Most recent phase H5 technology is pushed to the peak, a lot of people believed H5 can be the use of the letter public, replace the APP native apps, but what is? I from doing an objective analysis.
A native APP overall trends
To talk about whether the APP would be replaced by micro-letter, you have to go back and look at the whole APP growth, mobile distribution market report released as early as 2014, Baidu, Android market growth is slowing, dividends are disappearing.
And objective view tools APP development was bottlenecked saturation tools do APP is done. The rest of the APP is built around content production with social networking and news APP, and this is the test business potential energy.
Conclusion: now, APP development, in order to get into a pure tools and intelligent hardware or line the opportunity to combine the APP does not exist, followed by content-type APP require strong operational capabilities. So in this case, we're discussing first is utility class APP can migrate to the micro-credit services,? the second type is the content of this type of operation can be migrated to micro-credit services,?
Second, the native APP in four quadrants and micro-letters
Now from the user and open a four-quadrant frequency to discuss native APP, this quadrant represents the requirements that already exist, how many users here based on BAT matrix product line, we set off from the four quadrants to see micro-services, and the corresponding relationship.
Number of users, frequency: this type of APP is to BAT matrix product, is impossible in micro-credit services, BAT also will consider next BAT-level micro-letter service, company will not be born, must open up the Hill. So there is no chance.
User less low frequency: this type of APP is our common products that small is beautiful in the app store, some small creative products, the APP itself is not too big a chance, so I did not have the chance, to service. Because demand has been verified.
User less frequently: this APP is similar to take a taxi to the last drop, onsite laundry, massage and more. APP is also referred to as user take a taxi here compared to the reason for the decline is because the app and QQ BAT matrix products, taxi software is installed the number is small, compared to any other vertical service APP from the BAT matrix product is small. But this class APP has a opportunities is using micro-letter of service, put himself put to inside, for user provides service, such both saves has high of development cost, and reduced has high of user gets cost, imagine, now let user to to Gets a service and to download APP has more difficult, and now to push also main is let user scan micro-letter service, II dimension code, but if said to online Xia let user scan II dimension code download APP, this scene is very not reasonable of, Because the vast majority of scenarios without WIFI. Micro-credit services, there have been a lot of O2O services, hotel reservations, car washes, door-to-door service, and so on. But the app itself is on the one hand, micro purse took a taxi into the drop, as well as booking train tickets and airline tickets, and so on, O2O products compete with micro-there is a risk in the future, but currently don't have to worry about, you must first expand eligibility after the talk.
Vertical social products, this type of APP is inappropriate to do so in the public? the answer is micro-community itself is a vertical social networking APP, vertical social networking is essentially a forum, and the micro-micro-communities has been involved in many vertical are using micro-communities, public forum. Itself, but everything on the premise that the public has a very powerful impact, otherwise it is meaningless. When the volume reaches a certain scale of these micro-communities of users, you can immediately niaoqianghuanpao, such as the public, "Mermaid line VS vest lines", first in public, there is a huge fan of micro-communities, and then developed APP from the app. Micro communities only BBS, can extend functionality is not enough, and the user is not in their hands, it is investors don't want to see. Micro-communities can exist as a springboard, of course, also depends on whether the team had jumped out of the power.
Number of users, frequency: this type of APP are the basic tools APP, like any mobile phone factory will bring their own calculator APP, calendar APP, APP notes, alarm clock APP, the APP the user scale is almost even with the BAT matrix products is much more. But the APP is not high on the frequency in use, such as how often do people tend to use a calendar? but will open the app and QQ a day.
So I would like to address is that these have a certain user base but not high frequency migrating APP to app will work. So first discussion a feasible of is "prepared forget reminded" class APP, dang you has what need notification if has a service, can directly let you meet this needs is very good of, you only need into service,, then set prepared forget reminded on can has, but micro-letter team is very smart of, they also early found has this needs can achieved so do has a "voice reminded" for has sniper, the service, can directly through voice set prepared forget reminded, than any entered operation are convenient. This APP can do service, only a small minority, not all APP have the opportunity, if the native APP migration to the service number are discussed below, then how does APP will app design?
Third, the primary tools migrating APP to app, conditions of service
Here come from talk about user experience, native tools APP move to micro-credit services, what conditions are required.
Conditions, from the aspect of products must be at a more convenient, more efficient basis, such as "accounting software" active operation of this product, do not fit, because users use the app actually increased operating costs, but once a product's operation costs, it will die.
Primary action:
Original opening: find the APP for the mobile phone interface-> open APP-> directly corresponds to fixed position operation
Primary switches: layer switching-> operation Huawei executives of their entrepreneurial dreams
Micro-service operation:
Micro-credit services, open app search service or line-by-line found on the top->,-> clicks into service menu, or push messages link at the bottom to enter H5-> operation
Micro-switch, service:->*, from service users has the potential to jump out of the app, so you may need to switch to the micro-> micro top searches, or line-by-line, find public-> public->, click menu or push messages link at the bottom to enter H5-> operation
The second condition, according to the conditions of a launch, many native APP users active operation in micro-breaks of service, is the increased cost of operations, so migrating primary tools in this APP to app doesn't work, migrating native APP to app more is needed to meet user demand for passive, or "push is greater than the active" this APP may have a fighting chance.
Conditions, according to the limited launch app, this APP app open interface conditions must be met, push can be done, but similar WIFI assistants, cleaning memory service can't do, because the app does not provide the corresponding interface. But remind the class can, micro-services, offering 500,000 pushing customer service response times the specified user interface (when the APP pushes the cloud), as well as the user's unique OpenID for an interface, then you may be.
Conclusions: increased user costs native APP is absolutely not suitable for this type of access to micro-credit services. Primary tools APP migration services must meet, 1, to push the leading. 2, followed by the app interface conditions.
So some service, worth attempts to, does not necessarily can success but has must opportunities, voice reminded (micro-letter has do), mail reminded and reply (Tencent Enterprise mailbox has do), friends birthday reminded, major schedule countdown reminded, PM2.5 alert reminded, constellation shipped drive reminded, team collaboration push sent reminded, exercise reminded, water reminded, medicine reminded and so on itself consider, but to believes Tencent aspects not fool, must also in consider this aspects of service, products, in you do zhiqian to wants to clear you of accumulated resources whether enough ? Then if the app screen your circle of friends sharing links how to do? that is the real problem.
Conclusion:
Last summary, take force micro-letter service, and H5 technology can do three class native tool APP, first class is low frequency O2O service class, second class is to a public, for core of vertical social, third class is "push sent" logic of original health tool APP, and this class APP Tencent aspects has in to layout, due to cost not high, this three class are in little achieved.
So one thing to judge beyond apart from watching the trend, going back to specific scenes, although H5 rise, but a new technique to subvert, remains to be seen whether the user is in a real world scenario to bring higher efficiency, rather than speculation.
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