Break the 24-hour unspoken rule and create truly innovative apps

Some people describe the past 2014 as a good era for grassroots entrepreneurship in China. In the new year of 2015, the enthusiasm of Internet entrepreneurs is still increasing. Counting the entrepreneurial directions favored by entrepreneurs in 2014, mobile Internet applications undoubtedly gathered the most entrepreneurs. But in this era where "App innovation can only survive for 24 hours", do entrepreneurs still have a chance to create a different mobile Internet App? Let's take two popular apps as examples to see how they do it.

"Dayima" vertical sister community

If we conduct a survey and statistics on the mobile app installation situation of women, women's health management apps will definitely occupy a place among them. Dayima, as a representative of this type of app, was launched in 2012 and has completed its C round of financing, with a valuation of approximately US$200 million. This makes Dayima a model of mobile application startup products. Is the reason for its success simply because Dayima has opened up a new market?

But in fact, before Dayima, there were many menstrual management assistants in foreign countries, but these applications have always remained at the tool level and have stopped at this level. Dayima, as a vertical mobile Internet product, uses the "Sisters Talk" section within the app to allow many problems that women find difficult to talk about in daily life to be well discussed here. This has enabled Dayima to achieve "tool communityization", thereby improving user stickiness, creating value, and completing the evolution from tool to community.

Nowadays, it’s not just Dayima. Most vertical applications have their own communities. After all, mobile Internet is about traffic and retention rate, which makes the accumulation of social relationships particularly important.

Players' social circle in "Tianxia"

In addition to vertical applications, there is another type of application that cannot be ignored: mobile games. As we all know, online games can be regarded as one of the earliest industries to embed social systems. With the emergence of mobile Internet, the audience of mobile games has increased significantly, making the concept of player social circles in mobile games increasingly popular. For example, in the recently popular action mobile game "Tianxia HD", players can use the instant messaging function in the system to complete "world shouting", "gang communication" and "private chat with friends", share their experience in upgrading their mobile games, and expand their social circles in real life.

This form of using community to enhance game stickiness and extend the life of the game is not exclusive to Tianxia HD. According to research, the mobile game industry has entered a stage of explosive development, but the user churn rate has also become a major bottleneck restricting the development of mobile games. According to a domestic mobile game survey, the quality of game sociality has become a key factor, and more than 31.5% of players will leave the game due to poor sociality. Therefore, many game manufacturers have developed new ways of socializing within the app, and "socialization" has become the general trend of future mobile game development.

Looking at the entire mobile Internet application industry, socialization has penetrated into every sector. For entrepreneurs, adding instant communication functions to their products and building an in-app social circle can make them different from "other people's products" and make App innovations impossible to copy with their unique social circles.

In the context of the booming domestic cloud communication market, various manufacturers providing instant messaging services continue to emerge, and the instant messaging function is no longer a technical problem that entrepreneurs cannot solve. For example, RongCloud, the first domestic open platform that provides full communication capabilities, packages professional communication capabilities into API interfaces, allowing apps to easily embed mobile IM functions, thereby realizing a variety of professional communication capabilities such as network calls, IM, voice intercoms, voice conferences, video calls, and video conferences. The joint quality verification of more than 6,000 enterprise-level customers and 80,000 developers, coupled with RongCloud's free policy, has created a "zero threshold" for entrepreneurs to embed instant messaging functions.