There's no stopping the battle over the mobile portal.

There is no stopping the scramble for mobile access.

Recently, including Touch Treasure, Sogou, such as the input method manufacturers, such as millet mobile phone manufacturers, as well as telecom operators are invariably aimed at the original mobile phone "call", "Address Book" These applications, hoping to make them a new platform-level portal.

Just imagine, you point to open the Phone dial button, in addition to manually enter the number or from the Address Book to find contacts to call the phone, but also can be directly called takeout, check Express, booking hotels, car rental, you will not think this is a very natural very practical function?

Of course, in fact, every service has professional manufacturers in doing, most also have their own powerful app, such as public comments, tick-tock taxi and so on everyone familiar name.

Wang Jialiang, the CEO of the technology, said they saw the opportunity, "any life service may be low-frequency, but mobile phone dialing is a high-frequency application." "If you can get it together, you can eliminate the hassle of downloading, searching, and jumping between different apps," he said.

But the problem with this is that micro-letters are doing the same kind of integration. Whether you are directly connected to the "my bank card" function, tick-tock taxi, public comments, Jingdong shopping These functions, or let merchants Bank, Southern Airlines and other businesses through the "micro-trust public number" to provide services to users, micro-letter hope to do is to become a connection to all the entrance.

In the micro-letter "eminence" to become a super app at the same time, there is no living space to achieve a new entrance?

Zhang, the chief executive of the media consultancy, believes that telecom-grade portals like dial-up are the most straightforward and may have opportunities. "Because it is relatively simpler and more direct. The problem with micro-letters is that information overload, the user's actual use will also have some trouble and inconvenience. ”

Other people in the industry told reporters that the micro-credit of the public is not convenient now is not necessarily the problem of the micro-letter itself, some of the service number of the merchant itself is not done. "In addition, the micro-letter has not provided the public number classification and retrieval function." It is hard to say who will experience better after the future of micro-trust. ”

"We are now going to seize the chance of a giant nap," he said. "The advantage of small companies is that they are lighter and more focused, and we have to seize this time window," Wang Jialiang said. "There are so many things that micro-letters can do, and now the focus is not here." When he wants to understand, you don't have too many chances. ”

Is dialing a portal?

On the afternoon of June 19, the touch of technology announced its so-called "Touch treasure life" open platform strategy. Hope will express, take-away, after-sale, domestic service, car rental and many other life services integration into the mobile phone dial-up entrance, at the same time through the dozens of vertical field of service providers, to provide booking, payment, order tracking, concessions, group purchase and other integration experience.

Also starting from June 19, the millet Yellow pages to join the MIUI of the stable version of the update, to provide users with an access to the telephone, address the Life service platform, but also to all millet mobile phones and MIUI users directly to check the courier, recharge check balance, taxi rental and many other services.

According to reporters understand that the three major operators in some local companies in the consideration of similar innovation, mainly relying on third-party cooperation, by operators to provide large data mining and user analysis. The "Fusion Communications White Paper", which was moved recently, also shows the carrier's desire to get phone calls, contacts, messages, and other "native apps".

Zhang that some Internet software companies, handset makers, and telecoms operators are actually noticing the market's opportunities. Everyone's idea is very simple, the user may have this kind of scene demand, then I will satisfy him.

In fact, from the origin, the so-called Life service platform of ideas are derived from the simplest "number assistant" or "Phone Yellow Pages" function.

Initially can help users to identify harassment phone, spam message, and then can directly help users to provide some banks, express, take-away common telephone, the equivalent of the Yellow page search number function. But in fact, only the yellow pages to provide search numbers, barriers and value is relatively low, the user found a number, dial the past, it is over.

As time went on, the providers of Yellow Pages services began to go further. "Most users are calling a merchant phone, and there is always a need for some service behind them." For example, express telephone, you want to check Express, or call Express. When you call the hospital, you definitely want to ask a doctor outpatient time, in the end to decide whether I hang his number. "Wang Jialiang said.

So when the user calls, the demand for this service is hidden inside. But the original yellow pages check number, to call this ring terminated, after the service how to happen, how to end, simply can not control, there is no way to form a closed loop.

Now, the thing that touch treasure, Millet is doing is direct access these services. Through with the courier, takeout and other service providers directly docking, in the form of HTML5, no need to call in the mobile phone dialing this application to jump to the service provider interface, directly complete a variety of inquiries and reservations.

Millet insiders told the 21st century Economic report reporter, Millet introduced a new version of the Yellow Pages service is also based on this idea. From the initial simple hope that the user calls to become simpler, to find the phone, call, and then transition to find services, use services, "ultimately directly meet the user's call behind the hidden needs." ”

In this sense, "phone" or "Address Book" is a natural integration of these life services portal.

The imaginative space of integrated services

Wang Jialiang that in the field of life services, with the change of mobile internet users ' habits, many services can be integrated together and should be integrated.

"User habits are changing. Wang Jialiang said, if you need a life service, such as renting a room, or to hang a number, to find a nanny, there may be a corresponding website. The user enters the corresponding website, completes the inquiry and the reservation, or completes by the telephone.

But in the mobile internet era, the experience of the site has been unable to adapt to the needs, users are more accustomed to downloading an app to complete the operation. But the problem is, "you'll find that for a feature that may not work for a few times a year, go to the next app, and then quickly delete it, or you won't find it anywhere." "Wang Jialiang said.

In addition, there is a "island effect" between different app apps, and users may need to switch back and forth between different apps, and their accounts are not uniform. There is a lack of a scene pattern to string it up.

According to the reporter understands, touches the treasure technology already to its life service platform with many merchant begin the deep cooperation, including with the public comments, Ctrip and so on. Not only the data level of integration, the account with each other through. Wang Jialiang made the hope of creating an open platform for all third party merchants to open.

Millet insiders told reporters that they do not want to do a all-inclusive platform. He thought that Millet's thinking or to meet their own users at different levels of demand, to avoid the third party service providers are "integrated" impression.

"Take business as an example, if you are just a casual user who occasionally lives in a hotel, use this feature less frequently." I gave it to you directly. "But if you are a frequent business traveler, I recommend you to use Ctrip," said the insider. ”

According to the reporter understand, millet initial contact with some third-party service providers, some manufacturers also have their own concerns, that is this will not affect the promotion of their own app.

"To the service provider, I will not rob business with you." The above insiders said that the Millet Yellow Pages service is to meet the user's relatively occasional temporary demand. At the same time, the page is also showing the service provider's logo, for the service provider to bring exposure and flow.

Reporter learned that the initial user of the new "entrance" acceptance is relatively high, the current most commonly used is to check the balance, recharge, express inquiries and other services.

Wang Jialiang also believes that the Third-party service providers may have their own app, but through such a platform such as touch life to integrate into the dial-up, Address Book, can also reduce the user's threshold for use. "You can definitely get more traffic and get more users to use your service." ”

At the same time, touch Bao technology has said that Samsung, Huawei and other mobile phone terminal manufacturers to reach comprehensive cooperation, the future of these brands in the mobile phone, will be in the dial-up, address book such as the original application embedded in the contact life platform directly. The advantages of installed capacity are also of great appeal to application providers.

For a terminal vendor, Wang Jialiang says revenue from these services in the future will also be split with the end-vendor. "Turning traditional one-time hardware consumption into a sustainable consumption of life services." "Helps change the business model of hardware vendors.

In addition, Microsoft also began to want to intervene in such a platform, they think of the way through Microsoft's small ice such as intelligent assistant, embedded in the platform of the touch of the treasure, provide the channel to communicate with the user. "Provide one-on-one service, equivalent to the concept of a personal assistant." Microsoft Asia Pacific Research and Development Group technical director to Jiangxu said.

The giant's chance to nap

Since everyone can think of a new entrance to life services, who can seize this opportunity? How to grow under the nose of a micro-letter?

"When it comes to the entrance to life services, you will soon think of micro-letters. Now there are a lot of life service applications are turning to micro-mail service number. "This is the current trend," Wang Jialiang admits.

But in his view, as services become more and more, the micro-credit service number is actually more and more difficult to find. "First you need to focus on yourself," which actually blocks a subset of users; In addition, because the microblogging authorities do not currently provide a public number classification and search mechanism, users really need to find the time is also very troublesome.

"In the end it's a social app, and it's not for you to find life services," he said. There should be a new entry on the phone, which is completely different from the Internet. "Wang Jialiang thinks.

Zhang also believes that the micro-letter is to meet the user's social needs to become a portal, and then start to provide other services. But the problem with micro-letters is that information overload, there is too much content, there is too much to do in the direction.

For example, micro-letter to improve the life of the service experience is very simple, it can provide service number of category lookup, as well as more recommended boot function. But the micro-letter didn't do it. Rather than how to access more new features, the micro-credit team may still be anxious about how to maintain the purity of the basic communication function of micro-credit, and how to avoid becoming overweight.

Wang Jialiang that this is the opportunity for everyone, "the start-up companies are ' giants nap ' when successful." When the Giants want to understand, you don't have too many chances. ”

Zhang told reporters, from the current perspective, such as the software service providers such as touch the fastest response to this, soon launched the product. Millet such emphasis on soft and hard one of the manufacturers also based on their own user experience to launch such services. In his view, future telecoms operators may also be able to get a piece of it.

"Now, the three operators have no exception to the target of voice SMS traffic outside the revenue." "Zhang said, to the telephone yellow pages for the beginning of integration services, in fact, operators are the most resources to do this thing, they have number of resources have the user data has a terminal collection, if you can change the idea of cooperation with the third party, but the greatest opportunity."