The World Cup has kicked off on June 14, 2018, and fans around the world are rubbing their hands. If there is anyone who is more excited about the arrival of the World Cup than fans, it is undoubtedly on sports live broadcasting platforms. As the largest sports event in the world and the sport IP with the largest commercial value, the copyright of this event will bring huge flow effect and high commercial value to new media, which is of great strategic significance to the platform in the long run. In order to fight for the rights of the event, the major video platforms fought, and finally the rights went to Migu Video. So, could Migu video be the biggest beneficiary of this event?
World Cup begins, can China Mobile cast migu this sword?
Judging from the traffic effect and commercial value of the World Cup, there is no doubt that Migu video will take several steps forward to win the tournament, but it still faces many challenges to become the biggest winner.
First of all, event copyright is not exclusive to Migu Video, and Youku will become migu video’s biggest competitor. Migu Video announced on May 22 that migu Video has become the designated official partner of the new media and telecom transmission channel of the 2018 CCTV World Cup. After all, everyone knows the commercial value behind the World Cup. Obviously, the World Cup rights are not easy to get. Has not yet opened the time, secretly surging market on the surface of a quiet, in the public think that the dust of the copyright of this game settled, Youku suddenly announced that he will become one of the World Cup designated new media partners.
At that time, the market was filled with a few happy a few sad breath. For the audience, youku can win the copyright of this event is undoubtedly a good thing, the increase of viewing channels means that there is a corresponding increase in choices for everyone. But for Migu video, this is obviously not a good news, the emergence of Youku on the flow of the diversion and the division of commercial value. Compared with youku this old video platform, migu video’s advantage is obviously weaker. As a result, Youku has a certain user base. Secondly, youku has enough experience and industry chain to support the operation of copyright.
At the same time, migu video’s acquisition cost will increase, while its commercial value will decrease accordingly. Therefore, although migu video and Youku stand on the same competitive position on the surface, but in fact, Migu video is slightly behind.
At the same time, Migu video is under attack from piracy. Since the cost of copyright is getting higher and higher, the piracy of broadcast on the Internet is more and more rampant. The amount of clicks of a website is proportional to economic income. Facing the temptation of low cost and high profit, some video websites often take risks. As a big IP, the amount of clicks behind the World Cup is a huge number and the economic income generated is also a considerable number. Under this kind of temptation, the pirating force will naturally target this big IP.
Secondly, content output needs to borrow from CDN vendors. Live broadcasts of the World Cup mean peak traffic, which poses a huge challenge to the ability to deliver online content. Migu video has a natural advantage in network content transmission capacity. With China Mobile as the carrier, Migu Video does not have to worry about this problem. It is worth mentioning that although migu Video has a good network infrastructure, neither migu Video nor China Mobile, the company behind it, has accumulated operational advantages in the live broadcast of major events, and is not capable of fast carrying capacity in the face of sudden traffic. Therefore, Migu Video still needs to seek assistance from professional CDN manufacturers.
Finally, the landing and dissemination of content after the event should still return to social. In fact, the economic benefits of the World Cup are related to the attention economy. Both Migu and Youku can only grasp the attention economy of 90 minutes during the World Cup, while the attention economy beyond 90 minutes will gradually shift to other platforms, among which social platforms are the hub of attention gathering. After all, no matter how exciting a game is, it can only be watched for dozens of minutes at most, and the public’s emotional vent for the World Cup is mainly on social media, such as Posting moments, weibo and participating in hot topics.
Behind the sword, China Mobile has a big picture
Under these unfavorable factors, migu Video is still willing to pay a large sum of money to win the event copyright is closely related to the intention of China Mobile to build an Internet product. As a member of China Mobile, Migu video is backed by Dashan, and China Mobile is pushing migu video hard for two reasons.
One is the need for a platform as a springboard to the Internet. The Internet industry is not just a simple technological upgrade, but a special commercial gene, which can often “overturn” any enterprise, including China Mobile, Unicom, telecom and other monopolistic enterprises. With the development of the Internet industry, operators can feel this “disruption” gene more and more. Main business began to encroach on the Internet industry operators, such as communications, voice business, capturing the value-added service operators, such as cutting off the operator upward path of development, and according to the trend of the development of the Internet industry, the possibility of future Internet company self-built network is very big, once the self-built network, operators will be impacted by the deadly. Therefore, China Mobile wants to establish an Internet product to closely link itself with the Internet industry and reduce the impact of the Development of the Internet on itself.
The other is to broaden the development market. Although it belongs to the information industry like the Internet industry, the development market of operators is actually very limited. Nowadays, the information industry to flourish, to support the sight of the core contributors mainly Internet companies, Internet companies can be said to be the creator of the content, based on user needs to create the content of the derivative gradually become a huge market, in the market, the company’s various business models are dug up and try to improve, to be able to obtain the income channels continue to increase.
Compared with Internet companies, operators have very limited revenue acquisition channels and most of them rely on monopoly networks to achieve revenue growth. Therefore, from the perspective of the industry, the huge user groups owned by operators do not belong to operators, but to the Internet industry. Under the constraints of these factors, It is inevitable for China Mobile to turn to the direction of content creators if it wants to achieve new development. After all, in the era of content is king, only with the ability to create content can it attract its own user groups and gain benefits from different business models.
From these congenital factors and the increasingly fierce competition between the three operators, it is not difficult to understand why China Mobile insists on deriving other businesses and developing other markets. However, China Mobile’s intention can really be realized?
Difficult to control the heat, China mobile’s scheme can be realized?
It can be done, but it’s difficult. In fact, Migu video is not China Mobile’s first target. Long before Migu, China Mobile had launched a flying message service and tried unsuccessfully to spin it off as a true Internet product. The fundamental reason why Feitu did not become an Internet product is that it did not grasp the good timing and had a problem in strategic development, that is, it did not open to all users.
In fact, the failure of Feimin shows that limited by traditional business thinking and model, traditional enterprises like China Mobile lack certain Internet thinking, which is also one of the biggest obstacles for many traditional enterprises to create Internet products or even transform. So far, China Mobile has not created a successful Internet products, in the lack of Internet strategic thinking and successful experience support, migu video can go out of China Mobile is still unknown.
In addition, migu video won the World Cup copyright to migu benefits, but also migu video brought many powerful competitors. Video platform industry has long been a great number of giants, youku, IQiyi, Tencent and other giants in the market neutrality of the barrier has become an insurmountable gap for many video platforms, in the hegemony of the throne is still falling, other video platforms want to break through the gap is not easy. And mi Gu video wins World Cup copyright this one move drew the attention of numerous magnate, after all World Cup copyright has great temptation to any video platform.
The most important point is that migu video, as a latecomer, is still a scarce resource for high-quality content except the copyright of the World Cup. However, this happens to be the foundation of the Internet video platform. High-quality content resources are the basis for the survival and development of content platforms, and video platforms are no exception in this regard. In addition to purchasing copyright, supporting original content and attracting more content producers are also routine means for video platforms. Migu Video, a former operator, lacks content genes since its birth. Compared with BAT and other Internet giants, migu video lacks advantages in obtaining copyrighted content, which makes it difficult to obtain copyrighted content.
In general, China Mobile, one of the three major operators, is constantly expanding new businesses. In the era of high-speed development of the Internet, it is worth learning to integrate with the Internet industry through the creation of Internet products and ensure that it does not lag behind the development of The Times. The World Cup is indeed an opportunity for China Mobile, grasp this opportunity China Mobile to create a successful Internet products will increase the possibility. However, both China Mobile and Migu Video need to face different degrees of challenges and solve many problems in the process of development before they become big winners and step out of China Mobile and complete the integration with the Internet industry.
Article/Liu Kuang public account, ID: Liukuang110