3G, publishing who call the shots - of publishing traditional publishing and mobile phone in hand

[Abstract] With the release of 3G sign, the audience reading habits change, integration of digital publishing, traditional publishing is bound to enhance core competitiveness. Mobile publishing, digital publishing, as an important member, will lead an all-media age, realization of any person at any time, any place can be in any way for any content. 3G era, the traditional publishing and mobile phone joint publication is the Development of effective means of publishing Industry and the inevitable trend.

[Key Words] 3G mobile publishing status of traditional publishing trends

"2006 annual meeting of China's digital publishing", the Press and Publication Administration, Deputy Director Liu Binjie a report entitled "Using digital technology to drive modernization of China's publishing Industry "important report, he pointed out: the publishing Industry as a cultural innovation front, it is the source of the exchange of Information resources integration. Construction of the digital publishing Industry, Information technology in a country supportive of competition in the pivotal role. Publishing Industry is a system of digital resources and assets, leading industries, the professional base of Information production, Information services is an important pArt. Digital publishing will be the point of creating a traditional publishing house profitable new land.

2009 年 7 held the Third China Digital Publishing Fair, Press and Publication Administration to countersign the Sun Shoushan that digital publishing is the world's future Development direction of the publishing industry, publishing industry will become the new growth point. Digital technology has brought production publishing industry, business model, management and other revolutionary changes in the new era of press and publication industry, an unprecedented expansion of new space.

Phone as a digital mobile terminal, as enhancements, sophisticated communications network, has not only limited to a simple communication tool, but the set of text, images, audio, video and wireless network in one of the enriched our lives. Phone as the fifth media, mobile publishing will lead an all-media era. As the 3G era, the face of changes in reading habits of the audience, the audience massed, a small minority of traditional publishing, such as still alone, it has become weak.

First, the status of traditional publishing
1. From the Development situation of Chinese publishing industry perspective
30 years of reform and opening, China's publishing industry with the growth of the Chinese economy has experienced a 30-year high growth, GDP grew by nearly 30 times the average annual growth rate of 15.99%. However, beginning in 2007, the Chinese publishing industry has entered a deep period of adjustment, the slow growth of its basic features. In books, for example, the traditional book market growth potential is limited, and the new digital publishing business model has not yet mature.

First, the reform of primary and secondary school textbooks published in China indicates that the era of low-profit publishing industry. With the national primary and secondary school textbooks published a comprehensive open management system, teaching materials published by the level of competition will be greatly increased, Mayang material in publications in the proportion of total sales will continue to decline, educational publishing profits is bound to fall sharply.

Second, the public publishing a certain degree of competition and low disordered competition, the profitability of existing unsustainable model that the transition a lot of pressure.

Third, the publishing unit of system reform, staffing, wages and benefits, social security, and organizational structure, business structure, product mix readjustment will bring on the impact of the traditional business model, increase their operating costs and burdens .

2.

From the audience characteristics of a country accustomed to the traditional reading of the 60,70 people, and now there are mostly small, under the old generation, work pressure, the major responsibility for most of them busy in between work and family. Energy shortage, reading time fragmentation, reading the number of necessarily limited. However, with the growth of reform and opening-up of 80,90 people, living conditions improve, growing along with the TV, computer, Internet and other new media, the impact of massive Information, the arbitrary selection of information, the traditional reading has been difficult to meet their needs.

The United Nations predicts that by 2020 over 65 years, China's aging population will reach 167 million people, or about 698 million people worldwide aging population, 24% of the world where one in four is older. China only 18 years (1981-1999) entered the aging society, but also to accelerate the pace of aging.

The face of division and loss of audience, the traditional publishing industry or a "sunrise industry" do?
3. From the traditional publishing industry awareness of view of mobile publishing
Although the digital publication of Press and Publication Administration to do the important planning and deployment, however, the traditional publishing industry has long been the "channel is king" some deep-rooted ideas, and cell phone publishing are merely in the form of a simple butt and did not meet "you have me, I have you "realm.

First, the publishing industry leadership and a lack of industry on Research and understanding of mobile publishing, publishing industry by digital technology, network technology lags behind awareness in general, most of the leadership, staff Xi Guanyu the old format, more is published on the phone negative attitude.

Second, the traditional publishing unit within the general level of information technology is relatively low, with the whole community there is the digital divide, and digital technology developers, software platform providers, enterprise network services, mobile operators a high degree of enthusiasm for mobile publishing in sharp contrast compared.

Third, publishing industry has accumulated a wealth of information, knowledge and resources wasted. The face of piracy and lack credibility, most publishers are concerned about their mobile phone communication in the process of resource loss or depreciation. Compared to the advantages of mobile publishing, their concern is more negative effects, causing them to wait even choose to ignore.

Second, the status of mobile publishing
Throughout the Development trend of the international publishing industry, as digital publishing, online publishing innovation, audience reading habits have changed dramatically. Renmin University of China Professor Kuang Wenbo, "Introduction of mobile media," a book that: In Japan, few people under the age of 40 newspapers, the main source of information is the Internet media and mobile media. Last year, the Chinese line of Lei Tong, Chairman and President said that in Japan, 33% of users willing to use mobile phones to read. According to the Chinese Institute of Publishing Science
"2007-2008 annual report of China's digital publishing industry," the Statistics, in 2007, China's digital publishing industry's overall revenue over 36 billion yuan. Publishing revenues which mobile phone 150 billion. The end of 2008, China's digital publishing industry, the overall revenue will reach 53.0 billion, an increase of 46.42% over 2007. Experts predict the end of 2009 the overall number of publishing industry revenues will reach 75 billion yuan. Digital publishing market growth for two consecutive years to double revenue growth rate far exceeds the size of traditional publishing, mobile publishing also showed strong activity.

So-called mobile publishing, Professor Kuang Wenbo, mobile phone publishing is to act as a medium of publication, is published in the extension of the network and components. Published in physical form from the phone and publishing process, the phone is set publishing text, images, audio, video and other manifestations as a whole, publishers will be original works or works published through the selection, editing, processing and production into a mobile terminals for reading digital publications, readers can download through the network, or read online publications embedded in the phone the publication form. Currently, the mobile phone publishing in China has formed a certain pattern, such as cell phone novels, mobile news, mobile magazines. With the popularity of 3G technology, mobile publication will be distributed more energy.

1. From the phone's features and advantages of publishing the first look at
, mobility, portability.

This is unmatched by traditional publishing, as determined by the characteristics of mobile phones. With the accelerated pace of life, people's increasingly mobile, fragmented people only use the time to read.

Second, cost savings, inventory, spread wide.

With the popularity of 3G technology, wireless Internet access speed has been greatly improved. Government support, the network tariff reduction, will develop more wireless Internet users. Mobile publishing not only save costs of traditional publishing in the paper, printing equipment costs, logistics costs, also reduce market expectations due to lack of inventory risk posed to avoid the delivery of the loss. Where network coverage, the audience will be targeted to where it is, spread from the impact of geographical space.

Third, pay convenient.

Audience calls or other payment by way of realization of subscription.

The fourth, terminal and marketing of Focus accuracy.

Phone has a strong publication of Focus, being able to take the initiative to disseminate product information, send the publication of information for the target audience, actively carry out precision marketing.

Fifth and interactive.

Phone prompted the publication of the interaction between readers and writers, opened the long-existing gap between the two. Traditional publishing is the dissemination of unidirectional ring network is; and mobile publishing belonged to star network, each mobile phone is one link in the publishing system, which enables tracking of sales of publications, feedback, and many other function, readers and publishing companies to provide a more convenient services, to achieve a broad and rapid interaction.

Sixth, update soon, freedom great.

Function as a powerful end-products, the increase of citizen reporters, press refresh in days past, now have a short time with seconds or more to measure. Mobile publishing is not the length, length restrictions, the content can be modified at any time to adjust, real-time updates.

2.

From the audience characteristics of a first phone number published in the audience more, were younger, an increasing trend.

According to Ministry of Information Industry Statistics, as of February 2008, China's mobile phone users reached 565.227 million, representing an additional 17.941 million at the end of 2007, the penetration rate has reached 41.6 / per person. The China Internet Network Information Center (CNNIC) released the "21st China Internet Development Statistics Report" showed that as at the end of December 2007, the total number of Internet users in China reached 210 million, of which mobile phone users as the number of wireless access terminals up to 5040 people. According to a survey Ereli media, wireless Internet users showed strong characteristics of younger - 18 years of age accounted for 18% of users ,18-22 years old accounted for 62% of users, users aged 22 or over 20%.

Links http://www.hi138.com the free papers download
Second, the mobile phone easy and convenient access to information the audience, with a distinctive individual character. Published in the audience realized
phone at any place, any time, for their needs in any way the text, images or multimedia content, breaking the traditional media time and space constraints. According to their personality, selective access to information.

Third, the role of mobile publishing audience was completely changed, with more autonomy.

Mobile publishing has changed the relationship between media and audiences is the spread between the two in a multi-dimensional space, the audience is no longer the passive recipients of publishing content and disseminators, but the choice of those who publish content, but also the content published active pArticipants and creators, the audience become more prominent position in the initiative.

3. Published in the outlook from the phone
Analysys International (Analysys International) read in 2009 China's mobile phone market and its follow-up study of the firms, analysts Zhang Yanan, that in 2010, Chinese mobile phone market will enter a read Market consolidation phase, but still maintain a good growth rate.

(1) user perception of mobile applications on the rise. Awareness of mobile phone users a higher reading as the focus of one of the applications, the number of users was rising trend. In 2010, China's mobile phone to read the market is approaching 199 million active users.

(2) profit model increasingly clear. Will continue to increase user fees, advertising revenue model and profit model more copyright and other mature operations, the phone will read the market, rising income scale. In 2010, China's mobile phone to read the market revenue will reach 5.9 billion or more annual growth rate will reach 13.4%.

(3) read the contents of the increasingly rich, animation and audio-visual content will be developed. In 2010, mobile phone to read the content will gradually break the pattern of a single reading, with China Mobile and other companies, led by strong, animation, audio-visual content will be developed such as reading.

(4) mobile reading terminal market will show a wide range of development situation. SmArtphone sales rising terminal, will provide users a better mobile reading experience.

(5) mobile phone to read the market's competitive landscape will gradually appear. To telecommunications operators, large service providers, terminal manufacturers as the leading pattern of highlights three forces.

(6) mobile phones to read a market capitalization of surging. On the one hand, some large manufacturers will be injected through the form of acquisitions or the content of resources have eroded some of the small firms; the other hand, the phone will read the earnings show attracted the attention of capital markets, consolidation of the mobile phone market capitalization will continue active reading.

, Deputy director of China Institute of Publishing Science, said Wei Yushan, the phone has to read the original, universal, personal, self-service features, the potential is enormous. Seen in this light, mobile phone to read the future market prospects, mobile publishing the brilliant prospects.

Three, 3G era, mobile publishing traditional publishing hand, is an irreversible trend
with the Ministry of Industry and 3G licenses according to the official release, the real arrival of the Chinese 3G era, social division of labor and degree of specialization, traditional publishing industry is unique, does not seem appropriate to have the lack of core competitiveness. Requirements of the publishing industry had great development and prosperity, media convergence between industries is inevitable. Mobile publishing, media era and the beginning of a whole, will achieve any person at any time, any place can be in any way for any content. Published by traditional publishing and mobile phones in hand, not a mobile publishing a simple extension of traditional publishing, but the effective interaction on the allocation of resources, learn from each other, and enhance core competitiveness. This is the choice of market competition, is an irreversible trend. One positive complementary
mode. The traditional publishing content + mobile publishing technology. Published resources can be divided into resources for traditional publishing and publishing for digital resources. Press the initiative to the core resources of traditional information, the right to own the copyright and editing at reasonable prices to operators. In addition, operators through understanding the needs of end users, publishers can integrate the content resources, and for processing, and ultimately passed to a reasonable end-user.

Second reverse complementary pattern. Original content that mobile phone technology + traditional publishing. Since 2004, the rise of mobile phone original. If the commander of Guangdong writer known as "China's first mobile phone text messages serialized novels" and "outside" and the text writer Dai Pengfei's portfolio, "Who made you fall in love with onions", the former high of 18 million buyout by operators after Spring Art Press will publish the full work, the latter to "China's first SMS Novel" by the China Film Press. Operators can not only own the copyright to a reasonable remuneration provided to the Press publishing, but also for mobile phones and publishers of original works to build bridges, according to the characteristics of publishers to establish a database of mobile publishing. Press through the integration of mobile phones can also be original content of the publication, the finishing order issued out of paper publications. With the first model, the two sides can re-publishing resources, what we need.

Third, trading patterns. Through value-added services technology platform to profitability. In the era of digital publishing, mobile publishing and the boundaries between traditional publishing will gradually become blurred. The opening of value-added services, enabling dynamic download published content, text reading, "streaming media" and other special features. In addressing the mobile payment, security, performance and other factors, the mobile phone end-users can directly download the traditional publishing of digital content. This mode, the mobile publishers and traditional publishers is expected to achieve win-win situation.

Course, cell phones there is no published standards still exist, the management system is not perfect and other defects. However, the overall view, 3G era, the traditional publishing Mobile publishing is the publishing magnate hand the development of effective means. Traditional publishing, whether published or mobile phone, can not have all the functions of the industry chain, the two only give full play to their strengths, in terms of technical resources or from the content to be the perfect fusion of scale, reduce costs, create an effective mode of interaction, give full play to the "1 +1" 2 "effect, in order to create a new world publishing industry.


References:
[1] Hao Zhensheng .2007-2008 annual report on China's digital publishing industry. China Books Publishing House.

[2] Kuang Wenbo. Handset media planning. Renmin University of China Press, 2006.

[3] Chen Xin. globalization, China's publishing industry challenges and opportunities. China Network (www.china.com.cn), 2009.10.17.

[4] Jiang Cuiping. handset published in the audience needs analysis. China Publishing ,2009.8:51-52.

[5] Mobile Publishing: Digital Publishing under the pot of gold. Book Daily www.cbbr.com.cn.

Links to Research Papers Download http://www.hi138.com