Bat New kingdoms: Mobile internet "enclosure movement"

Liu Zhao Nan

I was very nervous to see the micro-letter. "At the IT Leaders ' Summit 1 months ago, Jack Ma, the CEO of Alibaba, said so in a dialogue with Tencent CEO Pony.

Now maybe it's time for the horse to get nervous.

China's largest E-commerce site and the largest social media platform of the combination of micro-bo, which let the outside world speculation, Ali and Sina Weibo cooperation, may suppress Tencent in the relationship chain to try and transform the possibility of power, but also compressed the electric quotient and micro-letter combination of the imagination space.

But this is not just a "war" between Ali and Tencent. Innovation Factory founder Kai-Fu Lee said, "(Ali and Sina Weibo) cooperation in the short term to Baidu more pressure than Tencent." ”

This may reflect the bat from one side (Baidu, Alibaba, Tencent, the new changes in the mobile Battlefield: the PC Internet, Alibaba circle business chain, Tencent Circle users, Baidu Circle of traffic, when BAT's "enclosure movement" from the traditional PC Internet to mobile internet, Tencent has relied on micro-letter to get "ticket Ali, who invests in Weibo, is completing social and mobile short boards, seizing the entrance, while Baidu's pace seems to be still a step behind.

Ali: "Soft and hard" carrot

Alibaba has significantly accelerated the pace of layout in the mobile internet sector.

Within Alibaba, the relevant mobile Internet development products have reached nearly 30. One Alibaba insider told the first financial daily that, in addition to what has been seen in mobile social products Wansing, contacts, mobile Taobao, Alipay mobile clients, O2O (Online to Offline) and other local life mobile applications in the future focus on development plans.

At the moment, Alibaba's internal mobile social product development is still in trial and error stage. Alibaba Group chief strategic officer Zeng to this reporter, said that the previous development strategy is to open up the team to try the wrong, to see which products through the market test, and then to focus on promotion. Therefore, in the outside world, the mobile products developed by Alibaba are somewhat homogeneous.

But Zeng also said that in the future Alibaba will focus on the planning and integration of mobile products, will not be like the previous unrestricted to open up the team to do. He also admitted that Alibaba has not yet found a unified mobile user platform, which means that in a period of time, Alibaba's mobile products will still be their own single fist attack.

But in order to speed up the layout, Ali is more through investment to complete the mobile field layout.

In addition to a stake in Sina Weibo, there is news that Alibaba is planning to increase the UC. Earlier, Alibaba has also invested in the street, in the road, Quick Taxi, Tintin concessions and other enterprises, and spend 80 million of dollars to acquire mobile applications service platform friends.

Alibaba's investment logic on the mobile internet is mainly based around mobile social, platform portals, developer data, O2O applications, maps.

Corresponding to the above five aspects, Alibaba's investment products are: Sina Weibo, Mo Mo, UC Browser, the League of America, the network, in the road, Tintin nets, quick taxi, and still in the rumor of the gold map.

In addition, the message from inside Alibaba is that Aliyun OS will continue to upgrade and optimize, which means that Ali group still has not given up on the bottom of Android, to build a mobile operating system to the user's mobile phone underlying data control tendencies. Aliyun OS is also the bearer of "platform, data, finance," the three platforms of the data platform in part. and other applications of Alibaba and investment in mobile applications will be integrated into the Aliyun OS in the future.

In order to stabilize the Aliyun OS handset operating system's user share, Alibaba also began to search for more handset terminal manufacturer to cooperate with it outside the day language.

Tencent: All around the micro-letter

Compared with Alibaba, Tencent has been using micro-letter, made "ticket". Tencent is also building a new ecosystem around the user ID system of micro-letters. But this new ecology around the micro-letter, whether it will impact on Tencent's original QQ ecology, is still unknown.

But what can be seen, and QQ growth path similar to the micro-letter has been based on the original business accumulation of funds, flow, user resources, horizontal expansion to expand business form, or vertical into the industrial chain upstream and downstream links for vertical integration, and thus constitute a business platform with the overall effect.

Tencent, for example, had previously disclosed that Tenpay payment platforms would be directly integrated into micro-letters, which might mean that Tencent would launch a strong challenge to Alibaba in the E-commerce market, and that the combination of micro-letters and games had led the industry to expect a 1 billion-scale market to be born.

However, compared with the micro-letter, has been in the SP era of unlimited Tencent wireless business through a lot of detours. For example, the mobile browser has invested billions, but cannot break through 30% of the market share, mobile phone security Butler in the overall layout strategy Tencent, Tencent and other internet giants alliances victim. And Qq-service within Tencent has been very little mentioned. At the same time, Tencent has made the PC end of the various departments to do their own mobile end will be more intense.

This has led to changes in Tencent's wireless business unit. January 28 This year, Tencent senior executive vice president, mobile Internet Business Group (MIG) President Liu Chengmin announced retirement; Mobile QQ and Super QQ transferred to social network business Group (SNG), mobile gaming Foreign cooperation department to the Interactive Entertainment Group (IEG); March, MIG business again split, wireless gaming products Division , wireless value-added products department, wireless operations department, Wireless Research and development Department of some employees will formally join the interactive entertainment business group.

A series of adjustments revealed Tencent's determination to integrate its business fully into the mobile internet. And the readjustment of Tencent will also be under the mobile Internet tide "Walking on legs", one is in the PC end of the core platform-level products, and access to the user information flow of each product association, constitute a firewall, the second is in the internal organizational structure optimization, stimulate the autonomy of the organizational middle, promote mobile Internet products innovation and competitiveness.

Baidu: Continue to linger in frustration

Baidu, which has been criticized for being slow and conservative, is still struggling to open the window to the mobile internet, compared with Tencent, which is catching up with Alibaba, who has already got the ticket.

This March, Baidu Mobile application renamed Baidu Mobile Phone assistant, this section with 91 of assistants, peas pod very similar to the launch of products, is regarded as Baidu in mobile search, from the application of distribution channels to seize mobile internet portal.

But the belated product is more like the "standard" that the internet giants have to do and has not stirred up a wave among developers.

In the area of investment, the investment in dim sum has been pointed out as flashy. On the contrary, miss the investment ucweb opportunity, let Baidu lost once in the mobile Internet domain card position opportunity.

Compared with Ali, Tencent, Baidu's mobile layout is more like a combination of boxing: In addition to search, Baidu Map, Baidu voice assistant and Baidu mobile phone assistant, representing the future mobile internet search for several potential portals: maps, voice and app and app search.

But the habit of the flow of Baidu in the mobile end of the performance is not satisfactory. Although it has just claimed that mobile search products have more than 100 million active users, the data includes its own search application users, users of Third-party browsers using Baidu, and the default Baidu search user totals for Android handsets. Mobile Internet, all kinds of app applications are becoming portals, streaming Baidu mobile traffic.

However, significant investment in research and development is seen as a positive signal for its accelerated layout of the mobile internet. Baidu's first-quarter earnings show that Baidu's total investment in technology research and development is 811 million yuan. In Li's view, voice search, image search and other emerging human-computer interaction has become the user's core demand in the mobile internet, "the accumulation of technology, the first investment, often reflected in the product from behind." ”

But the outside world is still worried about whether Baidu's research and investment in mobile Internet is in the right area. Industry insiders point out that "centralized technology development is necessary, but to speed up the layout of the terminal is also very important, and in this respect Baidu may not be good, so if it can come up with some money to invest in external projects, perhaps better." ”

And for future mobile internet patterns, prior to UC excellent as the product President He Xiaopeng in an interview with reporters had to judge, "in the second half of 2014, after several years of running, the entire mobile internet market will usher in a temporary stability of the state, some of the latest discovery of the import-level product market pattern will be initially laid." "This means that there is not much time left to occupy the market on the mobile internet," he said. Graphics/Zhang Yijun