Phone software not long after the deletion of the app in the end what is the disease?

Direct hit scene

The era of PC Internet is drifting away, the mobile internet's entrepreneurial tide is surging. In the 2014, China became the country with the largest number of smartphone users, while the wildly growing app was occupying a new outlet. It is understood that China's main application store app has accumulated more than 4 million, but faced with the elimination of "zombie application" up to 80% or so.

"The app has an average life cycle of only 10 months, and 85% of users will remove their downloaded apps from their phones within 1 months, and after 5 months, they will have a retention rate of only 5%," the consultant's analyst said recently. ”

For reasons of low retention, Ye Shi, vice president of friends, said, "In general, an app has a unique and fairly fixed life cycle." The main reason for the current short life cycle is that the homogeneity of competition is severe, and some apps lack effective operation, resulting in user churn. "Daily economic news" reporters through interviews and access to information found that in fact, the app is due to a variety of "disease", resulting in a low retention rate.

Homogeneous competition

Because of the low development threshold and the saturation of the entire app market, homogeneous applications are flooding the market. And the homogeneity of one of the biggest reasons is that at present, a lot of app development, positioning is not clear, the need for confusion, can be summed up as the following "illness."

Forum sickness: Some old app entrepreneurs have been through the BBS era, so from the beginning they didn't know where the difference between social and community.

Minority disease: Now the market everyone speaks small and beautiful, but small and the United States is definitely not a simple minority.

Westernization disease: Foreign What fire, domestic entrepreneurs do what. In fact, many foreign products may not adapt to China at all. Analysis of demand, rather than copying the play routines, to find the corresponding new generation of young people are not satisfied with the demand, with the localization of fresh play to meet, is the way to win.

A recruit fresh sickness: a lot of products come up the idea is really good, but the lack of continuous innovation iteration ability, prematurely put the resources into the tactical operation, rather than the strategic level of product grinding, this is a fire on the deceased's common disease.

Improper operation

In addition to the homogeneity of the competition leads to unclear positioning of developers, the need for confusion, the internal reasons for the developer itself is also an important factor leading to the short life cycle of the app.

For example, some app developers just focus on development, but how to run users after the online, improve the retention rate, etc., seems very vacant. For example, at the operational level, developers need more tools such as statistical analysis, message push, and user feedback to achieve more granular user marketing and fine-grained management of entrepreneurial teams. Ye Shi says developers need to continually meet the needs of their users and focus on data-based operations. "Because users ' points of interest are constantly migrating, this is both a test and an opportunity for developers. ”

The reality is that, at present, most entrepreneurial teams are difficult to achieve the above requirements, and in the operation, management, marketing shows the following "lesions."

Propaganda disease: Go to see AppStore, how much propaganda copy let consumers see the heart straight itch, but after downloading most consumers will be very disappointed, propaganda over led to greatly raise the user's expectations, once the experience can not keep up, even if it is already very good products, it will inevitably be rejected.

High-cost disease: consumers are too expensive to participate in some apps. For example, if consumers want to find a sense of presence and belonging in an app, they must take a video or record a sound or go somewhere, exhausted.

Transfer cost disease: Some products, have done very carefully, very good, but because the product corresponding to the demand may have been a competitor fully satisfied, resulting in the user's transfer cost is too high.

Rushed into the disease: social apps have the highest mortality rate. Social products In fact the threshold is not the idea or product, but in the operation, here is the entrepreneur's understanding of the user, the resources of the control, and with the platform to dance, the ability to access users from the platform, the topic of the production of public relations ability, financing capacity. There are too many entrepreneurs in the social apps field who are too confused to get the most out of the picture.

Information overload disease: a lot of social apps, the user just entered the experience really did not say, but often in the number of users rapid explosion, this kind of app, fell into the information overload of the ocean, gradually abandoned by users.

Lack of financing capacity disease: it is very difficult to have hematopoietic ability, but also want to burn money to make a large number of users, this needs to invest a lot of blood transfusion, so financing capacity and timing determines the life and death of many apps. Missing financing opportunities is sometimes deadly.

Phone software not long after the deletion of the app in the end what is the disease?