How does mobile Internet thinking reshape our lives?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Horse before and after the Spring Festival, in many front-line, second-tier city life, people began to use two of a taxi application: "Quick Taxi" and "tick a taxi." The two are backed by Alibaba and Tencent's taxi software, as the billions of subsidy to passengers and drivers, quickly gathered popularity.

In the face of the surging mobile internet era, large companies to the capital card, quickly beach, in the new industry layout to seek a favorable position. And people's real life, in this age when everyone has a mobile phone, in this big data era, there are great changes.

"Behind these changes is the idea of a mobile internet age that is being planned, driven and even dominated, and it can be said that this new mindset is reshaping real life." The experts said.

February 18, taxi drivers use two mobile phones, respectively, with "tick-tock Taxi" and "quick taxi" software to facilitate the "grab list."

One, taxi application "Crazy burning Money"

Zhang Ai, who lives near Beijing's east third Ring road, recently hit a car home from Taipingqiao Street, a total fare of 29 yuan. She and the taxi driver's cell phone has a "quick taxi" and "tick a taxi" two taxi app (mobile client), in a separate two app bundled Alipay and micro-letter settlement, she a total, this time nearly 10 kilometers of taxis, spent a mere 4 yuan, and Alipay and micro-letter for her paid 13 yuan and 12 yuan , but also subsidized 10 yuan for taxi drivers respectively.

"Although tick-tock taxi and so on, said to increase the strength of the anti-cheating, said that there are on-site calls and the designation of cars and other cheating drivers and passengers will be permanent seal, but now it seems that there are loopholes can be drilled." "Zhang Ai said.

Such a seemingly magical "money-burning" act is being staged in dozens of cities nationwide. The rise has been more than two years of taxi software, because Alibaba and Tencent two giants of the intervention, in horse after the Spring Festival is evolving into a Alipay and micro-letter between the "close hand-to-hand combat."

Since last December, in Beijing can be realized by mobile phone pay treasure pay taxi money, by giving passengers a single maximum of 200 yuan or the return of 5 yuan in cash, in one months accumulated more than 50,000 people taste; In early January this year, "tick a taxi" in 32 cities to open a micro-letter payment, Passengers using micro-letter to pay the fare will be reduced by 10 yuan, the driver awarded 10 Yuan. This activity quickly ignited the user's enthusiasm for participation, within one months, the total subsidy amounted to 400 million yuan.

and Alipay joint "quick Taxi" no weakness. In its 40 cities across the country, since January 21, announced a further investment of 500 million yuan, "please the people of the whole country free taxi", the reward to the passengers rose to 10 yuan per order, the driver of each single award 15 yuan.

The story is far from over. The competition between the two has escalated since February 17. "Tick-tock" and micro-letter payment The third round of marketing campaign announced a further investment of 1 billion yuan, the subsidy back to 10 yuan. And in the afternoon, "quick taxi" on the opposite end of the declaration of "reward is always more than a dollar to peer."

February 18, "tick-tock taxi" will be subsidized to mention a random 12 yuan-20 yuan, "quick taxi" will be reduced to a minimum of 13 yuan per waiver, more than the country's most cities in the taxi start price. At the same time, the two also played a bundle of war, "tick-tock Taxi" will be micro-letter game "National Aircraft War" in the high-end fighters included in the scope of the offer, and "quick Taxi" opened the gift of Taobao and Cat on the platform of the return package mail.

The effect of "burning money" is obvious. The first use of software to take a taxi is becoming more and more "taxi" habit, from the "Tick Taxi" data show that January 10 to February 9 during the first round of interaction, the user breakthrough 40 million, compared to the activity before the increase of one times; Alipay's data also shows that by January 25, The daily order number of paying the taxi money with the Alipay purse is more than 150,000.

For taxi drivers, due to the reduction of empty rate and subsidy effect, income also increased very well, in the interview, some drivers to reporters blunt, monthly income increased by about 2000 yuan. For faster and more orders, many drivers have installed two mobile phones on their cars.

However, "The Taxi War" harvest is not praise sound. Drivers often look at mobile phone orders will bring security risks? Whether it will reduce the success rate of the road to the people who do not use the taxi software caused unfair?...... These are the topics that have been hotly discussed recently.

In this context, relevant departments of the policy is also being introduced: The Beijing Municipal Transportation Committee issued regulations, requiring drivers in taxis can only install a call software terminal; Chengdu City Traffic Management bureau related officials said that the driver at the same time with mobile phone robbery, will face a fine of 100 yuan, 2 points penalty; Kunming City Taxi Authority related officials said, is the design of official taxi software.

"In addition to the fiery competition between each other, the uncertain industry policy has become a common problem for two taxi apps." "It is said by insiders.

What do the Giants want?

As the saying goes, "There is no free lunch". Although backed by Alibaba and Tencent two big internet giants, "Quick taxi" and "tick a taxi" are "not bad money." But while people are keen to save money by taking a taxi app, it's also hard to wonder: Why did the Giants do that?

"Ostensibly a scramble for a taxi user, is actually a scramble for mobile payment users to compete for mobile internet access." "Industry analysts said, in simple terms, a few big internet companies are doing is to solve time barriers to capital, to seize the mobile internet era map."

"The Internet's most terrible barrier is not money, technology, but time," for internet predators, "if you can use funds to solve the time barrier, it is also worth it." Jinshan Network CEO Fu in the analysis of Facebook's 19 billion dollar acquisition of WhatsApp said this sentence, for the taxi war, the same applies.

In the industry's view, the current is the smoke of the taxi war, in fact, last year, the giant between the increasingly fiery war continued.

Whether it is Taobao and micro-letter of the link, or between the positive and micro-letter PK, or Baidu map of the attack on the gold map, behind the embodiment of the Giants are ushered in the golden development period of the mobile Internet market competition.

The "Enclosure wars", in recent months, have concentrated on the looting of mobile payments. In addition to the taxi war, this competition in the Spring Festival during the micro-letter "Rob Red Envelopes" has been very sharp. The new play of traditional customs, from the eve of the beginning of the month eight, micro-letter red envelopes attracted more than 8 million users to participate, the incident to Alibaba Group chairman of the Board of directors Blunt, encountered an internet financial "Pearl Harbor attack."

Not only is the mobile payment, in fact, the user's mobile internet portal, has become the "theme" of recent frequent takeover moves by the Giants-Baidu buys 91 of its assistants and sticky rice, exerting force on smartphone platforms and group deals; Alibaba announces its wholly-owned acquisition of the company, which is a complete complement to the mobile Internet era's important map resources, Also has the latter's hundreds of millions of users; Tencent and the public comment on strategic cooperation, and acquire its 20% stake, strengthen the offline layout, exerting force to move O2O.

"The first camp of Internet enterprises, are in the import-oriented enterprise layout and Monopoly." "Analysys International chief analyst Li Analysis said.

Of course, this is not the Chinese Internet giant's unique mobile internet expansion model, but the world's mainstream. February 19, Facebook announced a 19 billion dollar acquisition of mobile instant messaging applications with 450 million users, also interpreted by analysts as easing their "WhatsApp" move to the mobile Internet layout.

"When the giant falls, the temperature is warm." "In a speech last year, the chairman of Tencent's board of directors, MA, warned big companies to keep up with the tragic outcome of the situation." In the industry's view, this is not only the giants of the transition anxiety annotation, but also their innovation to upgrade the driving force.

In fact, by doing business innovation, the giant's mobile internet layout has quietly taken many important steps, divided by the "headlines" of heavy capital acquisitions and burning money.

To have hundreds of millions of active users of the "Super app" micro-letter as an example, it and Xun, Archie Art, Friends Treasure, 1th stores and other online merchants to achieve the payment of cooperation, and more offline merchants, after the payment of a letter, customers only need to scan the commodity two-dimensional code can be paid.

Personal finance has also become an important part of the strategic map of large companies. Whether it is up to January 15 of the scale of more than 250 billion yuan in the balance of treasure, or the financial management through the process, they are competing with each other, but also in partnership to change the industry's ecology. Focus on E-commerce in Beijing, also in February, the public test "Jingdong White Stripes", so that some users can "first consumption, after payment."

"The competition of mobile Internet is entering the era of both innovation and capital." "It is said by insiders.

Iii. New thinking changes life form

Of course, the competition between giants is not only the smoke, in the analysts ' view, the development of mobile Internet is to create a change in the way people produce lifestyles, a future life is gradually unveiled the possibility. In the view of many practitioners, this shift in the way of production life is the change of thinking mode in the mobile internet age.

As UC excellent chairman and CEO Yu said, from the PC to mobile, is the internet for everyone's life from infiltration to occupation of the process. People are changing the habits of life, behind which there are corresponding changes and even subversion of the industry.

For example, the taxi software in the change people wave the habit of taxi, the rental industry changes in the ecology; Balance treasure and other financial products will people's money moved out from the bank, personal finance channels are increasing; Jingdong is experimenting with new features, users can only provide their own height, weight data on the internet to try to wear clothes, the future, offline shopping mall may even "Taobao fitting room" status are at stake ...

And because mobile internet and people almost "inseparable", in the foreseeable future, this change will be more obvious.

Take a taxi software for example, because the mobile internet has a natural advantage over the large data collected, some experts suggest that the future can be based on a large number of user use, to calculate the different time point of the taxi peak line, common lines, and so on, at the same time the driver's driving route optimization, increase its matching with the passengers, reduce waste.

In fact, before Alipay on the basis of its massive data issued by the popular line of the Spring Festival, Baidu also launched a "Baidu migration" and so on, which undoubtedly can provide reference for the decision-making of the railway sector.

Moving the internet into people's lives may also lead to a new credit system. In the traditional internet age, buyers and sellers score each other, so many sellers in order to improve the quality of services and products; In the mobile internet age, even people who have never met, before dealing with each other according to the credibility of the other side to judge. For example, Ms. Chen, who lives in Beijing, told reporters that she is now using a taxi software to call the car, will first look at the user evaluation, "if the driver smokes, I certainly do not take his car." And in the era of waving a taxi, this is obviously impossible.

In the face of this new life, many practitioners realize that it is the new way of thinking and the younger power that can be created.

Last May, Ma Yun announced his retirement as CEO of Ali Group, said: "We will give leadership responsibility to the colleagues in the 780 's." Because, we believe that they know more about the future than we do, and are more capable of creating tomorrow. ”

Baidu's chairman and chief executive also disclosed that the company launched the "less handsome plan", with millions of dollars and above the annual salary to attract the 30-year-old talent. His intentions are also clear, "The real subversive innovation comes from young people, we want to recruit the best young people into Baidu, in Baidu to create subversive innovation." ”

"No one can guarantee that a thing is permanent, because human nature is to renew, even if you have nothing wrong, it is too old." "has always been regarded as the emphasis of innovation MA, but also lamented the mobile internet era of" Yangtze.

"The Giants are eager and feeling that young people, in essence, calls for younger, transformative internet thinking." "There are people in the industry to comment.

In this sense, this change in mobile interconnection is just beginning.