Mobile Internet Information Client melee: Spear + pen Killer

Mobile Internet Information client battle kicks off after social product scramble

On a speeding train, when a passenger is bored, he opens his cell phone and pats the two-dimensional code behind his seat, and as soon as he clicks on it, the Sohu news client will download it to his mobile phone. Beijing Subway has a huge billboard, NetEase is telling users they are "attitude", especially Mobile information products. Always low-key Tencent used the "Big Kill device", daily use of micro-letter push news, if users want to get more, it prompts the download Tencent news client. Some mobile phones, Sina Weibo and Sina News client pre-installed ... A mobile internet "end" fight for war is underway, with a quick and violent to describe a little too. Only two years ago, the news client only fresh fruit, zaker and other small start-up companies. March 2011, NetEase News Client is the first on-line in the portal. Although Tencent, Sina, Sohu followed by the introduction of news clients, but they are not the strategic products of these big companies. 2012 London Olympic Games is "end" the tipping point of the war, the start of the late Sohu Offensive, chairman of the board, CEO Charles Zhang repeatedly in public to say "to do a good news client." At the same time, Tencent, NetEase will promote the news client to strategic position, increase investment, fire ignited. One Tencent insider said, "Tencent News is a company's strategic products, plug-ins to the letter is not Zhangxiaolong can be determined, decision-making from the company level, and may even be ma teng." "

Then there is the scene of the beginning of this article fierce scraping, and every family exhausted backwards. "China's smartphone users surged to 270 million in 2012 and the 2013 demographic dividend will continue," he said. Now is the best time to scramble for users, and the opportunity won't exist until 2014. Xu Shi, general manager of NetEase Portal Mobile, said, "So now all the families are investing at no cost." "A few months ago, Sohu Vice President Fang revealed that Sohu 2012 in the news client input of more than 100 million yuan, 2013 will also increase investment."

Mobile internet just started, the first hot is social products, information Class News client is the second wave. Xu Shi said: "Because the social product completes, the user can have the geometrical level growth, soon can form the entrance, the news product user growth can only be the ladder type." "But now that users have a fresh sense of interpersonal communication, the need for news and information is emerging."

Tencent News source said: "Information products are also important user portal, no large companies will not give up the entrance level of products." "Also, the social product pattern has been set, with the exception of Sina Weibo, Tencent Micro-letter, other companies have been difficult to do his thinking."

And for Sohu, NetEase, they have accumulated operating portal information products rich experience, to the news client products are they are good at. As of March 1, Sohu News Client installed capacity of more than 80 million, NetEase also more than 60 million.

Relative to this is the fruit, zaker and other rage products performance weakness. Start-up companies to use a two-year time to accumulate millions other users have been quite difficult, this and large companies tens other user size compared to a drop in the bucket.

Sohu Mobile New Media Center General manager Ye Jianxiong that: "The channel and content is equally important, the channel is" The Gun ", the content is" pen ", as long as both are strong may be successful, indispensable. "

Large companies to promote news clients there are three main channels: one is the traditional application store download, the second is to put brand advertising to attract users to download; third, the handset manufacturers, operators and cooperation.

In the high-end user more Apple Application store (App Store), we stand in the same starting line, fresh fruit, zaker and other rely on user experience can also with large companies to try high and low. But the more users are Android mobile phones, the application channels are complex and fragmented, the need to compete is the company's funds and resources.

The big Internet company likes to work with handset makers and operators. First of all, pre-installed news client in mobile phone is exclusive, will only pre-installed a company's products; second, the demographic dividend into the mobile internet is often small white users, pre-installed what to use.

For key brands, companies adopt similar coverage strategies. When it comes to cooperation, the handset makers they value most are Samsung and HTC, because the two-brand handsets are big sellers and high-end users. Next is ZTE, Huawei, Lenovo, cool send four domestic smart mobile phone large. The remaining market channels are more complex, "and mobile phone manufacturers to cooperate more complex, some manufacturers value cash flow, some value experience, and some two value." Xu Shi said, "each company's strategy is different. "

Cooperation with operators is also a good way. In addition to operators customized mobile phone sales large, cooperation reached after the operator will also use their own channels to help news clients to promote. However, the threshold of cooperation with operators is higher, operators tend to choose a strong product, and products to make more demands, often the cost of cooperation is also more expensive.

It is worth mentioning Tencent, which has strong internal channels. In addition to the above mentioned by the use of plug-ins to the letter, Tencent system with a large amount of users of the product, such as micro-letter, Tencent Network, Tencent video, QQ panels have become the promotion of Tencent news channels. The difference is that Tencent, according to the needs of different users of the information products have been split, but also launched the choice of shares, watch games and other applications. Tencent related official said: "Users who have the demand will go directly to the application store download, conversion rate is very high; These applications do not have brand characteristics, it is easier to work with manufacturers. "

The user needs on the news client are very different from the computer, and the user can almost always be online, but the reading time is more fragmented. This requires the content of the news client to be more quality. NetEase and Tencent both use their own editing content, also realize the news client and portal content linkage. Xu Shi said: "Users may only need 20-30 information per day, but the requirements of information more personalized."

NetEase News client should try to make users do not have the cost of screening, so that users directly see the most needed content. On the one hand, NetEase portal will be recommended every day of the selection of content to the client; On the other hand, news clients and portals share rich content sources, and the quality content of each major print media will be pushed to the user. In order to achieve personalization, NetEase set up a special column, the daily choice of the most popular original content of netizens.

On the contrary, Sohu's strategy is more inclined to "all-inclusive", it starts with the positioning of "mobile Multimedia newspaper Pavilion", and the implementation of platform operation to win the model, the joint industrial chain downstream more resources. Ye Jianxiong said: "Most users have a lot of time to kill on the phone, only to do the news can not meet the huge number of mobile phone users." "In addition to Sohu news, there are like" readers "," Reference News ", CCTV finance," The story "," People's Daily "," Southern Weekend ", Tencent Technology and other Third-party media publications and Web site content for users to subscribe to meet the vast majority of mobile phone users one-stop access and read the strong demand for information.

The Sohu News client will divide the third party media according to the subscription quantity click, also allow them to advertise or expand other profit mode independently.

Many people in the industry believe that fresh fruit, zaker and other start-ups will eventually be defeated in the Channel war. But they are not no way to go, for those who have no channel ability but have high-quality content from the media, traditional media, vertical clients, grafting on the large company's news client platform may be a good way out. Cheng, a senior internet commentator, commented, "Just like the cat and the Platform merchant relationship, to achieve the B2B2C model." "