, which has become another important advantage of search engine news clients. In addition, integrating search technology into news reading applications can fully expand the reading function and give consideration to the search function to solve more random needs for users, which is unmatched by portal news reading.

Although the mobile Internet has many unique attributes, the primary stage of the current mobile Internet is very similar to that of the traditional desktop Internet. Therefore, when two different ways of mobile news reading are presented to netizens respectively, people who have experienced it will inevitably have associations: search engines will replace portals as the first choice for netizens to obtain news information, or they will be staged again in mobile news reading.