On the early morning of September 22, Zhang Xiaolong announced the "small program" in the circle of friends, that is, the WeChat application number previously proposed. "Small program" is a new form of application that can be used without downloading, making the application "touchable" . The "small program" has officially started testing, which is also reminiscent of Tencent's app store Po. At the site of the Tencent Cooperation Conference on the 22nd, Applied Po announced the deepening of “application +†and the introduction of artificial intelligence technology. It also pointed out that “contents and services that are within reach†are directly distributed. WeChat "small programs" and application treasure "application +" narrow road meet, Tencent's deployment is worth pondering.
Mobile Internet brings the prosperity of the mobile application ecosystem. App is showing explosive growth. More and more people are investing in mobile entrepreneurship. But with the disappearance of the demographic dividend, the situation of developers is now becoming increasingly difficult. Where are the new opportunities? This is a problem that has long plagued developers. The application forum organized by the General Assembly Application Po may have given the answer.
At the same time behind the upgrade, the application of Po and WeChat thinking about what?At the WeChat open class event in January this year, Zhang Xiaolong threw out the concept of “application numberâ€. In his opinion, the original intention of the WeChat public number is not to disseminate content, but to provide services. “We are discussing a new form. , called the application number. Users pay attention to the application number, just like installing an app."
Coincidentally, after the 2015 Tencent Global Cooperation Conference, Applied Po released the "Apply +" strategy. It plans to extract the content and services in the App through experiential distribution and direct distribution, re-organize the presentation, and deliver it directly to users. One year after the "Applied +" strategy was officially launched, Application Po announced that it had fully upgraded its application + strategy again and proposed a new "robot distribution" model. WeChat's "Application Number" applet has also opened its mystery.
According to Zhou Tao, general manager of Tencent's mobile application platform, this year's application forum, in the past, when users searched for a “taxi†through the use of the treasure, only apps like Drip, Uber, etc. would appear, but after the robot distribution function was added, the new droplet robot was applied. Baozhong can directly provide a one-click taxi service. And even more powerful is that users can talk to robots through voice. After the droplet robot is awakened, it will automatically appear in the list of application robots, waiting for the user to use it again.
From a product point of view, whether it is a new application + strategy or application number, in fact there is not much difference between the two, the core idea is to directly apply some of the less high-frequency applications to the user after the platform is embedded . Tencent aims to better connect content and services with users, and hopes that all users' behavior will stay behind Tencent Empire . This is also a strategic embodiment of Tencent's "Connecting Everything," and the logic behind this is worthy of our deep thinking.
Although the mobile application ecology is still very prosperous today, the data shows that from 2013 to 2015, the traffic obtained by the Top100 application increased from 61% to 69%, and the trend of traffic aggregation towards the head application becomes more and more obvious. This means that Newly-entry developers have had a hard time getting users and traffic. Li Zhen, founder of Tiger Sniffing Network, said: "Now our mobile application has entered an era when there are a large number of applications that cannot be discovered and spread. Our common task today is to fight the Zombies."
With the tiering and refinement of mobile Internet user groups, users' demands have begun to become more vertically subdivided, and applications related to pan-life services are currently in an eruption trend. According to the application of Bao's big data, there are no super giants in the life-related fields such as children, education, living, and wealth management. Developers still have a lot of room for development. It is also based on this that developers still enter the market with their servants. Users' demand for such products is also rising, but the paradox is that the high cost of acquiring customers is still an unsolved problem. Developers have a good service but it is difficult to stand out.
Fortunately, there is always some good news behind every bad news. For these startups, App is often a means of presentation. What they really need to distribute is still services and content. Numerous developers have started to use the WeChat public number as the main channel for obtaining customers. Wechat, with high-frequency social attributes, naturally has this advantage. The App Store is also aware of changes in users, and began to try to allow users to reach content or services in order to be able to have a closer relationship with them.
Although many developers have achieved success, but from the overall perspective, Baidu direct number, application treasure application +, pea pods list, UC lightweight applications these exploration does not basically have any major changes to the situation of the developer's current situation, they The main problem is that developers often get long-tailed users through the platform. There is no way to achieve effective retention. The Baidu direct number helps merchants to drain large numbers of customers through search. However, these customers still have a huge challenge in using these long-tail services next time. After all, compared to opening “Mobile Baidu-Search†and directly opening the App Although the latter is more low-frequency, it looks more convenient.
Perhaps it is precisely because of the seriousness of these issues. Tencent chose to upgrade its applications and WeChat at the same time, and hopes to solve the previous difficulties in order to be able to connect content services more closely with users. As for whether the application of Po and WeChat can solve this dilemma, it is not yet known that the products at this time have just been introduced, but for developers, this may be a new opportunity.
Reaching the same goal but using Po and WeChat to represent Tencent's two legsNo matter if “App +†or “Application Number†is backed by Tencent, this tree has Tencent's unique social relationship chain. Developers can not only get support from the platform, but their content and services will also be able to communicate with Tencent. The relationship chain further spreads, eventually achieving improvement in coverage and reputation. In the era of smart and big data, users can use the data of hundreds of millions of users of the Tencent platform to make portraits of users and distribute them in various scenes, and finally achieve accurate delivery of content services.
From the previous layout of Tencent in other areas, it is usually not a leg walk. As with the headline contention for today’s content portal, Tencent’s dual insurance strategy with Tencent’s news client and daily express, Tencent's core instant messaging area is also the Wechat and hand Q go hand in hand, as for the game that need not elaborate. Therefore, it is not surprising that Tencent’s use of both Po and WeChat is at the same time to better connect developers and users.
Strictly speaking, the use of Po and WeChat is essentially no difference in helping developers . Both parties hope to make the application as light as possible and allow users to enjoy content and services. Developers will also have very little difference in the services they provide to users on Po and WeChat. However, the difference in the use of WeChat and the use of the treasure scene, for Tencent can not be ignored.
Compared to WeChat, the application of Po may not be a high-frequency application. Even after the application of Po launched the “Apply+†strategy last year, it broke the app’s information silos, allowing users to directly access excellent services and content, and ultimately make the users of Po valuable. Viscosity has been greatly improved. However, the application of the gene of Bao's own product has long been decided, and this can only eventually become a product with a strong "search" attribute.
App is actually a product that satisfies the needs of users. In essence, it is service. Therefore, for Application Po, whether it is a new application + strategy or a new model for robot distribution, the application of Po is more for the distribution of services and content. This is the same as the search engine approach, helping users find what they need. Application + is a more direct distribution of the massive traffic based on the application Po mobile search to the traditional service industry. Application Po hopes to stick to businesses and developers with traffic, and then gradually cultivate the user's spending habits, and finally complete a closed-loop ecosystem.
The launch of WeChat application number is more to enrich its own scene, through the construction of a new service distribution system based on H5, and ultimately achieve WeChat's ambition to connect everything. This system is based on WeChat's social relationship chain, emphasizing active subscription and personalized push. It is essentially a fan economic thinking.
The former can directly bring developers scarce traffic and user resources, while the latter emphasizes management, but developers can better achieve the precipitation of their own users. Application Po is to achieve content distribution through precise search, while WeChat builds user stickiness based on social relationships. The difference between the two platforms has already determined the differentiation of products.
At the Microsoft Bulide conference at the end of March this year, Microsoft’s current CEO, Satya Nadella, stated that “in the future, robots are applications and artificial intelligence will enter our lives.†It is not just Microsoft that sees market opportunities. Facebook's chat robot M, Apple's Siri, Amazon's Echo, and Google's Google Now are all evolving... Many popular chat applications, such as Kik, LINE, Telegram, and Slack, have also added robots to their programs.
Nowadays we can already book hotels, use AA bills, make appointments with doctors, and purchase movie tickets through WeChat. With the upgrade of the App Store, this will become a new entrance to experience all kinds of life services. For Tencent, almost all super-tech giants are thinking about how to better grasp the future, smart living robots will be an indispensable part of the next important scene. Tencent naturally is unwilling to postpone, and what products are most likely to be the entrance of virtual assistants, bringing the greatest support to virtual assistants, may still be unknown. The simultaneous application of Po and WeChat will be the safest way for Tencent.
In the next scene of application distribution, where will developers go?The current App market has reached a point of almost saturation. Although there are still a large number of new programs that are constantly being put into application stores every day, user acceptance of new applications continues to decline. "The App era is over, and it's time for the robot to debut . " This is a conclusion recently given by analysts at Citigroup. It is necessary to know that the growth rate of the robotic economy even exceeds the performance of the app economy in its early development stage.
Of course, this does not mean that the time has completely App past, like a lot of application functionality is lightweight robot still will not be able to achieve, users still need App. However, the future App will indeed be displayed in front of us with a brand new look. The new form of App will become lighter, easier to reach users, and better fit the service ecology. Application Po and WeChat are now using the new distribution model to tear down the entire mobile Internet rules and re-establish new rules.
If artificial intelligence is the next scene of the Internet, lightweight robots will undoubtedly become the next scene of application distribution. In the future, the user’s attention will probably not be on the App itself, but on the quality of the application content and the services it provides. It is very likely that in the future we will no longer have a full-screen App on our mobile phones. Instead, we will use various application numbers embedded in WeChat and various types of robots in our application.
This is a good news for App developers. Under the full support of the Super Portal, let users use your service instead of downloading an app at a very high cost. If your service is good enough, users will naturally not give up downloading an app or directly through the use of Po Android. The application number (small program) generates an icon directly on the desktop. This not only means that the promotion cost is drastically reduced, but also directly reduces the cost of maintenance and updating. This step-by-step approach may be more suitable for developers.
Interestingly, Apple is also aware of this change. In the new iMessage function of iOS10, a large number of functions in iMessage will need to be realized through the web form . We can already experience various chat application plug-ins through the chat window. Apple has created a new important market outside the App Store. Perhaps a new round of prosperity belonging to developers will really come this time.
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