Giants Snatch Market application distribution entrepreneurs have no chance

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After Baidu chose 91 wireless, the future of independent application distribution market became grim, and a series of chain reaction occurred. The Jifeng network was sold out, and its CEO Shanyi even believed that a completely independent application market would disappear within three years. Since then, the PP assistant was taken down by UC, independent players are less and fewer.

In the near future, the biggest suspense pea pod resolutely toward the transformation road. April Fool's Day Pea Pod released a mobile search function of the god clothing, this is a joke, but the Pea Pod Transformation Entertainment search is true. At present there are some billboards in Guangzhou, the Pea pod "Entertainment mobile search" ads. It is no longer just application distribution, but application + entertainment content distribution. The pea pod has to be transformed, which is the choice of the increasingly intense pressure in the application distribution market.

Small and medium platforms to survive, not to turn

After Baidu bought 91 wireless, the battle between the giant's application distribution was unusually fierce.

Qihoo 360 has never been more attached to the mobile end, and Tencent is using it as the main business of MiG (editor's note, MiG refers to mobile Internet group), and is willing to use micro-trust resources. In the most competitive time, the application market began to purchase traffic to operators, so that users can download without traffic. Android ROOT Authority, mobile phone pre-installed market, undercurrent surging.

For the pea pods, the Giants are getting smaller.

Baidu Acquisition 91 Wireless daily average application distribution 69 million, thereafter every two months 10 million, the current daily application distribution number has exceeded 100 million times, the integration effect is obvious. Tencent application treasure with the help of micro-letter release, rapid growth, daily distribution number of breakthrough 64 million, and the old distribution platform pea pod in February this year only to break through 30 million.

The space for the two other major forces in the application distribution market has also been squeezed out. The application distribution business of operators and terminals, from active offense to conservative defense, is difficult to find its application distribution business in market and third party data report.

Baidu a single big, Tencent and Qihoo 360 fierce contention for the position of the second, operators and terminal operators cling to the market based on their own users, peas and pods must look for a new way out. But the application distribution platform is facing the "one-time" of the war, for these small and medium platforms, more difficult to avoid.

Application Distribution "one-time" goblets

In the PC era, Baidu is firmly in control of the Internet access, search distribution is the site, and the Web site is the whole of the Internet. In mobile Internet, there is no one product form to master the unified entrance. Search, application distribution, maps, social networking and even electric dealers are self-contained and have their own "portals". This is Baidu has more than 10 billion users of the number of apps is not too many reasons. Each of them has a hope of becoming an "entrance".

Application distribution is of importance to Baidu, after mobile search. This is the most mature mobile mode, variable present. More importantly, application distribution is the outermost "base entry" for other mobile platforms, and maps, electric dealers, and social apps all need channels to distribute to users. Baidu Daily distribution breakthrough 100 million, the equivalent of every 4 Android phones have 1 every day through the channel of Baidu to obtain applications. In the application distribution this link, Baidu has formed the entrance ability.

That's good news and bad news. The good news is that Baidu can be realized, and the bad news is that after the application is distributed, the user stays in the application and is disconnected from the application market until he wants to find a new App or change his phone before he needs to return to the app market. This is a problem for all application distribution markets, where the current application distribution portal has a high value, but limited control and a shallow entry level. They face the embarrassment of operators: the boom in OTT business allows operators to switch from service providers to plumbers.

The application market must find a way to establish a longer and stronger relationship with the user, and provide services after distribution, so as to eliminate the drawbacks of "one-time".

Several logic to upgrade distribution to a service

The logic of pea pods is that it is no longer limited to distributing apps, but provides more high-frequency usage of content distribution, and entertainment content naturally caters to moving debris scenes. In this way, it can increase the space of the present, and establish a stronger and continuous connection with the user, and then realize the deeper entrance ability.

Baidu solutions are more systematic.

It is already a multiple-entry strategy. Video, library, music app is entertainment content distribution channel, map distribution Offline resources, mobile phone Assistant is App and game. Mobile phone Baidu above the above entrance to play a "convergence" role. In the field of application distribution Baidu is "walking on the legs", that is, has its own market, but also to provide Third-party App search function.

Connect with app via open platform, Baidu Cloud, app search protocol. Let users in the use of the app, still in the Baidu Data system, by providing search, positioning, voice or even pay, so that other APP users and Baidu to establish long-term data links, to achieve "Baidu Inside."

Light applications will be the developer from the Native app to the Web app, light application every time in the Baidu system. The long tail ability of search engines will be played.

The strategy of Tencent to deal with the problems of distribution is social. Implant sharing to the circle of friends, QQ one-click Login, micro-letter one-click login such socialization functions, so many apps and micro-letter, mobile phone QQ to establish a close relationship.

The application distribution goes to "DaaS" and is distributed as a service. After the app is distributed, its services are more tightly integrated into the app, creating more connections with users through these services, without having to worry about users not coming back to distribute the market or worry about entry issues. PC Internet thinking is that I have access to the other people are going to come from me; mobile internet is, my service to enter your application, service you while also serving your users.

The transformation of pea pods worthy of application distribution giants meditation, the application of distribution to whether or not to do the entrance? If the answer is yes, then we should find ways to establish a more lasting relationship with users and become a veritable portal. If the Giants such as Baidu and Tencent can take all, the App store needs to think about its own way out.