The entire mobile internet has developed to today, the tool has been to a node

Absrtact: May 29, pioneering state innovation China came to Xiamen, and Xiamen entrepreneurs together to explore how to create a Tens user's products, how to grasp the needs of Internet users and so on these dry matter topics. Synchronous Push founder Xun Jun attended the event and

May 29, pioneering state innovation China came to Xiamen, and Xiamen entrepreneurs to explore how to create a Tens user's products, how to grasp the needs of Internet users and so on these dry matter topics. Synchronous Push founder Xun Jun attended the event, and with the audience in depth exchanges, sharing a lot of material views, sorted as follows:

What is a massive user?

The so-called massive users, millions of of users of the application is not a huge number of users, such as the United States Mito such a few billion users can be counted as a mass of users.

Xiamen has a few companies do a good job, some game companies, such as Immortal Road and so is very good, the game for the app is for reference, the game is focused on the ability to become. A casual game to think and big game than Dau is a disgrace.

In China, the Android Market is now alive with dozens of, developers each development of a game in the Android Market to play 100 packages, access to traffic is very difficult, there are more than 900,000 applications, all the rankings, classification, edit recommended, all the list will not add more than 30,000. Your application rankings are difficult to flush.

For example, a game in Xiamen is actually very popular, but if one day it actually appeared in the apps total list, they must have a brush list. Do you think it might be on the table? Impossible, because it is a regional application, its quantity cardinality is limited, unless there are some special methods. This is a hassle for developers.

Instrumental finishing stage + application of oligopoly

Mobile Internet from 2007 to today, almost five years, now the mobile Internet is facing the end of the tool stage, the early emergence of a lot of tools, from last year to this year has a very typical feature: Many applications began to oligopoly.

First of all, oligopoly:

Buy an Android or Apple in 2010 or 2011 need to install twenty or thirty software to meet your needs, by the beginning of last year, you will find that you installed in the mobile phone 10 software is enough, the United States Mito, public comments, micro-letter, etc., do not need so many applications, even if installed forty or fifty applications, Commonly used in fact, in five or 10. Now the United States Mito so big, you do a similar software, has no time, because the large number of users have been occupied by these applications.

Again, tooling to entertainment:

The development track of mobile Internet: from the early tools, to the medium-term entertainment, and then to the end of life. Today, the mobile internet has been going on for 5 years, and the first phase is basically over. The obvious feature is that from the beginning of last year's game, the development to today, the game is very thriving, June is the game concentrated listing one months, last year's game mostly casual games mainly, this year's game is significantly more serious.

The entire mobile internet has developed to today, the tool has been to a node.

How to judge the value of users

There are a number of applications on mobile phones, such as 91, UC, ink, micro-letter. In addition, there is a very invisible big application: Flashlight. With the smart phone, many people install flashlight tools, it's a large number of users, but how to judge the value of this user?

For example, if you want to get the value of more than 2 million users, you need to know exactly what your user base is and what your users are worth.

I can tell a beautiful mito data.

The United States Mito at the bottom of the ads on the home page, the lower right button, last year's data is to bring the click of more than 300,000 times a day, there is an application to put the map of this position, this application will certainly appear in a good ranking, its ability to guide the capacity is very strong. But on the ink, the match is close to the picture, but the effect is very good, to see the difference between the two user groups. In the United States Mito Push Fairy Road, its effect is not good.

The United States Mito user groups than ink weather more accurate, the United States Mito Most of the users are girls, why to use the beauty show? Beauty, these girls besides beauty also care about what? Clothes, cosmetics, so she is very easy to accept Taobao guests, willing to shop a lot of girls. So many people like to beautify their photos, now everyone has the desire to share photos, so why it does not make mobile phone? Are you aware of Casio's self-portraits? This camera is not particularly hot in foreign countries, but the special fire sold in China, after filming, the photo processing is very beautiful, more than 5,000 dollars, it is difficult to buy.

But this thing has a problem, how to share after taking this self-portrait artifact? Take a data cable to the computer, and then send Micro Bo, if only with mobile phone and self-portrait artifact How to do? You have a beautiful picture of the phone is not the same, the effect and the same as the self-portrait artifact, finished directly to share, this is a large number of female users of the pursuit of beauty. Ink Weather The user is very high, but not the United States Mito of the user so accurate, in 450 million of the users, girls accounted for most of the girls, the number of smart phones? There are only three species, the first is Apple, the second is Samsung, and the third is the other, you tell her about HTC, she doesn't know.

I see most of the microblogging kiss bad, the sex is mostly male. Girls are a very special group of users, you do not know why she has such behavior, if the boys with girls to go shopping, you will know that they can not use normal thinking to understand.

When you have a huge number of users, how many users do you have, 2 million, 20 million or 200 million, to catch your user groups, your user community attributes, characteristics, there are several kinds of human needs: the first degree is I want, the second is I need, the third is the pain point, find the current flow of pain point, The girl's pain point is that I am afraid that others see I am not beautiful, I am afraid I am not beautiful. For boys, it may feel that I no longer believe that the photos on the Internet, to find the characteristics of your user community, and then to evaluate the value of the mass users.

Again, a few factors that affect the application:

For a game, the distributor of the game is very important. But there have been some changes in mobile gaming, the previous publisher can basically decide a game of life and death, but in mobile games, through simple data can see the game is good or bad, such as watching the game dau, the first time to pay, based on user analysis, you can probably determine whether the game is better or bad. Developers to find the platform directly, the role of publishers is much weaker.

The role of traffic in fact in the mobile Internet is still very important, because its flow is not as fluent as the traditional internet, in mobile Internet, this traffic is very fragmented, this time may bring some bad things. Because your 2 million users may be an island, and users to open micro-BO micro-letter frequency is very high, if your users have a high degree of overlap, you will find that your traffic will be eaten by them.

Advertising needs a certain repetition, mobile interconnection is the way to become a few ads, channels. Mobile Internet at the end of the tool stage, entertainment at the beginning, who would like to pay for advertising? My advertiser himself earns money from advertising and he is willing to pay. For example, advertisers in your place to throw 5 yuan, but can only earn 4 yuan, who would like to do? Mobile internet This five years dead many enterprises, the investor's money comes to our pocket, because you want to take the investor's money, it means you want the user quantity.

Now a game of the CPA the lowest 3, the highest 30. The game is to see how much the up value, every time on the platform to advertise, cast out ads, every 1000 launch, can bring 100 clicks, can be converted to 10 users, may eventually pay is one, we will pay attention to your up value, and the game's life cycle is very short, 3-6 months of time, a good point is one to two years, It is unlikely that a short life cycle would raise the user's volume. You want to see your user community.

Back to what has been said, the people who are willing to pay now, support 91, pea pod income source is two: game transport and advertising. Money to buy traffic in order to make money, advertisers are basically big manufacturers. NetEase, Tencent, Baidu, 360, the public comments, the United States Regiment, why they are willing to pay? Because it earns money, the user on the mobile phone is paid nearly half of the total income, this thing makes money, he must be willing to spend money. Developers can now buy a user for more than 10 dollars. For example, the application you develop may be a boy-related application, and in this place when you want to think about it, you must not sell sanitary napkins, because the user base is wrong. The game is very hot now, but will the United States Mito consider playing games?

Sync push now has more than 2 million downloads a day, but the amount of pea pod downloads is much higher than ours, but the level of income is similar. iphone users have a higher value, and it downloads a lot more every day than we do. The value of mass users to see your vast user is what kind of mass, when the cock of the reverse attack, do not Gao on the platform of the cock on the image.

How to make a cash flow

Last June, the outbreak of the game may have been a great boost to the mobile internet. We estimate that the mobile internet will gradually move into a life-cycle phase in the second half of next year. There have been some very good trends this year, such as user fees on mobile phones, including mobile shopping, users are increasingly willing to buy on the mobile phone, when someone began to pay on this platform, there are some applications see this place can make money, how do you pass the flow to realize this thing can have a support point.

If you do a flow of the platform, your own flow can not be changed, you need to sell traffic to realize, the best result must be someone else to buy your traffic, he can earn money, only he can make money, you can earn money. Now it is often said on TV that we have a very good investment project, as long as the investment returns, if all can have such a good opportunity, he did not lend himself to do this thing? Flow of the way is to do a good service, think about what kind of people in your side to buy traffic and can earn money, do not have any ads to answer.

Now find us through the combined transport of the game too much, each game to find our combined transport, our position is not so much, one day seven thousand or eight thousand dollars a position, we are now considering who does not let the problem. If you put everyone on the table, you'll see that the benefits are very low. If you make a score of all, if the score is relatively low, may not even show the position, if it is a very good score, may push hard.

So to consider your traffic, your flow is a property, more men, or more women? What age? Is there a lot of students or white-collar workers? The value of the traffic in your user properties is only one part. When you have 2 million flow, that 2 million is not uttered to use, you can only consider using the largest part.

The user value of the US figure 450 million is certainly different from the value of Immortal channel users. Sync push If you want to push the game, to the synchronization of their own value, we have to ensure that enough users, because the game is "wash the user" (with the product from the user to exchange value), such as he has played a COC, if a similar thing, the effect must be much worse. If you want to wash users, it is important to add users.

For example, we all have a habit, just buy a mobile phone, the installation of more applications, using a year later, the application of less, more and more use of the interval between the longer. If we want to advertise, if the CPA to activate the type of advertising, your users are old users, you find that after the suction is not sucked out. For example, the public comments an activation is ten dollars, to survive the wash. The importance of new users is very high, to constantly generate new users.

If your massive users are directly generating revenue, like the American Regiment, the longer users spend, the greater the chance of late payment. Figure out what to do first, whether to do the service or to do the flow. Synchronous push to some extent is b2b2c, just like Google, do is search, sell is advertising. When you have a huge user, first consider what your application is doing, what your service is, what kind of service you do, what the source of your income is, where the money comes from. Speak White, if you know your money is from whose pocket come, serve him well, then analyze the value of user traffic. Should you be more concerned about the flow of new, or the flow of activity and retention? This is definitely different. Only when you know the nature of your users and the source of your money can you judge the value of your traffic.

I can cite another example, such as ink weather. Ink Weather The user is very high, it's money from where?

Application recommendations do not make money, if the ink weather money is from the application recommended, who is in charge of this matter? Investors are now.

A lot of applications want to do after the flow, but also hope that through the application of the recommended money, a lot of people are in the advertising wall, the final always have to pay for human traffic, now is the investors. In the future, unless the application itself can generate money, if all Chinese people are engaged in the internet industry, who is the last to pay for this? There will be problems, if their own application can not earn money, rely on advertising wall to make money is very troublesome. For ink weather, its income is the application of the recommendation is finished, because the paid advertisers are only a few, you find that after washing a few money.

Find the time

Now is the end of the tool stage, now do this thing, certainly not, you don't hit the idea.

2010, 91 from top to bottom feel should sell, to 2011 found very hot, do not want to sell, this opportunity is still there, so we did a synchronous push. Early on we have a great opportunity to do this, to understand the needs of the industry, such as in the early and medium of the tool to do this is very reliable, late to do this is very difficult, if the entertainment in the early days of the business is very reliable, late to do the cost is relatively large. The PC side of these several stages are relatively obvious, in the mobile Internet, in addition to the stage of the tool more obvious, living and entertainment is staggered. We find the right time, in the user competition is not very intense, to solve the user's difficulties, all the things users need.

For example, why did we choose to start our business from Apple? We did not just do Apple in 91, we did Android. We had a foundation to do Android, why not do it? is because the Android market is too open, too open means that anyone can do, Baidu can do, Tencent can do, 360 can do ... Small teams are hard to live when everyone can do it.

Entrepreneurial success or failure, everyone has different standards, but there is a standard that everyone will not oppose, is that you have to live, if 35 years later, you die, you say your business is successful, it must be no one letter.