After the move, what is the next step for bat?

The first time to see Li's real is at the beginning of the 2013 at the Geek Park Innovation Conference, this is his only participation in the media held annual meeting. Baidu transformation just started two years ago, Li said the search is still the portal of mobile Internet, Baidu to do to provide technology and services platform. Two years later, Baidu Mobile traffic beyond the PC marks the success of mobility.

Two years later, Li will meet the 2015 Geek Park, and then talk about mobile transformation, has been a twofold realm.

Not only Baidu, the past two years is the entire desktop internet giant Mobile transformation, mobile app entrepreneurial Army from the entry to the exit of the Key stage. At the Geeks ' conference two years ago, all internet companies were still talking about mobile transitions, snapping Xu Chaojun the idea that the Internet was sunk by the Titanic, where entrepreneurs had to flee.

Now look at bat is a success in mobile, the internet has not been swallowed by the app, still dominated by the desktop giants. But now is not the end, the process of how to move the bat is very different, also means that the future will be the opposite direction.

Baidu Mobile Transformation:

Faith technology, grounding gas and willing to invest

Robin Li, who did not value mobile internet around 2010, thinks the technology is immature. 2012 before and after Baidu as enlightened, began to fully mobile. In addition to 1.9 billion U.S. dollars to buy 91 wireless such a big deal, Baidu moved to impress the movement of people also set up mobile cloud Division, open platform, research and development of more than 10 billion users of the app, investment depth learning, voice image recognition and other new technologies. Now, Baidu in the mobile end has formed a search, map and application distribution of multiple portals, mobile phone Baidu users more than 500 million, mobile traffic ratio beyond the PC, mobile revenue ratio breakthrough 36% leading peers.

At the 2015 Geek Park Conference, Li refined three reasons to summarize the success of Baidu's mobile transformation:

1, faith in technology. Baidu has made a lot of technical input, including some long-term artificial intelligence, in-depth learning, some of which are already in the product. The characteristics of mobile devices bring the application opportunities such as speech recognition to the technology.

2, connect the atmosphere, care about the changes in user needs. It is necessary to understand the technology, both the technology and the ability to use technology, while at the same time can stand in the perspective of a common user.

3. Investment in capital. Baidu's profit margin has fallen from 53% to 29% in the past two years, and the fall in profit margins suggests that Baidu is willing to throw in money and be willing to invest, "don't care what Wall Street looks like" and don't care about stock prices.

Emphasis on technology, the appropriate application of technology to products, willing to technology for the future investment, Baidu Mobile transformation is the core cause of success. The above data shows that Baidu Mobile in the core business mobility, core income mobility and the overall ecological mobility has been successful.

Tencent Mobile Transformation:

Micro-letter into the number one hero, product single point breakthrough

Tencent has not too much emphasis on technology, but also did not invest in deep learning, large data such as the future of the seemingly slightly distant technology, more in thinking about what the user needs now, give what, this is a very typical product manager thinking. With Baidu in the mobile end to create multiple portals, the introduction of several mobile app, in the mobile end of the ecological play different, Tencent Mobile more rely on micro-letter, a lot of "micro-letter in hand, the world I have" boldness. Tencent has been the most talked about in the past two years is the micro-letter, operator fees, micro-letter and hand Q dispute, micro-letter public platform rules adjustment, micro-letter payment and Alipay showdown, Zhangxiaolong ... Repeatedly in the newspapers.

As we all know, micro-letter for Tencent is an unintentional success. Because the original idea of Tencent Mobile is to rely on hand Q and its own MIG (mobile Interconnection business group). Micro-letter to the success of the MiG mission to adjust to the current application of Bao + security + browser business, mobile by the micro-letter responsible, hand Q synergy. The two apps continue to be in the top two mobile apps list, with the most active users and the duration, which means huge mobile business potential, such as mobile gaming, mobile payments, mobile search, or a distribution platform for such businesses as drops.

It is noteworthy that Tencent's core business mobility has been successful, but the core income mobility has not been so smooth. Tencent Q3 mobile game revenue for 2.6 billion yuan, only accounted for the overall game income of 18.67%, and compared to the previous quarter of 400 million yuan decline. The micro-letter is trying to increase revenue mobility recently as it tries new means of liquidity, such as advertising.

Ali Mobile Transition Key reasons:

Was pushed concerned by Tencent, subterfuge

Before the introduction of micro-credit, Ali in the mobile is the natural. No micro-letter such killer products appear, there is no Baidu with technology to seize the intelligent world, on the mobile side continue to do the import of the ambition, but Ali in China, several electric platform Ali Mobile also count has been ahead, the east of Beijing to do worse. However, micro-letter payment came, and micro-letter and Jingdong, comments, drops of the fusion, Ali a bit anxious. This led to the end of 2013, the 2014 climax of the at war.

Ali on the mobile to take a variety of battles: while trying to copy a micro-letter, do contacts, do hand travel, to fire the Antarctic, although Ali CEO Lu later said that this is to confuse Tencent, but do not make excuses or indeed so, outsiders can not know. The other side is quietly through the Resource tilt Guide users to pay treasure wallet and mobile phone Taobao, to promote the core product mobility; and the key point is in the run-up to the listing of the strategic layout of Ali big buy a considerable mobile business, Micro Bo, UC, Gould, MO and so on.

2014 Q3, Ali surrendered a fairly good answer: according to 2014 Q3 earnings, Ali Mobile end of the revenue reached 3.719 billion yuan, the income ratio of 22%. (Baidu is 36%, Tencent is roughly between 15% and 18%)

After the move, what is the next step for bat?

"Ticket" is already an outdated term, the owner of the ticket almost all have already got the ticket, mobile Internet competition is over, bat for the representative of the PC giants have completed the mobile transformation, although everyone's means are different, but the upload has been uploaded, or has now entered the "post-Mobile internet" era of this Shore. " What are we going to compete for in this new era?

1, mobile commercialization into focus, who first breakthrough 50%?

If the proportion of mobile commercialization increases, the overall income does not rise, but the proportion does not make much sense. As the entire mobile internet enters the harvest season in 2015, all players will try their best to achieve commercial goals.

Baidu Mobile Network Alliance, micro-letter advertising system can see the acceleration of the harvest, including Cheetahs, MO, and other "rookie" is also in the way to become present. If PC revenue can be maintained or even grow, the proportion of mobile commercialization is naturally significant. Baidu 36%, Ali 30%, Tencent will be how much? Who breaks 50% first? This is a new aspect.

2, after the migration manifested, long-term career

In the past year, Ali investment action is most frequent, investment acquisition a large number of physical business, logistics, retail, culture, sports, hardware; Baidu also identified the future investment focus on health care, education, tourism and other traditional areas, and will "connect people and services" as a new era of mission. The choice of these two giants reflects the trend of the combination of Internet and traditional industries.

"The Internet is bound to change all industries, and product managers either go left or go right," Li said in an innovation conference. Go left the traditional do deep, to the right to understand what the real needs of this industry, in a new way, the combination of two will change the mainstream industry. "The Internet is being manifested as a way to invest in giant businesses, online products to connect offline services, offline entities to take advantage of Internet technology."

3, after the mobile hardware, everywhere

The only media the Internet used to contact with users was the PC; The mobile internet era began with more mobile phones and tablets. It is the fancy that millet turned out, use the Internet way to do mobile phones, with mobile phones to distribute the Internet business. The value of millet over Jingdong, becoming China's fourth-largest internet giant, illustrates a new trend: the Internet's hardware, or, more fashionable, bits are atomized.

After the phone, everyone realizes that more devices will be sucked into the internet in the future, and that the era of smart homes, Smart cars, smart watches, IoT (Internet of Things) is still coming. Baidu is developing dubike, chopsticks search, unmanned vehicles and other hardware, and set up a ihome, baiduinside intelligent hardware platform, Aliyun has an open platform for things on the internet, Tencent has also invested in smart hardware products such as thump, the future bat will continue to fight in the hardware, the internet wants everywhere.

4, after the mobile intelligent, artificial intelligence will become a hot spot

The mobile internet and the IoT era are accompanied by smart phones and smart hardware. "Intelligence" is people's expectation of the future world. It is a fancy that is the future of this trend, Baidu has invested in artificial intelligence three years ago, especially in depth learning, image recognition, speech recognition and natural language processing these core technologies.

Robin Li believes that with faster and cheaper computing, it can do things that could not have been done, and AI will have exponential growth, and everything is faster than expected. Artificial intelligence to become Baidu, Google and Facebook, such as the importance of technology giants invest heavily in business, Ali and Tencent will follow up, there is no doubt that the next key to the battle is artificial intelligence, but this is not the work, need to enter as soon as possible.

To sum up: bat in the past two years in the mobile Internet transformation has been a great success, Baidu and Ali in the mobile commercialization speed has surpassed Tencent. Success reason Baidu relies on technology, Tencent relies on micro-letter, Ali is a number of dimensions to start. After the move, competition revolves around commercialization, manifestation, hardware, and intelligence, only to be more intense. It can be said that the mobile transformation is not the bat's goal, but a process, the outcome is undecided.

"Weibo: @ Internet Chiu, micro-letter: Luo (luochaotmt)"

(Responsible editor: Mengyishan)