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Annual conference of China digital publishing has been held on 19th July, 2012 in Beijing. Chinese Academic of Press and Publication released the Annual Report of 2011-2012 China Digital Publishing Industry, in four dimensions to present a panoramic and general description of 2011-2012 China digital publishing industry.
1. Strong Trend of Digital Publishing Industry Development
In 2011, digital publishing remained on a strong upward trend, annual revenue having reached to 137.788 billion RMB. Compared with 2010, overall revenue has increased by 31%. The total revenue included 934 million RMB from journals on the internet, 1.65 billion RMB of E-books and E-readers, 1.2 billion RMB of digital news (not including mobile news), mobile publishing (ringtones, mobile games, etc.), 4.285 billion RMB from online games and 5.129 billion RMB from internet advertising. In the past year, it has been high speed growth in digital news, e-books and journals on the internet, risen by an average of more than 25%.
From the following form, we can figure out that the overall revenue in 2011 in online journals, E-books and digital news reached to 2,834 million RMB, accounting for 2.06%. It suggested that simple digital reproductions from paper publications lack of originality are difficult to establish foothold in the market. 35.734 billion RMB from mobile publications and 42.85 billion RMB from online games respectively took up 26.66% and 31.10%, which demonstrated mobile publications and online games were the major force of contribution to the revenue in the digital publishing industry, which meant entertaining products dominated in a large proportion in the digital publishing.
2. Situation Analysis of Digital Publishing Industry
China digital publishing was launched in 2005. With rapid development of seven years, it is the time upgrade the way of innovation. Under the support of the competent department of government, the industrial chains including content providing, platform construction, channel development, technology research and terminal production shall achieve further development in this year
a. The competent department of government shall positively deploy to promote the development of digital publishing.
The General Administration of Press and Publication of China carried on careful research on the three aspects of industrial base, platform construction and online publishing service, drafting the relevant management measures and guiding opinion. Three policies are expected to be published recently on the purpose of not only the establishment of laws and statutes but also pointing out the direction of future development in the digital publishing platform and online publishing. At present, the basic layout of china digital publishing base construction is achieved. The space distributions are developed from one area to multi-area, from a single city extended to multiple cities. Such as the base in Hangzhou which sets up a mode of “one city radiating multiple areas”, the center in Jiangsu “radiating multiple areas of the province”, the extension park in Zhangjiang in Shanghai “radiating the whole city”, the base in Xian in Shaanxi radiating the whole central plains including Henan and northwest part of China, it appears the trends of diversity of space distributions. Now, it takes more practical measures to realize phased transition process of the development of variation and characteristics. All of them like games, finance and super-count service in Zhangjiang in Shanghai, the cloud computing technology service in Tianjin and Chongqing, mobile readings and online games and animations in Hangzhou, digital education (E-schoolbag) and E-books highlight their respectively distinguishing features and lay the foundation of differentiated development and total output of some of these bases grow over ten billion RMB.
b. With further content processing, it is changing the simple digital reproductions from paper publications into customization and development of multiple terminal utilizations
Lack of critical contents in digital publishing products has been plagued the development of digital publishing. Even though there are huge amount of resources in the traditional publisher. However it is difficult to transfer these resources into digital products adapted for digital terminals to present and make profits. On the fourth Digital Content Expo in July, 2011, the digital department of Guangdong Publishing Group introduced: It was less than a thousand of resources which can be operated on the mobile platform among over twenty thousand of publications while the maximum of transformation of resources was not exceeding by 30% among ten thousand books.
The rate of utilization of traditional resources digitalization is very low, which is a common phenomenon at present. Main reasons lie in the inadequate recognition on the characteristics of new media, the incapable response to user requirements and the misunderstanding of market demands of products selecting and processing.
In 2011, the content providers of digital publishing carried on the content development on the multiple platforms and terminals, having realized the transition from a paper book to perform on E-reader, PC, TablePC and mobile phone. In 2011, “Fighting in the vault of heaven” the online serial story with high clicking rate of Shanda literature has been developed on Android client, iPhone client and mobile phone wap website, Bambook YZSC site, and YZSC PC site. At the same time this story which has been adapted in to online games, TV plays created various benefits in the stereoscopic and complex modes c. Intensifying competition on the delivering platform of digital publishing leads to providing intellectual service instead of database marketing.
It was the year when competition on delivering platform of digital publishing is fiercest in 2011: YZSC website was independent from Shanda in February. 360Buy.com launched reading channel and Sohu original readings channel tried to take charge for readings in March; Taohua.com, the section of TaoBao.com published digital magazine in April; Baidu Reading launched in September; library of Suning purchase began its business and Joyo changed the name as Amazon.cn in October; Dangdang.com initialed E-books selling in December, etc. The new construction and extension of digital publishing platform and traditional publishing houses occurred at the same time.
With the emerging in large numbers of new digital publishing platform, the original platforms are intensifying service upgrading. Some platforms which started earlier are not satisfied with simple database marketing, like Wanfang Data which changed its title as “knowledge service platform” while CNKI provided a whole industrial chains of comprehensive platform with a low demand for publishers at high efficient intensification of digital publishing environment and dependable publishing platform where participants could realize self-publishing for each user who could find their own service and enjoy it. The platform covered all the information of publishing houses and service providers for the service agency and readers and set up a whole industrial organization which connected with upstream resources and downstream resources for the purpose of optimizing benefit distribution of every party.
d. Continuous developing channels of communication of digital publishing from internet communication into coexistence of multilevel stereoscopic channels
As the traditional distribution channel of digital publishing, internet and mobile internet need to be improved. New channels of satellite and cable television play important roles in narrowing the differences of knowledge acquiring between urban and rural and universal digital readings nationwide. In addition, the development of E-reading boards and digital libraries in the community create new publishing channel, leading popularity of whole people reading.
In August, 2011, “China DBStar Co., Ltd.” invested by China Satellite Communications Corporation and two large state-owned enterprises, has changed the name as “Aerospace Digital Communication Co, Ltd.” Within five arrears in China, there are more than 6,000 domestic consumers and 3,000 pilot projects which are developed for 10,000 business users. There are two main ways to present the digital readings in different blocks: one is to establish E-reading machine in the communities, the other way is to set up digital library. Citizens browse news and videos and read E-books, E-journals and other content by digital platforms.
e. Technology upgrading of digital publishing and rapid development of processing and transition of digital contents and cloud technology
In August, 2001, Chinese largest digital publishing cloud computing center — Tianjin National Digital Publishing Base Could Computing Center launched business online. Many enterprises provided various solutions for cloud publishing. CNKI invested 50 million RMB in building cloud publishing platform around the concept of “Cloud publishing + Cloud figure”; Founder Group provided the role definition in cloud time: one is to be a provider for whole solutions in could time; the other is to the one for special fields of cloud platform
MPR technology combined with multi-media digital technology and paper printing publications was applied rapidly and widely last year. Many traditional presses has developed MPR publications successfully like People’s Education Press, China Publishing Group, Nanfang Media, Yunnan Education Press, Shaanxi Publishing Group, etc,.
With the popularity of E-readers, smart-phones, tablet computer and other portable terminals, digital products are equipped with handheld terminal as convenient as paper media. Variety of terminals pushed forwards to the development of transition technology in crossing platforms, such as reading software of E-book solution from Founder, supporting operation on PC Reading, handheld reading, palm computer and windows; operations on Wolf , Linux, and Windows CE on palm computer from JinKe.
f. Combination of measures pulled together on the digital copyright protection
Legal and administrative protections were further increased. In March, 2011, Opinions on Issues Concerning Laws Applied to Criminal Cases on Infringing upon Intellectual Property issued by the Supreme People’s Court, the Supreme People’s Procuratorate and the Ministry of Public Security explicitly states the identification of infringing upon intellectual property for the purpose of seeking profits and the standard of conviction and punishment on accessing by the internet of the contents which involving in infringement, publishing the convicting and sentencing guideline.
The social protection made great contribution to the industry. Some public organization, rights organization like Copyright Society of China, China Written Workshop Copyright Society, Chinese All Union of Anti-piracy ,played significant roles in the judicial protection and assistant to administrative department. In March, 2011, Jia Pingao, Hanhan and 50 writers released in public Chinese Writers Denouncing Baidu , appealing on Baidu to stop infringing act, while, the Record Committee of CHINA AUDIO-VIDEO ASSOCIATION joint the activity, expressing their support to the literary circle. In October, 2011, Writers Rights Union filed a lawsuit against Apple Inc. for infringement intellectual property of Chinese writers on APP store selling works which are almost all piracy. In August, 2011, Internet Society of China issued the Self-discipline Convention of Online Software Service of terminals , which is beneficial to service specification on the internet terminal software service and improvement of healthy development in internet industry. Technology protection has been strengthened. Digital technology protection is the best and the most direct way to protect copyright. In 2011 the technology protection involved in “One project, two types of technology” which meant DRM, EPUB in the research and development on the technology protection for digital copyright
3. Problems in the digital publishing industry
It is inseparable with technological innovation that digital publishing industry developed rapidly in China, such as E-paper technology of E-ink which promoted the upgrading of E-readers and the direct development of E-books; touchscreen technology which redesigned the operating experience and contributed to tablet PC; the open system of Android, APP STORE application platform which led various inventions of intellectual phones, widening the space for value added service of mobile phone.
On the aspect of research on digital technology, there are two problems facing China: one is the inadequate on core technology research which is the way to directly improve the innovation in digital publishing industry but hardly to see in China. The inadequate will lead harmful competition due to imitation service in various sections in the industry and coessential appearance in terminal products, the contents, platform constructions and so on are serious. The other side, commercialized applications are inadequate. How to lead consumption experience with commercial value products with top technology is one of main courses for China digital industry to carefully research on.
In addition, the industry chains consisted of writers, presses, technology providers, platform providers, Telecom and Mobile operator has been in imbalance state of development, where the channel providers and technology providers are much over-controlling on the writers and content providers who are lack of right to speak and the market dominant. It has not been solved problems of cheaply using content, profit distribution unevenness, and absence of supervision from third party, etc.The situation of the dominants bullying on the subordinate partners has not been effectively solved. At the same time, the imbalance situation reduces the positivity and confidence for traditional press entering into digital publishing area while those who carry on independent digital publishing have to face capital and talent shortage.
Then, Chinese digital publishing market is now staying in the diffuse competition stage of development. The amounts of enterprises in digital publishing market are huge but lack of outstanding ones. For example of digital publishing platform, ever though there are various platforms, the sales volume of digital publishing products for most of them in China still lies in low share and low occupancy. 4. Future development tendency of digital publishing
a. Rapid growth of E-books
In the end of 2011, China largest online book sales platform, Dangdang.com changed free sample chapters of E-books into online sale platform. Besides, 360Buy, Amazon.cn, and Shanda literature has been exploring the E-books sales on the network. The delivering platform and publishing units shall join in together to improve the E-books industry maintaining the fast development. It shall be continuously researching on the profit sharing, price fixing, E-readers, seamless link with entity content, and convenient download and payment experience, etc. With the persistent overheating of E-books industry, those matched with background information and audio/video documents grow with the trend. Then reading is not only reading a book, but also a kind of interactive and immersing experience.
b. 4G technology boosts mobile internet to a new level.
Digital publishing needs to improve the customer experience and provide further development and promotion with high speed of network. It is said that, the bandwidth decides the progress of mobile internet transition. China Mobile announced that they would realize construct 4G network step by step in 7 cities and the first pilot city began in March in Hangzhou, Zhejiang.
In 4G time, wireless network will be as convenient as the wire internet. Further more, the particular handy property of mobile communication take the absolute advantage against PC computers which are facing the great challenge from mobile internet. It is mobile internet leading the trend of digital publishing in the future.
5. New technique brings new application.
It is believed that the relevant main display technique of digital publishing will make great improvement soon: the one is electronic ink display which is applied in electronic paper display area where the color technique will make progress; the second is liquid crystal display which is lightening the load with low consumption and quick response with accuracy reaching the standard of printing; the third is glasses-free 3D technology which will start a new era of games, videos, designs and film industry.
While, the promotion of cloud service will boost digital publishing through three aspects: firstly, to establish the cooperative union with publishing industry and unify the standard with improvement of distribution of industry chains and optimizing and high efficiency of resources, providing better service. Secondly, the construction of cloud computing platform in digital publishing which integrates the informatization of culture and applications in a effective, flexible and opened way. Thirdly, connection with base installation service provider, platform provider, utility software providers, terminal equipment providers, content providers, system integrator, customers and inspectors in cloud ecosystem, promoting the technical and informatization level.
Digital terminals will become more “smart”, following the trend of mixture of internet and multiple functions. Intellectual mobile phones, tablet computers and intellectual televisions are best examples. In the rapid progress of integration of three networks and the promotion of 4G, TVs, PCs and mobile phones shall achieve interactive contents and functions and the integrated terminals shall realize video phone, video on demand, mobile purchasing, E-books, audio books and other fictions. However, it is integration instead of displacing and it is a digital time when individuation and diversity shall be respected so that the traditional media and new media will coexist and promote common development for a long time.
1. Strong Trend of Digital Publishing Industry Development
In 2011, digital publishing remained on a strong upward trend, annual revenue having reached to 137.788 billion RMB. Compared with 2010, overall revenue has increased by 31%. The total revenue included 934 million RMB from journals on the internet, 1.65 billion RMB of E-books and E-readers, 1.2 billion RMB of digital news (not including mobile news), mobile publishing (ringtones, mobile games, etc.), 4.285 billion RMB from online games and 5.129 billion RMB from internet advertising. In the past year, it has been high speed growth in digital news, e-books and journals on the internet, risen by an average of more than 25%.
From the following form, we can figure out that the overall revenue in 2011 in online journals, E-books and digital news reached to 2,834 million RMB, accounting for 2.06%. It suggested that simple digital reproductions from paper publications lack of originality are difficult to establish foothold in the market. 35.734 billion RMB from mobile publications and 42.85 billion RMB from online games respectively took up 26.66% and 31.10%, which demonstrated mobile publications and online games were the major force of contribution to the revenue in the digital publishing industry, which meant entertaining products dominated in a large proportion in the digital publishing.
2. Situation Analysis of Digital Publishing Industry
China digital publishing was launched in 2005. With rapid development of seven years, it is the time upgrade the way of innovation. Under the support of the competent department of government, the industrial chains including content providing, platform construction, channel development, technology research and terminal production shall achieve further development in this year
a. The competent department of government shall positively deploy to promote the development of digital publishing.
The General Administration of Press and Publication of China carried on careful research on the three aspects of industrial base, platform construction and online publishing service, drafting the relevant management measures and guiding opinion. Three policies are expected to be published recently on the purpose of not only the establishment of laws and statutes but also pointing out the direction of future development in the digital publishing platform and online publishing. At present, the basic layout of china digital publishing base construction is achieved. The space distributions are developed from one area to multi-area, from a single city extended to multiple cities. Such as the base in Hangzhou which sets up a mode of “one city radiating multiple areas”, the center in Jiangsu “radiating multiple areas of the province”, the extension park in Zhangjiang in Shanghai “radiating the whole city”, the base in Xian in Shaanxi radiating the whole central plains including Henan and northwest part of China, it appears the trends of diversity of space distributions. Now, it takes more practical measures to realize phased transition process of the development of variation and characteristics. All of them like games, finance and super-count service in Zhangjiang in Shanghai, the cloud computing technology service in Tianjin and Chongqing, mobile readings and online games and animations in Hangzhou, digital education (E-schoolbag) and E-books highlight their respectively distinguishing features and lay the foundation of differentiated development and total output of some of these bases grow over ten billion RMB.
b. With further content processing, it is changing the simple digital reproductions from paper publications into customization and development of multiple terminal utilizations
Lack of critical contents in digital publishing products has been plagued the development of digital publishing. Even though there are huge amount of resources in the traditional publisher. However it is difficult to transfer these resources into digital products adapted for digital terminals to present and make profits. On the fourth Digital Content Expo in July, 2011, the digital department of Guangdong Publishing Group introduced: It was less than a thousand of resources which can be operated on the mobile platform among over twenty thousand of publications while the maximum of transformation of resources was not exceeding by 30% among ten thousand books.
The rate of utilization of traditional resources digitalization is very low, which is a common phenomenon at present. Main reasons lie in the inadequate recognition on the characteristics of new media, the incapable response to user requirements and the misunderstanding of market demands of products selecting and processing.
In 2011, the content providers of digital publishing carried on the content development on the multiple platforms and terminals, having realized the transition from a paper book to perform on E-reader, PC, TablePC and mobile phone. In 2011, “Fighting in the vault of heaven” the online serial story with high clicking rate of Shanda literature has been developed on Android client, iPhone client and mobile phone wap website, Bambook YZSC site, and YZSC PC site. At the same time this story which has been adapted in to online games, TV plays created various benefits in the stereoscopic and complex modes c. Intensifying competition on the delivering platform of digital publishing leads to providing intellectual service instead of database marketing.
It was the year when competition on delivering platform of digital publishing is fiercest in 2011: YZSC website was independent from Shanda in February. 360Buy.com launched reading channel and Sohu original readings channel tried to take charge for readings in March; Taohua.com, the section of TaoBao.com published digital magazine in April; Baidu Reading launched in September; library of Suning purchase began its business and Joyo changed the name as Amazon.cn in October; Dangdang.com initialed E-books selling in December, etc. The new construction and extension of digital publishing platform and traditional publishing houses occurred at the same time.
With the emerging in large numbers of new digital publishing platform, the original platforms are intensifying service upgrading. Some platforms which started earlier are not satisfied with simple database marketing, like Wanfang Data which changed its title as “knowledge service platform” while CNKI provided a whole industrial chains of comprehensive platform with a low demand for publishers at high efficient intensification of digital publishing environment and dependable publishing platform where participants could realize self-publishing for each user who could find their own service and enjoy it. The platform covered all the information of publishing houses and service providers for the service agency and readers and set up a whole industrial organization which connected with upstream resources and downstream resources for the purpose of optimizing benefit distribution of every party.
d. Continuous developing channels of communication of digital publishing from internet communication into coexistence of multilevel stereoscopic channels
As the traditional distribution channel of digital publishing, internet and mobile internet need to be improved. New channels of satellite and cable television play important roles in narrowing the differences of knowledge acquiring between urban and rural and universal digital readings nationwide. In addition, the development of E-reading boards and digital libraries in the community create new publishing channel, leading popularity of whole people reading.
In August, 2011, “China DBStar Co., Ltd.” invested by China Satellite Communications Corporation and two large state-owned enterprises, has changed the name as “Aerospace Digital Communication Co, Ltd.” Within five arrears in China, there are more than 6,000 domestic consumers and 3,000 pilot projects which are developed for 10,000 business users. There are two main ways to present the digital readings in different blocks: one is to establish E-reading machine in the communities, the other way is to set up digital library. Citizens browse news and videos and read E-books, E-journals and other content by digital platforms.
e. Technology upgrading of digital publishing and rapid development of processing and transition of digital contents and cloud technology
In August, 2001, Chinese largest digital publishing cloud computing center — Tianjin National Digital Publishing Base Could Computing Center launched business online. Many enterprises provided various solutions for cloud publishing. CNKI invested 50 million RMB in building cloud publishing platform around the concept of “Cloud publishing + Cloud figure”; Founder Group provided the role definition in cloud time: one is to be a provider for whole solutions in could time; the other is to the one for special fields of cloud platform
MPR technology combined with multi-media digital technology and paper printing publications was applied rapidly and widely last year. Many traditional presses has developed MPR publications successfully like People’s Education Press, China Publishing Group, Nanfang Media, Yunnan Education Press, Shaanxi Publishing Group, etc,.
With the popularity of E-readers, smart-phones, tablet computer and other portable terminals, digital products are equipped with handheld terminal as convenient as paper media. Variety of terminals pushed forwards to the development of transition technology in crossing platforms, such as reading software of E-book solution from Founder, supporting operation on PC Reading, handheld reading, palm computer and windows; operations on Wolf , Linux, and Windows CE on palm computer from JinKe.
f. Combination of measures pulled together on the digital copyright protection
Legal and administrative protections were further increased. In March, 2011, Opinions on Issues Concerning Laws Applied to Criminal Cases on Infringing upon Intellectual Property issued by the Supreme People’s Court, the Supreme People’s Procuratorate and the Ministry of Public Security explicitly states the identification of infringing upon intellectual property for the purpose of seeking profits and the standard of conviction and punishment on accessing by the internet of the contents which involving in infringement, publishing the convicting and sentencing guideline.
The social protection made great contribution to the industry. Some public organization, rights organization like Copyright Society of China, China Written Workshop Copyright Society, Chinese All Union of Anti-piracy ,played significant roles in the judicial protection and assistant to administrative department. In March, 2011, Jia Pingao, Hanhan and 50 writers released in public Chinese Writers Denouncing Baidu , appealing on Baidu to stop infringing act, while, the Record Committee of CHINA AUDIO-VIDEO ASSOCIATION joint the activity, expressing their support to the literary circle. In October, 2011, Writers Rights Union filed a lawsuit against Apple Inc. for infringement intellectual property of Chinese writers on APP store selling works which are almost all piracy. In August, 2011, Internet Society of China issued the Self-discipline Convention of Online Software Service of terminals , which is beneficial to service specification on the internet terminal software service and improvement of healthy development in internet industry. Technology protection has been strengthened. Digital technology protection is the best and the most direct way to protect copyright. In 2011 the technology protection involved in “One project, two types of technology” which meant DRM, EPUB in the research and development on the technology protection for digital copyright
3. Problems in the digital publishing industry
It is inseparable with technological innovation that digital publishing industry developed rapidly in China, such as E-paper technology of E-ink which promoted the upgrading of E-readers and the direct development of E-books; touchscreen technology which redesigned the operating experience and contributed to tablet PC; the open system of Android, APP STORE application platform which led various inventions of intellectual phones, widening the space for value added service of mobile phone.
On the aspect of research on digital technology, there are two problems facing China: one is the inadequate on core technology research which is the way to directly improve the innovation in digital publishing industry but hardly to see in China. The inadequate will lead harmful competition due to imitation service in various sections in the industry and coessential appearance in terminal products, the contents, platform constructions and so on are serious. The other side, commercialized applications are inadequate. How to lead consumption experience with commercial value products with top technology is one of main courses for China digital industry to carefully research on.
In addition, the industry chains consisted of writers, presses, technology providers, platform providers, Telecom and Mobile operator has been in imbalance state of development, where the channel providers and technology providers are much over-controlling on the writers and content providers who are lack of right to speak and the market dominant. It has not been solved problems of cheaply using content, profit distribution unevenness, and absence of supervision from third party, etc.The situation of the dominants bullying on the subordinate partners has not been effectively solved. At the same time, the imbalance situation reduces the positivity and confidence for traditional press entering into digital publishing area while those who carry on independent digital publishing have to face capital and talent shortage.
Then, Chinese digital publishing market is now staying in the diffuse competition stage of development. The amounts of enterprises in digital publishing market are huge but lack of outstanding ones. For example of digital publishing platform, ever though there are various platforms, the sales volume of digital publishing products for most of them in China still lies in low share and low occupancy. 4. Future development tendency of digital publishing
a. Rapid growth of E-books
In the end of 2011, China largest online book sales platform, Dangdang.com changed free sample chapters of E-books into online sale platform. Besides, 360Buy, Amazon.cn, and Shanda literature has been exploring the E-books sales on the network. The delivering platform and publishing units shall join in together to improve the E-books industry maintaining the fast development. It shall be continuously researching on the profit sharing, price fixing, E-readers, seamless link with entity content, and convenient download and payment experience, etc. With the persistent overheating of E-books industry, those matched with background information and audio/video documents grow with the trend. Then reading is not only reading a book, but also a kind of interactive and immersing experience.
b. 4G technology boosts mobile internet to a new level.
Digital publishing needs to improve the customer experience and provide further development and promotion with high speed of network. It is said that, the bandwidth decides the progress of mobile internet transition. China Mobile announced that they would realize construct 4G network step by step in 7 cities and the first pilot city began in March in Hangzhou, Zhejiang.
In 4G time, wireless network will be as convenient as the wire internet. Further more, the particular handy property of mobile communication take the absolute advantage against PC computers which are facing the great challenge from mobile internet. It is mobile internet leading the trend of digital publishing in the future.
5. New technique brings new application.
It is believed that the relevant main display technique of digital publishing will make great improvement soon: the one is electronic ink display which is applied in electronic paper display area where the color technique will make progress; the second is liquid crystal display which is lightening the load with low consumption and quick response with accuracy reaching the standard of printing; the third is glasses-free 3D technology which will start a new era of games, videos, designs and film industry.
While, the promotion of cloud service will boost digital publishing through three aspects: firstly, to establish the cooperative union with publishing industry and unify the standard with improvement of distribution of industry chains and optimizing and high efficiency of resources, providing better service. Secondly, the construction of cloud computing platform in digital publishing which integrates the informatization of culture and applications in a effective, flexible and opened way. Thirdly, connection with base installation service provider, platform provider, utility software providers, terminal equipment providers, content providers, system integrator, customers and inspectors in cloud ecosystem, promoting the technical and informatization level.
Digital terminals will become more “smart”, following the trend of mixture of internet and multiple functions. Intellectual mobile phones, tablet computers and intellectual televisions are best examples. In the rapid progress of integration of three networks and the promotion of 4G, TVs, PCs and mobile phones shall achieve interactive contents and functions and the integrated terminals shall realize video phone, video on demand, mobile purchasing, E-books, audio books and other fictions. However, it is integration instead of displacing and it is a digital time when individuation and diversity shall be respected so that the traditional media and new media will coexist and promote common development for a long time.