As the transformation towards entertainment accelerates, why doesn’t NetQin take off its helmet?
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After nearly 10 years of development, NetQin's traditional security business has gradually sunk to the bottom with the continuous expansion of the company's territory, while new business lines have continued to grow and surface, especially the already developed entertainment business line, which has great room for imagination. Entertainment is an important direction of strategic transformation Under the wave of pan-entertainment, every company is looking for new outlets in the entertainment business. With the increasing popularity of touch-screen mobile phones, mobile phones have become an indispensable part of people's lives. Various forms of entertainment based on mobile phones are emerging in an endless stream. Videos, music, games, desktop wallpapers, live concerts, live beauty shows, etc. on PC can all be presented on mobile phones in a more flexible way. NetQin, which has always been rooted in the mobile terminal, also smelled the breath of entertainment. In 2012, NetQin announced the acquisition of Feiliu shares. According to NetQin's latest financial report, Feiliu games have expanded rapidly in the domestic and overseas markets, and the revenue of mobile games has increased by 76.7% year-on-year. In addition, the mobile social video live streaming business of Xiuse is also growing rapidly. Shi Wenyong, founder, chairman and COO of NetQin, revealed that Xiuse Show is currently the number one show service on mobile terminals, with more than 23 million users, and its revenue has accounted for 20% of MVAS's revenue. Seeing the unlimited imagination space for entertainment products in the future, NetQin launched the entertainment business line as a new strategic line, and integrated Weile dynamic wallpaper, music radar, etc. under Xiuse, establishing an independent sub-brand "Xiuse Entertainment", including four products: Xiuse Show, Xiuse Music Radar, Xiuse Lock Screen and Xiuse Desktop. "Our strategic focus will be on the integration of internal resources in the entertainment business, the realization of user value, and the exploration of new mobile business models with external partners." Shi Wenyong introduced that NetQin will revitalize and connect the existing entertainment products of NetQin Group with highly overlapping user groups, cross-promote with its own resources and user channels, and achieve win-win results with external resources and high-quality channels. For example, it can cooperate with offline and online platforms with high-quality beauty resources, and export the beauty resources on the show to offline brokerage companies, event companies, advertising companies, performance columns and other channels. Therefore, the two product lines based on Feiliu Games and Xiuse Entertainment constitute the current entertainment landscape of NetQin. Although Feiliu Games has already established a firm foothold in the market, Xiuse Entertainment has just started, and competitors are entering the market one after another. "How to improve competitiveness is what we are thinking about," said Shi Wenyong. Enterprise mobile security is a blue ocean market NetQin's paid mobile security model is no longer suitable for the usage habits of domestic mobile Internet users. According to NetQin's latest financial report, NetQin's personal consumer mobile security revenue has declined. NetQin has already focused its personal security business overseas, while making deeper layouts for enterprise mobile security business. It can be seen that mobile security, as NetQin's basic business, is still one of NetQin's foundations. NQSky's subsidiary NQSky has already extended its reach to major well-known enterprises and government departments, and even to the military industry. According to NQSky's latest financial report, the revenue of its enterprise mobile application business was US$46 million, a 33.6% increase from US$34.4 million in the same period last year. NQSky's NQSky EMM mobile management platform has become a designated procurement product of the central government, and has been successfully selected into the terminal security management equipment product selection and procurement list of the "Central Government Procurement Agreement Supply". A product development expert at Guoxin Lingtong once said, "Network security has become a serious issue that no government department, enterprise or institution can ignore. In particular, the development of mobile Internet has exposed mobile security risks to the overall security planning of the organization." Guoxin Lingtong is committed to building a mobile security system that includes mainstream mobile terminals and covers a variety of mobile application scenarios. A study by Symantec, an American software company, shows that the average economic loss to enterprises due to mobile security issues is as high as $429,000 each year. As enterprises continue to move towards mobility, enterprise mobile security has become increasingly prominent, and with it comes an untapped blue ocean market. Yesterday, NetQin launched its latest strategy, the N+Q Blueberry Strategy, which consolidated the original scattered business lines into two parallel lines: the blue technology business line and the berry entertainment business line. The technology business line includes mobile security, mobile enterprise and mobile medical care, and the entertainment business line includes mobile entertainment and mobile games. NetQin's dichotomy focuses the original scattered and chaotic mobile business lines on technology and entertainment. Whether it is traditional mobile security or newly developed mobile medical care, mobile enterprise and mobile entertainment, NetQin always continues to develop on the original basis. As Shi Wenyong said, NetQin's new strategy is a change made in line with the global mobile Internet trend, and it is also an effective integration of NetQin's existing advantageous resources. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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