360 Mobile phone Guardian Sword refers to the second mobile internet "ticket"

Mobile Internet mobile phone security is becoming a spotlight of the industry, 2013 will also be a year of rapid growth. Whether it is the traditional internet giants, or new ventures, are in order to rob a mobile internet "ticket" and hard to explore. 360 on the handset side of the core product 360 cell phone defender, once again refreshed the handset side tool software growth record. From 40 million to 200 million user growth, 360 mobile phone guards only used 1 years. Recently, 360 released earnings announced that by the end of 2012, its 360 mobile phone defender users are close to 210 million. According to the latest data of third party agencies, such as Eric, AI, 360 of mobile phone guardian users have more than 70% market share.

However, mobile security is becoming a new competitive focus: Baidu has just spent 30 million of dollars to complete a takeover of U.S. mobile security company Trustgo, pointing to 360. Earlier, Tencent through the acquisition, investment and other means, the establishment of mobile phone security "Tencent Department", as the 360 most powerful competition threat.

360 How is the guardian of the mobile phone in the crowd under the siege of the brutal growth, stand out? Can it continue to lead in the future? Our correspondent has visited 360 companies in charge of the mobile business of Vice President Li, his first to the outside world to decrypt the 360 mobile phone guard's barbaric growth history.

1th Act does not do "rich second generation": Entrepreneurial atmosphere + Savage growth

Limited resources, limited staff, no predictable future.

The story also starts from October 2009, at that time, 360 chairman and CEO Zhou found the old subordinate, is in another company as COO Li, will recruit it again under the command. As an airborne, Li has his own plan for the new position: To do a new business without conflict with the original business of the company, without touching the established pattern. Dozen work, created Li, although there is no particular clear ideas, but the determination of mobile Internet is the general trend. So, he joined 360 after resolutely choose to do mobile phone business. At that time, 360 companies were also struggling with the main business of PC security, although the Chairman of the Zhou has long foreseen the mobile phone business is the future trend, but suffer from their own energy by the PC business stall, an urgent need for an experienced, thoughtful and powerful implementation of the assistant into the field of exploration, the need to "gamble." So Li became the perfect candidate.

Li took over is a team of less than 10 people, because at that time did not have too many resources to support, there is no stable product prototype, but also did not form a user group, only a few experimental nature of the product.

Solve people's problems first. Li character Strong, he knows, no sense of belonging, no centripetal force, no vision of the team, is not a beautiful battle. To do things, we must solve the problem of people hard: Want to stay, must be stick, the mobile phone guards do, there is no retreat. The death of the command, but also to clear the goal: the highest program is 360 mobile phone guards to become China's best mobile phone security and the largest mobile applications, the minimum program is to survive, become the 360 company's best products.

The second is to establish the right product concept. Product strategy depends on two dimensions: first, what should be done, that is, trends, and what can be done, that is, resources. In the big trend, Li fully agree with Zhou's judgment, is mobile phone mobile business early evening defeated PC. So, he resolutely does not touch PC products, travel light, only do mobile phone business, and decided to all other experimental products to stop, 10 or so people are focused on doing one thing--360 mobile phone defender.

At that time, the Network Qin has been mobile phone security software pioneer, the market share reached more than 70%. One months later, 360 mobile phone guards were officially released, and users rose from thousands of to 500,000. Three months later, the user reached 1 million. By the end of 2010, 360 mobile phone defender users quickly increased to 30 million.

Focus, entrepreneurial atmosphere, barbaric growth of free space--360 mobile phone business hit. And Li is a true super workaholic, in his "bulldozer" type of strong impetus and lead the leadership of the 360 mobile phone guard team for several months without holidays, survived to become the lowest goal.

Li that the entrepreneurial atmosphere + barbaric growth is 360 of mobile phone guards early success of the root cause. Tencent's mobile phone QQ do but Tencent's micro-letter, is this reason. Mobile QQ is in Tencent internal incubation, the company gave strong support, "rich second-generation" difficult to stimulate entrepreneurial enthusiasm, habitual in accordance with the original routine to do, difficult to succeed. and the micro-letter has not been taken seriously, independent development in Guangzhou, not too many resources, the result has become the most successful mobile phone applications.

What business is suitable for savage growth within large corporations? Li summed up three elements: first, the general trend of the two, there is a suitable person to gamble; third, in the short term will not impact the existing pattern. The combination of these three elements will enable the new business to have a short space of free play and barbaric growth.

Sina, Baidu, Tencent and other Internet companies, often carefully hatched, investing heavily in seemingly beautiful potential businesses, but often with little or no results, is like "rich second-generation syndrome": when resources are limitless, people are more ambitious, more willing, and once they are out of existence, Has lost the impetus for innovation and change.

2nd Act Consolidation and development: Nail Strategy + killer Application

The results show that when the absolute advantage is not attained, the fighting power can not be dispersed blindly.

From the beginning of 2011, 360 mobile phone business into the exploration and change period. At that time, mobile Internet investment became more and more hot, has become the most promising area. and 360 mobile phone guards already had 30 million users, become the market boss. As a result, 360 companies have higher expectations of mobile phone business, hope that through the allocation of resources, in this area more attempts to the company as a whole to the mobile Internet transformation to prepare. In this context, the mobile phone team, which has grown to dozens of people, has been reorganized, splitting out several small teams, each of which has been experimenting with many new businesses on its own. For example, the mobile phone box split out into a mobile phone assistant, some people do mobile phone browser, some people to do the message (micro-letter of similar products). And Li was temporarily drawn to strengthen the 3Q after the attack of Tencent, the pressure of the huge PC business.

But these experimental exploratory effects are not ideal because they are not focused enough. This year, the rapid popularity of smartphones, but 360 of mobile phone defender's user growth did not keep pace with the industry, only from the beginning of 30 million growth to the end of 40 million, the market share from 60% to about 50%.

The reverse view Jinshan, Tencent and other enterprises, have been in the mobile phone end, launched their own mobile security products. Tencent is heavily invested, first by acquiring a security housekeeper, investment Jinshan Network, set up a mobile phone security "Tencent" camp, and in the television, buildings, the media put a huge advertisement, to promote Tencent mobile phone butler, this inside Tencent is called "Defense Plan" project, the goal is to use mobile phones to replace the PC shuffle opportunities , the 360 mobile phone guards to form a siege.

At the end of 2011, felt the aggressive attack from Tencent, 360 mobile phone guardian situation is critical, Li was Zhou 祎 emergency recalled, regain the mobile phone defender. After the handover, Li first or solve people's problems, unity, integration team, set rules and objectives, heart Mo to attack the hills. Then there is the product strategy. In Zhou around for many years, Li in the product concept by his influence. Zhou repeatedly stressed that to emulate Huawei's "nail strategy", the pressure cohesion in the nail tip, with a fist products, nailed to a new market. As long as a product is really nailed to the user's mobile phone, then it is easy to recommend more good products to users.

So what is "nails"? Li that this "nail" is a killer application with four features:

The first is to solve the user's rigid needs. Spam messages and harassment calls, for example, are just needed, and cell phone viruses are not. Users have a relatively small chance of encountering a virus, and there are a lot of spam messages and harassment calls every day, which is just needed. What is needed is a timely, not icing on the cake.

Second, the product should let the user have very strong perception. But "user perception" is different from "sense of being". Li that the perception is not to let users know the existence of products, but by satisfying the user's function and psychological needs, so that users agree with its value, but will not always disturb the user. For example, 360 "suspension window" integrated a key cleaning, shortcut switches and other common functions, in the mobile phone screen has a small elf, usually does not affect the user interface. When the user's cell phone memory footprint is too large, the elf will turn red, the user gently, the elf Green immediately, help users to complete the work of mobile phone cleanup. This design lets the user have the intense perception, but does not affect the user to use the handset normally.

The third is to be easy to share. Mobile Internet information is huge, users are willing to share a Word-of-mouth, novel experience. such as cloud interception, cloud tagging function, the user received a harassing phone, a key to mark, and through the cloud to form a interception strategy to help more people identify the spam phone. This feature has a strong sharing and communication experience, but also users feel very valuable applications, users use this function, is willing to tell others, to achieve the psychological help and self satisfaction.

Four, the product must have the stickiness. 360 is a tool platform, viscous is a natural weakness. The tool platform is very easy to be revolutionary, therefore 360 has the intense sense of crisis, must through Innovates unceasingly, the user stays on this platform. such as spam message cloud reporting, cloud identification function, users are mobilized, the most critical is the introduction of the user ID, the user in this tool platform has its own identity, the use of this identity can be points, receive rewards, and therefore has a sense of honor and participation, but also with other users to interact. If the social platform is the stickiness between people, and Mobile guardian is to protect user data, privacy to establish the user's stickiness.

"When the user trusts you and puts the data in your custody, you naturally have a natural stickiness." "The 360-cell phone guard started developing products from this early and decided it was an important direction for the future," Li said.

3rd Act Breakout and Jump: Integrated marketing + Enhanced mobile positioning

Nail into a nail, but also rely on integrated marketing, social marketing, continuous innovation, strengthen mobile positioning methods, with a complete set of ideas, the 360 firmly nailed to the client side.

In the popular social new media era, the wine is also afraid of Deep alley. "Good product", is no longer only satisfied with the needs of the product research, functional definition, design and development, but also includes product functional packaging, interface interaction and how to reach and retain the user's entire process design implementation. Li this process as a product of "integrated marketing".

Li that integrated marketing should not be a simple media strategy, publicity strategy, but to the product strategy, business strategy and media strategy integration, the user experience, user Word-of-mouth and publicity combined. In the 360 mobile phone team, the marketing department and the PR department employees, participated in the "good product" throughout the process, from user demand research, product design, development, testing to the final release of the product. Market and PR personnel as a technical small white (not understand the technology of ordinary users) to challenge the product manager, so that the product more grounded, but also a deeper understanding of the product, know how to better interpret and describe the product. In addition, 360 mobile phone guards also have a very large group of fans. Here gathered a large number of loyal users, participate in product design, testing, feedback a large number of the most real needs, the equivalent of users to design products, the user's enthusiastic participation is also very high. Through these beta groups, the equivalent of tens of thousands of or hundreds of thousands of people involved in 360 product development.

Mobile phone theft is a fairly typical case of integrated marketing. 360 Mobile Guard Anti-Theft function was first launched in August 2011, but the product has been in the grinding period. Until 2012 before the spring festival, through internal testing of the fan group survey, product managers found that users during the Spring Festival is one of the most worried about what to do when the phone is lost, rather than junk text messages. So all 360 team members are involved in the design of this function. In the user and the whole team brainstorming, card-changing reminders, remote positioning, automatic shooting thief head and head return, remote alarm, mobile phone data automatic backup, loss of mobile phone data erasure and other functions have been strengthened or realized. Through micro-blogging interactive marketing, mobile phone anti-theft function during the Spring Festival launched a mobile phone anti-theft activity upsurge, to help users find more than 500 mobile phones, and even to help Kunming, Guizhou, Zhejiang, Shandong, Hunan and other police successfully detect the theft of mobile phone robbery, so that later on Weibo as long as someone spit slot mobile phone stolen, There are a lot of people in the back thread recommended use of 360 anti-theft.

In the integrated marketing process, 360 pay special attention to two points, the first is to catch events, the effect of event marketing spread fast. So through micro-blogging, referrals to find a successful mobile phone case. The second is to combine with the brand, strengthen product function. 360 To do is the security of this matter, in the propaganda at that time to highlight the security of the phone back to shape the brand.

In addition to nail strategy, integrated marketing, product function of continuous innovation, differentiation of the old PC play, is also very important. A period of time to introduce a new bright spot function, adhere to the needs of mobile phone users to design product features, in order to better adhesion users.

Product innovation path, one is based on the previous killer application of four elements, the second is the overall planning of mobile phone security products. For mobile phone security product planning, can not use the traditional PC safe way to do mobile phone positioning. Like Tencent's micro-letter and mobile phone QQ, mobile phone QQ is in the PC thinking to do products, the starting point is how the PC on the user migrated to the phone, so not successful. But the micro-letter has to completely reconsider the characteristics of mobile phones, such as lbs attributes, timeliness, interactivity and so on. Another example, the net Chimbi 360 earlier into the mobile phone security field, but the main line is still in accordance with the PC idea main anti-virus function, so quickly by 360 of the anti-harassment function defeated.

According to the needs of mobile users, 360 of mobile phone security is divided into four levels: the first is the security of communications, the core is spam messages and harassment calls interception. Second, privacy and data security, mobile phones have become a part of users, information, photos, contacts security more and more important. Third, the application of security and system security, with the application of increased, traditional viruses, Trojans, rogue software will eventually burst on the phone. Four is the equipment safety, namely the complete anti-theft function.

Nail strategy, integrated marketing, social marketing, continuous innovation, enhanced mobile positioning, this set of combination of boxing down, 360 mobile phone guards back to the style of the week-style. From the beginning of 2012 to the end of the year, 360 of mobile phone defender users from 40,000,001 Road to nearly 210 million, the annual rise of 5 times times. 360 The total number of mobile security users (including 360 power, 360 optimization trend, 360 security communications record) more than 300 million. From 100 million users to 200 million, micro-credit for 4 months, and 360 mobile phone defender as a lack of interpersonal communication characteristics of the pure tool software, but also only used 6 months. According to Eric Mut data up to the end of January 2013, 360 of mobile phone defender's user coverage ratio has more than 70%, become the mobile phone security market absolute leader. The "2012 China Mobile Phone Safety Market Monitoring Report", which was released by Ai Media, showed that 360 of mobile phone guards had a market share of 70.2%.

4th Act relative safety to absolute safety: increase stickiness + brand

75% of the market share is still not the mobile internet to get the "ticket."

70% of the market share, did not let 360 mobile phone team have full security. The reason is very simple, the pattern is undecided. At present, China's smartphone users are around 300 million, and in the next few years this number will increase to 1 billion. 1 billion will be a relatively stable smartphone use scale, and 360 mobile phone security is currently only more than 300 million users. Can you catch the new user? Can you deal with the bigger competitors who will enter in the future? Can you keep the market leader's position? Affected by Zhou 祎, 360 mobile phone security team is a very sense of crisis team, in the face of strong enemies, on thin ice ...

Any enterprise at the beginning of the venture, it is impossible to fully understand, especially in the fast changing mobile internet, most of them are done before summing up the experience and lessons. For the future of 360 mobile phone guards, Li did not reveal a more long-term plan, just smiled, in this rapidly changing industry, he only know that some things must be done, some things do not worry. Now, he only dares to plan within three months.

It is necessary to continue to nail the nails. According to Li Analysis, the future mobile phone virus, Trojan will be more than the PC, mobile phone data security and privacy issues than the PC more serious. So the product strategy will continue to go from these two safe hands and nail more nails.

Increasing the stickiness of tool platforms and retaining users is one of the things that must be done. Tool-type companies and social companies are not the same, tool companies have a sense of crisis at all times, tools are at any time the possibility of technological revolution. Before 360 did cloud identification, cloud interception, Address Book backup, encryption, a key transfer functions, are to improve user interaction experience, enhance product stickiness. In the future 360 will also provide mobile phone users with one-stop security services, 360 mobile phone assistants and other platform-level products will be accepted by more users.

Building a brand is also a must. 360 to enter the security industry, in order to subvert the free form of the industry, which also led to some of the animosity. From security software to browsers, Web site navigation, smartphones, search, more than 360 times with competitors conflict, saliva war on its own brand has also caused a little negative impact. Kong, Shing. In order to extend the strategic opportunity period of 360 mobile as far as possible, Li has developed a "more cooperation and no war" market strategy in the mobile security business. Through more alliances, for the company to gain more valuable space for growth, the mobile end of the rapid promotion of the brand. Weibo marketing is not eager to promote products, but focus on operating brands. For example, the official microblog of 360 mobile phone guards is located in the image of sunshine, public welfare, responsibility, professional, in the official micro which already has nearly 2.5 million true fans, the most is not the propaganda product, but spreads the various content and the event related to the above positioning.

The commercialization of the

360 phone guards seems to be far from being taken into account. As the 360 core "nail" service, 360 mobile phone guards will always be located in the "free products" for 1 billion Chinese mobile phone users to provide the best security services. On this solid basis, through more nails to create a solid user platform, and then through the platform to the value of value-added services recommended to users. Perhaps on that day, commercialization will come naturally.