New trick to increase App user activity: free data flow

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If you ask a person in charge of operations, how to increase the user activity of the App? I think most people will say, hold activities within the App, hold activities, or push. Think about it carefully, are activities and push really effective? First of all, for an App user, you hold activities every few days, but you can't just let me recharge, register, and log in. The better ones will hold an iPhone 6 lottery, but there are few companies that dare to give away iPhone 6. Generally, the advertisements are very big, but when it comes to giving out prizes, most of them are insiders, or they have never given out prizes at all. Gradually, as there are more activities, users will no longer be interested in you.

Secondly, let's talk about push notifications. Baidu has a few articles about increasing activity. There are too many clickbait headlines. I clicked on a few of them and saw some COOs of some well-known App companies talking about making good products and positioning, but they didn't say how to make them good or from what angles. When it comes to push notifications, I think everyone will think of this scenario: when you just wake up in the morning, when you are in the car, when you get off work, there is a text message ring. When you open your phone, it turns out that a certain App has pushed you a piece of advice or news. If it is a push notification from a news consulting App, it doesn't matter. The key is to be afraid of non-consulting Apps, such as input methods. Before, because I used Sogou input method, I could receive vulgar news pushed by Sogou input method every day. You say that as an input method, you don't do the input function well, but you have to do the work of news consulting. Isn't it a bit of selling dog meat under the guise of sheep?

Of course, there are still many such apps. Some game apps, tool apps, and music apps will all be pushed a few times. If you go to the cracking forum, you will find out why so many people like green apps. It is because everyone has made the apps so badly. Some people may say that they still have a lot of users. That is because on the entire Internet, more than 70% of users are novice users. They don’t know how to crack and don’t understand what green apps are. If they are tired of the push, the consequence is that they will uninstall them decisively.

1. Free traffic increases App user activity

So, in addition to doing endless activities and push notifications, are there any good ways to increase the activity of App users, preferably from the user's perspective? Finally, after careful research, there is indeed a way, what is it? It is free data. When thinking of free data, I think the first thing that comes to everyone's mind must be the free data from operators. Every holiday or New Year, China Mobile, China Unicom, and China Telecom will organize some free data. I have encountered it several times, and basically never got it. Or I held a China Mobile number and saw that China Unicom was organizing free data activities, and I was anxious that I couldn't use it. Therefore, there are three disadvantages of operators organizing free data activities:

1. There are too many people and too little porridge , so ordinary users can’t get it at all;

2. The three networks are not integrated , and the loss of changing numbers is relatively large;

3. The fees are relatively high and there is no refund if you buy too much traffic.

For users, the high traffic costs make many App users reluctant to use Apps, especially some 3D mobile game users, who consume a lot of traffic, so many mobile phone users dare not play. I remember that when we were analyzing the user data of the Quick Shoot QR Code App, we found a pattern, that is, the traffic dropped sharply after the 23rd, and at the beginning of the month, the number of users and their activity would increase again. Faced with this phenomenon: at the end of the month, the download volume decreased, the activity decreased, and at the beginning of the month, the download volume and activity increased again. We were puzzled and contacted users one by one. After asking, we found out that at the end of each month, most users’ traffic was basically used up, so they had to turn off the traffic function, which led to a decrease in activity.

At that time, when we found this problem, we had no other options. Apart from improving the size of our own software and the loss of traffic, there was nothing else we could do. However, these efforts did not make much difference. Later, a traffic distribution platform suddenly gave me inspiration. That is, when the download volume and activity of our App decreased at the end of the month, I directly implanted the SDK of the traffic distribution platform in the App application and enabled the traffic gifting function, then my user activity would be relatively improved. How much did it increase? Data from App Which is Fun shows that the overall user activity increased by 16%. If the monthly activity is 1 million, 16% is equivalent to 1.16 million. Of course, this is also closely related to the App. If some Apps do not consume too much traffic, the increase in activity will not be very obvious. However, for some game apps and IM apps, especially some apps with large traffic, I think the increase in activity should be more than 20%, that is, the activity of 1 million can be increased to 1.2 million. Then, following the increase in MAU, the user's payment rate will also increase. These are the benefits that free traffic brings to App developers.

2. Create a new business model that benefits three parties

In addition to increasing the download volume and activity of App developers, free traffic can also help developers make money. This entrepreneurial direction is also a very novel point. However, apart from the three major operators, Mopin traffic platform and other third-party companies, there are few companies specializing in traffic management. In today's hot mobile Internet App, countless B2D (D is the abbreviation of developer) service platforms have emerged, such as those selling cloud hosting, cloud storage, cloud testing, and push push... Most B2D services are one-way, that is, the platform provides services to developers and developers pay. However, since most mobile Internet App developers are individual developers, data shows that individual developers account for 70% of App developers, and most individual developers are unable to pay, so this one-way B2D service can only be mainly for corporate customers.

At the same time, for App users, playing App requires consuming traffic, which is also a consumption cost. Therefore, many current B2D service platforms are only beneficial to one party, that is, the platform provider, for developers, platform providers, and users. The profit model based on traffic distribution is different from other B2D platforms. It is a three-party profit model, that is, users, developers, and platform providers can also make profits. Due to traffic needs, users can purchase traffic at any time and place, and can also transfer, sell, and trade the gifted traffic to other users. App developers who access the platform can not only give users traffic, increase the activity of App users, but also make profits by selling traffic. According to data, mobile games, communities, and three major operators, as well as traffic management companies such as Magic Products, such as Kuaidi Taxi, Touch, and Bubble, have cooperated with traffic gifting companies to increase user activity and increase revenue, while operators are limited by system restrictions and industry barriers:

1. It is impossible to connect to all users of the developer's application. The users may be from China Mobile, China Unicom, or China Telecom.

2. It is impossible to connect with all developers, especially domestic developers, who number more than 1 million. The huge number of developers makes it difficult for operators to cater to them.

3. Operators have a long processing cycle, which affects the progress of cooperation with developers. This also gives more market opportunities to third-party companies such as Mopin that operate traffic. At the same time, traffic distribution is also a new business model that benefits all three parties. This market is still in the blue ocean era, and there are still many entrepreneurial opportunities.

With the development of the current Internet+ trend, countless traditional enterprises are rapidly entering the Internet+ trend. The one-way business model that simply makes profits through sales services will have weaker and weaker advantages and will also face more industry competition. Only by truly starting from the needs and interests of users, themselves, and the industry, and creating a healthy ecological chain, can an enterprise truly develop rapidly and remain invincible.