Large data on mobile phone (i): The entrance of mobile internet

"Editor's note" This article is written by the Xiaodong, talking Data coo Xu Yi, and UESTC of Chengdu Shangliang by the percentile information Wireless division

With the development of mobile internet, some "ideas" that have been resolved countless times on the traditional internet have also appeared on the mobile internet. For example, the Internet entrance, at present, the mobile Internet does not have a single big situation appears, does not appear to be possible. So, does everyone have a chance to find their footing in this field?

Recently, a hot book in the industry-"outbreak", in the people on the large data will be cooled when the heat, on the large data to the loss of time, once again ignited the public's enthusiasm for large data. The author of the outbreak, Professor Barabasi, opened a window that had never been seen before, allowing people to see another world, a harmonious, orderly and beautiful world. This world is the world that we never thought of before, and dare not think of. The world is a world that is hidden beneath the surface and revealed by the data!

Mobile Big Data Market-acceleration

The most impressive theme at Apple's Asia conference is big data. Although the mobile internet has developed late, its speed is much faster than the development of the Internet.

Mobile Internet User Development

Various reports at the beginning of the year show that global mobile Internet traffic has accounted for 10% of the total Internet traffic! North American users ' Internet access time has been close to that of mobile internet access, and in India the Internet has been on a par with the mobile internet!

Global Mobile Internet traffic has reached the overall internet traffic of 10% Indian Internet and mobile internet traffic changes

Facebook,twitters and other major applications have proved this. Facebook has also led to a decline in advertising revenues as they are not ready to host branded advertising on the mobile internet.

The creation of big data on mobile phones-mobile internet portals

The portal of mobile Internet will naturally produce a large amount of data (can produce large numbers of mobile phones but not just mobile internet portals, such as social media, but obviously it is not suitable for the entrance). So what is the gateway to mobile Internet?

Borrowing the definition of Dcci, the so-called "mobile Internet portal" is the first stop for users to access the mobile Internet, the first point of contact through the mobile network to obtain information and solve problems.

In the traditional business sector, as long as the control of the channel, but also not far from success, in the mobile internet era, the point of view of the world also apply.

It is also the source of many internet giants vying for mobile internet portals. They want to keep their own monopoly by maintaining their access to Internet search and browsers.

Generally speaking, there are generally recognized possible mobile Internet portals: Search, mobile browser, mobile App Store, mobile AD, etc. (some also include the operating system, but personally think that this method is unreasonable, the operating system is too far away from the application, can not be affected by its specific applications or with the application of the association.) ）

　　

Mobile Internet portal

Search

As a major Internet access, search in the mobile internet market has not formed a scale, users have not formed the habit of search.

There are several main problems in this situation:

1, the market is immature, the user has not formed in the mobile internet to do many things habit;

2, the application of fragmentation, users do some things, there are dedicated app, just click, no search;

3, input difficulties, the use of the scene, time, slow speed and mobile phone keyboard itself limitations, resulting in the mobile phone people do not want to or as little as possible input information.

In the mobile Internet market, the individual is more optimistic about "location-based location-based search" of the future. Mobile phones on the PC, adding a very important element is the GPS, or location information. When the search adds a condition, the user's convenience will increase nonlinearly.

For example: "My car is out of gas, search for a gas station, there may be a lot of meaningless information for me, and if the search from my nearest gas station, it is very useful." In a sense, location-based search is also a personalized recommendation. ”

location-based Search

For the general search market, it is not worthless and meaningful. With the popularity of mobile internet market, in-depth, mobile power, mobile payment applications such as diversification, will cause information overload, there is the objective need for search.

Dcci Research found that mobile internet users are increasingly demanding mobile search, and mobile search is in the mobile Internet with a large proportion of WAP traffic still maintain a high rate of growth in the field. With the gradual fade out of WAP, mobile Web, app's further mature, this market will enter the acceleration period.

In addition, the rise of mobile power, the search also brings new opportunities. The mobile search of commodity information, the online parity with offline shopping will promote the development of mobile search of commodity information.

Mobile browser

Because of the "fragmented" representation of mobile apps, mobile browsers are not as glamorous as Internet browsers. Each application is doing its own app, without having to access it through a browser like the Internet.

Even so, mobile phone browser with the market mature, the popularity of smart machines, mobile internet users, or is gradually increasing. According to the data provided by 91 assistants, the weekly download volume of the mobile browser has been declining for a long time, until only a noticeable rebound in March this year, and more than last year's October level, weekly downloads close to 1 million, the downturn reversed. With the introduction of HTML5 technology, the user experience of mobile browser will be greatly improved.

mobile phone Browser Download Volume

From the browser side, and the gradual expansion of the WebKit in contrast, MTK browser and Nokia's own browser are declining trend, MTK from the last quarter of the 12.5% down to 8.9%, Nokia from the previous quarter of 5.7% down to 5.2%. In third-party browsers, UC browsers still topped the list with 30.3% of the market. QQ Browser increase significantly, the chain growth of 2.5% year-on-year growth of 7%.

2012Q2 Baidu Mobile Internet Analysis report data show, UC Browser continues to 30.3% market share leader in mobile browsers, followed by WebKit browser, QQ browser is equal, the market share of 19.7%, 19%. Other browser share distributions are shown in the following figure:

2012 Q2 Mobile Browser market accounted for more than the change in mobile browser

As you can see from the diagram above:

Mobile browser Market is back up again

Mobile browser Market TOP3 a trend of further concentration

The future of mobile browsers is good, though, but in the short term it is clear that the role of mobile internet portals will not be available, and even if future market development, the proportion of mobile browsers will increase, but because of the aforementioned mobile internet "fragmented" characteristics, it is difficult to achieve its high in the Internet PC market.

Application Store

It was initially assumed that the App store was the most likely node to evolve into a mobile internet portal. Because all app apps need to be posted through the app Store to reach the end user's phone.

However, in the process of development, due to the threshold of access is low, mixed cohabitation. At present the domestic big and small application store market to have hundreds of homes. It's still in the stage of a big wave. Compared with the size of such as: 91 assistants, Jifeng, the development of the market and so on.

But even in the market for some of these large app stores, where the App Store market is "fragmented" because of early lack of advertisers, the Gruel App Store market cannot rely on external advertising to maintain operations, only by helping store apps do some promotion.

Reminds me of Ge Jing's movie "panting", tossing for half a day, it turns out that two poor people are calculating each other, pointing to earn each other's money, and can not help each other to make money.

Developers have to find their own way, to look for external wireless advertisers, and thus create another level of opportunity-wireless advertising platform.

Wireless advertising Platform

Since the landlord's house has no surplus, it can only be self-reliant. Developers have the need, there will be "good people" to meet the demand, wireless advertising platform was born.

Posture, wow stick, hundred points of communications, there is rice, the Union, the United States, one after the successive. Who is the biggest contributor to the wireless advertising market? That must be the investor. Because for such an early market, the user's mature behavior habits have not shifted to the mobile phone, the market needs to nurture, need to wait.

Now the wireless advertising market, on the surface is the brand advertising has been slow to enter, or simply do not recognize the value of mobile phone carrying brand advertising, but in essence, the individual is considered to be the whole market immature, netizens did not transfer the "change" behavior to the mobile Internet. Although the value of traditional media advertising is declining, their audiences are aging, advertisers need to find new alternatives, but the market is still growing, especially the mobile internet. Mobile phone to carry brand advertising, but also need time and opportunity. If you want to use a word to describe the current operating strategy of wireless advertising platform, then I think is "alive." Markets can ripen to some degree, but only to some extent. Put down, face the reality, really deep into the mobile internet industry, to look for mobile internet advertising and the inevitable trend of the current way to reduce revenue and expenditure, waiting for the arrival of the dawn, is the market segment every player more realistic approach.

For the current wireless advertising market, each home has its own advertising resources, but this will obviously cause a small amount of resources to disperse the problem, the wolf more meat. Developers and wireless advertising platform cooperation is loose, there is no loyalty to say, here is to make money, this group of price sensitivity eventually created another level of production-wireless advertising aggregation platform.

Wireless AD Aggregation Platform

For simple developers, making money is the absolute truth. Integration of an advertising platform to make 100 dollars a day, integrated multiple advertising platform to earn 150 a day, then he must choose the latter. This is the money-making effect.

and the role of integrating multiple advertising platforms is the wireless AD aggregation platform. Its main task is to the mobile internet in the early days of the meagre resources to amass, to form a certain scale and redistribute.

The profit-making effect also leads directly to the redistribution of traffic and resources.

A real mobile internet "Portal" has been quietly formed. It cannot be said that it must be the only "gateway" to the future of the mobile internet world, but it is at least certain that it will play an important role in the future mobile internet world. Its role can even be comparable to the status of Google and Baidu in the Internet.

Think about, regardless of any one field, that company can do solar PV over billion? Only data saved in text format is more than hundreds of g per day. Is this a big data?

From the type of data, it encompasses almost all types of applications, games, reading, audio books, music, SNS, tools, etc., through these complex data, and is dimly seen in the real early mobile internet world, hidden in the mass-moving data of the "weed heap". There, many mobile internet market early people's behavior, their real ideas and so on.

Mobile advertising industry chain schematic