Do you think mobile Internet is the Internet?

I would like to solemnly explain that the mobile Internet is definitely not just using mobile phones to surf the internet! I think a lot of people would like to say, I just do a little bit of the Web page, and then meet the phone screen is enough, but this is absolutely not the same two concepts. Because the mobile Internet is a completely new thing, please do not think it and use mobile phone internet is one thing.

Mobile Internet vs Internet

In fact, the internet and mobile Internet is not the same, do not think it is mobile internet, and app is also different from the Web.

Now, in the context of mobile Internet, the application store should have its core position, and we need to upload the application first, then wait for an audit process, for example, when the Apple audit is completed, we will be able to launch the application. So your development cycle arrangement becomes particularly important.

The difference between app and web appears, for example, my website today, may start to change today, the evening can be revised online, but if the application of the problem, even if the right change, but a week after the Apple approval, so this whole week application may be bad. You can also take a special course, for example, Apple gives you two times a year to speed up, but only two times. This for the application of the design of the higher requirements, everyone testing to put forward higher requirements, not to do while the change.

In addition, try to put more things in the background, rather than include everything in the code to audit Apple. No matter what happens, such as the front of the call is my background interface, I changed the background of the interface Apple can not see, found that the background interface wrong I always change. If you write to app, I have to pass it for half a day to change a character.

For users, the need to log into the App Store search or browse the app, in the product positioning above requires that your app must have a more distinct positioning. Be sure to be more clear about what you are.

Also, your app's location in the App Store is more important. Sometimes you need to pay to buy traffic, or pay to buy ads to promote downloads, download more will be in the rankings above the ranks of the rise. This is a virtuous cycle, download large-ranked up-driven download. Therefore, through the marketing of their ranking to lift up the action is operable.

Mobile Internet is a lot of people think is sure to explode, although the various data come out different now. A strong share of the view is that the mobile Internet is definitely not a mobile internet! Many people would like to say, I just do a little bit of the Web page, the phone screen is enough, in fact, this is completely different from the two concepts. Mobile Internet is a completely new thing, we must not think that it and mobile Internet is a thing.

A few features of mobile Internet, anytime, anywhere, it may bring richer application scenarios + more restricted application scenarios; second, IntelliSense will bring richer interactions and more limited traditional interactions; third, identity unification, through the mobile phone can be linked to many different identities, from the identity can be dug value.

Anywhere, the opportunity to move the internet

At any time, there are richer scenarios, such as more fragmented times available to us, and we can use them at the same time, such as "I'm running on the Internet" is difficult, but mobile internet can, many applications can let you simultaneously. Another feature, anytime and anywhere, is that many consumer research and decision-making are pushed back. For example, before going out, I thought about where to go and how to get to the road, but now it's possible to get on the car and turn on the GPS, which pushes the whole point backwards. Locations can be in any location where the environment can be a new environment, or it can be interrupted by a very limited variety of network environments.

More fragments of time. For example, Weibo can use a lot of very fragmented time to use, the work of the debris time of course is to the computer can be used, but in the elevator can also use mobile phone to open the microblogging, the use of the scene has changed, the audience that screen to see fewer people. Or the boring little game in the iphone will also take the time to use debris. There is also an example of Nike, you can take the phone with the body to calculate how far you run, how many friends you run, whether you make progress every day, while running while doing another thing, using a mobile internet function.

Last minute. For example, take our own examples, for example, before going out to look at the map, check the map to write a good turn left turn right, do a study, and then we go out again. But now that we have GPS, we'll go out and have the machine help me with the research and tell me how to get to the front intersection. Hotel Specials Tonight This business model is also in the mobile internet era, where everyone can get information anytime, do not want to plan everything well, the last minute information is there, you can push the decision backwards.

Any place. "Stranger" is a friend of the application of the application of girls. is to see someone nearby who is using the software to chat with him and see people in different places. We found a model company in our office building. This thing is not in the Internet age, this program is called Oh Baba, to find a toilet. Everyone will have this demand, at the sight of this kind of thing will be very direct thought of a certain year to evoke a memory is once on which road is very anxious, this oh baba in the internet age is not exist, but this mobile internet era exists. Another point to tell you, we will feel this discouraged a smile, will download down, that in the mobile internet era has a very sharp point hit someone else, let him to understand, it is easy to understand, download down, and then write down. This is more in line with the characteristics of mobile Internet, rather than that I am a better ctrip, you are the first to reflect who believe you, do not believe you. The second, I already have ctrip, I will not use you, but if you say a very strange thing, such as Oh Baba, it will be downloaded, so you become thin enough to cut in.

On the road. Just said is the application of the time, this is to say the location of the application. The location of the application may be on the road to check the map, such as Google Maps, but also may stroll in the mall, to know my shop on several floors. There is also a public comment, to a place, I want to choose what kind of food, this dish is what taste. I am a public comment on the moderate users, I will read the public comments, will not look at the menu. This is also rare in the traditional internet. We traditionally meet at a restaurant but the public comments will be refined to the food, this is also in the mobile internet era just appear, and will slowly put it more forward, we will be about in which business circle, such as in Zhongshan Shop, and then open the public comment on the selection of a shop.

May be on the road, also may be in the merchant. In the merchant's words it means that he has more information about the consumption decision that can be entered into this. Can affect more consumption, for example, I check the software, directly scan the bar code to tell you in Jingdong, a shop to sell how much money. Can be in a friend's home also can be in the merchant, can complete this parity, in fact, Amazon also has similar tools.

Restricted environment. Just to say rich, the application of the scene more than before, new application scenarios appear. The next thing to say is that there are still a lot of restrictions, such as the possibility of using it in the car at night, the screen is very bright may interfere with the driver, so some software is very intimate with the pattern of the night.

Like the public reviews can shoot down the dishes and then upload the pictures of the dishes, but many Chinese use the mobile network, the network is too slow, the second, the data is very expensive, so will design a small function, this function is entirely for mobile internet design, click Upload is not true upload, and so you access the wireless network will be uploaded to you, It won't cost you money. This is the Forbidden City Touch, the guide is very good, everyone out to play will use touch. It was found to be an iphone app that uses a map to zoom in, zoom out, and use a finger. But you will find that there are two buttons below, one is to enlarge the key one is to reduce the key, you do not know that the iphone has zoom Out button? In fact, they have done the user's observation, found that most of the users when traveling, for example, in the Forbidden City stroll, always holding water, umbrellas, cameras, At the same time can both hands to apply the mobile phone, in the limited application scenario, they arranged such a button, in fact, is very intimate design. So on the one hand our application scene becomes more, on the other hand the application scene may add many new unexpected limits, we may help the user to consider.

Smart-sensing, mobile devices are smart

Mobile internet devices are actually much smarter than traditional devices, ears. For example, it knows where he is, can see things, can hear, and can feel vibrations. And now the newer technology is the equipment can feel the temperature, smell, touch feeling, in short, mobile internet final device will be more intelligent than our traditional PC, we can use these advantages to develop some custom things.

But in another respect, mobile Internet devices are more restricted, for example, the most common traditional interaction is screen output, but in the context of mobile Internet, consider how to display things on a small screen, how to avoid conflicts, not to heap information together, so that consumers can not see.

At the same time, the keyboard is very weak, consider do not expect users to enter a large paragraph of text. If you need a sense of location, which direction you're in, it will tell you what kind of shop it is, how far it is, what square or what it is, what the store is like, what the restaurant is, and what it is, and then the ratings. Tell you how much this product sells on Amazon; for example, the business card almighty King, I usually use this thing, take off the business card to the business card inside of all the things entered into the address book inside; for example, Shazam, you hear a song very good, the software open, and then help you find this song is what. In traditional view, we design something, often think of input a paragraph, and then see a piece of things on the screen, in fact, the mobile internet more than more likely, do not put all the ideas in our input is a phrase.

Siri is a good example, Chenhao has a campaign to leave the phone in the venue, a worker picked up the phone, but he did not know whose cell phone. This person did a very magical thing, shouted at the mobile phone, "What is my Name", the mobile phone will automatically Chenhao cheese mobile phone number out. Then the staff of the microblogging, said "your phone in my hand", this thing is really amazing.

Another example, "Shake", see also with you boring people in a shake, will catch two words. Another application is Ouo, an interactive approach that is extremely boring because of the presence of the touchscreen.

One of the things we've talked about here is the scenario: richer, more restrictive, and interactive: smarter, but more limited in terms of traditional interactions.

Identity unification, business value series

We find that mobile internet will bind a lot of identities. Maybe in your microblog account, you'll write about what company I am, through the membership card and you can know your trading identity, at the same time the binding of Alipay, bank cards, mobile phones, which also have identity, the various identities are known, if these identities in tandem with each other, it will produce huge commercial value.

In addition to the identity of the united, we can do continuous monitoring. If you are doing e-commerce, we know that we can monitor when users have visited our website, when the last time, but if the user to use 360, and then empty all the records and then do not log on, it is not clear this time and last came to the same person, I do not login and I do not keep records, So it's never clear whether it's the same person.

This is a little better in mobile internet because it can be monitored continuously, and can be identified by a device number. Mobile Internet can monitor the last time to come is not the same person, but also can direct, active contact with him.

What does marketing do?

We do the purpose of marketing, is nothing more than visibility, access to users, maintenance users to do the spread.

Visibility, we mainly do is the PR and market cooperation, PR is constantly with the media, reporters tell stories, naturally there will be some attention, on the one hand to maintain relations, on the one hand to tell the story good enough, if the story is not good enough to spend money.

Access to users, we mainly use advertising, microblogging, MMS and market cooperation. There are many kinds of ads, such as Weibo to buy a large forward ads, we found that the effect is more general. Microblogging you can do some of your own, you can find a large forwarding. Look for forwarding do not read the number of comments, more importantly, look at the two dimensions, one is the credibility, the second is to see his user degree and your user matching degree. For example, choose between the Wall Street Journal and the cold joke picks, the Wall Street Journal said we, the user will feel that we are very credible, each forwarding value will be higher, I will see how much credibility he brings me; second, user matching, such as "cold joke picks" and "iphone software Recommendation", I recommend it with the iphone software, because the people who focus on him are the people who use the iphone.

About KPI Assessment, we are now mainly used to cover the number as a visibility of the KPI, you can use Baidu Index, micro-Bertie and quantity to do KPI, we now even a bit about how much of their coverage of the media, relatively simple, because few people. and access to users, you can use the number of downloads as a measure of indicators, you can use the number of new visitors as this indicator, but we recommend that you do not use the number of downloads as their own assessment indicators, because this is too unreal. You can use the number of new visitors, you can see how many people visit us today, how many people have never visited. We adopt a more rigorous approach, because our software requires everyone to verify that your phone number is true, so we look at the number of phone verification.

Maintenance, we have tried the next single customer will call a return visit, we will have their own CRM customer relationship maintenance, such as send him some coupons.

We have statistics 30 days ago the user in this 30 days to open our ratio, this phased look, for example, will look at September registered users, February how much he came back, October registered users in February how much back to see how many new users each month to the loss of how much.

This thing on the one hand to see the user churn rate, on the other hand more accurate measurement of your marketing results. For example, I went to a forum to do an activity brought 10,000 downloads, but I after three months I see 10,000 people are not down. Another forum cost a piece of money, brought 1000 new users, but last month came back, this actually user value is completely different, must be stretched to monitor and evaluate the whole effect of the timeline.

The method we use now will be a little more crude, and everyday we will look at the number of independent visitors daily, to judge how well we are doing. But because the marketing can bring a lot of new independent visitors, we do not look at all, only to see the old independent visitors.

On the proliferation front, we encourage users to tweet, recommend friends, etcetera. But in short, we're not doing very well. We have used some methods, such as the use of micro-blogging to create good content, February 14, we have made a cartoon, was forwarded thousands of times. The comic is not visible at all. And also is not our official micro-hair, content is about Valentine's Day 2B Youth literature Youth and so on with some what, in doing something, very spoof, take us in the middle, although very not obvious, but actually produced a few downloads, is to use good content to drive the user to spread this thing.

In terms of continuous optimization, any marketing approach to the mobile Internet is the same as the Internet. You need to make a plan to decide exactly what to do, and then have an estimate of what effect this activity can have--I can allow the estimate to be a blind guess, and guess enough refinement is OK.

Then the implementation of this activity, and then monitoring, we will put forward a lot of speculation, such as the activity is not good enough, creativity is not good enough, the amount of the media is false, the next time guess will be more accurate. If it is difficult to guess a large number every time, the next one is a wild guess. After analysis, finally to optimize the next time what to do, step by step groping.