The mobile age is still a big influence in the application of distribution control

First of all, I would stress that the application distribution of the Chinese market is specific to the distribution of Android applications, please do not misunderstand and understand.

Before the formal discussion goes into application distribution, let's take a look at a few data:

According to relevant reports, the global total activation rate is now 750 million higher. According to the market research firm Enders Analysis analyst Bannedick Evans Benedict Evans, 750 million of the Android Device activation volume, which means that the use of Android devices have 675 million. in April, Google President Schmidt also updated the previous Android date activation data to about 1.5 million copies. And the current global Android equipment active use of 1/3, daily activation of 1/2 in China.

Assuming that each new activated Android phone arrives in the hands of the user will be preset 40 applications, then daily from the OEM, counter installation, carrier preset and other means of installation of the application volume of about 30 million. Please note that the amount of these brushes, every application here is controllable, that is to say, I want to install what can be installed. For small white users, the mobile phone inside what I use, this point from the OEM distribution of the application is particularly obvious.

This expands the concept of a control force. Applying the control of distribution, I define this as the control of the flow of the application distribution channel. It is clear that the use of offline channel distribution of traffic control is very strong.

I have been to Suning, Gome, mobile, telecommunications and other smartphone sales sites to observe the needs of users to buy mobile phones, as well as waiters sell mobile phone selling point. More than 90% of users have a simple need for mobile phones-is it Android?

I wrote the general conversation to the reader briefly:

User: Is Android system?

Waiter: Yes! The latest Android XXX edition, there are many new features, you can listen to music, watching movies. such as you under this XX music, you can listen online, you can download to listen. See the movie with XX film and television, you can download at home and then take out to see.

User: So where do I find the software?

Waiter: Directly with the XX assistant to download it, there are all kinds of software, very fun, you can try as software, b software, ..., these software are very practical.

You reader read this dialogue, you should have a general understanding of the application distribution control. This is just a little bit of a counter. Install this channel to control the flow of traffic. I don't list the name of the application in the conversation, but there are just a few of them that are often heard, and interested friends can go to the experience in person.

Here want to take out the real case is about XX assistant. At that time is in the Tian Tong Yuan Yonder suning store, the Samsung counter waiter said to the user is: "You use the Handset assistant to download, 91 assistants, is 360 91 handset assistant downloading can." ”

After the offline application distribution, talk about online application distribution.

Currently known several large, tens other application distribution platform is 360, 91, Android, Pea Pod, Tencent, Baidu. The distribution of applications across the line is approximately 150 million per day, of which 50% are applied updates. Of the remaining approximately 75 million of new downloads, 20% are not installed on the user's phone. That is to say, online application distribution is about 60 million daily.

70% of online applications are distributed through PC kits, especially 360, 91, Tencent and pea pods. Android has a relatively strong ability to distribute mobile phones, and Baidu is mostly distributed from the search.

From the above inference, we can easily get a conclusion: mobile phone application Distribution client, more is an Update Application tool, its new application distribution control is very weak.

This is especially true for the 360, pea pods, which are the main distribution platform for the PC suite. 360 mobile phone assistant of the majority of mobile phone (specific data, should be more than 90%) is installed through the mobile Phone Assistant PC Suite import, for mobile phone Assistant PC Suite Installation amount of 100% is security defender import. The composition of its users is destined to be distributed on the phone side of the weak. Pea pod situation will be better, they began last year Q3 started to walk a lot of offline channels, through the line of the channel to their own pea pods directly loaded into the user's mobile phone, the focus of cooperation between the manufacturers have the same continent, Samsung and so on. This allows them to acquire some of the pure mobile phone users who are not PC-transferred. This part of the user with the PC Suite transfer of users, the application download installation needs and methods, there is a very big difference, the detailed distinction is not the focus of this discussion, here is no longer repeat.

In fact, offline channels have played a very important role in application distribution this year as Android devices have soared, its control of the application flow is also very strong, and online application distribution is mainly distributed from the PC side, mobile phone end of the assistant/market class applications, but users update the gadget, per capita download 1/ 4 new applications are less likely to be used. and the Assistant/market application as a whole only 1-3 minutes of the use of the length, also from the side to prove this point.

Of course, the above statement is valid only this year-the year of the boom in Android devices. With the installation of Android equipment, the maturity of mobile network construction, online channels will gradually refer to the offline channels, and the handset-side distribution control will gradually exceed the PC suite, as the user's main source of new applications.

Future online application distribution flow control who will win, I have a few candidates in mind, you?