QQ old, micro-adult, Tencent's new darling in where? -IT information
For a generation who grew up in the Internet, change of Tencent products has seen times change, when $literal, generation-dominated QQ started "ageing", was born 6 years ago the mobile app coming of age, its where the next new favorite?
According to Tencent 2016 third quarter of latest earnings, as September 30, 2016, Tencent long yilai of QQ micro-letter "around mutual beats" lineup are ushered in dramatic of turning point: QQ in intelligent terminal of months active user number from two years Qian of 30% growth sharply fell to 1%, user number in 650 million around, and micro-letter and Webchat of merged active account number from two years Qian of 41% growth reduced for 30%, user number for 850 million around.
Contrast, micro-credit more than 200 million QQ users full .
QQ of old, not only performance in mobile end several tends to growth stagnation, in past of two years in, QQ months active account number, and QQ intelligent Terminal months active account number, and QQ highest while online account number, and QQ months active account number, other 4 a index of changes, also displayed has also of curve: as Tencent in PC times of ACE products, QQ are from its peak accelerated fell.
To QQ months active account for cases, the data has from two years Qian of 5% growth, turned for-3% of negative, in other words, dang micro-letter friends circle will QQ times of slip through the--60 Hou generation capture zhihou, $literal, and $literal most love of QQ friends circle--QQ space is fast "fall", and speed amazing-- two years, has has 40 million name QQ user gave up has himself of QQ.
▲ As the $literal and after the standard communication tools, QQ in the mobile era already looks old
Compared to the old and QQ, has licensed mobile social leader in micro-letter product has entered the "adult time".
Adult not a year, cash payment capacity of key products. Third quarter of 2016, micro-circle of friends has doubled total number of advertisers, while Tencent in media income, effect pay-per-click advertising revenue has grown from 1.5 years ago and only 10%, quickly grew to about 30%; in other words, the proportion of Tencent's brand advertising revenues are significantly reduced, from 1.5 years ago, 90%, reduced to the current 70%.
In fact, Sohu, Sina, NetEase, traditional Internet portals such as advertising revenues significantly reduced the cause. Than by clicking on pay-for-performance, app friends ads based on user interest characteristic of "portrait", targeted delivery, although only put in one article a day, but those renditions of brand advertising, pay-for-performance natural have to favor advertisers.
Micro-adult, body started becoming "bloated". Tencent to minimize the app "weight" at the same time, have to look for other ways, attempting to micro-letter "lose weight."
In addition to next upcoming open the app can access the APP the app small procedures, shunned the path of commercialization of micro-letter QQ in the infinite expansion of the year--QQ space, QQ-mail, QQ game, QQ music, reading, QQ browser QQ QQ tornado, QQ pinyin, QQ video, Assistant, QQ QQ synchronization buy ... ...
Consider to phone terminal calculation capacity of limitations, micro-letter commercial more used has "cardiopulmonary bypass" of way, on like micro-letter phone this enjoys independent is APP program as as, Tencent next to building of micro-letter paid ecological, active gave up has micro-letter body cycle mode, even intends to avoid has electric business paid this a war more stalemate of exclusive market (difference Yu paid treasure), and will micro-letter paid business extended to line Xia from convenience shop, and restaurant to supermarket of "full based facilities business", Greatly extends the radius of Tencent services eco.
▲ Puberty app is busy "reap profits", began to become more and more unwieldy, faced "slim" pressure
Even so, Tencent also cannot sit back and relax. Just as in order to develop mobile email APP (app),, MA encouraged internal competition results with three team PK, QQ and micro-letters today "around each other go", is also one of Tencent sell competitive strategies for the future-- better offense than passive defense; internal PK than outside a super "killer" good .
In ecological layout of Tencent the industries of the future, a larger network is quietly under the cloth. Tencent's future media empire is concerned, Tencent is opening a new internal PK model, such as launching two different news products--company news client and every Flash APP, the former and traditional media converge, who wished he could search the world media excellence all band together to "Penguin" command, even in terms of regional media, Tencent has already started the layout.
▲ Penguin started as the future layout of the media empire, is also used by about internal competition each other pacing modes
Tencent's future products "beloved" where is it? QQ old, micro-adult, how to capture and after the 00, stranger stranger stranger mainstream social networking does not support, Snapchat and Instagram will inevitably become "over the Huai River of Orange" acclimatized, who can determine the next social networking Star products will come from where?
QQ老矣，
微信成年，
腾讯的新宠在哪里？ - IT资讯
对于成长在互联网的这一代人来说，腾讯的产品更迭见证了时代变迁，当70后、80后主宰的QQ开始“衰老”，6年前诞生的移动产品微信步入成年，腾讯的下一个新宠在哪里？
根据腾讯2016年第三季度的最新财报，截止2016年9月30日，腾讯长久以来的QQ微信“左右互搏”阵容正迎来戏剧性的转折点：QQ在智能终端的月活跃用户数从两年前的30%增长大幅下滑至1%，用户数在6.5亿左右，而微信和Webchat的合并活跃账户数从两年前的41%增长率降低为30%，用户数为8.5亿左右。
两相比较，微信用户比QQ用户整整多出了2个亿。
QQ的老态龙钟，不仅表现在移动端几趋于增长停滞，在过去的两年里，QQ月活跃账户数、QQ智能终端月活跃账户数、QQ最高同时在线账户数、QQ空间月活跃账户数等其他4个指标的变化，也显示了同样的曲线：作为腾讯在PC时代的王牌产品，QQ正从其巅峰加速跌落。
以QQ空间月活跃账户为例，该数据已经从两年前的5%增长率，转身为-3%的负增长，换言之，当微信朋友圈将QQ时代的漏网之鱼——60后一代捕获之后，70后、80后最喜爱的QQ朋友圈——QQ空间正在快速“陷落”，而且速度惊人——两年间，已经有4000万名QQ用户放弃了自己的QQ空间。
▲作为70后和80后的标配沟通工具，QQ在移动时代已经显得老了
和QQ的老态龙钟相比，已经执移动社交牛耳的微信产品也已经步入“成年时代”。
成年不成年，关键看产品的现金兑付能力。2016年第三季度，微信朋友圈广告主总数已经翻番，而腾讯媒体收入中，按点击效果付费的广告收入已经从一年半前的只占10%比例，快速增长到30%左右；换言之，腾讯的品牌广告收入所占比例正在显著减少，已经从一年半之前的90%，减少到目前的70%左右。
事实上，这正是搜狐、新浪、网易等传统门户广告营收大幅减少的原因所在。比起按照点击效果付费，微信朋友圈广告能够根据用户的兴趣特征进行“画像”，有针对性投放，虽然每天只投放一条，但比起那些硬生生的品牌广告来说，效果付费自然更得广告主青睐。
微信成年后，体态开始变得“臃肿”。腾讯在尽量降低微信“体重”的同时，也不得不另辟蹊径，试图为微信“减肥”。
除了下一步即将推出的打开微信就能访问其内生出APP的微信小程序外，微信的商业化路径开始规避当年的QQ体内无限扩张模式——QQ空间、QQ邮箱、QQ游戏、QQ音乐、QQ阅读、QQ浏览器、QQ旋风、QQ拼音、QQ影音、QQ同步助手、QQ团购……
考虑到手机终端计算能力的局限性，微信商业化更多采用了“体外循环”的方式，就像微信电话本享有独立是APP程序一样一样，腾讯下一步着力构建的微信支付生态，主动放弃了微信体内循环模式，甚至有意避开了电商支付这一战火更胶着的专属市场（区别于支付宝），而将微信支付业务扩展到线下从便利店、餐厅到超市的“全方位基础设施业务”，从而大大延伸了腾讯服务的生态半径。
▲步入青春期的微信也忙于“收割利润”，开始变得越来越臃肿，而面临“减肥”压力
即便如此，腾讯也不能高枕无忧。就像当年为了开发手机邮件APP（微信前身），马化腾鼓励内部竞争，结果三个团队一起内部PK一样，今天QQ和微信的“左右互搏”，也是腾讯为未来卖单的竞争策略之一——主动进攻总比被动防守好；内部PK总比外面出现一个超级“杀手”好。
在腾讯未来的产业生态布局中，一张更大的网正在悄悄布下。以腾讯的未来媒体帝国而论，腾讯正在开启新的内部PK模式，比如推出了两个不同的新闻产品——腾讯新闻客户端和天天快报APP，前者和传统媒体衔接，后者恨不能搜罗天下自媒体英才全数啸聚于“企鹅号”麾下，甚至在区域自媒体方面，腾讯也早已开始布局。
▲企鹅号媒体帝国开始为未来布局，也同样采用了内部竞争的左右互搏模式
腾讯的未来产品“宠儿”在哪里？QQ老矣，微信成年，如何捕获90后和00后，陌陌的陌生人社交还不能支撑主流，Snapchat和Instagram难免成为“逾淮之橘”而水土不服，谁又能断定下一个社交明星产品将出自何处呢？