Oscar Blockbuster's mobile strategy: Why only 360 phone assistants are favored

Disney 3D epic "Ice and Snow" in the global box-office breakthrough 1 billion U.S. dollars, won the 86th annual Oscar for the best animated Long film award, the theme song "Let It Go" won the Best Film Song award. The film "Snow and Ice" The good news constantly, the same name mobile phone game performance is not bad. According to 360 of mobile phone assistant data show, hand Tour "Snow romance" released less than one months, download has exceeded 6 million, and the film's popularity is the same. As the "snow and ice" priority of the first channel, 360 of mobile phone assistants contributed more than 90% of the share of other distribution channels to occupy less than 10% of the proportion. Many people ask why Disney, as the world's largest interactive entertainment group, chooses 360 mobile phone assistants as the starting channel for the entire mobile market. A Disney insider said that 360 of the distribution has already explained everything, 360 mobile phone assistants contributed most of the download, This is the best reason for Disney to choose 360 cooperation. Disney and 360 cooperation not only "snow and ice", but the whole company to the company level of deep cooperation, or 360 is Disney's strategic partners, has been a variety of products and 360 of the first cooperation, such as "Forest Story", "Dream Cake Shop" and so on, have made good achievements. There are a lot of little-known things behind this cooperation. The difference with the past is that this is the first product to be online with the film, and Disney has placed greater expectations. A week after the game was launched on the U.S. mainland, the two sides began to actively discuss the introduction of the issue, to determine the introduction of the time is very short. Disney team moves into 360 headquarters but, although the two sides have cooperated many times, but for the most important game of Disney this year, their official personnel for this time of cooperation, in fact, there are some concerns, not because of other content, but because of rampant piracy in the country. According to Disney's development team, after they contacted the domestic mobile distribution market in various countries, they finally contacted 360. When talking about the choice of 360, a Disney business person said, in fact, we have compared several domestic market content, distribution capacity, and so on, in order to better accelerate the process of cooperation, the Disney development team even said that the team of dozens of people can move to 360 companies, Work with 360 mobile phone assistant team. This is very rare in previous collaborations. On the first day of moving into the 360 company headquarters, a Disney engineer was a little surprised, too cool! Your office environment can be comparable to Google, Facebook, Ah! The Disney team was surprised by the comfortable office environment at the company's headquarters in 360, when there were cracked versions and pirated copies on the market. In order to prevent piracy and crack version, this face-to-face communication cooperation, the two sides only a week to upgrade piracy. A head of the Disney team joked that he had not worked so closely with 360 before, and now we're like lovers, getting along specialHarmonious。 Allowing 360 of the team to participate in the piracy upgrade means that there is technically no secrecy about the 360 level of openness that has been hard to come by in the past. If Disney does not have enough trust in 360, it is absolutely impossible to open technology to 360, which is tantamount to entrusting life to each other. A team member involved in the development said that the tacit understanding is the mutual trust established by the long-term cooperation, Disney's attitude towards the 360 is fully believed, without any concern. This is not only because of the 360 traffic capacity, but also the depth of the company's understanding, as well as the trust built up many times, there are more stories behind. Distribution strength unexpectedly inferior to Google Play in solving the problem of piracy, in fact, Disney or whether the game once launched, whether it can meet the tastes of Chinese users, can be like movies, sweeping the domestic and foreign major cinema market. In this regard, 360 mobile phone assistant team gave a very perfect answer. In Google Play's official store, "Ice Romance: Ice Music" download times between 5 million to 10 million, this is a very large download. And in 360 mobile phone assistants, this new puzzle game download volume has exceeded 6 million. This is a very alarming figure, even the official Disney officials did not think that the domestic users of the game is so enthusiastic about the high. Disney officials said they did not actually think about the result. Since the previous although also with 360 cooperation, but before the release on Google Play, in fact, the prophase effect is not very ideal, so they are still very disturbed in the heart. China has a number of platforms to claim "the largest Third-party application market," the relevant personnel also made a consumer survey. The survey found that the actual installation of some markets is not so large, the distribution of data there are doubts. Whether from external or internal surveys, 360 of mobile phone assistants installed more than 50%, the application of the distribution of data is very real. They also confirmed our findings when visiting some of the country's application developers. To developers of "untouchables" a developer revealed that 360 of the largest distribution data is the most real, from the background can be clearly analyzed. The developer has a tool application that does not have official referral resources on the shelves of more than 360 third-party applications. However, in all downloads 360 more than 70%, far more than other channels to the volume. This is not the most critical point, from other sources of downloads, the activity is relatively low, and 360 channels to download users are active. As a tool-type application, the user's dependence and retention are good, which has a great relationship with the channel itself. In other words, many channels to the volume is actually "zombie." Domestic developers to brush the list is not a secret, the App store was painted so that Apple executives have headaches, have to change the algorithm again and again. Compared to the more demanding App store, the Android MarketFor the more confusing, the brush list also seems much easier. In general, the domestic Third-party application market is not opposed to the list, after all, can make their data become more beautiful, because the domestic market competition is too fierce. However, 360 different from other application markets, the performance of the brush list is "kill", once found will be dealt with immediately. Although individual developers have a problem with this, for the vast majority of developers, this can be more equitable, good applications can achieve an objective ranking. In addition to the application developers will be involved in the brush list, the Third-party application market will also brush the list. For example, an application market to attract an application starter, will promise to provide how much resources to download. If it is a killer application, the implementation of the commitment of the KPI is not difficult, but sometimes people are not as good as the sky, download volume did not meet the requirements how to do? A good for partners to explain, and secondly let the data become more beautiful. Last year, a well-known game in an application market, a few days of data is very amazing, the outside looked very beautiful, but the industry to see is a brush, the game developers want to cry no tears, then the game did not find the market to do the first. The developer says 360 of foreign distributors and developers are definitely the best. Although they don't know much about the Chinese market, they have cooperated several times to know the truth. It's OK to cheat them once, but for the third time in a second. The domestic third party application market is very messy, the brush list is to attract developers, but obviously this is not a virtuous circle. Developers to brush the list has disrupted the market, the Third-party market is also involved in the brush list, will only make the ecological worse. The application of the market brush list is to look at the data, good-looking data is to attract developers, but the brush out of the data is not used, can not bring real benefits to developers, so will continue to give up those platforms. And for a variety of star application of the brush list, but also to create unfair to developers, good developers will leave. At this point, 360 is really worth learning, you can apply a lot of resources to the star, but the condition is to experience good, as long as the experience of good application can be fair access to resources, developers have the power to start with 360 cooperation. If you have the time and energy to research, you can compare the 360 and other market starting data, 360 of the first application is definitely more than other platforms, in the developer Circle statistics is not difficult to draw conclusions. Then experience the application in each platform, it is easier to see the quality of the application. In the 360 initial application is very strict, experience bad products again famous, it is difficult to get more resources, because 360 to ensure that the user experience. And on the other platform is very easy to start, as long as the famous will not care about quality, other developers of course have the opinion. Users are not fools, in this platform to download the application quality is not good, will naturally turn to 360 mobile phone assistants. After in-depth research on users and developers, the Disney insider said that 360 of the success is only a little, is to create a goodThe ecology of the sex cycle, users and developers are willing to spontaneously embrace the 360. Based on a deep understanding of 360, Disney finally decided to cooperate with the deep. It turns out that the cooperation with 360 is very sensible, fully excavate the value of the brand and products, for Disney brought high-quality users, even beyond Disney's expectations of the product. He concluded that Disney's continuous strengthening of the mobile Internet should deepen its partnership with 360 in the future and deepen the existing cooperation, so that Chinese users can enjoy a better product experience.