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[51CTO.com original article] From July 11 to 13, 2017, the 16th China Internet Conference was grandly opened at the Beijing National Convention Center. At the "2017 China Internet Executive Annual Meeting" held on July 12, 51CTO had the honor to interview Mr. Wang Bin, CEO of Migu Video Technology Co., Ltd., who expressed his views on "How to carry out pan-entertainment business in the 5G era". 5G will become a global highlight in the future. It is an industrial revolution that integrates relatively advanced computing and operations, and will meet some of our expectations for the entire pan-entertainment industry.
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2017 China Internet Conference
In the 5G era, the pan-entertainment business mainly revolves around IP, involving literature, music, animation, and can be extended to some game extensions and other multicultural integrated industries. In 2016, the scale of the entire pan-entertainment industry reached 468.7 billion. Migu Culture, a subsidiary of China Mobile, is a professional company responsible for digital development and service provision in the Internet field. In the view of CEO Wang Bin, the entire pan-entertainment industry has four characteristics:
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Mr. Wang Bin, CEO of Migu Video Technology Co., Ltd.
First, emerging Internet companies rely on their own ecological advantages, including the ability to integrate resources, to lead the market of pan-entertainment companies through investment and income. Secondly, some operators have played their pipeline advantages. Many operators have established their own strategies in some areas of digitalization and have invested a lot of resources in the layout of the pan-entertainment industry. In addition, some film and television companies and media entertainment companies have a lot of operating experience in the entire offline or traditional content. They provide a series of more professional services through these aspects and enter the pan-entertainment industry. *** is the manufacturer of extended products. They start from the source of IP and related entertainment ecology, play their own advantages, and enter the pan-entertainment industry. It can be seen that with the entry of more and more players, the pan-entertainment industry is showing a booming trend.
Talking about the development trend of the pan-entertainment industry, Wang Bin believes that in recent years, the demand for content in the pan-entertainment industry has increased dramatically, which has promoted a significant increase in the overall transaction volume. Secondly, there is a clear differentiation in levels, that is, the value of synchronized content continues to increase, and a large amount of income is concentrated on some synchronized content. At the same time, the entertainment platform has gradually become an integrator of channels, and finally realized the ecologicalization of multiple platforms and multiple types of entertainment platforms such as literature, music, tourism, film and television, games, and animation. With the development of this trend, many challenges have also been brought.
The first is the matching problem between IP and users. User demand seems to increase, giving rise to the development of IP, but the difference between the development of many IPs and their benefits is very large. Film and television works adapted from famous writers brought together many idols to star, but the final box office results were not ideal. Many IP products in the literary field should have performed well in the development of the entire film and television field. However, because of the inability to deeply understand user needs and quickly match with users, the subsequent performance of the entire market may not necessarily be successful.
In terms of IP content, how can the entire IP content maintain continuous user stickiness? The dissemination cycle of IP is relatively limited. Many IPs rely on continuous creation of topics to extend their dissemination cycle, which is relatively not very economical. We need to study new models to quickly maintain user stickiness and make the entire ecosystem more benign, that is, to experience corporate value while also reflecting some social responsibilities.
Speaking of the impact of 5G on the future, China Mobile currently has more than 500 million 4G users. 5G will become a global highlight in the future. It is an industrial revolution that integrates relatively advanced computing and operations, and will meet some of our expectations for the entire industry.
5G can bring ultra-high speed, low latency and ultra-large connections, and can achieve more than one million connections per square kilometer. This will deeply integrate the entire cloud computing, big data, including the Internet of Things AR and VR industries. Such integration will further promote the upgrading of the industry and bring about a multiplication of 5G communications and computing, including our entertainment industry, which will relatively unleash huge potential in the manufacturing industry.
The development of 5G will also bring a more accurate way to match the entire IP with users. 5G can truly realize the interconnection of all things and achieve one million connections per square kilometer. This will provide a foundation for high bandwidth, low latency, and large-scale collection of user-related data behaviors.
With the development of artificial intelligence, we can understand user needs more accurately. Then we can study user expectations more accurately. At the same time, 5G will further unleash the potential of cloud computing. Because remote terminals interact with the background in real time, AR cloud can be born, and the entire service of artificial intelligence smart cloud will be used more widely and deeply.
Compared with the upstream industry, the upstream users are further aggregated with the downstream users. For the upstream, it means our accurate portrait and accurate recommendation, including the needs of different scenarios. Relatively speaking, we can understand the needs of users, and all our applications can truly use the users' little cotton jackets, and truly understand users in real time.
Relatively speaking, the 5G era will bring a leap forward in the overall user experience. 5G can meet the needs of people-centered entertainment content. Because of the access scenarios of services and data, the user terminal can help those data return to the backend in real time, and then the backend platform can quickly calculate and return to the front-end terminal to realize the interaction of this massive data. What kind of phenomenon will this cause? That is, we can make the terminal lighter, so that a relatively large amount of cloud computing can exist in the background.
Similarly, high speed and low latency can integrate new media, data-intensive, and mobile scenarios, including AR, VR, and driverless driving. Relatively speaking, these applications can quickly reach another scenario, greatly promoting the extension of pan-entertainment content and further improving user experience. Focus on cooperation across the entire industry chain, achieve an organic combination of IP content cooperation, IP incubation, and hardware, and achieve win-win cooperation. With a more open mind, promote the healthy development of the entire industry through upstream and downstream cooperation.
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