Internet giants battle mobile distribution platform encounters three major bottlenecks

Recently, Baidu, 360, Tencent in the mobile distribution platform has a new "action": Baidu out of mobile distribution platform report, 360 mobile phone assistants released 3.0 Social edition, Tencent held a global partner conference in Boao high profile announced the day of distribution over billion, and launched the application of the Bao 5.0 version.

"Communication Life Newspaper" (Micro-letter: Maoqiying) interviewed the three major interconnected companies responsible, and attended the Boao application Bao media experience will be informed of their views on mobile distribution market and the current face to reach the user difficult, accurate conversion difficult, the user survived three major bottlenecks.

The following is the relevant information collation and the views of all parties.

Three big internet companies compete to open data

Baidu first released the "Baidu Mobile Distribution Report 2014H1", 360 mobile phone assistants and Tencent application Bao unveiled a new version.

1, Tencent announced the application of Treasure October Day distribution exceeded 100 million. At present, Tencent application Bao distribution system including the application of Bao, micro-letter, mobile phone QQ channels, distribution of over billion for all the above channels sum. Tencent social Networking business Group Vice President Lin Songtao, Application Bao 5.0 has social discovery, content direct and the application of the tribe three highlights characteristics, so that mobile app in the increase in user downloads and improve user viscosity has been greatly improved.

2, 360 official data said that up to now, 360 mobile phone helper users more than 500 million, cumulative download exceeded 50 billion times. Recently, 360 mobile phone assistants opened the 3.0 version of the beta, this version of the biggest one is to increase the social distribution business model, including friends distribution, location distribution, face-to-face distribution and personalized distribution and other new functions, with the help of contacts friends, geographical location and other new channels into the "social" concept;

3, Baidu Mobile Cloud Division mobile Distribution Business director Xunzhen to the "communications daily" to provide data show: Baidu distribution platform daily average distribution reached 130 million. Analysys data shows that as of the second quarter of this year, Baidu distribution platform accounted for 41.7% of the market share.

Comments: 360 Mobile phone assistants to the "social concept", (micro-trust advantage) "Location Service" (Baidu is good at the field) closer. New Baidu mobile Phone assistant retained the introduction of UGC content, so that users can directly in the Application Details page for discussion and synchronization bar. And the application of Bao faced with the integration of micro-letter, mobile phone QQ, such as the task of the internal platform, "not to make a box, what the contents are to be installed" situation.

Big guy on mobile distribution market view and support attitude

Mobile distribution platform for the three major internet companies, has risen to the competition for mobile internet portals, the author in the "third party App store slowdown, the parties to this response," the article has been described. After the early capital wars, wooing developers is also an important move.

At present, the application of Bao-push two major support programs (Ling-Ju platform and the Double Hundred program) so-called Ling-ju platform will be divided into three parts, including the change plan, the application of Bao effect advertising and "Money Treasure" rebate program, commitment to 2 billion distribution per year. "Double hundred Plan" refers to Tencent in three years cumulative investment 10 billion flow, supporting 100 of billions of venture capital enterprises.

Xunzhen said the Android app market has enjoyed a demographic dividend as its smartphone shipments grew at a high rate in the previous two years. But any market will always enter a mature period, and the growth rate slows down. Since last year Baidu acquired 91, the domestic application distribution market pattern tends to stabilize. In this context, the competition between the distribution platform from "Happy enclosure" into a test of comprehensive strength, through the distribution service closed-loop ecological dispute.

360 Chairman Zhou said that at present, the domestic excellent products are relatively small, entrepreneurs should be more grounded gas market sense of smell, the product to achieve the mechanism, this is the Chinese Internet needs, but they lack of resources, funding support. The dandelion program should be called an accelerator, allowing more apps to grow faster. It is understood that "Yue Run Circle" by an investment agency 10 million yuan investment intention, while there are 5 investment companies are engaged in investment matters with them.

Mobile distribution platform faces three major bottlenecks

One, Tencent's vice president of social networking, Lin Songtao, said that the mobile Internet how to distribute users, is still a reality bottleneck. Application promotion Cost is more and more high, the user reaches more and more difficult, the retention is getting lower, the developer in this market also faces more and more trouble, 60% distribution quantity concentrates in the head application;

Second, user access to the application of a variety of needs, but the way to obtain a relatively single. Moreover, the way to obtain content is mainly by active search, ranking, editorial recommendation, etc.

Third, at the Tencent Global Partners Conference, a developer to the author that the current three major internet giants on the mobile distribution platform is not obvious difference. In fact, Baidu's advantage in search, 360 of mobile phone assistants are good at security, Tencent application treasure is a "social platform." Now, under the banner of "Cross-border", games, entertainment, social networking and so on, almost all have, in the same way.

(Responsible editor: Mengyishan)