Yesterday evening, WeChat unveiled the long-awaited "application number" mystery - applet. This may be the most important product of WeChat this year.
It's a little interesting to get the name of the applet. First, it is unconventional, revealing a "tech house" temperament that is harmless to both humans and animals. Second, "small" is also very clear that this product is different from the general APP.
After the WeChat official announced the relevant details of the "small program", many people pointed out that the applet would pose a threat to a large number of APPs. However, from the details released so far, we can see that WeChat is actually giving developers more possibilities to “show their faces†in front of users. The key point is that WeChat does not involve itself in new functions, but gives more developers its own capabilities.
1, applets and Apple rules will not conflict
In the past few years, WeChat has benefited from the mobile Internet's bonus, grew up on both iOS and Android platforms, and is already the premier super APP. Although WeChat is also a platform-level application, it must also comply with the rules required by iOS and Android system platforms for applications. In other words, the platform has the right to kill all applications.
WeChat is a product with a huge amount of users, and will certainly not take the slightest risk to challenge Apple's rules. Trust me, WeChat knows Apple's rules better than anyone else.
In the past two years, it was known as the "Spring Festival Evening of Science and Technology" Apple conference. The exposure of Tencent's products was extremely frequent. For example, when Apple Watch, Apple's heavyweight product, was first released last year, WeChat was used as a key application for demonstrations at the press conference. Tencent Security Managers have also been buoyed by the iPhone 7 conference.
Because Apple knows that their largest market is in China, and Tencent's application has the largest user group. If iOS abandons WeChat, a large number of users will inevitably flock to Android, which is Apple's unwillingness to see.
Therefore, the relationship between Tencent and Apple will only get better and better, and neither side will challenge this relationship. Platform and platform applications promote each other. This relationship is already a very good example.
2. The purpose of Wechat is not to make application market
This product form of the applet is not the first of its kind. A few years ago, Baidu once launched a light application. At that time, browsers and application markets such as UC and pea pods all tried to introduce this feature, but basically none of them could make this happen.
In fact, the level of user of these products has not reached a certain level, and it is often the platform that has unilateral passion. However, developers do not get much benefit from it. At that time, in the market environment, the application market had not yet started or had just begun to integrate. At the very least, there has been no apparent decline. Therefore, developers will not be interested in this matter. The focus is mainly on the application market.
Will WeChat do this differently?
It should be said that the big environment has already been very different. Now that the application market has been integrated, there will be fewer and fewer opportunities for the long-tailed APP, and the traffic will become more and more expensive. In this case, the developer's demand for display has reached an unprecedented urgency, and it can be seen from the outside world before the application number is launched.
For WeChat, after completing the layout of the subscription number, service number, and user habits, further advancements to specific functional areas of the application, coupled with a large and fixed active user base, may still be successful theoretically.
However, the purpose of WeChat is not to make an application market. At present, WeChat has established three major systems: subscription number, service number, and enterprise number. The emergence of small programs is a further upgrade and improvement of the attributes of their own "platform applications", thereby enhancing user activity.
Of course, Tencent may also benefit from this feature in the future. For example, the advertising circle of friends has a large number of advertisers—developers.
3. A more open WeChat
WeChat open applets these interfaces mean that "enables" developers to reduce the developer's cost and application maintenance difficulty. In theory, by virtue of WeChat's huge flow pool, it can allow some functions of Longtail APP to have more opportunities to display. In front of the user, brush out the presence.
In the past two years, WeChat has developed rapidly and its minimalist style has fostered an excellent user experience. Wechat's nirvana is actually a lot of functions, but it still makes most people feel that it is a very light APP. The launch of the applet has undergone closed beta and full-scale open applications, but will eventually be put on the line and actively searched by users.
Users actively search instead of WeChat push. This is still to maintain the user experience and continue to exercise restraint to maintain the “light†feeling. When the time is unified, it is a fair rule. Developers develop small programs that must have sufficient value. In order to get the user's active favor.
This logic, in fact, is similar to the current new media authors. People who write articles need to write interesting and valuable content in order to attract more readers. In the past two years, we have seen more and more innovative styles appear.
As for people who do applications, they need to think more about the needs of users. With these tools provided by WeChat, whether or not they can make innovative applications to attract users' attention depends on the capabilities of developers. Therefore, the introduction of a small program may, to some extent, promote the innovation of the APP market, which is rarely innovative.
It is worth mentioning that WeChat launches small programs, empowers developers to build more capabilities, builds a platform, and does not pose a threat to developers by involving various functions. This style is consistent with concepts and theories such as opening, connectors, and "half-to-find developers" highlighted by Mamar in recent years.
Regardless of the future of the applet, at least, we have seen a more open WeChat.
Reproduced from: Titanium Media (Beijing)
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