In 2016, if you haven't heard of ar games, then you are not a competent netizen. Behind the global AR social frenzy caused by the foreign LBS+ar game “Pokemon Goâ€, more and more Chinese Internet companies have also announced their AR technology research results, officially launching their LBS+AR product distribution work. It includes giant companies such as Baidu, Tencent, Alipay, Sina, and UC.
At the beginning of the VR Spring Theory in 2016, the overwhelming paradox held that compared with VR, AR still needs to go through a longer waiting period, and its outbreak time must be later than VR.
After a lapse of half a year, the VR winter theory has quietly hit, and part of the value of VR has been confirmed by the joint witness of capital, entrepreneurs and consumers. But the number of devices that are limited by the entire market is still too small, which is far from enough to support a market of hundreds of billions of market size, and VR is in a silent period.
In contrast, AR, although he is not comparable to VR in virtual construction capabilities, but is steadily sought after by the market and users. Why? On the one hand, because AR's experience carrier can be used based on our commonly used smartphones, the experience of the device is large, and the experience threshold is low; on the other hand, Nintendo's "Pokemon Go" is on fire, this is in a month. The AR+LBS game, which has attracted hundreds of millions of people to carry out AR social carnival, has greatly promoted AR technology and made the AR market a gold mine that entrepreneurs and investors value.
In general, the reason why the Internet companies such as BAT, Sina, and UC are going to be LBS+ar games or AR products is that the AR market has a large space and the commercial value has been initially confirmed. Driven by products such as Pokemon Go, user acceptance is already very high, but the market's product reserves tend to be blue ocean. Whether it is from short-term interests or long-term strategic occupation of emerging commanding heights, AR is a A market worthy of entry, the LBS+ar game is the most cost-effective way to cut into this market.
Then, BAT and other Internet giants have different genetics. Their development strategies and development advantages are not the same. Do they have different purposes for LBS+ar games? The answer is yes. . Below, the author combines the development characteristics of BAT and other small giants to talk about why these Internet giants are getting together to do LBS+ar games!
Alipay: Strong push of social users are against LBS+AR or become a natural entry point
As a payment platform with hundreds of millions of active users, Alipay has no matter how good its valuation and market value in the financial sector. In this era of increasing user and traffic acquisition costs, Alipay will not want to be just one Social tools, and want to have more Japanese users.
This point, from last year's Spring Festival Alipay with the Jifu activities, greatly increased the activity of the entire platform, and promoted a large number of Alipay users to engage in a lot of social interaction, Alipay's ambition for social has been particularly obvious. However, Alipay's deep-rooted tool image, in the case of the three social products of WeChat, Weibo, and mobile QQ, is particularly solid, and it is not so easy to complete the social transformation through the influence of the Spring Festival.
As a result, Alipay has a new circle of friends in a certain version. This feature, which is very similar to WeChat, has been discussed by netizens and the media once it is released. Most of the opponents and ridicules. The result is obvious. Although Alipay has added a circle of friends based on the timely social chat function, Alipay's circle of friends has only one shape and no god. Later, Alipay has a campus diary that has been raging in the country for a long time.
In terms of a series of social functions, Alipay does not want to be limited to the field of tools, users do not want Alipay to push social, both of which are correct from their respective perspectives. But for Alipay, socialism can be said to be the key job of wanting to go one step further, and its heavy-launched LBS+ar game, "The Big Bang", may be that it is pushing social weakness. Later, the side promotes the important weapon of the entire ecological social transformation.
Why do you say that? LBS+ar games naturally have social attributes and are a new way of socializing scenes. This kind of social interaction is between pure online social and pure offline social interaction, which can greatly promote the user's interaction based on the consumption scene. On the one hand, the foreign "Pokemon Go" proves the value of the social experience of this kind of scene by quickly attracting the strength of 100 million users. On the other hand, it also cooperates with various offline merchants to promote the online users and offline scenes. The connection between the social forces led to the trading interaction of offline consumption scenarios.
Based on this situation, the LBS+ar game not only coincides with the entire “new retail†strategy of Alibaba, but also can realize the plan of pulling the output value of the offline consumption scene, and also can attract high popularity and active retention. Meet Alipay's social dreams, without letting users interfere. In this way, Alipay will not be beaten by users because of changes, but it can naturally grow its financial business steadily and directly enter the social field of the future scene. Why not?
Therefore, the author believes that from the perspective of Alipay, after pushing the social encounter again and again, Alipay has repositioned and re-started. The reason why Alipay will launch the LBS+ar game after pushing the social powerlessness is that Alipay also wants to promote social development: on the one hand, the existing attributes are steadily developed, and on the other hand, through future social methods. The natural way of playing games is to promote the socialization of its big platform.
Tencent offline consumption and soft-selling LBS+ar game back to the line
Recently, in addition to Alipay heavyweight revealed the news of its first LBS+ar game "Meng Pet Big Bang" is about to open, and soon after, Tencent's action in the LBS+ar game field was also exposed.
According to reports from many media: Tencent not only won the Chinese agency of Pokemon Go with Sina, but also owned three LBS+ar games in July-September. In the near future, Tencent also launched a high-profile AR open platform. Tencent's actions in the LBS+AR field are also quite frequent.
As a company that has developed in the game and in the social field, why does Tencent want to do such a thing? The underground nugget with huge merchants is undoubtedly also attracting Tencent's attention to LBS+AR. The core reason.
Although everyone knows that every company will have the genes of each company. For example, Ali is good at operating with e-commerce. Tencent is good at games and good at socializing. Baidu is good at technology and good at tools, but it is a must-see for future giants. The business opportunities also attracted the giants to occupy the commanding heights at all costs, and the burning of money was inevitable.
Behind the brutal O2O war, BAT has vigorously launched a big battle with mobile payment as the entry point. Now you see the Alipay payment and Alipay scanning Alipay promotion in many offline merchants, which represents the current mobile payment market position. Frankly speaking, Alipay has not only has many first-mover advantages but also has established its own moat. The WeChat payment is completely chasing after the identity of the future. Based on the strong social influence of WeChat, WeChat Alipay can pass Some marketing activities have greatly expanded the activation of users and activation of businesses, but how to improve the viscosity of payment, this has already encountered bottlenecks.
Under such circumstances, the LBS+ar game itself is playing the game ability that Tencent is good at. This product can perfectly connect various physical resources online and offline, and generate social interaction at any time. In line with Tencent's plans to increase its offline merchant resources and offline consumer big data acquisition. In such a situation, the LBS+ar game itself can be used as a kind of money-making game in the Tencent game department. At the same time, such a game can also drive the expansion of Tencent's overall social interaction elements, completing Tencent's line. Under the hunger of consumption, isn’t this a strategy to find a breakthrough and to take advantage of the commanding heights?
Therefore, what is certain is that Tencent has to obtain the Chinese agent of Pokemon Go at all costs, and on the other hand, it has tried the R&D work of LBS+ar games. This is because Tencent wants to be the shortest. In the meantime, I explored the AR demand of users in the Chinese market, and launched a LBS+ar game that meets the needs of the Chinese market as soon as possible. It has successfully become the Chinese version of Pokemon Go, and then drives the overall income and social viscosity to improve. The layout of the scene consumption.
Sina: The social platform that is going to die can get continuous topics by LBS+AR
Like the QQ number, in fact, Sina Weibo account is almost one of the Chinese netizens, but many people will not log in every day! After years of ups and downs, you will find that although Weibo is currently the most in addition to WeChat QQ. An important social platform, but its activity is followed by hot events, which actually falls into a strange circle of product development. (For example, the Wang Baoqiang incident, the Lin Dan incident, and the article seeing the incident on Monday became a matter of rapid increase in Weibo active users and discussion of topics continued to improve)
According to the third quarter 2016 financial report released by Weibo, Weibo’s monthly active users were 297 million, a year-on-year increase of 34%, the largest increase this year. In the third quarter, Weibo's total revenue reached 1.18 billion yuan, a year-on-year increase of 49%, and net profit increased by 156% year-on-year, far exceeding Wall Street analysts' expectations.
From the current operating situation, Weibo's ranking in the field of Internet giants has increased a lot. But if you look at the situation of Weibo's active users in recent years and the hot topic on Weibo, you will find that the activity of Weibo is closely related to entertainment and social hot events, even to a certain degree of dependence.
As a company with natural media attributes, the label of Weibo’s media and gossip media has quietly taken root in many people’s minds. It is also based on this feature of Weibo. Although Weibo relies on the gossip to break the news, it is not enough. However, relying on the user base and traffic technology of China's big market, Weibo's current development status is better than foreign Twitter. More than doubled.
But the most important thing is that since Weibo can become China's third largest social platform, its opportunities in the social field still exist. How to improve the activity and how to find a topic of continuous discussion is the key to the transformation and development of Weibo around its core business.
In this way, the microblogging giant is also difficult to understand with Tencent’s reason to grab the Pokemon Go agent at all costs. As a product that connects online and offline resources in real time and generates social interaction, LBS+ar game keeps freshness and discussion value all the time, not like TV dramas, movies, gossip events. Come and rush to go.
After "Pokemon Go" has generated a large number of cross-industry cooperation cases with foreign and offline merchants, in fact, if LBS+AR is launched by Weibo, because of the factors of cross-industry cooperation, it attracts more businessmen and industry professionals to carry out. Continuous communication and socialization, not only can help Weibo find the social future of the scene in the social commanding heights, but also greatly enhance the active users of the entire Weibo platform.
Therefore, Weibo has also become one of the most important Internet companies that value LBS+AR. In addition to these companies, some are due to genetic factors, some are due to timing factors, have also launched their AR products, and a large-scale development in the field of LBS + AR, the biggest reason is to use LBS + AR Consolidate their position in their own markets and occupy a dominant position in the new commanding heights in the future. I believe that in the future, as Alipay, Tencent and Weibo become more and more fierce in the LBS+AR field, there will be more giant companies involved, which will undoubtedly promote the development of LBS+AR products in China. Speed!
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