What is China Mobile DCD News?

Integrate information summary such as news and customize services.

Business introduction and analysis of DCD (Dynamic Content Delivery)

DCD (Dynamic Content Delivery) is a business capability specification from OMA, which enables the direct push of content to user terminals. It is called "Express News" in China Mobile's business, but not many people know about it.

System introduction

The DCD system includes three parts: DCD server, DCD client software, and content source.

The read content is submitted from the CP to the DCD server, and there may be two ways:

1. The DCD server sends a Push message to the client, notifying the client to immediately update the latest content.

2. The DCD server waits for the client’s scheduled synchronization HTTP request and extracts the latest content.

(The data acquisition method of Method 1 is similar to MMS)

Note: The current DCD service is a closed system, which does not reflect the independent role of the CP part and has not developed a certain number of CPs. Provide content, so the content available for subscription in DCD is relatively simple, and the attractiveness of the content is not very strong. Personally, I feel that this is one of the main problems that the DCD business currently needs to solve.

The following will make some analysis on the business characteristics of DCD and briefly talk about my thoughts.

Content push and pre-download

Similar to SMS, MMS, and WAP Push services, DCD implements content push delivery.

Unlike WAP web browsing, users do not need to remember the URL address during use, there is no waiting time for web page transmission, and there is no link click. Everything is reflected in the automatic acquisition and saving of data in the background.

Client software

DCD requires specially developed client software to complete the automatic download, storage, display and deletion of content.

According to China Mobile's DCD business specifications, generally there is a specific area for content display on the standby screen or desktop. This is also the great advantage and uniqueness that distinguishes DCD business from other businesses.

Comparison with MMS

DCD service is very similar to MMS in system composition, but it also has many enhanced features. Listed below:

MMS

DCD

1

Realize the timeliness of information acceptance through Push messages

support.

It also supports scheduled content synchronization and user manual content synchronization.

2

Pre-downloading of content. Before the content is displayed to the user, the program downloads the content in the background.

Use MIME to encapsulate all content into a content body, and use SMIL to support playback control.

Supported.

Use XML or XHTML to describe images, multimedia and other content. Each content is downloaded separately.

3

The business scalability is not strong

The business scalability is strong, based on XML interface definition, and has strong business description capabilities.

4

The user is responsible for the management of downloaded content, similar to text messages

The management of content is completed by the client, and the content has less interference with the user< /p>

5

Almost all functions that are necessary for mobile phones are supported

There are no necessary functions for mobile phones, and the installation rate of client software is far less popular than the MMS function. .

In terms of business features, the DCD function is similar to an upgrade of the MMS function, but because of the uniqueness of its business, it is not a substitute for MMS.

Comparison with Internet standard RSS

OMA referred to the Internet standard RSS/ATOM when defining DCD capability specifications because their services are essentially similar. But there are many differences, mainly solving special performance problems, network problems, etc. on mobile terminals.

1. Taking into account bandwidth limitations, optimize the amount of data transferred each time.

2. Support subscription management of multiple channels. Optimize to reduce the number of synchronizations and send all the source information of different channels subscribed by users in one synchronization.

(Such services also exist on the Internet, such as Google Reader and Yahoo Pipes, which are used to merge various RSS feeds that users need).

3. Mandatory client content management to avoid accumulation of excessive downloaded and stored content that affects the normal operation of the system.

4. Provide enhanced functions based on user information, location information, etc. provided by the client. Distinguish users and send information related to geographical location.

5. Push message support can achieve better timeliness than RSS.

6. When defining business and interfaces, consider the convenience of client implementation.

Essentially, DCD embodies the concepts of RSS and AJAX that have proven to be very effective on the Internet: subscription and synchronization, and background transmission of XML data. Regardless of the implementation method, the business characteristics have strong Internet characteristics.

When talking about the characteristics of the Internet, we have to mention the profit model of the Internet: the advertising model.

DCD business has the ability to carry advertising content. Mainly reflected in the following aspects:

1. Combined with the interesting content subscribed by users, it is easy to be followed

2. Appropriate content display capabilities, and the content is rich.

3. The content is clickable and the advertising effect can be accurately calculated.

4. The content is displayed quietly and automatically deleted when it expires, causing little disruption to users.

5. New applications are less likely to be objectionable to users.

6. It can accurately distinguish users and provide location information to improve advertising accuracy.

All of these are different from previous SMS ads and have unique advantages. Therefore, if the DCD business promotion goes smoothly and the actual number of users is large enough, adding high-quality advertising may be a good profit point.

One of the advantages of Internet companies is the continuous tracking and optimization of products. The service is updated frequently and continuously, with small upgrades at a time, and adjustments are made at any time based on user feedback. Make the product very suitable for the needs of users. The product requirements and form of DCD are relatively clear, and the need for continuous upgrades is not obvious. Therefore, adopting China Mobile's traditional development and operation of relatively independent product models can also ensure the smooth implementation of DCD products.