The pea pod: How to make the giant pay attention but can't beat?

In people's impression, pea Pod is the Chinese mobile internet ecology of a product style fresh start-up company. Its unique positioning and user size, so that it has long been hovering between the center and the edge of the industry zone. However, after 1 years of China Mobile internet turned upside down the plate changes occurred, the entrepreneurial flavor of the young company, instantaneous was pushed to the center of the stage, become a high-profile star. In the 2012, there were at least two fundamental changes in China's mobile internet industry: Innovation space and financing scale reached a bottleneck, and the internet giant applied channels and docked its own traffic platform. These two fundamental changes, for many years on the mobile internet entrepreneurs, especially for years to play the ecological core of the Android application channel, all of a sudden they have been pushed to the 2013-year mark of life and death. However, the collapse of the old plate was more violent and rapid than people had expected. July 2013 Baidu Sky-high acquisition of 91, August Ali to invest in UC (excellent depending on technology), the end of September Jifeng (Mai Ben Smart) to be acquired by harsh terms-3 serial acquisitions correspond to the Chinese Android Market, the giant body outside the largest 3 channels of application. At this point, hundreds of application channels closed down, and the scale of the considerable Android application channel legend only Android nets, application sinks, as well as the maverick pea pod. It is clear that the former two have chosen little more than 91 and Jifeng. But the late start of the Pea pod, but at this time rejected a number of takeover offers, clearly announced their own independent development path. It is this independent gesture and courage that makes the pea pods move into the industry spotlight. In fact, as a operating color of the most weak, entrepreneurial color of the most concentrated application channels, pea pod at this time, reflects the choice of China Mobile ecology of a lot of information. And it's bucking the trend of a variety of product lines, and it also reflects the current state of the relationship between navigation and search, PCs and mobile phones, apps and the web, and developers and channels. Unique value September 26, Pea Pod released the company's first non-Android platform product--ios version cloud album. In the previous 1 months, the Pea pod has been released into the media Video search and application search for two new strategic products (the latter is not yet online) information, and for the first time publicly shouted "mobile internet portal" positioning. In other application channels are shrinking front, grabs background, peas and pods against the attitude of aggressive, quite eye-catching. In fact, the discussion of the value of the Android application channel has not ceased. After the 91 was bought by Baidu, the discussion has largely gone out of suspense-either being acquired or not growing up. The subsequent fate of UC and Jifeng proved this assertion. However, Wang Junyu, co-founder and CEO of Pea Pods, does not believe this assertion-or rather, Wang Junyu does not believe that pea pods belong to any of the channels that have been acquired, but that they are both similar and different, with room for manoeuvre andGrowth space. First of all, as a member of the first echelon of the hundreds of application channels successfully survived 3 years ago, pea pods and 911 successful genes. 91 Early founder Xun Jun has made an analysis: apps for apps that only app stores don't link to PCs are fading, such as Jifeng (which is said to have tried to build a mobile-phone-assistant research team but didn't succeed), and both have a more powerful channel of application, such as 91 and pea pods. Xun Jun analysis that the App store belongs to the flow-consuming side, it is not like browsers, Web site navigation and search engines can continue to absorb external traffic for their own use, but to meet the user before a few screen needs (this is still assuming that the installed application does not meet the full needs of users under the premise) after the loss of interaction with the user. In addition, the handset manufacturer's own app store's distribution, makes the pure 3rd party App Store's user activity in the declining trend. In the face of this flow of thirst, as a channel they can do nothing. Mobile phone assistants linked to PCs can provide a reliable external traffic import for app stores. This is also 360, Tencent and Baidu mobile phone assistant to cut into the cause of the ecology. From this point of view, the initial positioning of pea pods does have a congenital advantage. On the other hand, the product shape of pea pods is much more complex than the Android App Store, which represents the Android market. Wang Junyu says the App Store is equivalent to about 1997 years of Yahoo, which is essentially a navigation of content and services. Whether it is the PC user history or mobile phone user reality, has shown that has been out of the "small white" state of the user demand for navigation less and more in the entire business world under the background of Internet, navigation function is even weaker. and subversive navigation is to Google as the representative of the search, and this area is Wang Junyu in Google's strengths. It is not difficult to see, in the application store mode of understanding, Wang Junyu and Xun Jun have the same place. Wang Junyu used a PPT from the 2010-year entrepreneurial period to explain the complex and unique idea of pea pods to business value. In Wang Junyu's view, all Internet users, in addition to music, the demand cycle for other content can be summed up in a loosely linked "Six degree theory": Discovery-> Find-> transmission (download)-> consumption-> management-> share. The first point of pea Pod is transmission, its product carrier is the PC side of the mobile phone assistant. At the same time, Wang Junyu realized that he was not good at the demand chain is located in the transmission of 3 nodes after the operation, so, from the transmission node to expand Forward, it became the basic logic of pea pod growth. It is noteworthy that in the Pea pod product sequence, not only has the corresponding six degree theory the first 3 demand node key products, but also has around these 3 nodes three-dimensional expansion. In fact, if a video search with an iOS cloud album is a pea pod in "find" and "transmit" two nodes horizontally, it is not yetOn-line Application search, is in the "find" the demand node of the bold exploration of vertical products. At present, the Pea pod already has 200 million installment quantity and day distributes 30 million the result. Within 5 days after its video search was online, more than 500,000 of users have used their video subscriptions. As you can see, the value of pea pods is what distinguishes them from the traditional Android App store, while the first 3 nodes around the six-degree theory-discovery, search, and transmission-are a variety of products that are supported by realistic needs. Meet demand and traction habits peas pod Independent aggressive posture, is indeed commendable. Not long ago Wang Junyu began to control the company as the CEO of Pea Pods, reflecting investors ' recognition of his quest. However, there is a lot of room for growth, depending on the two basic constraints-the ability to meet user needs and the cost of traction user habits. This can be seen in 3 ways. 1th, the accuracy of the Pea Pod's judgment of the user's needs. As mentioned above, the product portfolio positioning of pea pod has certain advantages. Pea pods in the early transmission and search of these two application channels key link success, facilitate its now to other peripheral demand level expansion. and its dense on-line product cluster in this year, is not discrete dine. In the case of video search, this is actually the 1th project that pea pods started in the early 2010. At the time of the World Cup in South Africa, the Pea pod team confidently launched the leading domestic video service. However, Wang Junyu and colleagues were embarrassed by the fact that only 100 of the following active users had market feedback within 3 months. Clearly, it was far from the need for users to watch video from their mobile phones. Therefore, after a lapse of 3 years after the video project, Wang Junyu and team in the user's grasp of requirements, has accumulated sufficient experience. As for the start of the iOS platform products, it responds to the needs of the Pea pod users the highest demand. At the same time, this is the future of Pea pod is a new continent of great prospects. It can not only help the Pea pod to obtain more users, but also obviously can be seen as the pea pod to six degrees after the theory of 3 demand nodes to expand the product of the mountain. 2nd, the sticky user costs from the giant ring. Not only Tencent in the enclosure, but "four families" are in the enclosure, this is 2012 years after the Chinese Internet industry can not avoid the fact. In fact, the pea pod has already eaten the giant's suffering. Pea Pod Cloud storage product-Alpha's failure, the main reason is the giant's interference. Wang Junyu also confessed to "business value", a bitter experience, the six-degree theory of the latter 3 demand node, is not suitable for pea pods to do things, at least not yet. This is the valuable survival experience that pea pods derive from this competition. And now, the competition from the Giants is much larger than the cloud storage products. In the giant's own mobile phone assistant or application store already in place, how to get rid of the Xun Jun said that the flow of consumption abuses, to achieveSome degree of user stickiness This is the problem that pea pods must face. It is obvious that Baidu tried to use the search to stick to the channel users, Tencent is ready to use micro-letter to stick to the channel users, 360 ready to use security tools to stick to the channel users, Ali Department of UC with the browser to stick to the channel users. Missing a super app Pea pod How to find a breakthrough in satisfying user needs to traction user habits? That's probably the biggest innovation in the future when pea pods compete with giants. 3rd, the impact of web apps on native apps. Although the current web app has not yet formed a real threat to the native app, its prospects have been favored by the industry. The birth of Baidu light application platform, but also for this prospect has increased a lot of chips. At this point, the Pea pod, which serves as the core of native app search, has to face this problem. In fact, in Wang Junyu's view, for users, the biggest advantage of Web apps is to shorten the transmission chain of information and services. However, in addition to technical weaknesses, Web apps are not yet able to address the inherent weakness of user stickiness. Therefore, Wang Junyu that the two from the opposition to unity may be the ultimate solution, such as Google's official (such as Google Now) many applications, its appearance is the app, internal but using web technology. So he prefers to cite the "Wired" magazine's influential "Web page has died on the Internet" in the article to show the attitude: "Browsers are in fact the exception, rather than the typical application." "Wang Junyu also stressed that even if web apps ultimately pose a threat to native apps, which does not include games that are highly demanding, the transition time will be long." Otherwise, Baidu will not be in the absence of products in the case of the first to make a yell. So, he says, Web apps don't pose an effective threat to pea pods, at least for a long time. In fact, 91 of the 1.9 billion-dollar "selling price" is already the traditional application channel capping prices. Pea pods to make themselves worth more than 91 of all the application channels, there must be more exploration of this value chain in the six-degree demand theory-including application search, video Search, application search, and more iOS products-and a smooth change in user habits to achieve user stickiness. Only in this way can the pea pod grow into a "giant" that the Giants value but cannot beat.