The main reason is the low threshold and high security bottleneck of mobile operators ' app retention rate

The domestic mobile electricity market scale growth is rapid, each big electric power merchant stepped in the mobile field. Where customers Prudential products, Amazon China, Jingdong Mall, Dangdang and other electric enterprises have launched Android, iphone and other mobile phone clients, high-profile into the field of mobile electricity. But compared with the already quite mature traditional electricity market, the mobile electric dealer is just the shrimp to the big crocodile. And although the number of app usage has improved, the retention rate is not high. Data from the alliance's mobile application statistical analysis platform showed that in 2012 the number of mobile apps started to grow by 6 times times, but around 40% of users used the app for less than 1 minutes. The 2013 will be the year of the Great Leap forward for mobile power companies, which is an opportunity, but also a challenge, for the electric business and even the industry as a whole. At present, the development of mobile power companies also need enterprises to effectively improve the user on the mobile end of the shopping experience, especially to pay a good security clearance. In the 2013, the mobile electric business was quietly rising after the traditional electronic commerce "high fever". According to Dcci's 2013 China E-commerce Blue Book, it is expected that 2013 mobile internet users will reach 520 million, 20% more than 430 million in 2012, while mobile payments will reach 136 million, up 65 million from 2012. Mobile power companies have become a new battleground for major electric dealers. In the domestic, Taobao, Jingdong Mall, where customer prudential products such as electric giants scramble to layout mobile end, in this impetus, the domestic mobile E-commerce market scale has been climbing, rapid growth. Van Gogh is one of the first companies to enter the mobile business in China, as early as in 2010, formally established the mobile Internet strategy, and gradually launched covering all the mainstream platform, more than 10 versions of mobile products. Taobao, currently its mobile phone clients have completely covered the iphone, Android, Symbian, BlackBerry and other mobile terminal operating system terminals, basically able to meet the user's demand for multiple terminal mobile shopping. In addition, Jingdong began to fully layout mobile Internet as early as 2011, and Suning Tesco also plans to invest heavily to build mobile internet. These giants attach great importance to the mobile electric business and promote the rapid development of the market. In addition to the traditional electric business enterprises have entered, the new mobile E-commerce shopping platform has been the layout of mobile Internet early, and its own unique positioning has achieved good results. On ebay, for example, it has been reported that ebay's mobile payment has increased from $750 million in 2010 to $4 billion in 2011 and further increased to $10 billion in 2012. It can be foreseen that in 2013, mobile power will become the main force of China's electricity market growth. Therefore, the advance layout potential of the mobile electric field will be the enterprise's future winning market one of the important weights. The market is empty hot? The electric quotient type app retention rate is not high electricity business mobile wind blows, this has had the huge impact to the traditional retailing industry. However, at present, compared with the traditional market scale, the mobile electric business is still unspeakable "has entered the spring", the market there are many problems. According to the Alliance Mobile Application statistical analysis platform data show that 2012 domestic electric business app startup times increased 6 times times, but at the same time, it should be noted that the number of applications and the retention rate of the electric business app is not high. In particular, the report shows that around 80% of mobile device users of the daily startup number of 5 times and below, the number of daily startup in more than 20 users can reach up to 5%, mainly in the Android users. Although the overall use of the number of rapid increase, but the use of the app is very short time. About 40% of mobile device users have less than 1 minutes to use the app, which is close to 60% on Android, and few users spend 30 minutes. By contrast, ipad users have been using for longer, with 47% of ipad users using more than 10 minutes a day. In addition, the Power quotient app's retention rate is not high, still less than 30%. In addition, users tend to spend more time browsing through the large screen of goods, comparisons and choices, which also gives businesses more opportunities to show their products. For Android users who start short and frequently, the first impression is important and the key to app design. Increasing the retention rate of users will undoubtedly be more effective in prolonging the use of the app, which requires developers to grasp the frequency of new content release, and to attract users to use their products again. To solve the problem of experience and security in the scale expansion of mobile power companies not only meet the needs of people in the mobile internet shopping, but also for E-commerce enterprises to obtain more new users, strengthen its interaction with consumers and services. At present, however, there are still many problems in the development of mobile electric business. The first challenge for mobile operators is the use of consumer habits. Now most users are in the PC end of the network shopping, want to get used to mobile phones, tablets, such as mobile terminals too large span. In the mobile internet world, the user's consumption behavior pattern has changed greatly, and compared with the basic stable platform structure and the sales mode of the traditional electric dealer, the mobile electric business needs the rapid innovation of technology to cater to the rapid development of the industry. Another big shackle restricting the development of mobile electric business is the problem of poor shopping experience. The mobile end of the shopping experience and mature traditional PC network shopping, there is a certain gap. The first is the speed, in the absence of WiFi, using the mobile data of the three operators, even with 3G network support, it is almost impossible to meet the need to browse high-definition images in shopping. The second is the technical aspect of the problem, to the mobile phone to pay treasure recharge as an example, if there is no similar to Alipay fast payment plug-ins, want to use mobile phone to pay treasure and other payment tools to recharge is very inconvenient, at the same time, some other mobile phone payment function fees are still relatively high. Third, the security issue of mobile payment is also questioned, how to recognize the identity of the mobile phone payment to secure the transaction security is a lot of internet buyers doubt. In short, in the newly opened 2013 years, only the solution of these problems, mobile power to usher in a big development.