More players, high threshold

In March last year, commercial WiFi started to come into being slowly. Like other entrepreneurs, it was beautiful to think that there were many stories that promised to be prosperous, rich overnight, and listed the day after day. However, Found that commercial WiFi is not exactly the same thing. A brief summary of the players is more, but the threshold is high.

A, WiFi commercial areas players and play

1, operator department - the free power of commercialization is the yellow flower tomorrow

Operators in the field of commercial WiFi has been very hard. There are operators admirers that the operator's big move - "free open flow" lethality without limit. But the fact is so true? I think operators did not imagine the firm, first look at several types of operators WiFi play.

Navigation: After the user has passed the authentication, enter the portal page, the aggregation page and the content aggregation page. Operators in all parts of the country have a large number of APs to do PORTAL media operations, but usually not done by themselves, but access to third-party content. For example, North latitude communications as a veteran SP company led by vice president Chen, bid China Telecom National AP hot spot outsourcing operations, but done in general. In view of operators do not have their own Internet products, tend to make a large and full Hao123 navigation form;

Forced bomb screen: China Mobile through the cellular network + bomb screen to the user traffic hijacking, users can use the mobile device, mobile WiFi point by force when the screen pops up. Mobile terminal is a single screen process, users are accustomed to staying in the APP, so the most profitable or certified ads or forced download, in short, the flow of value realized;

Secondary Realization: There are also some operators that purchase traffic to make two realizations of the traffic on the APP. For example, WiFi companion and WiFi communication are all methods for generating advertising revenue once at a time when the user is authenticated and at the same time, Flow package.

Interestingly, while the above model has been iterated many times in just two years, it has not been able to find a better way to realize it.

Zhou Hongyi said, there is free flow, you can invincible. According to the big bosses are big body, strong resources, more cash, slap in the face of most commercial WiFi market can occupy, but run into trouble, the core drawbacks are gradually exposed: First, the distribution of purpose is too poor, good location can not get in ; Second, property public relations capabilities are not strong - this is also the core commercial WiFi capabilities.

Operators do not do well. So in the country, how much advertising or supply router market? In fact, most of the earliest routers should be changed in batches, but in the current public places that have not yet provided WiFi to the public, there is also a lot of market left behind. Industry analysts generally believe that this part of the gap is doubled by several operators. Not enough

2, a few new forces of commercial WiFi - the marginal market has become a place to subvert innovation

Christianson, author of Harvard Business School, author of Innovator, and KK, former editor of Wired Magazine, said that the marginalized market is a hot spot for disruptive innovation. Those operators can not eat, eat bad "marginal market" has become subversive innovation, leaving us with some imagination. But WIFI as infrastructure construction, at least 10 years of space.

Finished operators, and then comment on some of the fame now or has become famous in the industry some WiFi companies and major sects.

① climbing trees, thigh holding the "godfather"

a. Department of Ali: Koala and Alipay. Both through the open WiFi portal in Alipay mobile end, to attract consumers to take the initiative to access and purchase equipment (such as the purchase of the bear's intelligent routing device, from the mold, the circuit to the rom, portal cloud platform is a bear design and development, etc., but In addition to the current tree bear, most of the business is presented). Currently, the general is to promote the needs of their own businesses will do so, optimistic about Alipay put the Alipay associated WiFi, optimistic about the micro-channel associated public accounts, and then the Internet process designed to pay attention to the public store number, fans, the public number to achieve One click online. Shops can use WiFi in this way to promote their own public number or Alipay, the giants can also stabilize their strategic layout offline. In the entire field of WiFi, the reason why the bear sold the equipment to survive, because behind Ali.

b. Department of Transportation: Because transportation hubs and large public places do not need to promote their own shops, there is a difference in playing laws. Colorful media following the hot spots all rely on colorful 10 years to run traditional bus bodywork ads and lay the foundation for local transport, with the transformation of the traditional type of public transport there are the Braun era and bus online.

Bus companies have a monopoly in Beijing to cross the exchange, the company backed by China Communications Daily, custom car WiFi server equipment has become the country's 22 provincial long-distance passenger bus pre-installed equipment; frequent contact with Ali and this business is noteworthy.

Involved in the aircraft due to the fuselage transformation, most of them are owned by the airline or the airport is the perennial cooperation airport media to subcontract operations, such as HNA's joy of navigation. Because of the high security level of aviation and railway facilities, the process is long, complex and closed to the outside world, so it is more suitable for innovation from the inside out. Joy Air entertainment design onboard Pad entertainment system, when the plane can experience.

② innovation is king, self-taught, self-reliance and rich local tyrant 新锐 faction

The most dependent on capital is Maidi Di, grid, Youfu Tong think of a class of companies, most of them are from the Internet were born, emphasis on product iteration and design of commercial aspects of the product functions and processes and architecture are all commercial design More ingenious, it is worth learning and attention. For example, Friends of the Fu Tong is the cloud equipment plus cloud service platform + custom software development, which is mentioned earlier WiFi + public number and the like solution; Mai Mai Di Di round of millet, C round nearing completion. (Not specific here)

3, active in the commercial WiFi community capital force - the basic in the "hold banknotes" status

On the one hand, the capital market knows that WiFi is currently the operator's carrier. On the other hand, they also hope that the disruptive innovations of WeChat operators will occur. They will hold a large sum of cash in the WiFi market and wait and see. The current capital strength in this area are:

- Road capital investment grid, WiFi partners and other companies, IDF investment Friends of the ThinkPad and other companies, investment capital Huaying wave tide WiFi;

- Shanghai Yong Xuan capital, Beijing Tiger Tong fund has also been gains in the field of WiFi;

- Zhou Hongyi invests in Southern Silver Valley (Round B), 360 launches Portable WiFi and this year reached a provincial-level WiFi-based business cooperation with China Unicom.

But for now, the cost of communication between the project and capital is extremely high. Only in our transformation of train information to WiFi operations in the project, the closure of the industry led to the formation of effective communication with customers, and capital difficult to form:

a. Capital has little knowledge of the industry

b. Inadequate information channels, preconceived and asymmetric knowledge of the object of the negotiations

c. The cost of education is too high. It is entirely the beginning of education from Year 1, 2, and 3. Knowledge of the industry requires calculus.

4, other players

Case worth mentioning IDC business transformation: Dr. Peng, last year acquired a commercial WiFi company in Beijing. Dr. Peng has enough traffic to support WiFi commercialization.

Technology supply companies in addition to the veteran Huawei, ZTE, Datang, Ruijie wireless, it is note Xijia spruce (Softbank station in Japan, WiFi providers), very routing.

Baidu Wireless Division is very concerned about the WiFi, a small WiFi defensive layout.

Tencent ambiguous attitude to find Tencent's many companies, but Tencent WIFI is only done on the WeChat, WIFI on-line ability Tencent, Tencent itself is not lacking in imports, the focus is to support WeChat.

Said earlier are based on WIFI access business companies, in addition to a special WIFI breakdown project: monitoring, such companies can focus on Sesame Technology.

Second, a huge market huge threshold and unspoken rules

In the huge market of commercial WiFi, there are three thresholds:

① access to capital is difficult (really understand the capital is not much, blowing to sell more, impetuous);

② The ability to combine with the channel (good application scenarios, such as aircraft, trains, buses are strong areas of relationship. Equipment safety certification cycle is long, high threshold of information security; and restaurants and other places is the Red Sea, a technology-intensive, capital-intensive Hardest hit);

③Operation ability and execution efficiency (Good routing needs to be iterated constantly.) And every channel cooperation, it is necessary to repeat the online process almost once again, because the online and APP based on modularization can hardly satisfy the customization of large channels demand).

In terms of thresholds, we can give examples of our company in the railway field.

In fact, the best commercial WiFi scene is the transport hub, catering, large public places, closed-type transport - users have a lot of free time, traffic scarce resources, steady flow of people. Like 4S shop, driving school, etc. We have also examined, the advantages of the scene than the above, so do not give priority.

I Division in many projects are the local road bureau and the ASTRI's suppliers, it can be said that the main railway areas. However, in cooperation with a city research and development "passenger station information upgrade and service platform", the city's railway bureau staff have removed the mobile equipment. why? Move them not to do the subdivision of the target scene, only extensive advertising, internal coordination is poor.

In fact, there are two branches under each bureau responsible for doing revenue, one is a number of business offices; the other is a state-run advertising company. The two departments responsible for leading the performance evaluation, mainly income. However, income is not high for the railway administration.

Failure of leaders to be valued is the most devastating and can be the key to a project that has a good incubator and growth environment. A simple example: Beijing Bureau has thousands of employees, but revenue of 200 million yuan for 13 years is not enough to subsidize staff salaries. Railway as the largest transport capacity, in order to facilitate the travel of ordinary people, has also been losing money (tribute). But more important than advertising is the infrastructure, capacity improvement, information technology, advertising in the system can not even be considered as "one of the front-row" work.

ASTRI following several institutes, but also have their own specialized technology supply company, who is hard to say unified. Like Yongda, Dingcheng, China Railway and other giants are at a loss, mainly take the channel are bidding, the cost of the previous paragraph is too high. Not to mention the United States just want to enter the aerobics - there is the United States to pass the United States is advertised US advertising 70 million Guangzhou Railway Administration signed the car right to operate the vehicle, in fact, the Guangzhou Railway Group has issued a permit to the United States. The problem is the cost is too high, the right to operate does not include equipment and construction and operation of the cost of sales, but the channel fee. Rivers and lakes to be verified Need to read Tell me what you can actually understand, but the payment after the contract dragged for a long time yet.

Technology companies in the transition trying to avoid high cost practices, so in the project above, to meet the characteristics of the railway system and the real needs - to enhance the construction of railway information management and services from the railway itself, the information needs of the start, combined with WIFI Produce a solution. Simply by our accumulated years of understanding of the railway and technical capabilities, with the topic of research, effective cost savings, have some protection.

Third, seems to be able to see the end of the vague

In the end, commercial WiFi development may have the perfect ending for O2O. Its basis lies in the change of thinking of value marketing: From the traffic value to the comprehensive value of the platform, we must consider the operation. As the industry becomes more competitive, you are using a strong-relation scenario, a weak-scenario scenario, and ultimately O2O is the only way to finally gain value by recognizing that your platform must be recognized by users instead of being brutal.

From the development direction, the use of extensive traffic for advertising only part of the scene feasible, such as trains, buses, airplanes; but commercial real estate, restaurants, schools and other places, the value of advertising is not large, the key is to cut into services, such as activities , Navigation, promotion, positioning and so on.

Now ground WiFi is not scarce resources, the key is how to reverse - by the operation and service. Traffic will only become increasingly worthless, platform value from low value-added traffic to high value-added services is certainly a trend, and ultimately have to be realized through the effect.

Whether it is WiFi + big data, WiFi + LBS ads or WiFi + O2O, services and entry points are important to learn from Ali's current resources for future layout. Many people make moves for the WIFI realization story, such as LBS-based advertising, and O2O combination as a connection line and online access; based on user identification, data statistics to the scene and the user label, both to advertisers to provide data reference , But also to provide business data analysis and operational support.

However, easy to say, it is far less complicated to do, because it involves WiFi routing business from the construction, operation to the implementation of several links. Customized hardware and software development, scenario research, implementation planning and media planning, which is equivalent to the construction of Internet ecology around WiFi and scenarios. Provide a series of services such as IT, operation and media channels to the scene and implement media layout around the scene resources in the media operation. For example, the portal is a scene media + traffic product, and the scene content can be provided to new media such as APP and public number , But also some posters and the scene cooperation as a traditional media, so mandatory reading of the emotional media.

In the smart device is still a single process today, the palm of the hand overlord is still APP applications. The WIFI is still the main link, certified ads, followed by traffic products + scene media + scene features. The WEB is the main form - due to the diversity of different scenes and based on the characteristics of LBS applications, so today is still playing the foundation. The foundation is not strong, moving to shake.