Xu Ming said the battle behind the software War is the mobile electricity business

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Time has crept into the March, but to tick a taxi, quick taxi for the "pawn" of the two-horse game, still did not mean to go down. In response to rumours that the latest subsidies are coming to an end, both sides vowed to say that subsidy activities are a long-term policy.

But there are signs that a pure price war is likely to usher in a turning point, and that the "pace of withdrawal" is becoming more pronounced, and that model innovation will enter the new bureau.

Possible endings in the short term

A very ironic signal is that Alibaba chairman Ma Yun in the "contacts" with the feeling, said his mother in the roadside taxi, neither use the taxi software, and can not hit the car, deeply this competition hurt the interests of users, they "not only can not enjoy the" competitive dividend concessions, even at least the taxi service is not. ”

Ma Yun Direct appeal: "This matter really must think seriously and treat." Friends of the taxi software, how long do you want to play? I suggest you sit down to have a cup of tea and discuss how to do it smarter. "In his view, the principle of market competition is to allow the market to benefit, so that users benefit." Not afraid to burn money, not afraid of competition, but the most afraid of hurting the interests of users.

Another noteworthy signal is that in the face of the naked competition, the media disclosed a number of fraud subsidies, security risks, supply and demand equity issues, some local governments have come forward to do early intervention.

Shanghai Traffic Management Department interviewed tick-Tock taxi, quick taxi in charge, clear since March 1 morning and evening rush hour is strictly prohibited use of taxi software. And will be the third party taxi software business into the electric adjustment Business statistics range, take a taxi software about car business vehicle overhead light display "electric tune." In addition, to the passenger-operated vehicles, shielding the sending of business information. Shanghai Municipal Bureau reiterated that if it is unwilling to accept the "NA tube", the traffic authorities will, in conjunction with relevant industry authorities, suspend Third-party taxi software applications.

Foshan, Guangdong, said that Foshan will not "ban" tick-tock software, such as taxi, is currently building a unified vehicle system, planned to be included in the regulation, the system is expected to be released before the end of June. Beijing's regulatory authorities issued an injunction requiring each taxi to install only one software terminal.

In addition, Nanchang will use the electric calling platform to develop a "high safety factor" taxi software, which can be supervised by the Government, without the driver to look at the screen, aiming at solving the safety hidden trouble of driving and watching the screen grab, as well as the problem of supervising the rights and regulations of the rejected.

Obviously, the marginal effect of the subsidy is weakening, and the atmosphere of public opinion has changed from the earlier euphoria to rational reflection. It is expected that the enclosure competition will not be "simply stop" the money game, in the short term both active cooling, but also passive cooling. In the future, both sides may change the rules of the game, the normalization of subsidies may still exist, the scope of efforts will be reduced. More importantly, both sides will forge and compete for more essential business models and business ecology.

The imagination of network traffic

Traditionally, the taxi industry has been monopolized by large companies or governments. Tick a taxi, quick taxi the current encounter of public opinion rebound, part of the reason comes from here. By contrast, taxi software originator Uber found a more detailed "tiered car rental" market, no doubt more for the benefit of the people accepted.

Tick-tock Taxi, quick taxi directly facing the traditional taxi field, connecting the taxi company/driver and passengers two, to a certain extent, to solve the stock supply and demand matching problem. Uber is actually a "car rental" software designed to solve the incremental supply problem by luring private cars into taxis. This objectively greatly reduces the empty rate of private cars and improves the social traffic efficiency.

Uber target users are those who have their own cars, and for a variety of reasons do not want to open, but also want to enjoy the quality of the ride experience of users, it provides a car is not a unified TAXI, but more than the general taxi expensive private car services, usually provided by luxury cars. Uber will also use "peak pricing" (surge-pricing) in the light of the rain and snow, the peak of the holidays, the demand-intensive region and other market conditions.

Tick a taxi, quick taxi will also choose Uber Road? We still don't know, but the key factor is government policy in order to replicate the taxi service with private car owners. Considering the need of environmental protection and energy saving and plugging, the possibility that the government should release moderately is not non-existent. In addition to the possible business car rental, logistics and distribution, and other horizontal related areas, as well as in the depth of the development of automotive Internet applications, taxi software will no longer be used only for taxis, will be fully responsible for driving records, security monitoring, travel arrangements, induction transmission, intelligent control and other functions. This image of network traffic will undoubtedly be an important part of the "Car networking".

If according to this idea, the taxi software company still has a long way to go. At the present stage, it is still basic work to build a perfect function and experience good application. According to the current public opinion of deception, refusing to hire, breach of contract, robbery single insecurity and other phenomena, the future may be the division of the two sides credit evaluation system, integration System, third-party monitoring, complete voice operation functions. In the long run, the basic services and applications including finance, medical care, government affairs, Transportation, meteorology and the mass Internet users will be the inevitable choice.

In fact, Tencent Ali should take into account these development direction and mode, but relative to the overall situation of internet finance, mobile electric business, the current O2O means is obviously only blinders, now also far from harvest time.

The people who have to move are the world

Although tick-tock taxi, quick taxi may hold the big dream of network traffic, the current horse rodeo also obtained a high market share, but this may not be the crux of the problem at all. Behind the King's plan is not the loss of a city, but the mobile internet. This is what Ma Yun called "Serious thinking and treatment" of the event.

Taxi software two-way subsidy want to capture is the user of the core of mobile power-payment system, and then win the user funds and time resources, and then for banks, merchants and other Third-party customers to do "supply chain finance" and many other services. In other words, the taxi software will everyone about the car to pay the money to form a pool of funds, and then used for profit regeneration. This objectively brought the transfer of bank deposits, forcing the deposit interest rate marketization.

Compared with traditional bank's traditional savings, the Internet has greatly reduced the cost of collecting users by its technical advantages, which can attract a large number of users at low cost, and provide them with diversified services to increase the stickiness of users. Then, the internet giants can maintain a large amount of users, on the other side with the traditional financial institutions to design new financial products. This kind of deposit interest rate marketization path is unheard of in the developed country experience, this also means that China's deposit interest rate marketization must face up to the change which the internet finance brings. This is the intrinsic value of Internet finance and the reason why the traditional financial world is greatly alarmed.

In specific cases, the micro-letter of a simple mobile real-time social tools involved in mobile payment, mobile power provider, not only caused the Chinese Internet bat pattern part of the imbalance, but also exacerbated the internet finance to the traditional industry penetration. From simple time flow, the entrance of user flow, evolved into mobile electric business backyards, part of the life scene, electronic human organs, micro-letter logically poured into the internet financial sector, is Ali most concerned about, coveted long, attentively cultivated territory. If Taobao, the cat "Double 11" is a solemn challenge sounded the death knell of the traditional industry, then, micro-letter and its derivative services is a trickle of moist erosion of the blood of subversion.

According to Tencent CEO Ma's definition of micro-credit payment, by binding the micro-credit account to the bank card, the user can simply and quickly make payments on the public number, app and the two-dimensional code that is visible around them, thus providing a new solution for the business scene's closed loop in the phone-which means Micro-credit payment is not a pure payment tool, but a complete solution for mobile payment.

By contrast, Ali, which relies on traditional business, Consumer-to-consumer as a sign and network trading as its core, still belongs to fragments and fragmented. We can understand his concern from the statement in the internal mail, he bluntly Ali "currently on the app side performance is not satisfactory." The upcoming "Breaking mobile phone Taobao life Day" is such a counterattack. The word "mobile phone" will be Ali's concerns and strategic transfer revealed, whether the "all in the mobile dealer" layout, can only wait to see.

To build a platform, the formation of closed-loop, is the preferred development of domestic electricity business road, but whether it's a mobile-commerce platform or a "infrastructure for the development of China's business in the DT data age", there is a consensus that mobile internet will be the most valuable internet, and that mobile operators must be the most important area of the mobile internet age. The shopping logic of the mobile electric trader is distinct from the traditional PC electric quotient. Ubiquitous mobile networks will always be accompanied by shopping possibilities, while fleeting shopping impulses test fast and easy media production, product design, and customer experience. How the flow from the past to the king, the evolution of the mobile business required by the social king, how to convert the original user to fans, will be able to achieve the key to 020 chain.

This tick-tock taxi, quick taxi war, and micro-letter "Rob Red Envelopes", "care" and other waves of offensive, short time density. The emergence of such a free-for-all means that the mobile-electric quotient is still a wasteland, and barbaric growth is a short-term and important feature, with the establishment of rules and the formation of systems. But since the prologue has been opened, the future of the play will be more exciting, believe that "everyone will soon feel, receive the 2014 change." "Xu Ming | Text

Xu Ming is editor of the Harvard Business Review New media director