is mobile internet traffic concentrated or decentralized? 2, mobile Age

Recently, I was thinking about two questions: 1, mobile Internet traffic is concentrated, or decentralized? 2, the mobile age, is the portal as important as the PC Internet age?

Through some data and case studies, I have come to the answer is: the flow of mobile in the focus, the important is not the entrance, but move the scene. Of course this conclusion is also opinion, based on the data I have obtained from the analysis.

The "Matthew effect" intensified in mobile field

A few days ago, I saw a friend in the "mobile observation" of the manuscript said that the flow of mobile is not in more and more concentrated, but more and more dispersed. If the distribution from the game, get the flow of access to assess, the current flow is indeed scattered. Now a game, there are mobile phone assistant type of channel, there is a mobile phone pre-installed, there is a mobile phone application store, there are application media ... And so the channel to obtain traffic, is indeed dispersed.

However, from another point of view, the conclusion is the opposite, the mobile traffic is actually concentrated.

Data from the Alliance show that in December 2013, life Assistants, music audio, photography and landscaping, and other categories of APP,TOP3 application of the user coverage of up to 80%, and these applications per capita daily start-up times on average increased by 10%. In addition, the largest volume of apps, such as music, shooting and video, slowed markedly in 2013, with new developers paying more attention to areas such as games.

Summing up this paragraph, the mobile field, the Matthew effect in the intensification, "strong stronger", traffic and user time to all areas of strong concentration. However, this does not mean that "portals" will be as important as the PC age.

In fact, the word "entrance" makes me feel puzzled. In the PC Internet age, the browser is the entrance, portal is the entrance, Baidu is the entrance, QQ is also the entrance ... Even Taobao has become a gateway. This is a vague concept that is not strictly defined enough to apply to all successful internet companies. Mobile Internet is the continuation of PC Internet, further links, resulting in a lot of changes, such as the importance of browsers, a data from the United States is that the U.S. Internet traffic, mobile apps occupy 47% of the traffic, more than 45% of the PC, the remaining 8% of traffic from mobile browsers.

Of course, the biggest difference between mobile internet and PC Internet, perhaps, is that the entrance is no longer important and more important is the application scene.

This conclusion, hidden in the competition between Baidu and Tencent.

BT scene contest: Superposition vs Matrix

Tencent's mobile layout is based on micro-letters, the upstream layout of the mobile phone butler, the application of Bao, downstream is through the micro-letter, "scene overlay", from the micro-letter membership card, micro-letter payment, micro-life, the public comments, Jing Dong, etc., are in for the micro-letter This super application, add a variety of more specific Tencent is trying to create next Tencent through micro-mail.

Tencent's advantage is that the high-frequency application of micro-letter, swallowed the user's long, but its disadvantage is also very obvious, social, gaming, electricity, catering and so on different dimensions of demand bundled together, the chain cumbersome, user access to the threshold is also high. More importantly, it will be Tencent's interests and scene providers bound together, the public comments in the food and beverage than the United States Regiment, Beijing East also do the cat, will naturally shield more users. Tencent can only be weak water 3,000, only take a scoop, can not cover more users, also can not meet the needs of users long tail.

And Tencent's scene addition is different, Baidu's layout, it is matrix type. Upstream Baidu mobile phone butler, 91 of assistants, such as distribution, and the central layout, is Baidu strengths-it has 14 users over billion products, including mobile phone Baidu, Baidu map as the center of gravity.

Baidu and Tencent in the scene contest in the advantage, to a large extent, it has "search" genes, users have "tool dependency", there are problems, Baidu, look for a house, Baidu ... The vertical domain of the app, which covers the user 2/8 requirements, these requirements, search as can, however, the user's long tail needs, search as can be covered. From search to direct feedback purchase, such a scene docking is the most smooth.

Baidu and Tencent scene contest, the problem is the payment and account system. However, with Baidu Cloud, Baidu Music, Baidu Bar stickers, Baidu Finance, Baidu Sticky rice and other products gradually play a matrix effect, Baidu in the mobile end of the account system developed far faster than the PC end, next, Baidu will also pay on the force, with a view to forming a closed loop.

In the future, the user is through the open micro-letter, and then through my bank card to find specific scene services, and then pay to complete the consumption, or directly through the mobile phone Baidu search, complete payment and consumption? I prefer, the latter, that it has shorter operations.

Why does the mobile age value "scenes" more?

Baidu and Tencent's current layout, in fact, has answered the answer. This is true even in the PC era. Payment is more need scene, not the entrance, Tencent pay do not rise, tenpay far behind Alipay, not Tencent traffic is not enough, also not the entrance is not strong, at the same time Tencent is not as good as Taobao, Day Cat.

In the final analysis, the scene is closer to user habits. In this way, the difference between the scene and the entrance can be seen as: The scene is from the user's habit, more close to the user's habits, the entrance is from the business point of view, more rely on resources.

At present, Baidu has glutinous rice, Archie Art, where to go ... I believe that Baidu's payment will also quickly force, Tencent began to increase the micro-letter component. Visible, both sides in the scene of the vertical layout of the further exerting force, after all, can let the scene fast landing on the side, only possible decisive battle in the future.