Mobile map: The Battle of mobile Internet portal

The future can achieve market success, depend on must be the ecological system. Only with the users and merchants, O2O enterprises to win, in order to gain their share from the growth of the entire industry.

The Battle of the portals of the mobile Internet is white-hot. Tencent micro-letter, Sina Weibo and Renren on the mobile side of the position is relatively strong, now mobile map of this "killer" application is becoming the battlefield of supremacy. According to the latest data released by the Analysys think-tank, as of the third quarter of 2012, China's mobile map client market has accumulated accounts of 307 million households in mobile internet users of the penetration rate of about 50%. It can be said that who occupies the market, who has access to the initiative of the mobile Internet.

"Mobile maps can not only guide the user, but will also be the total entrance to the entire O2O service," said the 2012 China Internet Industry Conference held on January 16. He believes that mobile maps can become platform-level products that integrate all aspects of life services. In the case of Gould, the traditional internet giants, such as Baidu and Tencent, are aggressively moving into the mobile map market.

Three-layer positioning of mobile phone map

According to the army, mobile maps can be a tool to provide users with location services, can also be a portal, by gathering a large number of user groups, to achieve the portal role of mobile Internet. From a higher level, mobile phone map can also be developed as a platform, similar to the PC end of instant messaging applications QQ, to achieve the integration and display of multiple services. He said that only the map of the mobile phone as a tool is not enough, mobile map should become the O2O service of the general entrance.

He thinks that the mobile map industry should be bigger and needs to be combined with O2O industry. "Just to understand the mobile phone map as a simple paper map is not enough, map can become a live map, live map means that the original traditional static data into dynamic real-time change of data, and life services in all aspects of the information are integrated, especially in daily living aspects can be integrated in." ”

O2O is currently a very popular concept, the analysis said, the hotel, aviation, film, ticketing and other industries are easy to develop online app, the offline services and online information to provide a combination. However, there are some industries, such as catering, medical, bar, hairdressing, etc., the current online services do not mature, but there are huge opportunities. In the next 3-5 years, a large number of traditional industry business will move to the line, O2O Enterprises are facing tens of billions of market potential.

Mobile phone as a personal mobile terminal, including a number of user personal information, such as the location of users, fragmented leisure time, and so on, when users go out, the first need to access the mobile phone map to obtain geographical information, query destinations, and find the best travel routes. And in the road of travel, various opportunities are placed in front of the merchant. For example, do users need to buy clothing or gifts on the way? Do you need to have a get-together with an old friend or classmate? This can be aimed at the needs of users, push shopping malls, restaurants, entertainment and other aspects of information, to provide users with reference to consumer behavior.

According to the army, for users, he is in a city, eat, then work, consumption, around a series of life needs, we can integrate a variety of information, in different time and time to integrate information services.

such as gold, such as the provision of map services enterprises, can be used as a link between merchants and users, on the one hand, by providing users with geographical services, gather a large number of user groups, on the other hand, can open to the business of map services to the API excuses, allowing businesses in the map service to open provided to the user. He also recognized the need to work with a large number of O2O enterprises to jointly expand the industry, "real-time dynamic map, that is, live map, not relying on the one to do, the need and a large number of O2O enterprises, O2O companies and merchants to cooperate, and then provide real-time rich information to users." ”

The army said: "Every POI (location information point) is a small site, after our backstage will be directly open to the merchant, so that they can edit the page, directly publish services or sell products, and provide member maintenance functions, will map to create a similar Taobao business platform. ”

Three hegemony

According to the Enfodesk Industrial database published in the 3rd quarter of 2012 China Mobile phone Map Client Market quarterly Monitoring report, the gold map to 25.9% of the market share in the first, Baidu map to 19.1% of the share in the second, down there are maps map, tiger map, Sogou map, Google Maps and so on, Soso map market share accounted for only 2.9%. Today, however, Tencent's high-profile foray into social maps has sparked concern in the industry.

January 17, Tencent officially released mobile version of the street map, covering Android and Apple two platforms, Android users through 91 of assistants, applications, such as the application market download 2.6 version, Apple mobile phone users through the App Store download 2.3 version of Soso map application can visit Beijing, Shanghai, Guangzhou, Shenzhen, Xi ' An and Lhasa six major cities Street View, and Tencent's street map has been and Tencent micro-letter microblogging through, specifically for users meet, gathering to find specific location needs, focusing on the design of "sharing" features, users can be a key to the street map to share quickly to friends.

Currently the most powerful control of mobile phone map of the mobile Internet portal, respectively, for Gould, Baidu and Tencent. Last October, Baidu Map division divided into lbs (that is, based on geographical services) division, and Baidu Mobile cloud division together, to become the two major division of Baidu structure. This shows Baidu's attention to mobile map services. This January, the Baidu map Local merchant Center (lbc.baidu.com) free open callout location service. Restaurants, KTV, supermarkets and other types of online merchants through the application, you can in the Baidu map of the mobile phone, Web page end of the callout, so that with hundreds of millions of of Baidu users close contact. Baidu is taking the location service as the core, constructs the O2O ecosystem, creates the mobile phone search outside, the future mobile Internet's another big platform.

At present, these three are still in the initial stage of the layout, in the relevant services have not realized profitability. But the market potential for future mobile maps is huge. For advertisers, mobile maps can provide them with accurate advertising push services, for businesses, they can bring customers. As a platform, whether it is gold, Baidu or Tencent, can be from advertising or business revenue to get a certain share.

At present, the higher Germany focus on providing the basis of geographical location services, for Sina, Alibaba, Tencent, Jingdong Mall and other well-known Internet enterprise basic map services to provide support for the net, SouFun, love network, including 120,000 sites and third-party developers to provide high-German map API services, There is no direct correlation between itself and the merchant. and Baidu's LBS division is directly oriented to businesses. But now he is also changing the way, allowing businesses to publish their products and services on the map, Baidu and the German competition is undoubtedly more intense.

And Tencent's sudden exerting force, so that the mobile phone map of the market more difficult to predict. But no matter what, the future can achieve success in the market, depends on the ecological system. Only with the users and merchants, O2O enterprises to win, in order to gain their share from the growth of the entire industry.