Mobile End Scramble: Bat layout who's stronger

The transfer of Internet to mobile end is undoubtedly a hot spot in China's economic life, it is profoundly changing the life of Chinese people.

In the Internet arena, Chinese companies are showing growing clout: Alibaba will hit the US stock market with its huge market capitalisation and Tencent's position as the first-highest-priced stock in Hong Kong. Behind the changing trend of mobile Internet, people are increasingly discovering that behind the emerging companies or models, there is a flash of bat (Baidu, Alibaba and Tencent). Through continuous mergers and acquisitions, the three giants move the mobile end of the pace is accelerating, and its competition is moving from the traditional internet to the mobile end of the rapid transfer.

Tencent: A hand that revolves around micro-letters

Tencent has an early advantage in mobile internet use of micro-letters, but this is only the beginning. This year, Tencent's mobile internet layout strategy from "acquisition" into a "buy", whether it is the public comments, Jingdong Mall, or the Korean game giant Cje&m, Tencent has no pursuit of control, and even the reverse of their own assets into a stake in the enterprise situation.

Behind this series of moves, Tencent is making an unprecedented restructuring of its internal assets: supporting quality assets and strategically restructuring subprime assets. From the current mobile map, Tencent has been in search, payment, maps, social applications, video, games, electricity and other fields to build a mobile ecosystem. Tencent has entered the stage of deep integration around the micro-letter, which marks the basic ending of Tencent's enclosure movement, and will enter into a more intense competition stage in the subdivision field.

Increase "strong" to "weak"

As the most important traffic depressions in the mobile interconnection market, mobile browsers and mobile search are undoubtedly the important channels for the transformation. The latest hottest event is undoubtedly the embrace of the independent UC investment Alibaba, surpassing Baidu to acquire 91 wireless to become China Mobile Internet domain biggest acquisition.

In fact, Baidu acquisition of 91, Tencent Investment Sogou, plus this time Ali to buy UC, three of the investment is bat in the mobile field of large investment events.

After the Tencent search after more than 7 years of development still no improvement, there is no doubt that Tencent buy more of its own weak business to sell, and to draw a strong partner.

It is similar to the investment in Beijing-east. As a strategic asset, Tencent can not ignore, but its Xun, Pat, QQ net purchase of Trident has been unsatisfactory performance. Rather than struggling to fight, better to join forces to challenge a larger goal, so Tencent decided to do subtraction, that is, to give up the platform-type electric dealers, and Beijing-east cooperation.

At the same time, with micro-mail, QQ and other powerful flow of Tencent has not abandoned O2O (onlinetooffline). The assets injected into Jingdong do not include mobile-business assets, such as micro-shopping and micro-life, which will be a credit chain. Link to Tencent shares in the public comments and domestic mobile dealers trading treasure, these cooperation point to the O2O and mobile operators to build the Internet ecology.

It is noteworthy that Tencent investment in the public comments, Sogou, Jingdong three major companies in their respective areas of the location is not the first is the second. is willing to become a part of the Tencent department, these companies are most important to Tencent's leading position in the mobile Internet, that Tencent in the mobile end of the micro-letter and mobile phone QQ two trump card.

As of now, only from the mobile internet part of the layout look, in the search field, Tencent has Sogou and QQ browser, payment, there are micro-letter payment; Map platform has Tencent map, mobile im social, Tencent's micro-letter one alone; In the video field, Tencent has its own Tencent video; games, Tencent has its own micro-letters, Mobile QQ, mobile phone QQ game Hall, Mobile QQ space, the application of treasure, such as the various mobile platform resources are integrated; In the electricity business, Tencent to the east to kill into Ali hinterland.

For O2O, the most competitive field, Tencent shares a public comment, drop a taxi, launched micro-letter store, and Wangfujing department stores, New World department stores and other cooperation.

It can be seen that Tencent is the internal assets of the "addition and subtraction" reorganization, that is, to reduce the burden of business groups, coupled with external forces, deep into a certain area. As of now, the micro-credit game is Tencent to do its own, electric dealers, O2O These commercial direction is more to introduce external forces.

Deep ploughing Stage

Recently, Sogou official access to the public number of information, the launch of the public Inquiry Search service, users can search the Sogou page to find relevant micro-letter public number and all articles. The move opened the mobile internet era of the prelude to explore the app, but also Tencent after the search for a more in-depth integration of the two sides.

Although the previous has been with Tencent's search and search team for integration, and at the business level by mobile phone QQ browser support, but sogou in the micro-letter cooperation at this time is really on the right track.

App Search is a new portal for mobile search. Since the end of 2012, Google, Baidu has issued a corresponding "application search" strategy. Micro-trust, micro-blog and other app's internal search in the integration of information, to adapt to the mobile phone social attributes of strength. Micro-letter to the exclusive opening to the Sogou "privilege", undoubtedly improved the use value of Sogou search.

It is noteworthy that, in addition to the above mentioned Sogou, into the June, Tencent began to fully accelerate the integration of the investment business. Public comments as early as Tencent shares began to enter micro-letter today's food and mobile QQ life preferential access, will be in the efforts of both sides of the integration of Tencent Micro-life membership card business and related teams.

Among the many cooperative companies, the most noteworthy is the Beijing-east. In the Xun and QQ online shopping business fully injected into the east, Tencent has also opened traffic, pay the full support, including open micro-letter one-level interface, Jing-dong goods fully settled into micro-letter, mobile phone QQ application opened Jingdong "shopping" entrance, users can enter the "QQ wallet" in the Beijing-East shopping page, Jingdong "6 18" Shop before and after the micro-letter and QQ on the issue of Beijing-East red envelopes. It can be said, from Tencent "authorized" Sogou opened micro-letter search began, Tencent began to try a half open expansion, micro-letter also from the closed to the Half-open.

In the mobile Internet layout, Tencent has entered the deep integration stage around the micro-letter, which marks the basic ending of Tencent's enclosure movement, and then enters the more intense competition stage in various fields, and tests Tencent's ability to plough deeply.

Ali: Frequent mergers and acquisitions + endogenous application rewriting pattern

Every journalist Tao Li from Shanghai

Through the long-term development of "internal growth + external mergers and acquisitions" of the dual-line model, Ali can finally in the mobile Internet field and Tencent and Baidu to contend with. Ali's recent acquisitions in the country have been more frequent, and "mobile" is a key word for these acquisitions. In China, Ali and his rivals are laying out huge markets that have been spawned by the rapid popularity of smartphones.

China's smartphone users have reached 500 million, according to China's Internet Information Center, and the number of new mobile internet users has reached 54 million last year, the world's top. Given that China's Internet population accounts for only 45%, the mobile Internet should continue to grow, adding that this year China has just started to launch its high-speed 4G network, and Ali says it plans to build new mobile products around locations, O2O services and digital content.

A serial takeover in the Mobile world

In the past year, Ali spent more than 2 billion dollars or shares in or directly acquired more than 10 smaller companies. These companies include map software makers, social media sites, web browsers, logistics companies and an American website with ideas from the Paris flea market. The big deal is rule-based: According to the Wall Street Journal's latest estimate from Morningstar Foundation, Morningstar's valuation of the U.S. listing could be as high as $220 billion trillion. Ali this round in the mobile field of the serial acquisition, apparently intended to make up the IPO before the short board.

The daily economic news reporter notes that Ali's acquisition of the gold map and the UC Browser is an extremely important strategy. China's IT Research center data show that as of the first quarter of this year, the gold map ranked China's mobile phone map market share second, after the Baidu map, UC Browser's market share is highest.

The merger of the two companies will undoubtedly bring Ali a lot of new customers: Better map services will help attract customers who use smartphones to find shops; better mobile browsers can cater to users ' habits by linking them to Ali's Alipay, mobile phone Taobao and other applications. This convenient mobile phone chain service allows users to have a better use experience.

To cultivate the user's mobile payment habit is Ali's important goal. According to people familiar with the story, Ali had spent huge sums of money to subsidize the quick taxi, because of this.

Mobile end turnover increased by 394%

In the latest prospectus, Ali first disclosed Taobao and the cat two big platforms separately calculated total. At the end of March this year, 2014 fiscal year, Taobao total turnover of 1.172 trillion yuan, the total amount of cat transactions amounted to 505 billion yuan. In the first quarter of 2014, the total number of cat-day deals reached 135 billion yuan, up 91% from a year earlier, ahead of other manufacturers.

Previously, the industry has been that the mobile Internet is Ali's soft rib. However, after many mergers and acquisitions and layout, Ali may want to refresh the external impression. Data show that Ali 2013 of the Platform commodity Transactions amounted to 248 billion U.S. dollars, the world's highest, of which 19.7% from the mobile end. In 2013, Ali Mobile retail accounted for 76.2% of China's total mobile retail sales, according to the data from Eric Consulting. In the 2014 fiscal year, Ali Mobile end of the total volume of goods reached 319 billion yuan, compared to the previous year's 81 billion yuan growth of 394%, the mobile end of the month active users also rose to 163 million, increase 19.9%.

In the first quarter of this year, the ratio of Ali mobile end to total turnover rose from 10.7% to 27.4%, with a total turnover of 118 billion yuan. In the first quarter, wireless revenues rose by 691% from a year earlier, to 1.162 billion trillion yuan, up from 12%.

Ali an insider on the daily economic news reporter revealed that this year is the first quarter of Ali and its investment in the full integration of the application of the period, "a comprehensive acquisition of UC, so that the company has access to 264 million users, these traffic entrance and Ali original user coincidence degree is not high, so brought new growth." ”

Ali Future Integration Road long

Ali on the eve of the listing of UC, in fact, is intended through the integration of UC business to make up their own in the mobile browser, hand tour, search on the short board, activating Taobao Browser, a search and other resources, making up for Ali in the mobile Internet field entrance.

There is analysis that, to the mobile internet era, Ali gradually realized the importance of the entrance, but due to the lack of experience in the entrance layout, resulting in the layout of Ali in the mobile end of the disorder, characterized by means of a single, over-reliance on acquisitions, including micro-Bo, Gould, UC and so on.

There is also the view that, due to long-term focus on the electrical quotient, so that Ali in the acquisition of resources after the lack of experience, more is a unilateral request, such as the use of micro-blog advertising, the promotion of the German, UC entrance ... But without the integration of team and resources, it is difficult to achieve the 1+1>2 effect.

In the past two years due to the rise of mobile Internet, BAT continues to speed up the "enclosure" process. Among the three, Tencent has a micro-letter, which is the largest card in the mobile end layout, but only the micro-letter is not enough, Tencent is also constantly exploring new portals; The characteristics of Baidu is the product + platform, its layout has been playing a role, the synergy between the products, ecological closed-loop for the future of Baidu in the development of mobile Internet provides a foundation, The question for the future lies in how to do it bigger and stronger; Ali because of long-term focus on the PC side, lack of experience in the mobile end of the layout, and due to a variety of reasons for its late layout, and the effect is poor, to build their own mobile end of the future, Ali needs to do is not only to hit the money, in the layout process, more emphasis on integration, pay more attention to the total win. From now on, Ali's future integration is still a long way to come.

Baidu: Product + platform-type breakout

Every journalist Zhangs from Beijing

In the mobile Internet enclosure movement, as one of the three big bat Baidu, Tencent and Ali frequent storm mobile end of the background, often questioned by the industry "run slow". But after 2013 years of catching up, Baidu in the mobile area of the layout has shown results.

At present, Baidu at the mobile end of the layout of mobile search, application distribution, maps and video four entrances, 14 mobile products users over billion. Among them, search, distribution, map three kinds of products themselves have the platform properties. And Tencent more around the micro-letter a product expansion of the ecological differences, the layout of Baidu presents products + platform characteristics.

Two key acquisitions

In the process of mobile Baidu layout, there are two more key acquisitions, one is the acquisition of PPS video business, the second is to buy the largest domestic third-party application download Channel 91 wireless.

PPS Mobile video Client is the largest user base of the Internet application type, is to absorb the flow of mobile users an excellent entrance. Baidu spent 370 million of dollars to acquire PPS, more is bullish on PPS in the mobile internet hard power.

After a year of development, Archie Arts director of Mobile and value-added services, senior Vice President Yang Xianghua recently revealed that the current Archie art mobile end of the flow accounted for more than 60% of the total flow, from mobile video advertising revenue accounted for more than 30% of advertising revenue.

Recently, Baidu will be its Archie art and PPS two video brands into one, unified integration for the "Archie Art." Non-video service brands, such as online gaming business, will continue to use the PPS brand development.

You can see, in the video field, Baidu by virtue of strong capital strength from the beginning of this year's strong complement of homemade content to the mobile end, has been to the video industry's first Youku potatoes to challenge.

Baidu Another key acquisition--91 Wireless is greatly consolidated the former mobile internet entrance status, not only Baidu search flow into the 91 wireless, but also Baidu's many applications to import the platform, a comprehensive layout based on the search and application of the composite entrance of the store.

The industry was optimistic about the marriage of UC and Baidu, Baidu is also very sincere, but then the UC abandoned the original plan to embrace Ali.

"At that time, Baidu retreated to choose the next 91, and given the industry at that time a rare super acquisition price, from the then strategic pattern, Baidu is the most of all internet giants need to buy 91." In the mobile Internet app this wave, Baidu on the situation appeared a slight miscalculation, appear everywhere passive, especially after being rejected by UC is to let Baidu briefly lost the next direction. Wang Liyang, an Internet analyst, told the Daily economic news that a blessing in disguise was a blessing, and now, Baidu's acquisition of 91 at least stabilized the mobile distribution market share and strengthened Baidu's voice in the mobile internet landscape.

Platform effect

Throughout the Internet three Giants mobile card position war, it is not difficult to find, for mobile terminal enclosure, the three parties are still based on the original advantages of the layout extension, Baidu depth in search, Tencent deep in the social, Ali love the electricity quotient. After 2013 years of catching up, Baidu's layout in the Mobile field has shown remarkable results.

At present, Baidu in the mobile end of the layout of the search, application distribution, maps and video four major entrances, a total of 14 mobile products, the number of users over billion, including mobile phone Baidu client, Baidu Mobile browser, Baidu Cloud, 91 desktop, Baidu Map, 91 assistants, Android Market, Baidu Magic Map, Baidu Mobile Input method, Archie art video, PPS, Baidu Video, Android optimization master/Baidu mobile phone defender, Baidu mobile phone assistant.

According to the report of "2013 domestic mainstream Internet enterprise mobile End Competitiveness Research" published by China Internet Third party research organization & Data Platform Internet Data Center (DCCI), Baidu is one of the most mobile internet enterprises with "market leadership field" in Search, map, Video and app stores have advantages in four areas. These four areas are also Baidu's mobile layout in the strategic focus.

It is noteworthy that Baidu has market leadership in 4 areas, search, distribution, map three products themselves have platform properties. This kind of platform attribute makes it easy for Baidu to share platform value with developers and build mobile internet ecology.

The report believes that in the Internet field, Baidu has been a technology, cloud, large data, in-depth learning and other technical areas of obvious advantages. After the rise of mobile internet, Baidu has brought technical advantages to the mobile end, such as speech recognition and image recognition. Baidu's sharing of these technologies with developers is critical to attracting developers and building platforms. This is what Li put forward to make technology "platform and interface."

(Responsible editor: Mengyishan)