Have all the "BAT" Giants already boarded a mobile internet ship?

China's internet giants are scrambling for mobile internet tickets (images from the Internet) "Sohu it Message" (Wen/Mao) over a long time, internet bosses are worried about mobile internet, Ma Yun's uneasy, half of the ferry ticket complimentary and Robin Li's Wolf said, Are facing the mobile internet "revolutionary" pressure and short time without solution. However, recent BAT's series of acquisitions, IPOs and earnings reports seem to reveal that the mobile Internet ticket race, which lasted more than a year, is nearing its end. With the improvement of Tencent micro-letter ecology, Ali's internal and external repair, Baidu acquisition of 91 and mobile revenue reached 10%, the media everywhere song, to call the bat spring came, boarded the ship has been a certainty. However, it is obviously too early to analyze this optimism, the mobile internet revolution is still in the early days, the entrance layout, and the business model has not fully formed, there are still large variables in the future. BAT has completed or is in progress in the mobile layout, still follows the traditional internet two paths: first, the front-end preemption access, and to secure and bundle users and traffic; the second is to establish a business model, the user and flow of business to cash. BAT's success in the traditional internet is the successful and perfect combination of two paths, yet it is clear that the path abdication on the mobile internet has not yet been completed. Tencent is apparently the first to get tickets to the bat, and its mobile internet layout is also the most mature. At the entrance, the previous position of the micro-letter was solid, at present, the number of users has passed 400 million, and this year Tencent in the mobile phone QQ end of the strength of the further consolidation of Tencent's entry status, Micro-mail and QQ such instant communication tools for mobile users is a strong demand, active and viscous high enough, So the entrance and the user value are also high enough. In the business model side, QQ PC end of the most can be transferred directly to the mobile end, Tencent before the cash cow game on the mobile end can also continue to cattle, most importantly, Tencent has for micro-letter construction, including payment of O2O and E-commerce ecology, In the game open platform and E-commerce has a large enough space for imagination. Tencent's crisis lies in the conflict between the open platform and its own gaming business, but also in the field of E-commerce and Ali's hand-to-hand combat, which makes Tencent in the future mobile Internet business development in the variable. Ali is not strictly an internet company, so Ali has a thick business base, and changes in the traditional internet and mobile internet will not have much impact on its business. Ma Yun before retiring already in the electronic commerce most core infrastructure-the logistics, the financial system has carried on the firmer layout, but in the mobile Internet, Ali must do is seizes the more entrance, strives for more discourse power and the negotiation ability. So Ali has invested in Sina Weibo, UC, the gold map, from the browser, maps and social many portals to complete the entrance layout, UC is the largest mobile browser, gold map is the most commonly used map products, and Sina Weibo is currently the largest social access, toFewer mobile terminals are the most activated apps, like micro-letters. Ali has to do is how to better integrate these portals with E-commerce business, obviously Ali's challenge is here, at least from the combination of Sina Weibo, there is no good model. Baidu before the mobile layout is the most unclear, but the recent period with the acquisition of 91 and the last quarter of mobile revenue reached 10%, a time to eliminate the external concerns about Baidu Mobile. Baidu has invested 25% of its research and development effort in the past year, and 91 of its acquisitions have spent nearly 2 billion dollars, with mobile search, map apps, magic maps and 91 users already over billion. However, Baidu's current import products, there is also a lack of users strong adhesion products, whether the app distribution, mobile search element, Baidu Magic Map is not a strong demand for mobile internet, so Baidu's entrance status is not strong enough. A closer look at Baidu's 10% mobile revenue is not enough to reassure people, Li said mobile revenue mainly from the search, search revenue from the basic ads, but Baidu's mobile ads have not found Google and Facebook the same real mobile advertising patterns and patterns. The current mobile ads mainly from the mobile end and PC-side advertising platform to get through, for mobile advertising "does not require customers to use mobile advertising but will be conducive to customer promotion effect of the recommendations." "Because there is no mature mobile advertising form, so the mobile ad effect will not be too good." To the current domestic advertising market, not rely on strong push only by strong recommendation, to achieve 10% of the income is a bit difficult, so do not exclude Baidu to cater to Wall Street to take the financial digital game. Through the above analysis is not difficult to see, now sing bat has been on board is too optimistic, whether Tencent, Ali or Baidu, to replicate their status on the traditional Internet and success still need a long way, there are certain variables.