Rebuilding connection: Mobile Internet third pioneering window

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UC President He Xiaopeng on the third Mobile Internet Business window period Interpretation: if we can successfully reconstruct the connection between people and products, enterprises and entrepreneurs will be able to transform their products from mere information entertainment to become a more extensive life product and achieve higher user value.

He Xiaopeng said in a speech to the General Assembly that the Internet, especially the mobile internet, has made a huge difference to traditional industries. "Today, the second Mobile Internet Startup Window period is over. To mobile terminals as the center, the radiation of other hardware, scenes, services, the third pioneering window period is beginning. In the Third Business window, each enterprise should rethink how to connect people and products. ”

He believes that, in addition to the 2004 Web-based Mobile Start-up window period, 2009-2013 is based on the app window period, and next, will usher in a third mobile Internet business window period: The Internet to "connect" the various industries.

As defined by He Xiaopeng, UC, which experienced the first wave of web-based mobile internet start-ups (UC success), and was rocked in the second wave window (UC challenged by app ecology), now chooses to use "multiple terminals" as the next stage of the strategy. From the UC itself, this is a release of the cloud capabilities that UC specializes in browsers over the years, and across the industry, cross-screen is really a trend ... However, UC is still only a strong browser products, its multiple terminals to try to succeed in the He Xiaopeng mouth of the "Third mobile Internet start-up window period" in the success? Look at He Xiaopeng's thinking:

Wen/He Xiaopeng (UC excellent president)

The concept of mobile internet has been formed in recent years, but in fact, in China, the industry's first pioneering window period began around 2004, until 2009 this time, most of the mobile phone platform is a Java or Symbian platform, mobile internet companies do is based on web-based entrepreneurship.

The second pioneering window period formally proclaimed the "mobile internet" concept of the formation, the symbol form is everyone familiar with the "Apps", the specific period is 2009 to 2013 this period of time, the overall mature speed of the first entrepreneurial boom is much faster, the emergence of a lot of good products.

The third pioneering window period from now has begun, the key word is "connection." The combination of industry and mobile Internet brings a lot of new opportunities, such as finance, retailing, education, catering, medical, etc., which is completely different from the Internet in the past, and must think about how to reconnect the "connection" of this new type of Internet. Believe that the new mobile Internet Business window is the beginning of the real spring of the Internet.

I think the entrepreneur or enterprise rebuilding the core of the connection has two points: 1, rebuilding new connections with people; 2, rebuilding new connections to their products.

The first is the connection to the person.

Mobile Internet user attributes and PC Internet period is completely different, there are 3 main features: Fan users, always online, focus on services.

In the past, many internet companies have often advertised the amount of downloads and activations that their products have. From the present point of view, these are meaningless. More core to seize the fan users, see how many people use your products, but also to settle down, daily active and use frequency is how much, whether the formation of Word-of-mouth-driven new users, or even feed the business side, affecting the specific details of the product.

The user base has changed a lot today, from one or two-line cities to three or four-line city users, from past teenage users to current adult users (typically Tencent users), and the value of users is changing. What thought was the most likely to be accepted when we were able to discern a good or bad thing? First, star; second, mainstream media. Today many people's thought-form has changed, the media and stars will affect a considerable part of the user, but it is not all, a lot of people more believe in their own eyes, more trust friends recommend. This kind of user's shape causes the entire product, the whole pattern change, the enterprise must go to carry on the pertinence adjustment. Its core is to cultivate fans of users, and the use of their strength to maximize the value of the enterprise.

At present, a product operation mode proposed within UC is called "C2B". Prior to the Internet product managers, their own user research, analysis of competitors, observe the industry and product data changes, as a basis to control the product flow. But in the new model, we have more to consider from the end user, so that his ideas can quickly become a product, a strong interactive relationship, so that he can truly become your fans.

In addition, a wide range of mobile terminals, forever online will become a fixed attribute of the user, and enterprise products are always in the production of communication and interaction, including mobile phones, tablets, PCS, TV and other devices a moment non-stop to share the attention of users. For the enterprise side, the product design will be a completely different thinking dimension. If you're starting a business and saying "make a good app" without thinking about interacting with other device platforms and the cloud, this is a bad way to go because the user's need for connectivity has shifted from the hours of PC Internet time to 24 hours.

Two years ago, UC realized the trend of cross screen interaction, and released the mobile phone and the browser on the tablet, this year we will go further, the launch of the PC and TV-side products.

The third user-related change point is "focus on services." A typical feature of the business was that the project ended when it was sold-even though there was a service behind it, but the basic purpose was for the next sale. And in the new start-up period, product sales may only be the first step in the whole project, after that the activity, use frequency, retention rate is the real challenge, depending on how good you can provide services. Therefore, for many enterprises, the mode of thinking from sales-oriented to service-oriented, is a huge, but have to face the challenge.

Enterprises also have to consider rebuilding their own products, models of the connection.

At this end of the connection, there are also 3 new features to focus on: Mashup state, love, new business model.

In the new era for enterprises, blending is a multi-dimensional concept. For example, a mix of regions, a variety of Internet products and services are moving from one or two-line cities to 345-line cities, from the Chinese market to the global market; the mix of line and line, this is very much, that is, the concept of O2O, as well as the mix of product forms, such as app and Web Forms, According to user needs and habits of different targeted service push.

The diversification of the platform and user attributes determines that the enterprise must aim at its own advantages and capabilities, thinking about the possible blending of products, which is much more difficult than the previous mobile phone app.

The characteristic of "having love" is better understood. When your customer changes from a sales object to a service object, you want users to be able to tell others when they are using it: This is a good thing and it's recommended. First of all, you must have love for your products, love for your employees, and love for your own users.

This is a layer of related system, if the enterprise to employees "no love", everywhere to deduct their treatment and benefits, employees will not be able to products and users have love, conversely, users will not have good face. There is love in the case will have the details, in order to achieve the ultimate product. How to tell if there is love? is to see whether the staff will be to their friends, family recommend products, if not, then it must be your company management system out of the question, lack of love, need to improve.

Finally, the new business model. In the new era, users change, marketing changes, channels are also changing, so the business model must also change. Conversely, if you want to subvert a company that has already done quite well, you can use it to do something that he can see but dare not do.

For example, new in hardware, said I want to make use of households, sell a loss of 100 yuan, but in the follow-up accessories and services to earn back 150 yuan, this is enough. This is just a very simple example, the core point is to emphasize the need to start thinking about the new business model.

Above, is I to the third Mobile Internet start-up window period, the reconstruction connection some interpretation. Predictably, this new era, whether traditional enterprises, PC Internet companies, and even the second window of the start of the mobile Internet enterprises and entrepreneurs, are facing the challenges of change. But this is also a good opportunity, if you can successfully reconstruct the connection, it is possible to the current products from the simple information entertainment, to become a more extensive life products, to promote the further development and expansion of enterprises.

(Photo from: Geek Park)