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              咨詢:400-0422-112

              華為、OPPO、vivo…九大廠商聯合,目標直指微信!

              流量越來越貴的時代,月活躍用戶超過10億的超級APP微信正顯示出“一統天下”的氣勢。

              微信的流量有多恐怖?

              借助微信生態流量,拼多多能夠異軍突起,打得淘寶、京東措手不及;借助微信一二度人脈關系,新世相能夠一而再再而三地刷屏。

              當然,騰訊自身也在想法設法收割巨大流量帶來的紅利。這必然要動到他人的奶酪。

              去年微信推出了小程序,不僅收割了各大應用流量,還掌控了用戶入口。在此之前,手機流量的入口屬于硬件廠商和蘋果,于是被動了奶酪的小米、中興、華為、金立、聯想、魅族、努比亞、OPPO、vivo這些在手機市場競爭對手走到了一起,將共同發起快應用標準,直面小程序的競爭,頗有九大門派圍攻光明頂之勢。

              9大廠商聯手推快應用,對抗小程序!

              今天(3月20日)下午上述九家手機廠商就將在北京舉行快應用標準啟動發布會。

              根據快應用生態平臺介紹,快應用是由9家廠商聯合打造,使用前端技術棧開發、原生渲染,同時具備H5頁面和原生應用的雙重優點。用戶無需下載安裝,即點即用,享受原生應用的性能體驗。

              快應用框架深度集成進各廠商手機系統中,可以在操作系統層面實現用戶需求與應用服務間的無縫連接,提升用戶的使用體驗和應用服務的轉化效率,同時支持生成桌面圖標等留存能力。

              從產品特性來看,快應用定位與微信小程序十分相似,內生于微信的小程序也強調“觸手可及”、“用完即走”的特點。

              據報道消息,一名不愿具名的手機行業人士告訴記者,快應用的實質其實就是為了對抗小程序。雖然現在還沒有明顯的數據,證實小程序對應用商店造成了沖擊,但是,硬件廠商必須要防患于未然,避免被邊緣化。

              “我還是比較看好這次聯盟的,APP不能做特別重,所有的應用都在越來越輕。快應用應該說是廠商的主動出擊,去爭奪微信的市場和收益。”

              從用戶體驗來看,快應用和小程序的相差無幾,兩者之間的競爭意味非常明顯。流利說聯合創始人兼CTO 胡哲人在接受記者采訪時認為,現在的狀況是線上流量吃緊,線下成本昂貴,無論是快應用還是小程序,都是龐大市場需求的產物。

              快應用PK小程序

              其實,早在去年,小米便推出了“直達服務”,金立推出“秒開應用”,魅族也推出了“快捷應用”,它們與微信小程序相似,用戶無需下載安裝,即點即用。然而無奈的是,這種面對小程序的被動反擊而推出的應用,一直不溫不火。

              那么,此次,九大手機廠商聯手的快應用,能夠和小程序一戰嗎?

              快應用的優勢在于,基于操作系統,它離用戶近,更方便地讓用戶觸發快應用,運行速度也快。

              相比微信,快應用不需要安裝App,只需擁有一臺支持快應用標準的機器(甚至連手機都不用換,只需要升級、更換系統固件),就能使用快應用,而且,快應用還能直接從系統桌面直接啟動。

              數據顯示,2017年底,我國三大運營商移動寬帶用戶(即3G和4G用戶)總數11.3億戶。即使上述的九大廠商只占60%市場份額,也有超過6億的用戶。

              ▲圖片來源:視覺中國

              快應用想要贏小程序依然非常困難。

              一方面,在于用戶對應用分發不可逆轉的習慣趨勢。坐擁10億月活用戶的微信,已經形成了巨大流量場效應,隨著“跳一跳”為代表的微信小游戲上線,2017年12月,小程序累計用戶達4億。

              另一方面,小程序的優勢還在于微信帶來的社交賦予的場景加成,而快應用很難創造出場景加成,也沒有社交優勢。

              輸不起的手機廠商!

              面對強大的小程序,9大手機廠商選擇了“同仇敵愾”,因為應用分發的主導權之爭是一場手機廠商輸不起的戰爭。

              一方面,應用分發是手機廠商收入的重要來源。

              以手機App預裝為例。《法制晚報》曾援引某搜索軟件市場部門經理說法稱,每部手機的每個合作方軟件手機廠商收費價格在2元到5元之間。也就是說,一款出貨量達到1000萬部的手機,如果安裝了15款預裝App,用戶將其全部激活,手機廠商收入將達到上億元。

              除了授權費,很多手機廠商還會收取一定的預裝App分紅。據搜狐新聞,對預裝的搜索軟件,手機廠商會按照“千次搜索量”計算分成:用戶使用該搜索軟件搜索某個關鍵詞達到1000次,軟件廠商會獲得80元的利潤,手機廠商和運營商就會分得15元的分紅。

              ▲圖片來源:視覺中國

              另一方面,目前手機硬件市場已是一片紅海,對于手機廠商來說,賣硬件很難賺到錢,都在尋求向互聯網服務轉型。

              最近披露的小米招股說明書顯示,2016年,小米的收入組成中,79%來自于硬件,21%來自于互聯網服務業務。硬件業務的凈利潤率僅為2.8%,而互聯網服務業務的凈利潤率則超過40%。

              目前,小米正在計劃擴大互聯網服務業務收入比例,2017年,預計小米的硬件業務的收入占比為68.3%,預計到2019年,互聯網服務業務的收入占比將超過硬件收入。


              金山彩票
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