The realization of user value can bring about the credibility of business value

The internet has an old saying, as long as you can realize the user value, will certainly bring the commercial value. Is this a believable statement?

This view originated from the era of PC-dominated Internet, now PC-side user stay time drops, user behavior tends to stabilize conservative, mobile end is flourishing. One of the differences between PC and mobile is that PC-side user flow is free, through hyperlinks, from one website to another, to another site ... But can you go from one app to another to another app?

There is a "short path" feature on the mobile end, and user behavior is closed to the application. Users are accustomed to open a number of independent apps to get services, it is difficult to jump between different apps, a jump almost to the limit, such as the jump to another application of the App Store download page.

The second problem is that, subject to the interface constraints, the mobile end of the embedded ads in the position and performance, can not be compared with the PC side.

Back to the computer, when a Web site to achieve the user value, such as 10 million per month to provide independent access to users, it can be a sales model of the site to import traffic, in exchange for cash income, a jump of two jump three jump are possible, flexible mode of operation. This means that there is a commercial return to the user, just the difference between earning more and making less.

And the mobile side, who is your daily traffic guide to?

So far, the flow shift in the app business value chain has been slow and inefficient, either by jumping to the dealer's platform to earn a commission, or by jumping to the App Store for a CPA or CPM, with narrow roads on both sides. Even if tens of millions of user-level, but also face a profit dilemma. I recently contacted some VC industry people, more pessimistic said, do not understand the mobile era of play, do not know how to return investment. More optimistic will also ask, when can make ends meet?

I answered honestly: I don't know. Now the commercial biosphere of the mobile end is not mature, and the commercial value is not increasing with the influx of users. The whole mobile industry is still at the stage of burning money, but I am not going to gamble that "tomorrow will be better". Or, the train ticket to tomorrow is not just for luck, patience and user volume.

This is determined by the nature of the app itself, with short paths and weak ads, which greatly limit the flow-changing capabilities of the app. Hand Tour I do not understand, only the game outside the app, access to income there are three kinds of possibilities:

1, app content and some kind of online or offline, goods or services have a natural connection, easy to guide users in the application, or in a hop path to pay for the purchase. Typical case is a variety of Taobao shopping guide applications, hotel booking applications.

2, the app in addition to have a large amount of users, but also has easy to be accepted by the user, the performance of excellent advertising position. A typical case is a variety of third-party application markets, as well as the mito of the United States.

3, through the app to obtain commercially valuable data, the typical case is Instagram, although its selling photos of the agreement was later burned in the rumble of fire ...

The common denominator among these three is that the prospect of app commercialization depends more on the product model and the architecture setting. If you think products are popular with users, you will be able to earn a pot full, I am afraid too optimistic. Now iOS side of the CPA from 2-3, soaring to 5-10, the cost of operating the app is soaring, the mass market competition is fierce, niche market to promote hardships. This time put aside the mode and architecture, blindly stressed that "user value must bring commercial value", is afraid to wait for Gordo yo.

Waiting, it is the tears of the Times.