Mobile Internet Era Also Looks At The Internet Era Traffic To Death

From PC Internet In the transformation to the mobile Internet, the original traffic economy is gradually losing its effectiveness. What follows is how to build a new business system around the scene. What guidelines should be followed in the construction process? The following is an article sharing by Duan Xu, a co-founder of the small technology company, which provides experience for every entrepreneur.

　 Why? flow Mode, damn it?

Traditional Internet based traffic based business models seem to be failing on the mobile Internet. In the era of PC Internet, the average daily income of millions of PV is not enough to earn money. It is a shame to support a team that is not alive. In the mobile Internet era, it is a matter of pride for a million live APP to support their families and maintain a balance between profits and losses. The reason for Baidu's explanation is: "advertising is calculated on the basis of area, so the traffic mode will naturally depreciate on the mobile Internet." It is also based on this judgment that Baidu's mobile Internet strategy is "not enough quantity, people head together", we can not produce a phenomenal super APP, but I have dozens of second-class APP. However, in the dispute over the entry of mobile Internet, the second class APP have no force to return to the super APP before being pushed to the N screen, becoming a complete zombie application that users can not recall. This is the most direct reason why Baidu lagged far behind the other two in BAT - the strategic error of the mobile terminal and the lack of growth.

Banner ads are intolerable as a device with a single focus on time and high frequency fragmentation. If users dare to put advertisements on the main program interface, users will be able to run faster than rabbits. On Christmas Eve, you have to buy an apple if you cheat a girl. Let's talk about Maris Kris MAS. It's a simple and rude way to add users to the interface. The people who can do it will have nothing to do but hand cramp. Today, when a stool is intelligent, the business mode of traffic is so simple and crude. This is the reason why it is damned.

　　 From competition to competition

Compared with Baidu, which is relatively remote from users, Ali And Tencent have a deeper thinking in terms of ingratiate themselves with users. They understand that the principle of mobile users must be consistent with the principle of pushing users down, and that is to create a scene where she has reason to be pushed down. So they spent a lot of money in order to build a user to take a taxi and then pay for their scenes with their payment tools. The competition between dripping and fast is essentially a battle between Ali and Tencent in creating payment scenarios. Let's take another example of China's Internet proven business model - Games. Building the scene to let the big R pay the bill has already made the game designers know how to play. Let's see, if there are no carefully designed points of payment, and those scenes that are not constructed by human weakness, can the users pay so much from their pockets? When we are all Wang Sicong, we are rich and capricious.

At present, the mobile Internet occupies a leading position in China. The most essential reason for the unfamiliar street to get into Wall Street under the heavy encirclement of WeChat is that he helped users build a scene of strangers making friends with WeChat - about guns. While establishing its own intelligent hardware Empire, Xiaomi also has no time to forget to build a scenario where users can use millet phones to perform various operations. The success of Tencent game and its importance to the construction of social scene are deeply related to the impact of game. Ali has built Alipay's payment scene all the time through its own perfect ecosystem services. As the upcoming scene revolution says, the Internet is fighting for traffic and access, and the competition in the mobile Internet age is scenes.

　　 Contention scenes need to be covered, but clever methods are needed.

A successful APP must have its own methodology for constructing scenarios, but these methods will follow several core principles:

First, the process of constructing the scene should be natural.

360 the mobile guards will guide users to purchase traffic packets when they receive insufficient traffic alerts. This scenario is very natural for users to accept, and the mobile phone assistants of the same door keep pushing users all kinds of notifications about downloading applications every day. Therefore, the construction of scenarios should be logical and triggered by the conditions that users feel appropriate, rather than out of nothing. In an article recently published in WeChat's precise news service, it is mentioned that some people have been using some open messages such as SMS to help build the scene. It is also a natural form of marketing scenes that will not cause users to feel sick.

　　 Two, the more detailed the details of the scene, the greater the impetus for the user.

Ctrip used to cooperate with Pacific Insurance to sell flight delay risk on its APP, but there were not many buyers. The main reason is that the insurance purchase scenario built by Ctrip is not specific enough, resulting in insufficient impetus to users. Just imagine, when you buy a certain flight ticket, APP will give you the rate of up to 75% at the same time when you display the purchase button, and the user's purchase rate will not increase. Charles Dusig, the author of habit power, thinks that cue is the key link of habit training, and more specific content in the touch machine will help to strengthen the impact on users and the formation of habits.

　 Three, building the scene should make more use of external contacts.

As we all know, a cell phone with up to 80% of APP is usually not remembered by users. Therefore, even in the application, a perfect scene construction system is designed, but users do not use it voluntarily. These scenes will not affect users. In the mobile phone application environment, there are a lot of contacts that can be used for scenarios. Location information, notification bar messages, and short messages can be used as contextualized contacts. Text messaging is the most thorough content which is the most abundant content of scene contact. You can use bank account SMS to easily build an installment payment scenario. You can use the air ticket message to build a destination hotel. You can use the electricity and coal bill SMS to build a mobile payment scenario, so that users can get the habit of paying with Alipay or WeChat. You can easily think of a lot of scenarios by turning over your text messages, but these scenes are not being built and wasted. Everyone is still fighting for the entrance of the mobile Internet. However, the major mobile phone manufacturers and super APP have begun to act. Lenovo's latest address book products have been installed on the scene SMS, providing the situational service for them is the start-up company's small source technology. Their cooperative development plan with the manufacturers has been in the second half of the year. This shows that in 2015, in the trend of the slow growth of the smartphone market, vendors are keen on providing better user experience and better building their own O2O closed loop services.

Bloodthirsty sharks can always smell the faint smell of the sea, and the strong Haiyan can always feel the storm coming. In this rapidly changing IT circle, only with keen insight can we adjust our posture when the next wave comes. Otherwise, even the invincible giant ship may be overturned. The era of PV based traffic has passed, and the era of scenario based SceneTouch has arrived. If giants still remain complacent and do not learn to embrace scenes, it will be a matter of minutes before the waves are on the beach.