Micro applet hidden Zhang Xiaolong how scenario planning-IT information
Zhang Xiaolong in the circle of friends yesterday shows a photo and let "micro letters applet" after 2 months after the return to the public eye, bursting from a technical perspective the small program of infinite possibility, technology media once again possessed by the Conan-like clues from the little program on ecological reasoning.
Everyone in the endless excitement, speculation and anticipation, split out the two schools of thought:
In favour of sent: "small program" actually is micro-letter improve has itself for HTML5 of characteristics support capacity, open has more of system calls, support more platform compatible, and provides has rich of framework, and controls and system calls capacity, including does not limited to: framework, and views, and various based controls, and table single, and multimedia support, and map, and canvas, and WebSocket, and data storage, and location information, and equipment information (including system information, and gravity induction, and compass,), can replaced at least 80% of Native App, it is pioneering new directions.
The opposition: "applet" and use the concept of application and reference light with Baidu, Ali lives, Java Applet, iPhone/iPad light in the iMessage application the same, the Giants have already had been "micro letters applet" is Zhang Xiaolong in the fried rice, BA do well t are gone.
Two schools of thought is different, however, I do not think Zhang Xiaolong who love fried rice, and can't be speculation based on the technology of "micro letters applet" changes in the future.
"Micro-small program" will lead to what kind of change? Alone is a Super Web app? Or is it just everyone on your mobile in order to save some space?
Is certainly not the case.
In fact, both, Jingdong these e-commerce site Taobao, or headlines, Sohu and other content aggregation platform and Services Web site, the United States Mission to the life to the last drop, are faced with a problem, that is where their visitors come from? Their visitors what?
Content platform, through the share button at the bottom of the article with URL links, use traffic analysis tool (Network Alliance, QLik or their components) can be roughly described their contents being who watched, who through the content and download them.
But in fact, according to the RadiumOne report: global 70% shares are in "monitor" complete, 80% clicks from "cannot monitor the channel" sources of information, only 23% is on Facebook, Twitter, Instagram, WeChat and other social networking platform.
In other words, headlines, Sohu the hot content syndication platform, they monitored the information sources and spread the crowds are minimal, and in 2016, Q2 after months living up to 800 million, 800 million users on the app side content to them in Exchange, diffusion, and APP downloads in the case of unknown ice bottom.
And only the product page of the chain's e-commerce platform, is on the product page of the 800 million users sharing behavior mirrors.
In practice, however, these 800 million users, and China's more than 1 billion users to share content and their behavior, is the demographic bonus disappears, the Internet entered the new normal, all products must be concerned about users experience upgrades and deep zoom key to user groups.
The above 70% "unable to monitor traffic", we call it "dark social" (dark social), first proposed by Alexis Madrigal column in the Atlantic.
"Micro letters applet" wild hope, must also be in this. For first generation Internet Super APP Zhang Xiaolong, the "dark social" (dark social) silent flow under the iceberg, micro-letter to seize the important weight of the traffic Internet platform of the next generation.
As early as 3 years ago, Zhang Xiaolong in an interview with the business value when it comes to micro-what is: "How do you use micro-signal determines the app for you, what it is. "Perhaps also reflected his app became all moods.
"Dark social" (dark social) mining , in addition to the Wall Street Journal, the Economist and other foreign content platform has been in exploration, in Facebook Messenger, and Adidas WhatsApp and Line on social networking platforms, such as the establishment of the so-called "Tango Squads" community, 100-250 people in each community, members in 15 key cities worldwide, Dominated by active social APP users 16-19.
Move, is Adidas on dark social of exploration, through specific to people of flow unit, it can understand target consumption groups of mainstream consciousness, and from deep social in the, got FB, and WS platform cannot prison heard of hand information (user on products of play photos, and not foreign released of products comments,), these information due to in private in the for, compared shallow layer social of information more reliable.
Compared to "micro letters applet" is not just "links" on the phone's home screen as easy, and micro-letters to form like Tango Squads community aggregation is much easier. Platform for e-commerce, content, Live services, "micro letters applet" there is room for imagination.
For electric business : assumed through "micro-letter small program" electric business platform established himself of aggregate outside chain, undoubtedly can great expand "user smell", through on 800 million user share a pieces commodity of behavior, forecast next user of consumption to, even different age layer of user mentality, and they of consumption grade, on electric business for may is has been cannot get of break commodity to platform again to people of huge barriers of important means.
Platform for content : the content platform is more positive, with more traffic is captured, wealth of content will be amplified, once passive delivery of waste, in the second, three and even four times after exposure arising from sharing data-sharing became more precise crowd-oriented initiative to launch.
Judging from overseas , the Wall Street Journal, the Economist and BBC has realized the value and Facebook, whatsapp social APP built into the appropriate plug-in, and optimize content and delivery people.
Service for life : in drops, for example through the sampling of click on Services applet, as well as users of the services share in the app and control integrated into the shared keyword links, what is not difficult to get users interested in advertising in the drops, and provides benchmarking for drops brands.
Can to drops drops to revelation of is, United Kingdom of career bike TeamSky also is using similar of "small program" do with such of thing, they put RadiumOne development of technology Web site shortened service (URL Shortner) and share controls integration to himself of content Hou, formed a detection keywords, and phrases of "small program", as long as by all and content for interactive on will was records down, find not to himself cooperation partners of TeamSky through analysis found, Music and car are its audience in the dark social channels favourite topic of conversation, and that is leading to a Jaguar decided to Team Sky contract.
So, think of micro-opening screen page of a person looking up at the huge moon face, "micro letters applet" what can I do? What is the ultimate goal? Perhaps, lurking in the dark side of the Moon "dark social" is Zhang Xiaolong's next objective, also let the app finally become all purpose.
微信小程序，暗藏着张小龙怎样的情景规划 - IT资讯
昨天张小龙在朋友圈秀的一张照片又让“微信小程序”时隔2个月后回归公众视野，炸裂的程序员从技术角度解读着小程序的无限可能，科技媒体则再次柯南附身般推理着小程序对生态带来的蛛丝马迹。
大家在无限的兴奋、揣测、期待中，分裂出了两派观点：
赞成派： “小程序”其实是微信提高了自身对于HTML5的特性支持能力，开放了更多的系统调用，支持多平台兼容，并提供了丰富的框架、控件和系统调用能力，包括并不限于：框架、视图、各类基础控件、表单、多媒体支持、地图、画布、WebSocket、数据存储、位置信息、设备信息（包括系统信息、重力感应、罗盘等），能够取代至少80%的Native App，简直是创业的新方向。
反对派： “小程序”以及即用即走的概念和提法与百度轻应用、阿里生活、Java的Applet、iPhone/iPad的iMessage里的轻应用等如出一辙，巨头们都已经早就提过了，“微信小程序”不过是张小龙在炒现饭，BA都做不好T肯定也没戏。
两派观点各有千秋，不过，我相信张小龙不是个爱炒现饭的人，而基于技术的探讨也无法揣测“微信小程序”将来的变化。
“微信小程序”将带来什么样的变化？就单单的是一个超级Web app？还是只是为了给大家手机节省一些空间？
肯定不是这样。
其实，无论是淘宝、京东这些电商网站，还是头条、搜狐等内容聚合平台，以及滴滴、美团这样的生活服务网站，都面临一个问题，就是他们的访客到底从哪里来？他们的访客到底是怎么样的？
对内容平台而言，通过在文章底部设置带URL链接的分享按钮，通过流量分析工具（网盟、QLik或自己开发的组件）可以大致描绘他们的内容被谁看了，谁通过这些内容下载了他们。
但实际上，根据RadiumOne的报告显示：全球70%的内容分享都是在“无法监测的”渠道完成的，80%的点击来自于“无法监测的渠道”的信息源，仅有23%是在Facebook、Twitter、Instagram、WeChat等社交平台完成的。
也就是说，头条、搜狐这些国内热门的内容聚合平台，他们所监测到的信息源和内容扩散人群其实是微乎其微的，在2016年Q2微信月活达到8亿后，8亿用户在微信端中对他们内容的交换、扩散，和APP下载的情况更如同未知的冰山底部。
而只有商品页外链的电商平台，更是对这8亿用户的商品页分享行为雾里看花。
但实际上，这8亿用户，乃至整个中国10亿以上的用户分享的内容和他们的行为，正是人口红利消失，互联网进入新常态，所有产品必须关注用户体验升级和深耕细化用户人群的关键所在。
这高达70%以上的“无法监测的巨大流量”，我们称之为“dark social”（暗社交），由Alexis Madrigal在Atlantic的专栏中首次提出。
“微信小程序”的野望应当在此，也必须在此。对于成就第一代互联网超级APP的张小龙来说，“dark social”（暗社交）下依然静寂的流量冰山，正是微信抢占下一代互联网平台流量的重要砝码。
早在3年前，张小龙在接受《商业价值》采访时也曾谈到微信是什么：“你如何使用微信，决定了微信对你而言，它到底是什么。”或许，也能从侧面反映他对微信成为一切的心绪。
对于“dark social”（暗社交）的挖掘，除了华尔街日报、经济学人等国外的内容平台已经在探索外，Adidas在Facebook Messenger、WhatsApp和Line等社交平台上也成立了所谓的“Tango Squads”社区，每个社区100-250人之间，成员分布在全球15个核心城市，以16-19岁的社交APP活跃用户为主。
此举，也是Adidas对暗社交的探索，通过具体到人的流量单元，它能够了解目标消费群体的主流意识，并从深层社交中，拿到FB、WS平台无法监听到的一手信息（用户对产品的玩法照片、未对外发布的产品评论等），这些信息由于在私密中进行，相比浅层社交的信息更为可靠。
相比，“微信小程序”绝不是就把“链接”放到手机主屏上那么简单，而微信要形成类似Tango Squads社区聚合更是要容易得多。对于电商、内容平台、生活服务，“微信小程序”都有无限遐想的空间。
对于电商：假设通过“微信小程序”电商平台建立自己的聚合外链，无疑能够极大拓展“用户嗅觉”，通过对8亿用户分享某件商品的行为，预测接下来用户的消费走向，甚至不同年龄层的用户心态，以及他们的消费品位，对电商来说也许是一直无法释怀的打破商品到平台再到人的巨大藩篱的重要手段。
对于内容平台：对内容平台更为利好的是，伴随着更多的流量被捕获，内容的价值将被放大，曾经被动投放的无用功，将在对用户二次、三次乃至四次分享后得到的曝光数据分享后，成为面向更为精准人群的主动投放。
从海外的情况来看，华尔街日报、经济学人，以及BBC已经意识到这一价值，并在facebook、whatsapp等社交APP中植入了相应的插件，并不断优化内容和投放人群。
对于生活服务：以滴滴为例通过对点击服务小程序的采样，以及用户对该服务在微信上的分享情况，并把关键词控件整合到分享链接中，也不难得出用户对哪些产品在滴滴上的广告投放感兴趣，并为滴滴品牌合作提供参考范例。
能够给滴滴以启示的是，英国的职业自行车TeamSky也正在利用类似的“小程序”做着这样的事，他们把RadiumOne开发的技术网址缩短服务（URL Shortner）和分享控件整合到自己的内容后，形成一个检测关键词、短语的“小程序”，只要受众与内容进行互动就会被记录下来，找不到自己合作伙伴的TeamSky通过分析发现，音乐和汽车是它的受众在暗社交渠道比较热衷的话题，这个发现也最终促使捷豹决定与Team Sky续约。
所以，联想到微信开屏页一个人仰望巨大月亮的正面，“微信小程序”到底能做什么？它的终极目标是什么？或许，那潜藏在月之暗面的“dark social”正是张小龙的下一个目的，也是让微信最终成为一切的目的。