Why did you sign in?

Absrtact: The call for death has been a long time in 2012, the new term in the 2010 flourished, with two years to say goodbye to the stage of the science and technology such as Merry-go. NetEase stop service sign up has been dead for a long time in the voice of

The voice of "sign in the dead" has been a long time in 2012, the new term in 2010 flourished, which took two years to bid farewell to the science and technology stage of merry-go.

NetEase Stop Service

The voice of "sign in the dead" has been a long time in 2012, the new term in 2010 flourished, which took two years to bid farewell to the science and technology stage of merry-go.

Today, with NetEase announced yesterday its lbs service "NetEase Plus" stop service, let us again in mourning "sign in" this Young "life", reflect on the products gathered under its door on the road in the end have done something wrong.

Why did you sign in?

The true ancestor of the sign-in pattern was founded in 2000 by Dodgeball, founder of Foursquare Dennis Crolly (Dennis Crowley), which was not taken seriously after being sold to Google (Weibo) for 2005 years.

In 2009, Crowley started again, and the latest Foursquare the mobile internet market opened by Apple. In the 2010, Foursquare's booming industry attracted domestic entrepreneurs, and a group of other mobile applications with the concept of "sign in" came to the market. "LBS" and "Check-in" as the 2010 technology industry key words.

Where does the user's power of attendance come from? Summarize the following five reasons:

I want to let my friends know where I am and what I am doing.

• I want to get the offer from the merchant;

• I want to get some badges, to be landlords, to get badges more than other friends;

* I want to keep track of my life

• I want to provide more data to get some accurate recommendations.

Why did you die in attendance?

Although all the check-in products in the country show a good understanding of the needs of these users, but the results of their final most of the transition to end, why, the following answers may provide inspiration:

1. Homogenization of competition kills the entire industry

The neighboring news CEO Joon has said, the LBS company Mutual plagiarism harm this industry. "Not lbs business model is not good, is this field growth too quickly lead to investment too fast into this field, suddenly there are a number of lbs companies, everyone plagiarism function, leading to homogeneity of competition." If only one came to do it would surely succeed. ”

2. Geographic information generates too much "noise"

Geoloqi's co-founder, Amber Case, Amber: "Even if very few people sign in, the noise from these users is enough to offset the other benefits of check-in." The uncontrolled check-in behavior is a disorderly activity. "Some people are constantly updating their positions on social networks to show that they don't understand this is a trivial message," he said.

3. Badges and promotional activities are not attractive

Muttered founder Lisong: "Just a few ' badges ' and incentives for promotional activities, which is boring for most users." "Although many products offer coupons, most coupons are rare." Wang Yuquan, the bank's capital partner, believes that the coupon business is not something that small companies can do, and that data  for coupons can only be done by big companies.

4.LBS becomes the standard of each application rather than the independent business model

Laixiaoling, vice president of Morningside Ventures: lbs is more like a "standard" feature than a stand-alone business model that will appear in many applications. More applications to provide a wide range of functions can automatically identify the user's geographical location and then give the display, in the check-in to obtain geographical data, users do not need to take the initiative to do, but become a stealth function. Can also meet the requirements before the check-in.

5. The profit model is difficult to see Dawn

In the initial stage of lbs, a large number of cooperative businesses are still difficult to accept location-based advertising push, is willing to pay a few. Although group buying is considered to be a relatively easy to implement the model, but the group purchase site more emphasis on the immediacy of information, that is, at a certain point of purchase behavior. This does not exactly match the location information that lbs emphasizes. In the process of looking for a better profit model, more products have been difficult to maintain because of the size of the user.

6. Afterwards behavior cannot help the user to make the decision

The sign-in product didn't initially have enough data to recommend it, so it tends to get the product into a dead loop. Here, only initially to lay the edge and accumulate user data products can show obvious competitiveness, such as Foursquare, it now has a full advantage to weaken their sign-in and provide information recommendation, because the product database has been established.

Inventory domestic well-known LBS sign product destination

Street side: Sign-in products in the best situation, at present, according to the original planning has accumulated advantages of data, on the one hand, still provide users with a record of the needs of life, on the other hand also gradually to provide users with appropriate service information recommended.

Open: Open this April release of the new version weakened the Check-in function, began to get through Sina Weibo, QQ, watercress, everyone and other social platform entrance, based on the friend relationship to find places and find places to more important location, the name also changed to "open a comment."

Cut Guest: The grand cutting guest gradually transformation for the coupon company, July 2011 introduced the side preferential and the group buying business, aimed at the user location to push the periphery the preferential activity.

Topsy: Whereabouts unknown, since 2012, no product dynamic news updates.

NetEase: NetEase Company recently announced its lbs service "NetEase Plus" will stop service. Analysis said that NetEase lack of electric quotient gene is "netease plus" failure reasons.

Neighbor: During the Internet conference this year, after a quiet year, the neighbors announced that they would continue to exert their force on position marketing, and share and spread the interest based on location. Adjacent to the introduction of anonymous spit community software, users can be in a certain location "spit", trying to form a user stickiness thus targeted to do position marketing.

Muttered: The first to do micro-bo muttered a transformation to do lbs, but it quickly hit the wall, after a comprehensive imitation of Pinterest do picture sharing, the model from geographical location to based on the user's interest and interests, and hope that through the way and business cooperation to generate commercial value.