What is the key technology of Internet transformation

In the Internet industry has a widely accepted concept: "To do five years after the mainstream of things." After reading the 2014 Internet Trends report published by the "Queen of the Internet" meeker (Mary Meeker), I am gratified that Yahoo's research in the field of personalization, advertising, cloud computing, large data, and so forth, coincides with the content of the report. These will be the topics that every practitioner cares about for the next five years.

Yahoo Global vice president, Yahoo Beijing Global Research and Development Center President Zhang

the report was published by Meeker at the Code Conference Conference held on May 29. The report notes that the high growth in global access and smartphone users is at an end. Internet users grew less than 10% per cent a year, while the annual increase in smartphone users dropped to renminbi compared with a significant slowdown in the past.





but this slowdown in growth is actually the beginning of another growth outbreak. The annual increase in mobile data traffic reached 81%, and as more and more Internet users move from the desktop to the mobile end, the data continues to accelerate and the qualitative change in the advertising industry-the proportion of mobile-ad ads in internet advertising has soared by nearly half in the past year.





lag of Internet advertising transformation and how to transform





compared with the transition of user interface, the change of Internet advertisement is obviously lagging behind. One important point is that mobile internet advertising does not form a mature business model, but the traditional pc-based advertising model is not suitable for mobile use situations. In the report, we see that although the Internet giants have improved the advertising network, the application of the entire mobile-side profit model is still far higher than the advertising business. In the 2013, advertising and apps created 38 billion of billions of dollars in mobile market value, but 68% of them were taken away.





What is the most fundamental difference between mobile internet and the past? Perhaps the industry is accustomed to saying that "PC Internet" "Mobile internet" gives us a misleading. Because the key difference between the two is not the Internet tools, but the use of situations. At present, the lag of mobile Internet transformation is often reflected in the lack of consideration of this new use scenario. such as the most typical situation of mobile internet-fragmentation. Users look at dozens of or hundreds of mobile phones every day, and each view faces a new choice. At this point, although the push can become an important factor affecting user choice, but in the current accuracy and relevance is very low situation, it may form the user's harassment.





In addition, the existing mobile terminals screen size is generally small, and the user experience and interactive mode are different from the quality of the PC. In the large screen users can automatically ignore the content, transferred to the narrow mobile terminals, will be abrupt to make users unbearable.





in the final analysis, mobile Internet is characterized by following people, is essentially a "people networking." For "People networking", personalized content and advertising will undoubtedly become the general trend.





transformation Breakthrough, primary advertising and personalized computing


in the mobile tide, Yahoo also in its own transformation, personalized content and advertising as one of the strategic priorities. At present, Yahoo Beijing Global Research and Development center of the relevant team is for this mobile content-marketing changes in the contribution of intelligence and strength.





as one of the most important initiatives, Yahoo is actively developing and deploying native ads on both the desktop and mobile side. The so-called native ads (Native ads) is a new advertising model, Yahoo defines it is: highly personalized, highly relevant, and the perfect fusion of the content of the advertising model. The native advertisement will be the future of the mobile internet advertising profit model. The current pattern of pay-per-click pay for ads in primary advertising--only users, advertisers need to pay--will ensure advertisers ' input can affect customers who are genuinely interested in them, and urge service providers to do their best to improve user experience and advertising accuracy.





Yahoo's personalized home page, launched last February, enabled Yahoo's homepage content to grow by 100%, or more than 200% in the Hong Kong market. More importantly, once users are accustomed to highly personalized content, it is difficult to adapt to the same old home page-which shows the importance of personalized user requirements.





personalized recommendations, although very effective, but not easy to implement, the need for large data processing and analysis, combined with machine learning and data mining to make recommendations. Yahoo has been investing in large data fields, and Hadoop, which began in 2006, has become the world's most widely used processing platform for the industry today. Based on this technical accumulation, so that today's Yahoo Personalized home page system can be a large number of machine learning to achieve accurate recommendation, and the more accurate.





in Meeker's new report, Yahoo's web site monthly independent visits in the world's top ten Internet service providers ranked fourth. Yahoo now has 800 million global users, including 430 million mobile users attracted over the past two years, and the number is growing at a high speed.





It is worth mentioning that Yahoo's personalized platform based on large data plays a key role in promoting stable and rapid growth of global users, and the development of these platform-level products all come from the hands of Chinese scientists and engineers at Yahoo Beijing Global Research and Development Center. Yahoo North has just spent the past five birthday, is on the occasion. In the future, we will continue to work to include "personalization", "advertising", "mobile" and "cloud computing", platform-level product development for global users-as I've always said, "bringing world-class challenges to China will surely lead to world-class solutions."