Mobile internet detonated "crazy" investment subdivision of Blue ocean and Red Sea

After the internet, has the golden Age of mobile internet entrepreneurship come to an end? How to release the enthusiasm of the detonated investment? Who will become the future mobile phone Tencent, Baidu? Anderson, the founder of Netscape, a leading venture capitalist in Silicon Valley, predicts that in the next decade, at least 5 billion people will have smartphones in the world, and every industry will be connected to the Internet instantly and everywhere. It is reported that China's current Android mobile phone imports more than 500,000 units per day.　　On a global scale, 3G users will likely grow from 1.1 billion in 2010 to 2.8 billion in 2014. The wide popularity of smartphones, the depth of WiFi layout, the improvement of industrial development environment, the "open source" concept to stimulate the application of innovation, the ability to pay users to increase, etc., have brought unprecedented opportunities for the development of mobile Internet. More importantly, compared to PCs, mobile terminals are more conducive to the use of debris time, and users more intimate. Renren CEO Chen in an industry forum is frankly: Renren faces the biggest opportunity is the mobile Internet, currently has 40% of users from the smartphone.　　The development of mobile internet has stepped into the acceleration stage.　　What is the difference between the start-up and investment of mobile Internet and the PC Internet age? Chen that the biggest difference is in the cycle. "Mobile internet mobile companies, terminal companies, all surrounding industries from the beginning, development, maturity to the decline of the entire life cycle and the PC Internet is completely different, mainly reflected in the first, terminal replacement cycle." PC 34 changed once, and mobile phone is usually six months, change once a year; second, the use of distribution channels are different, PC Internet does not have Microsoft to do an app Store, and mobile internet has two giants do this thing, this is a huge environmental change; third, in the entire value chain of mobile internet, The proportion of Chinese companies grabbing value is lower than the PC Internet industry. In the PC industry, our country still has the association, can make a lot of money, but in the mobile internet, especially after Apple has made the App Store, put a lot of the application of the money away, although the industry is very large, but China can be seized from the value of the PC industry may be lower. "Mobile phone features stimulate growth space mobile Internet development is based partly on traditional PC Internet, according to its relationship with the latter, the application of mobile Internet can be divided into three categories: one is from the traditional PC Internet direct transfer, such as the first portal site; the second type is the special performance of the mobile phone after the transplant,　　such as location-based services (LBS), the third category is entirely based on mobile phone characteristics of the development of new applications, such as mobile phone camera, address book-related applications. These three types of applications also represent the different stages and processes of mobile Internet development. "In the first phase of the 2005, the SP represented, some companies were lying down and earning their money. But come fast, go fast, because the competitiveness is not outstanding, and the SP's many consumption is an impulse consumption, unsustainable。 From 2006 to 2010, the most basic feature is to transplant all the services and applications on the internet to mobile phones, but mobile internet companies can only squat to earn money. 2011 to 2015 is the third phase, which allows mobile internet companies to stand up and earn money. They have the opportunity to make unique applications and services that can be fully displayed on a mobile phone, and PCs can only serve as an extension of the service.　　"Beijing Big Head Wireless Information Technology Limited Company chairman Wang Qindai said." Gobi Venture vice President Tong told the "Financing China" Reporter: "based on mobile phone characteristics of the application of future growth space." such as lbs function, you go to a shopping mall, through mobile phone can see discounted information, generate the desire to buy instant. But if you see this information from the Internet and run to the mall, the desire may be gone. The second category is usually done by traditional PC Internet companies, but emerging mobile internet companies also have a chance to eat. "The A8 music Liu Xiaosong A similar view:" The smartphone industry is just beginning, and the new mobile internet company must be mobile-centric, not internet-centric. "[Page] segmentation of the development of cold watch mobile phone games mobile Internet segmentation in many areas, wireless value-added services, mobile games, mobile phone applications and services, application stores and related, wireless marketing, mobile search, etc., is a variety of, this is the charm of this industry.　　Among them, in addition to the development of relatively mature wireless value-added services, mobile gaming is the most favored by investors (see table 1). The game is a big class. Including a single player's casual games, social games, large-scale games and so on. But the development of a single game is a big risk. "If you're just doing one or two games today, I'm worried about your future," he said. Some small teams play a good game, but this game may only be 3-6 months of life cycle, 6 months after what to do? Yes, managing director of the Qing branch, said to reporters. As a result, some gaming platform class companies are more bullish. "There is a way to do a lot of small games to form a platform." Some companies have done a good job. Use the platform to continuously launch new games and keep users. The key to the success of mobile Internet projects is whether users can continue to follow you. "Yes said. In addition, CHINGKO researcher Zhangyanan thinks: "The social class game platform, can enhance the user stickiness, provides the possibility for the business model realization, the game platform through the collection many game company, realizes the product rapid change, is advantageous to evade the big Internet company's encircle." The Application Store application store is a service platform that provides users with a wide variety of applications. Apple allows users to browse and download apps for the iphone SDK or Mac from the itunes store or Mac App Store. Users can purchase or free trial to download the app directly to the iphone or ipod Touch, ipad, Mac. "The value of the application store model for the mobile internet industry is veryBig: First, it changes the design pattern of the PC, the user experience of the application is enhanced; second, the application store built the long tail structure for the first time, and realized the long tail theory. Thirdly, the distance between the developer and the user is shortened, the application can quickly reach the user's hands after development, and the developer can quickly improve according to the user's feedback. The process was particularly lengthy.　　"Lenovo Mobile Internet application and service Director Mao Shijie said. But the current development of the App Store is showing signs of malaise. "There are more than 50 domestic application stores, far exceeding the normal market demand." The industry is so impetuous that people have no energy or even the will to innovate, but are rushing to rob developers and end-users of resources. The App Store will go down in a year or two and the final market will hold no more than 10. Stand out or be differentiated.　　"Mao Shijie said. The application store is now a simple download station, which brings a very low user stickiness. "Browsing is meaningless when it has hundreds of thousands of or even millions of applications." If you do not look for a new direction, the future is worrying. "Jingwei Chinese partner Wan Haoki said," and the development process to combine the characteristics of users, the number of domestic users, and like to follow suit. For users, the people who know each other personally experience, will have a high degree of recognition of the value of the software. Therefore, the future model of the application store should be community-based. "From the charging mode, the current income of domestic application stores mainly from the manufacturer's earnings, can not afford to charge users." "Many of the domestic store is the early user experience to do a good job, but in the long run, the first, the industry will be integrated; second, the income model will change." From the business side to make money, the early days is OK, but definitely not very big. "E-commerce mobile traditional E-commerce huge online logistics support needs, huge capital occupancy, for the emerging mobile internet companies seem too heavy." However, the characteristics of mobile Internet, such as the portable, local and so on, make it naturally has the function and attribute of the blending transaction.　　In this field, the O2O model is emerging, typically such as group buying. O2O (online to Offline), will be offline business opportunities and the Internet together, let the Internet become the front line trading. This offline service can be promoted online, consumers can also online screening services, and can be online settlement. The most important feature of the model is that the promotional effect can be checked, each transaction can be tracked. To businesses and users to bring a lot of benefits. "In the past, many companies that did not have internet conditions were allowed to operate and manage and sell online." Traditional E-commerce coverage is such as Dangdang and other logistics stores. O2O the traditional real economy and the virtual economy of the Internet fully integrated, more local industry into the category of E-commerce, these non-logistics service industry in the life of a large proportion, and can bear the consumption capacity is enormous. Therefore, the O2O makes the real economy digitization forward a big step, and the traditional electronic commerce does not have the essential difference, but it expandsTerritory and may have a changing role. For traditional E-commerce enterprises, but also in the past some can not use the ordinary desktop Internet management process to come in, such as inventory products, cargo logistics real-time tracking. "Beijing billion US Soft Tong CEO Li said."　　[Page] Dances with big companies? Like the traditional Internet principle, mobile Internet is also a kind of eyeball economy, all kinds of innovation, various operations, the aim is to gather target users, and on this basis to generate business model. As a result, those mature, large internet companies become a huge mountain in front of entrepreneurs. Tencent Micro-letters and other products have demonstrated their innate advantage in the mobile Internet field.　　So, to the small and medium-sized companies, entrepreneurs, where is the living space? First, entrepreneurs should avoid head-on with several mountains. "From the perspective of venture capital, we look at the project to understand first, whether the big companies are also the business as its future development focus." If so, the project risk is too great. Tong told the Finance China reporter. "There are about dozens of companies doing this kind of product, like rice chat," he said. We thought it was too big for Tencent to tolerate. And if Tencent has made up its mind, it will not lose to others in terms of functionality or user experience. In addition, Tencent's original user relationship has many innate advantages.　　Yes also thinks. Despite the surge of big companies, it is undeniable that the sheer size of the body can weigh on decision-making speed and innovation. In addition, "big companies have developed a relatively fixed business model, it is very difficult to change."　　"Tong thinks. Therefore, if the small companies take circuitous tactics, avoid the strategic line of large companies, there will still be a lot of living space, and even the possibility of cooperation. "Large companies are generally not willing to do their own core competencies, or vertically, or a few new ways and innovations that are vertically intertwined," he said. For example, Tencent, as long as did not touch QQ group, QQ relations and the most important entrance, it is willing to open the platform to support all people, such as Alibaba, as long as it did not touch E-commerce, it is also inclusive. By finding a combination of social, mobile and location, small and medium sized start-ups have the opportunity to compete with small companies in big companies and the Red Sea for survival and development.　　"Wukong Network founder Ning think. Industry acceleration detonation Investment according to the latest data show that in the first half of 2011, China Mobile Internet investment case has been disclosed 31, of which the disclosure of investment cases of 24, the total investment of 318 million U.S. dollars (see table 2), from the overall situation of the investment enterprises, the first to invest in the start-up enterprises in the majority. In the first half of 2011, China Mobile Internet market investment, whether from the number of investment cases or investment scale, more than 2001 years since the year. The investment boom is expected to continue in the second half of 2011.　　It is reported that in the next two or three years, the investment of the Qing branch will focus on the mobile Internet field. Relative to other industries,The mobile Internet's entrepreneurial threshold is low, especially based on Apple, Android and other platforms to develop a small application, perhaps three or four people, or even one or two people can do it. This has led to the springing up of entrepreneurial teams.　　But low thresholds do not mean easy success. "A decade ago, internet companies could be one of several big internet companies as long as they found a user's needs and continued to plough along." But in today's mobile-internet world, all of the user's needs have been mined, and probably by more than 10 companies. It's hard for small and medium-sized startups to succeed.　　Ning's words say the cold reality of today's mobile internet start-ups. The risks of the industry itself will naturally be passed on to the investors of the same ecological chain. There have been investors told reporters: "The project to vote mobile internet, to cast a net, to a certain number, the end may be net to a few big fish." But nobody was sure before, too early. "This uncertainty does make investors feel pressured," he said.　　Are you looking at the product or the team? Is experience more important, or is innovation more important? Zhou Wei, a partner of the ROC, said: "First, the entrepreneur must have certain experience, if all is a figment of the imagination, certainly not; second, to adhere to and have some flexibility, mobile internet business changes very quickly, do 35 months will find the need to adjust the business model; third, entrepreneurs should not have a speculative mentality. "" summed down three points, climate, geography, people and. "Tong told the" financing China "reporter," timing, one refers to your product market capacity, the target user group size is large enough. " The second is that you cut into the industry the timing is good? Too early may become martyrs, too late may be involved in the Red Sea competition. Geography, refers to you to do this thing have what core competitiveness. In China, the good things out will attract countless competition, how to ensure that your team can do the industry first. People and, is to see the team, preferably before there is a relatively rich product experience, or have large-scale development of technical experience. Because it allows you to avoid past mistakes. "And in Yes's eyes, the more important is a team's ability to operate." "Entrepreneurs want to think that what you do is not mobile internet, but mobile commerce or social mobility." Who is the user? What is the demand? Mobile Internet is just a way of getting involved. See too many entrepreneurs simply product oriented. In fact, to do the product is only the first step, more importantly, the content and users to operate out, can produce value. 10 years ago, you can build a website, waiting for users to come to the door, but today users have too many choices. This is a huge problem that entrepreneurs now face.　　"Yes said. Mobile Internet projects are now abundant, but most of them are not. And investors enthusiastic, once found a few good companies, then swarmed, bidding, looting. "Some extreme. It's hard to get investment early in the company. Once the scale and user loyalty, there will be a lot of VC to rob, valuations can reach tens of millions of of dollars. "Yes added.