Exclusive feeds: Mobile Labs
Recently, Nokia launched in mainland China has a program called and unlimited high-quality mp3 download of genuine music. Previously, Nokia launched 30 markets in the world of the service, China is the first attempt to free.
However, to enjoy the service, users must first purchase the support of Nokia With Music It can be seen, the mobile phone industry is undergoing changes due to technical pattern of tremendous change. competitive hardware-based software-based competition in a positive shift, the future will be able to win is to provide excellent value-added services to consumers, handset manufacturers. Nokia With Music service illustrates this point. the future may not be the positioning of Nokia mobile phone maker, may be made based on mobile phone wireless entertainment service provider. Nokia, the horizon of this strategy. In fact Nokia has been in wireless music distribution, In the minds of consumers with a certain brand reputation. For example, Jiangsu Satellite TV held for two years will be the Nokia New Year's Eve, etc. Another example is to employ several of Nokia as a brand ambassador pop singer. Nokia's reputation in this area have to obtain its unique advantages. Nokia's global distribution to consumers and record companies in the game to get favorable conditions.
Nokia's marketing strategy is no doubt reflects the attractiveness of the wireless music industry. from around the world to Look, Apple has to rely on ITUNES earned a pours, and MYSPACE has also been in the wireless music market accounted for a large market share. From a domestic perspective, China Mobile has become a major wireless operators, music, and major Music companies have, and China Mobile Yuzuo big this market. No doubt in the future, wireless music, there is great development space.
hands as people become more powerful mobile devices and technological progress continue to experience wireless Internet users increase, there will be hit more customers through wireless Internet access network listen to music. to Apple's IPHONE and IPAD, for example, a growing number of terminals has not just use a simple mobile phone with a communication function is defined, and should be called mobile Internet devices. In these mobile Internet terminals, the music will be an important feature.
terminal through the mobile Internet to listen to music there are many other forms of music carrier can not provide the advantages: First, in the past through television, MP3 , CD, listen to music is a one-way communication, and through the mobile Internet terminal to listen to music can and singer, sharing other music audiences; Secondly, the previous single source of music listening, and through the mobile Internet terminal can listen to the mass of the music; Third, there are anywhere, anytime via mobile Internet devices, autonomy, and so on. Payment clear, features more in line with young people. At present, the forces aiming at the growth prospects of the wireless music cases, telecom operators with the development of the unique advantages of wireless music, first of all, the telecom operators have brand in the wireless music publicity and promotion on the basis of a large number of potential users, which can be launched from China Mobile wireless music club rely on the momentum of rapid development can be seen For telecom operators to extend the product line telecom operators to share the brand's premium level, in order to reduce the difficulty of product promotion; followed by the telecom operators have a good billing channels and ground channels, clarity of the way through to consumers Consumer complaints and customer feedback is relatively easy. Currently, wireless carriers have a very good musical development foundation, but China Mobile and other telecom operators to sustain the development of wireless music platform, need to use the power of grassroots, get customers a greater degree of resonance.
China Mobile's wireless music platform launch, through a series of market, access to the gratifying results. wireless music club has become a familiar brand of young minds, breaking the annual income of 100 billion China Mobile's revenue in the structure of the share accounted for a lot of money. At present, China Mobile to promote the following several ways: and the record companies were starting to promote wireless music, music events are held regularly and fans to communicate, as well as positive radio and television media to promote the music, which have achieved excellent results, I think, to make wireless music as the main channel after the music release, enhance brand quality telecom operators need to take full advantage of the minority effect.
U.S. Internet watchers Martin Anderson have a theory called the long tail theory, which describes the rise of the Internet age niche. in the Internet age, past a small minority can be isolated together, issued a strong voice. and in music, in the past easily obscure The small minority musicians, able to quickly capture the power of the Internet high ground. music industry, ecology, and profound changes because of the Internet, telecom operation involved in this transformation process can get the value of innovation.
in the 90's, the relative pace of life slow, newspapers, magazines, radio news is the main communication channel for popular music messages. In those days, music is a relatively homogeneous audience, pop music is not only a cultural consumption, it also represents a way of life and the external want and curious world. At that time the pop singer's style and image positioning is little difference, because their fans orientation is ambiguous. from a marketing point of view, when music was entirely a seller's market,Discount UGG boots, marketing production and marketing of the concept is entirely the concept stage, the production has been able to sell many to many. This music stage, 1.0 stages can be called music. This exchange between the audience when the music is fragmented and small scale, while the singer and the audience is a narrow one-way between the exchange phase.
With the continuous improvement of the average level of education and awareness generation of a strong self-expression, young people find their soul mate on the Internet. this time the minority singers to their the unique understanding the subtleties of life and modified, respectively, the development of a number of fans. The emergence of the Internet niche previously isolated as a single entity, they formed groups and forums on the network to exchange views on their idol. The musicians themselves contacts with the fans on the Internet, fans can see the singer on the Internet the latest whereabouts, thereby reducing the psychological distance with the singer. Cenozoic musicians need to have personality, and not all aspects are the average of outstanding musicians. Records need to recognize this highly segmented market of the music through the Internet to shorten the distance between the company and the fans to expel a small minority music moving music market. so in the future have in a group of individual singers in the music will continue market, in the accumulation of their popularity on the Internet. So in the country such as Taihe Rye Music started and China Mobile, and takes out his music resources in the platform of China Mobile's starting to consider increased use of the Internet's music platform velocity, the formation of word of mouth. This stage can be called music 2.0 phase, while the carriers can become important players at this stage.
music is the most common and popular youth culture of consumption activities, the young in today's life stress, the era of fast pace of life, young people, music can release the most real emotions. also developed the modern computer technology, continue to lower the threshold of music, the music audience in the past will divide the ranks of a music producer They also both the audience and the production of identity. on the Internet to open up a blog to promote their music, may be in a region or a specific group to be welcomed, which will make music more complex value chain. telecoms operators have taken the Wireless music first step, to further explore the value of the music industry, you need to cut through the wireless music brand psychological world of young people, reduce the psychological distance communication. not only can get sales growth, young people can also get brand loyalty and reputation, which requires the help of this small minority the power of music, telecom operators may be able to send power from the following aspects:
1.'s platform in the wireless network architecture according to WEB2.0 reference watercress network, happy network of the network layout, the website to promote original music, such sites could be considered co-operation and watercress, and other sites to share music resources, Cooperative Extension.
2. and television shows to music, like Hunan, Taiwan The climbs Pepsi or group of stations in Zhejiang are young individuality sound stage,UGG bailey button, not the same as most popular programs, but the loyalty of some fans is high, and these shows to promote wireless music, perhaps a short time is not effective large, but to enrich the connotation of the brand wireless music to enhance the loyalty of fans on the radio.
3. and music companies to promote music singer in the audience to distinguish carefully the scope of selection of a number of characteristics must be carefully singer promotion. singer does not necessarily have to be very popular, but it must be in the range of his audience for the fans has a good reputation and affinity, and unique musical style and life experience, there is the singer's unique fan base. This well-known as the singer the improvement of the brand value of the wireless music also able to accurately spread. today's telecommunications consumer education group is the largest white-collar high group, the group stressed that individual heterogeneity is high, if the power of communication through music carriers of the brand concept Undoubtedly, the realization of a second precision marketing.
4. telecoms operators to gain competitive advantage in the 3G era, the pipeline to avoid becoming a purely commercial, and music industries by the depth of cooperation and promotion of original music and a small minority singers to be able to get the value of innovation, while telecom operators spread the brand influence.
5. integrated industry chain resources, balancing the interests of the industrial chain between the various roles, expanding the power chain, you need to, and music companies, terminal manufacturers so sincere cooperation, the sharing ratio to determine a reasonable, in line with the principle of bigger fish market waterproof wireless music the user's spending habits nurtured, so that the industry chain parties can gain access to sustainable and healthy development.
delivered to the Kun Mobile Labs in the original address:
Kun related Notes to recommend:
No comments:
Post a Comment