UC He Xiaopeng: Light applications can not be separated from the Super app

"Light apps, not just web apps," said He Xiaopeng, the managing director of UC, I mentioned that traditional mobile internet distribution would end up in games and a handful of basic apps, and that other apps would get less value from a variety of app stores. Light applications will occupy the long tail and become the main contributor to the content. In addition, the traditional app is "island", the cross-platform cost is too high, with the advent of the multi-screen cross-border era, more adapt to this feature of the light application will quickly start, I predict this time point should be in 2014 years. The Super app will be the center of the new ecosystem, filling the void that the App Store ecosystem has no regard for. Let's talk about the Super app topic this time. Super app, light application Cornerstone "uc+" open platform when the release, a media friend asked me: People are doing well outside, why to connect to such a new platform? My answer is: low cost, big profit. First of all, developers do not have to rack their brains to adapt, only a little research and development input can be directly into the promotion and use of the sequence. This point UC, micro-letter and Baidu meet the requirements of the Platform for the application of research and development costs are enough "light." In uc+, for example, access to the Web Application Center may just be a step to address, and the plug-in is the original Android APK, through the SDK Access browser after the call, there is no special workload. The distribution use link is a decisive difference between "light application Ecology" and "APP store Ecology"--the meaning of entrance is not only the distribution, but also the activation of users. Compared to the App store, the Super app has not only the most basic flow/user capacity, but also the rich call scenario (the frequency of usage after downloading), as well as the underlying technology to run the extended architecture. The first condition is well understood, the key is the back two. Many apps do not do well, but use the frequency is not high, the time has long been forgotten by the user. But if you do it lightly, because the Super app attribute on the top is the high frequency, more use of the scene, as long as the appropriate time, will automatically call the corresponding web app or plug-in, you can "take" to solve the problem of service activity, during the period of the user from the senses and even imperceptible to the mobile phone running another process. Super app is the platform of the basic app, eliminate the flow of distribution work, but also to the engine to carry a variety of light application of the operation, so the underlying support capacity than ordinary app, the requirements are much higher. UC has long been emphasizing the importance of the browser's "nuclear capabilities" and consuming vast resources to develop its own kernel, as it is here--without the support of the underlying engine, empty architecture is no real super app. Obviously, the application store's soft rib, the light application can find the corresponding solution in the Super app this "new core". And in the future, with the full improvement of the ability of light application, the "cornerstone effect" of super app will be more obvious. In addition, I think the lightweight application established by the main portal should be in mobile browsers and mobile search for superClass app, the recent Tencent and Sogou cooperation, 360 of the Lightning search, Baidu's transformation can be seen in these clues. In addition to navigation, uc+, nine tours, UC is also planning to build more platform systems to promote the release and activation of light applications. The simple Super app also needs to be supported by a super app, but in turn, the Super app needs to be lightweight to improve its architecture and user experience. The Chinese internet has a very interesting phenomenon, when a company at a certain point of breakthrough, will be extended at this point, the more do the larger, such as QQ on the PC product shape changes. In the mobile internet era, the first batch of apps featured "small and beautiful", focused on solving a need, one thing. Developers will find it interesting at first, but once it's big enough to launch and commercialize, it's obvious that the height and breadth of the application is limited; If you take the complicated route and add many functions, many users will feel that it is not pure and "beautiful". Basically, super app has had this dilemma, micro-credit, Weibo ... including UC itself. Over the past 10 years, the development of UC browsers has gone through 3 stages. The first stage is very simple, we are the first company in the world to apply cloud architecture to browsers in order to accelerate and save traffic; The second stage is the rise of the iphone and Android, the mobile phone has become cooler and stronger, and the corresponding browser performance has made a qualitative leap, and in the third generation, Wi-Fi and 3G in the domestic beginning a wide range of popular, browser can use the hardware to a greater degree of acceleration, from "fast, province" into the "speed." As browser performance continues to escalate, we also want to provide stronger functionality and a more cool visual effect. But this idea quickly met the user challenges, such as to add a function to UC, perhaps 50% of users like, another 20% of users are annoying, but they like the B function, and finally we can only be a and B function added to ... By doing this, all apps will eventually become bloated. From the perspective of user experience, no one rejects the "simplicity". How to meet the needs of the same time, reduce their own load is the Super app are thinking of the problem. Light application is the solution to this paradox. The essence of "Super App+light app" is an extended architecture--the Super app retains only the most core features (such as UC browsing, micro-mail instant Messaging), and other requirements are shifted away, becoming an Extender for the user to select, or to use in an intelligent interactive way. In this way, through the server's back-end of the light application resource pool, the Super app can truly "complex" for "Jane". This is also the beginning of our web App Application Center two years ago, and this year the "uc+" (Plug-in platform + Web Application Center + Application Bookmark platform) has been launched. In the future, the ability to open the Super app will also become a trend. SuperA new opportunity on the app The Open ecology of the Super app is starting to take off, compared to traditional apps, where light apps allow the internet and traditional companies to embrace the mobile internet at a lower cost, such as vertical forums and offline businesses. Recently heard a business Mobile information technology, someone helped them to do a mobile site, but the enterprise leaders always think that an app is a complete project. In fact, it is very difficult to develop apps for such a diverse terminal. and light application embodies the "personalized resources" characteristics, an ebook, a media or a TV series can be transformed into an independent light application, is the traditional enterprise ideal information means. UC will soon launch a browser-based, lightweight application solution for mobile Enterprise informatization to help companies quickly develop customized enterprise-class applications. Of course, the premise is that the Super app is better at opening its own capabilities to developers, rather than monopolizing and restricting partners and changing rules for their own benefit. The Super app needs to be an aid to the light application ecosystem, not a predator. For ordinary entrepreneurs, it is important to think about the rational use of Super app, the introduction and activation of new and old users, as far as possible to avoid starting from scratch to build "infrastructure." I will discuss the specific light application development ideas in the next column.