The development of mobile reading market has entered a critical period, which requires the joint efforts of operators and terminal manufacturers. With the operators joining the e-book industry in 2009, the influence of operators in the industrial chain has gradually become prominent.

The form of user payment has always been the main profit model of mobile reading applications. The tower reading literature also adopts paid reading, because Yin Tian Communication Group, backed by the traditional mobile phone channel provider, has an innate advantage in seizing the mobile phone client. As an online original literature reading platform, Tadu mostly comes from its own contracted authors, and currently has a team of nearly 1,000 writers. Although the start time of tower reading lags far behind Shanda, it has achieved a balance of income, and the main sources of income are the contribution of paying users and the distribution of their own content.

45% of mobile phone users read on the move every day.

Since many enterprises are deployed in the reader market, it means that the most popular mobile Internet application in 20 10 is mobile reading. According to the Survey Report of 20 10 Users in China Mobile Phone Reading Market released by Analysys International, mobile phone reading has become one of the applications frequently used by mobile Internet users, and the proportion of users who read once or more every day reaches 45%.

While many companies such as Hanwang Technology are excited about the reading market prospect, a large number of people are still struggling with "smart phone e-book readers?" Mass consumption, or niche toys.

The prospect of mobile reading is attractive and the organization is consistent.

E-reader is becoming the main force in the mobile reading market because of its excellent performance such as readability, no radiation, no eye injury, ultra-low power consumption and extraordinary standby. According to the latest report of NextGen, from 2008 to 20 13, the global e-reader market will maintain a compound annual growth rate of 124%, and the market size will reach 2.5 billion US dollars in 20 13. According to another research institute, DIGITIMES Research, the global e-book market will reach 9.3 million units in 20 10, and the growth of China market will be the biggest hot spot.

The Report on the Development Trend of E-books in China shows that traditional computers still occupy an absolute dominant position among all kinds of electronic reading terminals, but the proportion of mobile reading terminals keeps rising, from 3.5% in 2006 to 6.6% in 2008. A survey conducted by China Publishing Science Research Institute further shows that there are more than 80 million users who use mobile phones for all kinds of reading in China, accounting for more than 10.0% of the population aged 4 to 70.

According to the report of DisplaySearch, due to the huge population and optimistic consumer market prospect, the sales of e-books in China will jump from 800,000 in 2009 to 3 million in 2065,438+00, accounting for 20% of the global market, and will surpass the United States to become the largest e-book market in the world before 2065,438+05.

Analysys International's data is optimistic. They predict that the sales volume of e-readers in China is expected to reach 3.5 million this year, which is 775% higher than the sales volume of more than 400,000 in 2009, especially in the middle and late period of 20 10.

"Big fields create big industries, and the e-book market is too big." Liu Yingjian, chairman of Hanwang Technology, who knows the market prospect, said with emotion.

In 20 1 1 year, traditional paper media began to enter the mobile reading market in large quantities, and mobile reading terminals of Apple iPhone, iPad and Android phones were used strategically. With Jinghua Times as the representative, Jinghua Times 20 1 1 was selected as the first favorite of Apple employees in June, and it was the only paper application among the top ten applications, and the reading of mobile newspapers kicked off.

Many enterprises have flooded into the market and faced many competitions.

In 2009, China Mobile intervened in the mobile phone reading market, which promoted the rapid development of the mobile phone reading market in China. E-readers instantly became a hot potato in the digital market, and nearly 100 companies announced that they would enter this market. Hanwang Technology, which has just completed its listing plan, has invested 300 million yuan to continue to expand its market.

In addition to the original established e-reader manufacturers such as Hanwang and Zinko, IT manufacturers such as Lenovo, Asus, Huaqi, Patriot, Great Wall, Founder, Hewlett-Packard, Dell, Huawei and Changhong, as well as content service providers such as Shanda Literature and Long Yuan Journal Network have also set foot in the e-reader market.

20 10 In mid-March, Huayou Century was exposed to be laying out the mobile phone reading market through headhunting, seeking another profit point besides digital music and wireless value-added.

On April 8th, Shanghai Century Publishing Group officially launched the world's first e-reader made by publishing institutions-"Cihaiyue Reader", which started the first shot for traditional content providers to enter the e-reader market.

On September 9, 20 13, the "Digital Library Mobile Reading Platform" hosted by the National Library and participated by more than 1 10 public libraries nationwide provided services for readers. Starting from mass reading, they provide limited free reading, which makes the competition in the mobile reading market more intense.

With more and more entrants, seizing market share has become the focus of competition among manufacturers, and price war is the killer weapon for manufacturers to seize the market. Zhang Yanan, an analyst at Analysys International, pointed out that the price reduction of manufacturers will inevitably lead to a continuous decline in terminal prices, and the mode of relying solely on terminal profitability will encounter challenges.

When the market enters a critical period, it needs the strong promotion of operators.

According to the survey of Analysys International, users in China's mobile phone reading market don't know enough about e-reader terminals, and because the price of e-reader terminals is on the high side, which is much higher than the price that users expect to bear in 500 yuan and below, users are reluctant to buy e-readers.

Moreover, e-readers have long faced the problems of product homogeneity and lack of upstream copyright content resources. Whether this problem can be solved will determine the success or failure in the market.

The development of mobile reading market in China has entered a critical period, which needs the joint efforts of telecom operators and terminal manufacturers. With the participation of China Mobile in the e-book industry in 2009 and the launch of TD e-books in cooperation with Hanwang and Datang Telecom, the influence of operators in the industrial chain has gradually become prominent.

In addition, China Unicom plans to establish a similar base in Guangdong, and the relevant person in charge of China Telecom also indicated that it will launch the mobile phone reading service on April 30th at 20 10. This will bring benefits to the mobile reading market.

Wei Yushan, deputy director of China Publishing Science Research Institute, pointed out at the meeting that if the e-book industry does not cooperate with operators, it will be like making hardware manufacturers such as MP3 and MP4, and the industrial development scale will not be too large. If e-books cooperate with operators, users can not only download books online, but also realize all online communication functions.

In Japan where mobile phone reading is very developed, there is a relatively reasonable industrial chain. Mobile operators only account for 9% of mobile phone reading revenue, while content and technology providers get most of the revenue. "At this point, our interest distribution is completely unreasonable, so it has never been developed," said Zhou Shumin, a professor of communication at Shanghai University of Science and Technology.

Therefore, operators need to carry out mobile phone reading from two aspects: "users and content", and then they can complement each other, form greater control in the industrial chain, and lead the establishment of a fair and open industrial chain with reasonable distribution of benefits, thus further promoting the development of the mobile reading market.