Hand Tour channel change: The Rise of hardware channels developers try to escape

Wen/Guxiaopo Baidu acquisition of 91, the domestic hand channel more and more concentrated the argument began to circulate, high-quality channels are being reduced, Matthew effect began to appear, the right to speak in 360, 91, UC and a few other channels. Unfortunately, at the same time, the number of hand tours is increasing, UC nine travel released data show that the first half of this year's new line of hand travel more than 5 times times the same period last year, while Analysys International released the first half of the tour report showed that the first half of this year's hand tour market size of 5.013 billion, only increased by 1 time times last year. More and less channels, more and more hand travel, the market size of the increase is far less than the number of hand travel growth, with a page tour of the lesson, many of the industry's opponents of the current situation reveals a hint of pessimism. But fortunately, hand-tour developers are beginning to try new means to get rid of this situation, the channel is also quietly happening some changes. The emergence of hardware channel checks and balances The big channel this year ChinaJoy, the Blue Harbor online CEO Wang Feng exposed the Blue Harbor on-line daily operation data, "The Sword of Kings" recharge 2.5137 million, of which, iOS platform App Store accounted for 34%, followed by 360 and 91 platforms, The share of the two has reached 44%, Blue Harbor self-employed income accounted for 11%, it is worth noting that, apart from the self-employed part, millet and oppo into the total activation of the top five of the promotion platform, after the above three. The Millet channel is MIUI's built-in app store and gaming center, while Oppo is its built-in NearMe game hall. It is understood that the monthly active users of millet in more than 10 million, OPPO NearMe store month active in more than 7 million, but with 360 and 91 of the hundreds of billions of miles. Palm Entertainment Unlimited COO Huanghaiyu introduced, recently from the millet and Oppo channel income gradually longer, as with other channels, hardware channels are also used in the industry's general 55. "Fantasy of the Three Kingdoms" developers Fai Yue Tiancheng Market director of the introduction, the proportion of the various channels are not across, to see the developers bargaining power and negotiation strategy, but relatively weak hardware channel bargaining space will be larger. In the terminal shipments, remove foreign brand models, the Chinese Cool Alliance (ZTE, Huawei, Cool, Lenovo) is the main force of domestic mobile phones, Strategy Analytics released data show that 2013 Q2 ZTE and Huawei's smartphone shipments and accounted for 10% of the world, both ranked top five. However, another developer, most mobile phone manufacturers have opted for a CPA or even CPM advertising mode, into the transport market is relatively late, which makes oppo, millet and other brands took the opportunity. Huanghaiyu said that the Chinese cool with the majority of low-cost models, can not meet the needs of large-scale game installation and operation, so it has not become the first choice of unlimited palm entertainment. Data show that the current in the hands of the revenue side, 91 has exceeded 70 million, 360 more than 20 million, UC 25 million, Millet has been over 5 million, oppo around 3 million。 Oppo Hand channel Director said that the July "fishing up to 2" and "Sword of Kings" in the Oppo channel income reached 1 million. Although in the size of the revenue and traditional online channels, but the rise of the hardware channel to a certain extent to break the traditional channel oligopoly situation, but also make a lot of water is not enough to attract large channels of small and medium-sized developers have more choices. In addition, micro-letter 5.0 and mobile phone QQ4.2.1 are online mobile gaming platform, although the industry is still open to the degree of doubt, but the two intervention will break the current hand-swim in the channel pattern. On the other hand, big developers are starting to explore new ways to play. Go to the channel to try to promote the cost is lower than the combined transport into a hand-swim channel There are two ways of cooperation, one is the promotion, one is intermodal, UC excellent View COO Zhushunti Introduction, if it is a simple combined transport, now is divided into the proportion of 5-5, if it is intermodal + promotion, may reach 4-6 or 3-7, channel streams. In the Blue Harbor released one day recharge data, has 276,700 yuan from the Blue Harbor self, occupies the ratio 11%, after 360 and 91 platforms, among them 91 platform 456,100 deducts 50% the partition, only then is remaining 23%. Blue Harbor Online CEO Wang Feng introduced, this part of the income mainly from the promotion. It is understood that in addition to the mainstream channel promotion, Blue Harbor also tried with "I called Mt Online" for cross promotion, the current "My name is Mt Online" The total number of active players exceeded 2.3 million, total registered players have more than 23 million. Prior to Supercell's "Clash of Clans (tribal War)" and GungHo "Zhi long fan city," the same way of promotion. Wang Feng revealed that the current Blue Harbor every month in the promotion of the cost of 3 million yuan. According to the 276,700 per-self income, the monthly income of the Blue Harbour is over 8 million, and the cost of the promotion is 5 million, and this part of the fee does not need to be divided into the platform. And the grand "spread of millions of King Arthur" is simply to ditch the channel to choose the full self. July 18 Grand Game agent issued the "proliferation of millions of King Arthur" (MA) National Service official test, Shanda game President Chandonghai revealed that the game in China released the first day of Dau (active users) than Japan, South Korea and China's Taiwan region of the Dau, above 500,000, daily income or more than 10 million yuan. In May, the grand launch of the activation code to set the way to promote, June 9 in the so-called activation code after more than 250,000, Shanda launched the "Million King Arthur" game assistant app, and to install game assistants and invite friends to install the user to give "start currency." On July 18, after the start of the dual version of Android iOS, Shanda opened a micro-blog # Two Yuan Invasion # topic activities, and invited gifted small panda, called the Beast Ishan, such as micro-broad forward, while inviting Happy Camp 5 hosts, Tang Yu, Xin and other celebrities even Japan AV actress Hatano knot in the microblog published on the microblogging containsInvitation code ADS, a Time "Million King Arthur," the promotion of overwhelming. In addition to the grand promotion in the major game portal sites, search engine keywords, traditional mobile phone game ads, offline advertising and the game content is quite fit the two big bomb screen station Acfun and beep miles and other channels to fully spread out. According to a game line insiders, the overall cost of this round of marketing around million yuan. Zhushunti says there are several innate conditions in this way, the first is to have a strong financial support, because each marketing link needs a lot of input, the second must have a certain patience, because the mobile phone users of the information island benefit is more serious, even now have a strong ability to promote, a year to win 200 million users is not bad, A further hundreds of millions of of users have not yet arrived and need to continue to invest. "The resources are very strong, and there is a protracted determination of the company, but also may wish to try." This new approach, if they can come out, I think is a new way. "Zhushunti said. The tiger said that the current global user access costs are pushing high, "My name is Mt Online" in Japan, the cost per user even more than 80 U.S. dollars, "We have to do promotion, the promotion of resources so much, the overall price will certainly go up." Said the mountain Tiger. Although the big on the PC side of the strong accumulation and the financial strength behind makes this model is not very strong replicable, completely out of the channel is another extreme, but this way also to some manufacturers brought inspiration. Judging from the current situation, hand travel is still very difficult to completely get rid of the dependence on the channel, but with the rise of new channels and proprietary mode has been recognized, the channel will be very difficult like a page to determine the fate of the tour platform, this kind of checks and balances to restrain a few powerful channels of the right to speak, to avoid the