Taxi software commercialized

This month's official notice issued by the Ministry of Transportation affirmed the legal status of the taxi software and relieved the taxi software manufacturers. Fast taxi and a drop of a taxi, the two taxi software with six months burn, not only burn out a huge user, burned the industry pattern, but also to regulators saw the smart taxi can not be denied role.

However, in the fight to win the staking field and get the policy "pass" two hard-fought, posing taxi software is a more difficult road to commercialization. Burning off Lancun accumulated under the huge flow can be realized, the two seem to have been unable to wait.

□ Status quo

Industry onto the "right track"

In May, the Ministry of Transport issued a draft on the taxi software, allowing the entire industry to fall into the shadow of "being called for safety." Fortunately, in an official circular in July, the opinion of "unified dispatch" was deleted. The release of policies has enabled taxi software to be on the right track. It is a great move to play an autonomous role in taxi software after the Great War on Money.

"Grab war" continue

In the first half of the taxi software subsidies war pocketed the eye. Although the war has succeeded in burning up fast oligopoly of taxi and dribbling, it is expensive. According to the China Electronic Commerce Research Center, the two companies spend at least 2 billion yuan in order to quickly "host." However, with the quick taxi and drop-by-drop vehicles announced on May 17 to stop paying the cashback, the number of users dropped immediately.

Faced with the rapid loss of customer base, both sides realized that "Rappelling" can not stop. In fact, after the subsidy ceased, the two taxi software changed passengers from "Mingfu" to "Impotence": endless sharing of red envelopes, accumulation of points, shopping coupons and other tricks. While the driver, although the subsidy but not canceled, compared with the original cash transfer, now more like to encourage drivers to participate in marketing activities, and even played "humane care" card, such as free drivers on the "accidental accident risk insurance ", Strive to improve the taxi driver's taxi software viscosity.

"Second choice of one" embarrassment

On July 17, the Ministry of Transport formally issued the Notice on Promoting the Orderly Development of Calling Services for Taxi Calls by Mobile Software, etc. While affirming the legal status of taxiing software, it also stipulated that the taxiing software will be gradually incorporated into the unified call-taking platform management. However, according to the requirements of the document, the "software list" from the taxi software may be uniformly managed by the government on the platform of calling by the government. However, according to the stipulation that "the platform operation should not affect the proper function and healthy competition of mobile phone software for call-outs" The "software list" taxi scheduling can be run by a taxi software company independent, do not need to call through the unified scheduling platform. This means that the driver can still broadcast the phone software to complete the grab orders, orders and other "legitimate functions."

Although the taxi software can be used, there are still restrictions. In view of the situation of installing multiple mobile phone terminals in the car, in February of this year, Beijing Municipal Transport Commission requested that each taxi only allow one software terminal to be installed, which may be a mobile phone or a tablet computer. Although there is no requirement that only one car software be installed, the limitation of only one terminal means that it is not possible for a taxi driver to use both a fast taxi and a drip taxi at the same time.

Share data with the government

"Entrusted" taxi software is now also beginning to share and utilize the accumulated basic data with the government to contribute to the upgrade of urban traffic management. Taxi software told reporters that access to the government unified platform, the first data can be shared is the driver qualification and integrity of the data. In the document of the Ministry of Communications, it was clearly stated that a credit file system and a rewards and punishments mechanism should be set up so as to speed up the construction of a credit service system for taxi drivers and passengers.

"Next, we should pay attention to how taxi software and local government departments clearly define each other's rights and obligations in sharing information," said Gu Dasong, a research center for law and development of transportation at Southeast University.

□ duel

Open commercial competition

Burning money can not last forever. Crowded to taste the fresh "user" of water, still firm order volume firm taxi determination to break through the loss. Taking fast first-quarter data as an example, the driver charged a total of more than 4.73 billion yuan of fare through a fast taxi ride - the cash-strapped money flowed through and the taxi software naturally could not remain indifferent. The two companies could not wait to make money It's

practice

Recruit partners

Share online and offline traffic bonus

Taxi software The first step in hematopoiesis is to find advertisers. Fast and trick insiders told reporters, advertising is currently the most important source of revenue, including online diversion and offline marketing activities into advertising, which, at least online ads can include the APP's open-screen ads , Taxi waiting for the process of pushing the banner (banner) ads, members of the notification center several types of messages.

Fast taxi COO Zhao Dong introduced the first quarter of this year, fast taxi has achieved 10 million yuan in monthly revenue, most of which come from advertising and offline marketing activities. Zhao Dong revealed that the fast hit car main points of the mall usage is very high, has now developed the games, cars, e-commerce, tourism, catering enterprises and platforms, more than 200 partners. According to report, the fast points Mall is also for the driver master, the future also plans to achieve quick grab APP grabbing business and life service consumer voucher redemption.

At present, there is no point mall built, but it has the absolute trust of this major shareholder's WeChat ticket. On the one hand, WeChat opened the second entrance to APP in WeChat "My Wallet"; on the other hand, launched a multi-round taxi red envelope marketing campaign based on the social advantages of WeChat. Didi told reporters that online, the drop is and its coverage of the city's local shopping malls, for example, when users take a taxi near the mall, with a taxi record you can enjoy a certain discount at the mall counter.

Comments

It seems the industry observers, fast and trickle one is relying on integral mall business ecosystem to settle user data, one is relying on the WeChat platform stick to users, although both are optimistic about precision advertising, but the future of precision advertising in the future Data bases and manifestations may be very different.

practice

Cross-border operations

Rely on big data to expand the field of vehicles

In the fourth quarter of last year, after the fast-track taxi acquisition of the Hornet and its plan to cut into the car rental market, the industry was no longer surprised at the standardization of taxi software from a standardized service to a more car-free car.

In June, a taxi hit CEO Cheng Wei accepted the Beijing Times Times reporter said that the drop will consider entering the carpool field. However, reporters learned yesterday from the drop inside, car business plan has been delayed, drops have quietly carried out on behalf of the business car rental business, ready or in September launched a high profile, or even employ a spokesman.

Fast parent Chile Group, in early July, its high-end car rental software "Hornet" renamed the "No. 1 car", APP then on the line. At this point, the No. 1 car has become the two brands that stand in line with the fast taxi and have been launched in several major cities in Beijing, Shanghai and Hangzhou. Zhao Dong stressed that "No. 1 car" has cooperated with hundreds of large and medium-sized regular car rental companies in China.

Comments

Analysys International analyst Wang Jian believes that from a service point of view, taxi software through in-depth development of services, as a car entrance, to provide users with multiple modes of travel services, to further open the tourism travel industry chain and a variety of transport links, This layout is imaginative.

Gu Dasong told reporters, combined with LBS (location service), car APP can be real-time car rental, which makes them more and more confusing the boundaries of the average taxi, on behalf of the car rental business options and regular car rental companies, Help to avoid legal risks. However, this market with users, models more and more subdivided, will not lead to a price war and was the taxi industry boycott, but also need to observe.

practice

Hold tight giant

And Tencent Ali O2O ecological integration

From the original heroic money burn we can see that, regardless of market share, or in the progress of commercialization, the competition between the two is actually two wealthy father - Tencent (124.9,0.40,0.32%, real-time market) and Ali Competition.

In order to encourage mobile payment, fast users with Alipay purse payment points can be redeemed Ali's bargain vouchers and other platform vouchers, and a drop of taxi launched multi-channel WeChat red envelopes and Tencent Weixin payment are closely related.

In addition to mobile payments, Ali and Tencent have also stepped up their supply of O2O infrastructure (from online to offline). For example, since April this year, the map data used by the droplet has been gradually replaced by the map of Tencent, while the fast map data has been provided mainly by Gold Coast. Taxi software insider said with a smile, the taxi business in the future with the giant O2O depth of ecological integration, but also a big move to win the hematopoiesis.

Comments

Although taxiing is just one of many O2O scenarios, taxiing enriches O2O patterns, mobile payments, and big data sharing by bundling taxi companies and giants with movies, group buying, offline retailing, and travel. Wang Jian believes that in the attitude of the taxi software, Tencent and Ali grab the mobile payment users from the very beginning to gradually build a large O2O ecosystem.