Foreword
A few days ago, one of my business outreach friends asked me, where are the users now and how to play mobile internet? This reminds me of the app project that i was in charge of (the project's product is the unified construction and planning of telecommunications conglomerates, the content filling and promotion in the provinces), when i understood that the operation was entirely “white”, that the product remained at the level of the traditional it project, that i had no internet experience of half a dime, and that i took part in the competition for a project manager within the company (later it became clear that no other person was competing, and i was alone)。
After a period of time, although “user indicators” are guaranteed by “non-” conventional means, i feel that i have insufficient knowledge of mobile internet products and operations, and at that point i managed to dig up the competition to take charge of the project (which was supposed to look at how others did it, and i followed it), after two to three months of observation that the real users did not increase, but the operating costs were rising, and then i slowly withdrew from the project group, trying to keep myself quiet and think about what mobile internet was。
Fragmentation
I believe that mobile internet only needs to understand the word “discretion”, with four manifestations: time, space, applications, channels。
Time, space debris weaponization
“space and time” is well understood by all, and is always everywhere. In the pc era, users have three peaks, from 9 to 11 a. M., from 3 to 5 p. M. And from 9 to 11 p. M. However, in the age of mobile internet, users are very dispersed and can be almost everywhere at all times and places because of the portable nature of mobile phones。
Since users often use media scenes in parallel, mobile phones are also available when watching television. The data show that the attention of the user is diverted in 15 seconds. This means that the media need to attract users within 15 seconds。
Application of fragmentation
Users now turn on their mobile phones to look for icons, so that “point-to-point” can meet most of the users' needs, and these stand-alone apps have become fragmented and the existing apps have largely covered most areas of life. According to the survey, 79 per cent of mobile phone access time for users is spent on applications (mainly social media, games, news and video applications), which basically meet users' needs, leaving to entrepreneurs the possibility of “interest” around users as a starting point, as well as the fact that many social apps are now also “circle” users (e. G., same, blasts, etc.), and i refer to micro-intelligence, neo-wave microblogging, etc., as “generic socialization”, which is characterized by a wide range of insularity and does not meet the user's deep needs. Under these conditions, more social products of interest have emerged, which i call “personal socialization”, so that the latter create links between people and services through mobile internet, rather than simply through the former. (personal perspective)
At the same time, as this “one-stop-and-one” user experience has spoiled users, who want to get their services quickly, there are also those who refer to the mobile internet as a “fast-selling” model. According to tns consumer surveys, chinese internet users do not like to interact with brands much, and the top three reasons why they interact with brands online are: saving time, saving money, taking coupons, making their days easier and making them more fun。
However, there are also significant differences between the different product categories, and the more consumers are willing to interact with the brand, the more they will study the product before buying it, such as travel, personal care, infant and child products, which also confirms the user's “point of interest” i mentioned earlier。
Mention here is made of the traditional internet “search engine”, the reason why the search engine is used as an entry is that, because the traditional internet does not provide users with the user experience of “in-situ”, we are willing to use the search engine on the traditional internet to search for “keywords” for our satisfaction. While mobile search has strong user needs, mainstream needs such as electricians, tourism, news reading, cell music, mobile video, etc. Are being diverted by a large number of apps. Cellular searches are not only diverted, but some of the excellent ap content is not searchable, and when users are unable to meet their needs through the already available aps, users will search, or users will download aps via the electronic market, rather than using mobile phones, so ultimately the user's “use habits” have changed, leading to a business model of traditional internet searches that cannot be extended to mobile internet。
Fragmentation of channels
As the mobile internet provides a “place-to-place” service, the personalization and diversity of users has increased, and the existing traditional media (e. G., several major newspapers, several television stations, several portals, etc.) are unable to meet the needs of existing users. Traditional media are not actually selling content to make a lot of money, and it is advertising that makes a real profit, and the reason the advertiser is willing to pay and the government is willing to support it is “impact”, which is the ability to spread the advertising owner’s claim to consumer channels。
However, mobile internets have thinned and reduced channels, making self-establishment more necessary, and if marketing is to target a particular group of people, it affects users in a smaller way. Now, looking back at the problem with the competitive project manager, who dug up through high-paying fees, i think the project manager used a traditional internet model, looking for a channel, then designing the content, and finally going into a burn-in mode。
The problem cannot be solved by mere diversion, because it cannot be equal to the number of users and the quality of the users is not assured, which leads to the fact that it is now more viable for enterprises to build their own channels, so that the construction of consumer scenes is the way forward。
Finally
The question of “what is mobile internet” is on my mind, and it may be true that it will never stop (for at least two years), and some of the information and views in this article are derived from the articles that i gather on a daily basis, and they come together through the sinking of that time, and i cannot say that i am right, at least i am trying。
In conclusion, i think it would be useful to think about some of the big environmental factors, in addition to focusing on information about its own technology, design and so forth。
