Mobile Age

What are the implications of these features for the current industry giants and future industry disruptors? The answer is yes, and it is mainly reflected in two aspects: 1. Will you design the user experience on the “small screen”? The small, tailor-made screen on the mobile side offers new opportunities for newcomers to create new values ​​and experiences that are completely different from existing ones. We know that many of the big business is based on the PC-first idea, and based on the design concept: more and more information is loaded on the growing screen. Look at the fancy page on Facebook's web page and you'll understand that all kinds of birthdays, events, status updates, ads, chats, and more are flooding the page. But for companies like Facebook, because the screen on the mobile side is very small, it is very difficult to design the user experience on the mobile side. — you have no way to compress all the information into one, all on the small screen of the mobile phone. on. Conversely, for those emerging companies on the mobile side, as long as they design the user experience to be concise and interesting enough, they are likely to rise. Instagram, which was acquired by Facebook, is a good example: Instagram advocates a picture that is worth a thousand words, rather than stuffing a lot of information on a small screen. In addition to Instagram, the new mobile terminal has Foursquare, Path, Foodspotting, Banjo, Pulse and so on. All of these companies are focusing on the mobile side, in order to unearth a number of new users different from the PC side, and create their own brand. 2, do not play with you virtual: mobile can bring more, real trading and business In fact, whether it is a rising star such as Path, or social networking such as Facebook, the real core lies in how The mobile side makes money. Compared with the profit model we have seen on the PC side, the profit model of the mobile terminal may move in a new direction. Specifically, the key to profitability on the mobile side is to bring more practical and specific value to your users, your partner customers and merchants. Why do you say that? In the era of web 1.0, one of Google's tipping points came from its introduction of the "pay-per-click" advertising model. At the time, Google’s advertising model was a major breakthrough because its fees were based on users who were really interested in advertising. For advertisers, this means that they don't need to advertise on TV, paper, etc., but directly put the ads in front of users who search for relevant content. Moreover, merchants only pay Google for the number of users who actually click on the ad, which is a great optimization for evaluating the effectiveness of the ad. For these customers and businesses, Google's services make them spend money and value for money. In the Web 2.0 era, Facebook displayed ads based on user interests. This model has some similarities with Google's advertising model, that is, it is displayed to users with relevance, but it has been further expanded. Facebook knows what we like in our daily lives, what our friends like, because it collects a lot of demographic data about users, and the opportunity for advertisers comes. I believe that as Facebook further optimizes its own advertising model, its advertising business will further develop. Where is the innovation of Web 3.0? In the Web 3.0 era, the user experience has changed a lot, and this has brought new opportunities for advertisers. Now, not only can we use the social graph data on Facebook, we can also use a lot of real-time information about the physical world, for example, your current location, current weather conditions, traffic conditions, local businesses, nearby friends, You go to a certain place, or the frequency of a store, and so on, to advertise. For advertisers, this means that they are more likely to reach a deal with the user immediately, and this is based on real-world transactions. The existence of this kind of transaction also makes us start thinking about the question: If you can get an actual customer, why do you pay for the user's one-click behavior? This is a new opportunity for mobile advertisers, brands and merchants, and the Internet's original pay-per-click advertising model must also be improved and evolved. Here are two companies based on this advertising model: Waze and ShopKick. The Waze company provides users with social maps and GPS services. It can provide real-time traffic information and route navigation services, with more than 20 million users. And as users increasingly rely on Waze to find the fastest and smoothest route, Waze now also provides users with the lowest price and gas station information along the way. It can be said that the tangible value that Waze brings to users brings real trading volume to their merchants. ShopKick is an app that gamifies user shopping behavior in retail stores. Users can earn rewards by completing different tasks or requests. ShopKick is showing the fact that those retailers are more likely to spend more in-store than other users ——ShopKick interacts and increases engagement at the time of purchase The means did it. Similarly, the real value that ShopKick brings to users has brought real trading volume to their merchants. Finally, we can say that Web 3.0 demonstrates new possibilities and excites us. But in the Web 3.0 era, it's not that simple to get real profits by bringing real value to users. For those PC-first companies, copying their PC-side advertising platform to the mobile side is not the answer. The key to profitability through mobile advertising is also to shorten the loop of actual transactions between the entire user and the merchant. Companies that can really address this need will be big winners in the Web 3.0 era.