At present, the PC-side of Phoenix Video covers an average of 160 million users each month, with an average daily VV of 150 million, an average mobile PV of 40 million, and a daily live user of 20 million. As China's most valuable integrated video site, China's Internet first news video portal, high-end users preferred video content delivery platform, Phoenix video has been exploring. On November 11th, Zheng Hong, general manager of Phoenix Video, made an exclusive visit to the Asia-Pacific OTT Summit in 2014 and conducted an in-depth analysis of the multi-screen interactive content of the current OTT development path to build the platform of the King era.
First, the biggest difficulty in multi-screen interaction is finding users
The screens of several devices can be converted to each other through a dedicated connection device. Different intelligent terminal devices, such as mobile phones, PADs, TVs, etc., can carry out a series of operations such as transmission, analysis, display, and control of multimedia (audio, video, and picture) contents, and display content can be shared on different platform devices at the same time. The multi-screen interactive technology that is now quietly emerging makes this possible. The multi-screen interactive operation is simple. Basically, the screen on the mobile phone can be projected onto a large screen simply by sliding the finger. However, in the process of the completion of the technology, the pipeline and video stream transmission methods are also involved. Problems and challenges.
Zheng Zheng said that the biggest difficulty in multi-screen interaction is to find the user, find out what the user is, what kind of screen and what experience the user uses the product. Taking Phoenix Video as an example, in 2005 Phoenix Video found that multi-screen interaction began to rise rapidly at the mobile phone end, and it made a mobile phone Phoenix web at the user end of the mobile phone; in 2006, Phoenix noticed the application of IPS, and then did a Phoenix mobile station on the IPS. .
Zheng pointed out that the user's viewing experience on the TV screen is different from that on the mobile phone and PC. As Phoenix, Phoenix is ​​very concerned about the user's experience on different screens, and provides different users with different screens. Services, from the user experience to the product to meet the needs of users.
Second, with the development of terminal equipment, many industries may be subverted
In fact, whether it is a TV screen or a mobile phone screen, their user experience is not the same. The user's usage habits are also different. Therefore, the characteristics of the user's use of the different screens at the end of the screen are different. Zheng Zheng said that when Phoenix Video was doing a mobile phone screen at the time, it found that the mobile phone screen and the PC screen were very different, such as content organization, content display, module composition, and content listing on the screen. Phoenix has established a strong product team to do a preliminary investigation, while some of Phoenix's loyal users have also put forward some constructive suggestions and opinions about Phoenix, and finally displayed a variety of products that have been blended out on the mobile terminal.
For a television screen, it is to present information to the user. This process does not pass through the user, the user is relatively passive, the television is a relatively active party, and the user is a relatively passive party. In contrast, the mobile phone and the PDA are different. The user is the active party. Therefore, there is a search setting, which can simply inform and display the information the user needs, and some simply click to play. can. Zheng Zong indicated that when the user takes the initiative to obtain content, the user's patience will be lower, and therefore the content that needs to be provided to the user is more refined and more rapid.
The content that is transmitted through different channels is different from the features that are displayed on various screens through multi-screen interactive technologies. On the basis of multi-screen interaction, you can also load a large number of applications or do a variety of services. With the development of peripherals and all terminal equipment, many industries may be subverted. For example, the payment industry was impossible in the past, but now it can be implemented on the mobile phone or the computer side. There is also a taxi industry. Now a software subverts the entire taxi industry. Zheng Zheng said that with the development of OTT in the future, the development of the fitness industry may be subverted. For example, at home, you can simulate fitness, and then interact with people to provide different catering and fitness recipes for your eating habits. In the food industry, online education is also very hot. According to Zheng, Phoenix has explored these vertical fields. Phoenix TV hopes to do some better cooperation with related partners in the future.
Third, in the future there will be new revenue model to do good at
In the Internet field, when OTT is involved in DVB and traditional IPTV, the entire profitable industrial chain is facing an era of subversive, and a new free charging model has broken the traditional charging habits. In a multi-screen interactive environment, what is the business model and whether it will be based on this free charge model in the future? Or will there be more business models in the multi-screen interactive field?
According to Zheng Zong, on the issue of multi-screen interaction, each screen or multi-screen interaction has its own unique profit model. For example, advertisements and televisions are available on the TV. Then, mobile phones, PCs, and PADs pass through. There may also be ways. After the emergence of the OTT industry, it was an impact on traditional television, but it did not have more revenue models. In Zheng's opinion, there must be a new revenue model in the future. For example, in terms of fitness, in terms of the content provided above, the service of fitness itself is a bit like the interaction of the game and it is free, but providing some more and further services such as virtual private teaching, this is the need for fees, for personal training The recipe for the O2O is also a fee, and its business model will break through. In addition, the traditional model of user charges is still advertising in the traditional sense, and there may be a new way of combining with offline.
Talk about how to build an open platform to aggregate a large amount of homemade content or UGC content? Zheng Zheng said that for Phoenix, it is not that there is not enough content as the outside world thinks it has the ability to produce. In fact, Phoenix is ​​more willing to cooperate with some pioneering video production companies and outstanding personal studios. Excellent works can be supported by television stations and websites, and Phoenix is ​​willing to share the benefits generated through content.
In Zheng’s opinion, it is best for everyone to do what he is good at, and it is the same for Phoenix. Phoenix has its own audience. For example, if you like watching Phoenix programs, like Phoenix hosts, and like the temperament of Phoenix, including the corresponding crowds like to watch, Phoenix still needs to continue on its own way. Your own business, and then go to develop other.
Fourth, the entire video industry platform has time to test
For Chen Hao to join Xiaomi and build a large amount of money for content construction; Baidu stated that he would like to support the construction of iQIYI's content: Content is King in the future, but channels and services are indispensable, whether the content is king or not, and whether the channel or service is correct More importantly, how should we weigh these three?
Zheng Xiaoxiao said that this is a difficult problem. If it is a bit of a self-reporting price, it would be uncomfortable if it is not possible for content providers. In fact, as a user's point of view, it is ultimately the eyeball economy, where the user's eyes are, where the business model and the future market are. Take the movie "Super Body" as an example. If a user sets up a movie and finds "Super Body" on Xiaomi, he will read it directly on Xiaomi. If there is no "Super Body" on Xiaomi, Youku has it. The user chose to read on Youku. The results are self-evident, that is, everyone just thinks that someone has content and someone's content goes well.
There are platforms for future content, but it may be less because the user platform is the carrier of content. Only through the platform, users can see the content. The future may be one, two, or even three, but not all. The platform will do well. The whole video industry is still not clear about the platform. It still needs time to test it.
Phoenix Video General Manager Zheng Hong
First, the biggest difficulty in multi-screen interaction is finding users
The screens of several devices can be converted to each other through a dedicated connection device. Different intelligent terminal devices, such as mobile phones, PADs, TVs, etc., can carry out a series of operations such as transmission, analysis, display, and control of multimedia (audio, video, and picture) contents, and display content can be shared on different platform devices at the same time. The multi-screen interactive technology that is now quietly emerging makes this possible. The multi-screen interactive operation is simple. Basically, the screen on the mobile phone can be projected onto a large screen simply by sliding the finger. However, in the process of the completion of the technology, the pipeline and video stream transmission methods are also involved. Problems and challenges.
Zheng Zheng said that the biggest difficulty in multi-screen interaction is to find the user, find out what the user is, what kind of screen and what experience the user uses the product. Taking Phoenix Video as an example, in 2005 Phoenix Video found that multi-screen interaction began to rise rapidly at the mobile phone end, and it made a mobile phone Phoenix web at the user end of the mobile phone; in 2006, Phoenix noticed the application of IPS, and then did a Phoenix mobile station on the IPS. .
Zheng pointed out that the user's viewing experience on the TV screen is different from that on the mobile phone and PC. As Phoenix, Phoenix is ​​very concerned about the user's experience on different screens, and provides different users with different screens. Services, from the user experience to the product to meet the needs of users.
Second, with the development of terminal equipment, many industries may be subverted
In fact, whether it is a TV screen or a mobile phone screen, their user experience is not the same. The user's usage habits are also different. Therefore, the characteristics of the user's use of the different screens at the end of the screen are different. Zheng Zheng said that when Phoenix Video was doing a mobile phone screen at the time, it found that the mobile phone screen and the PC screen were very different, such as content organization, content display, module composition, and content listing on the screen. Phoenix has established a strong product team to do a preliminary investigation, while some of Phoenix's loyal users have also put forward some constructive suggestions and opinions about Phoenix, and finally displayed a variety of products that have been blended out on the mobile terminal.
For a television screen, it is to present information to the user. This process does not pass through the user, the user is relatively passive, the television is a relatively active party, and the user is a relatively passive party. In contrast, the mobile phone and the PDA are different. The user is the active party. Therefore, there is a search setting, which can simply inform and display the information the user needs, and some simply click to play. can. Zheng Zong indicated that when the user takes the initiative to obtain content, the user's patience will be lower, and therefore the content that needs to be provided to the user is more refined and more rapid.
The content that is transmitted through different channels is different from the features that are displayed on various screens through multi-screen interactive technologies. On the basis of multi-screen interaction, you can also load a large number of applications or do a variety of services. With the development of peripherals and all terminal equipment, many industries may be subverted. For example, the payment industry was impossible in the past, but now it can be implemented on the mobile phone or the computer side. There is also a taxi industry. Now a software subverts the entire taxi industry. Zheng Zheng said that with the development of OTT in the future, the development of the fitness industry may be subverted. For example, at home, you can simulate fitness, and then interact with people to provide different catering and fitness recipes for your eating habits. In the food industry, online education is also very hot. According to Zheng, Phoenix has explored these vertical fields. Phoenix TV hopes to do some better cooperation with related partners in the future.
Third, in the future there will be new revenue model to do good at
In the Internet field, when OTT is involved in DVB and traditional IPTV, the entire profitable industrial chain is facing an era of subversive, and a new free charging model has broken the traditional charging habits. In a multi-screen interactive environment, what is the business model and whether it will be based on this free charge model in the future? Or will there be more business models in the multi-screen interactive field?
According to Zheng Zong, on the issue of multi-screen interaction, each screen or multi-screen interaction has its own unique profit model. For example, advertisements and televisions are available on the TV. Then, mobile phones, PCs, and PADs pass through. There may also be ways. After the emergence of the OTT industry, it was an impact on traditional television, but it did not have more revenue models. In Zheng's opinion, there must be a new revenue model in the future. For example, in terms of fitness, in terms of the content provided above, the service of fitness itself is a bit like the interaction of the game and it is free, but providing some more and further services such as virtual private teaching, this is the need for fees, for personal training The recipe for the O2O is also a fee, and its business model will break through. In addition, the traditional model of user charges is still advertising in the traditional sense, and there may be a new way of combining with offline.
Talk about how to build an open platform to aggregate a large amount of homemade content or UGC content? Zheng Zheng said that for Phoenix, it is not that there is not enough content as the outside world thinks it has the ability to produce. In fact, Phoenix is ​​more willing to cooperate with some pioneering video production companies and outstanding personal studios. Excellent works can be supported by television stations and websites, and Phoenix is ​​willing to share the benefits generated through content.
In Zheng’s opinion, it is best for everyone to do what he is good at, and it is the same for Phoenix. Phoenix has its own audience. For example, if you like watching Phoenix programs, like Phoenix hosts, and like the temperament of Phoenix, including the corresponding crowds like to watch, Phoenix still needs to continue on its own way. Your own business, and then go to develop other.
Fourth, the entire video industry platform has time to test
For Chen Hao to join Xiaomi and build a large amount of money for content construction; Baidu stated that he would like to support the construction of iQIYI's content: Content is King in the future, but channels and services are indispensable, whether the content is king or not, and whether the channel or service is correct More importantly, how should we weigh these three?
Zheng Xiaoxiao said that this is a difficult problem. If it is a bit of a self-reporting price, it would be uncomfortable if it is not possible for content providers. In fact, as a user's point of view, it is ultimately the eyeball economy, where the user's eyes are, where the business model and the future market are. Take the movie "Super Body" as an example. If a user sets up a movie and finds "Super Body" on Xiaomi, he will read it directly on Xiaomi. If there is no "Super Body" on Xiaomi, Youku has it. The user chose to read on Youku. The results are self-evident, that is, everyone just thinks that someone has content and someone's content goes well.
There are platforms for future content, but it may be less because the user platform is the carrier of content. Only through the platform, users can see the content. The future may be one, two, or even three, but not all. The platform will do well. The whole video industry is still not clear about the platform. It still needs time to test it.
Recommended installation sofa butler Download: http://app.shafa.com/