Mobile internet faces inflection point enterprises to slow down

The Heart of a rock

Early in the year, the majority of the view was that the 2013 mobile internet market investment will slow down, because investors still do not see the mobile Internet products have a substantial profit. Mobile advertising, mobile commerce and other major flow of mobile Internet profit model is still in the exploration, facing difficulties. 2013 Mobile Internet development may usher in "inflection point" period.

This affects not only the application developer, startups, some internet giants have also begun to adjust their strategy, Chao said in an open letter, Sina will be wireless sector and nuanced bo, there are rumors that Tencent will be a number of wireless services into the PC business, Baidu has launched a variety of mobile phone client products, in the major download channels to increase advertising efforts, Increase the amount of product downloads.

But personally, this may not be the best mobile Internet strategy. Even if the "rich man" such as Baidu, regardless of the cost of investment will also face the risk of a rapid decline in profits. In addition, the current proportion of smartphone users to mobile internet users is still less than 50%, while the PC portability, mobility, and the integration of the tablet computer, which will weaken the mobile phone as the frequency of use of internet equipment.

I am more advocating Sogou Wang Xiaoquan to the Mobile Internet View: "Wireless is not an industry, but a should penetrate into the existing product capabilities." "From the current conditions, the giant into the mobile internet may be slower and better, slow is fast!" Looking at the current access to peace Taiwan mobile Internet products have been successful, many rely on the advantages of the PC to enter the market, is the extension of the PC end products, such as the field of input method Sogou, im the field of QQ, SNS areas such as QQ space.

The reason why these products have the advantage of PC-side shares can be successful, thanks to the products on the PC accumulated technology and brand advantages, the handset-side product popularization has a very good role in promoting. In products across the platform, across the objective needs of the terminal, PC products and mobile phone products should not be separated, but should be infiltrated into the original products.

Because the Independent wireless department and the PC department have the different interest point, the examination index, therefore the communication efficiency is low, the department exists the barrier, causes the product the Cross-platform cross terminal ability to be difficult to ascend rapidly. In addition to different departments and brands, resulting in operating costs, brand promotion costs have increased significantly.

But this does not mean that the handset-side products to copy the PC-side functional experience, mobile phone products should be developed according to the characteristics of the system, while not trying to achieve all the functions of the PC end products, but select the most urgent needs of mobile phone users, the most convenient operation of the function, so simple and easy to use, this is the key to success, always keep subtraction thinking is very important.

In short, the 2013 mobile Internet is entering the "inflection point", entrepreneurs, giants should stop in a hurry, from the extensive net layout to the refinement of the transformation, seriously consider their strategy and product layout.

Wang Bin, pen name Rock heart, for many years engaged in consumer electronics, Internet, mobile internet industry professional management consulting work, a number of well-known media-contributing commentators.

(These views do not represent the opinion of this newspaper)