Giants gather mobile phone entry cards and bus free WiFi rise

According to data from Baidu Encyclopedia, the service industry has a higher share of GDP than manufacturing (which produces the goods that can be stuffed into crates). In the next 5 years, China will further enhance the share of the service industry GDP, if the goods into the box to send to consumers in front of the online sales of 500 billion, then life Service category online sales will reach trillions. In the face of such a tempting huge commercial market, the large crowds and the free WiFi access that can take up users for a long time will inevitably become the scarce resources The Giants are scrambling for.

Internet giants new round of enclosure

Whether it is ambitious mobile internet entrepreneurs, or large old internet companies, in the face of trillions of market size, are actively looking for a massive flow of people's entrance. As a result, internet giants are focused on the emerging mobile Internet client Portal ――wifi.

Qihoo 360 is interested in investing in a public WLAN provider in Shenzhen, according to a person involved in the investment, saying the company's valuation has been doubled by 10 times times. In the previous September 2013, Millet invested in a dedicated user to provide free WiFi, Michael, the company established in 2007, the main business is in the airport, restaurants, cafes and other public places, to provide users with free WiFi operations.

Layout WiFi access, intelligent routing is also a direction. Intelligent router is millet, Baidu, Qihoo has entered the market. In the wireless WiFi area, Tencent's card position is very grounded. It is understood that Tencent is currently in the Internet café to provide users with free WiFi mobile internet service, "Tencent's game revenue 40% is from the Internet café." "In addition to Tencent, Qihoo 360 is also trying to provide free WiFi services in internet cafes," said one person familiar with the matter.

Competitors in the WiFi arena, including operators, internet giants, internet upstarts and a variety of entrepreneurs, from the electric business platform, map navigation, "Last kilometer" offline layout to the mobile Internet access to rob, from the internet to the mobile Internet battlefield, The battle for WiFi has been more intense.

Public transport WiFi platform more commercial value

While the business outlook for mobile clients is so bullish, the choice is the key to a number of WiFi portals in the context of many scenarios. "In fact, at the WiFi entrance, these internet companies do not think well." In places such as shopping malls, airports, restaurants and internet cafes, users ' time is too fragmented and users ' attention is not on the screen. Looking for large people and users for a long time to stare at the screen of the application scene, is the giant should be the direction of the layout, only such an application scenario to scale and PV. "A person in the industry who has been involved in the acquisition of WiFi operations, said.

Many people are optimistic about the airport, cafes and other services such as free WiFi platform, think there is a huge population. But if you analyze the people who go to the airport, the café will find that the high-frequency, long time to patronize only a handful of people, viscosity is almost not, this greatly reduces the use of the platform frequency, also reduces its commercial value.

In fact, people have a lot of boring time on the road, especially on the way to public transport. According to the 2013 China Mobile Internet Statistics Report shows: By the end of 2013, China Mobile internet users up to 652 million, smartphone holdings of more than 500 million. As a major consumer group of urban commuters, the proportion of people using smartphones is nearly 65%, most of them are travelling by public transport, averaging at least 50 minutes a day on the bus, and 8.5 times a week by bus. According to 800 people per day calculation, Beijing 20,000 bus, the daily effective volume reached 10 million people. Fixed lines, relatively fixed crowds, a lot of boring time, free WiFi network ... These factors are woven together, resulting from the high quality customer base of the business model that Internet enterprises need most.

First, public transport WiFi has the ability to aggregate crowds over a relatively long period of time; second, it has a relatively fixed line of consumer population; second, free, unlimited use of public transport WiFi access is the best way to ensure viscosity.

On this platform, it is possible to analyze its interests and consumption habits through technical means, analysis of the user when and where to get off, what pages to browse during the ride, and so on. Based on the analysis of these user behaviors, it is more accurate to push the online service content to help them to complete the consumption behavior quickly. The effect is likely to be achieved only in the WiFi environment of public transport. Therefore, the public transport WiFi platform is the most commercially valuable WiFi platform at this stage.

4G Break Technology bottleneck

At present, in charge of Beijing public transport WiFi operation Beijing All the way Hot Information Technology Co., Ltd. has been basically achieved in Beijing all bus 4G network coverage, in the country more than 30 cities have been installed to complete the use, has built a huge, technologically mature, covering a number of public transport WiFi network platform, Technology is no longer a bottleneck.

In the face of a new WiFi platform that no one can underestimate, a free Wi-Fi platform with a natural advantage is sure to do a great deal. When the public transport Wi-Fi full 4G speed, Internet users can quickly and smoothly online, the energy of this platform will be huge.

For this reason, I experienced a Beijing bus installed on the 4G network. Mobile clients on the bus e-road WiFi under normal circumstances can be achieved, whether it is online browsing the web, playing games or downloading to watch video, are very fluent. If the future on the E-road WiFi platform can also increase the local location of additional services, convenient for passengers to query bus routes, increase information push, location search, ticket sales, such as a series of localized information services, then the public transport WiFi platform energy will be unpredictable.

Professor Strategy, vice dean of Changjiang Business School, Tenbin