Brief introduction of Light application

The concept of light application has been popular for some time, but what is light application, light application to do what, how to do has not been systematically discussed, UC President He Xiaopeng from his own products from the perspective of their own views.

this year, China Merchants Bank Credit card center with Tencent force to push their own micro-letter public account, achieved good results. Many friends tell me that they all know that China Merchants Bank has a public account in the micro-letter to pay credit card bills, but for the launch of the longer China Merchants Bank App is not impressed.





This example shows that new entrants to the mobile Internet or traditional enterprises, perhaps more should consider how to use the Super APP, generate lightweight applications to import and activate users, rather than from scratch to build the "infrastructure."





This article from the product level, and you discuss the development of light applications.





, veterans value-added, recruit assault





I mentioned in light apps, not just web apps, that lightweight applications provide a three-dimensional, efficient distribution system and dramatically reduce development costs. So theoretically, in addition to the very high level of the system requirements of the application (such as 3D animation), the other should consider the layout of light applications-it is already occupy the mobile Internet peak Apps Another important incremental channel, the new, long tail application can be light application as the main product form.





the former belongs to the original brand on the basis of two times value-added. In the long run, I think the latter will be the scale of the light application of ecological subjects, including the traditional enterprise Mobile information (light enterprise applications), HTML5 Games (light games) and the transfer of small and medium PC Internet service providers, I suggest that we pay more attention.





first said light enterprise application





according to the current situation, the traditional enterprises for a variety of hardware development Native App, and then do their own distribution and active, it is not easy, and not necessary.





For example, suppose a famous tourist attraction needs to be a mobile application for users to inquire about information and to book tickets. If you do Native App, before the idea is "research and development-promote marketing-access to users (installation)-Enhance the activity-profit", the whole chain node is in series, the former is the latter necessary prerequisite, each link users and benefits will be lost.





But if you do it lightly, you can turn a few links into "parallel". For example, after the development of the Web App for this site, you can access the UC browser's Web Application Center for free promotion, you can also pay to search engines, portals, traffic alliances or navigation stations to promote, users click on the link can access to the corresponding service interface (the point is income), Users with further requirements form a pay-for-purchase behavior (profit). Regardless of whether it is paid or not, this lightweight application can be uc+ by using bookmarks and other means, prompts the user to save, convenient two times to use (user access, active degree promotion).





in the above example, "profit" and "Get Users", "enhance the activity" is the parallel relationship-your traffic promotion, you do not have to get to the user before making a profit, but when the demand is generated immediately gain, and the user into your long-term active users.





in the future, UC will launch a more sophisticated browser-based enterprise Mobile Information Program, provide more transparent open interface, can be a fool to customize a light application, including program icons, splash screen, home page and menu elements. At the same time, we will continue to improve the security level to ensure the interaction between users and services, such as data encryption for open Wi-Fi hotspots, a large number of kernel-level data security optimization (to prevent malicious storage, etc.), and pay Alipay and UnionPay cooperation in the security of the future will be in the U3 More security features are introduced on the basis of the kernel. As a result, both large traditional companies and small roadside shops have the opportunity to embrace mobile internet cheaply and efficiently.





again, light game





I think next year (Small note: 2014) is the best time for the entrepreneurial team to enter the HTML5 game, for 4 reasons:





performance increased dramatically. This is mainly due to the super APP's ability to call the mobile phone hardware, such as the UC browser from the 9.3 version, the following 3 versions will strengthen the support of HTML5, through the hardware capabilities and algorithm optimization, can soon be the overall implementation of the efficiency of the current 3~5 times, more than Chrome and other browsers;


Development and distribution environment mature. Major and even start-up companies have begun to launch the HTML5 game development Debugging tools, super app has strengthened the distribution channel;


industry in the initial stage, the manufacturers and projects are relatively few, will soon enter the beach;


Multi-screen interaction will be in the initial rise next year, the game on the PC, mobile phones, tablets and even television on the Cross-platform must be a big trend. But HTML5 in the Cross-platform rapid development aspect, has the very big superiority.


Finally, the migration of PC Internet service





most of the small and medium Internet service providers actually understand that the mobile Internet must go in, but on the other hand Native App has been proven to be a model of wasted effort. and light application embodies the individualized characteristics of resources, a book, a TV show, a media, a small content individual can become a lightweight application-in other words, with the help of Super app, lightweight application eliminates a considerable amount of promotional, research and development costs, helping developers to return to the core content level.





after all, many users are most concerned about is not the application itself, but good content, as long as there are good content and services, regardless of the developer on which platform, will be supported by users. It is clear that for many small and medium-sized PC Internet service providers with limited spending, light apps are more suitable for embracing mobile internet than Native app.

specific forms, I suggest that new entrants would be better off using the Web APP model, which costs less. For developers who have already made apps, you can consider the combination of their own product characteristics, with UC, micro-trust, micro-blog and other Super App formation based on the demand chain upstream and downstream interaction, such as the Native App into the uc+ plug-in, based on user browsing Web behavior to provide services to get more called scenes If this interaction is not possible due to product features and the user's scale is slow, it is recommended that you switch to Web apps.





also need to mention the Web App development language. In the past, when it comes to Web apps as a replacement for the future of Native apps, it's all about HTML5, and it seems the industry is looking forward to a complete revolution. But now in fact, through the Html4+javascript technology, plus the browser and other super App for the power of hardware calls to enhance the ability to make a very good Web App, can fully meet the needs of users. So developers don't have to be overly wedded to HTML5 or HTML4 (the latter may be more practical at this stage).





Second, plug-in: Scene-type trigger





Determine the general direction of the product, entered the formal development phase. Because uc+ light application platform is divided into Plug-ins and Web App two major forms, so I also divided into two parts to do some specific suggestions for light application.





first for Plug-ins, its essence is a "Native app based on Super app". Compared with the present closed Native Apps, I think the biggest difference in design is the specific use of the trigger mechanism, including from the demand generation, to content, service consumption of the full path, should be completely through, there is an interactive relationship, which involves light application and super app vertical call, Even the transverse fit between different light applications.




The extended architecture of the
Super App+light APP maximizes the user's personalization options, but developers can't fully expect users to take the initiative to tick your apps--and most users don't--so lightweight apps should take full advantage of the super APP in the development process. Open interface and applicable scenarios, targeted to design some kind of interactive reminders, accurate to affect the user, so that is a "smooth demand-consumption path."





For example, later in the browser to open a Japanese web site, may pop up a translation plug-in reminder, ask whether the user needs to use, or "double 11" immediately to, users open a product page of the electrical quotient, will recommend a smart parity with plug-ins. In these examples, the Super APP's information browsing main requirements and plug-in specific scene calls are closely linked to the upstream and downstream relationship, in line with the principle of accurate triggering, is a more ideal activation process.





Third, Web App: The ability to flexibly





for Web apps, I recommend that developers focus on the following points in the development process:





1. Using response-based design





In short, the same application, in the use of different terminals to access, according to the screen, such as the proportion of the environment to adapt to show the different interactive interface. Because the future of Internet services must be across the screen, covering the terminals, including PCs, mobile phones, tablets and television, the recent millet power to push smart TV, followed by this trend. After adopting the response design, one can reduce deployment, operating costs, two can allow users to seamless migration between different devices services, imagine: users use mobile phone to browse the site, inadvertently entered a product purchase page, and then can be very simple to sync to the TV or flat, switching terminal cost almost zero. Developers do not have to restart the stove for each screen to make a new version, simply "Sync".





2. Enhanced offline capability





this point is mainly for Web app, using the app cache, local Storage and other technologies, the main frame offline cache to locally, at the same time take a certain network update strategy, so basically can be very good to solve the access speed and experience on a lot of problems. At present, it is more mature in the Google,gmail, Google Docs and other applications on the mobile side have a good experience.





3. Rational use of push ability





Web Apps, plug-ins, public accounts if you get a system-level push capability, you can have the same capabilities and experience as the Native App, and increase your operating space, theoretically all lightweight applications should consider integrating this capability, including the smart recommendations mentioned earlier. The Chrome PC version has this year launched a browser-based Notification feature that can push information directly to the desktop, and UC will apply that capability to the mobile side in subsequent releases. Of course, push must be controlled "degree", a careless will become interference, the formation of a bad user experience. Micro-Credit public account system after the launch, has been repeatedly testing the revised push rules, the reason is here.





4. "Moderate" interactive design




The interactive design of
Web app can not be completely copied Native app, nor is it a traditional WAP website style, but should be in between. What functions should be the experience of the Native App, which features can use WAP link to jump the way, this should be based on the characteristics of specific services to measure.





At present, many of the domestic Web App experience is very good, such as Taobao, Youku, 3G portal, these are the objects can be referred to. And the bottom of the plug-in is Native App, the core essence is the mutual tune with the browser, should consider retaining the most essential function, the activation process as far as possible can not interrupt the user's demand path, in shape and super App complete fusion.





5. Promotion: Traditional web+ new channel





traditional web promotion channels have been very mature (such as traffic Union), as long as the previous routines, can achieve good results.





new channels include social channels, Web App Store and other modes. The use of light in social channels to promote the promotion of a natural advantage, the sharing of friends, the point is income. Store mode has a bottleneck, but it doesn't mean it's completely abandoned now--if your data is authentic, of course. Many developers actively feedback to us, their web app in UC Web Application Center performance, is an important reference for outside investment.

As a kind of new open ecology, light application accords with the characteristics of mobile phone in product form, and has a wide prospect. What we can see now is the tip of the iceberg, which is far beyond our imagination, and I think the breakout will really start next year (Small note: 2014), advising developers not to miss this new opportunity.

As a new ecological infrastructure, the super APP should take the responsibility of exploiting and guiding the market, and more transparent to open up the ability and standard to the developer. UC is doing more preparation and matting work in this area, recently just online

uc+ Light Application Platform Developers website and community, welcome to visit, have any suggestions and comments please let us know.

In a word, how to enlarge this market, let the whole industry more healthy development, need to work together to explore the industry chain.