UC Variable Muntong four business platform: Nine of its tour quietly jumped

Yu (UC Chairman and CEO) decided to publish the news to his personality, this is a "stuffy to make a good fortune" opportunity, he even some worry about the possibility of the various outside questions.

"Nine tour is indeed UC's business, has been developing well, I believe that mobile phone games in the mobile Internet is an important direction." "June 12, Yu a response on Weibo. The previous day, in China Mobile announced the March Gateway data, nine tour of the unknown company has been 12.05% of the market share "quietly" ranked after the QQ game, which aroused the industry's speculation about the company's background.

In fact, nine tour in 2009 was the UC acquisition. "Why wait until today? It is because we have seen that the game has shown great potential and the trend of outbreaks, we need to encourage more developers to participate, which is important for the healthy growth of our entire mobile internet business model." June 26, Yu officially announced the business layout of UC, in UC Browser, above the flow, rebuilt four business platform: mobile gaming Platform, information service platform, mobile social platform, application distribution platform.

UC suddenly "plump" up. A week ago, it also because of being passed "pattern thin", "poorly run", and seek Baidu's acquisition. Simply put, it has a platform look, and it starts to think about the value of the 200 million-month active user and the 150 billion-month PV flow. Of course, this is not a rough spot, because in Yu's view, all traffic should be intelligent, all of which will flow with the user's needs and the most valuable place.

Game Path

"In fact, this thing has been done for more than 3 years, just want to dive a little longer, which is conducive to our development." In 2008, Yu began a series of discussions on the value of the game. But this discussion did not last long, because the internal attitude is staggering, almost all people think that the game is the first "gold mine" on the mobile phone. At that time, we subjectively thought that we should do three things well: the first is the distribution platform of the game, the second is the professional portal of the game, and the third is the development of social games. "The logic of Yu is not complicated: UC positioning as a platform, so the ability to release must be strong, and in the flow reached a level, the phenomenon of demand stratification will become increasingly obvious, there will be various forms of game and different levels of players, and like nine of the game portal is to stick to those heavy players, Give them a platform for communication; Of course, the social trend is becoming more and more obvious, social and game natural adaptation also makes UC must seize this market, UC Park is built is based on this.

So, in 2009, UC set up a game channel, to provide game downloads, mainly to do the distribution of games, the solution is the user "play what Game" problem, 2010 acquisition of nine tours, mainly to solve the "how to play the game" problem; in June 2010, UC Park officially online, Yu even deliberately find the former Baidu E-commerce division general manager Mingyuan such industry "Daniel" at the helm.

According to UC COO Zhushunti revealed that in May 2011, the game channel and nine-day tour began two-line merger operation. Since these two platforms have different positioning, so there is no conflict in the business, after the merger also played a complementary role. "And then the UC park just assumed the function of maintaining user relations." We believe that the success of a game = (game release + game operation) x user relationship, a good user relationship platform for the growth of a game to bring a geometric growth effect. ”

After entering into the game business, UC instant increase of nearly hundred people. Since this is not the same concept as the previous release of the application software, the distribution and promotion model of the game on the PC is very mature, and these models have been moved to the mobile Internet.

UC currently has three modes of cooperation: the first is pure distribution, the user simply download the game to complete the task, and the second is called joint operations, both sides need to bear part of the responsibility; The third is the exclusive agent, is the game all to UC, in addition to research and development, most of the things are done by UC. In these modes, the latter two are the most popular. "Our understanding of user needs can only be used when it comes to joint operations and exclusive agents, and if UC is released, the value of the platform is compromised." "Zhushunti said.

The remark is not empty. Within the UC, has formed a set of mechanisms, that is, the marketing department should always maintain the communication with CP (content provider), UC needs to meet the reasonable demands of partners. Of course, it is on this basis, it has more on the user's habit of accurate grasp after the recommendations.

For example, in the development of marketing plans, some CP will set the game's public test time in the month of mid-late, or even month end. At this time UC will advise them to revise the plan, because China Mobile internet has a "25th effect", that is often the end of the month is the monthly flow of the top of the time, users of mobile internet will be more cautious, not too often.

And some suggestions even determine the direction of the entire gaming platform. In the first half of 2011, there were many mobile game CP based on the Java platform and Symbian platform research and development products, because at that time the two platforms are still the largest number of users. But UC had accurately foreseen the explosion of the Android platform, so it was strongly recommended that CP focus on Android support. Sure enough, the first group to turn to Android "new Three Kingdoms Hegemony", "Fairy Tales", "Wu Soul" and so have become the star products of each big platform.

Now in the UC gaming platform to operate more than 200 products, the monthly income of more than million games have more than 10, one is not officially disclosed the number is monthly revenue reached tens of millions of yuan. But this is clearly not the goal of Yu, "by 2014, mobile phone games in this industry will have tens of billions of income." "and his goal for UC gaming platform is to divide the CP into more than 100 million yuan in 2012 years, which means that in accordance with the" 55 split "distribution system, UC will earn at least 200 million yuan.

This requires more CP and products to come to this platform. UC "Pull" to Gameloft, in mainland China, the exclusive agent of its large 3D online game chaos and order on-line, known as the "World of Warcraft on the phone" game in 33 countries and regions in the ranking of the game ranked first.

In order to establish this benchmark, UC tilted a lot of resources, and Gameloft also showed enough enthusiasm. "Chaos and order" in the overseas market has been in the form of paid downloads. However, UC based on years of experience in gaming operations, taking into account the current situation of China's online gaming market, a "download free, prop charges" is the mainstream, and the other compared to the team, the Chinese players pay more attention to the rapid growth of individuals. So UC suggested that the domestic version take the download free, prop charging strategy, and finally persuaded them. "It's just two ways to play, and for the big guys, we're a for one, with a lot of personalized service." And for small and medium CP, they need flow and user more, you need to do is clear stipulation, streamline process, lower threshold. They should be self-service direct access without needing to see me. "Yu said.

Ferry

The construction of the game platform in the UC transition timetable is critical, because in Yu view, Internet users have passed the first stage of information needs, while in the second phase, the service-oriented demand for entertainment is growing rapidly, to the third stage, the demand for life services will be blowout.

Although Yu does not think that UC is undergoing transformation, "the early start of our business is not positioned as a software, but a service platform, at the beginning, UC interface is not blank." "But there is a clear dividing line that shows the changes in UC.

In July 2007, Yu convened a conference called adolescence, which focused on the question of whether the company should be closed or not. At that time, many company employees think that UC already has the largest mobile internet traffic, should be made into a mobile portal, to do the mobile Internet Sina, the flow of liquidity. And Yu firmly opposed to this, "absolutely not to do so, the consequence is that we will destroy the entire browser ecosystem, you will not be big." ”

At this point, Yu the past professionalism: the judgment of a potential market, and the sharpness of the evolutionary path. "The user needs of the path is already very obvious, UC needs to consider its own as a mobile Internet portal service platform to do, should not do." "He wants to subvert the browser's business model, because the software age browser is just a transition station, and the browser is inherently a service platform."

At that time, it was but a lying, even he was not sure. As a simple example, Zhushunti is the fourth founder of UC and the founder of Skynet. 2007, it was because UC acquired Skynet, Zhushunti joined UC. Yu was well aware that Skynet's advantage in the application issue would put his platform on the ground, but his consolidation of two companies was completely out of place. He has repeatedly mentioned this period, "UC before strong is the product, and in the business promotion of almost no accumulation, to tell the truth, very pressure." ”

But this is also the day on the online gambling win, let Yu to his own judgment more determined, he began to have more ideas. 2008, Yu proposed "kernel HTML 5-web App" three key words. "We had a risky game, which could be a starting point for success or a dangerous starting point," he said. UC He Xiaopeng, another founder, said.

UC began to study the kernel of the browser, but it was only Google, Apple, Microsoft and the oper-a. Yu saw the opportunity on the Android platform, and only on the basis of the strong kernel technology, UC can through the HTML 5 to complete the interconnection between a variety of devices, this is the key to form a service platform. To extend this, the business model of Web app is justified. But it is easy for a start-up to create a situation where the investment in the core will weaken the competitiveness of others.

Fortunately, Yu again "out of danger." At this point, he has enough capital, UC users have been hundreds of billions, navigation and Skynet distribution business has made UC has a continuous cash flow, he even no longer accept all except strategic investment financing. In June 2009, Alibaba was supposed to be investing in a future e-commerce business, while the investment goal of the Nokia Growth Partner fund was clearer in April 2010, when UC was already ahead of the Symbian platform.

Yu began to consciously integrate the industrial chain, from Alipay, China UnionPay, to Sina Weibo, NetEase Mail, and the recent Evernote and China movement. Now it seems clear, from the entrance to the platform, UC to pay, security, sharing, storage and file Processing "infrastructure" all set up. Next, he can graft any reasonable business model.

Over the years, he has been going to the United States to "learn", not to "steal" the latest business model, because in the mobile internet, China even ahead of the United States. He is going to observe the changes in the entire industrial chain, after all, as a platform, UC needs to adapt to the changes in ecosystems.

It was a bit frustrating for him in the September 2010. "Wired" has just published an article called "The Web is Dead", coupled with Apple's strength, making app more people think is the future trend. In the 2011 October and the first half of the year again came to the United States, the situation is completely different. "Everyone's voice began to clear, I feel a few big changes, the first is HTML5 show the user Experience improvement, let a lot of people start optimistic." The second is the promotion of the industry chain, especially to Google, Facebook, Microsoft, such as the Giants, to give us a direction. ”

"The web can keep the entire industrial chain open, this is not what app can do, it will be a healthy ecological chain." UC for many applications, is the platform, and we on Android, just an app, we can learn from the industry chain of nutrients. "Yu said.

"The browser should be more like a helm, he was born a ' ferry ', whether it's an application issue or a game release, it's good, it should never be a software." "There is no Netscape's logo is a helm, which makes Yu deep feelings, of course, Netscape can not do, he hoped he could do."