15 years ago, 360 security guards swept the anti-virus software industry with a groundbreaking free model, once again setting a benchmark for Internet products.
/kloc-after 0/5 years, products that account for a high proportion of the company's revenue will be de-advertised, which reflects what kind of strategic blueprint changes of 360?
The author, born in 1980s, experienced the whole transformation process of China from a society with low information transmission efficiency, overtaking in corners and becoming a network power. It can be said that in the history of Internet development in China for more than 20 years, the instrumental Internet products whose vitality has passed 15 years can be counted with one hand.
In QQ, Thunder, Storm Video and other statistical longevity Internet tool products camp. 360 security guards are undoubtedly the one with the highest weight in the current era.
This is because, although QQ is an Internet enlightenment product after 70 s and 80 s, its social attributes have long been replaced by WeChat, and now it will only be used in a few scenarios. Thunder used to be all the rage, but today, with the popularization of network disk tools, the number of users has also decreased greatly; As for the storm video, it is even more important.
In the long-lived Internet product camp, by contrast, objectively, because PC is still an irreplaceable productivity tool, subjectively, due to the good reputation accumulated by 360 security guards in long-term technological leadership, it has undoubtedly become the most important long-lived Internet tool product, with its vitality exceeding 15 years.
This high weight can also be reflected in various data.
According to the data of third-party iResearch, by the end of 2020, the market penetration rate of 360 PC security products was 98.0 1%, and the average monthly active users remained above 480 million, ranking first in the security market; More than 30 million users use 360 security guards to kill, clean up, speed up, install and update software every day.
In addition, 360' s 2020 financial report shows that the "Internet Advertising and Services" business matrix represented by 360 security guards accounts for 64.8% of the total revenue with a revenue of 7.5 75. 1.2 billion.
360 security guards account for such a high proportion in 360 revenue, and their de-advertising will inevitably affect the company's overall revenue. So, what is the rationality of the launch of 360 Security Guard Extreme Edition?
Its rationality, first of all, comes from the fact that this product is a product in the "Extreme Products" written by Chairman Zhou of 360. Simply put, the user experience is improved and the function is more powerful.
It is worth noting that the 360 Security Guard Extreme Edition is very different from our common Extreme Edition Internet products.
Generally speaking, the so-called extreme edition, that is, the slimming edition, is that the product team enhances the user experience by sacrificing some functions. But 360 Security Guard Extreme Edition is not like this.
In fact, 360 Security Guard Extreme Edition not only simplifies the product interface and promises no pop-up advertisements, but also completes three major upgrades in security protection capability, user experience and value-added services, providing significant product value-added for hundreds of millions of users. After many years, it can be said that the Security Guard Extreme Edition has once again set a new example for Internet tools: Extreme speed does not mean castration, nor does it mean compromise, but a new nirvana.
Taking the security protection ability as an example, 360 Security Guard Extreme Edition implements the new concept of "comprehensive security" put forward by 360, and protects the internet safety of netizens in all directions.
"Total Security" proposed by H.360 is a brand-new security product design concept based on the latest global network technology and security situation.
At present, the world is entering a new era in which everything is interconnected and programmable. The corresponding security situation is also undergoing profound changes, and new security threats are constantly emerging. Because physical space and virtual space are interconnected, network attacks can be directly transformed into physical injuries, and network security has entered the era of "great security". Security threats are no longer just information security, but have spread to the real world, endangering national security, national defense security, key infrastructure security, financial security, social security and even personal safety.
At the same time, 15 years of exploration experience in the field of network security has made 360 realize that the essence of network security is offensive and defensive confrontation. With the security situation in cyberspace becoming more and more complex, the previous network security protection that focused on border protection, single point protection and virus detection has failed. Instead, we should look at network security from the perspective of attack and defense, recognize security threats and identify security opponents.
At present, Advanced Persistent Threats (APT) against critical infrastructure and high-value targets occur frequently, which has become the biggest threat to network security. Due to the superb APT attack means, complex attack chain and long duration, traditional network security protection means can not cope. There is an urgent need for new technical concepts and products to deal with advanced threats in the market.
"Comprehensive security" means that 360 security brain is fully empowered, and the top-level design of security protection without dead ends is carried out from the perspectives of operating system, hardware, software, network and data.
There has always been a shortage of star companies in the field of Internet security in the world. However, compared with 360, Kaspersky, Bitdefender and Windows Defender have more or less security "blind spots" in the functional coverage dimension, and the scope of "blind spots" is not small.
"At present, ransomware is one after another, and data security has become an unstable factor that users are very concerned about."
Ma Bokai, head of the 360PC Security Products Division, said that this "Extreme Edition" added three core sections of "network security, data security and 360 security brain" on the basis of a new generation of security capability framework with 360 security brain as the core, comprehensively upgraded the system protection center 7.0, and built a set of "comprehensive security" protection solutions.
(Ma Bokai, Head of 360PC Security Products Division)
For example, in terms of network security, it is understood that 360 has the top three network security big data in the world, with about 29 billion virus sample data, 22 trillion security logs, 8 billion domain name information, and 2EB+ security big data, which is the same as Google and Microsoft. By the end of 2020, 360 Security Brain had intercepted more than 4.5 million new malicious program samples on the mobile side and intercepted 654.38+0006 billion phishing attacks. Relying on the cloud database of 360 Security Brain, 360 Security Guard Extreme Edition will bring users a deeper security protection experience.
For example, in terms of data security, 360 document guards completely solved the situation that files were blackmailed from the source. According to Ma Bokai, the engine behind it has the most comprehensive database of ransomware in the world, with more than 800 branches of ransomware family, all of which can be solved in it.
In addition to the upgrade of security protection capabilities, 360 Security Guard Extreme Edition has also significantly improved its user experience and value-added services. It can be said that the Extreme Edition of 360 Security Guard, which has completed both "Extreme Speed" and "Upgrade", is an epoch-making product in the field of Internet security.
Advertising is one of the basic business models of the Internet industry, which is accurate, low-cost and green, and it is a symbol of the progress of human commercial civilization. However, extremes meet. With the proliferation of open-screen advertisements, unlock advertisements and pop-up advertisements, Internet products that rely on advertising mode for profit in the market have caused discomfort to users.
With more and more complaints from users, the frequency of the Ministry of Industry and Information Technology to rectify Internet advertisements is becoming more and more frequent. But objectively speaking, commercial operators rely on advertising to survive, which determines that this kind of rectification is a temporary solution rather than a permanent cure. Many users have had this experience: the opening speed of an App from a big factory suddenly became silky, but after a while, it returned to the state of having to endure 4 seconds of advertising, which is more serious on Internet TV.
It is in this context that industry observers will inevitably throw a question: Why can 360 Security Guard Extreme Edition voluntarily give up the advertising model and announce it at the ISC conference with tens of thousands of people?
In fact, the birth of 360 Security Guard Extreme Edition is behind the brand-new strategic blueprint drawn by 360.
As mentioned above, in the revenue composition in 2020, the "Internet advertising and services" business matrix accounts for 64.8% of the total revenue of 360. In fact, this ratio was 75.9% in 20 19, and it will be higher before. In 2020 alone, this income has decreased by 22.74% compared with 20 19.
However, although the "Internet advertising and services" as a big head has been greatly reduced, its operating income has only decreased by 9.63% compared with 20 19. You know, this income was achieved in this extraordinary year of 2020.
This kind of business performance is achieved because 360' s new business has grown rapidly, and the second rocket or even the third rocket has been put in place.
Take the early development of "intelligent hardware business" as an example. According to the annual report, from 20 18 to 2020, the proportion of intelligent hardware in total operating income was 9%, 13% and 16% respectively, achieving steady growth.
In 20 19, 360' s revenue from "security and other business" for government and enterprise security was 473 million, up 75.15% year-on-year; In 2020, the revenue from security and other businesses was 808 million yuan, a year-on-year increase of 70.73%.
It is not difficult to understand why 360 will take the lead in advertising its own weight products. If the birth of 360 Security Guard 15 years ago is the innovative idea of "free" that China's Internet is ahead of Silicon Valley, then the birth of 360 Security Guard Extreme Edition today indicates that as an Internet security enterprise, 360' s ecology has already taken shape in a positive cycle.
For example, as mentioned above, PC is still an indispensable terminal device for office efficiency, and around the office group, Extreme Edition has launched an office scene assistant software-SODA Office. It includes merging, splitting, editing and conversion of PDF. OFFICE template download; OCR recognition; Desktop assistant; Various application functions such as format conversion of various files. In addition, there are 360 security guards for small and medium-sized enterprises and Beckham guards for youth protection.
Therefore, many productivity tools adopt the business model of free basic functions and paid upgrade services. It can be seen that this is the direction that security guards should focus on next.
From so many office efficiency auxiliary tools and services, it is not difficult to see that the launch of 360 Security Guard Extreme Edition is actually the horn of 360 to the sea of stars.
As Ma Bokai said at the press conference:
"Our Star Sea is a PC application service provider with security capability as the core and integrating problem solving tools, efficiency tools, office assistance and content consumption."
This future prospect of 360 is based on its own strong technical strength.
2065438+In August 2009, 360 Safe Brain was selected as the national new generation artificial intelligence open innovation platform; In 2020, 360 continued to focus on the "Great Security" strategy and established the "360 Government and Enterprise Security Group" to further expand the network security service group from individuals to enterprises, industries, cities and countries.
Among them, the 360 Chongqing Safe Brain Base Project and the Tianjin Emergency Management Information System (Phase I) project have all been successfully accepted, becoming iconic "national-level" safety service cases and creating a typical benchmark for the safe operation of smart cities.
Until the just-concluded large-scale Ninth ISC Conference, it has actually shown that 360' s government and enterprise security business has been very promising for 360 to achieve high-speed tire replacement and become the company's new growth engine.
What is ecology?
In this regard, 360 Chairman Zhou also has a clear understanding. At the media communication meeting on July 28, Zhou said that the "ecology" that many companies engage in is actually pseudo-ecology. Running around and doing nothing is ecological and unsustainable. Only by cultivating deeply around the main business and accumulating enough resources before extending to the industrial chain is the real ecology.
Judging from the magnificent picture of the rise and fall of the Internet in China in the past decade, Zhou is right.
In the rapid growth of government and enterprise business, 360 Security Guard Extreme Edition once again leads the industry, and the ecology of 360 has begun to take shape. Behind this ecology is 360' s huge investment in technology and a set of scientific research systems that follow. This is also a reliable guarantee for 360 to sail in the ecological Xinghai.