Mobile map is the first golden key to start mobile life service?

Mobile Map July 8, to Beijing on business, at the Beijing International Airport terminal 2nd, the plane will see Baidu map ads, to Beijing found that a lot of double-decker buses are printed on the Baidu map ads, into the office to see the media in the elevator ads have Baidu map. These ads include navigation, real-time road conditions, the surrounding food search, film ticket group purchase booking, such as a series of Baidu Map can provide services. See these ads, and then look at the mobile phone Baidu map, I was in accordance with the guidelines for advertising using the "nearby" function to buy a reasonable price, the location of the appropriate three-star hotel. Then the evening to Beijing friends to eat, and then use the food near Baidu map to find a good restaurant, and then use the Baidu map in the micro-trust friends to share the location of the meal, and through the "location sharing" in the Baidu map interface real-time inform the route, successfully finished the dinner. After dinner friends to send me back to the hotel, and with Baidu map all the way back to the hotel with accurate navigation. So, this is the article that you see here that I wrote on the bed of this three-star hotel in Beijing. I was too late to sleep because my whole business trip was taken care of by the application of the Baidu map, which, for an internet person, stimulated my desire to write a few comments--always, We all regard social applications as the main platform for O2O, and consider social applications to be the leaders of life services. and the micro-letter 5.0 added to the micro-credit payment, sweeping and other functions to make this perception become clearer. But what happened today has changed my view of social applications as a leader in mobile life services. First, what is the first application that a few common scenes of life service open? Please friends to eat to find a hotel, travel to find hotels and travel routes, drive to find routes, eat to find nearby group buy, find ATM, supermarkets, KTV. So, these life service scenes will touch the user first open application is IM? Is Weibo? Is SNS? It is clearly wrong. The first application that the user opens is the map, which determines its location and then searches for life services around it. So the map type mobile phone app becomes the first contact user's application under all kinds of life service scene, is also the foundation of the Life service, but is not each kind of social application. Second, social networking is no longer an exclusive resource, and maps are the most basic resource. Everyone agrees that in an era of social popularization, there is no prospect of a social function or an application for account resources. Indeed, sharing has become an essential feature of all types of applications, but it does not mean that each app needs to build its own social chain of relationships. Because currently has all kinds of open account system, can be used for their own use, which includes QQ account, micro-letter account number, micro-blog account. For example, many group buying sites have provided through micro-blog or QQ account login mode, eliminating the trouble of user registration, or even through the mobile phone number and verification code directly exempt from registration. When social accounts are fully open, any app can have social relationships and share functions, but map resources are exclusiveBasic resources, users use a map, you can access all kinds of social relationships on the map. For example, I can be in the Baidu map through micro-letter directly with friends to share the location, how to reach the communication, but also through the text to share and exchange. Again, from the line to the offline, from the virtual to the reality, the user prefers to take shortcuts O2O that online to offline, meaning to let the Internet become offline trading platform. In fact, as long as the transaction involved, users do not want to trouble, are hoping to have shortcuts, as little as possible to do the operation. For example, we shop online, hope directly in Taobao, Cat, Xun, Jing East directly to search for the goods you want to buy directly after, and few people through QQ Group, QQ friends or other social applications sent to the link to buy. Similarly, in the completion of life services transactions, users also want to be as simple and fast as possible, and rich in the optional. Users can select hotels, restaurants, etc. on a Life service website, but more users want to have more than one Life Service Web site aggregation platform, so that can be more selective. At present, in the Baidu map "nearby" function to provide where to go, art Dragon and many other sites of group buying and booking services. The user can complete the reservation directly according to the location. This is more professional and simple and fast than spending on social software. Finally, the Map app's lbs open platform is open to data and technology, has a higher gold content map + search, contains a huge amount of data resources and technical force, in the hands of a few enterprises. And any one wants to complete the Mobile Life Service website, the merchant all needs the map resources and the search technology, therefore the map app's lbs open platform has the very high gold content, is the core resources. More importantly, LBS open platform and Life Services Web site, business cooperation between the simpler, the benefits to them more obvious, so the cost of access to the platform is lower, input and output higher. In the Life service field, we see that the mobile phone map in this scenario than social applications more direct access to users, lbs open platform can directly attract business cooperation, so that businesses to cash out, which seems to be better than the social platform for O2O. From this perspective, map app seems to be the first golden key to open mobile life services. Of course, my analysis may have problems, but only opinion. All along, the Internet access is relatively single, search, IM is the main entrance, which also gave birth to the two giants Baidu and Tencent, and the account system as the center for Tencent to build a set of ecological system based on entertainment. But in the mobile internet age, where time is fragmented, user activity is being instantiated, and mobile apps are making the portal of mobile Internet a lot more, and not entirely concentrated in the hands of a few companies, it is also a great place for mobile internet. is also why many internet bosses do not dare to say that the mobile internet has been the main reason for the "vote".