Today, Huawei, OPPO, Vivo… Nine major manufacturers, the target is wechat!

Nine mobile phone manufacturers, including Xiaomi and ZTE, will hold a launch conference of the fast Application standard in Beijing this afternoon. According to the introduction of fast application ecological platform, fast application is jointly created by 9 manufacturers, using front-end technology stack development, native rendering, and has the dual advantages of H5 page and native application. Users do not need to download and install, and enjoy the performance experience of native applications. From the point of view of user experience, fast application and small application are very much the same, the competition between the two is very obvious. According to Hu Zheren, co-founder and CTO of Fluent, the current situation is that online traffic is tight and offline costs are expensive. Both fast applications and small programs are the product of huge market demand.

Wechat, a super APP with more than 1 billion monthly active users, is showing its momentum to dominate the world at a time when traffic is getting more expensive.

How scary is wechat traffic? With the help of wechat ecological flow, Pinduoduo can rise to the fore, beating Taobao, JINGdong unprepared; With the help of wechat, the new world can brush the screen again and again.

Tencent, of course, is also looking for ways to reap the dividends of its huge traffic. It’s bound to move someone else’s cheese.

Last year, wechat launched mini programs that not only reap the most app traffic, but also control user access. Before that, the mobile phone flow entry belong to hardware manufacturers and apple, and passive the cheese of millet, zte, huawei, gionee, lenovo, meizu, Nubian, OPPO, vivo these rivals in the mobile market together, will be launched quickly application standard, face to face with competition for small programs, has nine branches siege light roof.

Nine major vendors are teaming up to push faster apps against small programs

Today (March 20) afternoon the above nine mobile phone manufacturers will be held in Beijing fast application standard launch conference.

According to the introduction of fast application ecological platform, fast application is jointly created by 9 manufacturers, using front-end technology stack development, native rendering, and has the dual advantages of H5 page and native application. Users do not need to download and install, and enjoy the performance experience of native applications. The fast Application framework is deeply integrated into the mobile phone systems of various manufacturers to achieve seamless connection between user requirements and application services at the operating system level, improve user experience and application service conversion efficiency, and support desktop icon generation and other retention capabilities.

From the point of view of product characteristics, fast application positioning and micro channel small program is very similar, built-in micro channel small program also emphasizes the “at your fingertips”, “run out of” characteristics.

According to the 21st Century Business Herald, an anonymous mobile phone industry insider told reporters that the essence of kuaiapp is actually to counter small programs. While there is no clear data to confirm the impact of applets on app stores, hardware vendors must be prepared to avoid marginalization. “I’m optimistic about this alliance. Apps can’t be very heavy. All apps are getting lighter and lighter. Fast application should be said to be the manufacturer’s initiative to compete for the market and revenue of wechat.”

From the point of view of user experience, fast application and small application are very much the same, the competition between the two is very obvious. Hu Zheren, co-founder and CTO of Fluent, said in an interview with 21st Century Business Herald that the current situation is that online traffic is tight and offline costs are expensive. Both fast applications and small programs are the product of huge market demand.

Quick application PK small program

In fact, as early as last year, Xiaomi launched “direct service”, Gionee launched “Second open app”, meizu also launched “quick app”, which is similar to wechat mini program, users do not need to download and install, the point of use. However, helpless is that this kind of passive counterattack in the face of small programs and launched the application, has been tepid.

So, this time, nine mobile phone manufacturers to join the fast application, and small program battle?

The advantage of fast apps is that, based on the operating system, they are closer to users, making it easier for users to trigger fast apps and running faster.

Compared with wechat, Kuaiapp does not need to install an App. You only need to have a machine that supports the standard of Kuaiapp (you don’t even need to change your phone, you only need to upgrade and replace the system firmware) to use Kuaiapp. Moreover, Kuaiapp can be launched directly from the system desktop.

The number of mobile broadband users, or 3G and 4G users, of China’s three major carriers totaled 1.13 billion at the end of 2017, data showed. Even with a 60% market share, the top nine have more than 600 million users.

Still, it’s hard for quick apps to beat small apps.

On the one hand, there is an irreversible tendency for users to distribute applications. With 1 billion monthly active users, wechat has formed a huge flow field effect. With the launch of wechat mini-games represented by “Tiaoyitiao”, the cumulative users of mini-programs reached 400 million in December 2017.

On the other hand, the advantage of small programs also lies in the scene bonus brought by wechat, while fast applications are difficult to create scene bonus, and there is no social advantage.

A sore loser

In the face of powerful small programs, the nine major mobile phone manufacturers have opted for a common cause, because the battle for dominance in app distribution is a battle they can’t afford to lose.

On the one hand, app distribution is an important source of revenue for mobile phone manufacturers.

Take the pre-installation of mobile App as an example. The legal Evening News quoted a manager of a search software Marketing Department as saying that each partner charged between 2 yuan and 5 yuan for each phone. In other words, if a mobile phone with 10 million shipments is installed with 15 pre-installed apps and users activate all of them, the revenue of mobile phone manufacturers will reach hundreds of millions of yuan.

In addition to licensing fees, many phone manufacturers also charge a certain amount of pre-installed App dividends. According to Sohu News, for pre-installed search software, mobile phone manufacturers will be divided according to the calculation of “thousand searches” : users use the search software to search a keyword 1,000 times, the software manufacturers will get 80 yuan in profit, mobile phone manufacturers and operators will get 15 yuan in dividends.

On the other hand, the current mobile phone hardware market has been a red sea, for mobile phone manufacturers, it is difficult to make money selling hardware, are seeking to transform to Internet services.

In 2016, 79 percent of Xiaomi’s revenue came from hardware and 21 percent from Internet services, according to the company’s recently disclosed prospectus. The hardware business had a net margin of just 2.8 per cent, compared with more than 40 per cent for Internet services.

Currently, Xiaomi is planning to expand the proportion of revenue from Internet services. In 2017, xiaomi’s hardware business is expected to account for 68.3 percent of revenue, and by 2019, the proportion of revenue from Internet services is expected to exceed that from hardware.

Every edited by He Xiaotao

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