The commercialization of the MO?

Absrtact: Since the end of last year mobile social p P has claimed to be friends with strangers, its 2.0 and 3.0 versions are constantly washing off the shadow of the artifact, gradually to the acquaintance of social advance. Recently, the new layout, the introduction of the 4.0 version, add expression shop, member Services, MO

Since the end of last year's mobile social p p, "Go to Strangers", its 2.0 and 3 0 versions are constantly washing away the shadow of "about cannon artifact" and advancing towards "acquaintance social". Recently, the new layout, the introduction of the 4.0 version, add expression shop, member Services, MO MO Small Secretary functions, and the most recent virtual currency ——— mo coins.

At present, based on the mobile end of the social application of the user growth into a bottleneck, even if it is backed by Renren's Meimei, pop, backed by Ali's dealings, also did not win the favor of users. On the other hand, the commercialization of the road is not clear, become a social application of another major factor, directly led to the entire industry into a "short-lived" cycle. In this big industry background, the commercial situation of the Mo mo?

Why can't resist the introduction of charging service

In spite of the end of last year, the founder of Yantan in the media interview, said that the street did not worry about money, even the next two or three years will not consider how to profit. However, recently, the new 4.0 version of the street, which pay the expression of the store and membership services are regarded as a commercial layout of the simple attempt.

The commercialization process is not the first mentioned, in the early this year launched the 3.3 version, the first appearance of the public welfare banner advertising bar. The move is interpreted as a test of water commercialization, the south are reporters in the 4.0 after the discovery of the banner advertising bar is still there, but the propaganda content only for the Mo Mo member service and expression store.

"Banner advertising is too common, will not become the mainstream of the Mo." "Mo Mo Li Wang Li has said to the media, this banner is still in the testing phase, the future combination of position information and user identity information precision oriented advertising is the direction of the force."

Analysys analyst Shillon said in an interview with reporters in the south, the Mo Mo in their own limited user size and micro-letter is still in the free phase, trying to promote fee-based services, to achieve sustainable profitability of "difficult." For the stranger, the most likely way to see money in the future is to do application distribution and mobile game joint operations.

According to the public information, in the early days of the product on the line, the MO will get the Jingwei and the Hui investment of about 2.5 million dollars a round of investment. August 2012, Jingwei Ventures, Ali Capital investment, digital Sky Technology Investment Group Investment in the MO, investment amount of about 40 million U.S. dollars. Yantan also confirmed to the media that the valuation of the MO $100 million.

"In the Mo Mo to obtain the stage result, its follow-up financing to talk about the difficulty is higher." "5G founder Bo reporters to the south, to the current market position and company status, coupled with its direct competitor is micro-letter, the MO can in the future and micro-letter competition occupies a certain position," investors may hesitate. ”

"To be a big user, you have to be strangers."

Shillon that, "about cannon artifact" gimmick in the initial product can attract some users, however, in the long-term development, "to large user scale, you must go to strangers." ”

MO 2.0 version of the new group features, 3.0 version and add a message board and personal dynamic, trying to increase the user's viscosity through the circle group interaction, precipitation of friends, this is also referred to the Mo "to strangers." Although the MO constantly wash off the shadow of "about Cannon", but netizens jokingly "DAO and Long".

Especially in the "acquaintance social" in the continuous transformation of the same time, inevitably encounter the inner enemy ——— micro-letter. In the micro-letter of more than 300 million of the number of users, the 40 million user level of the MO is dwarfed.

Reporters randomly interviewed the Mo mo users, "whenever" Tan frankly, the application of their own download after very little use, in the future will not choose to open the introduction of the pay Member services. "Mo Mo more like is the friend of the whenever to play the joy of the game, but the vast majority of the elite people in particular disdain and play with them." ”

Bo that to allow users to upload two of similar applications on the phone, it is bound to face the problem of different frequency of use. "In the face of the micro-letter, the MO can only play differentiated cards." ”

Although the two also provide a "nearby person" service based on the LB s search, the Stranger is not moving to the O 2O camp. This March, Wang Li External said the mo don't consider to do o 2O.

Bo said that the main reason for its choice is that the company's personnel and strength Limited and O 2O is a long-term layout, the MO can not bear its long-term 0 income. "He had to compete with micro-letters to do o 2O, so there was no chance of winning." ”

When it comes to social applications, the commercial model is nothing more than marketing, O 2O, application distribution, and mobile game transport. The MO avoids the O 2O, tends to entertain, namely sells the expression, opens the member and so on service.

"I wonder why the Mo do not do o 2O," Shillon, the mobile phone is a natural based on the scene of the terminal, so we must expand in this area. Today many enterprises are aiming at the O 2O, "Mo mo do not do o 2O is to miss a market opportunity." ”

Industry view

5G founder Bo

A pure stranger makes friends without a future. You can't expect a stranger to use it every moment to seek a "one-night Stand", which is occasionally possible, but not a regular user behavior. Mo now slowly to acquaintances social close, after all, only acquaintances will have day-to-day interaction.

For micro-letter survival is not a problem, but for the stranger to survive is a problem, now the MO must go to acquaintances, so that with the micro-letter produced a conflict. In view of the two is not a magnitude, the MO can only play differentiated cards.

Analysys Analyst Shillon

As many media outlets have said, the micro-letter competitor is China Mobile, not other im. In the IM market must be a single big, PC end is Q Q, mobile end is a micro-letter, the other home basically no chance. Because your circle has been basically stable, especially like the micro-letter, the circle of friends from the mobile phone address Book and Q on the direct extension, the user is difficult to jump from one im to another IM, this has been irresistible.

Putting users in a scene, lbs is a good way. If the MO does not do o 2O is to miss a market opportunity.