Abstract The mobile search market has inserted several players obliquely: Sogou bears the mission of Tencent; Ali sent sentinel UC, launched Shenma search; 360 low-key launched "360 search", all kinds of "subversion" speech is very rampant. Mobile search suddenly became a fragrant, everyone knows that it can’t beat...
The mobile search market obliquely inserted several players: Sogou carried Tencent's mission; Ali sent sentinel UC, launched Shenma search; 360 low-key launched "360 search", all kinds of "subversion" speech is very rampant. Mobile search suddenly became a scent. Everyone knows that they have to fight forward. In my opinion, behind the crowd is the three-dimensional Internet competition in the mobile era. The ability to link "services" has become a barrier to competition.
Stereo competition in the mobile era
In the past, the competition focus on the PC side was more of a circle, and the user's interaction mode was keyboard + mouse. We need to open the computer to link, then open the browser on the Internet, you need to chat to open QQ, the standard is very clear, each has a label, so everyone has accumulated their respective moat.
After 20 years of development, the ecology has also become more stable. Everyone has divided their respective territories. Through the connection between people and information, people and goods, and people, the three giants of BAT have been established, and they have tried each other, but they cannot Inciting. It can be said that the competition at this time is more of a plane competition and a competition in two dimensions.
In the era of mobile Internet, in this era of end + cloud (sensor + big data), the situation has undergone dramatic changes. In the "Internet Trends Report 2014" published by Mary Meeker, the Internet Queen, the word "remodeling" was repeatedly mentioned.
On the end, always-on mobile phones, sensors can collect and feed back information in real time, and then use the cloud (big data technology, etc.) to truly understand the user's needs. Incidentally, this is also an important reason why everyone is investing in wearable devices.
In this context, an application that can interpret requirements through information and then distribute the requirements and package them is important. Many times the most expensive is the data, especially the data that the user actively triggers. After decoding, the data benefits far more than the consumption at the time of stay.
And this is the strength of the search company, so in the era of mobile Internet, Baidu, Google showed an advantage.
Here is a data, Google's ARPU value on the mobile side can reach about 40 dollars, 6 times that of Facebook and 20 times that of twitter. In other words, in the mobile side, the value of the search is much higher than other applications such as social. This is also a positive feedback from the market on the value of mobile search.
Imagine that you used to open various websites and apps for shopping and information consumption. Now, a search app can be implemented. In addition, "breaking shell search" and "light application" realize "an application, all covered". . From this point of view, this search APP is no longer a search, but a service-driven "helper" and "housekeeper" with great imagination.
For example, you don't need to say to him: "Sweep me the ground" or "Cloth the clothes for me." When he sees the problem, he will naturally clean it up. And because of the tacit understanding of the cooperation, so what do you like to eat, what underwear to wear in one or three five will help you get it. Once this habit is formed, the dependence will be strong and the substitutability will be greatly reduced.
That is to say, the competition in the back tends to be three-dimensional, and simply giving users information, social and merchandise is not enough, and everyone tends to integrate. This is the "one-stop service" that many people advocate.
It can be seen that the current competition has turned from a plane to a three-dimensional, and everyone is invading each other's fields. Whether it is WeChat launching "WeChat small shop" or Baidu's perfect payment system, opening up a closed loop of consumption, proposing a "linker and service" strategy, and even Ali's access to hydropower payment service for Alipay, these are all adding to the "service" system. .
Service: the key to mobile competition
First apply a famous saying: "The user wants a hole in the wall, not a hammer." With the development of technology, the mobile Internet is constantly moving closer to this goal.
If it is a tool, then you may be replaced by other tools at any time, and if it is a service, then the meaning you occupy is not the same, Ali is typical, in order to move Alipay from tools to services, struggling The power of the two tigers.
The same is selling, you do a street shop, whether you are selling food and clothing, whether it is hot pot or biscuits may replace you, and if you open the sea fishing, then you are selling not only food, but More is a service, and this service has high barriers and user identification.
And before, search is a traffic distribution game, users come here to find the information they need, then leave, need to buy things, come to Ali to buy things, buy and leave. In the mobile era, search has undergone qualitative changes. Everyone found that search can also be "not searchable."
After so long, we can see that everyone's competition is more focused on the construction of “service barriersâ€. For example, if you see a good-looking dress and use a mobile phone to take a shot, you will realize the jump, including the price, style, etc., and also place the order in seconds and minutes. This is not an illusion.
The inventor of Ethernet, Metcalf, proposed a law: the value of the network will grow in proportion to the square of the number of network users, thus creating a "winner-take-all" market. The gap between the market first and second is very large, and growing. That is to say, now that everyone's competition points are back to an origin, the essence of everyone's play is the same, then who dares to let other people relax and develop?
From the above point of view, the mobile Internet competition is a marathon race. BAT needs to build an ecology. It is building ships, not taking tickets, because they are also part of the ecology. With the continuous establishment of the ecology, how can BAT become the water seller in the gold rush, provide basic services, and then output the “service†experience in this core, which will become the key to future competition.
"Connected" magazine in the famous "Web is dead, Internet eternal life" in the article reads: "We are gradually abandoning the open and free Web, looking for a simpler, more fashionable, more comfortable service. "And this is why humans continue to make progress, and we also look forward to better service."
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