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评论:从Google收购Youtube说开来
电子商务直通车 发表时间:2006年11月11日 信息来源:新浪科技 |
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| Google现在已经成了互联网的代名词,这一点从新浪博客科技版就可以看出来,每5条推荐的博客文章里必定有一篇有关Google的,互联网从业者已经有些把这个公司神话了,当然它本身也的确创造了神话。于是神话公司的一举一动都预示一些事情即将发生:Google03年收购Blogger,带来了博客热潮;2005年10月收购数字地图测绘公司Keyhole,又引领了搜索行业的本地化;一年之后,也就是今年10月,Google再一次向世界证明了自己眼光的前瞻性,以16.5亿的天价鲸吞视频共享网站YouTube。这个消息无疑向我们预示“网络视频将是互联网下一个爆发性增长点”,Google收购YouTube也大大加快网络视频广告市场的发展速度。 这对国内150多家视频网站来说无疑是个非常好的消息,被大公司收购对他们来说未尝不是一个好的结局,反之,有人说中国的大网站们也该行动起来了,效仿Google的做法,进军视频搜索市场。其实已经有公司行动了,且比Google更有眼光——新浪的爱问,但是爱问并没有采用收购的方式,而是自己动手,丰衣足食,短短几个月的时间爱问视频搜索在百度的“视频”搜索结果中已经排在第一的位置,在Google中国的搜索结果里也排在其他视频网站前面。 话说回来,视频网站在国内还属于起步阶段,国内150多家视频网站,究竟谁能成为最终老大,现在还说不清楚,我们也只能从市场发展的角度去猜测。目前国内的150家视频网站中没有一家达到Youtube的规模,技术水平应该是主要因素之一,另外还和国情、产品设计、推广方式等因素有关。Youtube的技术水平自是不必说了,每天1亿次的视频点击和35G的带宽处理都能说明问题,目前国内在技术方面比较领先的我认为是6rooms、爱问视频和一见,这三个网站视频播放的速度可以算国内最快的,视频的格式转换技术甚至比Youtube强,相信他们肯定是在这方面下了很大功夫。 但是Youtube真正取胜的地方不仅仅在技术,更重要的是产品设计和推广方式。首先这个idear在当时就非常吸引人,当然此一时非彼一时,现在各个网站肯定不再具有这方面的优势,不过仍然可以从其他方面取胜。除了绝妙的idea之外,Youtube的产品设计非常好,在用户体验的设计上下了很多功夫,真正做到了想用户之所想,做用户之所用,它的很多功能设计已经形成了一种模式,成为众多视频网站学习的对象,不过有些东西是学不来的,即使学也不一定能学到其精髓,我个人认为爱问在产品设计上做得比较好,爱问的产品设计包括界面设计非常“骨感”,功能简洁明了,用户很容易上手,对比56.com很多看似“傻瓜”实际过于复杂的功能使用起来真是非常顺手,56.com将过多的功能堆在页面上反而干扰了用户的使用,让用户无从下手。 另外成功的产品的运营和市场推广也是致胜的关键。Youtube在产品的推广上也非常注重全面发展,一方面他们认识到视频网站最重要的是用户之间的分享,给用户提供一个展示自己的舞台,成功地完成了对用户的引导,引导用户秀自己,帮助很多普通人实现了自己的明星梦。22岁的史蒂薇·莱安就因为在Youtube上的“精彩”表现而获得了人生中的第一个奥斯卡奖,这肯定会让很多好莱坞的大明星艳羡不已。另一方面,Youtube与华纳音乐达成合作协议,华纳音乐会将自己的音乐视频库向YouTube开放,所有的YouTube用户将可以观看这些视频,并且可以利用这些视频作为创作素材,加进自己的创作视频里,这使它向新型媒体转型迈出了成功的一步。而华纳音乐和YouTube将会共同分享视频相关广告带来的收入,这也让他在盈利模式上寻找到新的突破口。这种盈利模式的突破对国内众多视频网站来说喜忧参半,因为它们本身并不在一个起跑线上,对于像爱问这样的网站来说肯定是好消息,因为它可以依托新浪多年的运营经验和媒介关系,很轻松的做到这一点,但是对于其他自主创业的小公司来说,可能就比较困难了,起点不同,想要殊途同归就非常困难。 重新回到Google收购Youtube这个话题上来,相信Google的此次收购行动除了要抢占新型技术、新的广告模式和用户之外,另一个目的是抢占手机市场,众所周知,手机是一个尚未被大规模开发的巨大市场,谁最先抢占了这个市场,谁就会成为未来最大的赢家。那么国内的视频网站们,你们准备好了吗?据我所知目前只有2家视频网站有wap版本——56.com和爱问,也许最后的较量就在他们之间。 |
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