Mobile browsers promote cost of mobile internet

Absrtact: 360 There is only one small team in the development of mobile browsers, because the mobile Internet is different from the traditional internet, the mobile browser no longer has a unique entry value, 360 is currently more concerned about security, application store and app development. Built with a PC browser

"360 There is only one small team in the development of mobile browsers, because the mobile Internet is different from the traditional internet, the mobile browser no longer has a unique entry value, 360 is currently more concerned about security, application store and app development." "The wall, built by PC browsers, quickly swept 360 of its search share to 10%," Zhou said in an interview with analysts after a earnings meeting. At this point, the 360 browser penetration rate on the PC has reached 80%, but the mobile end is only 4%.

But this in UC Yu chairman of the view, more like a listed company in front of investors after "beautification" of the answer. "I also understand that it is a listed company. "Yu thinks a mobile browser is a good business, but not a good one."

In the view of Oupeng CEO Song Lin, Future mobile browsers even "have the power to change the search pattern," but only in the future.

Three major Echelon

"Now the mobile phone browser field, is the first echelon of commercialization, the second echelon to scale, the third echelon to seek differentiation." "Analysys International analyst Guo said.

At present, UC Browser, QQ browser is the first echelon, especially UC, the challenge is how to maintain and enhance the user experience under the premise of speeding up the commercialization process; Baidu Browser, Oupeng browser, 360 browser composed of the second Echelon, the challenge is how to quickly enlarge the size of users, The next step for the commercialization of the provision of user barriers resources; Dolphin Browser, every day browser, charming browser, the browser, such as moving the third echelon, they face the common problem is, how to do a good job in the functional subdivision, the formation of differentiated competitive characteristics of the market.

But now the situation is, in the one or two echelon to move forward at the same time, the third echelon has begun to "lag behind." The logic behind this phenomenon is that browsers are still a user-scale game, if the user scale does not go, by the flow of the path can not be realized, and through the function of the difference to obtain the user's "third echelon", but also only in the auxiliary function of the fuss, these differentiated functions is not the user's rigid demand, It is therefore difficult to pull the number of users.

Dolphin browsers, for example, initially wanted to add social features such as readers and microblogs to the browser's shell, but the user's demand for the feature began to wane after the advent of specialized reader apps and a wide variety of microblogging apps.

However, the one or two echelon also has its own troubles. In addition to the "native app streaming", there are competition from the search, the previous Baidu in mobile phones and mobile internet is not as a mobile browser to live space, most mobile browsers are to rely on Baidu, Taobao diversion volume, when Baidu began to force mobile search, the opportunity to leave the browser seems to be smaller.

One industry source said that mobile browsers in the mobile Internet to promote the cost of the rise, the average growth of at least 20%~30%.

Why are mobile browsers subject to search competition? There is a point of view that in the current mobile internet era with app, the first purpose of user login is often to search for unknown demand, while purposeful demand is accustomed to directly using app to satisfy.

And as with most mobile browsers, Baidu's mobile search is also in the form of apps, Baidu's mobile search app is also embedded in the app browser function. In search, Baidu's brand in the user's heart is more powerful, therefore, a large number of search for the main purpose of the mobile browser users are directly transferred to the Baidu Mobile search app. And this scheme, Baidu is missing after the acquisition of UC Browser, eager to establish a new strategy.

App operation

The browser itself is also an app, also a "shell", the key in the shell of the "things" how to become.

Although Zhou is not bullish on mobile browsers at the moment, it may just be his selective rhetoric based on the current 360 strategy. 360 of the investment in mobile browsers is gradually increasing. Zhou told reporters on an informal occasion last year that he was still bullish on mobile browsers because of the search.

On the PC side, search is still the main transformation channel for browsers. This is also 360 first rely on the security circle users, and then the user into the browser, and then force the search to become the reason for the cash.

In the Mobile field, the search is more imaginative. Because the mobile end can record location information, the more market potential of local life services can become the search advertisers.

Song Lin also said that browsers can be multiple interactive search forms, in the future, voice search, location-based search may be integrated into a search box, the browser can even based on user habits to filter the content of the search.

In fact, the mobile browser is also an app. Through the legal reading of the user relationship of the mobile Address Book, we can establish a set of ID system, and personalize the search content according to the user's behavior custom in the browser station. This is already a user-related app game. In contrast, browsers are more versatile than local apps.

In addition to search, many browser manufacturers in the browser to the "shell" to add more "content", such as: Game application store, reading subscription services, video and so on. Logic is that long tail content can support a greater user stickiness, stay time, and then through the user's attention to the cash.

For example, QQ browser has formed a browser application store in the embryonic form, and through the "from the media" support, formed a reading subscription service to expand the long tail content.

In addition, mobile browsers are also "going out" in the form of apps to try embedding with multiple mobile terminals to expand the user's size.

At present, opera's income is one-third from advertising revenue, and One-third and mobile terminal vendors, rather than licensing, and one-third from relatively traditional business-to-business, televisions, set-top boxes, automobiles and other manufacturers. In China, in addition to the Business-to-business, Tcl and other intelligent television cooperation, Oupeng more or more with the Internet companies to carry out after the division, such as the flow of the split, spread and spread, advertising revenue and so on.

Domestic mobile phone sales channels in the last year's mobile terminal sales in 30 million ~4000 million, most of them pre-installed Oupeng browser. With the Oupeng 1.5 of the time, the number of users increased by 10 times times.

The bigger benefit is the popularity of 4G networks in the next two years. Rapid network response will lead to a rapid rise in web-based applications, and the commonality and sharing of the web is obviously more advantageous than the localized app, which can reduce developer costs. A developer told reporters that the cost of development would be reduced by 30% without considering the suitability of various terminals.

Song Lin said that in the long run, publishing information is still the mainstream, browser shape may change, but based on the form of web-sharing and publishing or direction, Web apps will change a lot.

However, the doubts remain, the micro-letter in a large number of users and internet long tail content, its search will also upgrade the optimization, its role, whether it can also replace a browser?