Mobile Internet brings the "super entrance"

Data from the Ministry of Industry and Information Technology show that in 2015 China's mobile Internet spending will exceed 2 trillion yuan. With the increasing use of mobile payment, location services and O2O applications and the rise of many kinds of smart terminals, they not only create huge market opportunities, but also change people's lives more and more.

Mobile Internet has also brought the concept of "super entrance", such as WeChat, mobile QQ, Alipay, Baidu Maps, Youku video client using a wide range of mobile applications, are being considered by giants as traffic, build business model Starting point, but "super entrance" is not enough to cover mobile Internet services, at the just-held GMIC (Global Mobile Internet Conference), many manufacturers are innovating to sink services, becoming the new "entrance", this will be user sticky Live and find new opportunities in the market.

Mobile life "chasing users and lines"

"If the user saw the first episode of" I'm a Singer "on his cellphone, when the second episode is played, the browser will prompt him to have new content to watch." According to Ye Jun, chief product architect of QQ browser, "In addition to The user's active search, the browser has the ability to go one step further. "

Ye Jun said "further", it is through big data mining to meet the individual needs of users. Personalization, but also for many from the Internet "shift" to the mobile service showed a different look. Ye Jun said that in order to fight for the next generation of mobile Internet users at the portal, browsers will adopt a strategy of catching up with users and anticipate various potential needs of users. "Through the analysis of the data, we can have a precise judgment of the user's direction and know his interest, and the browser can be clever and more intelligent, and convert the information accumulated by the user during the fragmentation time into an interest." Take the QQ browser Say, it will be based on the user's search behavior and users in the micro-channel, mobile QQ and other social networks in the public sharing, to determine his level of content preferences.

In the mobile news client field, the personalized satisfaction of "Thousands of Noodles" also started to "test the water." Sohu previously announced a partnership with CNTV to secure video-on-demand and related video rights for all of the matches of the 2014 Brazil World Cup. Charles Zhang, Chairman and CEO of Sohu's Board of Directors, said Sohu will adopt a "portals + video" reporting strategy to fully open the doorway professional reporting capabilities and video self-control capabilities. He told this reporter, Sohu will try big data mining in the mobile client's World Cup coverage. "In the 'My News' section, personalized content is delivered in conjunction with the user's own needs. If you frequently click on a team's news, then the client will determine that you are a fan of the team, will Related news and video content to you. "

Initiative to move closer to the user has even begun to change the profitability of mobile Internet. Iwate CEO Shidou, a specialist digital marketing agency, said mobile advertising accounted for only 2.7% of global advertising spending in 2013. It is estimated that mobile advertising spending will increase to 45 billion U.S. dollars by 2016. One of the important reasons for the rapid growth is the continuous improvement of mobile marketing. "For us, Aviva is delivering 'eye-to-see' performance marketing, precision-targeted advertising using DSP (digital signal processing) and personal reorientation of personal interest based on our statistics. These new The use of technology, can improve online sales of e-commerce up to 7 times.

Smart hardware hot still need to think coldly

"OK, glass (good, glasses)" - This phrase of Google Glass start command language, can be heard frequently in this GMIC. The industry believes that smart hardware will be the next major entrance to the mobile Internet.

Recently, Google released Android Wear, a wearable device platform, and Apple showed car-mounted Carplay to the outside world. In the country, the Internet giant also smelled the future of smart hardware and began to layout. Baidu's Baidu Inside collaboration program is being demonstrated at GMIC. It supports Baidu's technical capabilities and marketing, data and other support for smart hardware. That is to say, Baidu will provide the "brain" for smart hardware. Ren Yu Xin, chief operating officer of Tencent, said Tencent is defined as a connecting company trying to connect everything. Tencent released Lubao App and hardware "Lubao box", and with PICC, Shell, the two companies jointly announced the establishment of "i car life platform."

Why Internet giants and entrepreneurs get together in the field of intelligent hardware? From a technical point of view, the open source intelligent operating system is gradually maturing, paving the way for the development of intelligent hardware, Android system has been very mature to the mobile phone, tablet and other intelligent terminals. Investors are optimistic about the development of intelligent hardware in the innovation environment of intelligent hardware. And the supporting services such as cloud service and innovation incubator are also constantly improving, which is the escort for most intelligent hardware start-ups.

According to the relevant agencies data show that China's smart wearable device market has a "minimum 200 billion" share and "400 million mainstream users." However, at present there is not a user-friendly product developed in the field of intelligent hardware. Gather high popularity of intelligent hardware areas, at the same time need cold thinking. Peng Steel, a senior vice president at Music TV, said smart hardware that does not provide services is invaluable. "The hardware is pretty, efficient and looks high tech, but having no back-end service makes no sense to the user."

There seems to be a paradox in the field of smart hardware today: high pricing, fear of users not accepting, low pricing, and no profit. Peng Steel believes that entrepreneurs in the establishment of intelligent hardware business model must be charged to the user. "The free model of smart hardware does not mean that you do not charge users, and having a profit is a fundamental motivation to keep moving, and only paid users are real fans."

At present, the competition among the domestic IT giants in the mobile Internet has been quite fierce. However, the competition in the hardware field is still in its infancy. The smart hardware products themselves are cross-industry products, meaning the value chain will be longer and the integration will be very difficult. Entrepreneurs should not only pay attention to hardware design, marketing channels, customer service after sale, but also calmly think how to provide services through intelligent hardware, and a reasonable profit model. (Chen Jing Tan Xin)