Message push platform chaos and trend, Message Platform chaos Trend

Message push platform chaos and trend, Message Platform chaos Trend

Recently, I have paid attention to the push field to tell you the current status of push, some of my ideas, and some industry trend judgments. the article consists of two parts, namely, the user interruption of messages, the trend of message channels and various push platforms.

Message user interruption

At present, there are about 12 billion push messages sent by the whole network every day. These messages are mainly sent on Android devices. On average, every Android user receives more than 30 messages every day. Why, it is mainly because of the Android mobile phone ecosystem that it is too difficult to disable messages. therefore, users of Android devices live in message bombing every day. According to some data in the industry, there are no more than 5% Android push entries, from display to click conversion, most messages are useless, disturbing users.

Why do we need to push so many messages? Even a single APP needs to push several messages a day. I learned from some operation staff in the industry that there are many messages pushed by various companies, therefore, we must keep up with the app. If we don't keep up with the user's screen, we will be directed to the screen and cannot display the push content of our app. So we have to send one every few hours, it's such a taste to take a bubble and show your faces.

Another strange situation is that the US president was elected, and one user received dozens of news about the presidential election in one day, and dozens of messages were sent by Apps that were not followed up by the Operation team in a timely manner the next day, the vast majority of users have been disturbed. however, there are still so many users who do not know how to close the service. or, it is painful to think about how to solve the problem (the user is very lazy)

This is the current situation: there are a lot of messages, the conversion is very low, there are few useful messages that are buried

Let's talk about my point of view:

When there are many problematic messages, we all know that it is not profitable, so it is profitable to send them. Even if the conversion rate of a message opened by users is low enough, but there is always better than not, and you still remember to take a bubble to grab a building to reveal your face; so you see, there are so many messages. The core is profitable. Similar to the input-output ratio, the gains are positively weighed against the loss.

Is there no cost for pushing? Otherwise, the user is disturbed after the message is pushed. the user's closing and uninstalling behavior is actually a push cost, or a negative impact. There are two types of companies on the market, the first type is the input-output ratio. The cost and output are positive and profitable, that is, the benefits of pushing messages are greater than the negative impact of disabling and uninstalling messages, therefore, the majority of companies that insist on making persistent payments do not count as much as they do. They are stuck in the above trend and keep repeating.

Therefore, for mobile phone manufacturers, to optimize the message experience, it is necessary to increase the cost, that is, to make more scenarios that disturb users become positive and not profitable, the frequency of user interruption is reduced.

How can this problem be solved? If I am a mobile phone product designer, I will consider the following three aspects:

1. Making it easier for users to close and reject messages

2. Messages are sorted based on a specific user conversion rate and automatically disabled based on policies.

3. Billing

The cost of sending a message to the APP is increased by three dimensions.

1. Now there are so many messages that the decision is sent to the user, so that users can quickly and conveniently close the message of an APP. For example, when the message is displayed, there is a small button to close the APP push, or, similar to the left-sliding experience of Apple, the push button for closing this APP is displayed later. In this way, when some messages are not so useful, the user is disgusted with the ability to quickly close, and the loss of app push is very difficult to reach this user.

2. Messages displayed on the mobile phone are sorted based on A specific user's conversion rate and automatically folded or closed. For example, for A user A, the click conversion of messages pushed on Sina Weibo is good, messages pushed by toutiao have poor conversion effect on this user, so Sina Weibo ranks first. If toutiao's effect is poor for all Apps of this user and messages are often pushed, in this way, you can fold messages and even automatically disable the push of the app. This will motivate apps to send messages that really help users, rather than winning the game. at the same time, for Apps, a message should not be sent, and more careful consideration should be taken. In addition, the presidential election example is also used to get the message late. If the message is not sent, it may be necessary to generate a large volume of messages.

3. Fees are charged based on the number of sent messages, similar to the operator's text message method. We will not discuss it here, and we will offend thousands of developers. I want to say that this model is not impossible, because the profit of a domestic mobile phone is only about 100, he could not cover the cost of self-built message channels. I opened the channel and wanted to leave the money to buy the channel. It was reasonable and there was no problem.

From the product point of view, which mobile phone is the first two, the message experience will be better than others. From the perspective of mobile phone manufacturers, Is he willing to do this on his own push products? Of course, yes, because it is related to the core competitiveness of his mobile phone experience. similar to the current practice of OPPO R9S mobile phones, it is highly opposed to message push, and there is no message push if it is barely opened. Such Taiji terminals, even as users, have lost the right to obtain messages, however, in terms of users' feelings, it is indeed better than constantly accepting spam messages. Therefore, the push messages of Oppo are changed positively, but the product strategy is not good enough. it can be better.

Insert a wide: Technical Article forwarding indexed too much, the source of this article http://www.cnblogs.com/Creator/ and public number: Internet craftsman

 

Trend analysis of each push Platform

From the perspective of mobile phone manufacturers, Android Push messages are currently implemented by various backend Service persistent connections. The problem is that mobile phone users complain about the high power consumption and traffic theft of mobile phones; therefore, some mobile phones do not allow long connections for pushing (such as Xiaomi Huawei) and system-level push to improve their product competitiveness. Some of them are aware of this problem, however, these vendors do not have the ability to build a system-level message push system, but they want to make their mobile phones more powerful, so they can only force applications to be killed.

At present, manufacturers and developers who have not yet figured out the benefits of self-built message push for themselves are actually playing a cat and mouse game. In order to make their mobile phones have high endurance, therefore, he wants to kill applications, but the manufacturers cannot kill all of them, because the mobile phone users cannot receive notifications, and there is also a problem with the experience; therefore, some vendors have made some strategies (for example, there are only several processes in the background) to improve the endurance and influence the way user messages are delivered; for their own benefit (Message pushing is the key to daily activity and user consumption duration), developers are desperately trying to bypass the vendor's strategy of being killed, at the same time, try to show more messages to users while they are alive, and historical messages are also sent, similar to the flood of waste after a long time;

 

For manufacturers, the self-built system push message channel must be the development trend in the future. Only in this way can we maximize the endurance and solve the problem of stealing traffic. This road is imperative for manufacturers..

 

When manufacturers decide to have their own system push message channels, what should they do after the current Aurora, push, and BAT push platforms? Are you sure you don't need them at all.

Some people say that we still need people to do integration, because there are so many vendors, but from the perspective of years of Internet R & D experience, we only need one open-source project to integrate various manufacturers, A company does not need to provide services in the form of business. Of course, if the company that is currently engaged in push business can cooperate with the manufacturer to obtain something that is not available to common developers (such as detailed receipt reports ), it may be necessary for him to exist, but it seems that this business model is a little weak!

For the current push platform, there is a way to go, that is, embrace changes; no one can change the trend, but they can use the trend; now, Huawei and Xiaomi are the only ones who can push messages at the system level. Therefore, the push platform can quickly cooperate with other vendors to become their official system channel; this is now available because other manufacturers, such as OPPO, VIVO, and meizu, do not think that system-level push messages are what mobile phone manufacturers need to do, however, in order to improve the endurance ability, some people can solve their difficulties, so that they can get the benefits of improved product endurance. after the push platform becomes an official channel, it continues to do its current work. By the way, it explains what they are currently doing. The goal is not only to push services, but to sell data applications and precision advertisements, this is the correct way to push SAAS.

Another way is that the data applications and precision advertisements of various push platforms have already begun, and they have inherent advantages. They can talk with various manufacturers and leave their persistent connections, the right of a mobile phone with a persistent connection Link (it will not affect their services anyway, because it can receive messages and arouse other apps), so that their services will continue to develop as they were originally; as for why a vendor wants to leave a platform, of course, the push platform needs to get some benefits to the vendor. The results of business cooperation depend entirely on the number of companies that can stay. in this mode, all the major manufacturers have the power to generate and kill a push platform.

The high-value small business of pushing messages is about to embrace a new round of changes.