The future of Internet phone will have a few big trends

A few days ago, in the market held a micro-credit shopping experience, consumers through the scene to do the task to get the letter pin coins, and then use the number of pin coins to exchange different small gifts, but each gift must be added 1 yuan, the site does not allow cash transactions, must be used to pay the micro-letter.

Perhaps, this is contrary to the daily payment habits of activities, must be less people involved. On the spot, there are occasional young couples complaining, "Why do you have to pay with a micro-letter, a dollar thing, why not use cash." After all, after spending a few 10 minutes in the final fine selection of the gift, will you give up because the micro-letter does not bind the bank card? It's really masochistic!

Most people still "submit", when they checkout, the micro-letter brush the two-dimensional code to complete payment, no change, queue waiting for the length of almost zero. Perhaps because the live experience user basically will use the micro-letter, the security guards in order to maintain the experience effect to temporarily suspend the shopping to enter the channel.

In this scene, Lenovo mobile phone internet brand has just released the new K3 note, Jing-dong as the exclusive cooperation with the electric business, this year will sell 10 million sets of the series of lemon mobile phone. In order to show sincerity, Jing Dong in its building also hung out of the music lemon ads, it is evident that both sides of the Internet brand value of mobile phones.

Why are Internet phones going to be a big problem in the past two years? In particular, by the end of 2014, the end of the sales figures, will be very concerned about the Internet mobile phone (electric business channel) sales of the number of departments?

As most people think, the rise of Internet handsets is closely related to the decreasing cost of carriers ' marketing subsidy. China Mobile, for example, in 2014, China Mobile terminal subsidy fell 28.5%, channel fees fell 7.8%, promotional costs fell 24.6%.

But the reality is that, regardless of China Telecom's C-Net terminal and Chinese mobile TDs terminals, most of the time is dependent on carrier subsidies to promote development, but the post 3G era is completely different.

Recently, Xi, China Mobile's chairman, said in a significant performance meeting that the most surprising thing about the past year is that 4G mobile phones are ripe. In the past, the network always had to be the leading mobile phone for about two years, but the 4G terminals developed almost synchronously with the network. This is mainly due to the marketization of 3G/4G, stand-alone subsidy fell sharply.

Third-party data show that China Mobile version of 3G/4G mobile phone sales accounted for more than 82% last year, the Chinese mobile contracted channel sales accounted for 78%. That is to say, after the 3G era realized multi-channel and development, no longer rely on subsidies to pull the terminal development. From 2013 Q3 to 2014 Q4, the use of Internet marketing product brand share of rapid increase of 24%, cost-effective mobile phones than low-cost mobile phone sales average 1.3 times times higher.

Regarding the Internet handset, each terminal manufacturer has given the different definition, in short has a little convergence, is the high cost-performance extreme experience, has enough individuality, and satisfies the false demand which the force, the Thousand Yuan machine becomes the Internet handset hot holds the object.

The charm of the family before the release of the blue, the emphasis on cards, slow, ugly, small, rough, such as thousand machine pain point; After the millet to hide the poem highlights the product thin, large, light, double, fast, stable, sound and so on; the big God mobile phone claims not to do less than 5 inch screen, less than 2GRAM of mobile phones, X7 appears to refresh the Internet mobile phone high-end brand image; and K3 Note no longer stay in the material (thousand, 64, eight-core, dual sim, double 4G, Android5.0, 5.5-inch FHD, high-capacity batteries and fast-charging) stage, more emphasis on meeting the needs of young people, such as equipped with ceramic vibration plate speakers.

About "have material", Internet brand mobile phone is bound to do in-depth research from massive user experience, in last year China Mobile sells 20 models, can also verify more than half from the commonness of the Thousand machine:

Price/performance, JPEG

Comobs predicted that the majority of the Internet mobile phone this year will focus on the 699 Yuan alignment, which may be with China Mobile main push 700 yuan five model public version of the plan, and perhaps MediaTek is hoping to compete with the Gaotong 400 series at the low price, and 399/ 499 yuan files and other mobile phones because experience problems will not appear in the best-selling Internet phone planning.

Regarding the channel, the Internet handset and the consumer's brand maintains, cannot completely rely on the online channel, regardless is the line on-line next is the multiplex coordinated development. In the post-3g/4g era, the user changing cycle becomes longer, make the traditional channel pressure increase, now the electric business is still the internet mobile phone to survive the fundamental, including the great God, Le King and other Internet handsets have to occupy online resources, Jing Dong Tian Cat and so undoubtedly become very important marketing channels, especially the micro-letter traffic has occupied 30% of mobile phone users when , Jing Dong needs to learn to walk on two feet.

Jingdong Mall CEO Baidu in 2014 years of performance analysis will have frankly, the vast majority of mobile orders are from the Beijing-east mobile applications generated, micro-letter and mobile QQ conversion rate is lower than the Beijing-East home application. At present, Jingdong has realized the full coverage of clients, but the payment habits of micro-credit users need to be further nurtured on the basis of social intercourse.

The report shows that among micro-users, the age group accounts for up to 86% of the 18~35岁 user base, while shopping in the micro-letter consumer spending accounted for only 13.2%, slightly above the 1.9pp trip. This means that micro-credit users in the mobile phone shopping has a good potential to dig.

The author has spent nearly half a year to develop NFC brush bus habit, and micro-letter through a spring Festival gala so that a huge amount of users to rob red envelopes, this may be the Internet thinking. If the need to achieve a breakthrough in the micro-letter entrance, not only the need for joint micro-trust clients to continue to optimize, but also the combination of online channel and end product diversification means to the user love to take advantage of the psychological training of micro-letter payment behavior.