www射-国产免费一级-欧美福利-亚洲成人福利-成人一区在线观看-亚州成人

USEUROPEAFRICAASIA 中文雙語Fran?ais
China
Home / China / Innovation

WeChat monetization takes a celebrity twist

Xinhua | Updated: 2013-09-22 19:54

BEIJING - China's most popular instant-messaging service now offers a more intimate way for fans to interact with celebrities -- and it comes with a price.

For a membership fee, WeChat users can now have their favorite movie stars wake them up in the morning, see unretouched celebrity photos, and read books published by famous writers.

The official WeChat account of Chinese actor Chen Kun now asks users to pay 18 yuan ($2.92) a month for exclusive content. Given Chen's massive popularity and WeChat's 400 million-plus users, analysts say the account could generate a substantial amount of revenue.

Many celebrities in China have turned to WeChat to engage with the public after the messaging app, launched by Chinese Internet company Tencent in early 2011, gained instant popularity among mobile users.

Despite WeChat's rising popularity, much of the revenue for parent company Tencent comes from gaming. Morgan Stanley said in June that the Chinese Internet giant's profit margins are likely to narrow further in 2013 as the company invests aggressively in e-commerce and mobile Internet.

While users of the company's WeChat app have been on a steep rise in the years since its launch, the company has yet to develop a clear vision on how to monetize WeChat's sprawling user base.

The latest version of the app has laid groundwork for future monetization efforts. The update enables a mobile payment service through the company's payment subsidiary, Tenpay. Tencent also charges users for premium stickers and emoticons, while its barcode scanning function has been improved to assist mobile purchasing.

The renewed platform also sets the stage for in-app gaming, a channel widely deemed a potential source of revenue.

The membership fees charged by celebrity accounts are the latest effort to cash in on the popular platform. It is unknown how Tencent benefits from this charge. The company did not reply to Xinhua's request for comment on the membership fee.

"The move opens a fresh new angle in the ongoing discussion about ways to monetize on internet platforms," said Wang Yi, a senior IT consultant at Beijing-based research firm CCIDConsulting.

Internet companies traditionally earn their revenue through ad campaigns, as in the case of Internet portals and microblogs. However, the latest offering on WeChat puts a price tag on satisfying fans' urge to know more about their favorite stars.

In that case, content becomes the ultimate factor in determining the fee's ability to become a sustainable revenue source. Zhu Xiaoming, founder of WeMedia, said that users will pay membership fees only if the content they receive holds appeal.

Zhu added that WeChat's ability to monetize depends on future improvements of its official accounts, such as that of actor Chen Kun.

It is hard to estimate the revenue already grossed through official accounts, but the platform has become a new battleground for companies and celebrities vying for public attention, according to Zhang Yi, CEO of iiMedia Research.

Tencent has not revealed detailed plans to regulate these accounts. While many accounts tout the privileges users can enjoy for a fee, some wonder if users will get their money's worth and how Tencent will protect users' rights.

"A post-sale service mechanism should be put in place to address subscribers' concerns, but we haven't seen any clear measures so far," said iiMedia Research's Zhang.

As more celebrities and companies open their official accounts to interact with users, Tencent must set necessary ground rules, including the protection of intellectual property rights, profit split, taxation and content screening, said Wang of CCIDConsulting.

Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
 
主站蜘蛛池模板: 欧美日韩精品一区二区 | 久久精品国产99国产精品亚洲 | 大尺度福利视频奶水在线 | 日韩一品在线播放视频一品免费 | 国产真实生活伦对白 | 性色午夜视频免费男人的天堂 | 国产精品福利视频萌白酱 | 亚洲精品大片 | 无码精品一区二区三区免费视频 | 国产成人精品免费视频大全可播放的 | 国产成人精品免费视频大全可播放的 | 久久成人国产精品免费 | 欧美毛片在线观看 | 91精品国产91久久 | 久草免费公开视频 | 国产三级三级三级三级 | 日本在线理论片 | 免费看黄色片的网站 | 久久久久久久久综合 | 欧美日韩在线观看一区二区 | 欧美高清视频在线观看 | 国产第一夜 | 亚洲三级免费 | 亚洲va在线va天堂va四虎 | 激情午夜天 | 中文精品久久久久国产网址 | 亚洲国产精品aaa一区 | 亚洲高清综合 | 一本色道久久88亚洲精品综合 | 一级毛毛片毛片毛片毛片在线看 | 国内精品久久影视 | 亚洲精品在线视频观看 | 免费韩国美女爽快一级毛片 | 亚洲国产精品成人午夜在线观看 | 乱淫67194| 国产日韩欧美精品一区二区三区 | 暴操女人| 99精品视频在线观看免费 | 欧美xx69| 欧美日韩一区二区在线观看 | 国产三级网站 |