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搜狗“改姓”入腾讯,输入法有变吗?

9月24日,搜狗正式宣布完成退市,与腾讯合并,将成为腾讯控股间接子公司

1.“值钱”的搜狗输入法

9月24日,搜狗正式宣布完成退市,与腾讯合并,将成为腾讯控股间接子公司。曾经的搜狗风光无限,是国内PC装机率最高的中文输入法厂商。在移动互联网时代、所有企业都在打造自己的App生态的时候,搜狗却没有跟上节奏,在变现模式单一的限制下、落入营收增长乏力的困境。

对作为昔日二股东的腾讯来说,在经历了救搜狗、并搜狗之后,它正在做的是拆搜狗,选择性吸收。关于搜狗会怎么融入腾讯,就成为外界关注的焦点。

搜狗当年是三级火箭模式:用搜狗输入法带浏览器、用浏览器带搜狗搜索。对于输入法、浏览器和搜索,搜狗原CEO王小川分别打了99、90和60分。这种评价并不意外,因为后面的业务都是前面的带动起来的,搜狗输入法肯定是搜狗最重要的产品。

根据消息,搜索和输入法等将保持搜狗品牌运营。那么在腾讯的流量加持之下,日活跃用户高达4.6亿的搜狗输入法是否将迎来重生时刻?

我们可以从搜狗并入腾讯后的内外部环境这两个角度去看。从内部环境来讲,首先分析一下搜狗输入法对于腾讯的价值。

iiMedia Research(艾媒咨询)数据显示,2020年中国第三方手机输入法用户规模达7.55亿人,同比增长3.6%。分析认为,2020年受到疫情影响,在线办公、教育用户对第三方输入法需求激增,且随着移动互联网的影响进一步深化下沉,2021年用户规模有望进一步扩大。

而在这一规模可观的市场中,该机构数据显示,2020年第三方手机输入法市场份额呈“双巨头”竞争格局,搜狗输入法以43.6%的市场份额持续位居第一梯队,与百度输入法平分秋色。电脑端同样不落下风,即使不谈广告价值,光是其渗透率就能够支撑不少业务的发展。

搜狗的三级火箭体系中,输入法是重要的流量入口。按理说腾旭有希望挖掘其潜在收益,来供应自己为数不多曾败走麦城的业务——搜索。2009年腾讯开始自研搜索,2012年腾讯搜搜分拆重组。2019年又出现了微信“搜一搜”,但腾讯此后的节奏也始终是不紧不慢,直到现在,它抓住了搜狗的机会。

此外,相比于广告,搜狗输入法在用户信息收集上的能力或许是更值得看重的。搜狗输入法在8月份发布11.0正式版中,显示“去除所有扰民广告”,这原本是搜狗的一块金矿。而牵手财大气粗的腾讯后,“扰民”广告的钱可以先不赚,专心做好产品本身的信息采集。

文渊智库创始人王超认为,“搜索和输入法是互联网大公司标配,腾讯也是在剥离了很多业务后,发现搜狗这块业务还是放在体系内比较好,所以才要把搜狗全部收购。搜索和输入法很难产生太大的营收,但如果归在腾讯自己的体系里,可以产生联动效应。”

2.来自腾讯内部的竞争

但《熔财经》客观来说,双赢的“联动效应”只是理想情况。继续来讲内部环境因素。搜狗输入法虽然算是一个现象级产品,但它在新东家腾讯的日子可能并没有想象中轻松。

当初,腾讯对于搜狗收购是被市监总局无条件批准的,这是因为搜狗在输入法市场和百度各占40%+,而在搜索市场则远远不如后者,所以腾讯的并购并不造成市场支配地位。

搜狗退市前最后一份财报显示,营收同比下降了44%,只有1.475亿美元,净利润3990万美元。艾媒咨询的数据显示,虽然搜索引擎依然是移动互联网时代网友获取信息的首要入口,但是来自社交平台和电商平台的占比已经分别达到了49%和35.3%。

这侧面说明一个问题:搜索引擎作为独立场景已经不再那么的重要。

这也是为什么有些市场评论会指出,腾讯的收购并不意味着它想在输入法和搜索市场掀起什么波澜。一方面,百度在搜索市场的地位依然稳固,2020年底的市场份额依旧高达69%。另一方面,传统搜索已经不再是资本和流量关注的重点了。当年的头条就趁百度、360、搜狗等巨头在搜索市场鏖战的时候,用“信息流”悄然崛起。

在合并完成后,搜狗的搜索、AI、输入法、浏览器等产品会和腾讯平台与内容事业群(PCG)的腾讯看点完成整合。最坏的情况下,这种整合更多的是员工和技术的整合,搜狗搜索引擎甚至输入法都已不再重要。

在此基础上,搜狗未来最大的敌人或许不再是百度,而是来自腾讯内部,最直接的就是微信自研的输入法。

《熔财经》看到,今年初,张小龙透露过微信正在研发输入法。他说,许多用户会收到与聊天记录有关的广告,投诉微信暴露了个人隐私。其实,微信在员工的本地电脑上是不允许保存用户聊天记录的,

利用聊天记录做广告的其实是输入法。所以为了用户隐私,微信要打造一款绝不收集用户数据的输入法。

这也就意味着,搜狗输入法在加入腾讯后,很快就将面临“赛马”机制以及一个核心问题,就是如果有了微信输入法,其自身流量就有了被分流之虞。设想一下,微信输入法上线后以其庞大的用户群体作为依托,搜狗输入法所面临的情况可能就很不妙。

此前腾讯本身只有QQ输入法,市占率上属于第二梯队,市场份额与百度输入法、搜狗输入法相比基本可以忽略不计。那种情况下的腾讯的确十分需要搜狗输入法去补全生态链,但如今微信输入法已经被安排起来,情况就有所不同了。甚至说,搜狗输入法的技术也许会在整合之下为微信输入法做“嫁衣”,届时国内第三方输入法将迎来不一样的格局。

3.乱象丛生下的外部竞争与监管

再来看一下搜狗输入法外部环境的条件,主要包括监管和竞争。

输入法作为工具型软件、连接用户和APP之间的门户,本身难以形成生态,把控的流量却比一般的APP要大很多。比达咨询最新数据显示,2020年我国第三方手机输入法用户规模达到7.56亿,较去年同比增长2.9%,占全网用户的76.44%,而手机渗透率则高达78.9%。

当人们讨伐流量APP泄露用户隐私的时候,往往会忽略另一个“疑犯”,那就是作为信息输入源头的输入法。以搜狗为例,它会要求用户开启多种权限,包括位置信息、麦克风、通信录、相机等等。

《熔财经》看到,坐拥庞大流量,苦于变现渠道单一、营收结构脆弱的输入法们,不得不打起了数据的主意,也引来监管的关注。今年5月1日,网信办发布《关于输入法等33款App违法违规收集使用个人信息情况的通报》,涉及违规收集用户信息的33款APP里,其中有15个APP都是输入法,搜狗、讯飞、百度等输入法赫然在列。

如今5G和万物互联已经进入公众视野,未来用户的互动数据将呈指数级爆炸的态势。数据既是一种无形的巨大资产,也可能是侵害国家安全和个人隐私的一把双刃剑。可以预见,输入法作为信息输入始发站的地位将变得至关重要,对主流输入法的监管力度也将随之卡紧。

此外搜狗输入法还要应对日益严重的行业内卷。比如今年3月,华为注册了名为“小艺输入法”的商标,被指将会自行研发一款输入法。就9月初,小艺输入法已经开启内侧,单手模式、悬浮键盘、拇指模式等亮点拉满了用户的期待值。

华为自研输入法的出发点与腾讯有相同之处,就是想规避信息安全隐患。除此之外,手机厂商的自研输入法和系统的契合度自然更高,在用户个性化功能的实现上也会更有想象空间。当然,在自研产品趋于成熟之前,想取代第三方输入法并不是那么容易的事,但在重视信息安全的大环境以及大厂带头的趋势下,众人直呼“第三方输入法早晚要不香了”。

实际上,腾讯对于搜狗的这场收购,情感影响要大于实际影响——毕竟,搜狗不是当年的搜狗,搜狐不是当年的搜狐,腾讯也不是当年的腾讯了。相比于市场上会激起多大的浪花,众人的关注点似乎更多地放在了背负了“悲剧主义”的王小川身上。

10月15日,王小川在搜狗内部发布全员信,题为《山海远阔,向新而行》,里面有这样的一段话:

我们是历史的见证者,享受着中国富强和互联网革命带来的红利。我们更是历史的创造者,以互联网为事业,我们有机会在工作中为数亿人的幸福做出贡献,生命的意义因此而变得充实,而世界因为有了搜狗也有所不同。搜狗此次融入腾讯大家庭,希望世界因此再有所不同,不负热爱。

王小川是搜狗的一个缩影。他最大的问题在于只做了一个PC时代的产品,搜狗输入法虽然跨越了移动互联网的鸿沟,但现在手机上输入法很多时候都是手机厂商的定制版,和PC时代不可同日而语。时势造英雄,而英雄不一定能每次都站在风口上,被时代洪流冲击的搜狗和它的输入法,恐怕很难靠着腾讯,来重温一把“当年勇”了。

参考资料:

《艾媒咨询|2020-2021中国第三方手机输入法行业年度研究报告》

《张小龙为什么执念微信输入法?》,鹿鸣财经

《洞察2021:中国第三方输入法行业竞争格局及市场份额》,前瞻产业研究院