Predicament and outlet of mobile phone newspaper.

Mobile newspaper is a new media style formed by the combination of the fifth media mobile phone and traditional paper media. With the introduction of 3G technology, broadband Internet access will greatly improve the speed of mobile Internet access, and mobile newspaper can play its greatest advantage and become a shortcut for people to obtain news information. Exploring the development prospect of mobile newspaper under the background of 3G technology is of great significance for mobile newspaper to overcome the development bottleneck.

Keywords mobile phone newspaper 3G technology dilemma strategy

First, the concept and operation status of mobile newspaper

Mobile newspaper is an information dissemination service that mobile telecom operators and media organizations join hands to record news, life, finance, culture, sports, entertainment and other information at home and abroad with concise words and pictures, and send news content originally printed on paper media to MMS mobile phones by SMS, MMS and WAP every day through wireless technology platform. "In recent years, mobile media has performed well in information dissemination, entertainment interaction and the birth of new industrial economy. In the integration with traditional media and the Internet and its own continuous innovation, it has gradually shown its independent status as a media. " Mobile newspaper is the most active main force.

The current operation mode of mobile newspaper is not only the product of the market, but also restricts the development and deepening of the market. In a word, the present situation of mobile newspaper has the appearance of prosperity, but the prospect needs professional exploration by people in the industry. At present, the operation mode of mobile newspaper is mainly divided into profit mode and operation mode. Profit model: the monthly subscription fee is charged to users who make MMS version of mobile newspaper, and the advertising revenue is charged to users who use the website browsing version of mobile newspaper on time or according to traffic. The existing operation modes of China Mobile Newspaper can be divided into two categories: media cooperation mode and operator-owned mode. Media cooperation mode: refers to the cooperation between traditional paper media and technical service providers, that is, the traditional paper media processes the original news content in newspapers, and then the technical service providers provide relevant technical and software services, and finally deliver them to all mobile phone users through the information distribution pipeline of telecom operators. Operator's own mode: TV operators first buy news information, then edit and process all kinds of content information to make mobile newspapers, and finally issue mobile newspapers through their own distribution channels.

Second, the bottleneck of the development of mobile newspapers

At present, the development of domestic mobile newspapers is still restricted by many factors, and there are still many disadvantages in the market competition. First, there is a lack of original content, with reprinting as the main form. Second, although the scope of communication is wide, the effective audience is relatively small. Third, the technology is not perfect and the operation steps need to be further simplified. Fourth, the profit model is single and it is difficult to guarantee its sustainability. The user database of mobile phones is in the hands of operators, so newspapers can't communicate with users directly, and can't directly accept users' effective feedback, so it is difficult to achieve accurate and ideal communication. From the advertiser's point of view, first of all, there is an acceptance process for "mobile newspaper", especially the lack of understanding and evaluation of the advertising communication effect of "mobile newspaper". Second, the current "Mobile Newspaper" lacks a stable, legal and attractive advertising marketing platform. Therefore, the advertising business is still in a state of development. Fifth, the marketing ability is weak. At present, from the industrial chain analysis, the mobile newspaper industry has the characteristics of unbalanced development of each subject. The backbone of mobile newspaper promotion is the operator, while other components in the industrial chain are in a vacuum state of mobile newspaper marketing, which greatly weakens the market influence of mobile newspaper.

Third, 3G era mobile newspaper and its application

With the progress and development of 3G technology, mobile phones will cross all barriers of traditional media and realize all forms of communication of newspapers, magazines, radio, television, movies and other traditional media. And with the advancement of media integration, it will also integrate the characteristics of existing media.

The application of 3G technology in mobile newspaper: First, 3G website is the future development direction. Second, online publishing is the inevitable trend of future development, and its greatest advantage is random access and repeated use. The development and breakthrough of these technologies provide reliable technical support for the rapid development of online publishing, and mobile publishing will surely become a new growth point of online publishing. With the rapid development of wireless communication technology, newspapers, as traditional media, will find new market opportunities in this new mode of communication-not only to undertake the heavy responsibility of providing information services for users, but also to become the main driving force for the promotion of new technologies.

Fourthly, the development strategy of mobile newspaper.

The first content is king, the form is innovative, and both content and form are equally important. Mobile newspaper is positioned as a focus media with shallow reading mode, and its characteristics should be fast, concise, direct and personalized. In the way of communication, mobile phone karma develops topics according to the characteristics of mobile phone media, and forms its own style in article structure, expression and language style. In the column setting, mobile newspapers should subdivide the audience and explore more information needs of readers, thus forming a situation with the original mobile newspaper as the core and multiple "sub-newspapers" developing together. Second, increase advertising revenue, broaden profit channels and diversify profit models. To develop mobile newspaper, we must get rid of the single profit model that relies on subscription fee or traffic fee at present. The arrival of 3G era provides further possibilities for mobile newspaper advertisements, mainly in its point-to-point accurate delivery to the target audience. Mobile newspaper advertisements have a huge subscriber scale and profound user information resources, so advertisements related to specific information should be placed according to the needs, interests and subscription categories of subscribers. Third, relying on industrial advantages, improve the mobile newspaper industry chain and realize multi-dimensional interaction. In the 3G era, the rationality of industrial value chain is an important factor for the rapid development of mobile newspapers in China. Fourth, strengthen marketing awareness, attach importance to market promotion and establish brand concept. After entering the 3G era, mobile newspapers must cooperate with powerful marketing methods to enhance their competitive strength and improve their profit margins. Therefore, it is particularly important to establish a marketing model with newspaper groups, service providers and operators as the main body and all links in the industrial chain participating in coordination. As far as the newspaper group is concerned, in addition to providing high-quality content, it can also make use of resource advantages to publish advertisements through traditional paper media platforms, or improve the popularity of mobile newspapers by guiding the relevant information of 3G industry and mobile newspapers. From the perspective of service providers, we can provide distinctive mobile newspaper services for different users on the basis of subdividing the user market, and strengthen the packaging and promotion capabilities of mobile newspapers. For operators, they can make full use of huge database resources and network resources for accurate marketing, and also influence users in the form of one-to-one communication through extensive business networks.