Internet big guy singing empty mobile distribution market, what is the picture?

Wen/Mao

Into the 2015, the mobile distribution market again "lively" up. However, with the previous two years "ranking soliciting" is different, Baidu, 360, Tencent have stood up to "sing empty" the industry, and hinted that app entrepreneurs should pay attention to "line up."

What are the real intentions of the internet bosses, and how should the industrial chain, especially the app entrepreneur, respond? Communication Life Report 0 distance contact, the following is the views and views of the parties.

"Red Sea" under the monopoly of domestic mobile distribution market giants

1, 3BT collective "Sing Decline" app domestic market

In October 2014, the Baidu Mobile distribution report said that since 2013, the number of Android application market users while still maintaining the growth of more than 10%, but the overall growth in 2014 gradually slowed down, or to predict the distribution of the market population dividend is gradually disappearing.

Baidu Mobile Distribution Division general manager Xiang Xunguicheng said, "Previously app's volume growth rate is faster, a large part of the reason is to enjoy China Mobile internet users of the demographic dividend." Looking back 2014 years, many mobile phone application penetration rate has been basically saturated, the user growth rate began to slow down, or even stalled. ”

360 Mobile phone help 2015 mobile phone application industry trends The Green Paper is "strikingly similar" to Baidu's view: The mainstream app market pattern was formed as early as 2012, and Top 500 's 68% app was online by 2013. It is relatively easy for the traditional internet giants to enter the market and occupy the market with the first advantage, but the entry threshold will be higher if the app does not have a strong background.

Tencent Application treasure Director Lin Songtao said, "At present, mobile application developers are facing more and more difficult user contact, conversion rate is not high enough to retain the three major bottlenecks," The reason for "mobile distribution platform for most of the distribution of the head of the application, more small number of applications difficult to get more space, the promotion costs are increasingly high. ”

2, the Giants "go out" to open up "blue sea"?

2013, Tencent President Lau said the next topic of Tencent's open platform is mobility, pluralism and internationalization. At present, the number of micro-letter overseas (WeChat) more than 200 million users. Application treasure in the future to the QQ and micro-letter integration, including friends, micro-letter dialogue will be used up, "curve" will be applied to overseas.

Called Zhou two "magic weapons" of the 1360 mobile phone assistants in the 2014 (MWC) show High-profile debut. Media speculation, this is with the application of treasure and Baidu Competition international rhythm.

In fact, the Giants are still not successful in internationalization of the case, but with a number of game manufacturers to cooperate. An application distribution platform big guy to the author that the giants of the "Go out", this is a pit, the main reason is the CP and channel ideas are different. In the domestic market saturation situation, the Giants overseas markets become "decompression" one way. But "powerless", even to a certain extent, is to pull up the share price, shift the view of the play.

Small app stores seek "transformation" for survival

Xunguicheng in public, accompanied by Giants (note: Baidu Department, 360 series, Tencent), the strong influx of domestic mobile phone manufacturers have to test their own application stores, independent small and medium-sized application stores will increasingly difficult to survive 2015 years, mobile phone application market (APP) or will usher in a new round of shuffle.

1, transform to do content, social platform.

Baidu Mobile Distribution division, deputy general manager of the Xunzhen, said that the application store after the early "barbaric growth", homogenization of the phenomenon becomes more obvious, the current mainstream distribution platform in combination with their own advantages to seek content transformation.

Pea pods are looking for a transformation and are trying to open the portal from mobile content search, said Wang Junyu, co-founder and CEO of Peas and pods, in an interview with the Communications daily newspaper, and Android, CEO Han Yuan, says, "Android only focuses on mobile game distribution."

Application of the COO Shangcong in the Communication Life report, said in 2014, the application of the exchange also added a remittance, the map, the realization of "light media", the platform's most basic download tool properties and media properties combined. Application sinks do not have 360, Baidu and Tencent such a large distribution channels, but can do small and beautiful, the current positioning of student populations.

3. Cooperate with Terminal application store.

In the first half of the 2014 China Mobile phone App Store market research report, the AI Media advisory published, the handset maker App Store user penetration ratio has reached 44.1%, and the Internet enterprise mainly third-party application distribution platform users are very similar.

The newsletter reported that at present a "hard Core alliance" organization has convened at least 5 terminal application stores and third party platforms are "divided into negotiations." At present, 360, Baidu and application Bao are involved in the discussion of the split pattern.

Lin Songtao confirmed that "in the face of mobile phone manufacturers more and more inclined to build their own application stores, the application Bao is with some mobile phone manufacturers to explore cooperation." ”

"Of course, there are some mobile phone manufacturers do not want to build their own application stores, there may be a joint application shop," Shangcong revealed that at present, a number of terminal manufacturers have adopted with the medium and small application distribution platform cooperation model.

80%app Developer "Half-dead"

Platform Developer Zhenghong (a pseudonym) was depressed when interviewed by the Communications Life Report, 10 team, more than 100,000 yuan to do a simple electric business app (iOS and Android two version) to start the free promotion, to 2014 years later, the free effect is getting worse, Only through the exchange of resources with these main distribution platforms (that is, the platform to the location, they help these platforms to buy users). In just a few months, 3 million yuan smashed in, the capital chain broke, the team dispersed.

Through close contact with app entrepreneurs, the newsletter has learned that there are thousands of app entrepreneurs like this in China on the Internet. And as the case of the "successful" is a small part, the vast majority of the "losers" (Note: Social apps did not enter the bat download heat before 10, the electricity quotient, the game class did not make money. ）

Bang Bang, CEO Zhigang in an interview with the newsletter, said that the world has more than 600 Android distribution channels, China accounted for more than 400, many of the applications by individuals, small groups operating. The bottom user is very small app to 80%, some of these applications can only "survive a day or two", a day may only grow 10 users.

Insiders revealed that in the past year, most of the time there are more than 500 mobile application stores, because of its poor experience of products, brand influence is insufficient, most have faded out of the people's vision.

A social app developer complained to the author that the distribution platform is now 3BT oligopoly and has no choice. In the early days, apps sold the internet giant distribution platforms for survival, through resource substitution. Today, many app developers have "awakened" to building their own user platforms, preferring to make less money and not handing users over to the internet giants.

"For CP, having users is the bargaining chip." "The developer revealed that there are also some app entrepreneurs from the beginning of the community, forums, micro-blog, micro-mail and small and medium-sized applications to promote the road, hope through Word-of-mouth marketing, accumulate more valuable users, but, more entrepreneurs are vigorous to come in, silent to leave."