I. Advertising mode
Advertising mode: advertising mode is the most commonly used and most basic business model for moving app, and the content fee model corresponds。
One app may combine advertising and content-paying models, such as the exemption of members from advertising and non-member advertising, which we discuss separately for the time being。
1. Core resources for app in advertising mode
Content/application: app needs to have its own core content or application to reach a particular user's needs, thereby bringing in enough users to access user traffic. Attracting users to their own applications, charging the advertiser by paying the customer's attention and directing the user to complete the viewing, understanding (clicking), next steps (downloading, purchasing, submitting information, etc.)。
Users: app users are more valuable to advertisers than their content, as they end up with a change from app users to advertisers. When the user attributes of the ap are increasingly matched to those of the main target users, the advertisers are more willing to pay for the platform's ads
Branding: app deals with brand influence by creating its own positive brand image in its own business. Advertisers would be willing to pay for the brand influence of the platform, as brands represent a credibility that is equivalent to endorsements by advertisers using the ap brand. This is the same as tv ads, pc-end ads. It's like an ad that's more expensive than a local ad。
2. Key operational capacities
Content and user skills:
The central focus of advertising sales is user concern and transformation, so for apps to buy more advertising and more expensive advertising, efforts are made to improve the quality of their content/applications, expand their user base and create more high-quality user traffic。
High-quality users here are those who are more in line with the main objective of advertising。
Marketing/planning capacity:
While mobile advertising has become widely accepted by advertisers, it is no longer the same as when mobile advertising first appeared to be needed to drive market transformation. However, back to specific apps, both advertisers of brand advertisements and agents of impact advertising still require a strong marketing capacity to market their own advertising resources。
By contrast, it is easier to maintain customer relations for effect advertisements. The ability to plan projects and activities is more critical to brand advertising
Technical capacity:
A key feature of mobile advertising is that users can be precisely directed and the effects can be measured by data. Brand advertising has also become increasingly focused on the practical effects of advertising, rather than being stupid enough to pay for exposure。
On this basis, the ability of app to extract user attributes and browse paths, discover the real needs of users, distribute smart advertising based on a variety of factors, including smart terminals, operating systems, network profiles, application distribution platforms and real-time positioning of users, is particularly important。
Sources of income
Depending on the focus of advertisers on the effect of advertising requirements, the main types of advertising sales are: brand advertising, impact advertising, and union advertising, which correspond to ka clients (large clients), small and medium clients, and long-tail customers。
With the general interest of advertisers in the effects of advertising and the development of procedural advertising techniques, regardless of the size of the advertisers, advertisers of all types have begun to demand that apps be used to guarantee the effects of advertising。
Ii. App model
App applies its own realizations, with the following main models: paid downloads of game-type aps, paid modules (free + premium) in aps and content-based knowledge realizations。
1. Move app core resources
Content/functionality: whatever type of app, it is only by meeting a certain type of user's needs that it is possible to attract users and thus achieve value-added services through user use of app. User-responsive functionality is the primary prerequisite for attracting user focus, including but not limited to entertainment -- games, video-app, reading -- information, novels, app, etc。
Branding: as previously mentioned, branding is a derivative of moving app. His brand reputation is even more important when downloading pays for the app。
2. Mobile app critical operational capability
Excavation of user needs:
Mobile apps rely primarily on meeting certain types of user needs as the main selling point, and the choice of core users and the sense of user demand will directly affect the final presentation of the product and future market trends。
For example, members pay fees for the achilles video, which, in addition to free advertising, gives them rights to blue light clarity, duby sound, better viewing of films, etc。
Production of content:
After a clear positioning of the core users, product design is designed to translate demand into realistic products, attract the attention of users and keep product design up-to-date to improve user viscosity。
The more adhesive the user, the longer the use, and the deeper the functional experience, the greater the opportunity for fee conversion。
The content-paying model, which is more demanding of content than the advertising model, not only attracts users to app but also attracts strong interest in content。
Data mining capacity:
A large amount of user data is generated during the user's use of the app, which can serve not only as an important basis for product optimization and for identifying potential users, but also to help exploit potential paypoints。
3. Sources of income for moving app
The main profit patterns for moving app are download payments, application payments and application of internal advertising profits。
The three types of profit-making models are complementary and successfully moving aps, as in the case of the maze:
The game uses the “one dollar to pay download + pay in application” model as the main profit model. The user base is rapidly expanded through free downloads and value-added payments are made through the sale of props during the game. At the same time, the larger user base has enabled the game to attract a certain number of advertisers to advertise and to create complementary profit patterns. After a clear symbolic effect has been developed, new gates are released for use by users in the form of downloading fees。
The main modes of dealing for electricians are: b2c (business-to-user, shop-to-poo, kyoto, etc.), c2b2c (user-to-user, platform-to-user, double-capture, second-hand book), c2c (user-to-user, turn-over, free fish), c2b, c2m (user-to-business, user-to-man, man-to-man model, many pieces)
Core resources of mobile electricians
Group of smartphone users: largeMobile internetUser population is an important advantage in the development of mobile e-commerce
Services such as commercial and offline catering, entertainment, etc.: mobile e-commerce not only expands the market for existing internet producers, but more important resources lie in enterprises that can integrate below the line, and producers can recommend their services and products through mobile channels.
Sale of physical goods: users can purchase goods by moving end.
2. Mobile electrician core business capacity
Not subject to time, geographic limitation:
One of the greatest advantages of mobile e-commerce is that users have ready access to the services, applications, information and entertainment needed to make effective use of people's fragmented time。
Services are easier:
Mobile e-commerce is based on dynamic information about the location of users, the time of use, etc., which better enables individualized services for mobile users. At the same time, the process of integrating services has been made easier by making purchases through banks, telephone bills, applied fees, etc。
3. Sources of income for mobile electric operators
User-pays: users buy or subscribe to goods and services, such as coupons, through mobile applications。
Businessmen pay: they pay membership or commission fees to various channel platforms, etc。
The advertiser pays: the advertiser or brand advertiser in the application pays for the advertisement。
Iv. Business customization model
Typical are business models for b2b transactions such as authorized operating systems, authorized enterprise-level applications, local mobile navigation, mobile office applications, etc。
This model is typically a project contract system, whereby the manufacturer is authorized to charge the authorized party a fee based on the number, or the number of functions developed。
In recent years, the toc dividend has gradually disappeared and the tob has risen, with visualization technology being financed by $600 million to provide face recognition services for businesses such as paying treasures and banks。
Its core resources are the services that enterprises can provide, with core competencies such as marketing capacity, service research and development capacity, customer purchaser demand extraction capacity and income from corporate fees。
The tob business model appears more traditional and simple, but it is more difficult than the toc business。
The attention of users can be diverted, the purchases can be small quantities of items, can accommodate more services at the same time, and consumption can be driven more。
For enterprises, however, the limited services required, which are typically substantial payments, with little incentive to consume, make the services provided more demanding and the sellers face more competition。
