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腾讯或采用三步走战略重新打造地图产品

发布时间:2018-12-20 17:17
在国内手机地图领域中,高德和百度瓜分着可观的C端用户市场,但BAT中手握上亿用户的腾讯,其实更应该在地图市场获得更高的用户量和市场份额。
 
In the field of mobile map in China, Gaud and Baidu share a considerable C-end user market, but Tencent, which has hundreds of millions of users in BAT, should actually get a higher user volume and market share in the map market.
 
 
 
面对外界质疑,官方也曾干脆利落给出回答:“内部评估腾讯地图APP的产品技术能力还没准备好。”这种坦诚也让用户更加期待腾讯地图的涅磐重生。当高德与百度持续打了一年多口水仗,至今还在争论各自的市场份额高低时,腾讯地图也在暗自修炼内核重新出发。
 
In the face of external doubts, the official also gave a quick answer: "The internal evaluation of Tencent Map APP's product technology capability is not ready yet." This frankness also makes users more looking forward to the rebirth of Tencent Map Nirvana. When Gaode and Baidu have been fighting for more than a year and are still debating their respective market share, Tencent Map is also secretly refining its core.
 
 
 
从目前看来,腾讯很有可能采取三步走战略思路重新打造地图产品:无论是深度接入海量LBS大数据,还是联动自家优质IP做内容联动推广,或是不断加码投资智能出行领域。这一切的举措,无疑是官方正在为腾讯地图源源不断注入新活力。
 
From the current point of view, Tencent is likely to take a three-step strategic approach to rebuild map products: whether it is deep access to massive LBS data, or linkage of its own high-quality IP content linkage promotion, or continuous investment in intelligent travel areas. All these measures are undoubtedly the official is continuously injecting new vitality into Tencent Maps.
 
 
 
互联网地图发展的终极方向是万物互联,腾讯地图的三步走战略,无疑也是朝着该方向前进。
 
The ultimate direction of Internet map development is the interconnection of all things. Tencent Map's three-step strategy is undoubtedly moving in this direction.
 
 
 
一、数据为王
 
1. Data is king
 
 
 
经过多年的发展,地图数据采集的工具如今已经相当丰富:采集车、自行车、背包、无人机等等满足了绝大部分场景需求,虽然厂商们都可以利用工具去采集信息,不过海量用户实时数据信息,还是得依靠互联网。
 
After years of development, map data acquisition tools are now quite rich: collection vehicles, bicycles, backpacks, UAVs and so on to meet most of the scene needs, although manufacturers can use tools to collect information, but massive users of real-time data information, still have to rely on the Internet.
 
 
 
腾讯一直认为,数据是地图的血液跟灵魂,没有数据就不成地图,而用户是创造数据的源泉,对地图运营特别重要。没有庞大的用户行为就没有如今的地图服务,论用户量优势,谁都比不过腾讯。
 
Tencent has always believed that data is the blood and soul of maps. Without data, maps can not be made. Users are the source of creating data, which is particularly important for map operation. Without huge user behavior, there would be no map service today. No one can match Tencent in terms of user volume advantage.
 
 
 
公开资料显示,腾讯定位服务拥有日均550亿次调用,覆盖了上千款APP,服务现实生活中70%以上人群。一张腾讯位置热力图足以证明,蓝色企鹅星火在全球已呈燎原之势。
 
According to public data, Tencent's positioning service has an average of 55 billion calls per day, covering thousands of APPs, serving more than 70% of the people in real life. A Tencent location thermodynamic effort is enough to prove that the blue penguin spark has become a prairie fire in the world.
 
 
 
如果将这些数据合理化运用,既能保证地图数据足够新鲜,还能在未来替不同用户提供对应的个性化服务。凭借着QQ、微信,大众、滴滴出行等生活类超级APP,可以看出作为腾讯地图底层技术支撑的腾讯位置服务早已应用到人们生活中的各个领域。
 
If these data are used rationally, it can not only ensure that the map data is fresh enough, but also provide personalized services for different users in the future. With QQ, Wechat, Volkswagen, Drip Travel and other life super APP, we can see that Tencent location service, as the underlying technology support of Tencent Map, has been applied to all areas of people's lives.
 
 
 
把数据做到极致,是一款地图产品的重要课题之一。用户的任何一次搜索、导航、定位、点击、评论,都是对数据活性的真实投票。如果未来用户不会单纯因为寻路而打开APP,而是被软件中不同内容吸引,这需要海量数据赋予地图创新更多的可能性,当下打造这样的个性化用户体验,似乎也只有腾讯能做到。
 
It is one of the important topics of a map product to make the data to the extreme. Any search, navigation, location, click, comment by the user is a real vote on the data activity. If future users will not open APP simply because of path-finding, but be attracted by different content in the software, this requires massive data to give more possibilities for map innovation. At present, it seems that only Tencent can create such a personalized user experience.
 
 
 
当然在最基本的定位技术上,腾讯从2014年就投资过四维图新,以及后期与四维图新还一起投资了在全球市场上有大量用户的HERE地图,这些举动都是为了让产品功能更为专业,换言之在技术领域腾讯地图从不甘于人后。
 
Of course, in the most basic positioning technology, Tencent has invested in four-dimensional mapping since 2014, and later with four-dimensional mapping also invested in HERE maps with a large number of users in the global market. These actions are all aimed at making the product function more professional, in other words, in the field of technology, Tencent maps are never willing to be behind.
 
 
 
腾讯在位置服务领域深耕多年,已在应用层面和大数据领域有了大量积累,加上拥有海量的LBS大数据和技术沉淀,又经过严格的市场检验,多方证明腾讯地图获得反哺的时机已经成熟。
 
Tencent has been in the field of location services for many years, and has accumulated a lot in the application level and large data field. With a large amount of LBS data and technology precipitation, and through strict market testing, it has proved that the time for Tencent Map to get back-feeding is ripe.
 
 
 
二、优质IP联动
 
II. High Quality IP Linkage
 
 
 
成熟技术是驱动地图产品吸引用户的内核,优质内容同样也能成为体验加分项。在这点上,从腾讯地图7.0版本开始,新推出《王者荣耀》热门英雄妲己导航语音包,无疑是运用自己丰富行业经验,联动自家热门手游角色IP,打造出个性导航服务去吸引更多C端用户。
 
Mature technology is the core that drives map products to attract users, and high-quality content can also be added to experience. In this regard, starting with the 7.0 version of Tencent Map, the new launch of "King Glory" popular hero Daji navigation voice package is undoubtedly to use their rich industry experience, link their own popular hand-tour role IP, create personalized navigation services to attract more C-end users.
 
 
 
《王者荣耀》是一款拥有累计两亿注册用户数,超过5000万日活的手游,它覆盖年龄段很广,主要玩家集中在大学生到白领阶层。多个英雄角色深入人心,有着极强的娱乐IP属性,可以说是一款国民手游。在友商地图APP砸重金邀请明星为自己产品做导航服务时,腾讯地图通过妲己语音导航,让众多游戏玩家自然过渡。
 
Glory of the King is a hand tour with a cumulative number of 200 million registered users and more than 50 million live days. It covers a wide range of age groups. The main players are concentrated in college students and white-collar workers. Many heroic characters are deeply rooted in the hearts of the people, with strong entertainment IP attribute, can be said to be a national hand-tour. When App of Friendship Map invited stars to do navigation service for its products, Tencent Map made natural transition for many game players through its own voice navigation.
 
 
 
王者荣耀更是通过官方渠道,前期对腾讯地图妲己语音导航面向游戏玩家进行大面积宣传,可以看出腾讯面向手游玩家推广地图产品的决心。
 
Wang's glory is through official channels. Previously, Tencent's voice navigation for map users was widely publicized, which shows Tencent's determination to promote map products for hand-swimmers.
 
 
 
在两款产品优质化联动下,腾讯地图后期还推出了李白导航语音包,侧面证明了7.0版本的妲己导航已受到用户追捧,官方通过加入王者英雄语音导航新元素,让地图语音导航不止专业还更有趣。
 
Under the linkage of two high-quality products, Tencent Map also launched Li Bai navigation voice package in the late stage. It proves that the 7.0 version of Daji navigation has been sought after by users. By adding new elements of King Hero voice navigation, the official makes map voice navigation not only professional but also more interesting.
 
 
 
可能在未来,用户还会在腾讯地图中看到貂蝉、鲁班、庄周等更多《王者荣耀》热门英雄语音导航下载包,或许后期还会出现具有“王者峡谷”元素地图主题包,这些都是官方运用自家优质IP内容,为腾讯地图趣味功能不断添砖加瓦的新举措。
 
Maybe in the future, users will see more popular hero voice navigation downloads such as mink cicada, Luban, Zhuangzhou in Tencent map. Maybe later, there will be a map theme package with "King's Canyon" elements. These are new measures for the official use of their own high-quality IP content to continuously add bricks and tiles to the interesting functions of Tencent map.
 
 
 
三、智能出行
 
3. Intelligent Travel
 
 
 
如果说如今腾讯地图在“技术整合、数据接入、IP联动”等方面是一把好手,未来弯道超越高德和百度的杀手锏,则是自身近年来在各种城市交通出行领域的深度布局。
 
If Tencent Map is a good hand in technology integration, data access, IP linkage and so on, the future bend beyond the killer mace of Gaode and Baidu is its own in-depth layout in various urban traffic travel fields in recent years.

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