360 Mobile search content is a mishap

Recently, 360 President Xiangdong first announced mobile search target: Two years to overtake PC search. Currently 360 PC search market share of 30% (there is no you know), is expected to break through 35% at the end of the year. This means that 360 mobile search target is at least 35%, I do not know Baidu and UC listen to this comment how to think.

Time to return to August, Zhou in the second quarter of the results of public dissatisfaction with the 360 mobile search, and revealed that 360 is doing two things: one is to move a large number of PC search team to mobile search, the second is to increase the strength of recruitment, to rebuild the mobile search team. In fact, "3B war" slowed the 360 in the Mobile search field layout, a positive gesture of 360 seems to be with Baidu, God Horse a higher.

It is worth pondering that, on the eve of the Mid-Autumn Festival, 360 mobile search responsible Chenli people leave, so that 360 of the move search cast shadow. At the same time he published on the personal micro-blog on the mobile search some thinking, Google technology Daniel from his 360 did not increase the search technology input does not agree, just make him decide and Zhou 祎 parted.

Currently 360 mobile search for total search traffic percent, the slow half of the 360 can make a breakthrough in the field of mobile search? As Chenli People's view, I am not too optimistic about the market share breakthrough 30%, can only hehe.

The channel builds unfavorable

Sogou CEO Wang Xiaoquan proposed "three-stage rocket" model is a good interpretation of the search development path, sogou by virtue of input Method-browser-Sogou Search three booster, in the 360 search before the launch has been in the market second position. 360 search on the line, with security defender-browser-navigation (360 search) to obtain a large number of traffic, within a week nearly 10% market share, Sogou search second runner-up.

Although mobile portals are showing signs of differentiation, similar to PC searches, mobile search is still not able to escape the reliance on mobile browsers, and more than 70% of search responses occur on mobile browsers. With the leading edge of the browser, April UC launched the god Horse Search from the hands of Baidu grabbed 10% of the share of users and user penetration is beyond the Sogou, successfully ranked second in the market.

Zhou 360, the mobile phone defender and mobile phone assistants in the strategic priority position. Subject to corporate strategy, browsers have been marginalized and the internal team has changed over time. Zhou even threatened, "mobile browser is different from PC browser, does not have the import function".

After the old perimeter time lobbying, November 2013 360 to re-establish the mobile phone browser team, using news, video and other natural advantages from the content perspective into the browser market, and through the channels such as mobile phone to push. At present, the total number of mobile browser users breakthrough 100 million, but the market share and user activity and UC, QQ still have a small gap.

Q2 data show that mobile phone QQ, UC and mobile phone Baidu 38.49%, 25.82% and 15.02% of the share of mobile phone browser market occupy the top three, three market share of more than 80%, leaving 360 of the imagination space is limited.

In addition, the development of independent app has become an essential part of mobile search. Baidu, Sogou, and so on have increased the search app brand and product input, mobile phone Baidu total number of users to break 500 million, day active users more than 50 million, sogou through the depth of cooperation with micro-letter to take a differentiated route. And 360 in the PC search accumulated brand advantage did not give its expansion of mobile search bonus points, the formation of the mobile search team is still mainly to do based on PC search (keyword search) optimization work, products and no qualitative changes, 360 of the search app installation can not make breakthroughs naturally.

Poor search product Experience

Users of a search engine as the first choice, mainly including the use of habits, search experience, brand emotion and other factors. Among them, the choice of PC end brand has the most influence on the mobile end, obviously, 360 search compared to Baidu does not have the advantage, 360 exerting emphasis should put on the search experience.

The search experience includes high search matching degree, good operation experience, high security, less advertisement and so on. 360 Mobile search starts early next year, while security is 360 core competencies. Compared with security and advertising factors, users pay more attention to search matching degree and operation experience, which can not be separated from the accumulation and innovation of search technology.

Enumerate 360 successful products, its good at playing the user habits and consumption patterns, but in the technical innovation does not have the advantage. Chenli said, "Search technology is a necessary condition for mobile search, but not sufficient conditions." The promotion of the search experience can form the user's reputation and stickiness.

In addition to improving the traditional keyword search methods, based on mobile phone features (microphones, sensors, cameras, etc.) to develop unique technology and product form is becoming a mobile search trend. 360 is in the initial stage, and Baidu relies on a strong voice recognition and image recognition technology, has been in the voice search and image search accumulated a lot of experience, and the formation of product competitiveness, God horse search through the integration of Ali and the original Baidu a team to expand the technical strength.

Search content is a mishap

Whether it is a PC search or mobile search, the results of the search can not be separated from the rich content for support, through the existing Web site content index to show to the user. But the search engine itself does not produce content, therefore must increase to the content construction investment.

Baidu in the encyclopedia, Stick, library, know and so perfect content; God horse search through through through the PP mobile phone assistant and Taobao Big data, the development of app search, shopping search, novel search 3 features features, integrated search encyclopedia, answer the Sogou also formed a lot of content system. Anti-View 360, although it also dabbled in encyclopedia and question and answer, but the quality of the content is worrying, 36,000 branch wantonly copied Baidu Encyclopedia, user activity is not high cause the question and answer content is not perfect.

In addition to its own content construction, users will continue to use a product for certain unique content, forming Word-of-mouth and stickiness, so search engines have to acquire or cooperate with unique content, question and answer website (know), healthy community, travel community, etc. In the absence of brand and channel, the content may be the breakthrough of 360 mobile search, but due to the lack of quality content, 360 traffic and users is still a challenge.

In addition, the development of HTML5 and app two technology directions is still unknown and must be prepared with both hands. If the app represents the future, content could form an island of information, and the search platform must increase its commitment to open in app and build content partnerships with app developers. Baidu has absorbed nearly 300,000 developers by acquiring 91 of wireless, and has further launched its support program, while 360 has not made any breakthrough in this regard.

It is noteworthy that, unlike the social product of the virus spread, the user's choice of search engine based on long-term habits, which means that the mobile search war is bound to be a protracted battle, the practice of all the internal strength is the right path. And Baidu in the search field of accumulation, not competitors can catch up and copy in the short term.

Technical strength extraordinary horse still can't shake Baidu, 360 want to catch up, difficult! As a believer in products, in the not optimistic about the 360 mobile search at the same time, for the enjoyment of short-term dividend of the god horse, but also skeptical attitude.