Mobile App or Web, who is the portal to capture the moving end?

On the two forms of mobile end market: The advantages and disadvantages of application (app) and mobile web site

The speed of mobile Internet development is obvious to all, and the smartphone also keeps high growth rate. In Mary Meeker's 2014 Internet Trends report, smartphone users worldwide reached 1.6 billion in 2013, and tablet users reached 439 million. In such a big market temptation, "have to move the end of the world," The voice is also getting bigger.

But who is the door to success on the mobile side?

From today's industry products, the approach to the mobile end is divided into two main types: App application or mobile Web site. And the two have their own suitable areas and use of the scene, if the choice of discomfort, but less.

App: Mobile Apps

When it comes to who is the king of the moving side, app may be the best answer in many people's minds. Flurry Analytics said in the report that US consumers spend nearly 3 hours a day on mobile devices, and 86% of the time is occupied by apps.

It is undeniable that the app is really amazing, and it has also attracted companies and teams to spend a lot of time and money on the big waves in the app market. But the same cannot be overlooked is that the operation of the app is always a problem to be bypassed. How to let users from: Know the product-> download trial-> continuous use-> rely on, each process is likely to be a product of life and death level. A few days ago to see the "entrepreneurial said" 0 experience to take over the app operation promotion, talk about these two months how I survived the ", can be said to be a detailed description of the app this road is not easy."

While China's demographic dividend makes it possible to download hundreds of thousands of or even millions app downloads (which is a pretty impressive number in other countries for stand-alone apps), the new app still faces a lot of pressure in the same range. High investment, more like a broken axe sinking boat gambling.

In general, the areas that may be suitable for choosing app as a product carrier are:

· The product or the company itself has the popularity, already has the certain user group

The success of micro-letter is not only the advantages of its products, but also because Tencent and QQ have accumulated a large number of user groups, so that micro-letters in the promotion of easy access to the app user

· Games, social strong interactive products

For both types of products, app is the best option (the success of micro-credit is also due to the product attributes of its social class). Because both require a lot of time for the user to invest, and the quality of the product itself has higher requirements. Apps are stored on mobile devices and are easier to open and use than Web pages, while apps are more malleable, more functional and more stable in their products. These tailor-made, are excellent games, social products indispensable elements.

· Life must be a kind of product

For example, the weather, music, communications (micro-letters also fit) These areas of our lives, app is a very suitable product carrier. Get up early to see the weather, users will directly open the Weather class application, and rarely open browser search. This is because the "open application" step on the information available, Internet search requires at least three steps. Google integrates the weather and routes into its own Google Now app, and is based on the same philosophy.

Of course, these are only the reference to the general direction of judgment, the real success of the application products are often not within the rules. or back to the original question, for the app, how to complete from the "download" to "Active user number" transformation, is the decisive node.

Mobile Web: Moving-side web sites

Mobile web concerns are much darker than apps, and only 14% (Flurry analytics about the U.S. consumer's mobile end) in terms of time occupancy. But mobile site has its own unique advantages: relatively small investment, can be quickly updated and revised. Unlike apps that require users to re-enter the App store every time they are updated, the site can fix bugs over and over again, without requiring any user action.

The most important advantage of mobile web sites is that the user threshold is nearly 0 and easy to share and spread. For apps, allowing users to download the app itself is the first problem of operations. Even if the user clicks on the ad, it can only take the user to the App Store, and the download or not depends on the user's personal will, while downloading the app also takes into account the storage space of the device and other issues such as personal privacy. The mobile Web page does not have this problem, if the user clicks on the mobile phone link can be directly to the page. The same Web site to share the basic no platform restrictions, whether in other sites, or within an app, as long as the paste site can be spread information sharing.

Also, mobile-end sites have their own vulnerabilities: even though HTML 5 can already be a difficult interactive script, there are still a lot of limitations, which are not comparable to the app's use; For example, has been outdated for a long time IE 6, it is basically not run up ...

Mobile sites are much lower in terms of user adhesion than apps. Because in addition to loyal users, few people actively search for specific sites every day. But now the mobile site's browsing volume has not relied on search engines, but social applications. Facebook, for example, has 30~40% the flow of news-media websites. This trend also allows users to go directly to a content page of the site, and the homepage of the volume of browsing has plummeted.

Possible areas for mobile Web are:

· News media:

Large amount of information, update speed is the two major media focus, and mobile web site relatively low pressure, can be repeated changes. And the current technology already can support the media class website to carry On "the class app" The interaction, the Time magazine TIME.com as well as American makeup magazine lipstick.com is aimed at the mobile end use situation, has carried on the targeted optimized design.

· Independent Brand:

The electric quotient mentioned here refers to the brand, such as Lauder or Uniqlo, rather than Amazon, Taobao type of platform website. This brand site user may consume at the mobile end, but with a low frequency. In the case of opening one or two times in one months, most users will not be willing to download a space-occupied app for this purpose.

· Products with Web sites and apps:

If the product itself has a website, then the mobile site is the best app download outpost. In LinkedIn, for example, if you open its mobile web site, the top of the screen pushes the ads for LinkedIn apps. If the user repeatedly sees this push on the mobile site, it is likely to download the app directly.

These are the personal views of mobile apps and mobile web. Although we still believe that "real gold" products are not rigidly adhere to the product form of the "fire", but how to better play the app and the advantages of the Web is the product design and development should be considered in the problem. As for other hardware barriers, such as app configuration and Web site speed and traffic, it's up to the hardware team and the mobile operator.

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