The commercial path of the Stranger: from member service to game

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[Guide] The game is already the most profitable mobile internet business, the introduction of the game is also outside the world is considered to be a major step in the commercialization of the mo.

Mo Mo Member Center webpage page (Tencent Science and Technology match map)

Tencent Science and Technology Zhu Xu Winter December 12 Report

Yesterday, 80 million users of the mobile social application of the second game, "Dance troupe", which began this summer to test the game finally officially released. Before, the MO has launched a shooting elimination class game "Mo mo Bubble Rabbit", the first month to get 4 million users, and soon after the launch of the Apple app Store free list first position.

The game has been the most profitable mobile internet business, the introduction of the game is also outside the world is considered to be an important step in the commercialization of the mo.

But the game is not the whole commercial of the Mo Mo. In addition to the game, there are member value-added services, expression fees and a small number of commercial advertising, and members of the value-added services are the main outside the game's income. Before the introduction of the game, MO also remained in the top 50 of the app Store bestseller list for a long time.

Mo coo Wang Li in the acceptance of Tencent Technology interview, said the mobile internet itself is not too much can learn from the mature business model, so this summer began the commercial test water. But he did not disclose the current number of members of the Mo. Wang Li in the past is mainly responsible for the operation of the Mo, but now his main job is the commercialization of the mo.

"We have almost two years to achieve 50 million registered users, the product structure is relatively clear." So we have to step a few points this year to see if we can get through, do not find out that this does not go through, and then turn around is very difficult. But now it looks like we're doing well. Wang Li said. He also said that the first half of next year will not think of new points, but more to optimize the existing business model.

MO has realized monthly profit, Wang Li said there is no recent financing plan, then hope to have some big moves in the market, do some brand publicity. The recent introduction of the "Mo Mo" one of the subway ads is one of them.

Commercial testing of water from Member services

Now the mainstream mobile social application business model includes the game and expression, but the stranger in advertising, the first Test water is a member value-added services.

This summer when the 4.0 version of the official launch of the member function, paid to become a member, users can get such as uploading more pictures, to a particular friend stealth functions. A few days later, the MO announced the user volume breakthrough 50 million.

Wang Li said that members of the service in the traditional internet era has been successful examples, such as Tencent's QQ, but in the mobile internet era and no one has done, MO want to be the first person to eat crabs. "A proven business model, how to combine with the mobile Internet, and our products to do two matches, this is more than we think of things." ”

After the introduction of member Services, MO also has been adding new members of the exclusive function. This is beneficial to the renewal of old members, but also to attract more ordinary users to pay for certain functions to become members.

The biggest feature of the MO is geographical location, and in the member service, there is a roaming service, that is, users can locate themselves anywhere, to see the people around. But in fact, in the early days of the venture, the interior of the stranger discussed a lot of unrestrained ideas, location roaming is one of them.

However, it was not until more than two years later that the site roaming function was officially launched and only opened to members. Wang Li said that the first did not do this function because the user is less, roaming to some places can not find people around, and if the user is not greeted with the real people around, easy to disrupt the geographical location of the social environment.

In doing value-added services when Wang Li will also and the MO colleagues have disputes, especially the product of colleagues will always want to keep the product clean state, do not do any fees. "He has a starting point for him, and I also have my starting point. So there are some arguments to discuss. Wang Li said.

For example, a member of the "Who Came to see me" this function, product personnel will feel that this should be a universal function for all users, but Wang Li believes that if such a function is spread out, there will be some users do not dare to see other people's information, reduce interaction, "all open to the entire ecological or some damage." However, membership value-added services can satisfy some people's curiosity, but will not have a great impact on the whole ecology.

Find the best combination of social and gaming

Line, Kakao Talk and micro-letters have proved that games are an important part of the commercialization of mobile social applications.

In charge of the Yang Ye game platform, said that the game has a higher quality requirements, and in the early days will tend to large companies and has been the market to verify the success of the game.

Compared to other social applications, the core of the MO is geographical location and very active group. Therefore, in the game list, the MO highlight is the user and the surrounding people ranking, rather than the ranking between friends. This approach also helps users to find friends through the game, interactive.

Yang Ye told Tencent Science and Technology, the first game of the new "Mo Mo Bubble Rabbit" The most important thing is to play the game cooperation flow pass, including technology and business, but then more to consider how to put the social characteristics of the MO and the game better combination.

Wang Li said that the user's social relations in the middle of the relationship, in a comparison between the state, this situation how to play with the game can be closely combined is the focus of the case.

It is noteworthy that the "Mo Mo Bubble Rabbit" Developer Come2us is a Korean company, and their game in Korea and Kakao Talk also have cooperation. So by working with the company, MO can learn more about how other social platforms play games.

"Mo mo Bubble Rabbit" with the help of the social network of the new one launched on the success of the top App Store free list, Wang Li and Yang Ye view, this also to the outside world to prove the ability of the mo. Yang Ye said: "We used to publish the data, but many people do not believe that we boast." Now through the cooperation of the game, prove that we do have a large number of valuable active users. ”