Why does table have to invest more in mobile browsers?

Absrtact: Flurry, a third-party analysis agency, recently released a data that in the first quarter of 2014, the average U.S. mobile device user spends 86% of its mobile devices on apps and spends only 14% of its time in mobile browsers. In the app section, 32% of the consumption

In the first quarter of 2014, the average U.S. mobile device user spends 86% of its mobile devices on apps, compared with only 14% of the time spent in mobile browsers, Flurry, a Third-party analytics agency, published recently.

In the app section, 32% of the spending time is in a variety of mobile games, 17% of the time spent on Facebook, and 1.5% of the time spent on Twitter (voiceover: How much is the advertising value of Twitter-like products for so little time?) , 9.5% of the time spent on other social applications, 4% spent on YouTube and 3% on a variety of news apps.

Flurry's report also notes that American users spend an average of 2 hours and 42 minutes on mobile devices each day, up 4 minutes from last year, with only 22 minutes in the browser.

I'm not quite sure about the situation in China. However, it is possible to feel that the domestic mobile users in the browser for a longer time than the United States, but still a relatively low use of the category.

Ask people around you, what is the most direct motivation for you to use your mobile browser? Quite a lot of feedback is keyword or URL search. This means that most users ' perceptions of mobile browsers still follow the ideology of the PC Internet.

Pessimists believe that it is meaningless to invest too much resources in mobile browsers to build layouts. The reason: The PC Internet age, browsers are close to the only access to the Internet, but the mobile internet era, browsers have lost the unique access to the Internet, the app has become the main way for users to surf the Internet. The further reason behind this is that the app's experience is the most direct and effective because of the limitations and immediacy of the mobile screen and the fact that users are surfing the phone more for better solutions than URLs.

Is the mobile browser really not worth spending?

I think the answer is in the negative. For table (Tencent, Ali, Baidu, Lei, Zhou 祎), mobile browsers must maintain a larger resources to layout, and for entrepreneurs, the opportunity for mobile browsers will be reflected in the vertical area of the end of the build, and for different vertical audiences launcher.

First, why does table have to invest more in mobile browsers?

First, the mobile phone browser for wireless search channel role is large, is a strong protection of wireless search.

Second, mobile browser will be in the future "multi-screen" strategy to play the central location of content cross-platform, multiple screens including PC screen, tablet, mobile phone, smart TV, even the future of the car behind the front of the screen.

Third, in personalized content rendering, the role of browsers can not be replaced, and in the mobile era, personalized content consumption will explode. Does the traditional mobile desktop present the user's personalized content? Yes, because apps are downloaded by the user on their own choice, but the personalization of the desktop is at the expense of the user losing the long tail content, and the browser does not.

And from the traffic point of view, mobile phone browser and PC browser can also form a flow of complementary, today's mobile internet still need to buy traffic to the PC Internet. The browser-side multi-screen strategy is also to build a browser-framed multi-screen content ecological closed loop and flow closed loop.

So you can see, 360 in silence two years later, and began in the PC side of the vast advantages of browser, to the mobile phone browser, UC is the advantage of mobile browser, to exert a PC browser.

When it comes to the "multiple screens" of browsers, the interesting points include the browser layout based on the Smart TV screen. Because of the different nature of the TV screen, the content of the intelligent TV browser will mainly be the video, the game, the TV shopping, also will produce some family, the business long-distance video social demand. And if you are in PC screen, tablet, mobile phone screen already has a large browser users, is conducive to the TV screen layout in advance. Intelligent TV Remote control operation is less convenient, and the mobile phone as a remote control, cross-platform operation, is easier to cut.

Of course, intelligent TV industry chain to the control of the software is also the hardware manufacturers, which is why table is quietly layout of intelligent TV terminal equipment, if not their own test water to do, but through a wide range of cooperation, does not involve capital action cooperation is difficult to take back the intelligent TV industry chain control, Hard to connect with hardware vendors to ensure the user experience.

"Multi-screen" needs "cross-platform" to achieve a closed loop, and Cross-platform requires a unified ID system. Tencent has a natural advantage at this point. Some people will say, now is not lack of the era of ID, because there are a large number of such as Sina Weibo, QQ and other Third-party login channel. All right, but if you're going to be synchronizing data across platforms, making complex data calculations, and laying out the cloud strategy, you have to build your own ID system to play it better in the long haul.

There are 360 of people who think that good content, personalized content, will inspire users to ID login. And the mobile browser itself is an app, is inseparable from the content, the future of the mobile browser must be to give users the recommendation of personalized integrated content to attract users, rather than the traditional sense of search purposes. These include reading, online video and downloads, gaming, electricity, and the content of search results built to provide solutions based on wireless search for new concepts. In addition, users often click on personalized content will be similar to the app's presentation to facilitate the user's finger clicks, rather than ant-like text chain.

Of course, 360 do mobile browser, have for wireless search layout considerations, and Tencent has put the search for the job to the Sogou, then UC next will not and Ali joint search?

I do not know. Although the search is not good to do, but wireless search still has a greater opportunity, Ali's industry chain will not be missing this module.

Wireless search still has great disruptive and innovative space. Because the user on the phone end of the search is more to solve the problem, is to find the final solution, not to open the Web site, not to open the Web site to see a row of ads, so, although the current Baidu Mobile client installed capacity is very large, but can still be overturned (of course, tablets and mobile phones, The tablet is more PC-oriented, so the tablet search is still more based on the URL chain.

What is the form of wireless search? It's not just the voice on the input and output mode, text, parsing should also be semantic search, situational search, such as intelligent computing results, such as you enter a requirement, if an app can satisfy, that in search results will invoke the app page, and provide the app download channel; Because of the characteristics of location-based, such as the search results of restaurants, directly based on distance, evaluation and other multiple indicators to order different restaurants.

It is not difficult to do this technically. I learned that 360 of the wireless search will be in collaboration with the public comment to directly access the results of the app pages in the audience. If 360 can do it, I think the search can be done by Tencent department.

But the search logic above seems to differ slightly from that of UC. 360 of wireless search is working with native app, call its app page and provide the app with a download channel to distribute traffic, and UC's logic is to hope that developers are based on HTML5 to "light apps," which need to be plugged into the UC ecosystem, So UC's search became the site of the UC ecosystem search. I wonder if UC will change in the future.

The above is all about table, and secondly, I'll talk about the opportunities for entrepreneurs in terms of mobile browsers.

Actually speaking of this, I have no idea what the concept of "mobile browser" is. Baidu Mobile Client is not a browser? is the micro-mail browser? Today's headline is not a browser?

In my opinion, the Mobile browser is an app, it is a collection of personalized content based on each user. In other words, it is a bearer content, but as the technology develops, the content forms more diverse. Text, video, games, electrical quotient, based on the content produced by the chain of relationships, are content.

In this sense, mobile phone browser is an integrated with a variety of forms, personalized content of the app, that in order to avoid competition with the Giants, it is necessary to achieve the vertical content, or the audience of the vertical, in addition, it is to do more front-end.

I was at one point thinking about the launcher of mobile browsers. Millet system is a full content platform for the launcher+ cloud services, can the entrepreneur do a puzzle for children, or a specific demand for the scene, such as restaurant services (including the introduction and evaluation of food, ordering, meals, such as a variety of entertainment content services, restaurant brand culture publicity, integration Exchange Services, Promotional activities, or launcher, or education for 4S service? In launcher, is there a variety of app apps for this particular scenario or a specific crowd of different content?