BAT game, Entrepreneur's chicken and egg dilemma

2014, the tenth year of the Rise of China Mobile internet. The growing wave of bat mergers and acquisitions continues to cloud the mobile internet, in 2013 the protagonist is the application of distribution-Baidu 1.9 billion U.S. dollars to acquire 91 assistants, set a record Internet acquisition amount. 2014, mobile browser into the whirlpool.

As one of the earliest pioneering products of China Mobile Internet, the mobile browser attracts the Internet enterprises of all sizes as entry-level products. To some extent, the development of mobile browsers is also the epitome of mobile internet.

BAT Game

In terms of capital and market patterns, the ten-year watershed is certainly clear enough. UC merged Alibaba with more than $4 billion trillion in market capitalisation to refresh the record of 91 assistants ' transactions by more than twice times the market capitalisation. The focus on numbers is narrow, but the numbers behind it also drive industry change:

First, the battle between browsers and application distribution platforms is beginning to be seen in some way. Single from the capital level of value judgments, UC 4 billion U.S. dollars is 91 of 1.9 billion U.S. dollars twice times more, mobile browser far beyond the application distribution platform.

Second, bat in the mobile end of the competition pattern reshuffle. The first to enter the UC browser based on the first advantage and 10 years of accumulation, long-term occupy the top priority. UC Browser for the core of the nine-game platform, God Horse search, Book flags, pp assistants and other business, the completion of Alibaba in the mobile traffic entrance, search, hand tour, novel, distribution, such as mobile internet short Board, bat Baidu appeared straggling situation.

Third, Tencent, Baidu, 360, millet and other enterprises in the mobile browser to follow up quickly. QQ Browser has been closely followed UC, and strive to catch up, Baidu is unwilling to follow, by the search advantage strong Baidu Browser. According to Cnit released 2014 years Q3 Mobile browser report shows that UC browser, QQ browser, Baidu Browser ranked top three. On the one hand, mobile browser to become Bat game, on the other hand, mobile browser ecological competition situation fade, independent mobile phone browser has no chance.

From this point of view, mobile browser is not an entrepreneur's tuyere. Zoom in on the Mobile Internet field, BAT's game coverage is never a good outlet.

Ecological construction: The dilemma of the entrepreneur's chicken and egg

2014 Mobile browser market like a "duck splashing", seemingly calm, but actually choppy, a little action will be a grinding gun.

This April, UC Browser launched a computer version, 360 on the same day to upgrade the mobile version of the browser, deep into each other's hinterland. Playing is a cross screen. Before this, multi-screen interaction became browser manufacturers frequently mentioned vocabulary, QQ Browser strongly strengthen its multiple screen function. Terminal brand fragmentation, the formation of the hardware "island effect", breaking the hardware barrier has become a move to open the ecological channel an important step.

May, the introduction of God Horse Search, mobile search competition white-hot. Major Internet companies based on mobile browsers, increase the investment in mobile search, Baidu search to increase the mobile phone Baidu, Baidu browser flow conversion, Sogou search "three-stage rocket" strategy set sail again. November, Alibaba listed the first "Double 11" day sales breakthrough 57.1 billion, and set off the electric business war. Taobao/cat, behind the Beijing-east, UC Browser, QQ browser, such as mobile phone browser figure if present. December, the ticket to the war as scheduled, but 12306.cn was attacked leaked a large number of user information, the dramatic Third-party grab the ticket browser pushed to the tip of the waves.

Around the entrance, life, service and other fields, mobile phone browser Interactive, the first in the hardware to achieve closed-loop interaction, test water mobile shopping, grab tickets, Rob mobile phone functions, search and other functions, in the application to create a closed-loop ecology. So far, the browser's software and hardware of the ecological embryonic beginning. When an industry develops to the ecological competition, the dilemma of the newcomers is not whether to choose the right tuyere, but to solve the dilemma of chicken and egg--no user is not enough to become ecological, no ecology is not enough to attract users.

For the mobile Internet, the ecological construction is very beautiful, but can break through the plight of few.

Walk more than one leg, be careful.

10 years ago Limited to the network environment, mobile browser competition is speed; But most of these mainstream browsers have. The current browser competition is not the dominant competition of tools and products, but the matching resources, which includes three distribution channels, content and closed-loop channels.

From the channels. The simple function bright spot attracts the user to be very difficult, the brand and the channel become the important way which the user accumulates. Mobile browser Three strong--uc browser, QQ browser, Baidu Browser, 360 browser is actually the Chinese application distribution four, UC acquired the PP assistant after the domestic largest iOS escape channel; QQ Browser is Tencent application treasure, Baidu acquired 91 assistants, plus mobile phone Baidu, become the first major distribution platform-to a certain extent, the user accumulation or need channel strength.

Look at the content. According to Cnit's monitoring report, in addition to searching for information and browsing the Web, users began to develop the habit of using mobile browser multiple functions. Some users start shopping, playing games, reading novels, etc. through third party mobile browsers. For example, UC Browser and the cat to cooperate with the introduction of online shopping for preferential activities; Baidu Browser launched a special version of Millet grab machine, test water mobile shopping. Content resources supporting resources can also increase the stickiness of users, such as the nine game is the UC user stickiness of one of the basic, more to see the cheetah, search for Baidu are resources to complement the formation of the brand advantage. Alone to meet the user browsing the Web browser is difficult to keep up with the pace, mobile browser competition focus is "ability" and "service", playing is the ecology.

From the closed-loop channel. With the change of the demand of mobile users to the service-oriented information, the more complicated the demand of people, the more urgent the access. If you want to play the game in the browser, it needs to be distributed; If you are shopping, you need to pay for it; On the content, we need to build an integrated ecological closed-loop.

Corresponding to bat, Alibaba browser ecological embodiment of: UC Browser +PP assistant + nine + book flag novel + God Horse Search + Alipay + Taobao/day cat + Gold Map ...

Tencent's browser ecology embodies: QQ browser + micro-letter + application Bao + Tencent games + Tencent Literature + Sogou search + micro-letter Payment + Beijing East/Public comment + Tencent map

Baidu's browser ecological embodiment: Mobile phone Baidu + Baidu browser +91 Assistants + direct number + Baidu mobile search + Baidu Map

From the ecological construction of bat, the mobile browser corresponds to the closed-loop ecology is mostly: Browser + distribution + content (games, novels, etc.) + closed-loop channel (search + pay + map, etc.).

Mobile browser is not a product of competition. Many legs walk on the situation, the new person is careful nonsense.