Ant mobile development platform mPaaS: a new engine for financial business growth

Introduction: This article is compiled from the sharing of Qi Xiaolong, senior technical expert of Ant Group Financial Cloud at the 2021 Alibaba Cloud Financial Data Intelligence Summit. It explained in detail the relevant experience and views of the ant mobile development platform mPaaS to open up local life scenarios, realize the integration of financial services and pan-financial services, and create new ways of user growth.

Hello everyone! I am Xiaolong of Ant Group. I believe that everyone here has used the Ant mobile development platform mPaaS. It is a product focused on the C-side. Since its birth in October 2015, it has served more than 100 financial institutions, and More than 2,000 public cloud companies.

Mobile development platform mPaaS

mPaaS includes Alipay’s core client technology. It has been tested by hundreds of millions of users and complex business scenarios. It can respond to different business types and scenarios. We hope to export our accumulated years of C-side experience to the industry to help customers build quickly and efficiently. Stable customized APP.

We mainly provide basic capabilities such as a unified development framework, offline packages, gateways, custom analysis, etc., such as helping 12306 App to complete the refactoring, and steadily and smoothly withstood the test of billions of users during the Spring Festival. In addition, we will also empower customers with mPaaS R&D efficiency, digital operation and intelligence capabilities to help build core mobile technologies and improve key business indicators.

From diversified business scenarios to the launch of the small program open platform, Alipay has accumulated a lot of experience in user growth, new additions and promotion. Now Alipay has a variety of small programs with various functions. Based on mPaaS, you can use these different dimensions, different services, and different scenarios to implement end-to-end operations and improve product experience.

Realize APP user growth based on mPaaS

First, we need to enrich the scene. mPaaS provides a "multiple investment at one end of a small program" solution. Enterprises can introduce Alipay's high market share and high activity multiple types of small program scenarios into their own apps to enrich business scenarios. At the same time, they can customize their own through the mpaas applet framework Business scenario applet.

I believe everyone is familiar with the H5 application. Until today, H5 is still being discussed by various users. We believe that H5 technology has reached a certain level, and the development of mobile terminals can achieve exponential improvement in performance based on H5.

What's the meaning? Suppose you want to implement all the W3C standards. It is impossible for all applications to perform well on the browser, but if I put it on a subset, it will be much simpler. For example, we know that the performance required by the mobile phone recharge page is relatively simple, but if you want to make a map navigation page, it is very difficult to make the content experience well, then we can choose the basis of the mPaaS applet Frame to complete. Although the development model of the mini program is still the H5 model, it itself is a brand new technology.

On the basis of this technology stack, mPaaS has a market equivalent to [mini program store], including Alipay and Ali-based mini program ecology, and open support for third-party custom business scenario mini programs to be released to this market to expand their own terminals The internal ecology also expanded its own business channels. This market provides a set of closed-loop solutions for bringing in and going out for everyone. In the end, this market can form a decentralized network of multilateral cooperation, covering various industries such as government affairs, finance, retail, and travel. Simply put, companies can build their own mini program ecosystem based on the mPaaS applet framework and combine their own needs.

Second, to realize the intelligent operation of APP. a scene, and it needs to be promoted and operated in accordance with the situation of its own users in order to truly realize the value of the introduced scene and contribute to the live growth of its own app. With the help of Ant's unique financial-grade mobile middle-station operation capabilities, mPaaS can effectively accelerate R&D efficiency, increase the dynamic control of APP and the digital operation capabilities of thousands of people. Enterprises can combine the mobile data analysis capabilities and intelligent operations provided by mPaaS, as well as the operating resources of Alipay, to achieve one-step multi-scenario differentiated operation capabilities and improve key business indicators.

Here is an example of mobile banking.

The products and services of mobile banking are aligned, and the requirements will be higher. After the introduction of the scene, in order to make the product active, we will provide a set of end-to-end operation tools & services to support the operation and promotion of the scene, such as end-point burying, data analysis, operation promotion management and equity marketing, etc., at the same time Behind this set of operating tools, it provides end-to-end intelligent services based on years of ant technology to achieve real-time differentiated operations of "thousands of people and thousands of faces". In addition, we will also open up some of Alipay's promotion resources. Enterprises can use the APP side of mPaaS to link with Alipay APP to achieve joint operations.

For example, if a bank wants to do business promotion, it can set up a booth in Alipay, such as searching for brands that can be directly reached; for offline channel payment marketing, you can customize the operation page of the acquirer. In addition, we can also provide a bank Alipay applet. Operation, including card application guidance function and promotion activity design, can design a scene link like this, in the Alipay terminal for bank points issuance activities, users receive bank points in the Alipay terminal, and then use the bank’s own APP. Exchange rights and interests in the mall, such as a movie ticket coupon for Taopiao, complete the point verification, and then buy a movie ticket in the Taopiao applet in the bank's app. Use this coupon. There is a bank card payment, which realizes the improvement of card activity. In this way, the overall implementation of Alipay & APP dual-end closed-loop marketing will promote the growth of banking business.

third is business opening. Enterprise combines the mini program development framework provided by mPaaS, mini program quality and safety ecological management capabilities, mini program analysis, mini program gateway, application center, open platform management platform and other operating tools, which can attract cooperative merchants to create merchants on their own mini program platforms Mini Programs, with the ability to uniformly operate and manage Mini Programs, truly build into an "open bank"

First of all, we will first establish a data network, put all data nodes in front of it, through the open platform of privacy computing, realize bank data, establish safe and privacy-protected data links with ant data, and combine multi-party data for safe user collisions. , Combine customer group portraits, establish prediction models, accurately locate target customer groups, and place them through high-quality traffic terminals to increase conversion and reduce costs. At present, the country is also promoting the establishment of a series of privacy computing standards, hoping to promote the wide application of privacy computing technology and provide users with reference for selection, which is beneficial to the entire industry.

Then before this data network, the entire open platform system is provided by mPaaS with open API services. The bank builds its own open platform system based on all open APIs, open to its own cooperative merchants/developers, and mPaaS provides privatization The deployed platform operation system supports enterprises to realize the full life cycle operation and control capabilities of all small programs in all scenarios on their own platforms.

Finally, to summarize, we hope to increase the activity of private domain traffic through the rich scenarios and digital operations of mini programs, and build an open bank with the two open modes of cohesion and decentralization to further personalize and customize the business. Open services are integrated into external scenarios to help customers break through the boundaries of scenarios, channels, and value.