How does the phone address book become the entrance?

Bat three may not be aware of the meaning of mobile phone address book, in the increasingly dispersed traffic, the increasingly scene of the mobile era, the value of mobile phone address gradually surfaced-it has the opportunity to achieve new Internet access, O2O link line and offline important access, at least logically.

The internet is the one by one map of the offline physical world, O2O is essentially a link between bit world and Atom world, when money, information and even shopping chain and process can be virtual network, we will also find that there are still many things in the atomic world is difficult to abstract 1 and 0, difficult to bit, and our stubborn habits.

How does the phone address book become the entrance?

Simply put, the offline restaurant is the server, mobile phone directory is the World Wide Web, mobile phone number that is the IP address and domain name, dial-up is search.

The value of the phone Address book entry is at least logically established, and many companies in the industry are doing similar experiments. For example, the phone yellow pages on the Millet MIUI, as well as the number of touch Treasure Technology Assistant, there are Qihoo 360 in October 10 force push the "to shop pass."

"To shop through" and millet mobile phone Yellow pages, contact number Assistant, on the product level, there is no essential difference. They are based on mobile phone address book, call, SMS and other content management, to provide users with number identification, query and other functions. 360 Senior Vice President Yu Guangdong's explanation is that after the consumer connect the enterprise telephone, then automatically generates the enterprise public number, retains the cloud, when the user needs to inquire may pass the past record, inquires the telephone, also may through this public number carries on the service appointment or the inquiry--to know, has endured the commercial telephone and the marketing message bombardment after, People tend not to retain corporate phone calls or notification messages.

It's called habit.

This kind of scene sounds good, in essence, this attempt, in fact, is to transform our mobile phone address book into a new browser-of course, it may not be able to run HTML5 cool effect, but can provide users with the simplest application interface-telephone inquiries, fill out personal information and then appointment or order.

Some people are happy to "come to the store pass" and Baidu prior to push the "direct number" to do comparison, in fact, in contrast to the real, the two actually do not have much difference--are "box computing" + "light application" to meet User services, but also to meet the user's access to the merchant, they are different, "direct number" is based on the browser or mobile phone Baidu based on The establishment of Baidu search is strong demand under the premise of "call Pass" is based on a trend in the browser mobile phone address based on, and make users still need to dial this assumption under the premise.

In this way, the "direct number" and "come to the store pass" is the same. "Direct number" for Baidu, it is to do, after all, the value of mobile phone browser heating up, mobile phone Baidu has a huge amount of installation, and search is a habit.

"Call pass" for Qihoo 360, it is "rowing", "nothing"--360 mobile phone assistant does have a huge download installation, but "dial-up is search" The habit of nurturance, it takes time. Of course it has an advantage--even where American regiment, such electric companies have a huge call Center, not to mention O2O to face such as banks, restaurants, hospitals, these are not fully net offline retail and services, dial-up, SMS notification is still high frequency applications and needs-whether it is "to shop through" or millet Yellow Pages, there are opportunities, but user habits need to cultivate.

"Direct" and "come to store" can play the ultimate duel, it is not clear, I also dare not jump to conclusions, can be sure that the "direct number" of the release and on-line, so that "micro-public number" bubble began to disillusion-fan economics is of course, but sorry, this is not all enterprises can learn, I may be concerned about the public number of China Mobile or merchant bank, because I need some recharge or transfer, audit, but who can give me a reason to pay attention to the express company or hospital or a certain restaurant? Attention is dialogue, dialogue is search, dialogue is service, sorry, the micro-letter is too bloated, now it seems so.

Millet Yellow Pages In fact, the earliest test water, but has been deliberately low-key, until Baidu Company "direct number" turned out, and then also have a Qihoo 360 "to shop pass." There are so many experimental products and solutions coming up this year, in fact, is also based on a background: app is dead-Mobile desktop app multifaceted era has passed, traffic and users more concentrated in the 2/8 market, high-frequency applications above, but many long tail demand or low frequency applications have enough value and market, Need to match the scheme, and for "mobile phone Baidu", "mobile security assistant", such as browser-level application is also the time to consider commercialization, flow has been changed.

How to understand the mobile Internet at the moment: Simply put, we can download and install the app into the PC era "desktop software + URL navigation + browser URL binding", it meets the 2/8 market or part of the long tail demand-search is to meet the 2/8 and long tail of the best solution, whether it is search or " Dial-up is a search "that can meet 2/8, and can cover a long tail-so, next, we will see more and more High-frequency app applications will integrate or provide search.

In other words, originated in the Apple model "APP" island, is about to be broken, the island effect of breaking, can be a link between the island and jump, can also be based on a high-frequency application of the island itself and the application of the integration of services, and search is the key to achieve the link.

Dial-up is search, application is service. I put the difference between mobile Internet and PC to two points: 1, entrance first vs habit first; 2, path dependency vs scenario first.

In the mobile age, whether it is a browser, mobile phone Baidu, "direct number", or "to shop through", millet yellow pages, and even mobile phone Taobao, and so on, their competition, the back end is a game between the ecology, and the front-end competition is the key to the consumer mind, that is-who can eventually become a priority scene, and become a deeply ingrained habit of consumers.