NetQin security is marginalized, the main mobile entertainment is reliable

Absrtact: Has been in the forefront of the Network Qin seems not to slow down the pace of business development, and continue to launch Investment Express. Beijing Morning News reporters to know that the Network Qin is brewing a "big change", from the company's structure to the business sector or will be fully adjusted. It is reported that in its new business layout, mobile entertainment products or will be packaged. Does this mean that NetQin will completely get rid of the identity of the mobile security enterprise, with the new posture of "mass entertainment"? Why did the Net Qin cast this piece? Is it a clever step or a trend?

Is the safety of the extruded value-added network Qin have entertainment genes

Security is marginalized

The person who said that the Network Qin high level has been in secret research recently, plan to enter the public view with brand-new image, simultaneously adjusts the group strategic layout to the current company's line of business and the mobile internet trend. According to the latest earnings, people familiar with the situation speculated that the future of the Network Qin or will be the main "mobile game consumption" and "entertainment mobile value-added services" two plates, and the original reliance on the security business will be relegated to the second line, no longer in the domestic promotion.

Once the adjustment is settled, it will be the second "change" of the 9-year-old NetQin. As early as the end of 2013, the Network Qin announced a platform strategy, in the idea at that time, the Network Qin will be the main mobile security, corporate mobility, mobile games, mobile advertising four platforms, to seize the portal of mobile Internet. According to analysis, the Network Qin is intended to be through a new comb, so that the original strategy clearer and clearer.

In fact, over the past few years, through a series of investments, NetQin has been rich in product lines, gradually removed from the user mobile phone security company's "hat." The company's latest 2014-year report showed revenue soared 70% last year, with games and advertising as the main force. It can be said that in the new basket of netqin, security has been completely marginalized.

Main Mobile Entertainment

Swenyong, chief operating officer and deputy chief financial officer of NetQin, said that the company continued to transform its mobile entertainment business in 2014. Zhou Bin, the company's vice president for Strategic and investor relations, further pointed out in the investor telephone meeting that the number of active users and revenues of the wholly-owned subsidiary of NetQin in 2014 increased by more than 100% over the same period last year; the sceneries in 2014 Q4 Mobile value-added services accounted for over 10%. It is not difficult for discerning to peep out the path arrangement of the next transformation of the NetQin.

People familiar with the news told the Beijing Morning News that the new architecture, "Entertainment mobile value-added services" will be the highlight. If so, sceneries is most likely to become a brand of entertainment, and the future of the network of Qin's revenue will be advertising, partitioning, virtual consumption composition. 2014 Network Qin main push of the micro-music wallpaper, music radar, smart desktop and other types of entertainment products will be integrated into the entertainment department is also played a question mark. In the 2014 Annual report, NetQin also disclosed Sceneries's contribution to earnings reports for the first time in its earnings.

At present, this real-time online entertainment social platform already has millions of user scale. In the insider's words, this is a very lucrative market segment. At the same time, the main mobile game has also been among the domestic hand tour distributor of the top three, and opened up Europe and the United States, China, Hong Kong, Macao, Korea, Thailand and other regional markets.

Driven by the trend of transformation

In the industry, the "locomotive" that prompted the strategic adjustment of the NetQin is the mobile internet ushered in the real explosive into the long term. Behind it is the rapid popularization of intelligent mobile terminals, the construction of high-speed mobile communication networks and the vigorous development of social networks.

At the same time, in the Network Qin started the Mobile phone security field, with many giants to join the war, is already a red sea, fierce competition. The current domestic market is being divided by some of the free services of oligarchs, coupled with the lack of awareness of domestic users to pay for services, seriously squeezing the market share of the safety products of NetQin. At the same time, the muddy water after many investors lack of confidence, the Network Qin want to continue to survive, to obtain a better profit point, transformation is imperative.

From the 2014 Network Qin announced the cooperation information is also not difficult to see, channel resources have to lock screen wallpaper, music radar and other entertainment products tilt.

Of course, despite a sizeable income, it is not easy to be bigger and stronger in the mobile entertainment market. With the rapid development of the mobile Internet industry, the market is pouring in more gold miners. For example, in the field of Game Live, just listed Yy said that will cast 700 million expansion of the game live business. Therefore, on the new front, the Network Qin sceneries Live is not easy to relax. And in this complex industrial environment, the Net Qin really want to put out a plate of what kind of chess, believe the answer will soon uncover.