Leverling: Solve Tencent QQ, transform IM Company

Click Technology President Leverling. Figure/CFP

Introduction : The main enterprise instant Messaging market to set up alliances, providing master programs and customized services to create a potential user base

Although the young people who have been dubbed "the capital 13 little" are now no longer young, but these years "no one is idle". Only because of the choice of direction and manner, some people actively or passively hidden outside the media and public view. Sina once CEO, current Click Technology President of the Leverling is undoubtedly one of them. Leverling the past five years of "forgotten" a smile, but simply said that the past five years although the public rarely see themselves, but the company has never stopped exploring and accumulation. As for what is now called "back to the camera", it is also because of the need for business transformation.

target Tencent

A long time ago, internet analysts said that Tencent, with its clients firmly in his own hands, had actually taken control of the most irreplaceable resources of the Chinese Internet. In this context, "Tencent can at any time arbitrarily put its tentacles into any market area, and in a flash to become the field of the most formidable competition participants."

Leverling's idea is that since every internet company will face a potential threat from Tencent, every company can actually choose to "provide IM services" in a way that avoids the risk of user churn. But this kind of practice is not very good, and even fall into the embarrassment of user experience.

There is a network game company veteran has complained to Leverling, said his IM (instant Messaging) tool is really "forced helpless", but after the same "dilemma". "Not to do, because Tencent menacing, a few months to do what we have achieved in a few years." But after doing so, to the user itself has no meaning, the company is also a cost burden. ”

"Meaningless" is the reason Tencent "seconds to kill opponents" process. Because the game platform does not originally provide software-type IM services, originally gathered to the game platform users in mutual understanding and gradually after the community can only through QQ daily contact, and even through QQ to discuss when to go to the platform on the game. After a period of time, when the QQ launched a similar game platform, the user actually saved the platform conversion time, naturally also over to the QQ game platform up.

"The core is that the need for information communication is more intense and more common." Leverling said that many users on the QQ was not originally for the so-called chat, but because some can not provide IM service community-type applications, they stay in the community application of the longer time, the reliance on QQ is also stronger. So when Tencent finally cut into the market, they will naturally transition to Tencent's platform. In other words, if a large Internet application does not provide IM service, it can not accept the risk of working for Tencent ——— and Tencent can not be divided into its money.

Click Technology Transformation IM Company

More than a year ago to figure out the truth of the leverling so began to prepare, click the technology company also with the service from the enterprise-level users of the "collaborative work" transformation into the same face of individual users of the "suspected IM company." For this leverling also paid a huge price, the company then mass layoffs, not only let unknown observers produced a variety of speculation, even let Leverling's character and ability are subjected to torture.

After more than a year's time Leverling brought his Lavalava Alliance plan. According to his idea, Lavalava can no longer follow Tencent's way to defeat it, so only from the "solve the threat from Tencent," the point of view. With an OEM-like approach, Leverling provides Lavalava master programs and custom services to all companies that generate the need for IM software, and as a condition, internet companies that use Lavalava as their IM services must be branded "Lava Family" on their IM software Logo, at the same time become leverling future partners.

This, according to Leverling, would be a winning partnership that would not only circumvent potential threats from Tencent, but also bring potential users to companies joining Lava family.

"Because our partners are not just a family, the original user of the partner company does not feel the difference when using the IM tool provided by lava, and the user logs in with the account and password they originally registered on the partner company's website, but at the same time the system assigns it a unique lava ID. According to Leverling, after joining the alliance, any partner company can fight Tencent through its own brand of IM service, and on the other hand, it has the opportunity to face the customers of other more partner companies. And Lava and Tencent the biggest difference is that Lava family users are still the partner company's own, but in this alliance, we have a channel to each other to allocate resources, Lava will not have a potential conflict of interest with the partners. But in Tencent, all the users will be Tencent, everyone will have such a risk. Just as Intel hits an Intel inside logo on an OEM partner's PC, Lava family is just that.

Leverling said that he spent more than a year to do product commissioning and alliance expansion, by the time the product was officially released, Lava, who had been on the line for a year, made him "very confident", while the feedback from hundreds of partners made him "feel excited again".

the precedent of Tencent

In a subtle sense, the top Chinese internet leaders have completed a change in ideology, that is "if the previous IM software is based on business development considerations, is an attack posture, then now do im software more because of the threat from Tencent, the last resort to take a defensive posture." Such a thought for some time to get the entire Chinese internet default ——— netease bubble, Amoy Wangwang, Grand Circle and so on can even be thought to be the product of this kind of thought.

But while the future is beautifully portrayed, leverling and his lava alliance are not without risk, and even leverling is not the first prophet to have this idea and try to put it into practice. Ironically, it was Ma himself who first tried this. A few years ago, Tencent "enterprise IM Strategy" is in fact from this point of view, trying to the personal version of IM to develop a new market world, but today, Tencent has not yet achieved the desired goal.

"Tencent can't do it, or do it badly, because Tencent has been so successful on another road." "Leverling said," Click Not Tencent, I am not MA. So I believe that lava will surely become the new miracle of Chinese Internet.