Mobile media is not equal to news clients. It will have three different orientations: content media, relationship media and service media. The first two have matured today, and service media will be a development trend in the future. Service media will come from two possibilities: First, the strengthening of the service attributes of today's content media, or the connection and integration with service platforms. The future deepening direction of vertical media will also be to connect with service platforms. The second is the mediaization of today’s service clients. Some service clients, due to the use of social elements, have become more and more abundant in public information, showing more and more traces of "media", although today most of them are still in the service stage. "Mediaization" based on the existing service model is one of the possible directions for service clients. In the service field, mobile medical and health and mobile education applications may be two important new tipping points. There will be more obstacles for traditional media to extend to service media, and not all professional media must get involved in this field. However, completely ignoring this new direction will also make traditional media fall into a more closed situation.
Three innovation rules of mobile media
Innovation is the eternal theme of new media. It seems that new media products come in various forms, but there are also some rules that remain the same. For these The understanding and application of rules determine the product development capabilities of mobile media. What are the innovation rules of mobile media?
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Innovation Rule 1: Find the maximum potential energy in pendulum movement
Many of the development of new media products are pendulum movements. The core of new media product development is the insight and grasp of human nature. One of the characteristics of human nature is that after people's needs in a certain direction are satisfied to a certain extent, they will have a need to develop in the opposite direction. In other words, when a demand reaches its "extreme", there will be a swing back. Designing mobile media products also requires the ability to judge the extremes. The extremes are the places with the greatest "potential energy" and are also the time points for swing back. Innovation in new media is often a process of finding maximum potential energy in a pendulum movement. Swinging back is not about returning to the original point and repeating the past movement, but about injecting new elements and adding new motivation.
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Innovation Rule 2: Seeking “breakthroughs” through “restrictions”
In today’s mobile media environment, people’s time is more fragmented. People's attention is more divided. In a sense, they become constraints on how people use media. Mobile media product development can also be adapted to "restrictive" ideas, and this also contains the possibility of "breakthroughs". First, limitations in content, focusing on a certain (or several) "narrow" field (such as Douban) or even a certain topic (such as Tieba), can often promote breakthroughs in depth; secondly, limitations in form, although Today has entered the era of multimedia and omnimedia. However, this does not mean that any application should be multimedia. Applying a sensory method to the extreme can sometimes bring a higher degree of satisfaction by "restricting" the method. In other words, "narrowing" is also the innovation path of mobile media products. Third, quantitative restrictions and giving users more space seem to be the goal pursued by new media products, but sometimes doing the opposite may bring unexpected effects. For example, Weibo has a limit on the number of words, and Weishi, Meipai, etc. have a limit on video shooting time. Such restrictions will further lower the technical threshold and participation threshold, and the frequency and duration of people's participation will increase as a result. From the results See, it brings a greater degree of liberation.
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Innovation Rule 3: Let amateurs be "professionalized"
Meitu Xiuxiu, Meipai and other products have become all the rage in recent years, even if users Without professional training, you can instantly become a master of picture beautification or video editing. What these products inspire us is not to try to require every user to have a professional background, but to use tools to turn them into masters and let amateurs Users are quickly "specialized", which is a focus of future product development.
When today's users generally participate in the content production process and become the main force in the production of new media, how to improve the professional expression and level of user content through the technology and mechanisms contained in products should become an important consideration in product innovation.