Our company long-term and 4 major operators (mobile, telecommunications, Unicom and radio and television), products are mainly for operators, accompany operators to do a lot of business and personal products, our business products, won the country's 1/3 operator market, but the business has been tepid, This has led to a tepid market for our company's operators. The expansion of operators ' business has also contributed to the difficult Internet transformation of our company. Before we just went with the flow to conclude that "the Internet era, operators can not carry out enterprise and personal business, will inevitably start to become a plumber", recently read Zhou Hongyi this book, many words are very pertinent, that try to from the theory (Zhou Hongyi language) and the actual (our operator project experience) to analyze this assertion.
- You are passionate about Latin America relations, through the back door, dreaming of integrating resources, or, what hot you do, what fashion you chase. If you are such a value, no money can be done.
Analysis: The operator's Latin America relations to go behind, which is inevitable. Do the operator project, up to the leadership, down to the creeps, all need to service good, otherwise casually find a stubble, your project will have to drag, even dismount. In addition, the operator's business is chatty, everything must be on. Big to Smart city, small to hotel booking business, a lot of, but very little or even basically not able to form a scale.
- Think about how to get your product into the hands of the user and be able to exceed his expectations. In the inability to do everything, at a point to make the user feel absolutely good, in order to really form a virtuous cycle. The way of products, similar. As long as you are doing consumer products, is directly oriented to consumers, the product is easy to use, users like
Analysis: Some of the operators of the department leaders often mention experience, easy to use, in fact, I have access to several business products, this sentence is rarely reflected in the final product selection. The most important indicator of their choice of products is function and performance. Who has a lot of features, strong performance, I choose Who. There was an internet company that competed with us to bid a corporate conference product. To tell the truth, their experience control interface, much stronger than we, their products have been a large number of enterprise user use, function point is also in line with the needs of most enterprise users, has withstood the cultivation of the market, is indeed a good product. But actually in the competition, we still get the mark. There is only one reason, we have one more function: Our compatibility is stronger than him, can connect various brand types of conference terminal (actually, this is a pseudo-demand).
- Faced with the hope of transformation of the enterprise, I will persuade them to abandon the concept of argument, abandon the plan on the platform, abandon the so-called big strategy, give up the idea of big chess, or should focus on the user
Analysis: Whether it is the head office, provincial companies and city companies, the demonstration and planning is what operators prefer to do. We have a product, from product market research, product morphology analysis, product revenue model, one-stage scale, two expansion, and so on, with the move to demonstrate and analysis, the light of these before and after spent 1 years of time, in addition to the development on-line, the overall consumption of two years. And at this time, just is the Internet development in full swing, the related business also appeared in the Internet company.
- Change is the idea of the Internet. Your product must let people go to use, the user every day in use, there will be a lot of feedback, you continue to absorb feedback. From the industry giants can not see, do not understand, look down on the small focus on the market, through rapid and continuous improvement of product user experience, so as to subvert the market structure
Analysis: After the product on-line, the operator has two sets of people responsible for the product: A set is the business Promotion department, such as the collection of customers, enterprises, individuals, etc. another dial is the operation and maintenance team, responsible for maintaining the normal operation of the product. The two departments operate independently. The last thing the OPS team wants to do is update the version, because it means they have to work overtime, and that means taking on the consequences of a failed upgrade. The collection feedback process of the promotion department is also relatively loose, that is, the operator does not have a lightweight continuous improvement of the product business process, resulting in a lot of good advice can not be feedback to the business manufacturers. Two reasons, which is why our products are rarely upgraded after the launch.
- In more than a year, we have been working hard, do a lot of humble work, these things inconspicuous, target children have a: To make antivirus software easy to use, effective, so that users with cool
Analysis: Within the system, the value is to be able to quantify the indicators, to be able to caller. What can I quantify when I choose the manufacturers involved? Nature is the quantitative parameters of function and performance. The more features, the more complex the user's operation, the worse the experience naturally. Therefore, operators to do business, the majority of the energy is put into the function above, the user experience this piece of nature has no energy involved.
- Many technology-born people too superstitious technology, turned to technology and technology, technology has become a means, the result has become a goal, thus ignoring the consumer
Analysis: There is a business, we are involved in the Mobile Research institute product specification definition, a total of 3 participation, the other two are ZTE and Huawei. The specification lasted for 3 months. During the period of 3 manufacturers in order to improve the bid threshold, shielding competitors, everyone in the specification plus their own, other manufacturers do not have the functions and technology. Finally, the combination of 3 features and technology specifications, became a chatty products, but also successfully blocked n many other manufacturers, this tender is also our 3 food. At that time the specification of these personnel, are technical personnel, so-called technical experts, who are not in the formulation of the time to think about the end of the user.
- Free is a feature of the digital age, in the internet era, you sell products to users, your relationship with the user has just begun. Frontline customer service and operational staff are the driving force for innovation
Analysis: This needless to say, manufacturers and operators are affair, manufacturers naturally did not understand the "relationship has just begun"; In addition, the user's relationship chain path is too long, the user-operator customer service-Operator product Division-Manufacturer customer service-Manufacturer Product Department-the factory development, resulting in feedback and optimization of abnormal difficulties, Nature does not absorb the feedback from the front end very well.
Analysis of the reasons why operators become pipelines--read "Zhou Hongyi Readme: My Internet methodology" after feeling
