How do mobile internet entrepreneurs make money?

"Editor's note" This article author Tingchenling, angel investor, Pi Capital partner.

Why do mobile internet companies not make money? @ Zeng Airlines summed up the problem: mobile Internet traffic is difficult to become.

① pour traffic to advertising? The phone screen is too small.

② pour traffic to the game? The conversion efficiency of the page jump is too low.

③ pour flow to the electric dealer? Big electric dealers have their own shopping clients.

④ Another payment link is not convenient, payment trouble.

This has created a situation where mobile internet developers can't make money.

The conclusion is that in the 3G penetration rate increases dramatically, before HTML5 popularization, any drastic action that hit the money to burn the user, may let you become the martyr.

So how does mobile internet make money? To answer this question, you should first understand the following points

1. The difficulty of mobile internet liquidity is a global problem.

In the US gaming company Zynga's mobile game's per capita ARPU income is only one-fifth of the PC version. Facebook's per capita income on mobile devices, including the spread of advertising revenue, is about one-fifth of the PC. A slowdown in Facebook's revenue growth was blamed on user behavior being diverted to mobile devices.

2. The PC Internet era, a large number of companies with traffic has also experienced a long flow of liquidity process. The question raised by Zeng Ai, from 2001 to 2005, was also questioned by countless people. Once upon a time, Sina, NetEase, Sohu three big Portal's share price all fell to a dollar below. If not mobile SP SMS revenue saved them, I am afraid really be picked. Even so, a large number of personal webmaster also become difficult. This situation until 2007, the outbreak of the Web game, 2008, the explosion of the electric business to make the flow into the sweet cakes. 4399 also by a large number of garbage flow into the web game one of the heavy players.

3. In China, the mobile internet is divided into two markets. To low-end Android-oriented two or three-line urban citizens and rural users of the cock silk market, and to the iphone and Samsung high-end machine in the first-tier city of the high handsome market. The market for cock Silk mobile games and electric dealers have made a lot of money. For many applications of high handsome, the use of global paid downloads, or advertising also a lot of live moisture.

So how can mobile internet make money? There are several models that can be used for reference.

1. Flow on the line, online. The most typical example is Angry Birds. Although they also earn a lot of money through advertising and paid downloads. But most of their income comes from the image authorization, the sale of the doll and so on. They also plan to open a number of theme parks around the world. This is a good example of using mobile Internet as a brand to do real income offline. In fact, because of the speed of information transmission in the mobile internet age greatly accelerated (Angry birds can be a global red overnight, Jiangnan style can also make the world dance riding dance), so the brand's manufacturing speed is also greatly accelerated. High-quality content and branding are often more likely to get attention than fragmented app readings, so it makes sense to quickly use offline transformation.

2. Monopoly Flow type. Not advertisers are unwilling to pay, nor are users unwilling to pay for shopping. More importantly, in the era of fragmentation, attention arbitrage (Attention arbitrage) is doomed to be much worse than the PC era. In addition to micro-letters, micro-blogging recognized the flow of the entrance; To put it simply, ask an app developer. Installed 1 million, how many users can be opened every day after one months? This data may be as low as you can imagine. The monopolistic flow type means that you have a monopoly (or a large amount of) of traffic in the field in a particular subdivision. So no matter how the user's attention jumps, he just flips under your fingers. I know a children's mobile internet application Company has more than 60 apps, which almost monopolize more than half of the best children in the App Store. Monopoly flow type is more suitable for segmented media app.

3. Direct-Change type. The most typical of direct-change-mode is gaming and E-commerce. such as World War II and other mobile games, ARPU value is high enough, or even less than PC online games. In such circumstances, of course, I can certainly hit the money to buy traffic, as long as the account is over. More importantly, direct change is often used to learn from the monopoly flow type of thinking, do not earn money on the small rich Ann, but as much as possible to hit the ads in the brand, so that the user heart that the type of game only this most reliable, playing the most people, the best play. Once a traffic monopoly is formed, it is easy to make money behind it.

With the explosion of 3G users, the mobile Internet will continue to warm up in a number of vertical areas. Business models also evolve. Mobile Internet is not to make money, but the need and the PC Internet is not the same way to make money. But the premise is the enterprise wants the depth understanding user and the customer's demand.

@ Zeng Ai said that now many mobile internet developers will be pioneers to become martyrs, I agree. This is because in the market is not mature, really good entrepreneurs have not entered the market. In front of the yell are often inexperienced it technicians. It remains to be seen that mobile internet is a rare bright spot for China's economy in the next few years.

Source: http://www.leiphone.com/1108-chibop-mobile-internet.html