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当前位置: 首页 > 售后 > 艺源智库
小程序商城丨百度小程序和微信小程序,开放与封闭之争
时间:2019-02-19 15:03:53
文章发布:李阳
原创作者:未知
来源:互联网

尽管小程序有着“连接万物”、“用完即走”等理念的加持,本质上却是基于超级App的免手机本地安装的“类App”或“mini App”,张小龙之前起名叫“应用号”,说到底是,微信在完成连接人、内容之后,开始连接“产品”了。因此,微信小程序的价值对于微信就像AppStore之于苹果。


事实上,百度曾经推出的“轻应用”才是小程序的鼻祖,彼时移动互联网方兴未艾,互联网人铆足全力设计App,争当流量入口、骨子里流淌着做“王侯将相宁有种乎”革命精神,以图在手机桌面争得一席之地。而当微信推出公众号时整个移动互联网进入到了下半场,不需要再做一个博客或个人网站,只开一个公众号就行了,流量迅速向着超级App集中时,小程序才能起到振臂一呼,应者如云的景象。据统计,2018年中国互联网APP的数量达到1700万以上,但每个用户一天能接触的APP不超过9个,这已成为当前移动互联网发展的主要矛盾。


如今,大量创业者涌向小程序创业,但很快就发现微信小程序并不是那么性感。那么,微信小程序的底层逻辑究竟是怎样的?百度App计划在7月份推出智能小程序,与微信小程序相比差异化在哪里?能否成为开发者做小程序的“另一选择”?本文试作解读。


小程序商城丨百度小程序和微信小程序,开放与封闭之争-艺源科技


一、微信小程序存在的痛点,开发者需要开放平台作为平衡


对开发者来说,微信小程序的优点自不用多说,腾讯拥有的社交流量池,获客成本比推广一个App要低很多,微信官方为开发者提供简易的基础架构,开发一个小程序并不需要特别高的“技术门槛”,难点在于开发者是否清楚产品逻辑和变现模式。但纵然忽视这种实力上的差异,微信小程序依然不够完美。


(1)被封号的风险一直存在。这个不是由创业者说了算,而是由腾讯说了算,如此前匿名聊聊上线不久的病毒式传播,由于冲击了腾讯的熟人社交逻辑,被很快灭掉。


(2)既当裁判又当运动员的竞赛。“跳一跳”推出时微信开屏导流至今高居榜首,小游戏已是腾讯自家游戏收入的增量业务;另外腾讯流量对所投资的公司给予利益倾斜,头部微信小程序榜单上很多是腾讯自家的产品以及腾讯投资的公司产品。


(3)小程序的营销场景尚未打通。张小龙更倾向于小工具的开发者,对中小企业头疼的推广、吸粉、裂变等则非常“克制”。目前微信小程序不能添加关注、不能显示访问数据、不能给用户push消息以唤醒用户。如果这样的话,用户微信的“红点点”将很快密集到无法忍受,这些优点也限制了企业做小程序的想象空间。


尽管微信沿着“Wechat OS”道路狂奔,基于上述微信小程序痛点,应该存在另一个母App作为孵化小程序的平台,就像支付宝之后有微信支付的奇袭,滴滴出行之后又杀出一个美团打车。说到底,手机用户是很反感垄断的,需要保证竞争的局面,以规避平台店大欺客的危险。


放眼整个移动互联网,能够担此大任的或许只有百度App了。首先,微信用户量是10亿、百度App用户量7亿,百度App2018年一季度日活用户1.37亿,百度信息流日活用户同样过亿,母产品流量充足才能补给其他小程序。其次,微信作为社交入口,百度作为搜索入口是兵家必争之地,并且是明确需求发起的精准流量,百度搜索每天响应60亿次搜索请求。另外,微信小程序冷启动是公众号运营者通过小程序绑定公众号,而百度App的存量开发者有官网、手机WAP站、站长等,他们对升级为百度版小程序肯定是满怀期待的。


二、微信小程序本质是封闭流量体系,百度智能小程序则是全开放平台


不可否认,微信已成线上的基础设施,但由于腾讯是流量和资本双驱动型公司,只有流量封闭体系之内才能反哺其投资其他产品,微信作为腾讯的重要产品,其流量闭环效益愈发凸显。


用户社交、阅读、游戏、购物、搜索均不需要跳出微信,以购物为例,用户可以在京东购物频道或小程序网购,这样比在京东App能沉淀更多的用户数据。微信更不愿意用户去淘宝开店或购物,微盟、有赞上开店、成交就可以了。一开始用户在微信里打不开淘宝的链接还比较正常,微信用户时长受抖音等短视频平台侵蚀较大,无法开启短视频外链越来越多。


反观百度一直构建的是彻底开放流量生态体系,百度的基因是“连接信息”,在PC端用户的交互习惯是“百度→其他站点或产品”。百度本身依靠大搜及信息流广告收入盈利,高度依赖App的用户流量和粘性。当移动端用户通过百度App访问其他小程序习惯建立,对百度App使用就会更加高频。


百度本身是程序员主打的技术型公司,做小程序是回到自己的主场,小程序极有可能成为百度重返“超级入口”的拳头产品,其意义不下于微信做公众号,并成为百度在信息流之后的又一爆发业务。


据百度App业务部总经理平晓黎称,“百度将是业界做开放平台的小程序”,据笔者观察,百度智能小程序的“开放”优势与微信相比体现如下三个方面:


(1)跨产品流量开放。目前微信小程序尚未在腾讯系中打通,百度智能小程序可以在搜索时出现,也可以在首页信息流中呈现,甚至会陆续出现在百度地图、手机助手、百度贴吧等百度系App产品之中。


(2)跨终端运行开放。微信小程序只能在微信手机端之中运行,甚至在微信桌面版聊天工具都无法访问小程序,百度智能小程序将在移动端、PC桌面或浏览器、Web甚至各类智能设备上使用,甚至还可以运行在百度App以外的任何浏览器上。


(3)人工智能技术开放。限于腾讯本身的AI技术,小程序依然是去中心化的生态,缺乏平台技术赋能;百度将AI所积累的能力通过API组建起来供开发者灵活的调用,并让AI开发者可以把这种技术交给百度来实现,从而整体提升小程序的技术含量,降低技术成本。


三、小程序智能化新体验将成为突破点


当前小程序开发者追求产品体验与App体验一致,微信小程序的便利更多是用户账户体系与微信号打通,省去用户登录的繁琐,但本身没有带来比开发者原来的App更爽的体验。


随着手机厂商内存和存储空间越来越大,安装更多App也不至于卡顿,用户为什么要用小程序?比如微信小程序在阅读场景匮乏,主要是由于微信小程序在阅读体验上就不如App和公众号。平晓黎把百度智能小程序的优势概括为“体验、流量、智能、开放”,其中“体验”放在靠前位置,百度智能小程序能否提供“智能化体验”是其相对于微信小程序的后发优势。


百度智能小程序将能够承载视频、直播、游戏等富媒体内容,并与百度搜索、信息流、百度App打通呈现,其分发逻辑与搜索、信息流一致都是需求明确的精准匹配。据了解,百度智能小程序会逐步的开放一系列的规则和工具,帮助开发者自主的运营流量和用户。


百度AI技术依然是排名靠前位置,语音识别、文字识别、图像识别、人脸识别、内容审核,自然语言处理等多模块AI技术通过API接口释放给智能小程序开发者。现在用户通过百度App语音搜索音乐、书本、游戏、购物网站等能够直接得到想要的信息,接下来,在百度App可以直接通过语音访问小程序,比如语音搜索“小米”首页就知道跳出小米的小程序。另外,智能小程序将是更为理想信息流广告导流跳转至其他App下载更高效落地产品。


在智能化应用场景方面,智能小程序支持AR、OCR、活体验证等线下支持扫码方式接入,是一款适应IOT和连接万物的新产品,往后DuerOS与智能家电厂商合作,厂商无须再开发App让用户连接百度账户,直接通过更方便开发的百度智能小程序连接体验更加顺畅。


结语:


小程序已成为BAT新的战场,当所有产品试图微信集中开发小程序分一杯羹时,流量本身成为一种特权,而与微信封闭化流量体系相比,百度智能小程序在流量、技术、产品承载上彻底的开放化,更契合人们对小程序连接信息和万物的期待。开放才是互联网本质,只有真正开放、不断向其他产品赋能才能越来越强,这本身是腾讯成功的经验,但是封闭体系让长尾小程序开发者和中小企业依然看不到太多希望,只有当小程序双雄并立,相互良性竞争时,开发者才能利益更大化,无数小程序用户才能获得更智能化、更便捷高效的产品体验。


小程序开发
标签: 微信小程序
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