The commercialization of China Mobile Internet, where has it gone?

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

"Guide" mobile Internet development has been more than 5 years. But there are few companies that rely solely on mobile internet products to find business models and then go public, or IPO within a year. This article discusses the business model that China Mobile Internet is now groping out. Start with the PC Internet.

First, the PC Internet profit model 15 years of development stereotypes, but also after a long time to explore

After 15 years of development, China's Internet profit model has been formed. According to the charges are divided into forward and back, a 2C, a 2B; in terms of profitability, it can be categorized into the following categories: advertising, value-added and electrical business.

Advertising: Display ads, search ads, offline businesses, Web site navigation, in accordance with the pay model has CPC, CPM, CPA, CPR, CPP, etc.

Value-added: QQ All kinds of drilling, virtual goods, game props, XX members, 9158, Century Jia yuan stamps, etc., provided in addition to the free can be counted value-added services;

Electric quotient: business-to-business, Business-to-consumer, Consumer-to-consumer and other modes. There are more complex business models, such as service charges for sellers, advertising, insurance, internet finance, etc., which are divided into physical goods, offline services and virtual content. Virtual content includes e-books, music, animation, video, etc.

Of course there are other ways to divide, and some of the gray patterns here are not involved. There is also the game of a separate category. Because the game is in accordance with the length of the charge, there are props (value-added), mobile games and sell app download (similar to a stand-alone era selling disk). For the Internet profit model classification methods, can be clear that the Internet profit model has been stereotyped. Whether they are giants or startups seeking to commercialize Internet products, they are not going to be around these big models.

Interestingly, China's Internet giant BAT has its own advantages over the three major profit models. Baidu relies on search advertising; Tencent's 70% income is game and value-added services, can be summed up as value-added, and advertising revenue accounted for only about 30%; Ali is a synthesizer of electric quotient mode.

Second, the mobile internet business model, is the continuation of the PC Internet, or subversion?

The following is an analysis of the current business model of mobile Internet from the point of view of the giant, top or mobile internet companies with strong Internet presence.

1, Tencent received VIP cabin tickets, mobile commercialization has not started

Tencent's two ticket micro-letters and mobile phone QQ, in view of the similarity is too high, here only to discuss micro-letter. Micro-letter sitting 4.5 billion users, with platform characteristics and media, social attributes, the mobile internet era of social, localization, Mobile (Solomo) A number of features are accounted for, Tencent itself has a wealth of resources such as payments, games and other synergies, the commercialization of the prospect has been a lot of discussion. Almost everyone can jiangshan the commercialization of micro-letters. In addition to charging users directly-but the micro-letter has promised not to charge users, it seems that other business models are inseparable from advertising, value-added and electricity.

Let's take a look at some of the big profit paths that have been officially and unofficially imagined: micro-credit game is the most talked about, is also considered to be the first point of focus; O2O: Business CRM, buy, micro-letter membership card, two-dimensional code, large data marketing, also has been said that "social electric quotient" or "Friends circle electric Dealer"; App Market: micro-mail as a platform-level app (even with a micro-credit operating system, micro-mail browser), the public account into a lightweight app, micro-letter into the Lightweight app distribution market. The following is the micro-credit distribution, micro-letter app ads, micro-letter digital content (reading, music, video are all in this), open platform, micro-letter mass services.

In addition to the app market, "paid downloads are divided", other commercial approaches are inseparable from advertising, value-added and electrical quotient of these three models.

2, Baidu to get the mobile internet ticket, commercial one step ahead

Baidu has also got the mobile internet ticket. Search app, mobile map and the number of users have been more than billion, Baidu mobile month active users over billion, map of the active users of LBS, day positioning request 2 billion times. The ticket has been received from the target. The recent announcement of a 1.9 billion dollar purchase of 91 wireless will consolidate the status of application distribution, making application distribution the third largest portal after the search and map.

Previously, Li and Baidu have repeatedly indicated that the mobile Internet has not ready, especially for search. Includes infrastructure, mobile technology and business models. Baidu early this year attitude big turn, no longer mention difficulties, but quickly on the mobile side of multiple layout. Including force-push search, Map, magic Chart app and cloud strategy, strengthen mobile technology such as deep learning exploration, through PC and mobile terminal Phoenix Nest Advertising system, in the country 250 cities to carry out Baidu mobile marketing activities, explore Baidu game, acquisition of 91 wireless.

From the hand of about one-third of the cash acquisition of 91 wireless can be seen, Baidu vigorously betting mobile internet, and confident in the future can quickly recover costs. The second quarter reported "mobile revenue accounted for more than 10%". According to Li's answer to the analyst meeting, this revenue comes mainly from mobile search ads, and the reason for the big increase is because the PC and mobile end of the ad system are getting through. Robin Li also said: "There are applications in the distribution of revenue, but very few, we also have mobile games, which make good use of our application distribution capacity, growth very quickly."

In other words, Baidu's mobile internet revenue model is mainly advertising, gaming and application distribution.

3, Ali Mobile Internet strategy is a support, commercial inseparable from O2O electric business

Alibaba in the mobile internet layout is two legs walk, its own products are naturally extended to the mobile end, such as the mobile phone Taobao (micro-Amoy), mobile phone Alipay, and other demand through radical investment completed. including micro-Bo, Gould, UC, shrimp, friends, the Mo, Tintin and so on. Some of these investments are for the purpose of boosting IPO valuations, or for business-level cooperation. But overall, the current distance from the open, far from full integration.

Ali's overall mobile internet strategy has to wait before and after the IPO can be clear, the author predicts that its mobile internet strategy should be for its overall "platform, data and financial" services, or to support the local life services, O2O and other "stories." Ali should not treat the mobile internet alone.

Based on this, Alibaba's mobile internet business model is still around the electric business. From Business-to-business, Consumer-to-consumer, Business-to-consumer, B2B2C and other modes extend to O2O.

4, other Internet companies mobile commercialization: a wide variety, but are PC extensions

Apart from the big three, what is the special business model for other big internet companies that have a sense of presence in the mobile internet?

1, Millet: valued nearly billion dollars. "Internet phone" mode plainly, the Apple ecosystem to copy. Software and hardware, system and content integration, hardware, app distribution, rice Chat (small micro-credit ecology). If NFC near-field payments push success, O2O;

2, the 360:pc end is the advertisement, the browser + website navigation, the webpage game, as well as wants to make the search. Mobile Internet for a number of applications distributed;

3, Sohu, NetEase: Mobile terminals are news clients. Media attributes, advertising, Sohu Sogou future is uncertain, mobile end business model is difficult to break through Baidu. Number pass may have an innovative model out;

4, Sina: Mobile side microblogging. To Alibaba Job diversion volume + advertising, a small part of value-added (members, business marketing services, etc.);

5, Watercress: digital content (Reading), value-added (FM member), Advertising (FM sound, film, brand advertising to the mall diversion, line diversion);

6, the public comments: Advertising + electric Dealers (O2O, group purchase), and Ali sooner or later there will be a war;

7, UC: Advertising + games;

8, Group purchase site group: Electric Business (O2O);

9, mobile games: paid downloads to reduce the application of increased pay. Or props, back to value-added;

Then look at the concept of mobile internet sector, the basic focus on mobile phone security (NetQin), mobile games, mobile phone digital content (video, animation, music), operators, mobile phones and peripheral manufacturers, communications equipment manufacturers, mobile phone platform to pay vendors. These companies are not "internet" companies in the traditional sense. The operator is more special, it is gradually upstream and downstream infiltration, such as China Mobile's nine bases on the business with the Internet enterprises to compete head-on, mobile music, mobile reading, mobile animation and other products are the industry leader.

Five, the mobile Internet Profit Model summary: The PC Internet profit model extension, but there are several integrated

1, the majority of mobile Internet products profit model is the continuation of the PC Internet model. Advertising, value-added (games) and electrical business;

2, from the PC but it is difficult to copy. Mobile Internet has a completely different ecology, including network, hardware Foundation, payment channel, user habits and PC Internet is far from the difference. Can not be copied. For example, traditional display ads in mobile internet are facing failure because the user does not point.

3, the application of distribution appears to be Baidu, 360 and other companies new revenue model, but not a new model. In fact, if the application distribution relies on paid downloads, and goes back to the "pre-internet age" of "Selling software copy", then the application distribution role provides the trading space and the payment channel, the electric quotient mode; Apps tend to be downloaded free of charge. This means that the pattern of application distribution markets is back to advertising and value-added.

4, the trend of the electricity business is a virtual reality. The digital content of the spring came, the virtual product of the electrical quotient; the stubborn line of the offline entity of the winter came, the internet penetration into the line.

5. Hardware revival. To Millet as the representative, the Internet and hardware a new model of integration.

6. The combination of different modes. "Micro-credit card" logo operators of the forward charging mode (monthly, time, traffic) and the Internet three models of the possibility of a combination.

It can be found that the mobile Internet business model is still inseparable from advertising, value-added and electricity quotient three large models. But it is not a copy of the original pattern. Even if there are innovative mobile internet products have a new model, it is difficult to break through the Giants. Therefore, how to let the original three models successfully transplanted to the mobile internet, than "innovative mobile internet New model" more realistic.

It's hard for startups to create new models and subvert traditional internet giants

Millet is a start-up company, Millet future how to develop still can't see clearly. The current growth of China's smartphone market dividend, millet can be from a number of terminal players stand out of the soil. The pattern of millet is imitated from Apple, also not new mode. If you discard the hardware of millet does not look, as the internet company Millet does not have a special pattern.

Other mobile internet field of rookie startups, such as Mo, Sing, pop, 3G portal &go desktop and so on for the moment there is no clear commercial road map. According to the development of the Internet, it is very difficult to find a business model suitable for a company or a product. If you want to innovate to find an unprecedented new business model is more difficult than heaven.

With UGC (user creation content) as the representative of the WEB2.0 concept appears, there is a voice said WEB2.0 to subvert WEB1.0. But WEB2.0 has not changed anything "revolutionary". Old's big portal is still standing, the new three giants are playing the Matthew effect of the "strong stronger." WEB2.0 in China's representative products Renren, Sina Weibo and so on into trouble. The former markets and market capitalisation shrank, the latter temporarily gave up the listing to accept Ali investment, become Ali's wage earners.

As Dr Wu at the top of the wave, "all Web 2.0 companies do not find their business model in real sense, and will eventually be overtaken by the traditional Internet 1.0 giants that can successfully evolve into WEB 2.0." ”

Also in the mobile internet age (mobile internet will subvert PC Internet, so there is no WEB3.0, but it is called "post-Internet age" or "post-PC era", and mobile internet startups are likely to be overtaken by giants when they are unable to find a unique, effective business model to quickly overtake the Giants.

The Giants have shifted their focus to the mobile Internet, eyeing the new continent. Products can be shanzhai, the model can be replicated, mobile internet companies are either tortured or abused by its founders, the giant into the bosom is becoming more and more Chinese entrepreneurs practical dream.

Summary: ① Mobile Internet after five years of development, profit model has been gradually clear: still inseparable from the traditional internet advertising, value-added and the three major profit models. ② Mobile Internet will have the integration of the Internet and hardware, the integration of multiple revenue models, the combination of online and offline. ③ Mobile internet start-ups are hardly going to get through business-model innovation, as mobile-side commercialization is already difficult and giants are already eyeing it. It is a good ending for ④ to be incorporated by the Giants. Whether the mobile internet of giants or entrepreneurs is commercialized, it is more necessary to solve the problem of the migration of the original business model.

The author of the founder of Love Technology Network, his microblog for the @ Guangzhou Chiu, micro-letter for Supersofter