RINAPE :: Volume #15

#1409: To the world setup of user

LNMTL needs user funding to survive Read More

Even later generation earthshaking Master Qiao, under the YY tunes turbulent offensive, still attacked mind/square inch chaos. 即便是后世叱咤风云的乔帮主,在yytunes汹涌攻势下,也被冲击的方寸大乱。 In his eyes, YY tunes leads iTunes incessantly is a time, a dimension. 在他眼里,yytunes领先itunes的不止是一个时代,还有一个次元。 Being in the lead in time, refers to YY tunes these with the iTunes direction consistent function ; 时代上的领先,指的是yytunes那些与itunes方向一致的功能; Being in the lead in dimension, refers to the YY tunes unique public relations ecology, this is the gene that iTunes does not have ; 次元上的领先,指的是yytunes特有的社交生态,这是itunes根本不具备的基因; But the YY tunes strength just started to show! 而yytunes的实力才刚刚开始展现！ After getting online for one hour, YY tunes through the user behavior, obtained the big data that gets online the first hour, the major rankings are in the normal demonstration stage immediately, because the user is at the behavior active stage, therefore the change of ranking is rapid. 上线一个小时之后,yytunes就通过用户行为,获得了上线第一小时的大数据,各大排行榜立刻进入正常显示阶段,而且由于用户正处于行为活跃阶段,所以排行榜的变化非常快。 Michael Jackson, 50-cent, linkin-park, Boss eyone and other European and US singers rank the rapid rise, but as a result of China powerful user base number, therefore some China singers as well as Chinese song also few being on the list, for example popularity prosperous Jay Chou, «Cipher» broke in hot song list top10. 迈克尔・杰克逊、50-cent、linkin-park、beyone等欧美歌手排名迅速上升,而由于华夏强大的用户基数,所以华夏歌手以及华语歌曲也有少量上榜,例如人气正旺的周杰轮,一首《暗号》冲入了热歌榜top10。 However because this song was in July 2002 distributes, when input the backstage based on July 2002, because has distributed for a year, therefore missed the new song list. 不过这首歌因为是2002年7月发行的,所以在录入后台的时候就基于2002年7月,由于已经发行一年,所以无缘新歌榜。 The list of rapid change attracted the close attention of fans, fan of especially those idol in list, to help idol climb ranking, starts on YY, as well as on various website invited others to help to the song and singer point to praise, when to these frantic fans, the YY tunes list, looked like the super bull market bulk lots trend chart, making one not dare to have the moment to lose concentration. 快速变化的榜单吸引了歌迷们的密切关注,尤其是那些偶像在榜单上的歌迷,为了帮助偶像爬升排名,开始在yy上,以及各种网站上邀请他人帮忙给歌曲、歌手点赞,对这些狂热的歌迷来说,yytunes的榜单,就像是超级牛市时的大盘走势图,让人不敢有片刻分神。 Because gets online the online audition to be first month free, therefore after YY tunes gets online the recharging running water is not high, only then a small number of user download(ing) single bent/tune and special editions time provided several million USD business running water, but Li Mu was not worried, now the product just gets online, what the user must first do integrates into this music public relations world, rather than comes up to let them for the music payments fund. 由于上线首月在线试听免费,所以yytunes上线后的充值流水并不高,只有少数用户下载单曲和专辑的时候提供了数百万美元的业务流水,不过李牧对此一点都不担心,现在产品刚刚上线,用户首先要做的是融入到这个音乐社交世界,而不是一上来就让他们为音乐支付资金。 In the promotion rhythm of Li Mu formulation, getting online first month is the YY tunes user fostering period, this month of biggest duty, attracts more users to join YY tunes as far as possible, and makes them immerse in, thus abandons other online audition products subjectively. 在李牧制定的推动节奏里,上线首月是yytunes的用户养成期,这一个月最大的任务,就是尽可能吸引更多的用户加入yytunes,并且让他们沉浸其中,从而在主观上抛弃所有其他的线上试听产品。 So long as fostering period all smooth, gets online the second month officially in developed country market start payment hiring by the month, every month equivalent to 9.9 USD hiring by the month expenses, will certainly create an impressive answer paper. 只要养成期一切顺利,上线第二个月正式在发达国家市场启动付费包月,每月折合9.9美元的包月费用,一定会创造出一份让人惊叹的答卷。 As for the payment download(ing) business, the Li Mu's confidence is bigger, the hiring by the month income has its bottleneck, the earning that for example 10 million payers, can create every month is 9900 ten thousand USD, wants to grow in this foundation, must through increasing the payment number of users promotes, this more the difficulty will be bigger in the future ; 至于付费下载业务,李牧的信心更大,包月收入有它的瓶颈,例如一千万付费用户,每月所能创造的营收就是9900万美元,想在这个基础上增长,必须要通过增加付费用户数来提升,这个越往后难度越大; But the payment download(ing) business does not have the bottleneck to the single user, a payer first month possibly only download(ing) a song, is one year later, after he was used to the premium service, likely develops each month to purchase more than ten 20 songs, the earning that in that case, creates every month may over 20 USD, and even higher, therefore this is a long-term growth line, Apple achieved 30 hundred million USD at 2013 payment music download(ing) earning, equivalent to the words of moon/month, every month earning over three hundred million USD. 而付费下载业务对单个用户来说没有瓶颈,一个付费用户首月可能只下载了一首歌曲,可是一年之后,当他习惯了付费服务之后,很可能发展到每月购买十几二十首歌,那样一来,每个月创造的营收就有可能超过20美元,甚至更高,所以这是一条长期的增长线,苹果在2013年的付费音乐下载营收就达到了三十多亿美元,折合到月的话,每月营收都超过三亿美元。 ...... …… although is globally gets online, but YY tunes in the different countries and areas, there are different strategic inclines, in the copyright protection mature country and area, YY tunes got online the hiring by the month audition business directly, as well as payment download(ing) business, however in copyright protection insufficiently mature country and area, what Muye Science and Technology adopts is online audition hiring by the month business „temporarily is free” the operation strategy, be free to should the charge business temporariness, rather than gives the music to be free directly, in order to avoid believing of user instinct, the music service should be free. 虽然是在全球范围内上线,但yytunes在不同的国家与地区,有不同的战略倾斜,在版权保护成熟的国家与地区,yytunes直接上线了包月试听业务,以及付费下载业务,但是在版权保护不够成熟的国家与地区,牧野科技采取的是在线试听包月业务“暂时免费”的运营策略,给本该收费业务暂时性免费,而不是直接给音乐免费,以免用户本能的认为,音乐服务本身就是应该免费的。 In „temporarily is free” the area, YY tunes does not provide the free download(ing) service, if the user wants through the YY tunes download(ing) music, needs to pay expenses, in China is also so, the user can listen to music on YY tunes free, but cannot the free under song, if there is a demand of download(ing) free song, can search pirating resources website. 在“暂时免费”的地区,yytunes不提供免费下载服务,用户如果想要通过yytunes下载音乐,还是需要付费的,在华夏也是如此,用户可以在yytunes上免费听歌,但不能免费下歌,如果有下载免费歌曲的需求,可以去搜索盗版资源网站。 The payment form that except that serves has beyond the difference, in global any country and area, YY tunes other business functions is nothing differences, in the copyright storehouse all music face the global users to be open, all users can issue the commentary under the random song, and all commentaries can show that gives all users, regardless of the commentary is the language of any country. 除了服务的付费形式有区别之外,在全球任何一个国家与地区,yytunes的其他业务功能都是没有任何差别的,版权库内所有的音乐都面向全球用户开放,所有的用户都可以在任意一首歌下发表评论,并且所有评论都会显示给所有用户,无论评论是任何一种国家的语言。 If Michael Jackson's classical song «Boss illie-jean», then this song following commentary might contain a entire world any language, but, for did not make a some language monopolize the essence commentary area, YY tunes specially designed a logic of essence commentary demonstration : 50% of essence commentary must from choose with the user native language same essence commentary, remaining 50%, the accent takes besides the user native language, other number of users most five languages. 如果是迈克尔・杰克逊的一首经典歌曲《billie-jean》,那么这首歌曲下面的评论有可能包含了全世界任何一种语言,但是,为了不让某一种语言独占精华评论区,yytunes特别设计了一个精华评论显示的逻辑,既:精华评论的50%要从与使用者母语相同的精华评论里选择,剩下的50%,调取除使用者母语之外,其他使用人数最多的五种语言。 For example, a use English edition YY tunes user opens «Boss illie-jean» this song the commentary area, then in tops 10 essence of demonstration to comment, in 5 commented the point to praise number that chose to be highest first five from all English, surplus five, the demonstration point approved the number highest Chinese commentary, Hindi commentary, Arabic commentary, Spanish commentary as well as Russian commentary respectively. 例如,一个使用英文版yytunes的用户打开《billie-jean》这首歌的评论区,那么置顶显示的十条精华评论里,五条是从所有英文评论里选择的点赞数最高前五名,剩余五条,分别显示点赞数最高的汉语评论、印度语评论、阿拉伯语评论、西班牙语评论以及俄语评论。 If a use Chinese version YY tunes user opens this song, the commentary area five Chinese essence commented, and essence commentaries of five other languages. 如果是一个使用汉语版yytunes的用户打开这首歌,评论区则有五条汉语精华评论,以及五条其他语言的精华评论。 Overwhelming majority users, to language does not grasp over two types, this also means that in ten essence that six languages demonstrate comment, almost four are the user cannot understand, development time, Muye Science and Technology some team interior people proposed, should according to the language that the user uses, gives him to match the essence commentary of user native language, but Li Mu direct veto. 绝大部分的用户,对语言的掌握不会超过两种,这也就意味着,六种语言展示的十条精华评论里,差不多有四条是用户看不懂的,开发的时候,牧野科技的团队内部有人提议,应该按照用户使用的语言,给他匹配用户母语的精华评论,但李牧直接否决了。 If a China user opens " Boss illie-jean » music commentary area, discovered that is Chinese comments, he certainly will feel kind, but, this warm feelings will make him lose Li Mu to hope he has „world setup”. 如果一个华夏的用户打开《billie-jean》的音乐评论区,发现都是汉语评论,他一定会觉得亲切,但是,这种亲切感会让他失去李牧希望他拥有的“世界格局”。 On the contrary, Li Mu does not hope that own YY tunes to the users taking away warm feelings, he hopes this model of software, can like Facebook, even like Harbo telescope, brings the vast feeling to the user, Li Mu is also to demonstrate the commentary that the user cannot understand, lets them, this is not a pure model of music software, this is people all over the world the music software that uses! 相反,李牧不希望自己的yytunes给各国用户带去亲切感,他希望这款软件,能像faebook,甚至像哈勃望远镜那样,给用户带来浩瀚感,李牧就是要把用户看不懂的评论也展示出来,让他们一直到,这不是单纯的一款音乐软件,这是一款全世界各国人民都在使用的音乐软件！ For the exciting user issues the commentary the power, YY tunes promoted the user rank specially, and matching bonus, issues a commentary every time, will obtain certain overall, if there is a commentary to be selected as the essence, not only can obtain more overalls, but also the point approves the number to be higher, the acquired overall are also more, the overall promotes, can be used to exchange. 为了刺激用户发表评论的动力,yytunes特意推出了用户等级,并且搭配积分奖励,每发表一条评论,将得到一定的积分,如果有评论被选为精华,不但可以得到更多的积分,而且点赞数越高,获得的积分也就越多,累计积分来进行升级,也可以用来兑换。 In YY tunes, the overall can be used to exchange single bent/tune, special edition, even is the hiring by the month service, but system bringing screening mechanism, if user to obtain the overall irrigates carelessly, system will deduct the overall that the opposite party unusual channel obtains, even in addition buckles as well as confers a title upon and other punitive measures. 在yytunes里,积分可以用来兑换单曲、专辑,甚至是包月服务,但系统自带甄别机制,如果用户为了得到积分胡乱灌水,系统将扣除对方非正常渠道获得的积分,甚至还有加扣以及封号等惩罚措施。 In YY tunes with the cooperation agreements of major record companies, everyone also approves the product of user overall exchange not to include the earning, as the matter stands, YY tunes does not need for this reason the extra allowance user and record company, reduced the operation cost. 在yytunes与各大唱片公司的合作协议里,大家也都认可用户积分兑换的产品不计入营收,这样一来,yytunes不需要为此额外补贴用户和唱片公司,减少了运营成本。 With the unceasing promotion of user rank, user not only has more striking rank showing, what is more important is can become „music expert”, once becomes the music expert, has the qualifications of obtaining the system recommendation, this will increase many attention and fans for them. 随着用户等级的不断提升,用户不但有更醒目的等级彰显,更重要的是能够成为“音乐达人”,一旦成为音乐达人,就有获得系统推荐的资格,这将为他们增加更多的关注和粉丝。 What does not have/leave Li Mu to expect, the function of music commentary, obtains the affection and praise of all over the world users after online immediately! 不出李牧所料的是,音乐评论的功能,在上线之后就立刻得到了全球各地用户的喜爱与追捧！ Before everyone online listened to music the innumerable different products and website, with the US (America) market, although online listened to Beyonce similarly, but everyone dispersed on dozens over a hundred website and software, listening to music that they made, to put it bluntly, this behavior, was the unidirectional data request: The users to the different platforms requested that the data of some Beyonce song, these platforms act according to the customers demand, the data transfer on their computers, is broadcast by the computer again. 以前大家线上听歌有无数不同的产品和网站,就拿美国市场来说,虽然同样是在网上听碧昂丝,但大家分散在几十上百个网站、软件上,他们所做的只是听歌,说白了,这种行为,就是单向的数据请求:用户向不同的平台请求碧昂丝某首歌的数据,这些平台根据用户需求,将数据传输到他们的电脑上,再由电脑进行播放。 This audition way, has no difference from the television to put it bluntly, each television viewer only has the unidirectional data request with TV Station, the audience does not watch the program in same TV Station, is more impossible to have the opportunity through the television, creates the audience and audience separates the spatial interaction. 这种试听方式,说白了和电视没有什么区别,每一个电视观众都只跟电视台存在单向的数据请求,观众不在同一个电视台看节目,更不可能有机会通过电视,来创造出观众与观众的隔空互动。 However, on YY tunes, the user can break this unidirectional data transfer pattern for the first time, they not only can listen to music through the donload data, but can also upload own commentary through upload to this song. 但是,在yytunes上,用户第一次能够打破这种单向的数据传输模式,他们不但可以通过donload数据听歌,而且还可以通过upload给这首歌上传自己的评论。 Because everyone commented in a platform, therefore, based on user and song two-way interaction, but can also through the commentary, be innumerable a user through some song, or somebody linked, all of a sudden point-to-point, turned into opposite of the point, the transformation of this experience, making the user very delighted. 由于大家都在一个平台上进行评论,所以,在用户和歌曲双向互动的基础上,还能通过评论,将无数个用户通过某首歌,或者某个人联系在一起,一下子就把点对点,变成了点对面,这种体验的变革,让用户无比欢喜。 To user, suddenly, he can see from the entire world, has the user who the same music likes with, the commentary that the music that likes issuing in view of oneself, in these commentaries, half is own native language, the other half, some can understand, some are what language do not even know, this made them feel the internet globalized charm instantaneously, in another end and in the distance over ten thousand kilometers away place of Earth, there is have not seen a person, and liked the similar music, he ( she ) used own language to give this song to leave behind him ( her ). The commentary, this feeling was really marvelous! 对用户来说,忽然间,他可以看到来自全世界的、与自己有着相同音乐喜好的用户,针对自己喜欢的音乐所发表的评论,这些评论里,有一半是自己的母语,另外一半,有的自己能看懂,有些甚至连是什么语言都不知道,这瞬间就让他们感受到了互联网的全球化魅力,在地球的另一端、在距离自己上万公里远的地方,有一个自己没见过的人,与自己喜欢同样的音乐,他(她)用自己的语言给这首歌留下了他(她)的评论,这种感觉实在是太奇妙了！ This is Li Mu wants through YY tunes, through the music, comes „the world setup of” to the entire world users transmitting, the music is not some country and some even some language unique product, it is entire world all human a total of one „language”, each language is regional, the only music, is global! 这就是李牧想通过yytunes,通过音乐,来向全世界用户传递的“世界格局”,音乐不是某个国家、某个民族甚至某种语言特有的产物,它是全世界所有人类共有的一种“语言”,每一种语言都是局域性的,唯独音乐,是全球性的！ ...... …… As gets online the growth of time, YY tunes various data with irresistible force! 随着上线时间的增长,yytunes的各项数据势如破竹！ Poured into painstaking care YY tunes, after 48 hours of online, the world activates the user then to break hundred million. 倾注了大量心血的yytunes,在上线的48个小时之后,全球激活用户便已经破亿。 Activates the number of users the statistical standard to only have one: Completes the log in YY user on YY tunes. 激活用户数的统计标准只有一个:在yytunes上完成登陆的yy用户。 But because YY tunes attaches to the YY ecology completely, therefore only accepts YY account number log in. 而yytunes因为完全依附yy生态,所以只接受yy账号登陆。 48 hours of user broken hundred million, this data makes all peers incomparably shock, to many companies and products, can achieve hundred million users after 48 months is very successful matter, but to Muye Science and Technology, they only takes 48 hours...... 48小时用户破亿,这个数据让所有业内同行无比震撼,对很多公司和产品来说,经过48个月能达到过亿用户就已经是非常成功的事情了,但是对牧野科技来说,他们只需要48个小时…… This astonishing data, making all internet people realize the strong role of huge ecology, stood in the YY ecology, YY tunes can play the tall building suddenly, but in the future, has not known that YY this colossus, can hatch many monster level product like YY tunes. 这个惊人的数据,让所有互联网人意识到了庞大生态的超强作用,在yy的生态立,yytunes能够在眨眼间起高楼,而将来,还不知道yy这个庞然大物,到底还能孵化出多少像yytunes这样的怪兽级产品。 After an enterprise has such powerful ecology, it had strong Boss uff simply, this Boss uff exaggerating, even if said that it can grow 500% strengths, simultaneously weakens the opposite party 90% strengths, will not have anybody to dare to question. 当一个企业拥有这样强大的生态之后,它简直就是拥有了一个超强buff,这个buff夸张到即便说它可以增长500%自身实力,同时削弱对方90%实力,也不会有任何人敢质疑。 This also makes the capital market of the world start to consider the Muye Science and Technology actual impact strength, and enterprise estimate value of present stage. 这也让全世界的资本市场开始重新考量牧野科技的实际影响力,以及现阶段的企业估值。 But, the capital soon realizes an issue: The cash flow business like Muye Science and Technology is powerful, should judgment its real value that also the enterprise of explosive growth, the estimate value of capital is always very difficult to be accurate, with the great success of YY tunes, Li Mu start Muye Science and Technology ipo? 可是,资本很快意识到一个问题:像牧野科技这样现金流业务强大,又总是会爆炸式增长的企业,资本的估值已经很难精准的判断它的实际价值了,随着yytunes的巨大成功,李牧是否该启动牧野科技的ipo了？
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