An alternative social contest, the war on mobile interconnected platforms

The biggest difference between the mobile internet and the traditional internet is that people and machines are generally one-to-one or one-to-many in mobile Internet, while the traditional internet is a many-to-many form. This distinction extends to a deeper level, making the personal tools of mobile platform terminals-most commonly mobile platforms-more profound, thus becoming an extension of human beings themselves.

This is why in the mobile Internet war, the entrance controversy is so important the core reason. The portals of the mobile platform are more valuable and efficient, and the experience and user habits of the mobile platform will be very different from the traditional internet, both at the product end and the client side. As you can see, the Internet's mobile operators, mobile search, mobile media, mobile IM, and so the development of a very sound products, but all on the mobile Internet platform on the continuous reform-whether itself or external pressure.

Mobility drives social networking into a battleground

And, of course, socializing.

Social networking in the traditional Internet domain is not a dominant application, more competitive focus. Almost every Internet station will have functions such as chicken in the Forum; and if not Hunan TV's super Girl Fast male, Baidu bar This product will be like a forum as quiet down; happy finally reduced to a web game community and nearly disappeared; even the Chinese, everyone, and other rigid social needs based on the relationship between students and other products have not been able to continue to fire.

And so on, the root cause is as described above, people and terminals in the traditional internet age is fragmented, break-through contact, and social demand is continuous and immediate. Therefore, the traditional internet age of social applications, "will living room characteristics" more obvious, that is, periodic visits and communication, such as visitors to visit the owner. In this way, the inevitable trend is: first, QQ space direction, users decorate their own "spaces" in various ways, reception visitors; second, the media direction, as the information and views of the Office, waiting for communication and exchange of views.

The current media characteristics of the rampant microblogging products are becoming more and more obvious, which is the intrinsic reason.

Of course, fortunately, the rise of the mobile internet in recent years has made it a turnaround for social products, including Weibo. Because, at least on the basis of demand, solve the problem of continuous link between people and tools-mobile phones and other mobile terminals carry, can occur immediately social behavior. Beyond this, other external factors include the rapid development of wireless networks (such as the popularity of 3G, the advent of 4G), the popularity of intelligent terminals (lower prices, lower configuration), the relentless drive of operators (cheaper traffic packages), and the product push of mobile internet companies.

Mobile phone QQ, micro-letter, Mo Mo, Ishin, contacts, micro-vision, micron ... Mobile Internet competition is almost a competition for mobile networking, as the domestic mobile social market giants flock.

Market just open subdivision and vertical is the trend

As the mobile Internet competition has just begun, the mobile social market is just beginning, not as many commentators have said, that micro-letters or certain products have become monopolies.

The status quo is that everyone is robbing sites and users, and users are experiencing all kinds of new social products with curiosity and delicacy. Because of the characteristics of the mobile Internet human-computer integration, the next direction of development is necessarily "subdivision and vertical"-the same applies to almost all mobile Internet applications.

Specifically, the dimensions might include:

First, product-level segmentation: from micro-blogging to micro-vision, is the evolution of social expression from text to speech to short video (and then long video). Although from the product side and the market performance, it cannot be said that micro-vision is higher than Weibo, but from the form of representation, the latter's trend is no doubt--the inescapable fact is that micro-blogging, micro-credit and so on have begun to collaborate to integrate short video functions to enrich the user based on the platform of social behavior. However, as an example, it is taking the development direction of independent platform, but not the plug-ins of the former two.

Second, the demand-level breakdown: For example, Weibo is a weak social relationship, now there is a more media trend; micro-letter is a strong social relationship, but its communication and platform function is the core, between the two, Ishin and so on, IM and social and platform traces have, is not yet stereotypes; Compared with the previous two information and the expression of views, based on the micro-view of the user's self "performance" and "play" the composition is more. These are the main battlefield of mobile social products at present.

In addition to this, vertical functions and applications based on subdivision requirements have also begun to rise. For example, the "Instant sex Stranger Social", although by the early marketing bias, became "about cannon artifact", but the stranger social market does have its needs, and in micro-letters, micro-BO and other large products are slowly introduced, such as "Shake". For example, the "Private society" originated from Snapchat, which was quickly transformed into a "burn after reading" function, was also integrated into the social products-the micro-view new version has this function, and video to combine, its imaginary space is worth looking forward to.

There is "group social", which is a new hot spot recently. From the watercress "interest group", hand Q new version of "Search nearby group", to mobile version of Baidu Bar, to the "Together", and then to the beginning of Sina Micron, based on interest, lbs and other groups of social needs are high-profile excavation, in other social functions and products, dug up a new market.

In addition to subdivision and perpendicularity, the trend is to add value and Cross-border, for example, social commerce, social games, and so on, which is another question.

Operators should not be underestimated

The current social market is the world of Internet companies, the market is also talking about internet thinking, talk about the internet to the traditional industry subversion, especially after the micro-letter out, telecom operators are considered a precarious end came.

Trends notwithstanding, there is a suspicion of overkill.

Social interaction is essentially a human connection, and mobile socializing is simply an increase in intelligent terminals as a carrier.

And this concept has actually been implemented by mobile phone numbers long ago, and operators also based on this done more Internet products, such as flying, although not too successful, but it can be seen that the concept of market education has been slowly civilized, and with the gradual opening of the telecommunications market, private forces to join, its potential is absolutely not to be underestimated.

For example, in terms of user numbers, the current micro-letter is about 600 million users, and China Mobile users more than 700 million, the number of domestic mobile phone users is more than 1.2 billion, and the loyalty of these users, and the social way-SMS and voice telephone-are far more habitual than the new social products.

Abroad in the 3G era has done similar attempts, such as voice and SMS low tariffs and even free, and through the Internet-type value-added services, such as revenue sources. It can be imagined that if China Mobile were to make a similar breakthrough in the 4G era, how could the status of micro-credit be really hard to say.