How does a platform-based lock screen monetization app reshape the phenomenon market?

In the application of the Red Sea in the market, there have been many phenomenon-level applications, such as a number of stars have been the relay to shoot funny video of the small show, but also can quickly copy my cartoon image of the face Meng, these applications because the median user G-point in the whole network quickly spread. In these phenomenon-level applications, lock screen Money app is a more special member, in the grasp of the user's "white earning" mentality, a "viral" invitation in between relatives and friends diffuse.

The phenomenon level starts with pleasing users and advertisers

In 2012, when the Cashslide lock screen monetization app was frantically harvesting the lock screen entry for smartphones in South Korea, China was only just entering the era of smart phones. Beginning in 2013, in the high-speed popularity of smartphones, the country has emerged in the Hui lock screen, cool strokes, red envelopes lock screen, such as lock screen Money app, China to enter the third party lock screen 3.0 times.

In recognition of China's immeasurable potential lock-screen market, a large number of capital began to enter the bureau. In 2013, Hui won the 5 million RMB angel round financing in the South Korean music buckle, and in 2015, Cashslide's Chinese version--cool strokes won $20 million b round of financing. Today, their user level has already exceeded tens of millions of million, successfully among the ranks of super apps, and neighboring Cashslide has occupied 70% of the South Korean mobile phone lock screen entrance, has become a market unicorn.

So the lock screen monetization app does have a strong user acquisition capability, so how does it win the market's favor?

One, the source of income rich to win the favor of users

In fact, user recognition is the core function of "making money" from beginning to finish. For users, there is a "white-earned" mindset to earn extra revenue through everyday and unavoidable lock-screen behavior. According to this mentality, the lock screen make Money app also each release tempting propaganda slogan, advertised "a year white earns thousand yuan" of minority. In addition, the lock screen monetization app also distributes revenue-generating tasks to the user through app distribution, and the user can get the specified benefit after completing the task.

In addition to the mission benefits, the lock screen monetization app also adopted a more attractive "head reward mode". User registration will get a unique invitation code, when other users use this invitation code to register, he becomes "offline", when the offline earning revenue, the lock screen Money app will give "superior" in accordance with the prescribed proportion of the additional reward, the reward source is the lock screen Money app.

It is worth noting that the invitation code pattern was first used by some web forums to screen users, and later, the application of the invitation code is more and more extensive. In 2015, the loan treasure has smashed 2 billion of millions of dollars to facilitate users in a short period of accumulation, and before the word of mouth to encourage businesses to settle in, but also to "300 Yuan + coupons" of the generous to encourage the participation of the whole.

In general, the lock screen revenue, mission benefits and the invitation to the proceeds constitute a user's profit source, even if not invite others, do not do the task, users can easily rely on high-frequency Ching to obtain a certain benefit, why not?

Ii. capturing merchants with flow and entrance effects

In addition to delighting users with money, the lock screen monetization app also allows advertisers to sign ad delivery agreements willingly. In the network era, in the CPA, CPM, CPV, CPC and other billing models, the measurement of advertising effectiveness becomes transparent, but no matter what kind of billing model, the final effect of advertising depends on user traffic.

And from the mobile phone lock screen cut into the lock screen money app actually mastered is more valuable than traffic trump card, that is the entrance. Beitar Consulting report shows that the top three of the lock screen monetization app per capita start-up times are 24.2 times, 14.9 times, 11 times. To tell the truth, many people's lock screen startup times is far greater than 24.2 times, and may even reach more than hundreds.

In other words, each user creates a recurring but valuable traffic, such as the lock screen Money app has a total of 20 ads today, and a user's number of launches if more than 20 times, then it indicates that the user will see all the ads, step back, even if a user only started 5 times a day, Then he has seen a maximum of 5 ads and at least 1. In general, this is far more than the average value created by a single user, such as when watching news, the information flow ads will only be viewed once by the user, rather than repeated exposure.

This means that in the lock screen make Money app, the user's start number equals traffic, according to millions of months active users and dozens of times the daily average start count, lock screen make money app user traffic is really considerable, this is the value of the application of the import class.

In the lock screen monetization app, advertisers also need to rely on users to activate their own apps. App Brush download volume is not a secret, but the lock screen money app with a lot of time enough "professional players" to leave a lot of space for advertisers, which makes the lock screen Money app automatically become an app brush factory, advertisers need to brush the volume of apps sent to the app distribution market and by the lock screen monetization app list price , then users can choose whether to download according to their preferences. In short, advertisers rely on huge traffic to achieve the accurate delivery of ads and app downloads and the number of users increased.

Weakened core function, development into the slow lane

As the mobile internet dividend fades away, the growth bottleneck of the lock screen monetization app is becoming increasingly apparent. Compared with Beitar consulting data can be seen, 2015 Hui month active users of the growth rate of more than 40%, red packet lock screen growth rate of more than 37%, cool stroke growth of more than 16%, and to 2016 years, their growth was halved. According to the data of the easy-viewing thousand sails, from October 2016 to December, the number of active users of Hui, cool strokes and red envelopes lock screen is almost flat, even without growth. Visible, lock screen Money app growth pressure has emerged, and the cause of this phenomenon is self-evident.

The most obvious thing is that the core function is gradually weakened. In recent years, the lock screen monetization app has gradually moved towards the platform of the development path. The founder of Hui said in an interview: "We can put a lot of hot information from the Internet to the user first, while relying on big data precision push life services." For example, in the morning we give users to push the weather conditions, noon push delivery service, off-duty push to send bus or taxi services. ”

Today's lock screen Money app gradually provide taxi, navigation, takeaway, shopping and other life services, but the diversification of the platform is actually weakening the core function of "making money". In the early stages of development, users were able to withdraw their points directly upon request, which was a quick trading model. With the integration of diversified services, the application of shopping malls, takeout and other consumer services, coupled with the withdrawal of the conditions of change and increase the difficulty of income accumulation, the user gradually lost the achievements and pleasure, lock screen Money app seems to be to encourage the consumption of software, core functions are being downgraded.

In addition, the time cost increases gradually become the user to expand the profit barrier. Have to say, lock screen make Money app has become more and more complex, on the one hand, the app has introduced new ways to increase the user's income, on the other hand, the adjustment of the income rule also constantly test the user's learning ability. The most direct result of this change is that the simplest and most time-cost lock-screen monetization approach is gradually being squeezed out, and the original lock-screen revenue portion is passed on to other revenue paths such as app tasks and read earnings. Although the lock screen money app is trying to distract the user's attention to more revenue path, but this move is invisible to increase the user's cost of access to income, the user spends more time and more gain is not increased, and the increase in time costs to further filter the active users, the rest is a lot of time, Or it's not too much money.

Face gradually deviate from the original intention of the lock screen to make Money app, realize that the pay and income gradually not proportional to, the user gradually began to lose, even if there are tens of millions of or even hundreds of millions of registered users, but the lock screen to make Money app monthly live user number is always maintained at about 10%, which means that 90% of users are in the drain state, And we don't know how many users are "dying".

Pressure upstream, platform-based strategy into the mainstream

Since the realization of the pressure of growth, lock screen Money app began to think about change strategy, it seems to see the value of the entrance, platform became a common strategy, at present, Hui and cool strokes of the platform is most obvious. Whether the platform can eliminate user stickiness, user growth fatigue or even hidden revenue poor, and so on, it is not known, need time to prove, but at present, the platform after the lock screen Money app may usher in the light.

First, the lock screen to make money market has formed a stable head effect, Hui, cool strokes and red envelopes lock screen three points, although the market lock screen to make money on the software, but most because of late admission, there is no capital support, almost is a little. and the lock screen as a smart phone entrance, the nature of special. On this basis, lock screen to make Money app as long as step by step, continue to provide platform services and high-quality content, may catch users new excitement points.

Second, competition barriers are strengthened. Lock screen Market has long been entrenched lock screen wallpaper and lock screen make money two kinds of apps, although their cross-users are only a few, but there is a theoretical one-way conversion relationship between them, that is, lock screen wallpaper app can be transformed into a more powerful lock screen money app at any time, While the lock screen monetization app cannot be transformed into a single lock screen wallpaper app for service content. With the lock screen monetization app becoming a platform service portal with diversified functions and services, its competitive barriers are firmly established, and any opponents who want to enter this market face greater difficulties than ever before.

Finally, the platform enriches the Revenue channel. In the past, lock screen Money app in order to quickly accumulate users, the initial must be issued a large number of subsidies, accumulated to a certain amount of users, advertising revenue will tend to stabilize, but with the user stickiness and user growth pressure upstream, income pressure also comes, and platform means more revenue sources, For example, Hui access to the hungry of the takeaway service and 58 of the same city information services, and cool strokes access to the Chinese bookstore reading services and the only products will be e-commerce services. By providing third-party platform diversion services, the lock screen monetization app can earn a certain amount of revenue, while the increasing number of third-party portals leads to more stable and rich revenue.

How to reshape the phenomenon level after platform-based

At present, Hui and cool strokes are accelerating the platform, in order to gather more service portals as soon as possible, forming a stronger network effect. After reaching a stage, the platform will be basically completed, based on the lock screen to make Money app essence, after the platform can have two development direction.

One , from the Content field, to the headlines today. lock screen monetization app and today's headline is actually two points more similar. First, advertising marketing is the main revenue. Today's headline profit model has been questioned by many, but growing advertising revenue has answered this question, and lock screen advertising and app distribution has become a key revenue source for the lock screen monetization app;

Second, they are involved in the content domain. Lock screen Making money the information services currently available in the app are mainly read money-making news, which coincides with today's headlines, relying on the quality of information flow services, after nearly 5 years of accumulation, as of the end of October 2016, the number of today's headlines activated more than 600 million users, More than 140 million monthly active users and more than 66 million active users. In addition, in the user's stay time, today's headline single-user daily use more than 76 minutes, which is the same as the high-frequency lock screen behavior.

In this way, the platform-based lock screen monetization app can force the information flow on the lock screen, for example, by intelligently distributing the news and ads to the lock screen for the user's taste, in order to increase the user's stay time, thereby increasing the lock screen advertising exposure. In addition, the flow of information to feed traffic is also a focus, high-quality content can inspire users to share the impulse, and lock screen Money app itself has a strong user absorption mode, timely information flow into the hierarchy of communication system is a desirable means.

Second , from the field of life services into the United States group. The United States is a platform for a model, from the first group purchase site to today's largest living service platform, the United States to achieve from one to many of the transformation. Now, lock screen Money app will also usher in this opportunity, smart they choose from high-frequency life services such as takeout, recruitment and so on, has opened a good head. But at the moment, the lock screen Money app is just a service entrance, only to make simple integration of these services, but with the expansion of user volume, business experience and even the change in market form, personally fencing may become a reality, then, lock screen Money app may be light asset services cut into, Begin an exponential expansion of the Empire territory.

Everything is possible. Lock screen Money app has mastered a unique entrance, in the continued strong platform to promote, lock screen Money app may be able to sweep the haze, usher in a new round of outbreaks, then, the reshaping of the phenomenon will no longer be a problem.

Liu Yan, Zen Road ponder Internet, public number: liukuang110

How does a platform-based lock screen monetization app reshape the phenomenon market?