Mobile Internet, the public user is blue sea

In the next few years, if these 200 million or 300 million people use the mobile Internet, what are the scenarios that are too complex for them and need to be simplified, what new requirements may they have that are not available to current users? You can dig out and meet them, that's where the business is.

The current mobile Internet is on the point of popularity from the core users to mainstream users, and then the migration of the user group will completely break the current pattern. If you're starting a business now, or starting a two or three-year career, you don't have to stare at the current top and Top100 apps, but rather stare at what the next 200 million or 300 million people might be using.

Popular users are blue sea

With the real explosion of mobile internet, to bring the entrepreneurs are the user group migration, in the past our users are men, it technology circle, business people and other core users, relatively young users. And the mobile phone reaches 800 yuan price point, after the universal popularization, the next three years new increase user actually will be the universal standard handset user. The core of their needs will not be as professional as today's users, they need to be related to daily life, more common, more popular applications. To put it bluntly, Android and the internet are really expanding into the mainstream.

and the opportunities for startups and developers are huge. Entrepreneurs may think that everything we can think of seems to be being done. A lot of other big companies have done that, and the projects that have been invested in innovation workshops have done well, or the top of the list has already had a good application, so what are we going to do?

Fool-type application will be popular

In fact, the problem is very simple, now the mobile internet equivalent to 2002-2003 years of the Internet, is very early stage. Early internet, like hao123, 360 security guards, the United States and Mito such applications in the 2000 did not exist, there is no soil, because 2000 years of time Internet users are very high-end, if the editing picture will use Photoshop.

But then, a huge increase of 300 million or 400 million mobile internet users is actually a more ordinary user, their behavior and the current 50 million is completely different, they need the entry level application, the installed required applications and our current application of 50% are not coincident.

In the next few years, if these 200 million or 300 million people use the mobile Internet, what are the scenarios that are too complex for them and need to be simplified, what new requirements may they have that are not available to current users? You can dig out and meet them, that's where the business is.

Entrepreneurs can refer to the early days of China's general Internet development, from the beginning of 2000 to the 2010-year transition period, or from the professional user to the general population of the process of the transfer of the application or service, which will be a good reference direction.

Consumer apps are the first to make money

The second direction is the local consumer, the life class, the business class some applications. If you want to ask now to do mobile internet who is making money, can say that no one in the money, in addition to a small number of overseas markets, do not have any of the domestic market to earn a penny, a small number of money is to earn VC money, not mobile users of money.

The first wave of real money is the game company, can be directly charged to users, may be mobile games, mobile gaming, because Android, the iphone is a very good platform for the game. The second wave of real money is in the field of local consumption, life, business applications.

The real value of a network is embodied in three: first, how many users it can cover, and how many users it covers; So the mobile Internet is the biggest advantage compared to the traditional internet.

Mobile Internet In fact in a few years will be able to cover 700 million or 800 million users, the Internet is now only covered to 400 million. More crucial is the day-to-day spending of money, such as a user assumes that the daily cost of five thousand or six thousand, the traditional Internet can control how much? In fact, the traditional internet only to buy some bulky, make some big decision, or planning a good dinner, will go online to find out where the better, in fact, the day-to-day spending is not controlled by the Internet.

For example, we see Ctrip is very powerful, but we can see that the Internet's electronic reservations accounted for only 5% of the daily booking, so the internet on the traditional economy, traditional decision-making, the impact of traditional spending is very low, low to only a single digit point. And in mobile Internet, this ratio will be much higher.

There is a project called Hotel Tatsu people, in just three months time already has 1 million users, and not only users. We thought a lot of things on the phone is not perfect, many people just use it to check information, in fact, the situation is that the user on the phone to book a room, and the volume is not small, so that they have made money. From this perspective, this area is also a very good entrepreneurial direction, and this area even make 1 million or 2 million, 2 million or 3 million of users, but also to do a general-purpose application, 10 million or 20 million users of higher value.

How does this field start? In fact, it is relatively simple, and from now on the different stages, we need to think about different issues. Life service consumption class now 40 million or 50 million people have been able to do that because in a particular area, although 40 million or 50 million accounts for 5% of the population, they have a very strong propensity to consume, not 5% in specific areas, possibly 20% or 30%, such as hotel business, iphone and Android users, Although the number is only 10%, they have bought 30% or 40% of the tickets and may have booked 30% or 40% of the hotel.

On Taobao, there are more than 100,000 mobile purchase orders launched every day from mobile phones. Companies like Fank have 10% of orders a day from mobile phones, so overall data, or numbers, are far from mature, but the field is starting to start.

Three Way to live

Mobile internet start-ups are really hot, but the market is much more competitive than it was two or three years ago. Today's Internet competition is not the same as it was two or three years ago, at home, about 20,000 developers in the mobile Internet sector, and in many areas already have good companies, has gained the advantage of early users. 2010, about 200 million U.S. dollars into the domestic mobile entrepreneurial team, so there are some projects or teams have a small amount of capital advantage.

So everyone in the entrepreneurial, or investment direction to choose to pay attention to? Because I've created my own business, and I've brought a lot of startups, both at Google and in innovation workshops, I've made some personal suggestions: What do I look for in a mobile internet project? In fact, only focus on three points: 1th is the direction; 2nd is the team; the 3rd is execution.

The idea is big, the procedure is small

Entrepreneurship is the direction of the first, to choose a large enough direction. Big enough means two things: first you do this application no matter how small the amount of users are now, the potential user is large. Is this an area that 20%, 30%, 40% of potential users will use, and potentially tens of millions of users will use it? If you do very narrow, for example, to do the collection of military fans software, frankly speaking, there may be only hundreds of thousands of of users, this is not possible. So what you have to choose is to put it in a big enough direction.

Or another big, absolute user number, the number of potential users is not 10 million, 20 million, 30 million, but this area is relatively valuable in comparison. For example, there are 2 million or 3 million users, or in a certain industry area, the field of gross margin is particularly high, the total market plate is particularly high, so you can potentially have a few billion, or even greater profits to let you slowly to dig later. For example, many vertical e-commerce sites, probably only 1 million active real IP, but already listed companies. So that's another way to think about it.

The second thing to investigate is what kind of development stage the market, because the market is not used, often see a person said that the market is great, we have to do, but this market is not for start-up companies. Start-up companies in all areas of resources are not many, really suitable for the field of start-up companies? The real suitable field is this market or early embryonic stage, the market rules who are not clear, who do not know the field of the rules of the game, only at this stage is suitable for start-up companies to play.

If this market everyone knows, how to play all know, plainly this market is a heap of money, pile of people's problem. Heap of money and heaps of people, startups than big companies? Of course not, so like this has been settled in the field, even if the surface looks relatively early, you do not go to drill that hot.

Finally have to consider a point, is that the market can not converge, there are many markets no matter what you do, its characteristics are naturally dispersed, perhaps because of the characteristics of the market, the characteristics of users, the characteristics of the promotion, operational barriers. Markets like this don't usually do it. Unless you find an innovative business model, or an innovative operating model, there is a breakthrough approach. An inherently decentralized, fragmented market can converge to half the market in a way you do. We should consider the big direction choice, these several points must first think clearly.

I've seen a lot of very good teams, and the first step in starting a business is to pick the wrong direction. For example, there is a team to do educational display software, the team's technology is very good, the thing is very beautiful, the result is only thousands of schools, finally, the team transferred to the social gaming field, the same team has achieved great success.

The general direction is one aspect, the other is the cut-in point. An early team error may be too big, the first sentence is "I want to do a platform, I want to let countless companies, or entrepreneurs are using my plug-ins, and then I will sell this thing to big brand manufacturers, advertisers."

Rarely have a platform is a start-up company to do, or a start-up company directly to do the platform to succeed, even if it is Tencent, but also from doing a specific application to get the user group, even the first prototype of the 360 security guards is a Trojan horse kill. So find a general direction in the early days and find an entry point. You need to find a very specific user base that may be very small at first, and want to make these two things clear. Although it can be extended to this general direction, the early days must be very clear.

Choose a team with long term running-in

Everyone in the start to choose the general direction of the time to think two: why me? Whether it's the internet, or the mobile Internet, there are so many competitors, everyone is smart, after you select the direction, at least 10 teams have been doing exactly the same thing with you, with what I succeed, not others success?

A lot of teams are ambitious, but the results are not perfect. What are the basic elements of your success? Does your team have the skills, the resources you need, or at least 70% or 80%, does your team have strengths and strengths that other teams don't have?

And what are the greatest difficulties, adversities, and problems that these projects may encounter in the future? The people in your team, whether they are skills, mental preparation and so on, are already anticipating these things, or whether there is a solution to the potential problems, or can deal with them.

A lot of people are very unprepared for these things when they start a business. Entrepreneurship is now very intense, so the early start-up team must be a relatively mature team at the outset, and the team already has the skills needed for the early six months of the project.

The second is that the team has been running for a while and must have known each other for a long time. If two people meet on CSDN today and then agree with each other, it is very unreliable to go back and build a team and a group. Entrepreneurship encountered a lot of problems, if two people know two or three months, we do not understand would like to board a business, do not say all, at least a little bit of the most difficult to break up, fall apart.

If you do a relatively early, the market has not been done, more innovative product start-up, the team's requirements are more in the product capacity, technical capabilities. In this case, it is very important to have a technical partner, if the pure business background of the team is not good for this product and entrepreneurship.

On the other hand, if a team has moved into a partial-operation field, or this product is not your first to do, the market has been done, this area has progressed to a certain extent, this time for the team, the requirements of products, operations, business, leadership and other aspects of the ability is very strong. Into this field, the team needs someone who can be able to be a CEO.

Products must be launched in four months

Early entrepreneurial team generally characterized by people, money, resources are limited, so in fact, can not survive too long, a year has been very good. Even if your team has a lot of money and a lot of people, the business is particularly strong, but the market window is not very long. Any chance, if you have more than six months of things, the market will be done, so the market will only give you six months of preparation time. Can you make it in half a year and get the market done?

Many teams have set their product goals too early, like early platforms, and I've seen a team early on to develop HTML5, IOS, Android three platforms, which won't allow you to launch the prototype in 3-4 months, and then make quick feedback. After the early start of a clear goal is to streamline, cut off all unnecessary things, within 4 months to make the first product.

Which development platform is the first? Do you want to do the iphone first or do Android first? First look at the iphone, you just do a good product, the App Store will be downloaded. But also has its disadvantage, the user group is relatively small, the development crowd is slow, relatively often many applications iphone appears earlier than the Android, so you do, often the iphone has a lot of competitors, and Android is no competitor.

Compared to iOS, Android is often the reverse, developers relatively good strokes, but the platform is very not uniform, to do an application if the hardware, the test workload is very large, basically you developed things can be used in the market 30% of mobile phones, if you want to achieve 80% compatibility will be a big challenge. If you want to get a download on Android, for your team to operate a relatively high demand, because the market has dozens of applications, dozens of stores, if the application of Android to obtain a large number of users and downloads, in the early stage of the market development is relatively easy, in the current phase of the need for a lot of business cooperation and development.

From this point of view it is obvious that for your team, the choice of platform depends on what you are doing and what the team has in its own. iphone users are more picky and more high-end user groups. If you do something more innovative, your team's product capabilities are relatively strong, in which case the iphone is a very good starting platform. If what you're doing is relatively late, and the team is running more powerful, and you're actually trying to move the iphone to Android, of course it's in Android.