Mobile Internet relies more on scenes than portals

I've been thinking about two questions recently: 1. Is mobile Internet traffic concentrated or dispersed? 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 nexttencent through micro-letters.

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.