Mobile search "Three Kingdoms Kill": New form frequency gives birth to subversion opportunity

Editor's note/since this April UC advantage company backed by Alibaba launched its own mobile search products, and the artillery directly targeted the market boss-after Baidu, Sogou, 360 also has launched its own mobile search independent app application, mobile search market suddenly become "crowded" up. More interestingly, at the end of May, Microsoft Bing launched the intelligent robot-small ice, small ice direct mail, three days was widely disseminated to 1.5 million chat groups, immediately after the micro-letter in the name of security blocked. After a few days, Sogou launched micro-letter public number inquiries, but also want to use micro-letter vigorously attract traffic. In addition, Baidu Mobile search commercialization results, mobile revenue accounted for 25%. After the cheetah completes the IPO, the next target also locks the mobile search ...

Mobile search a melee that seems unavoidable.

Although the mobile search business of internet giants is still in the exploratory stage, it is obvious that all of us have invested a higher degree of attention this year, and started to really tackle the mobile traffic portal, the mobile search market is constantly appearing new business form relative to PC search, and the competition pattern has changed radically.

"This year mobile search market is very active, but the whole market is still in the exploratory period, enterprises are still in attracting users, the flow of the stage." "Analysys analyst Yu Jing in an interview with the China Business newspaper, said that this year's new play, but the market pattern has not yet taken shape."

Mobile search transforms to multiple services

Mobile Search and PC search product form and user needs will be fundamentally different, so the industry can only grope forward. This year mobile search innovation continues, the major applications are constantly challenging the user's understanding. Sogou hope that through the cooperation with Tencent, test water social search, at the same time, into the big system Tencent, Tencent O2O important entrance, thus connecting everything. Microsoft's small ice is the hope that artificial intelligence and mobile interconnection chemical reaction, through extensive cooperation to derive a variety of innovative applications, thus thoroughly break the traditional form of search. God horse stressed "to baggage", mobile search can not be as traditional search as the pursuit of "full", but to precision, personality, to PC.

As a mobile search of the current market boss, Baidu in the 51 period this year launched a low-cost purchase of national attractions tickets, film tickets activities, and achieved very good results. According to the logic of Baidu, from "People and Information" transition to "people and services", mobile Internet background is the only way to search. In the PC era people rely on search to get information to find the answer, now users through the search engine is from a single information acquisition gradually into a diversified service acquisition.

Baidu has disclosed such a set of data: Mobile search requests, more than 60% of the demand and payment scene related to, involving the electric quotient, O2O, digital consumption. Therefore, the mobile end of the accumulation of 500 million of users of mobile phone Baidu, will certainly go for that at least 60% of the consumer demand. "Baidu" is no longer just "know", but "get", the mobile search to mobile services, commercialization.

Innovation is a chance to subvert

The logic of Baidu is being validated by peers from different angles.

360 Senior Vice President Yu Guangdong that the mobile end of the user behavior is fragmented, decentralized, long tail, scene and other features, mobile search should achieve the ubiquitous goal. Mobile search results and the user's personalized scene, geographical location and so fully integrated.

And UC Vice President, God Horse Search President Liang in the interview with the reporter that the key to mobile search is to be able to guess the potential needs of users, to the user the most personalized, real-time results.

In fact, the path of the search for the home may look a little different, but careful analysis can see the trend of mobile search.

Yu Jing that mobile search and PC search will be very different form will be more rich, that is, search will be the important feature of mobile search, mobile search will be more life, and the user's life is closely related. In addition, mobile search will also jump out of the limitations of text search, voice search, image search is now the focus of the development of various enterprises direction. In this regard, UC CEO Yu also very agree, he believes that the future of mobile search in the text search will only become more and more low, five years later may fall below 50%.

There are opportunities for subversion in all kinds of innovation. The current mobile search market is still ranked Baidu in the first, God Horse backed Ali quickly become the second, Sogou borrow Tencent ranked third, 360 ranked fourth. As the current mobile search is still in the rush to rob Traffic, the stage of dividing users, the future ranking of the market position or will be constantly rewritten in innovation.

Baidu Mobile Search "strong logic": Platform ambitions Integration Services

Face Microsoft "Small ice" again to kill back, Sogou, 360 vowed impact mobile search, the old powerhouse Baidu must come up with a satisfactory report card to prove himself.

The publication of the report shows that Baidu Mobile accounted for 72.1% of the search market share. CNNIC report shows that Baidu mobile search market penetration rate of 95.2%; In addition to this, a few days ago, some people said, Baidu's first quarter of this year's mobile business revenue accounted for more than 25%, and Alibaba this ratio of 12%, Tencent for 15%.

It is worth mentioning that in Baidu's mobile revenue, mobile search is its main revenue contributor. This may be the main reason for Ali Tencent's coveted mobile search.

In the mobile internet era, simpler apps have replaced traditional search boxes as mainstream portals. Because of the accession of various powers and the change of business environment, the mobile search market is undergoing some kind of chemical reaction. If you go down the traditional search path, the experiment will fail.

Sogou Mobile Search "storytelling": Backed by micro-letter play Social

Back to Tencent this mountain, Sogou's action is getting faster.

At present, Sogou search official announced and micro-letter to reach strategic cooperation, formal access to the public number of data. The millions of-scale micro-credit public number has become a major source of information for users, but previously it was largely within the micro-credit flow, and not fully integrated into the entire Chinese internet world. Moreover, limited by the characteristics of the social platform, most of the micro-public number operating mode, information aggregation presentation and other aspects of the user experience there are a lot of room for improvement. Therefore Sogou public number search function is also aimed at the user experience is undoubtedly the key area, when the micro-credit users through the input of a keyword, you can understand all the public numbers on the issue of the brilliant view. It can be said that the public number of operators will also be from the "pull fans" of the single mode of operation freed up to find a broader way of transmission.

This action shows that Tencent and Sogou are aware of the competition situation has changed since this year, competition is more diversified, and the pace is also getting faster.

Microsoft Mobile Search "Make small ice": Died of micro-faith in the alliance?

After a strong insertion of micro-letter three days were blocked, small ice has not stopped "noisy."

From June 6 onwards, Microsoft has announced that with the rice chat, Ishin, contact number Assistant to achieve product-level strategic cooperation, will be entered into these products. It is reported that small ice in the rice chat, easy to provide services in the letter will include intelligent chat, weather inquiries, catering reviews. "Microsoft small ice" into the contact number assistant, will rely on the application of the 50 cities in the public directory search and May just on the line of "life" service platform, to act as the user "life personal assistant" role. In addition, Microsoft and 360 companies in the "AI + Mobile Interconnection," the forefront of the strategic cooperation Agreement, the first is in 360 mobile phone guards and other mobile interconnection products on the "bundle", together in the search for artificial intelligence to carry out in-depth cooperation. According to the reporter understood that the small ice also in a broader range of negotiations, including Ali's contacts are likely to soon become the "new platform" of ice.

Why do micro-letters ban ice? Why is little ice constantly "noisy"? Small ice is not a simple chat helper, but mobile search innovative form, it will be the most relevant to the scene of the search results to the user, so that search results directly available. Intelligent search is the part that really makes Tencent worry. Intelligent Search provides the function of ordering meal, shopping, booking, etc., so as to compete directly with micro-letter O2O strategy. In addition, Microsoft can use the small ice to obtain Tencent's user data, this also let Tencent nervous.

(Responsible editor: Mengyishan)