Mobile Internet War "mobile phone assistant war"

Mobile internet first at the beginning, in the map, search, browser, mobile phone security and other users "just need" subdivision of the field, the entry of the battle quietly began.

March 21, Tencent Mobile Internet business Group (MIG) wireless Security Products Department set up the application Product Center, is responsible for the application of Bao and Haina product development and research work.

Earlier in the early March, Baidu Mobile application also renamed Baidu Mobile phone assistant, will be a content platform to increase the mobile phone management, Address Book management functions, but also hope in the mobile phone assistant segment of the market share a cup of soup.

In the application market, there are already 360, 91 mobile phone assistants, Android, Pea pods, Android, Jifeng and other application market in which nuggets, an incomplete statistics show that large and small, the size of the application market has hundreds of.

"From the current point of view, the application of search is the user's existence of a ' just need ', and the internet giant can build the application market to strengthen the cooperation and intersection between the developers, but also through the control channels, and become an important part of the industry chain." "said Zhang, the CEO of the media consultancy.

Seizing incremental market

In the savage growth of the mobile internet in the early days, any possibility of the entrance, I believe that every gold digger will not let go. At first a humble application market, is using the advantage of the channel to win the attention of the Giants.

According to a Baidu mobile cloud business people introduced, until January 2013, Baidu decided to do mobile phone assistant. And the previous Baidu Application Center was formally established also less than half a year time.

"Baidu data monitoring results show that users in the search for applications, will like to download from the Application Center, so the Application Center emerged." The Baidu Mobile Cloud Division staff, at present, the Application Center of the number of employees is also a handful.

Whether it is the Baidu Application Center renaming, or Tencent mobile phone Butler integration application, they are in the optimization of the same product function. Tencent mobile phone Butler replied to this newspaper, "The Application Center can be Tencent mobile phone butler software download, update, management and other services are well optimized and supplemented." ”

A senior mobile internet industry told reporters that the app Store has 4 key features for users: first installation, application updates, security management, search referrals.

In fact, search in the App Store is also very important. Many users of the Internet do not know what applications to choose, but will enter vague language, which will require the application store to make accurate semantic parsing and match it with the application.

Functional search is also a service that the application store needs to provide. "The mobile Internet veteran said that, for example, users do not know the name of the application, but the input" can be a taxi application, "then the Application Center will be resolved, and recommended to its tick-tock taxi, a small taxi secretary and other applications.

For example, Tencent launched the Haina application search can be resolved fuzzy semantics, for example, search "Caller ID", "chat", "Listen to Music", "Casual games" and other functions can find the corresponding popular applications. In addition to these natural language searches, Haina also launches scene searches.

From the big industrial background, Baidu, Tencent and other internet giants cut into the industry segment of the market, more is fancy in order to compete for smartphone incremental market. "Baidu mobile phone assistant through pre-installed, cooperation, marketing and other ways embedded into the user's smartphone." "A Baidu is responsible for easy platform cooperation employees told reporters, Baidu mobile phone assistant has to easy platform, by easy platform and mobile phone manufacturers to reach new mobile phone users." And, through with the brand handset manufacturer pre-installed, the user direct downloading and so on many ways to direct the user.

Data from IDC show that 2013, China's smartphone shipments will reach 300 million, an increase of 44% per cent year-on-year. By the end of 2013, China's smartphone users will be over 500 million. By 2016, China's smartphone shipments are expected to reach 430 million, and the overall handset market will rise from 78.2% in 2013 to 88.3% per cent. By then, China's mobile phone market will enter a stable stage of development.

From this data can be seen in the next two or three years, the new increase in smartphones for the various manufacturers, are critical. China's 3G has been growing for 3 years, and smartphones have grown fast.

It is worth mentioning that prior to IDC, a senior analyst for China's mobile phone market, Jian Jianmeng predicted that China's 4G licences would be issued in the second half of 2013. Mobile phone manufacturers have also launched 4G mobile phones. Smartphones that support 4G networks are expected to account for 11% of smartphones in the end of 2013, up from 42.6% by 2016. This means that in most environments, the Internet is difficult to form a barrier to the mobile web, the key to mobile Internet services and channels.

Hold the Initiative

"In the second half of 2014, after several years of running, the entire mobile internet market will usher in a temporary stability of the situation, some of the latest discovery of the import-level product market pattern will be initially laid." March 28, UC excellent view products, President He Xiaopeng in an interview, said that this includes applications, terminals, channels and other segments of the market.

This means that the First World War on mobile Internet is only 1.5 of the time, companies are willing to get the market, the rest of the time is not much.

According to the "2012 China Mobile Phone Safety Market Annual Report", which was consulted by the media, China's mobile phone security users reached 273 million by the end of 2012. In China's mobile phone security market, 360 of mobile phone guards accounted for more than 70.2%,QQ mobile phone butler is 30.8%, Jinshan Mobile security guardian ratio is 8.3%, netqin security is 7.5%, Moan Guardian is 3.7%, Security Butler is 7%. (Note: The same smartphone has a variety of security software installed.) From this data can be seen, Baidu mobile phone Assistant is only the beginning of the market, and not too much influence.

According to the public market information, at present, in the mobile phone assistant market, 360, the Net Dragon (has 91 handset assistant and the Android Market two big products) ranks first echelon, Tencent, Pea pod, Baidu is in second echelon.

Even so, Baidu and Tencent menacing, according to its official revealed that at present, Baidu Mobile phone assistant daily Distribution peak reached 15 million, Tencent mobile phone Butler this figure reached 20 million. The industry estimates that 360 of mobile phone assistants ' daily distribution peaks are estimated at 50 million ~ billion.

A pea-pod market employee confessed to reporters, "before the internet bosses get into the application market, pea Pods are ranked in the independent third party application market, but the big boys are rich in resources, various applications can help each other, independent application of the market's survival space is increasingly narrow." ”

You big guys actively do channel-type products, is to control the entrance, the market initiative firmly in their hands.

"We want to get a bunch of developers who can look at Baidu's advantages in mobile search, web search, and the diversion of resources to boost their voice in the mobile internet industry chain," he said. "A mobile phone assistant line of work in Baidu employees told reporters that the mobile phone management function is to be able to do some users have frequent needs of the function, can improve the user's active degree." The Application distribution Center is a big entry point for mobile applications, which is now clearly seen.

and a mobile internet source close to 91 mobile phone aides revealed that, in 2012, 91 mobile phone assistants spent nearly billion of the marketing fee, mainly to open the PC side of the market position, and before its handset-side of the market formed complementary.

Zhang said, "Today, mobile phone assistants, although mainly for mobile phones, but many users or through the PC to the phone to install software, because the PC installation can save traffic, and the screen is big, management application experience better." So, at present, the PC end also cannot ignore. ”

"In the future, mobile phone assistants will become more competitive in the market." "Zhang believes that the mobile phone assistants need to integrate more services to enhance the user experience, and thus occupy the advantages of mobile internet." Not only that, but also with the help of traditional channels such as PC, in the user's mind to form the use of cognition.

Tencent mobile phone Butler said, at present, Tencent Application Center in the province to download traffic, guess you like, fuzzy Search, intelligent search, social referral and so on have a good reputation, popular with users.

Not only that, the previous mobile Internet veteran believes that in the mobile Phone assistant security management functions, not only to do the static scan for the app, but also to do the dynamic scan after app startup, this requires the application vendors in the field of security can have more accumulation, in order to form a comprehensive competitive advantage. A Baidu Mobile cloud division employees said that in the future, Baidu will work with Jinshan and other security manufacturers to strengthen the mobile phone butler in the security management services.