Mobile revenue share surprising

The battles between battles have not been weakened by the advent of a "smaller screen" era. Around the mobile Internet, for quite some time in the past, Tencent relies on WeChat to make the world, Ali Bingfa all the way aggressive, the first two most pronounced rivers and lakes, usually also think that the Internet, the three top three contention, as if leaving space for Baidu is being Constantly compressed, but in the end who can take the field in the mobile Internet transformation? The answer can only rely on the data to speak.

Mobile revenue share surprising

With the Alibaba prospectus disclosure of business progress, the latest set of PK figures spread in the industry, the first quarter of 2014, Ali mobile revenue accounted for 12%, Tencent reached 15%, Baidu mobile revenue in the overall revenue In the proportion of over 25%, the first in BAT broke the iconic 20%.

Prior to the data exposure, the industry's judgments on the trend of the Big Three mobile Internet usually use logic to talk. There is a saying that Tencent calls "huge-scale client" including WeChat, QQ browser, SOSO and other mobile products overweight mobile Internet business; Alibaba more, Alipay wallet, mobile phone Taobao has the first mover advantage, UC, high Germany, Sina microblogging, Youku and other segments of the leading mobile products into the arm.

Especially around the war on mobile commerce, Tencent and Ali have become more aggressive in the e-commerce and financial sectors. Even businesses such as Baidu Mobile's mobile wallet, mobile money management and glutinous rice are generally bearish. Therefore, many analysts take for granted that Baidu may be less than mobile revenue performance of Tencent and Ali.

But the data reflected in the revenue eventually make it below the glasses, the Big Three but it is Baidu revenue from the mobile business accounted for the highest proportion of mobile commerce in the lead on the mobile Internet trend more pronounced. Why is this?

An analyst who asked not to be named pointed out that the past, Tencent and Ali's mobile business battle mainly concentrated in the business area, and deliberately avoided the simpler Internet-based revenue model - resale traffic. Although business is closely related to netizens, it is faced with the high threshold of mobile business migration and hard-earned characteristics. "Although it is still not easy for PC e-commerce to make money, mobile e-commerce can not change the fundamental business transaction mode of making the difference."

In fact, Tencent is the leader in social networking and gaming as the Big Three transform their mobile businesses. Ali leads the way in financial and ecommerce. And Baidu has inherited its search advantage on the PC side. Searching for innate resources is for search advertising, app distribution, LBS (Map search) and video ads.

It is not difficult to see that the search for the most important Internet access to information entrance, no matter whether Tencent or Ali did not account for the slightest cheaper, the former has integrated the search business search dogs, which only rely on the acquisition of UC just started to explore.

Search definition begins to change

From the revenue structure point of view, Baidu Mobile's revenue comes mainly from four major: search advertising, application distribution into, LBS, online video ads. Its revenue structure and the traditional PC product line has been very different. In fact, search advertising, which is a core revenue-generating business in traditional businesses, has become more diversified in "mobile screens," and even search extensions can already cover several other businesses.

The topic to talk about from the beginning, how to realize the mobile Internet, we have been inconclusive, but generally believed that advertising-led model began to blunt and unworkable. Because of the relatively small size of the phone screen, there is a very bad impact on the user experience if there is a mandatory advertisement just below the App, and this impact is fatal to mobile phone users. Purely rely on the traditional way of "renting a key booth," the application of mobile phone screen in the land is very large resistance.

Baidu sent troops mobile search early to see this, and consciously into the mobile search box into a more diversified features, such as App product distribution. Through the combination with a box, Baidu is the most effective way to speed up App distribution and improve convenience. By entering App related keywords, smart match out the user wants to find the product, and directly through the mobile browser to download, without having to start third-party applications.

In addition, Baidu is creating a more comfortable mobile lifestyle and the most commercially viable mobile ecosystem through the acquisition of integrated group buying business and docking with a series of LBS service innovations such as Baidu Maps.

Simply put, is to rely on the changes in mobile search box, covering advertising, application distribution, LBS, online video ads and all other traffic business model, which is actually an upgraded version of Baidu PC era box computing, and through the integration of mobile search, 91 wireless, Baidu map business, making box computing more in line with the habits of mobile users.

Not long ago, the two car vertical website Car home and easy car network Baidu search Aladdin fierce competition, triggering a war of words, eventually won the PC version of the car home, and easy car network won the mobile version of Baidu to become the largest Winner.

Baidu can lead for how long

The ancients: the solid city, not the cause of the day. The industry is usually judged as BAT: Tencent is good at products, Ali is good at trading, and Baidu is good at technology. The realization of technology, is the Internet will not deceive the laws of existence. Baidu is investing huge amounts of time and energy to build Baidu big data, artificial intelligence and other basic technologies.

Baidu insiders believe that the mobile Internet is no longer a PC era of extensive business model, the limitations of the screen and fragmentation habits require companies to accurately meet user needs. On the one hand, artificial intelligence technology enhances click conversion of search ads through intelligent recommendation; on the other hand, breakthroughs in positioning, voice and image recognition technologies have promoted the convenience of users in mobile applications and also enriched users in more dimensions Big Data.

It is noteworthy that, while reinforcing the original city, Baidu Mobile also tried to try to create a "light ecosystem" by integrating "light application" mechanism in the mobile search box, and changed the traditional application distribution by combining with search technology Mode, and to make up for the traditional single function, lightweight App products to be installed, there are malicious calls excessive permissions and other ills.

It is learned that after the "light application" mechanism was launched at the end of August last year, only the number of daily active users and downloads of attractions and applications alone showed a huge increase. The traffic growth in the "Golden Week" reached 145%. In addition, some well-known brands such as Procter & Gamble and Lancome have also cooperated with Baidu Light Applications. With the successful application of the light application by Braun's Dreamign Campaign, more innovative changes are possible for brand customers' wireless marketing.

In the past, the imperfect and integrated capabilities of mobile search made it an important but not the only part of product functionality. With the improvement of basic technology and the enhancement of integration capability, the value of mobile search will bloom more imagination in the future. And perhaps this is also one of the reasons why "Internet empire" Marie-Mikel said the industry underestimates the business prospects of mobile search.

It is noteworthy that, Ali and Tencent have recognized the importance of basic traffic tools search, UC has fully taken over Ali search business and architecture upgrade to business groups, and Tencent and the new Sogou also sharpened after the integration.