The concept of "light application" officially becomes a super Web app platform

Recently held in the 201,300-degree World Congress, Baidu launched the "Light Application" concept, officially become a micro-trust public platform, UC Application Center after another super Web app platform. With the growing number of web app developers, there is a more rational understanding of the so-called "native" of web apps and apps. Developers see more possibilities: Mobile Internet age products can have a wide variety of manifestations, reach a wide range of user channels, and profit patterns can become more diverse. October 26, the Geek Park held the 48th phase of offline activities "lighter applications • More heavy Business", from the platform and developers of the dual perspective of "light application" prospects.

UC excellent as domestic browser product Department general manager Zhu: Super app and light application how to mutually beneficial symbiosis?

Zhu that the primary application is encountering a huge divide between the head application and the tail application, and 0.1% of the applications occupy 70% of the download. In particular, such as QQ, micro-letter, UC, micro-blog and 360 such super app belongs to most users of the "installed", with a large number of users and extremely high frequency of use. So these super apps should think about two questions:

1. How to provide personalized services and content to users?

2. How to supply the flow of partners?

The opportunity to light the application, it is often built on the Super app built platform, around the characteristics of the mobile phone development, can be more easily exposed to the user and be called. A typical uc+ is a lightweight application and a micro-credit public account. The ecology of the Super app can be likened to the "Shopping Mall" model: The Super app is like a shopping mall, and the light app is the supermarkets, shops, restaurants and cinemas.

Zhu's advice to light application developers is: content is king. Users are not interested in which application to provide content, users need good content. As long as there are good content and services, regardless of the developer on which platform, will be supported by users.

Alibaba Small Micro Financial services Group domestic Business Group director of wireless Division Li Yangdong: Light payment, heavy service

In Li Yangdong's view, the installed capacity and the amount of payment are the two core dimensions that the application pursues. But at present the development cost of the primary application is high, such as CPA promotion, application market, channel pre-installed, real name authentication and so on all need the big expense, at the same time the user's retention degree also is not ideal.

In the second half of this year, Alipay will accumulate years of data and resources in the payment field to open, at the mobile end for developers to provide 3 kinds of access mode: First, native app--bootstrap download, free of traffic promotion, member viscous high; second, the public number--no installation, users take the initiative to focus on user management and Sentinel marketing Third, the deep integration--it system interoperability, membership card and other data integration.

Compared to other super apps, Alipay has the advantage of Low-cost access to Ali's ecosystem, for education, games and other industries to carry out special financial tools support; Near-field card cancellation and payment function.

Qihoo 360 Wireless Division product director Jiangyan North: How to solve the problem of small application distribution?

Jiangyan's view of the north seems to be more maverick in every platform: light apps are just a new mobile web site outside the browser; If the product service is not suitable for mobile Web pages, then developers should not consider lightweight applications. In 360, service providers (developers) have two things to do: Develop mobile web sites and develop mobile apps. But these two things can become one thing: just develop mobile sites and then distribute them on browsers and other light applications. This allows the service provider to focus on the service of the product rather than developing it.

According to 360 mobile browsers and mobile phone assistants on the light application of statistics, the overall daily activity rate of around 6%~7%, and Native APP's total daily activity is close to the same time, a single entry into the light application store, the number of added applications, slightly higher than the Native app added ratio. As you can see, lightweight applications are easier to distribute, but ultimately it's up to you to look at the services provided. Jiangyan North believes that the distribution of small applications is not a clear solution, 360 want developers to focus on the product services, rather than between the web and native do double jobs.

Touchchina founder/ceo Shen Zhouli: How to choose the right light application platform?

The scenic spot is one of the core products of Touchchina. In the long term application development process, Shen Zhuoli found that the smooth user experience, off-line use, hardware access is undoubtedly the inherent advantages of native applications, however, distribution channels, user installation, content updates and deployment costs increasingly high, multi-platform support is also a primary application has been facing the threshold.

Lightweight applications are, in broad terms, applications that need not be downloaded and installed, and are now mainly represented by Web apps. Light application and search close together, be able to publish it to the accurate user group, can with the upstream and downstream industry close contact, the business is nested, forms the good user experience, is suitable to take the information to be the main, the interaction is not many application, the application development and the release cost is low, supports the content the fast iteration update. But it will take a while for most users to approve.

But what needs to be looked at is that Web apps need to be connected to use, and the interactive experience is still a gap with Native apps. Web Apps support and access to hardware are currently quite inadequate, and similar to the Native app, web apps also need to address adaptation issues in different browsers or Super app platforms.

A trip to the net CEO Chen: Light application ≠ light technology

Chen will be a trip to the network defined as the "mobile-side OTA." He admits that importing as much traffic as possible is his primary aim in light application development. At present, a trip to the network in Baidu, UC, micro-letters and gold maps are related products, provide services including tickets discounts, attractions map, AR Real, guided tour, etc.

Chen that applications can be "light", but that it attracts users to rely on more "heavy" data behind them.

For browsers, super apps, and other light applications, Chen wants them to encourage innovation, to give innovative small teams more opportunities to showcase, and to build a good environment for lightweight applications, allowing users to have a higher choice of weights, rather than ranking in full according to the bidding.

Round Table Discussion

Lighter applications, heavier business

Super app and light application can form a cooperative relationship with each other, its ultimate goal is to let users experience the smooth use of closed loop. One of the natural advantages of lightweight applications is the constant generation of new content, and what the Super app does is let the content flow freely and present it to the user. One thing the Super app has to be aware of is that you can't try to disturb users because of their influence and change the habits of their users, but rather to provide the user with the actions that they might take next. Providing a lightweight application of content regardless of the platform, it has to do is when the user needs timely appearance, this is the light application to provide services, the appropriate channel to reach the user.

In fact, the traditional native app lacks information, data and traffic, and the greater value of light application in the future may lie in the formation of good correlation between different content, and reduce the jump and communication threshold between applications. Especially for those who are in the Internet, information transformation of the traditional industries, light application can let enterprises in the closed loop outside the platform to build their own channels. The entire mobile internet, which relies on light applications, can help traditional industries accumulate user data and find their users in more channels.