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People's Daily Online>>Opinion

New media outlook in 2012

By Xie Wen (People's Daily)

08:12, January 19, 2012

Edited and Translated by People's Daily Online

For the global Internet industry, the year of 2012 will be an exciting year. Apple Inc. will launch a series of new products, including the iPhone 5, iPad 3 and ITV. Facebook will make a decisive progress by launching its revolutionary Web2.0. Google and Amazon will also take some innovative actions.

Maybe 2012 will be the year when new media launches general offensive on traditional media. Traditional media including television probably will have to meet a historical turning point in various aspects such as the power of discourse, influence, profitability and growth rate.

In 2012, China's Internet industry will still be as prosperous as before and the E-commerce and mobile phone application and entertainment will still retain its popularity. However, it will be hard to see some significant innovations in China in the year.

Microblog had attracted great attention in 2011. However, without in-depth innovations and developments, it will not be able to maintain its social influence and potential commercial value in 2012.

As the network terminals, mobile phone and tablet PC have won a decisive war, but the Internet industry may turn television into another network terminal and the TV service may be replaced by the network video service, which has higher commercial value and market potential.

The efforts made by Google, Microsoft and Apple in past years may take preliminary effects in the year too. Traditional TV enterprises will also concentrate their attention to deal with the challenge. Of course, consumers will finally benefit from it.

For many renowned Chinese Internet companies, the year of 2012 will not be an easy year. Baidu.com will maintain a relatively high growth rate while many other renowned companies will have medium growth rates (30 percent to 40 percent) or low growth rates (10 percent to 20 percent) in various aspects including fewer users, less market share, lower income and profit. And they will also face the serious challenge of re-building the core competitiveness.

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