Wei: Mobile Internet users or first customers?

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Who says there is no business model for mobile Internet? That's because it's too far from the money.

"Entrepreneurial State" magazine article/Wei

Columnist Introduction:

WEI: New Media Observer, Shanghai Jiaotong University Media and design college lecturer

One marketing insider mentioned two sets of data in one of his blogs: first, a certain Taobao sellers with another micro-letter large do graphics and text push, click rate can reach 4%, after the calculation, probably covered to 1 million micro-credit households, to achieve the purchase of 500 single; It looks good to use micro-letter marketing.

But in fact, the micro-credit operators are currently very disgusted with the marketing behavior, frequently intervened. Micro-letters are focused on interpersonal communication, rather than on mass-broadcast broadcasting, and may be due to the fact that some of Weibo's marketing tuba has finally left Sina itself struggling to cope. But it still jiabuzhu the merchant's interest in micro-mail: It's a staggering amount of users.

In fact, today want to "net" business is very much, also pay attention to some so-called "fashionable application", micro-bo, micro-letter will not talk about, like users in the millions of equivalent level of "street side", is often agency in the proposal to the party mentioned. With the popularity of smartphones, mobile internet users more and more, there are more and more businessmen are eager to use this trend, improve the efficiency of promotion, reduce the cost of promotion.

There is a mobile development company to do a banner advertising, from the formal perspective, and the general banner ads, the style is absolutely not good-looking. However, this banner can be dialed directly when the user clicks on it-this is the full use of the phone's features. This kind of advertisement sells quite well, roughly on the CPC (cost per call, according to the user to call charges) can do 20 yuan ~50 yuan, the main customer groups for training institutions and so on, it is said that customers also need to queue waiting for the scheduled period.

The above examples tell us, the customer's demand is actually quite exuberant. To be honest, today there are a lot of applications are a little bit the same, we are competing to see who can get the money faster: financing or customers. The latter, apparently healthier and more effective. There is no customer financing, there is a customer's financing must be chasing up.

In the desktop era, the flow of less than a certain size (such as daily average access to 100,000 IP) basically do not have to think about what the income model-the electricity quotient is of course an exception. But in the mobile era, in fact, tens of thousands of users can go to try income, the key is to see whether the application is close enough to the money. I've seen applications that are fun and cool, but I can't think of a gold master who would be interested in it, except for the size of the tens of millions of equivalent.

Vertical is of course important, but only vertical is not enough. A few industries are naturally close to money, health care, investment finance, education and training, these are people willing to invest in the field, but also many businesses (customers) willing to invest in the field. And my feeling is, now customers want to see a worthwhile to do promotional tools of the strong, far more than the average user would like to see a fun and cool application of the strong sex.

This, the north and south of the thinking is somewhat different. To Beijing as a representative of many developers, like to ponder the user experience, so that a product at the user level as far as possible, as to how to make money, it can be slowly. But the developer, who was represented in Guangdong, had tried to get customers to make money directly at the beginning of this century, and now began to ponder the customer experience (not the user experience) and figure out how to get the customer to pull out the cash sooner.

Who says there is no business model for mobile Internet? That's because the things you do are too far away from the money. Early in the Internet age, users need to slowly education to become a real user, customers need to slowly education will be skeptical to throw ads. But the mobile Internet is clearly not the case, the light of a click banner can direct the phone can make the business as Mo. Still a question of thinking: first user or Customer first?