BAT mobile Internet battle: Giants accelerate integration of access advantages highlights

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

As mobile internet volumes grow, the entire IT industry will be the first to commercialize mobile products in the coming years. However, in the process of commercialization, BAT has to face the problem of market expansion and user growth.

Tencent, for example, has almost stalled quarterly growth in micro-letters, according to Tencent's new earnings report. In this case, Tencent must through other means, so that their mobile products and ecological combination to support the huge commercial market, Micro Bo is clearly not reliable, Tencent has closed it off, as for the previous input method, search, has also been merged into the Sogou, now Tencent began to support micro-vision, hope that through micro-vision can establish a new growth point.

Can be seen, Tencent more attention to tactics, but the lack of strategic depth, from its diversified movements, Tencent's planning is not very strong, there is a "can be successful on the reservation, not successful to throw away" business attitude.

In this regard, Baidu performance is much more mature, but also strategic and tactical. Baidu has 14 users of hundreds of millions of applications, basically in the same situation, such as mobile phone Baidu, Baidu input method, Baidu browser, Baidu map and other products are also really called Ace Application, in their respective fields are in the leading edge. Baidu can do this, the reason is that the mentality of Baidu is very peaceful, for short board, Baidu actively find ways to solve, for example, through the acquisition of PPS, 91 assistants, such as strengthening business advantages, it is in this case, Baidu's strength has been strengthened, the short board has been made up, with the payment system to improve, Baidu in the Mobile field has basically no blank.

From the case of Baidu we can see that all mobile products are designed to follow several elements: How to design products to meet or even create demand, the use of scene creation, consumer closed-loop construction, interoperability between products and support and so on. As Ali and Tencent all have these problems, the previous taxi software war can be seen as the key to their efforts to address these problems.

It is not to be doubted that mobile phone taxis did in the first place eliminate information asymmetry, while the two subsidy policy also stimulated the use of both taxis and passengers, both of which designed products to meet demand and create usage scenarios. Then, in the entire use of the taxi software, the user's mobile payment habits were quickly developed, set up a consumer closed loop, but also a mobile ecosystem linkage.

Of course, the intention of the two families to do this may simply be to cultivate the user's mobile payment habits. However, it is important to note that mobile payment is not an end in itself, but a means of doing so, rather than having a payment link. People are willing to use mobile payment, not because they want to pay, but to use the scene to pay. Without the use of scenarios and user needs, the convenient means of payment will be the same as chicken ribs.

So, this aspect Baidu goes in front again. How does that work? Although the mobile phone taxi war is very hot, but after the abolition of subsidies, rental drivers and the use of passengers have declined, frankly speaking, you do not have any good, who will be used? Not to mention the taxi driver using a taxi software may also bring security risks. And Baidu? We look at the recent introduction of Baidu Direct number, it is clearly in the user set up a new life service platform and mobile consumer platform. Direct number can not only cover many of Baidu's imports, such as mobile search, maps, accounts, personalized recommendations, and so on, the key is that it can provide one-stop service, including evaluation of the view, map inquiries, merchandise booking, this scene is obviously more than a taxi software to give a lot of power.

To see Alibaba. The rumors of a wireless high level change are clearly substantiated. Ali wanted to make contacts like micro-letter mobile social platform to tie the user, but the exchange did not provide more value to users, there is not enough power to pull the micro-letter users to and from, which led to the group's large amount of investment in the water drift. At the same time also led to Alibaba's mobile hand only the mobile phone Taobao, Alipay and the gold map three. Although Ali is actively invested in UC, micro-Bo and other products, but these products themselves exist in their own business model, how can it be under Ali?

So, Bat Mobile internet contention, Baidu should be the most mature, and Tencent and Ali are still like beginners, but also in the traditional way to do mobile internet. This makes them in the revenue structure is not as good as Baidu, the current Baidu mobile revenue accounted for 30%, and Tencent and Ali only 15% and 12%.