For the "next 5 billion" mobile Internet dream assembled

May 6 news, with the outbreak of the mobile Internet, the world's largest mobile Internet industry conference GMIC has become the Internet upstart collective event. 2014 GMIC Beijing has attracted 15,000 people and assembled the dream of "next 5 billion" mobile Internet. One of the most popular is May 5 the first set of "Mobile Financial Summit", the country's hottest BAT's one hundred pay, Alipay, TenPay person in charge gathered to speak.

As witnessed the rise of online payment from zero rise of China's first online payment industry pioneer, 100 pay treasure CEO Zhang Zhenghua 10 minutes of short speeches most "impact", analyzed the mobile payment on the original business model what the core value , Conducted a disruptive thinking on the shift from "online payment" to "mobile payment." Zhang Zhenghua said: "There is a word called the wind and cloud will, today the mobile Internet to every person who knows how to seize the opportunity to a fair chance .To thoroughly play all aspects." Baidu wallet future will become a comprehensive solution to mobile payments Program to complete several major changes in the original business model.

Change one: from "information flow" to "passenger flow"

Zhang Zhenghua is a technical manager who invented the "real-time liquidation method and system for payment of funds in industries such as logistics" that the E-commerce enterprises rely on. This invention has profoundly changed our life. In the work of Alipay, this earliest O2O practical experience has given Baidu Wallet an eye on how Baidu's massive "information flow" is transformed into a "passenger flow."

This is a typical Internet thinking, and Baidu search "information flow" into "passenger flow" is undoubtedly the only creative.

We know that traditional business is the channel king, because the channel mastered the flow of information, businesses and consumers need to rely on channels to complete the transaction. The Internet companies reorganized the "information flow" model, directly through the computers, mobile phones and other terminals will be business and consumer docking - so that asymmetric information-based traditional business began to collapse, one of the core channels of "information Circulation "is replaced by the Internet.

Zhang Zhenghua believes that the core product of Baofu Bao "Baidu wallet" is to allow the Internet to solve the problem of further steps to become a comprehensive solution. After taking over the role of traditional business "information circulation", it leapt again to complete the transition from "information flow" to "passenger flow".

"The nature of user traffic, which is the path the user takes, and the thoughts and needs behind it." Take Baidu, which has the largest "traffic," for example. In the PC era, users search for information through the search engine to generate actions and thoughts in the search. The search engine captures this action, which perfectly complements the product while serving the user. On the mobile terminal, the user searches through the mobile phone for information, And has left the geographical location through the mobile phone, thus has provided the "positioning" function consumer demand, provide to the merchant, provide the solution for the user while completing the commercial realization.

After Internet companies master the flow of information, the focus of the traffic management is to tilt the data capabilities, effectively gain access to the information flow platform, obtain traffic data, and then turn it into a passenger flow to become the core work of mobile payment tools like "Baidu Wallet".

Two changes: from "mass random" to "electronic fence"

Like the bank's window service, how does "Baidu Wallet" fulfill the "window" role of mobile payment? Analysis of relevant persons, Baidu's massive database can complete the "electronic fence" function.

In the past, "how to let the merchant find the accurate user and let the user find the merchandise of Xinyi" is the most concerned issue of the e-commerce platform. As a result, a similar "relevance" analysis such as "Guess you like" was born.

However, this is also the basic application of statistics. The data found that the relationship between "beer" and "diaper" can only become "data mining" of massive data and random data. And Zhang Zhenghua think, "Baidu wallet" to do is "big data" application, is an upgraded version.

Relying on the PC side of Baidu search and mobile phone Baidu, Baidu map, 91 assistants and other 14 billion APP, "Baidu wallet" users to find information through the phone, and left the geographical location through the phone, which formed a user range of activities "Electronic fence", and through big data analysis in the "electronic fence" to find the motivation behind the demand and business opportunities for businesses to find business products, so as to provide users with business needs solutions to complete the commercial realization.

In short: information query - electronic fence - data mining - user operations - payment, such a consumer closed-loop.

And when consumers pay the money, the mentality will change. Consumer demand will be up to upgrade, take to a higher level, resulting in a series of consumer psychology changes, combined with the consumer's income, consumption impulse will once again start accumulating from this moment until the next payment, the cycle, with With the continuous accumulation of consumer experience and change. This is a spiraling "electronic fence" theory.

Three changes: from the concern "price" to advocate "value"

In the past, the main consumer spending on the Internet "price", the lowest bidder in the world. On the mobile side, the phone screen is very small, any traditional way of advertising are not applicable. Zhang Zhenghua believes that it is the main mode of business in the mobile era to provide users with experience opportunities and offers so that users can better understand the value proposition of goods.

Baidu wallet through data filtering for high ROI traffic and how to make users feel the brand's value proposition? This again needs to return to Baidu's "technology gene."

According to reports, Baidu Wallet currently launched the "camera to pay" is a bar code payment, two-dimensional code payment after the third generation of mobile payment technology, and Baidu digging information query means are still expanding, keywords, pictures, voice, maps , Knowing who the user is through big data, what is the propensity to consume and what is the interest, so as to correctly induce the demand and accurately connect with the merchant and promote the completion of consumption.

In addition, "Baidu Wallet" also Baidu's search-advertising edge in the PC side continued to move off. Its core values: Let concessions everywhere, that is, for the wireless age to provide "advertising model" in the form of privileges to business services and consumers organic docking.

Baidu wallet, and strive to "We make life better!" This is the service slogan, also sounded the assembly of mobile financial war. "Baidu Wallet" is the "future window" for Baidu to face mobile Internet competition for mobile finance. Prior to this, Alibaba made Alipay a ride with a dominating Taobao. Subsequently, Choi Fu Tong relied on social ace WeChat and mobile QQ to tap into mobile Internet finance. Today, Baidu purses are relying on search, maps, video, "Jumbo Matrix" APP, is preparing to overtake corners.