Big Data Federation is a bigger new opportunity for watercress

Participate in the transaction

The main profit model of the traditional internet age is advertising, but it does not apply in mobile internet. Mobile screen small, natural is not suitable for advertising, the effect is also poor, mobile advertising profit model has gradually entered the predicament.

The main profit model of app in mobile internet age should be "participate in transaction", get divided. For example, a user opens an app, the app gets the user's location information, such as at five crossings, through the open API, and other apps share the location information, the public comments can immediately push a nearby barbecue restaurant purchase coupons, or when the next time users open the United States network, The United States group actively recommend a nearby KTV coupons. If the user orders in the public or the United States, they will give the previously shared location information of the app split.

It is much larger than the imaginary space of the advertisement. Advertising is a market cost, limited. Divided into income, how much to earn.

In the traditional internet age, watercress and the library to cooperate, the introduction of "Where to buy" "Parity" "Purchase book" and other functions, to provide users with a link to the book products, jump to the corresponding electrical business site. If the user orders, the watercress is divided. In the back of watercress music and music people split, watercress film sold film tickets and so on, also in the same vein.

In contrast to this, watercress has been very exclusive advertising. In the watercress of more than 20 kinds of pages, can put ads only 5 categories, usually under the group of a post in such a level three or four page. Size is only one option. Flash and video are not accepted and must be static images. In the large size screen on the PC side, this practice of watercress has repeatedly been blamed for missing too many quick money that could easily be accounted for. But everything has pros and cons. The advantage is that when all the traditional internet giants have to face the transformation of mobile internet confusion and anxiety, watercress's attitude is quite positive. It is also natural that there is no such thing as a huge profit point to give up. A douban.com homepage splits into 8 apps, a big decision for other big internet companies, and a slow and lengthy process. But for watercress, it's a logical thing to do. Your strengths have become a weakness here. And my strengths are here or even longer. Of course I'd like to come and play as soon as possible. Natural Judo strategy.

Working with scenes

But in the traditional internet era, the use of such "participation in the transaction" income model is not unique to the watercress. As early as 8 years ago, the power of the Alliance model is mature. The website has ready-made standard service, the registration can be directly docking data. But why is watercress can make this income model bigger and stronger, here will involve the mobile Internet era "user use scene" problem.

From the user's use of the scene, watercress and the public comments this category of apps in the scene are occupied high, like the food chain upstream. When you don't know what movie to watch, whether it's worth going to the movies or not knowing which restaurant to go to, you open the app, look at the comments and comments, and make a choice.

And the U.S. group Taobao when this type of electric business app is located in the middle of the food chain. It's only when you make a decision about what you want to buy that you open a movie ticket to a US group app group, or open the book as a single app. You will find that when you open this type of app, your heart has basically decided what you want. The decision to make the deal is complete, and only the deal is put into practice. Even in the watercress and the public comments on the direct purchase of film tickets and buy coupons, which jumped over the middle of the app, the direct completion of the entire transaction.

Map applications, where they are located downstream of the food chain, where users use the low level of the scene. Only when the user determines where he is going, such as has decided to see which movie or to which restaurant to eat, also bought the corresponding coupons, then if he does not know the road, he will open Baidu map, check the route. So Baidu map to life Search Service platform transformation will be very difficult. Users open Baidu Map is to find out where the specific location, the past and how long, what route best. But it always wanted to tell users the location of the restaurant next to the bar has a KTV how much discount coupons and so on. On the surface, this is a natural display of the marketing, in fact, for users is interference. The only thing the user wants to know is the next episode, and you show him melatonin and Gado. Although he probably drank Gado himself, and actually went to buy melatonin because he had read your ad, it was not entirely impossible. But this is definitely not what the user wants on that time node, it still belongs to the interference. Now map Type App transformation local life service comprehensive search platform, seemingly feasible, in fact, it is difficult to achieve a new product.

In the same way, micro-letters have been trying to go to the local life service. From the point of view of product development, it is reasonable to share a new explosion in a friend's circle, and then your friend can see and order it. But from a user's point of view, what does he want to do with a micro-letter app? Find a friend to chat, reply to a colleague's message, to see the latest trends of friends and so on. In a word, everything is for social. This time you show him the introduction of various products, like in the TV series inserted ads. He would almost certainly see it, and it was possible to order it. But that information must not be what he wanted at that point in time. Here, in fact, can not achieve a new product. May even destroy the micro-letter. Zhangxiaolong has repeatedly stopped or suspended the micro-credit or O2O the pace of the electronic business. The so-called micro-trust Friends Circle Electric Business, is actually a sibuxiang. It is certainly not impossible to sell products in a circle of friends and even achieve a few small and beautiful local companies. This is not a conflict. It's just absolutely impossible to achieve Tencent's electric business dream. If one day, all the people open the micro-letter is to buy something or visit friends Circle to see what new discounts, then ... Then Taobao cat will not be overturned first bad, rice chat message line What should definitely be in the side of the smile.

It's a bit far away. In fact, from the perspective of product development, the above mentioned app are top grade, clean interface, smooth operation, user-friendly and so on. It's all done. However, once placed in the user's use of the scene to look at, the judge.

Large data

However, watercress in the mobile internet era will be "involved in trading" the power to play to the extreme can not be separated from the arrival of the big Data era. Large data to be able to operate requires three conditions: one is the collection of data, the second is the storage of data, the third is the analysis of data. The collection needs equipment, such as smartphones, cameras, etc., which also involves the internet of things, storage needs cloud storage, distributed storage and so on, analysis needs algorithm, high quality algorithm. These three points also inseparable from cloud computing behind the support. Whether it is large data or cloud computing, the basic conditions in today have a prototype, enough watercress One show fist. Yang Bo is excited about the advent of the mobile internet era: "Don't think about the homepage, I think it's great, moving is a good thing." ”

At the same time, watercress's own genes and the requirements of the age of large data are consistent: engineers-oriented, focus on data, focus on algorithms, focus on recommendations. Watercress was founded at the beginning of a series of marks as the foundation, "read" "read" "read" and so on, through the optimization algorithm, to recommend to you what you may like the other things. This is a logic that was thought to be a bit strange when it first emerged: you have to tell me what you like, and then I'll tell you what you like. And in the real world can not find a corresponding. The foundation of the three giant bat of the traditional internet: chatting online, searching online, shopping online, can find the corresponding in the real world. Only Amazon has been doing it according to your past search and purchase records on the home page to recommend a bit similar. But this is only the E-commerce company in the service of the intimate place, the goal is to promote you to buy more products, is not the foundation of its settlement.

Watercress gene of the natural is also why the public comments although the user in the use of the scene and the same as watercress occupy high, but in the face of such "participation in the transaction" revenue model, the potential for explosive growth is not as strong as watercress. The value of the data was highly valued at the outset by Yang Bo. He always insisted enough, pure enough. He knew what to do in watercress must be "recommended". The ability to recommend is retired enough in the traditional internet age to be a big one. But in the mobile internet era, this is a killer, is a guidance weapon. Advertising has not played, can only see the recommended. Whoever recommends precision is the boss.

Times have changed.

We often say that this is a user-centric era. This is not an empty word. And is the "user's information" as the center of the era. In the PC era by the line offline under the fragmented use of the scene, at the mobile end can easily be "human" for the dimension of aggregation. This is the continuity of the use of the scene, that is, the user scattered in different app information aggregation. In this era, apps don't have to be alone, they share data, open interfaces, and provide "big data alliances" based on certain rules. Each app shares its own information about a particular user, geographic location, interests, health, contacts, what news has just been checked, what has been searched, and what public number in the micro-letter. Then, based on certain rules, other apps can invoke the data anytime, anywhere, using the help of cloud computing and complementing each other's own business features, giving users the most personalized push. If the transaction is facilitated, the family will split the case. The personal push, in fact, is the "recommendation" mentioned in the previous paragraph.

It's a brand new era, and when that change comes, it's often easier for those giant internet companies with strong hematopoiesis to become stuck in the rut. Companies that did not occupy the best position in the past now have the opportunity to gain more room for development.

Think again, who will be the "Big Data Alliance" of the Advertising alliance of Baidu and Google? The bigger new opportunity in watercress is actually here. This involves the analysis of large data in the background through the various apps. But more important is motivation. Whoever is most motivated will want to do it. Watercress has the power, also has the ability. Because they always want to give users a better, more direct and accurate recommendation. Getting more income sharing is just making watercress a better company on the financial side, and setting up a "Big Data alliance" could change an era.

Can the mobile Internet still be bat special beauty? Naturally not. Because the competitive base has changed. It is worth waiting to see whether a company that has been operating for years in the traditional internet age has been able to move upstream, breaking the heavy blockade of the Giants and subverting the industry.

(Responsible editor: The good of the Legacy)