Application and cause analysis of mobile internet extinction: Apocalypse of survivors

--2012 year, what is your most impressive mobile application?

Micro-letter, Mo mo, sing it ... Investor entrepreneurs ' answers are highly convergent.

What are the failures that have impressed you?

...... (Can't remember, don't want to say)

Happy families are similar to memories, and unhappy families are different. In business, the most unfortunate is the demise and failure that no one remembers.

Starting in 2009, after two years of 2010 and 2011, the "Age of Innocence" of mobile internet start-ups tends to end in 2012, or it will enter a new stage. The new stage is characterized by: 1, China's smartphone users into 300 million orders of magnitude, which means not only the volume of growth, the user structure is also changing. 2, pure tool-type application of the attraction will not be too big, for new tools, all kinds of tools of the "pit" is accounted for almost, limited opportunities; for the old tools, the application is faced with the needs of community, cloud transformation. 3, the Giants will exert great pressure on innovative start-up companies, as Cai said on Weibo: "The popularity and use of micro-letters is high, so that more than 50% of apps now become worthless, the entire mobile Internet application into the re-layout phase." ”

Which applications die before the new phase arrives? What are the first-stage features of their failure? What are the implications for survivors? The top net every year will release a Chinese handset software TOP50 strong, we from 2010 This list, singled out several representative, has fallen contestant, slightly does the retrospective and the analysis. What needs to be explained here is that "death" or "extinction" is not necessarily specific to the liquidation of the company, the product has ceased to be updated, but also the product and mode has gone into a dead end.

Mobile phone Big Head

Dead: A strong WAP stamp, an epitaph for the application of integration classes

Mobile phone big Head, can be regarded as one of the earliest mobile phone applications, in the era of Symbian has accumulated tens of millions of users, the parent company's Big Head Wireless is a finalist "Red herring" 2008 Asian Hundred Enterprises Candidate list. In the era of the use of the Symbian, the mobile phone has integrated news, video, music, reading and other types of applications, can be said to be full of mobile entertainment, but because the host content too much, the user experience has declined, the UI has been stuck in the level of WAP level.

Mobile phone in 2011 when Android, iOS Tide came, but also made some changes to themselves, but the 3G era brings not only the update of the system, but also the changes in user needs. With the gradual vertical and refinement of the app function, the traditional multifunctional integrated app is not only lack of experience, but also can not provide more professional and abundant reserves in the content, which is the disappearance of software.

In early 2011, after the award, mobile phone Big head Last updated on the July 22, 2011 V8.1.0 version, in the download message version can also see such as "The big head can reproduce the big head of the Symbian era" words.

Mobile Letter

Death: Closure and operator thinking

Perhaps it is not justified to have a software that still has about 90 million active users in the demise list. But a software, need not only is the fullness of reality, more need is the future of sufficient imagination space, otherwise will only end up a class Netscape's fate.

Today, this has been flying research and development 5 years and burned 3 billion silver instant messaging software, compared with the first Tencent QQ, covering users less than the latter one-fifth, the average monthly use time is less than one-forty fifth of the latter.

The reason, the mobile closed temperament and operator thinking, make fly-flying missed the opportunity to become another QQ or micro-letter. Its product and function of the starting point of thinking, basically is how to "Boss" to attract, activate more users, rather than create a cross-platform platform, can attract a large number of mobile internet users. With the advent of the mobile internet era, and the opening of the 3G system, flying a letter is inevitable--not to mention the inefficiency of the central enterprises.

In fact, when the market has not abandoned the letter, it has been tongshicaoge. China Mobile on September 28, 2011 released the new product "Fly Chat", which is a function directly above the "flying" on the basis of the product-only in the letter on the basis of the increase can be realized across the platform free text messaging.

Open, on the side of the street

Dead: Not following the vicissitudes of "mobile" early behavior, and the collapse of Silicon Valley sync assistants

Foursquare's "Sync Assistant" in 2012 encountered a collective landslide, the grand cut customers have already transformed the coupon and obscurity, muttered simply to do a Pinterest model of the picture sharing, even if it is in China check in the authority-level application street, also gave up the idea of pure lbs check-in , but through data mining, the food recommended work.

It may be from the simplest point of view: User behavior and motivation to reflect the decline of "check-in". "Mobile" just rise, check-in or a quite "tide" behavior, but then with the "mobile" popularity, the behavior has been "chicken", and the corresponding "check-in" app did not follow the evolution of the time. Street side NET CEO Liu Davei has thought: "Now lbs geographical service has become the basic function of mobile Internet, many apps have their own functions such as check-in, in the current phase of the check-in may have been unable to meet the needs of users." ”

The rise and fall of attendance, but also developers, VC blindly follow and copy the Silicon Valley model results. As the next wave of mobile apps is more deeply involved in local life and services, simply synchronizing the Silicon Valley model, regardless of the real needs of local users, will be less useful.

In fact, there are some places to celebrate, after all, lbs check-in in its scenery, the accumulation of a part of the ability to consume the petty bourgeoisie users, and its every check-in, the authenticity of the comments and persuasion are higher than the online comment station, because of its data accumulation under the value can be turned to do his This is a simple lbs check-in application in the transformation process of the only life-saving straw.