The end of the capital feast for mobile Internet: The giant War of mobile channel

"A project, two or three people, do four or five weeks, rushed in six or seven VC, investment can talk about a pretty." "In the June 2011, the Mobile Internet business Circle circulated such a slightly teasing jokes, but it is a lot of the real experience of the entrepreneurial team."

But from the second half of 2011, the wind suddenly changed, investors began to slowly become low-key and conservative, more than one product in the angel investment or even a round after the next financing failure.

The industry is starting to think about the grim reality of mobile Internet: It's hard to profit. Mobile advertising, electric dealers and games are known as the mobile end of the most easy to get revenue of the 3 areas, can be 2011 years of mobile advertising development is not satisfactory, the electrical business to become the traditional electric dealers hunting ground, small team of products to choose to do shopping guide Most of the success is difficult. And the game, after the explosive influx of many products, is becoming a complex and gradually diluted profit business.

More importantly, there is still great uncertainty about the development of mobile Internet. When technologies such as mobile phones, mobile operating systems, communications networks, and even maps, voice, NFC communications, and amplification are in hand, any uncertainty can lead to the collective death of a certain category of products.

Huge innovation explosion and the infinite possibility of product direction, actually contain extremely high risk, VC already sniffed the air of gunpowder. The capital feast for the mobile internet is ending, and the need for capital to feed the mobile product has been elusive.

However, not all business on the mobile internet is uncertain. In the last year, just a little attention, you can find Baidu, Tencent, 360 of these internet "big guys" are carrying money to stride the layout, and their contention is the focus of mobile channels.

Competitive speed of mobile channel

November 15, 2012, Baidu to brush machine tool Zhuo Master Strategic investment nearly 50 million yuan, but also has the news, Baidu also invests (acquires) the innovation Workshop under the Android ROM and the desktop product company Dim sum.

Not long ago, in August 2012, 360 chairman Zhou said Tencent had wholly acquired the Brush Machine Wizard-the latter in April to accept 360 about 18 million yuan of shares, but has been bought back. Tencent allegedly invested tens of millions of in the Le Frog rom in July, and Le Frog is an android ROM product with MIUI, a snack and millet company. In fact, in March, Tencent also acquired the main products for the magic of mobile phone Butler (Android mobile phone PC management software) Hangzhou Magic, and responsible for the QQ mobile phone Butler products.

As early as last year, 360 has begun to cooperate with the Fujian Network Dragon Company, the network Mirs under the 91 mobile phone assistant is China's first mobile application download market. The founder of iOS 91 mobile phone helper Xun Jun After leaving the net Dragon to create a jailbreak version of the iphone and the ipad mobile phone market "synchronous push", and the introduction of synchronization assistant, and Innovation Factory chairman and CEO of Kai-Fu Lee and well-known investors Cai at the same time investment.

Mobile channels have been rapidly occupied by large Internet companies in a year, and this is just the beginning of a fragmented and cluttered market. If the mobile product itself is the foundation of a firm's footing, the mobile channel determines the new World's voice and the relationship with others.

No matter what products, the end of the channel to connect users, which is full of uncertainty in the mobile Internet the largest quantitative.

Why is the mobile channel important? From the traditional Internet and PC client development may be a glimpse of the clue. Flow is called the "blood" of various products, and the Internet of Chinese characteristics, traffic entry is an important but complex topic. Whether it is the default software installation and Web site shortcut in the pirated Windows operating system, browser navigation, or search engine, they are through the user and traffic guide, access to a variety of web sites and clients of the right to speak and become a big business. Not only that, master the flow of the entrance means to master the product growth of the "soil", so that their products have been directly used by a wide range of users.

Especially when the mobile product is very uncertain, mastering the mobile channel means that when the product direction is determined, the new product can occupy the market in quantity at the first time. Similarly, if there are other new excellent products available, their own access to the channel, it may become excellent products have to embrace the "thigh." From this point of view, not by people think of the video site has just arisen, the families have to give Baidu "send Shares" story, because Baidu in the traditional internet is the king of traffic.

Four major Battlefield

Unlike the traditional Internet in the PC era, mobile users ' main networking is through a variety of applications (APPS), while the most important form of mobile channels is not search or URL navigation, but App store.

By 2012, there were more than 1.3 million smartphone apps in Apple's iOS, Google Android and Microsoft's Windows Phone system, with iOS topping 650,000. According to Iris data, 2012 China Mobile Internet user size 430 million, mobile internet users 56.7% will download applications.

In the 2nd quarter of 2012, only Android apps were downloaded 5 billion times in China. The huge number of applications and vast numbers of users have spawned many channels, the most mainstream of which is the App store. The power of all the chains of mobile phones wants to be imported through app stores, such as Samsung Apps, Nokia has Ovi, Lenovo Music Store, telecom operators, China Mobile has mobile app Store, China Telecom has Sky wing space, Unicom also has the Wo store. But in contrast, the largest third-party application stores, such as 91, Android, Tencent application Bao, pea pod, Jifeng market and 360 mobile phone assistants. So far, third-party mobile app store users have reached 150 million, an increase of 247.7% year-on-year.