The second round of competition by internet giants begins

July 17, China Internet Network Information Center (CNNIC) released the 32nd China Internet Development Status Statistics report. According to the report, as of the end of June 2013, the size of China's internet users reached 591 million, of which mobile internet users up to 464 million. In the first half of 2013 's new netizens, 70% use mobile phone internet, mobile phones become the first source of new netizens. The proportion of Internet users using mobile phones has increased to 78.5%, while the proportion of Internet users using desktop computers has declined slightly. Mobile phone as the first Internet terminal position more stable.

Capital markets, 2013, a A-share gem to climb the myth of the peak is a raspberry, and the early layout of the mobile end of the listed companies are very profitable, from the capital rival tour concept of the Crazy Chase, to the concept of electronic map Beidou crazy speculation, and then to mobile payment concept stocks of the rising, All suggest that the mobile market will become a shining star.

A series of phenomena show that PC end users tend to be saturated, and the big pattern of PC end is difficult to change. 2012 as the year of mobile internet outbreak, means that the internet giants of the second round of the curtain, and how they fall pieces become particularly interesting.

(i) Ali: With the concept of large consumption as the axle

This year the central government's economic development direction from investment to stimulate domestic demand, plus the way to upgrade the big consumption, seems to be the ten years of the layout of the financial field of Ma Yun sent a spring breeze. From social to map to microfinance, the mobile layout of the Ali system is steady, from PC to mobile.

Drop: Invest Sina Weibo

April 29, 2013, Ali invested 586 million U.S. dollars in Sina Weibo (share 18%). Although Sina Weibo is on the decline, it cannot be denied that it is still an important mobile entry, and many of the short links on Sina Weibo are directed at electric dealers. More than 200,000 of these enterprises microblogging, food and beverage and other localized life services ranked first, for Ali to build mobile internet localization Life platform, will also be an important resource.

Drop two: Buy a gold Map

One of the advantages of mobile end is that it can realize fast conversion under line, and map product (LBS) is considered as the best entrance for future O2O. May 10, 2013, Ali to 294 million U.S. dollars to buy gold, became the first major shareholder (28%) of the map, quickly make up their own on the electronic map of the short board. However, the gross profit margin generated for the offline service is actually very small for internet companies, so overall, Ali's strategic significance is greater than revenue benefits. In other words, the defensive significance is greater than the offense.

Drop three: "Balance treasure" rushed to the mobile end

June 13, Ali group Alipay launched the "Balance Treasure", the user in the Alipay site can directly purchase money funds and other financial products and gain income. In addition to purchasing financial products, "balance treasure" in the funds can still be used for online shopping, transfer and payment. With E-commerce started the Ali department, this son also grasp the concept of large consumption, remove the mess of the Bank of the pool, more important is to increase the user loyalty to Alipay, and its hot, through the "Balance Treasure" mobile end channel, support mobile phone shopping payment, but also for mobile phone end of consumption, financial support.

(ii) Tencent: play the micro-letter this card

Micro-letter for China Mobile, like 360 for Jinshan poison tyrant, fundamentally subversion rules, for their own kill a broad road, more like Jin Yong's drawing star Dafa, will be the opponent's user group absorbed over, no matter red blue sea strategic thinking, completely leather opponent's life. It is clear that Tencent to use micro-letter to get the mobile Internet ticket, but also the VIP level.

Drop a: Mobile social pry Sina Weibo

Sina Weibo has been on a roll since 2010, and its focus on a series of public events has made Sina Weibo a famous blogger. But Chengye Xiao, precisely because its media attributes are stronger than social attributes, giving social big brother Tencent a chance to make a comeback, the micro-letter has come and has been extremely protective of the private closure of the social circle. Most crucially, social attributes are clearly more suitable for growth at the mobile end.

Drop II: Set up a hand tour platform

July 3, 2013 Tencent in Beijing to hold a partner conference, the official release of Tencent's new mobile gaming platform, Tencent will include micro-letter, Mobile QQ, mobile phone QQ game Hall, Mobile QQ space, the application of treasure, such as the various mobile platform resources are integrated. Among them, there are 300 million users of the micro-trust platform is the focus of the new platform.

"Fruit Ninja", "Temple Escape 2" became Tencent Mobile gaming platform on the first batch of the formal version of the official release of the popular mobile games, Ding Seihan based on the micro-letter social relations chain launched to enhance the mobile end of the game's social experience. It is a complement to the locking of the profit outbreak point of the hand tour and the social characteristics of the micro-credit.

Drop III: Micro-letter 5.0 will push the micro letter to pay

The concept of internet finance is getting worse, and the courage to reconstruct the financial logic of Ali not only challenges the traditional financial institutions, but also stimulates the nerves of Tencent. As a member of Tencent's new Reggie, micro-letter has attracted a large number of enterprises to enter the micro-credit public platform, many of them are electric dealers, and tenpay as an important window of Tencent finance, there is news that Tencent Micro-letter 5.0 will join hands with Tenpay official online "micro-letter payment", so the micro-letter is very likely to achieve a mobile internet electric business platform.

(c) Baidu: Lock Mobile User Key entry

As one of the three major internet giants, Tencent and Ali frequently drop layout mobile end of the time, Baidu apparently ran slowly, but Baidu catching up, dozen snakes dozen seven inches, plus the momentum of the deep pockets of the oncoming.

Drop one: PPS video business acquisition

May 7, 2013, Baidu announced 370 million U.S. dollars to acquire PPS video business, and the PPS video business and Archie Art to merge. Data show that more than 100 million mobile video users in China, and is increasing the trend of high-speed. Mobile video Client as the largest user base of the Internet application, become the absorption of mobile user traffic is an excellent entrance.

It is noteworthy that the relevant reports show that as of March 2013, PPS Mobile End Day Active users 15 million, the average user to watch video for nearly 100 minutes, its iOS users after the length of the second only QQ, Sina Weibo and micro-letter. Therefore, Baidu spent 370 million dollars to acquire PPS More is bullish on the mobile internet PPS hard power.

Drop II: Acquisition of 91 wireless, lock mobile end user first stop

Baidu has previously been rumored to be merged with UC, so that people do not understand Baidu completely do not know how to move the end of the game, after all, the browser is not mobile end of the pet princess. Fortunately, Baidu finally enlightened, for their own grab into the mobile end of the powerful seats. The app distribution platform, similar to 91 assistants, is clearly the first stop for mobile user traffic, because new users on the mobile side typically use the app distribution platform to install and update their mobile apps.

And 91 wireless mainly engaged in the development and operation of smartphone application distribution platform and other products, download the application through the platform has been more than 10 billion times. According to the 2011-2012 report, based on the number of active users and the cumulative number of downloads, 91 wireless is the largest third-party application download channels. The Baidu acquisition of 91 wireless, will greatly consolidate its mobile Internet portal status. Baidu search flow will not only import 91 wireless, at the same time, Baidu has a number of applications to import the platform, a comprehensive layout based on search and the application of the composite entrance store.

Throughout the three big internet giants mobile card position war, it is not difficult to find for mobile terminals, three parties are still based on the original advantages of the layout extension, Baidu depth in search, Tencent depth in social, Ali in depth in the electricity quotient. Only because the channel characteristics of the mobile end is different from the PC side, the card location is not the same way. And this year, as the internet giants battle mobile end of the big year, although already halfway, what will be the second half of the wonderful pen, will be equally expected.