Study On The Homogenization Of Commercial Protal Mobile Phone News Clients

With the influence of Mobile Terminal to our daily life increasing, mobile software achieved better development. In the end of2009, traditional media began to use mobile phone news clients. At the beginning of2010, many web portals launched there own client products too. During the early stage, users increased tremendously.While mobile phone news clients competing for market, they also criticized by users because of homogenization. Users download different kinds of APP, but find them are all similar. It can hardly foster users’ loyalty.In this situation, this article focused on the similarity of mobile phone news clients. Sohu, Tencent and NetEase, those three Media with more than100million users will be the object of study. Finally we get three conclusions from the comparative analysis of’news subject’,’Appearance design’and’position strategic fit’.First, when the information comes from one source, all of the three media, Sohu, Tencent and NetEase, focus on the same subject of hard news, while focus on different subject of soft news. Meantime, the reporting form of these three media shows a degree of differentiation.Second, although the news clients of Sohu, Tencent and NetEase have some differentiation in details, it doesn’t make great influence on the style of APP.Third, the three clients have different position. NetEase positioned on Attitude, Sohu positioned on Platform, while Tencent still haven’t made a clear position.Through the comparison of the three mobile phone news clients, shows the product homogenization phenomenon really exists, how to break the siege in the chaos of the competition, We think that we need to consider three factors:’intelligent’,’quality’and’security’, that is analysing the large data resources, especially data of users’behavior, pushing the customized content and service for user actively; guaranteeing the quality of content, trying to change report style, view and layout, updating the user’s reading experience; facing the privacy security issues, raising the standards of safety, keeping users’benefits will not be violated.As a new form of media, if the mobile phone news client could achieve the three factors above, take the initiative to avoid homogeneity tendency among varieties of products, it will have vast prospects.