An interpretation of the mobile experiment of watercress: how to build a vertical Class A

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The group's mobile internet strategy, which has just been renamed as the "cat's Eye Movie" by the American group's vertical movie app, is no longer just staring at its own group-buying clients, but rather a standalone app facing vertical market segments. Now let's look at another company that has already started to subdivide and separate apps in the mobile field--watercress.

Watercress has launched 10 applications in the mobile end: Watercress Group, watercress broadcast, watercress film, watercress music people, watercress activities, watercress reading, watercress purchase books, watercress notes, watercress online activities, Watercress FM. The idea of an app doing only one thing is vividly reflected in the mobile strategy of watercress. In fact, watercress made this decision not out of "theoretical guidance", but from their user behavior data-now, watercress monthly more than 100 million times a month of users landing, most of their behavior in the 1~2 thing, some heavy users do more things.

But even so, some of the app also appears to be a bit too detailed, such as the watercress broadcast, watercress online activities to make a separate app, will be some cost resources and costs? Watercress product Owner told me, in fact, some of these apps are watercress laboratory products, with experimental properties, such as online activities. In the future, do not rule out some of the existing apps will be merged, but it is certain that there will be no "all-inclusive" of watercress app.

At the same time, "one app is just a thing" doesn't mean that the Watercress app is translating the online functionality they will design and transform the structure and function of each app according to the characteristics of the mobile usage scene, for example, the content of the Watercress app is based on a lot of high quality UGC content of "watercress in the same city". But the user in the mobile scene, the UGC demand is very weak, more needs is discovers the fun activity, and carries on the activity the management and the schedule plan.

Compared with other vertical apps, watercress apps has some unique advantages:

First of all, watercress on the user in various vertical areas of the behavior is very understanding of user data sharing and analysis have a strong ability to rely on a large number of high-quality UGC content, they can more easily content customization.

Second, in the future, across the watercress apps function will enhance each other, such as through watercress broadcast access to watercress FM, etc., a number of domain account system is other vertical type of app is incomparable.

Finally, because watercress itself is a popular communication platform, so in the spread of the app and promotion also has certain advantages and convenience.

Another noteworthy topic is watercress in mobile terminals on the ability to become, in fact, watercress in considering the design of existing paid products, they have been considered in the mobile end of the derivation, trying to ensure that there is a consistent business model to do more expansion. I think the most typical example is the Watercress movie app, the Watercress reading app and the Watercress Purchase book single app.

Buy books, watercress films and watercress reading

In the Watercress film app, in addition to the PC end of the original video, detailed information, film review, collection and purchase tickets, and other functions, but also added to query the function of nearby cinemas, the introduction of LBS attributes become a powerful guarantee of liquidity.

Watercress reading app in the current concept of mobile reading, but also to help the vast number of watercress on the author found a good profit model, watercress, an author Ding February 18 received a watercress notice in watercress to read the January income, Two of the works, priced at 1.99 yuan and 5 RMB respectively, were sold in 8,272, earning 29118.33 yuan. It seems that the "pay for content" model is not unsuccessful.

In addition to the regular function of the book, the application also added an ISBN scan function, when you use mobile phone scanning paper Book ISBN barcode, watercress can quickly find the book online for you, and add it to the purchase list.

In addition to these apps, we know that the surrounding life is obviously a huge potential for the production of products, but this obviously should have the characteristics of the LBS product is the first release of the PC version, watercress product owner said, in fact, the surrounding life is also in accordance with the mobile product planning, They chose the desktop startup strategy to accumulate user data.

Today, through the mobile end to visit the watercress user accounted for more and more high, this number increased twice times in 2012, so in the future there will be more watercress app birth, in addition to the product line with watercress, they will try some of the desktop does not have the app. In SNS, because the watercress community is built around the interests of the stranger community, early evening transfer to the mobile end, they are also experimenting with a variety of specific forms.