Some time ago, the Alipay applet code copy event swiped. Regardless of marketing or negligence, the light application of this cold rice concept has become a new battlefield for the game between platforms.
There are always uncovered scenes that need to be filled. Baidu launched the web app light application in 2013, hoping to use the search portal Buy email list to salvage the market of low-frequency mobile applications. However, in January 2017, WeChat told Baidu again that the entrance to mobile traffic was not search, but QR code. In this regard, the light application ecology is alive again.
Direct service is also such a service. Taking advantage of Xiaomi's ecology, direct service has broad prospects. But just like the story that no matter how hard the team worked, the user left without opening the webpage within 5 seconds. After experiencing the "second opening" of Xiaomi 5, I think the current "direct service" is still very common.
1. Talking about the direct service
Direct service is a link service at the mobile phone system level, including the interests of three parties, users, developers, and platforms.
1. From the user's point of view, the direct service provides the shortest usage path
As shown in the figure above, the traditional application opening path needs to rely on in-app advertisements or the push stream of the app store. After the user downloads and opens it for use, a closed loop can be formed; the applet skips the app store and download, and completes the discovery of information in WeChat. It is the shortest path for users to use the application.