Why the channel giants are invading their hand-travel media

Wen/He Feng early this month, Baidu cool buy pocket bus rumors, will be muffled operation of the hands of the media pushed to the front. Well, they are really low-key, or, in the vigorous application distribution channel shuffle movement, the hand tour media also began to receive more attention.　　Although the importance of the channel itself, but the value of the hand-travel media can not be ignored.　　In pondering this subdivision area, I found an interesting phenomenon: The Hand Tour portal is becoming the channel "standard", Android games through the "invasion" of the media, the weapons are self-built and investment mergers and acquisitions. 1, Baidu: The author after a lot of confirmation, how cool has bought a pocket bus 60% equity, valued at 30 million-40 million yuan. At present, the two sides have embarked on resource integration. Another learned that Tencent also asked the price of the pocket bus. But cool moves faster, from exposure to trading less than two months. Why is it so urgent? The core value of the pocket bus is the gaming forum, as the time for the portal is short.　　For the rear transport platform is cool, the deal is actually in the "time for Space", quickly win a large number of gamers. 2, 91 Wireless: Baidu How to integrate 91 wireless will undoubtedly be the key to this transaction. Personally, the 91 wireless future is likely to operate independently, which is one of my reasons for 91 wireless. 91 Wireless last August launched 18183 Mobile Forum PC version, December phone version of the oven. 91 The Forum and the transport of the hands of the deep binding, so that 18183 forum rapid rise.　　With the early stage of the forum, 18183.com Portal since the launch of the April this year, traffic and influence increased significantly. 3, 360: and Baidu mergers and acquisitions, 360 are preparing the hand of hot money news website, has begun external recruitment editor, the area editor and other positions. The site is run by 360 gaming centers. Although 360 last year holding a long time network is a veteran game information portal, but the CP Resources Limited in the end of the tour, in the hands of the tour does not have much advantage. A traditional end of the media can swim in hand to complete the migration, transformation and even foothold, it is difficult to say.　　In this sense, from the 360 Game Center to do hand-oriented game information portal, has its rationality.　　PS: If put in 91 wireless was acquired before, Baidu, 360, 91 wireless all continue the same mode: Application distribution-game through the transformation of the current-hand tour portal. 4, Tencent: Of course, can not be ignored. But I did not put it with Baidu, 360, 91 to detail. In addition to Tencent has its own portal as a support, this is not what the latter three, but also because of Tencent's investment sector and some hand-travel media contacts. In addition to asking the price of the pocket bus, Tencent is also an angel investment in the hands of the website to play Tang.　　But besides, Tencent has no other big moves, which is not unrelated to the slow integration of Tencent's own hand-travel transport business. 5, in Baidu and before 360, other games are also involved in the transport platform of the hand tour media. • Everyone game launched last year, the hands of hot money portal. But as the operations team disbanded, the portal is now a very, very short of the mostInitial expectations. · UC already acquired nine tours in 2011, including Game Center and hand hot money portal.　　It is thanks to the nine-card location of the rise in the hands of the game, brought about by the games income also saved UC.　　• As for the music, initially WAP download station, natural suitable for the media.　　I also consulted a number of senior distribution channels and game media entrepreneurs, trying to comb out the logic behind the channel's own and investment acquisitions, hoping to spark reflection and discussion. 1, the channel fragment, the player is in the fence. Almost every Android transport platform has a separate game installation package, and the rules are different. Be divided into a variety of players by a different wall, hand tour CP is also difficult to support a number of channel package player needs, but rather than channel their own customized media more appropriate. This is why a lot of channels have chosen from the start of the forum, online information site, such as 18183.com. Of course, there are external flow import on another matter, such as 360, Tencent.　　Otherwise, the beginning of the introduction of information sites, easy to fall into the vicious circle of money to buy traffic. 2, in order to precipitate the player group. The number of hand tour more and more complex, the player tapping slightly, information, testing/open service, such as the demand for growth is obvious, but the channel itself can not meet, must rely on the media (including the forum) to fill. When the demand is resolved, the user is retained. The value of a high quality player group is enormous. If not precipitate high-quality content and player groups, the channel is only to sell the flow of cash, it is difficult to continue. As mentioned earlier, getting players fast is an important purpose of the cool holding pocket bus.　　Of course, the Chinese-made to download the start of the pocket bus is also filled with the lack of CP resources Short Board. 3, mobile phone games are replicating the traditional operation of the tour routine. With the increase in the price of channel promotion, mobile games developers and agents are recognizing the value of brand communication. "My name is Mt" is often mentioned in the circle of mobile phone games to replicate the operation of the successful case. Let's play Hall CEO Zhang Guangyu said, "My name is Mt" itself cast in the channel of promotional costs are not much, it can be successfully promoted, the media the most credit. "My name is Mt" brand effect instead of forcing channels to compete for agents and combined transport. The Sword of Kings also takes this route.　　As a result, there is a hand-travel media, the channel can find more potential players for CP. 4, the advertisement is present. 17173 and more games such as online gaming portal in the business model of success, opponents of the media is undoubtedly a good sample.　　Channels, whether they build or invest in mergers and acquisitions, at least no need to worry about the business model. PS: Hand-Tour media has become a sweet pastry, entrepreneurs in the influx of traditional game media has been card, some potential acquisitions are brewing. But how to do a good job in the media, in fact, is not easy. To this end, I also consulted a media café, he is also doing a hand tour media, development is good. He gave two points of experience: first, channel clearance, to strive for the widest possible channels of CP resources support; the second is moving off, must move first.　　I think it's valuable and it's given to entrepreneurs on the road. (Wang Congji has contributed to this article.) ）