Mobile IM burst growth giant influx of entrepreneurs differentiated breakthrough

When the user opens lbs (Geographical location service), rallying "shakes" the micro-letter, may find the friend, the café opens the MO, may chat with the stranger, meets drinks the coffee together ... If you don't know these playful apps, you're out of it because the mobile IM ERA has come! If there is WiFi or 3G network, then install a client, with the phone and the other chat can use voice, can live video, you can send pictures at any time. Micro-letter, rice chat, imessage and other new mobile IM emerging, with these new experience to build mobile Internet under the new social interaction model.

A preliminary pillars pattern

October 2010, an app called Kik, Apple and Android, the social software is free to chat through the phone address book, 15 days on line attracted 1 million users.

With the popularity of smartphones and the improvement of domestic mobile communication network environment, from the end of 2010, a new generation of mobile im quickly flooded into the market. December, lei "Rice chat" on-line, occupy the market opportunity.

January 2011, Tencent Micro-letter release, the promotion of the system to show Tencent's user base of the magic; April 11, the Grand Mobile IM "Youni" released; into the June, the new mobile Im again appeared a wave of "blowout": Apple launched the instant messaging software imessage, Users can send text, pictures, videos, communications, and location information to each other via the iphone or ipad ... At the same time, the three major operators have also entered the pie to eat this tempting cake.

China Mobile Instant Messaging (IM) market has reached 523 million in the two quarter of this year, with an increase of 6.25% in the chain, according to data released by the industrial database of the Analysys think-tank. The most eye-catching performance of the quarter is from micro-letter, rice Chat, Youni and other new mobile IM development.

Although the growth rate shows the potential of the entire market, but in the new mobile IM domain, entrepreneurs are faced with an unprecedented pillars situation: Apple imessage, Nokia Imfornokia, are mobile phone manufacturers, with the natural advantages of hardware source; Grand Youni, Tencent's micro-letter is the internet giant's "rich second generation", born with a user base advantage, China Mobile "flying chat" as a direct carrier of telecommunications operators, master the channel advantages of communication. The entry of so many giants makes the new battle a smoke-filled start. CSDN founder Shantao to the "China Business newspaper" reporter said, as if this market has become a big player's market, entrepreneurs cautious.

For now, the war is in doubt, but the biggest competitor has been silent, and the internet giant Tencent has released its micro-letter 3.0foriPhone version to cover all mobile phone users by adding new functionality. The head of Tencent's micro-credit department also said micro-letter registered users have reached 30 million, micro-letter 3.0foriPhone version of the introduction, the integration of a number of innovative functions, "Shake" will become a micro-letter user behavior symbol characteristics, "drifting bottle" and China's Hong Kong, Macao, Taiwan and the United States, Japan's user-bound mobile phone number, Will further extend the concept of mobile internet depth social matrix. Qiming Venture partner Donshau bluntly, "micro-letter growth too fast, entrepreneurial team if you want to enter this field, it needs to form a big difference with the micro-letter." ”

Vertical areas worth looking forward to

Multifaceted, the pattern is undecided, the new mobile IM "war" in the mobile Internet development at a rapid pace, the constant subversion of the model to the market to bring greater variables.

Some entrepreneurs say that the strength of the micro-trust does not prove that Tencent in this market will be a big one, from the market development also has a precedent. Once the market thought that in the search field, Microsoft, Yahoo has two big, but Google again; When Facebook is big, Twitter is up, and today no one seems silly enough to do QQ, but YY is still up.

Eric analyst Shen Yu says mobile IM market is very large, although now mobile im still in happy enclosure stage, but the Instant messaging platform brings a large number of users together, through these massive users can put ads, games, E-commerce, electronic payments are bundled together, thus creating a huge profit space. Although now mobile IM users are tens, but mobile phone users have hundreds of millions of, there is enough market to accommodate entrepreneurs, so there will be opportunities to exist. Given the complexity of the competition, opportunities are also challenges for new entrants, and opportunities are available before the industry matures. But the need to remind is: the current competition has tended to homogenization of competition, all kinds of products are not essential differences. Entrepreneurs need to come up with differentiated competition to win the market.

Have a grassroots user, quietly barbaric growth, gradually become giants, standing on the Internet jungle, yy success is the PC-side instant Messaging one of the typical success of differentiation vertical subdivision. Despite the strong, need to be cautious, but entrepreneurial passion, there are still many entrepreneurs in the mobile internet brought about by the emerging social model with their own ideas into the market. For example, the MO, here, meet, fluttering letter and so are the brave entrants to the market.

More and more mobile IM products, competition from different platforms have their own advantages, how to emerge from the numerous instant messaging software? Analysys International analyst Dongxu that to see the user's needs and experience of the product itself, can not be limited to the current function of IM, to be able to continue to be based on instant messaging for its grafting more new models, the user will eventually choose the product must have their own supporting points of interest. Because to meet the interests of all, for small entrepreneurial team is difficult to grasp things. YY's success is more play Network founder Lee Colling in the long-term operation of the game network in the process of discovering the user's hard demand, so has been very low-key through the spread between users to accumulate users.

From the case of YY can also be seen, the mobile Internet in various fields of convergence has become the future trend, just as with lbs gradually become a product standard like, many applications in the future after the integration of the market will also expand. Wan Haoki, a partner of Jingwei Ventures, said Mobile IM has become a market for big players, but for entrepreneurs, other products can be extended based on mobile IM, such as a stranger who socialize with strangers, a product that can support the existence of such products in social and business areas.

Innovation Factory founder Kai-Fu Lee also to the "China Business newspaper" reporter said, when a three-dimensional, four-dimensional or more dimensions of the field, these areas may already have a lot of large, but there is still a lot of space to put the ball, small balls. Now instant Messaging has become the fastest-growing application on mobile phones, and survey data show that more than 96% of mobile internet users are using all kinds of mobile IM services, mobile Internet instant messaging market is promising. Future mobile IM although for small and medium-sized entrepreneurs in products, capital, talent, operational challenges are great, but from the business, education and other vertical subdivision of the field to find their own space, is still an entrepreneur can expect a dream.

Case A

Here: From business social breakthrough

Micro-letter swept, Tencent with Internet development experience, brand technology and user reputation to establish a strong competition barriers, how entrepreneurs survive? For a number of pioneering Beijing Roosher Technology Co., Ltd. CEO Robert, he chose to avoid the micro-letter main integrated route, into the business application market, launched the "Here" application.

"Here" is a social application based on business activities, focusing on business people, based on geography, activity and identity, to find like-minded partners.

Social needs ignite creative spark

Since ancient times, communication has always been the basic needs of people, the interpersonal relationship chain established on the basis of communication----------------------------------------------

Robert introduced, "Here" inspiration is from his personal experience. Often attend some business activities, meetings, and would like to have targeted to find partners. However, every activity at the scene there are many people, need one by one exchanges, exchange cards, one by one to understand each other, in order to "chance" to find the target cooperation object. After the event, a large number of people, because of time, missed the exchange of business cards, exchange opportunities, so that the loss of a part of "Target customers." If there is such a software, can span the time, space dimension, but also in "a certain geographical location", to find like-minded people, is very practical, will give the real need of social activities to bring a lot of convenience. So he founded the IM "here" based on mobile internet to solve this problem.