Construction and location strategy of WAP website in 3G era

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Mobile Internet has always been a hot topic in the industry, in view of the development of hardware devices and 3G network, a new market in the presence of many entrepreneurs, entrepreneurs, they are excited to wait and prepare for the arrival of opportunities? How to be cautious and follow the risk of being everywhere? Communication is to reduce risk, Looking for opportunities, expanding horizons and capturing the future process, so the topic of 3G is getting hotter. If there is a product that can change the pattern of the traditional Internet, then this product is undoubtedly 3G technology (third-generation mobile communication technology).

Yi think tank May released the first quarter of 2010 China Mobile Terminal Market quarterly monitoring, the first quarter of this year, the total number of domestic mobile phone sales up to 55.026 million units. 3G Mobile phone Sales total 6.113 million units, the chain increased by 65.97%. From the data point of view, 3G market is growing rapidly, everyone knows that 3G market is a piece of fat, everybody yearning here, whether there is enough space to accommodate everyone?

Several times the transformation of the Internet transformation, every time the birth of a few big companies, such as Tencent, Alibaba, Baidu, Sina, Sohu, NetEase, Grand, Tianya Mop community, every change brings a huge opportunity. Kai-Fu Lee has shown that there are currently 9 investment projects in the innovation Factory, of which 7 are mobile communications. 3G Future Market is no suspense is the next opportunity point, has unpredictable huge, but to think of the face of a market that everyone knows, its competition must be unusually fierce, to be successful, we must tread countless bodies facing difficult direction.

After briefly outlining the 3G foreground, here is a rough talk about your own concept of the 3G ERA WAP site construction positioning.

I. Targeting the crowd

Compared with the traditional mobile communication technology (2G), 3G in the speed of much more than the former, 3G wireless network of low theoretical speed can reach 2.8M, the high can even achieve 7.2M, which means more than most people's home broadband is still a lot faster. Even more, considering the size of the phone screen and the amount of data required to receive, it can be said to be the speed of thunder and lightning.

Due to the vast expanse of China, 3G network coverage is very low, is currently in major cities in the distribution point. In the fixed coverage area, our 3G network utilization is also low, in addition, our country's communications business hardware conditions can not keep up with foreign countries. These three reasons have caused the high payment required for 3G communications, and the average user stops. At present, different areas of charges vary, but all regions of the country (except Hong Kong and Taiwan) prices are higher than people's psychological expectations of many.

In fact, from the price threshold, has divided the site we want to build against the crowd. Nearly every month, the number of people willing to spend on 3G is "high demand for network speed" and "economic not tight" crowd. To win the first 3G market, you must first capture the hearts of these users.

So what kind of crowd are these?

Data from the 3G Portal "2010 Mobile Experience White paper", students and white-collar users accounted for the majority.

To serve students and white-collar workers, we have to understand what they need?

Students want to prepare for study, white-collar workers to work to earn a living. After a high intensity of mental exertion, will be physically and mentally exhausted. At this point they need to rest and relax, and the mobile Internet is providing them with this good platform.

When they go to school to work on the road, when the car, waiting for people are a good use of mobile Internet time.

In addition to leisure, it is also possible to provide and integrate some of the useful information they need. Keep their work and learning attached to their website.

User demand is not a word can be explained, even for the unity of the object design, each site its own content, the selection of the point is also different. According to their own web site, to provide all kinds of needs, and then analyze the user's behavior, modify their positioning is the most important. How to improve the user's viscosity of their website, if combined with the site to create a good profit model, are a great scholar.

Second, the various types of Web sites in the 3G pros and cons

Knowing what we are targeting, we have to think about what we can do with 3G. What can be done differently from 2G? What 3G mode can break through the current 2G network wall?

At present, compared to 3G network, it boils down to the following items, individual to each of these projects discussed.

Novel Reading Network. Mobile phone to read the novel is very common behavior, like to read the Internet novel people are not convenient to use the computer when the general will use mobile phone look, can not be denied that this is also a huge market. But personally think, the current mobile phone novel website multitudinous, want to break through very difficult, others already have the user Foundation, again do homogeneity of words, that is oneself jumps into the fire pit bale.

Video chat. Video chat is currently discussed more projects, from 3G speed, to achieve a high-definition mobile phone video chat is not a problem. First, how to profit is a difficult point, and also personally think video chat is not in line with Chinese habits, with one or two times perhaps only for the taste of it. From the Confucian culture, the influence of thousands of years, the feelings of people in Europe and the United States more introverted, the majority (personally think) will not like this face together face direct form of communication, if you go to video chat this direction, should not please. On the computer platform often see QQ video chat person, personal explanation is, the person is still a distance from the camera, this distance is more acceptable.

Online Services (online movies, mobile navigation, online TV, online games, etc.). The online service is the 3G relative 2G the biggest advantage, utilizes the high-speed transmission network, forms a 2G website cannot have the ability. For example, online games, due to 3G speed, the client can basically get rid of online games, web game will become mainstream, and can achieve a very smooth effect on the client. I think this category will be the mainstream development of 3G network in the future.

Download station (games, software, music, pictures), for the download, 3G in this respect has shown its own advantages, different mobile phones have different compatible software and games, users need software and games numerous. These software and games have made it more and more convenient for people to use their mobile phones, and the usability and usability of mobile phones have improved. From the perspective of people's needs, this is a continuous and demanding project. Can be developed in the long run. If you want to do the download station, focus on the ability to do a good enough to make a brand. Due to the rapid expansion of the 3G market, preemptive market is the most important implementation, in terms of Word-of-mouth, user Exchange recommendation is the best promotion.

Local information portal. Collect local information to users, such as housing information, peripheral information, amusement information and so on. Availability and operability are extremely high. As today's platform Internet local portal is also a good development, the combination of the two can achieve very good results.

Vertical Information web site. It is also a good project relative to the local portal. Don't say much.

Social networking sites (Social receptacle site, SNS). The barriers to social networking are so high that they are rarely discussed here. I think the best mode is to combine SNS with one of the above feasible points, such as online Cinema station can design some elements of user interaction, these elements should not be too much, because it is not a similar to Renren network of pure SNS site, appropriate design enough. Can let movie lovers to exchange their experience of the movie, in the movie has the conversation to talk about. These designs let the user form the related viscosity, to the website image and the Word-of-mouth help.

Commerce。 2G is unable to develop e-commerce because of the picture introduction and other reasons. Due to the advent of 3G, E-commerce can also be logged into the mobile internet platform. Mobile Internet E-commerce has not yet seen a development, but from the perspective of development, the prospects are very promising. But the threshold of E-commerce is also very high, so the entry need to be cautious.

Third, 3G website construction need to pay attention to some details

1, user segmentation

The market you have chosen determines what you want to do, and keeping up with the market is the absolute truth.

2. User experience.

Mobile phone's handheld form determines the habit of mobile phone users, site construction needs a high degree of attention to user experience design. Each key symbol will have a great impact. On the phone screen, the user is viewed from the top down, to the most important information in the most conspicuous place, reasonable layout of the Web page, discard irrelevant information.

3. UI Design

The number of mobile phone models is not clear, to the public model to set its corresponding interface.

4, 3G speed

2G Web site is simple, most of them except the logo of the website are plain text. 3G is known for its speed, the user will not care about that some traffic, as far as possible the interface to do a simple beautiful good-looking, of course, too much image elements will be considered cumbersome and not flattering.

Four or one pieces of reading.

Personally think that grassroots entrepreneurs in the 3G playing a piece of heaven and earth is more difficult, the threshold of 3G obviously than the platform of the Internet (traditional Internet) high, high, of course, not production costs, but the cost of promotion.

In the traditional internet, there are a variety of grass-roots promotion resources, such as search engine optimization, major portal promotion, Q Group microblogging promotion, mass mailing, soft wen hype and other ways. On the mobile Internet, these seemingly feasible promotion methods are actually not workable. First, there is no well-known search engine for mobile users, and the characteristics of mobile phone users have rejected a lot of promotional methods, mobile phone users on the mobile internet, will not be easily curious to point to a connection, they only need the site enough.

Many people seem to think that the unimpressed is the way to fight, the sooner the better, but the individual thinks it may not be so.

Although the 3G outlook is very broad, market development is quite rapid. In addition to some of the sites that need to quickly occupy the market (to build on the 3G feature application site), individuals think it is not necessary to rush into the market.

Mobile Internet and platform of the Internet is common, if I have a good foundation on the platform of the Internet, I will be late into the 3G market and suffer a lot of loss? Moreover, if I rushed into the 3G market, will be spent on the 3G, then the platform that part of the construction will not be taken into account, 3G station must be effective? But it's all a matter of opportunity cost, so just think about it.

In response to this problem, the individual believes that grassroots entrepreneurs in the mobile Internet to make a contribution, then it is necessary to develop a good platform on the Internet, with a user base and then extended to the mobile Internet, this is a very good path.