With the rapid development of the mobile Internet and the popularization of mobile smart terminals, the main channel for people to obtain network information has changed from PC to mobile smart terminals. The 41st Statistical Report on the Development of the Internet in China shows that at the end of 2017, China's Internet users have exceeded 772 million, and the proportion of mobile Internet users is 97.5%. In the field of e-commerce, the proportion of mobile e-commerce scale has also reached record highs, and the 2018 China Mobile E-commerce Industry Research Report shows that: mobile e-commerce transactions accounted for about 72.8% in 2018.

Mobile phones receive a huge amount of information every day, which makes it more and more difficult for us to find the products we need in the complicated e-commerce websites, especially in the mobile scenarios such as going out to play (because of the relative dispersion of time and energy, which makes it difficult to focus on); moreover, our personalized needs in the mobile scenarios are more diversified and dynamic, and change along with our behaviors, scenarios, time, and other factors. and will change according to our behavior, situation, time and other factors. For example, we suddenly want to watch a movie when we see a movie theater nearby, or we want to buy a bag when we suddenly find it on sale in a shopping mall, but which movies are available now and which floor is the bag store? For this kind of instant demand, we usually need to open different APPs to find related information, which is very troublesome, and it is difficult for users to fulfill their instant consumption demand quickly. Therefore, how to meet the different needs of users in different scenarios in a timely manner has attracted the attention of mobile e-commerce product providers.

In 2014, the rise of context-aware technology has attracted the attention of many scholars at home and abroad, who have carried out extensive research on context-awareness and personalized recommendation, and achieved a large number of results, which have made great contributions to improving the quality and accuracy of recommendation. With the maturity of the technology, the influence of context-aware technology is also gradually spreading to the field of mobile e-commerce, creatively bringing more intimate services to users.

So what is context-aware technology?

So what is context-awareness technology and how does it apply to m-commerce?

Context-aware technology simply means sensing the real-time state of the user through sensors and their associated technologies, matching with user profile tags, and calculating demand. For example, if the device detects that the user is in a running state, it will automatically pop up the most commonly used music software when the user is running, and generate a song list that matches its content preference and state. Because of the precise real-time perception of the user's physical state and the scene, this technology has been widely used in wearable devices and the Internet of Things, is committed to become the user's "personal nanny.

The realization logic of context-aware technology

In the field of mobile e-commerce, context-aware technology focuses on the perception of specific geographic locations. It is essentially an upgrade of the algorithm, which adds the dimension of "specific real-time geographic location" to the traditional recommendation algorithms (clustering and collaborative filtering algorithms) to meet the needs of users in different scenarios, and to realize the "near-field service" and "in-field service" in the "near-field service" and "in-field service". The transition between "near field service" and "in field service" is natural and real-time.

Product introduction:

"and the moment" is a platform to provide near + into the scene service, it will get the user's geographic location and the nearby business data connected, through the bluetooth, GPS and cell phone gyroscope, Wi-Fi positioning and other data to calculate the user's scene and location, in order to ensure that the positioning is accurate within 10 meters. The accuracy of positioning is within 10 meters. The accuracy of the positioning provides a favorable condition for discovering and meeting the user's scenario-based needs.

To give an example to introduce the function of and moment image: for example, one day you walk to the street, want to eat, and moment at this time like a map, you can see the nearby restaurants, hotels, attractions and so on the building, you enter a large shopping mall, then and moment interface into the mall floor maps, but also provides information on the major stores; you walk into a kind of favorite restaurant, and will go to the restaurant's point of view, and will be able to see the location and location of the restaurant. When you enter a restaurant you like, you will enter the restaurant's ordering interface, where you can read restaurant recommendations, special offers, or directly order food. When you leave the restaurant, the service card will automatically disappear. This is a great way to get the most out of your favorite apps, and it's a great way to get the most out of your favorite apps.

When a user consumes in a scene, the platform will record your data to create a user profile, and when you walk to the area again, it will recommend relevant stores based on your preferences, building a data closure loop from near-field service - in-field service - near-field service. The data from the near field service - in the field service - the near field service closed loop.

It's worth mentioning that and the moment is not an APP, but directly with the cooperation of cell phone manufacturers such as millet, VIVO, OPPO, Meizu, etc., as a SDK embedded in the cell phone system, located in the negative screen of the cell phone desktop, as long as the left slide to the end you can see.

But in the form of an SDK, it will lead to no partnership with the phone manufacturer can not use this application, and why not make it into an independent APP at the moment? In fact, there is an element of inevitability.

From the technical side, situational awareness requires very precise geolocation, and the error of calling GPS from the product out of the privacy and security protection of the system is about 80~200 meters, which greatly affects the accuracy of the entry service and creates a bad user experience; however, if it's embedded in the system, together with other sensing devices, you can get more precise data; for the cell phone manufacturers, and the moment to help them build their own apps, they will be able to use it. For mobile phone manufacturers, and carving to assist them to create AI scene function, enhance the value of hardware, cell phone manufacturers are also willing to cooperate with them.

Secondly, and the moment is the use of the scene to emphasize the "fast", and the moment as a product to meet the needs of users instantly, it provides a kind of use-it-and-go service, the simpler the operation the better, which requires that the entrance to the shallower, can be quickly found, immediately open; information should be real-time dynamic update and direct display, from the lightweight and timeliness of the consideration. The information should be dynamically updated and directly displayed in real time, from the lightweight and timeliness considerations, and the experience of the moment made into a system service is far better than making a separate APP.

Although it costs a lot of money to cooperate with cell phone manufacturers in the early stages, it is also a binding relationship with cell phone manufacturers. As long as the product has value, there will be more cell phone brands seeking to cooperate with and car, and car can be used as a value-added service to reach out to more cell phone brands to form alliances and quickly cover a large number of users while reducing the cost of promotion.

Product analysis:

And the moment is focused on the offline service platform, but this field is becoming more and more giant, such as the public Dianping, the United States has occupied the majority of the market share, the use of new technology and the moment can break out of another way? Will this model be adopted by other products? I have put together a comparison of offline-focused service offerings.

Currently, offline-focused platforms can be broadly categorized into three types: the online life service APPs represented by Dianping and Meituan, the platforms represented by Koubei for accessing services in stores, and the real-time scenario-based service platforms represented by Kouki.

In comparison, we can see that the service chain of platforms focusing on offline scenarios has begun to sink, not only providing shopping services online, but also directly empowering specific stores offline. In the general scene, and the moment based on geographic location of the marketing recommendation conversion rate is not as good as the public Dianping; and in the specific store scenarios, and the moment there is the possibility of technical positioning error, and people for the scanning code ordering multi-step operation is not very resistant to, and the moment for the word-of-mouth does not have any advantage. However, with the help of accurate situational awareness technology, and the moment aimed at the natural transition from general scenes to specific scenes, has a certain competitive advantage. In the case of the platform to the store to get service, for example, in the service speed, and the moment the user enters the store in the service interface, its service is bound to be much faster than the platform still need to sweep the code, if and moment coverage and influence is large enough, this will be to the store to sweep the code to get the service of the platform to form a strong impact.

But at present, it seems that such a natural "transition" must be in the store cluster, the structure of the complex scene is applicable, for example, like a large supermarket or airport this place, the scene on the application of certain limitations; and the user suddenly have this instantaneous consumer demand frequency is also worth thinking about. Therefore, I think the application of context-aware technology in mobile e-commerce is a novel model, but not enough to disrupt the market. Giant products, no matter from the cost or product characteristics, there is no need to invoke this technology; while focusing on the use of situational awareness technology to empower mobile e-commerce in the segmentation of the track is also doomed to not have too many "runners" because of the requirements of the product form (because the product form is the reason for SDK, and cell phone manufacturers to cooperate, and each cell phone manufacturer to access at most one scenario-based service). Manufacturers at most access to a scenario-based service interface, cell phone brands are limited, the market will be relatively small).