How the commercial wifi will develop

As Tencent prepares to send its high-profile, commercially-available WiFi market this year, it hopes to build a micro-credit system and Ali also lonely in the recent High-profile announced ready to carry a koala into the commercial WiFi field, but with the Giants and the United States Group has also been out of the group has been involved in the field of commercial routing.

It's not hard to understand what's going on at home--they all want to grab the offline entry. And this is a lot of articles have said many, then the Pakistani people do not too much to repeat. In fact, the Giants say good, for the business really care about it? Is it true that the dream of an offline portal is real?

In the near future, the Pakistani people interviewed some offline catering brands, because in their eyes, the giant's commercial WiFi dream does not fully solve the needs of offline businesses, and in many people's view, the localization of the commercial WiFi market can not be easy to occupy the Giants, because the strength of small teams is still strong.

, here are the core points from the offline merchant and the giant WiFi team:

Merchant: No, I want the traffic.

1, the function that the giant provides is really too few.

The publicly reported Ali Tencent WiFi is based on its micro-letter or Alipay, Zhao Xigang, head of the Jiangnan marketing department, said that the giant's functionality was actually less than some third-party catering information providers, and that at present, commercial WiFi in the south of the Yangtze River has been deeply related to the enterprise's CRM system, The cash register system and other enterprise internal systems get through, just to link the micro-letter and Alipay to reload commercial wifi in his view is quite uneconomical.

2, our core demand is the traffic

From 2013 to 2014, the catering industry was actually depressed, and some mainstream catering brands even showed negative growth. Ningyong, general manager of the Old City, said to the Pakistani people, no matter how the Internet companies fooled, we are looking at the line of traffic to the end can increase how much. In his view, commercial WiFi is a service to the shop guests, is to provide value-added services for the stock of users, and for the demand for the incremental users of the business, WiFi does not play a role in drainage. This is not very good for the current food market is not very important.

3. Who will protect our information security?

An old Beijing restaurant brand market leader to the Pakistani people frankly, information security is his most concerned about the problem, for the old store for several years the accumulation of a large number of user data is a double-edged sword, on the one hand shop hope that it can play a large data value, pre-sentence user behavior. On the other hand, they are worried that the data will be stolen by their opponents. It is still extremely risky for a century-old restaurant brand to dock its data to other companies without committing to information security and seeing more benefits.

4, we need a comprehensive platform

South Beauty Marketing Department head Zhao Xigang also said that for the current food brands, the integration of mobile Internet tide is indeed a trend, but at present is not willing to "in the early". Although Tencent Ali claims not to ban the competition, but does not rule out the future may appear in the offline Payment war, in Zhao Xigang view, this is a great damage to the catering brand.

and currently occupy the mainstream market of many food and beverage information service providers, not only can provide commercial WiFi services, but also to help the catering brand docking group purchase, takeout and other business, although the company size is small, but this service than the giant to bring the business of the WiFi services more comprehensive value, and no line of concern, In the service process, the catering brand is also relatively strong, which and Tencent and other giants feel completely different.

In the interview, the Pakistani people can deeply feel that the traditional businessmen to the Internet business advocates have actually maintained a high degree of caution. The credibility of the Internet has not been rebuilt for catering businesses that have experienced hundred-group wars. And with businesses simply want to get more to store guests than, the giant for the layout of commercial WiFi is "well-intentioned", really do not blame businesses do not buy.

Giant: Getting offline traffic is my purpose.

1, Tencent to do WiFi, the core is to do the distribution

The Pakistani people took this interview Tencent Yes WiFi head min Flaw, Zhang revealed that the current Tencent commercial WiFi program is divided into three steps. The first step is to educate the market, hoping to lay 60,000 stores in the north-canton and deep-line cities by the end of 2014, and let mainstream users know that using micro-letters can free internet access. The second step is the content distribution, through the micro-credit public number of Tencent's internal O2O resources for offline distribution. And the final step, Tencent is hoping to use a huge amount of offline traffic distribution applications and games.

As for Tencent's desire to use offline distribution, Zhang says, with PC traffic and the gradual saturation of future mobile traffic, Tencent wants to find new traffic portals, and commercial WiFi is the logical layout.

2, Ali hope that the construction of payment of the ecological system under the PO

Ali's idea is relatively simple, the core is the use of Alipay construction line under the ecology, the core of the claim is paid. Ali first hope that with Alipay help to improve the payment scene, and then use Alipay to Ali's O2O content for distribution, but unlike Tencent, Ali ultimately hope that in this platform to integrate more local services, including hotels, air tickets, etc., and ultimately to build life service ecology.

And in more of those currently engaged in commercial WiFi, the logic of the giant WiFi is not just too big, but really "localized". At present, there are actually a considerable number of local commercial WiFi set up teams across the country, unlike the Giants in Housetops, who are well versed in the local market in that they are not as poor as the third party teams hired by the Giants. For the different needs of the thousands catering shop, whether the Giants can bend over to satisfy each other is a test of the giant's patience and its strategy to push.

The final conclusion is that the current layout of the Giants in the WiFi field is still not enough grounding for offline businesses. If you just want to go public speculation that is understandable, if you are sincere in order to change the market, the current story, for these traditional dining does not seem to have the temptation.