The recent talk about O2O is a fire.

Recently on the topic of O2O fire very much, Tencent with the benefit of micro-letter with a hand, Beijing-east, heavily hit the taxi market, forced Ali, Baidu has a bright sword, the comments are also one after another.

Few have noticed that new business opportunities and battles are brewing behind the great gold mine in O2O. Remember that a story has been used by a variety of business textbooks to talk about a young man in the gold rush, when all the people are digging gold, he suddenly saw everyone hunger intolerable this business opportunity, turn to sell water, thereby making a fortune.

And now in the O2O boom behind there is actually the same opportunity, that is to pay security, if more broadly speaking, should be mobile security.

Tide Mobile Security War

China Banking Association March 15 issued the "2013 China's Banking Industry Service Improvement Report" showed that the 2013 mobile payment business amounted to 1.674 billion, an increase of 212.86%, mobile payment amount of 9.64 trillion yuan, an increase of 317.56%. This shows that over the past year, the mobile payment business has become the internet finance in the mobile end of the biggest outbreak point.

And from the big pattern of the whole market, mobile payment itself is the O2O in this "2", connected to the line and offline, become the whole O2O link in the most indispensable, but also the most easy to control the ring. Because no matter how the business model changes, as long as there is a transaction generated, there will inevitably be capital flows, unless people choose to return to barter.

It is precisely because of this, there is analysis that if Ali will pay treasure, the valuation can be more than 200 billion, so that the valuation of a single Alipay is at tens of billions of levels. The importance of micro-credit payment naturally do not have to say, or micro-credit POS machine message will not let Ali up and down so tense.

And those who are looking at the cake are the ones with the potential risk of being the biggest obstacle to further integration. This has also prompted the battle between mobile security applications to become increasingly white-hot, because where there is demand, there are opportunities.

The Spring Festival evening before the advertising war, 360 and Tencent Qi, but carefully observe the two ads, in the product functional appeal is not quite the same. Tencent's main push is its own "small rockets", which is called a key clean-up. For the three or four-line and rural smartphone users, the mobile phone, which is less secure than the hardware, is one of the worst user experiences. Such a micro-innovation, so that Tencent in the three or four-line city rapid access to large markets.

And 360 is still the traditional sense of security marketing routes, in the function of the main is also to prevent malicious suction fees, through the creation of dangerous, thereby promoting consumers to use their own products.

For both, the focus is on "pan-security", which is also related to the popularity of China's smartphone, but the relative function usage is not high. For many users, especially those in the three or four-line city, although from the functional machine to the smart machine, but its use is still the function of the era of those features-phone calls, texting, up to now can browse the web and play games, so the garbage software, malicious suction fee has become the focus of security software.

And in the context of increasing hardware performance, Andy-bill's Law on the mobile side seems a little behind the rhythm of the quad-core 1G memory configuration of the price has been pulled below the thousand yuan, running most of the software is not too big problem. In addition, with the heat of the O2O, as well as the wave of mobile payments, security software is in the transition from "system management" to "financial security" process. After all, compared to mobile phone cotton, users are more concerned about their own money in the end unsafe.

March 13, Jinshan Security Center released the "2013-2014 China Mobile phone payment safety report", claiming that the risk factors to pay for rapid growth, up to 312%, become a threat to the Internet assets is very important reason.

This may let Tencent, Baidu in the mobile phone security software field to their old rivals 360 exert more pressure, because the change of market demand is more likely to bring the industry's internal shuffle. Former leaders tend to be coerced by their original strengths, unable to turn around in time, and challengers are more flexible.

Ripple effect--the biggest impact of mobile security

But whether it is 360, or Tencent, in the mobile payment security is not the most urgent thing. Because both of them pay more attention to system management, rather than system security, mastering the system's underlying authority is their most important task in the entire mobile ecosystem of two companies.

360 on the mobile side is still based on its inherent level three or four rocket mode, through 360 security guards to promote their own other products, such as 360 mobile phone assistant, 360 browser, so as to replicate the success of the PC side of the case.

and promote their own applications in Tencent mobile phone butler is not the most important, because there are micro-letter, Hand Q, Tencent's application of the treasure channel has been very strong, through the mobile phone butler for their other applications escort, to avoid the original 3Q war dilemma is the key. What's more, with 360 of the festive Tencent how may let Zhou in the mobile security market alone, control the entire system at the bottom of the authority.

The most urgent in the mobile pay security on the force should be Baidu and Ali, in this regard, Ali chose to use Plug-ins to the way to pay for the money to escort, unless Ali shares 360 of the rumors come true, in the short term Ali to kill into the safe application of the market is not likely. After all, the market can be enough Ali mergers and acquisitions or shares of the company is not much, except Tencent, 360, Baidu, the rest is Jinshan and lbe. Despite the news that Ali million dollar shares Lbe, but has not been positively confirmed. But Lbe's strengths are more in system management and system access, and security is not Lbe's forte.

Another player Baidu as early as last December on the Via Android optimization master, launched the Baidu mobile phone defender, and frequently updated version, quickly to the 4.3 version, allegedly inside Baidu also placed high hopes on the product, Baidu Mobile security in charge of Zhang Lei is repeatedly stressed the importance of mobile payment security. and search Baidu Security guardian of the relevant news, the recent Baidu is also around 3 15 intensively launched the campaign to pay security, push this function.

Compared to the strength of search and technology, Baidu's weak points in the forward billing business and financial payments, last year, Baidu adjustment agencies, will be charged to the charge business and search business side by side, through the Archie Skills video business, and at the end of the purchase of glutinous rice network and vertical and horizontal Chinese network, the basic business layout has been formed.

But Baidu forward to the short board of charges out in the payment system, after getting a series of licences, Baidu quickly launched a hundred and Baidu Wallet, hoping to gather users with high income, so that users will be guided into their own payment system.

Just, hundred return is more as a financial products, compared to the balance of treasure and micro-letter of financial management, in mobile payment can be brought to the help of Baidu is still limited, Baidu Wallet has been tepid. Although the user also has a certain subsidy, but compared with the use of a taxi, the limited strength, also did not really form a topic point. Although the taxi software war burned 1.5 billion, but and in the major media for two applications, and behind Alipay, micro-credit to pay for the free ads played by comparison, in fact, is not a loss, these days there is a topic of concern, attention can attract users to try, especially those three or four-line cities have not fully "Internet" users.

Like micro-letter through the New Year to rob Red envelopes and burn money to take a taxi software, Baidu also needs a tipping point to cut into this market, the product safety of the brand and positioning may be a good choice.

Previously, the micro-trust in a circle of friends on the phone with Alipay lost the impact of the article was crazy turn, and everyone for the micro-letter my bank card function is not very trust, around many friends are used up and then untied, to prevent their own bank card stolen brush, Alipay is also to borrow security issues repeatedly to fight the micro-letter payment.

In the name of security into the payment market, which may have been unable to find a suitable breakthrough Baidu is an opportunity.

But again, the security of payment is clearly not an easy to prove function, in what way to let users really feel such a security, is placed in front of each participant the biggest problem. Sometimes, a good event marketing may really change the tide of the war.

O2O behind the concept of both false prosperity, or real business opportunities for mobile payment security will be a large market, because it can bring the ripple effect is terrible, even can affect the entire O2O market pattern. You may have these security software behind every deal.

In the past, money is not a problem, the problem is no money, and when we have the money, the problem becomes the money Ann is unsafe.