Four dimensions analysis of mobile internet entrance pattern

"Entrance" is probably the internet is never open the mode and topic. Although the mobile era to the king of the app, but from the hardware, systems, applications, content and other aspects of the entrance layout of the Internet era has basically continued the pattern and gradually mature, this is a how the pattern? Will it change?

"Entrance" is probably the internet is never open the mode and topic. A simple look at the entrance is the way you most often look for information and solve problems. Search engines, for example, are the largest portals of the internet, followed by browsers and Web site navigation.

In the mobile era, although the concept of app for Wang is deeply rooted, traditional internet thinking has not changed, content level, search, browser still play an important role, mobile characteristics of the birth of maps, applications stores and advertising alliances and other emerging players have become the entrance distribution, and of course, the system constraints. In addition, the new form of access directly to the app itself is also forming, and the whole ecology is evolving gradually in the rapid development.

Borrowing the definition of Dcci, the so-called "mobile Internet portal" is the first stop for users to access the mobile Internet, the first point of contact through the mobile network to obtain information and solve problems. Starting from this concept, according to the above logic, we divide the portal of mobile Internet into four dimensions: System layer, content layer, flow layer and application tool layer. In addition, through the software and cloud services, to create a "hardware + Software + Content services" Integrated closed-loop business Operation model, Amazon, Microsoft, millet and so on are learning this model.

From these dimensions, the basic can outline a mobile internet future world.

System layer: Giants hard to shake, Rom break the world

The market at this level is theoretically the furthest away from domestic players, and the rivalry between Android and iOS, Windows Phone, and BlackBerry is hard to change in the short term. The patterns and changes in this area are happening anytime soon, such as the Firefox OS and Ubuntu touch that MWC in the recent Mobile World Conference in Barcelona, which is a variable in support of the HTML5-mode web App system.

Nevertheless, the competition in this field is basically focused on the international giants, domestic players are difficult to grasp the right to speak, but because Android itself based on Linux, the open source features, based on the support of the underlying Android to experience and functional improvement, become a proven approach. Developing your own custom OS can bundle excellent service to more opportunities for China Mobile internet players, you can see whether it is Baidu, Ali and other giants or start-ups in Android to move knives, the formation of their own ROM even "new system", after all, as long as you can provide a better experience to attract users. In the 2012, internet companies have been in the field of mobile phone boom, often from ROM to start.

For example, Baidu Cloud ROM based on the Android 4.0 version of Baidu Deep Custom development of the mobile phone operating system. Depth optimization of the address book, calls, SMS and other modules, integrated intelligent voice Search, Word search and other mobile search methods, increased such as network disk, information synchronization and other personalized cloud applications, enhanced such as cloud protection, transmission encryption, such as security protection. The Aliyun OS is an operating system that integrates cloud data storage, cloud computing services and cloud operating systems. In addition to the controversial "proprietary design Architecture", the Aliyun OS provides strong support for cloud service capabilities and virtual machine compatibility. In addition to dim sum, le Frog, Shanda's music and even Luo and other Third-party team developed the different ROM products, are based on the Android system development, and add a lot of homemade source code, to optimize many functions, provide a different control experience.

At the same time, Lenovo, Millet, Huawei, the charm and other mobile phone manufacturers on the basis of Android in-depth customization of their own smart phone adapter system. And since these ROM systems usually take a lot of general-purpose apps, they become a natural gateway and a focus of attention, such as the Le Frog team, which has a huge strategic investment from Tencent.

Of course, this level of entrance on the value of distance from consumers, more as a system experience and app marketing channels to achieve value, and formed a relatively mature industrial chain, is still a very important link in the era of mobile interconnection.

Content layer: Copy the Internet, the kid is difficult to master

Because of the "fragmented" representation of mobile apps, mobile browsers are not as glamorous as Internet browsers. Each application is doing its own stand-alone app, a feature that allows users to do something with a dedicated app, just click and no search.

But the internet is the birth of a mass of content, and still occupy the mainstream of the network. Access to this content on the mobile side is becoming a rigid requirement, so browsers and search are still of great value in all sorts of apps, and while it's hard to reach their height in the Internet PC market, browsers that are worth the value of the portal are still strategically important, So UCWeb rapid development and expansion, Tencent, Baidu also in this battlefield pitched more than. Without it, the platform features enable mobile browsers to continue to become a huge gold-absorbing, many games, applications, etc. can revolve around it.

In addition, with the HTML5 technology and market maturing, Web app is becoming more and more important, this is a completely subversion of the current "island" mode caused by the fragmentation of the problem of new technologies. At that time, mobile browsers will assume an important role at the system level. However, the current trend remains to be seen, in addition to the standard set, so far the performance of Web apps in mobile devices is still difficult to match the native app experience, the biggest problem.

With the popularization and deepening of the mobile internet market, it is bound to cause information overload, also has the objective demand of the search. Dcci Research found that mobile internet users are increasingly demanding mobile search, and mobile search is in the mobile Internet with a large proportion of WAP traffic still maintain a high rate of growth in the field. With the gradual fading of WAP, this market will enter the acceleration period. And in the mobile search pattern is still Baidu, Google and other traditional search engines accounted for the big head, appropriate search and other small and medium-sized companies are not prominent position, and vertical mobile search market space has yet to be released.

In a comprehensive way, the state and pattern of the whole market in addition to the emergence of the browser market UC gifted as the "new giants", but still the internet era of the Giants, emerging enterprises difficult to emerge.

Circulation layer: The store does not give force, the advertisement is still doubtful

We call the application store and application search, application recommendation, advertising Alliance and other mobile internet age to promote and discover the essential ways and channels of the app called "Flow layer."

App is an important link with mobile Internet and intelligent terminal. With the rapid popularity of the app, there are various forms of Third-party app stores or application recommendations, which are available to users as an important portal for mobile Internet. However, China's application store market in the process of development, due to the low threshold of access, cohabitation inevitable.

At present the domestic big and small application store market to have hundreds of homes, is still in a wave of sand stage. 91, Jifeng, Android Market, and several on the scale of the market is also facing a lot of problems-due to fragmentation and early extensive operations, the Gruel application store market can not rely on foreign advertising to profit, only by helping store app do some promotion to maintain operations. There are also some vertical classes of application store-class platforms that appear, such as "engineer Dad" in the field of child applications.

However, there is a topic worth discussing. What is the significance of the application store toward vertical, fine differentiation and individualized development? In other words, do more mobile internet users in China need you to personalize and even socialize? From the actual use, most users, are the mobile phone on which apps are directly used, regardless of other users. What you need is how to be more convenient, more stupid, and more accurate to download to the things you want, and the common large application stores are already able to meet these needs.

It is because the mobile store in advertising support for developers Limited, mobile advertising platform began to grow rapidly, wow, rice, Limei, and other companies have developed very quickly, and gained the trust of investors. But so far, the current mobile advertising market development is not smooth, some brand owners also said that the majority of mobile advertising effect is very little, and even some people simply do not recognize the value of mobile phone bearer brand advertising.

However, as the market matures, technological innovation and model innovation continue to occur, the mobile advertising market is still likely to grow into a large-scale industry, and the emergence of a typical new portal. For example, the recent emergence of "mobile ad aggregation platform" can be a number of advertising platform aggregation, the mobile Internet early on the meagre resources to amass, form a certain scale redistribution, and constantly collect data, experience, innovative mode, and finally opened the mobile advertising industry closed.

Application tool Layer: The pattern has been set, still need to change

We put the individual but the import of the app into the application tool layer, the most typical is Tencent has presumed mobile internet "ferry" the killer micro-letter. In fact, micro-letters have become the killer of many small applications, after all, sometimes a micro-credit access to the public account cost and service model is enough to meet the needs of many entrepreneurial teams. In view of the features and trends of smartphones in functional design and practical use, some common products also have the potential to be called the entrance, more explicit maps, security, etc., still to be developed by the news reading, weather, Game center, and in view of Siri's tool attributes, can also be grouped into this category.

Of course, few people now see the micro-mail as an asynchronous communication app. In particular, its social properties of a very strong circle of friends, so that many of the photo companies to turn the players scared frightened, but also let some network marketing experts see a new Hope; the public platform set off a wave of the era of Weibo, as many enterprises and even the new battlefield of the individual, and gradually evolved into a , even Tencent's own trump card products QQ in the mobile end of the status are challenged. If the future payment of the integration of more mature, more perfect sharing platform, this guy does not know what to develop, because it has already broken the "do subtraction" application development guidelines, become a well-deserved entrance.

I have to mention the map. With the popularity of mobile internet and the rise of location-based data services such as LBS and social networking sites, the mobile map industry is developing rapidly. Mobile map is also from the past a single query tool gradually upgraded to the mobile Internet, one of the important portals. Especially based on the geographical information derived from the O2O application, but also to subvert the industry's traditional business model of the powerful pushing hands. Therefore, to create a one-stop information service platform, enrich the user's experience, increase the user's active degree, has become the major manufacturers to seize the future mobile phone map Industry commanding point of the key. Market pattern, the image of the merchant is leading, Baidu map by virtue of strong brand appeal and service innovation also occupy an important position, followed by the technical strength of the lead of the Google Map, in addition to the characteristics of the search map, map bar, tiger Map, carved up the growing market.

In addition, 360 security assistants, public comments, Taobao, Sogou, such as the PC era of the subdivision of the Giants in their respective fields have platform and entrance properties, the potential of the mobile end can not be underestimated.

It is worth noting that these four dimensions of the mobile Internet portal Layout basically extends the internet age model, and gradually mature in self-development, but the opportunity for change still exists.