Quietly get the third ticket to the mobile Internet?

Ma said he was also terrified of how the mobile internet played. This question is indeed being explored, but you really believe what he said, and that's the trick. Even if do not come out, can always copy one, even if the copy is not good can buy a, so pony brother is impossible to fear. In the micro-letter SNS to obtain 400 million users, 360 mobile phone guards rely on security to get nearly 300 million users, is called to get the mobile Internet after the ticket, I heard that NetEase Youdao dictionary has broken through 150 million users, to 200 million advanced, taking into account the quality of users, basically can be said to get the third ticket.

Tencent's SNS and 360 of the security is the industry's leading edge is very obvious, can get the first two tickets is well-deserved, and NetEase Youdao dictionary does not seem to appear in the spotlight, is relatively professional tool products, so this thing still has a reference value.

Youdao Rise and free related, before the professional electronic dictionaries are charged, this point and the field of antivirus very much like, stand-alone era, anti-virus origin of Kingsoft PowerWord is a relatively high percentage of the dictionary. Antivirus let 360 rise free of charge, and the dictionary for free, let Youdao dictionary quickly occupy the market, has meaning is, 360 uses is the cloud to kill the technology, but the Youdao uses the network explanation technology, is uses the cloud search quickly the new product to guarantee the product timeliness, also is this, defeated the periodical renewal the charge class software. Free subversion, currently seen as a tool class's first killer.

Companies that value cloud technology now seem to have an advantage over the PC to the mobile internet. And now because of the popularity of offline products, mobile end Youdao dictionary Installed capacity also increased alarmingly, the growth rate is about twice times the PC side, is expected to break through 200 million soon. It is worth mentioning that, and the first two tickets products, compared to the user, Youdao dictionary user level and higher quality, are day-to-day involved in translation problems of users, and therefore, in the few profitable tool class applications, Youdao dictionary but can do the day into the bucket gold.

Of course, I think things are not so simple, beneath the surface of the deeper reasons, is that I need to dig and focus on the object, I am afraid will be closer to the truth. So, I carefully looked at NetEase's product line, finally found NetEase's "knowledge Matrix", it may be easier to explain Youdao dictionary in the mobile Internet side of the success.

NetEase more popular products have so several, mailbox, NetEase News, NetEase Open class, NetEase cloud notes, NetEase cloud reading, Youdao dictionary. A closer look will find that they are not basic applications and are almost culturally relevant. Domestic use NetEase mailbox person, already has the business breath, but not small white user (small white user uses Tencent mailbox more), and from the news to the public class, cloud notes, cloud reading and Youdao dictionaries are basically around the user group to do the application of knowledge, from class, to look up the dictionary, to make notes, to read news, to share, Has completely formed a knowledge learning chain, several products thus formed a "knowledge Matrix", played a role in promoting the spread of each other.

Have done microblogging marketing know, the power of matrix transmission is very large, positioning similar characteristics like overlapping users of different products through the matrix transmission, it is easy to become a full range of products users, so as to establish a very stable user groups, some seemingly relatively thin tool products, in the matrix of importance will be highlighted, The promotion of knowledge brand in NetEase, a small Youdao dictionary to get the third mobile internet tickets, it is not surprising.

If there are three cases, we can actually sum up some laws, whether it is Tencent's micro-letter, 360 mobile phone guards or NetEase's Youdao dictionary, all provide users with a very clear and clear value, social needs, security needs, knowledge needs, these requirements are simple foundation directly and function is not fancy. There is not even a new form of innovation, but a continuation of the PC-side user habits.

To put it simply, a small company without ability should not consider creating new user habits.

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