Mobile Internet: To seize the entrance innovation forward

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Data from the Ministry of Industry and Information technology show that 2015 China Mobile Internet Information consumption scale will exceed 2 trillion yuan. With the increasing application of mobile payment, location service, O2O, and many intelligent terminals, they not only create huge market opportunities, but also change people's life more and more.

Mobile Internet also brings the concept of "super entrance", such as micro-letter, mobile phone QQ, Alipay, Baidu Map, Youku video clients, such as the use of a wide range of mobile applications, are being seen by the Giants as the starting point to obtain traffic, build business model, but "super entrance" is not enough to cover mobile internet services, At the recent Global Mobile Internet Conference (Gmic), many manufacturers are trying to make services sink through innovation, becoming new "portals", sticking users up and looking for new opportunities in the marketplace.

Moving life "chasing users"

"If a user sees the first episode of" I'm a Singer "on a mobile phone, the browser prompts him for new content to play in the second episode. "In addition to the user's active search, browsers are capable of further," said Ye Jun, chief product architect of the QQ browser. ”

Ye Jun said "further", it is through large data mining to meet the personalized needs of users. Personalization is also making a variety of services from the Internet "panning" to the mobile end showing different features. Ye Jun said that in order to win the next generation mobile internet users at the entrance, the browser will take the strategy of chasing users, pre-sentencing users of various potential needs, "think of the user's thinking." "Through the analysis of the data, you can have a precise judgment on the direction of the user, know his interest." Browsers can also use more intelligently, converting the information that users accumulate over time into a hobby. "Take the Qq browser, it will be based on the user's search behavior and users in the micro-letter, mobile phone QQ and other social networks to share, to determine his liking for content."

In the mobile news client domain, "thousand people Thousand Faces" the personalized satisfaction also starts "the Test water". Sohu has announced the cooperation with CNTV, won the 2014 Brazil World Cup all matches video on demand and related video rights. Sohu Board Chairman and CEO Charles Zhang said, Sohu will take the "Portal + video" reporting strategy to fully open the Portal professional reporting ability and video self-control ability. He told the newspaper reporter, Sohu will be in the mobile Phone Client World Cup report to try large data mining. "In the ' My News ' column, will be combined with the user's own needs to push personalized content." If you frequently click on news about a team, the client will judge you as a fan of the team and push the relevant news and video content to you. ”

The initiative to move to the user has even begun to change the mobile Internet profit model. Professional digital marketing agency Ivy Yi CEO Stone said that 2013 mobile advertising accounted for only 2.7% of total global advertising expenditure. It is expected that by 2016, mobile advertising spending will increase to 45 billion U.S. dollars, the rapid growth of one of the important reasons is the continuous promotion of mobile marketing methods. "For us, Ivy is moving to provide global users with ' eye-visible ' effect marketing, using DSP (digital signal processing) precision positioning ads and personal interest behavior redirection technology, according to our statistics, the use of these new technologies can increase e-commerce online sales up to 7 times times. ”

Smart hardware hot still need to think cold

"Ok,glass (good, glasses)"--This is the start command language of Google Glasses, can be heard frequently in this gmic. The industry believes that smart hardware will be the next major portal for mobile Internet.

Recently, Google released wearable equipment platform Android Wear, Apple to the outside world to show the car system CarPlay. At home, the internet giants also sniff out the prospect of smart hardware and start laying out. Baidu in Gmic on the display of Baidu inside cooperation program, the program is to provide intelligent hardware Baidu technical capabilities as well as marketing, data and other support, that is, Baidu will provide intelligent hardware "brain." Tencent chief operating officer Ningyu said Tencent was defined as a connection company trying to connect everything. Tencent released the road treasure app and Hardware "Road treasure Box", and with the Chinese insurance, shell two companies jointly announced the establishment of "I Car Life platform."

Why are internet giants and entrepreneurs piling into the smart hardware field? From the technical point of view, open source intelligent operating system is maturing, for the development of intelligent hardware pave the way, the Android system has been very mature to use mobile phones, tablets and other intelligent terminals. In the Intelligent hardware innovation environment, investors are optimistic about the development of intelligent hardware, and cloud services, innovation incubators and other supporting services are also improving, for most intelligent hardware start-ups "escort."

According to data from relevant agencies, China's smart wearable equipment market has a "minimum of 20 billion U.S. dollars" share and "400 million mainstream users." However, the current intelligent hardware field is not a popular product developed by users. Gather in the very high popularity of the smart hardware field, but also need to think cold. Peng Gang, senior vice president of video TV, says smart hardware that does not provide services is worthless. "The hardware is beautiful, efficient, and looks high-tech, but there is no backend service that doesn't make sense to users." ”

Now there seems to be a paradox in the area of smart hardware: high prices, fear of user acceptance, low prices and no profitability. Peng Gang that entrepreneurs must charge users when building smart hardware business models. "The free mode of smart hardware does not mean that users are not charged." To be profitable is to ensure that the basic momentum of the forward, only the toll users are real fans. ”

At present, the domestic it giant in the mobile Internet competition has been very fierce, but the hardware competition in the field is still in the initial stage, the intelligent hardware products themselves are cross-industry products, meaning that the value chain will be longer, difficult to integrate. Entrepreneurs should not only pay attention to hardware design, marketing channels, customer service after the sale, but also calmly think how to provide services through intelligent hardware, as well as a reasonable profit model. (Chen Jintansin)