New business model-solomo

Once let people talk about the Foursquare innovation, now let Chinese imitators, can't stop, want to retreat. In recent time, muttered the network to suspend lbs (location-based service, Location basedservice) business model exploration, and finally decided to cut 50 people in the country, another news that "Topsy quartet" because the business model is not clear enough, follow-up financing twists; The street and other lbs sites are also preparing for transformation.

It may not be clear what kind of value the future will provide for LBS. But Strategyanalytics, a research firm, predicts that, by 2016, location-based (LBS) service revenues could reach $10 billion trillion. The location data is its biggest hurdle . Reporter according to the relevant information, the domestic leading SNS website Renren, has been in the client's "position" function, to join the glutinous rice Network group buying activities and preferential information, will create a new business model ——— Solomo.

Solomo mode is the direction of the broken

In fact, "Solomo mode" is not created by Renren. In February this year, John, the famous it venture capitalist, first proposed the concept of Solomo ——— social social, localized local and mobile M obile, and declared that "social network innovators are now redefining and redefining a network for users that goes beyond documents and Web sites." ”

Some of the more reliable research data can support this assertion. 40% of the messages on T W Itter are sent on the phone terminals; At home, there are Chinese Facebook, China's leading SN s website Renren, which has more than 1/3 users every day through their mobile phones. In the first half of this year, Renren's smartphone application installation increased 4 times-fold. ——— Obviously, the mobility of SN S is not a concept, but a clear direction.

Immediately, Facebook, G oogle+ and other sensitive social networking sites have launched the mobile end of the L BS function, the practice of Solom o mode. Remarkably, as early as December 2009, the Chinese People's network announced the launch of the "Mobile open platform", to build links to operators, hardware manufacturers and partners of the ecosystem, the first to build the mobile internet field of "ecological profit circle."

"Solomo is an important trend of internet development, and Renren has been practicing this concept." Wu Jian, vice president of Renren, told reporters that Renren itself was a social, a mobile device, and that "everyone reporting" was actually a local.

User data is the key to success

Now there is a consensus in the industry that "location-based services are actually Lbs+sns, which requires the architecture of their own social networks." Ningyang international analyst, said that most of the current based on the client's L B s application, the user base is relatively narrow, coupled with the current majority of business applications platform features less, user activity is not high.

In fact, "This is the reason why the LBS Web site is suffering from Waterloo." It is understood that the LB s website to obtain the cost of social users about 10 yuan/, the cost of campus users about 8 yuan/A, but here is the majority of the garbage users, a lot of the account is the same netizen. A lbs promoter told South reporters.

"Unlike General L B s Services, everyone reported the integration of Renren users of the real social relationship, making the check-in behavior is not just a simple geographical location tagging, but in the mobile phone clients have increased the release of real-time status, take photos to add location information and other functions, the location service and social attributes, the most easy to obtain high-value users. "In Wu's view, Renren opened the deep operation of SN s+lbs, the effect is obvious."

According to the introduction, the public is still cool, KFC, Master Kang, 361 degrees, Citic Bank, China Merchants Bank and other walks of life advertisers, have begun to try to put lbs ads in all networks. For example, in June, Master Kang daily C through the "Everyone Report" and "Sina micro-territory" two large L B s service in 16 cities nationwide launched a "fresh taste" to report to win the drink activities. 12 days, in more than 10,000 reports, the success of the line to get the share of the gift drink more than 90%, of which 60% of the reporting from Renren.

Where is the next profitable gold mine?

Obviously, location search advertising is the revenue potential of L B s, but social network innovators are trying to tie lbs, SNS and E-commerce together, and a bigger gold mine is showing "sharp corners".

This time, Renren chose 2010 years of the Internet's most popular group buying site as a partner. glutinous rice Network, in the client's "location" function to join the glutinous rice Network of group buying activities and preferential information, will be "Solomo mode" clear positioning for: Registration call, side group purchase, the nearest preferential and romantic encounter.

"After completing the Solom o layout, everyone hopes to use this platform for E-commerce precision Marketing, explore a diversified profit model." Wu Jian Frankly, SNS new profit model will also be based on Solom O.