Paileyun and livecloud jointly set sail to sea and held an online open class activity of “audio and video new outlet to sea phase 02” on the evening of March 30, focusing on the current hot audio and video social app to sea track.
In this open online sailing class, two social sailing experts, COO sandy of live fun group and ark, chief audio expert of paileyun pano, provided us with information on the product topics such as “accurately grasping the needs of overseas users and creating an immersive experience of products”, including the selection of sailing audio and video tracks and market positioning Share the difficulties and solutions of audio and video technology.
The following is the dry goods sorted out according to the sharing of the two guests:
Live fun group coo Sandy: track selection and positioning strategy of social products at sea
Since its establishment in October 2019, fun live group and other short live broadcast products have been developed in Southeast Asia, including show group and fun live group, which have been broadcast live to strangers in Europe and America for nearly 4 years.
Members of the team come from Silicon Valley, Hong Kong, China and major domestic manufacturers. They are familiar with the growth of users in overseas markets. They once obtained one million users in the Philippines at zero cost a month. Live fun group coo sandy from “how big is the overseas social market? Are there any opportunities now? What needs to be prepared?” Starting with these three questions, I shared the overseas social products, how to choose the track and product positioning.
01 how big is the overseas social market?
When you choose the track of social networking at sea, you will first think about the first question: how big is the overseas social market? According to online statistics, there are 1 billion users and 500 million Meijin monthly flow. However, in many social products, there are actually three-party payments that have not been counted. As far as I know, the third-party payment income of some products has reached more than 50%. In this way, the $500 million gold monthly flow definitely underestimates the market.
02 now enter the field, do you still have a chance?
Second question, is there still a chance to enter the field now? I can tell you with great certainty that there is a great opportunity, and the social outlet always exists. Match group was the first overseas to make European and American social products. They started to make online web-based dating platform in 1993. Now they have more than 20 social apps, which can be found in different vertical fields and different playing methods. The main penetration areas of match group are Europe and America, while India, the Middle East and even Africa have yet to be developed.
03 what needs to be prepared?
The third question, if you are really going to do social sailing now, what are you going to do?
Mainly these three points:
1. Product technology. To make a social product, the premise is the technical architecture of the product. For example, the PAAS system of today’s paileyun can quickly create a social product by directly accessing it.
2. Content operations. For example, the anchor needs to handle the content output.
3. Launch. Put it on the market and let users reach your product. Roughly speaking, there are four product forms for the sea social track: show live broadcast, voice room, 1-to-1 video and 1-to-1 voice.
Next, we will talk about the regional market positioning and the characteristics of users in different markets. There are two regions, Europe and the United States and the Middle East.
Four key words in Europe and America, the first open, European and American Internet culture advocates freedom. The second point is that users are more used to being straightforward and understanding what their needs are? So it’s best to let him find what he wants as soon as possible when making this product, that’s right. Third, pay attention to privacy. They prefer anonymous login. Fourth, the willingness to pay is very strong. Basically, we put it down. I have done payment conversion in Europe, America, the Middle East and India. The average payment value is high, and the average payment amount can be as high as $15.
Another Middle East, the Middle East people are undoubtedly very conservative, the Arab region, because they are Muslim countries。 Women wear headscarves when they go to the streets. You can search the words religious police on wechat. Some products have been taken off the shelves and some news.
Then there is very generous payment and generous experience. In the Middle East, they are powerful in a lot of local tyrant fathers, and thousands of local tyrant fathers can raise them. They do voice room, 10000 downloads can achieve a monthly income of 500000 US dollars. Don’t prove it again.
Third, social needs are very strong. It can be seen that yalla will have more social products landing in the Middle East in the next step, such as a 1-to-1 voice product in the bottom right corner of the figure below. Many other manufacturers entering the Middle East are doing chat rooms, and other products can still be imagined.
Therefore, I suggest that when you choose products or countries to do it, if you are Xiaobai, you might as well choose some cheap or easy products to experiment first, survive the products, and then further iterate the products.
After selecting a region, how to localize the product? What are the main aspects of localization?
The first is login, all domestic products are logged in with wechat or mobile phone number. When doing overseas, local login habits need to be considered. They will log in with apple, Facebook, Google, etc. If you are an acquaintance relationship chain, the show live broadcast hopes to introduce more acquaintance relationship chains. You can consider using your own acquaintance relationship chain to introduce. If you do 1-to-1 products, users don’t want others to know. You must consider anonymous login settings.
The second is language, to enter a market, if he makes a product at home, can he directly translate it into English when he goes abroad? I think so. But the problem is that if you enter some small countries, such as Vietnam or Spanish speaking areas, it is recommended that you first consider which market you want to make? Then judge whether it is better to do English directly or localized language.
Another is the content, the most important of these five points. When a user enters your product, he actually prefers to see his own country. If you are a show or a chat room, and the user communication media can’t see the face, it must be language, then the language must communicate with each other. Only when the local anchor provides these contents can users communicate well with the anchor, and you can promote users to be willing to pay and support the anchor. If you are relatively mature in the later stage, you can consider adding different versions and setting up a VIP. For social products or 1-to-1 products, boys are still playful. They still hope that women from multiple countries can choose to chat, make VIP settings, and then choose to chat with other countries.
Next is paymentIn terms of payment, first of all, whether you are apple or Android, they have their own official payment, which basically solves 80% – 90% of the problems. Because many users have the ability to pay, they will bind the store credit card to pay. The reason for joining the tripartite payment is that in some regions, the popularity of users’ credit cards is not high, and they are more used to their own E-wallet. Tripartite payment is excluded by the platform, so when you join tripartite payment, you need to consider the off shelf risk.
The last one is the activityIn fact, in terms of activities, the demand for 1-to-1 products is not very high, but if it is a show or voice room, it can increase user interaction. You can see that the show does some activities on Valentine’s day, Christmas, Easter and other festivals, linkage and organize the anchor to do some thematic activities, so that users can come up and communicate with the anchor. Some activities in the Middle East are like a war. They even link their anchors in more than a dozen countries, and then fight to attract fans from different countries to reward, stimulate users to support their anchors, and finally make profits by the platform itself. After the above points, in fact, we should basically think about what products we want to make and how to prevent or prepare when we go in. But if you can’t solve some problems, you can talk to us. This is also the latest service support provided by our company in addition to products.
Ark, chief audio expert of paile cloud pano: audio and video technology support behind the trend of Pan entertainment going to sea
Ark, the chief expert of paile cloud, mainly talks about the key points and difficulties of audio and video behind pan entertainment products around the underlying technology, as well as how paile cloud empowers entrepreneurs of audio and video social products to help everyone quickly create a low delay, high fluency and high-quality user experience.
Before introducing today’s topic, let me first introduce our company and team. Paileyun is a PAAS platform company that provides audio and video cloud services. We provide end-to-end audio and video cloud services. You may know more about zoom, which was very popular in the global capital market during the epidemic. Our core team is mainly from Cisco WebEx, which has No.1 share of video conference market. It has the same gene as the zoom team. The team brings together top experts in video, audio, network and other fields. Today, I will mainly talk about the audio and video technology support behind the trend of Pan entertainment going to sea. Technology is rather obscure. Let’s cut in from familiar products to talk about the commonalities and technical challenges of audio and video social products.
Thoughts on the opportunity to go to sea behind the clubhouse
First of all, let’s introduce clubhouse. This software is very popular in both the capital market and user popularity. What makes a pure audio social so popular? I have done some sorting and thinking about this and share it with you.
Summarize the two characteristics of overseas online pan entertainment products. The first is simple function, and the second is multi person interaction. As sandy said just now, thousands of overseas 1-to-1 can be found, and there is greater potential for multi person social networking in the future.
Audio and video product innovation and technology breakthrough how can paileyun empower entrepreneurs to go to sea
Next, let’s talk about audio and video technology. This is our own architecture diagram with comprehensive functions and certain representativeness and typicality. First, we have a multi terminal SDK and our media server, which are built together to realize real-time interaction. In addition, we have an intelligent scheduling system for the whole network, which is also the module we need to have to do a good job in the underlying services of audio and video.
After understanding the technical architecture of audio and video, I want to say again that it is very challenging to achieve immersive experience for the underlying technology, both audio and video.
I think there are three important difficulties: first, equipment adaptation, second, the technical challenges of special playing methods, and third, the complexity of network conditions.
Why do you need mobile phone adaptation?The quality of audio and video, especially audio, has a great relationship with hardware capability. There are great differences between the massive different hardware purchased by different manufacturers and different system layer processing, and the consistent audio and video services we hope to provide users。 For example, the microphone of some mobile phones is very noisy, some speakers are seriously distorted at high volume, and there are some bugs in the pre-processing and post-processing of the system of some mobile phones, the ability is not unified, etc., which are not very good to use.
Let’s talk about the playing scenes of Pan entertainment products, including 1-to-1 video, 1-to-1 voice, show live broadcast and voice chat room. In recent years, many new multiplayer playing methods have been explored in China, such as listening and watching together, online KTV and real-time guessing. In foreign markets, it is also a new round of opportunity worth trying.
There is a threshold for a better audio and video interactive experience in the pan entertainment innovation scene。 Take the online KTV scene as an example. The requirement for delay is very high. Especially when the anchor and the Lianmai chorus sing a song together, the anchor’s voice, background music and the Lianmai chorus’s voice need to be synchronized. In the offline KTV scene, these three sounds are generated and transmitted in the same space, so there is no delay alignment problem. However, the online KTV scene will have the problem of transmission delay. The anchor and the listener do not hear the background sound at the same time. When the anchor hears the listener’s voice, it will always go through an end-to-end delay. In terms of the current equipment and network situation in the industry, it is difficult for RTC to have a unified and perfect solution to the delay in the music scene. At present, everyone has a choice.
Here are two schemes:
- Give up the anchor’s singing scheme to listen to other listeners. After the server or the anchor’s local sound is played, the anchor’s sound and the aligned background music are mixed, and then transmitted to the MC personnel through the network. The MC personnel hear that the anchor and the background music are aligned. The MC personnel’s singing is basically aligned with the anchor and the background music, but the anchor can’t hear the MC, In this way, the experience of the anchor listening to Lianmai is abandoned. When the network delay is large, Lianmai and the audience can still have a good experience.
2. The anchor and the listener sing based on the background music at the same time. After the server downloads the background music, the message communication synchronizes the playing time, which basically ensures that the anchor and the listener hear the background music at the same time. The two sounds are transmitted to the server, then forwarded to the opposite end, and then forwarded to the live streaming server. The benefits of this scheme are:, There is still interaction between the anchor and the listener, and the sound heard by the audience side is basically aligned. The anchor and the listener listen to the sound of the opposite end with a delay. The shorter the RTC delay, the better the experience.
The third pain point is the complexity of network conditions。 Let’s think about how to calculate a good online audio and video experience. I think these three points are key:
First, time delay.When the delay exceeds 300 milliseconds, the human body can perceive it. When the delay exceeds 500 milliseconds, the call is not so smooth, and the sense of interactive distance can be obviously perceived. Second, isn’t itHigh fidelity and clear enoughNo other interference. alsoSmoothness, whether the audio semantics are complete and whether the video is smooth。 If you really want to do a good job of immersive experience, these three points are indispensable.
Under these three premises, we still need to doWeak network optimization, mainly in two aspects:One in the hardware layer and one in the software layerAt the hardware layer, each company has different technologies, and most of them start from infrastructure.
In fact, each software layer also has different strategies, includingForward Error Correction FEC, packet loss retransmission ARQ, redIn addition, paileyun is more focused on coping ideastransmission efficiency 。
Another point I would like to share is that many domestic manufacturers attach great importance to itPacket loss rateYes, but overseas is not. For example, Google webrtc and zoom do not have the ability to handle large packet loss (for example, the packet loss rate is more than 50%), because they do not think there are too many packet loss scenarios online. Many domestic audio and video PAAS manufacturers have made great publicity on the resistance to extremely high packet loss. People at home and abroad think that the goal of network optimization is the same, but people at home and abroad think it is differentAll technical solutions still depend on the end-user experience。
Of course, paileyun also has its own understanding. Anti packet loss itself is not a particularly complex technology, but any anti packet loss technology will have some costs. Based on the comprehensive experience of quality smoothness delay, we also believe that packet loss will be accompanied by a certain bandwidth limitation in the actual scene, Therefore, it is not our goal to only pursue anti packet loss inefficiently and ignore the loss of delay and quality. On the contraryIt is our goal to balance the ultimate transmission efficiency of the three under the unit bandwidth。 Combining domestic and foreign practices with our thinking,The current processing scheme of paile cloud can be compatible with relatively high packet loss. We only use 160kbps audio bandwidth, while the minimum total bandwidth is 60kbps, the audio can still be transmitted normally and smoothly, and the shortest delay can be up to 60ms。
Finally, we have our ownVoice chat demoAnd open source code, our API has more functions, such as ear return, accompaniment, sound change, bel canto, stereo, etc. welcome to our official website for experience. The mission of paile cloud is to build every beautiful interaction on the cloud with our audio and video technology. Thank you!