Internet Business Thinking

Chapter 13 Internet mobile battle - shopping is within a square inch (4)
In the future of mobile search, content sources will be more fragmented, and Baidu Search's web crawler technology will continue to be upgraded to adapt to different content sources such as Weibo and social networks.From this point of view, Baidu has an advantage in technology, but the advantage of 360 is that its main business is not search, and its promotional point is not to be interfered by commercial interests in search.Baidu's main business is search, and the pressure of capital to make money makes it have to rely on various advertisements, which is its weakness.

The author believes that for companies that are interested in making a difference in the mobile Internet industry, it is definitely not enough to design some apps on the mobile terminal to complete the task.Enterprises must have an overall view, and be the first to form an entrance with real customer stickiness.In view of the development of the mobile Internet, enterprises must break away from the inertial thinking of the PC end and establish an operation team that truly faces the mobile end.Tencent's WeChat is a good example of innovation.And when you need to make a purchase, you must choose a good time to make a purchase, so as to form a more reasonable purchase price.Not every company has the opportunity to succeed in popular fields such as games and social networking. Some subdivisions that some teams pay close attention to are also a good choice.

(Section [-]) "Landlords" are fighting fiercely, let's take a look at the new tactics of "outsiders"

The browser market in the mobile Internet industry has long been popular, and in the first group in the browser market, Oupeng is the only foreign joint venture. It is trying to attract more for itself by exploring a new model of traffic management. At the same time as the user, the traffic fee sharing from the operator is obtained.

We must admit that the mobile Internet has great market prospects, just as Song Lin, General Manager of Opera China and General Manager of Oupeng said: "The future of the mobile Internet is beyond doubt. At present, 10% of searches come from wireless, and various application development platforms It is also booming, mobile advertising, especially mobile video advertising in the future, will definitely usher in an explosion after the rise of mobile video." But it is undeniable that at present, apart from games, no company is profitable from mobile Internet business .

In addition to traditional business models, mobile Internet companies need new business models, and Oupeng is exploring.

Transformation from To B to To C

Oupeng is the Chinese brand of Opera browser. The Opera browser was founded in 1994, headquartered in Oslo, Norway, and entered China in 2006.Oupeng browser was released in August 2011. By the end of 8, the cumulative number of independent users exceeded 2012 million, with an annual growth rate of over 500%, ranking among the top three in the Chinese market.

In 2002, Opera recruited 2 interns throughout Asia. Song Lin, who was a junior student in the Computer Science Department of the University of International Business and Economics at the time, got the opportunity to intern at Opera's headquarters in Norway.After graduation, Song Lin stayed in Opera as a matter of course.

Four years later, Song Lin, who was only 4 years old, was ordered to return to China and founded Opera China.In that year, there were only a few employees in Opera China; in that year, the significance of the existence of Opera China was only as a research and development center.

Song Lin began to try to cooperate with Chinese mobile phone terminal manufacturers. Opera China was no longer satisfied with research and development, and began to provide browser solutions for partners like a software company. "At that time, mobile phone brands such as ZTE, Lenovo, Sony Ericsson, and Nokia were our customers, and the browsers in many smart TVs and car computers were made by Opera, but they were not labeled." During this period, Opera China Continuing the business model of the headquarters, through this To B (To Business) business, it has developed rapidly.

However, with the advent of the economic crisis in 2008, all walks of life around the world have been impacted, including terminal manufacturers including mobile phones and smart TVs. In 2009, Opera's global To B business was affected. Opera realized that it should vigorously expand its To C (To Customer) business, and China is the core area for Opera to develop its To C business.

To operate the To C business, the first difficulty Opera faces is the issue of qualifications.Because in China, foreign manufacturers cannot obtain an Internet license, and without an Internet license, they cannot do Internet business (this is why Google withdrew from China), so Opera must find a Chinese company to establish a joint venture.Therefore, Song Lin single-handedly facilitated the cooperation between Opera and Telling Communications, and the two parties formally formed a joint venture company in August 2011.Song Lin said: "China is the only region in the world where Opera adopts the form of a joint venture company." In this case, it is equivalent to that Oupeng is an independent company, and Opera manages Oupeng through the form of the board of directors.

The door of China's mobile Internet was finally opened to Opera. At the end of 2011, Opera officially launched its first Chinese brand mobile browser.

As we all know, the mobile Internet has long been the hottest industry, and the browser industry, which is the entrance to the mobile Internet, is a red sea. As a rare foreign-funded enterprise in China, the competition that Opera faces is of course extremely fierce. The user advantage brought by it also needs to bear the financial resources from giants such as Tencent and Baidu, as well as the advantages of Internet channels.As Song Lin said: "For Oupeng, the biggest challenge is undoubtedly to compete with the giants. The browser industry is full of giants - if a giant is a browser. But we are also used to it, because Opera has always been competing with giants around the world. Competition, such as Microsoft, Google."

It is also because of this fierce competition that Song Lin chose Telling Communications, which is in the mobile phone distribution business, as a partner. The pre-installation of mobile phones has become a strong advantage of Oupeng.

The trend of traffic management

For any mobile Internet company, once it has a sufficient number of users and gained a firm foothold in the industry, the next thing it needs to think about is profitability.

Like other browser companies, Opera's current business model is mainly traffic sharing and advertising business. As Song Lin said: "It's traffic monetization, put a URL navigation on the browser homepage, put a search platform, and then directly submit to these websites. Just pay."

But the difference is that Opera is trying a new model of traffic management, sharing profits from operators.

For mobile Internet companies, the so-called traffic management is a business model in which they cooperate with operators to launch customized mobile traffic packages, bring a lot of traffic revenue to operators through their own products, and finally share profits with operators. .Song Lin believes: "Traffic management is an interesting way. There are user needs and operators' promotion, so it is valuable. As a large traffic user, browsers are very natural to do traffic management."

In this way, for operators, they get more traffic revenue, just as Song Lin said: "All operators are talking about traffic management." Telecom and China Unicom are moving faster, and China Mobile also has special projects Do this; and for mobile Internet manufacturers like Opera, traffic management can not only rely on this traffic service to attract more users (especially in the case of China's current high traffic costs, this kind of traffic service is more beneficial to users Attractiveness), on the other hand, the traffic fee sharing from operators should not be underestimated.

At the end of 2012, Opera announced that they will provide mobile operators with a new method of webpage access authorization, that is, their subscribers do not need to implement rigid monthly or annual webpage access packages, they can choose temporary webpage access authorization, For example, for an hour, a day or just access to social networks such as Facebook and Google Plus.The name of the service is called Opera Web Pass.Users can no longer worry about paying for expensive traffic packages. They can use Opera's cheap and flexible web browsing service on any mobile phone at any time. Of course, users can only enjoy this service if they use Opera's own browser. One serving.As Song Lin said: "Opera has made various attempts around the world, using various methods to sell, by traffic, by market, by usage habits, by applications, etc., although it has just started now, but in the future this This form will blossom all over the sky.”

Although this kind of Web Pass service cannot be used in China due to the special operator environment, Oupeng has also started to try traffic management in China. At the end of July, Oupeng launched the activity of "Saving Traffic and Sending Call Charges". Users can get a certain proportion of traffic and call charges after consuming Internet traffic through the Oupeng browser and reaching a certain threshold.Song Lin also admitted: "Oupeng is actively exploring traffic management business with operators, and more in-depth cooperation results will continue to be launched."

Online Business Tips
Traffic management will become a trend in the future, and many companies began to try the traffic management model in 2013.

In May 2013, Sohu Video and China Unicom launched a monthly subscription activity of "Unlimited Video Viewing". Unicom users only need to spend 5 yuan per month to customize the "Sohu Unicom Edition" package, and they can watch Sohu Video for unlimited time and unlimited traffic.

In mid-July, Guangdong Unicom and WeChat announced the cooperation to launch the "Wo WeChat" product, which combines traffic and mobile Internet services in packages.

(End of this chapter)