Burn After reading: Privacy in the naked running alone only to defeat

Share a picture with a friend, but this picture will be automatically deleted in 10 seconds or less. This is burnt after reading. In the moment of data mining, this pattern is reversed, and overnight it is the most popular app.24 day in America, the use of read-burning reading way sina social im products "micron" low-key on-line, according to incomplete statistics, after reading that the product has been 10 or so, but the application of investment or user praise is currently very few. Entrepreneurs in the south are interviewed by reporters that the "Burn After reading" The single model itself will not be successful, must be combined with other "rigid needs" to break the possibility of a breakthrough. It is impossible for apprentices to bypass Snapchat since high mentions "burn after reading". In June this year, Snapchat co-founder Spiegel said the application had completed a 60 million-dollar B-round financing and valued 800 million dollars. According to its official data, every day to upload photos on Snapchat 200 million. This information provokes the sensitive nerves of all entrepreneurs at home and abroad. Snapchat's Chinese apprentices began to get restless: from the grassroots teams of several people to the well-known Internet companies, they launched a new product as a sign of "Burn After reading". Renren "Fifi", Alibaba Group "contacts", there are clicks, dare to chat, bubble letter, So-and-so ... Domestic entrepreneurs look forward to being able to break through the Red Sea of social application development like Snapchat. Unfortunately, most products are still in the "minority" group since high, influence than Snapchat but there is a difference. "So-and-so" should be regarded as one of Snapchat's pious apprentices. Combined with the "after-burn" model and the "two-degree network", last week on the line announced that they have received millions yuan investment angel. "So-and-So" co-founder Ye Wenjia for his identity is also deliberately maintain a little low-key, but mentioned Snapchat but the slightest disguise to its worship. She used "great innovation" to describe "after the burn" model, and predicted that "after reading is burning in China needs localization, find the right point of entry, its existence form will not be a short-lived, but it would be a big trend, will be more and more people to adopt." "Click" to "Burn" The Social application "click" to maintain some calm in worship, click CEO Zhao Nan told South all reporters: "The idea of clicks into the end of 2012, at that time want to do something on the Internet privacy, in the decision to do after the accident learned that Snapchat in the United States fiery." "According to Zhao Nan Introduction:" Snapchat access to early seed users, after reading that burn the credit is indeed very large, but Snapchat to today's scale, rely on is not simply read after burning. "In the private economy, what do entrepreneurs think of Snapchat sweeping foreign markets at such a fast pace?" Ye Wenjia The concept of "private economy" to reporters in the south. She analyzes, in the current information cumbersome society, "private economy more and moreThe more people pay attention to it. " Ye Wenjia said: "The information is rampant at the same time, also let users have more and more protection of privacy needs, users need to be in the private chat process to a greater degree of relaxation, including pictures, words, sounds need to be kept secret." Under the demand of users, private economy becomes a big trend. The more social the economy, the greater the potential for privacy. Micro-letter of the Circle of Friends is a manifestation, only mutual friends can see the message, simple this, but let the user very satisfied. "In her opinion, this is not only one of the main reasons for Snapchat, but also the secret weapon of" burning after reading ". Zhao Nan only one word to the South reporters introduced the "after the burn" is able to quickly swept overseas markets, the main reason ——— "fast." In the foreign social application market, at that time is full of Facebook, Instagram, path this slow experience of products, users just want to share a picture to each other, but need to go through a series of tedious process, while the other side to see the picture also go through a series of tedious process. And Snapchat has made a lot of effort in this area. Zhao Nan to the south, "for example, Snapchat opened the application is the camera, and their cameras open even faster than the original camera, according to the Snapchat team said they spent 3 months on the optimization of camera speed." When the photo is sent faster, plus the concept of "Burn after reading", the user's view and feedback speed has also been speeded up because of the novelty-seeking mentality. In addition, from the user's point of view, "Burn after reading" to provide psychological security, so that users share photos of the psychological threshold to reduce the willingness to share more photos, but also the rapid development of its traffic is one of the reasons. Gobi Investment partner Ken to the South All reporter analysis, in terms of foreign countries, "after the burn" mode of appearance more for the protection of user privacy, this is also a clear market entry point. When Snapchat and others appear, there is no such a homogeneous community service to meet the needs of users. But the domestic environment is different, the entrepreneur if only is "after reads namely Burns" as the request to do the application, the reality environment is very difficult to allow it to become one hundred billion user's application. Disadvantages in the application of narrow has been concerned about the "Internet evolution" of the founder Liu Identity "after the burn" innovation point, that is, "information is no longer retained, Internet users will automatically delete after reading." But he told the South reporters that there are some problems with this innovation. Liu analysis, "After reading is Burning" mode violates the "Internet Information is wealth" law, no accumulation of information, this site or application of the future will be difficult to obtain knowledge surplus; second, from the user demand point of view, "after the burn" model does not seem to meet the "strong demand". Although from a certain point of view, can meet the information privacy of an unusually strong demand, but the application of the scene is too narrow. Liu said: "In the United States there are often some new internet innovation will be a huge investment, but the huge investment does not mean that it can withstand the Internet evolution of the screening." ”Light blog to Instagram, once many mobile applications in the localization of the road seems not smooth. That "after reading then burn" model will also face the problem of acclimatized? In the final analysis, how can it solve the user's needs? Liu stressed that the domestic Internet applications must meet strong demand, too single and literary function is difficult to develop at home. and Zhao Nan very sure that "in China, pure Snapchat imitators will not succeed." "The habits and behavior of Chinese netizens are very different from those of American netizens. This also directly affects the shape of the product. Feng to the south of the reporter analysis, the Chinese user's "home", "Bad social", "insecurity" is not conducive to the creation and sharing of pictures, and "The privacy of the security of the attention" is difficult to read after the concept of burning this resonance. At the same time, China has micro-letter, mobile phone Q-Q, such as the application of the general. This is not the case in the United States (Facebook Messenger,whatsapp and so on), this part of the point to share the image of the demand has been met. Around the user's habits, Ye Wenjia, who has studied and worked in the United States, has also expressed great agreement. Snapchat in the United States, she said, because it is more in line with the habits of foreigners. For example, the American mind is not solidified, it is fun to share some of the pictures of intentional parody. She said: "In the United States, Snapchat users tend to be mostly young people under the age of 20, who like to share graffiti, as well as Wall Street practitioners who have high demands for their professional image, so there is a high demand for the occasional drunken indecent photo. and S n a P c h A is based on Facebook friends and hard to move to China. "Mix and match strong demand" angel investor Zhu Bo told South all reporters, "after reading is burning so not too much technical barriers and commercial barriers to the application, in China to develop relatively difficult, only to meet the rigid demand as a breakthrough point can be successful." "Zhu Bo also points out that a number of niche, vertical industry applications may have greater opportunities. After reading that burning mix "strong demand" has also been Liu recognition, he said: "Snapchat after the burning function is indeed a bit weak, the probability of a successful listing is very low, but the possibility of mergers is very large." Such products must be combined with other strong needs to develop space, or microblogging, micro-letters and other giants will also put this simple feature into its function. "That" after the "burning" localization of the road, what needs to be in the product settings and customer experience to do what adjustments and breakthroughs? In order to let users better play "click", Zhao Nan told reporters, "click" in accordance with the actual needs of users in the adjustment of products, the changes are also around the "increase user stickiness" This demand point. It is understood that the user group of clicks is mainly 18-28 years old. For domestic netizens in the introverted and conservative character, after the completion of the basic function of burning after reading, but also provide the function of anonymous send; In order to increase the amount of users,Try to provide the function of sending a message after reading through a micro-letter; In order to help users to resolve the lonely and lonely cold, providing the lobby service, so that strangers can play together. In view of the implicit thinking habits of domestic users, social application "So-and-so" will "burn after" mode with the user's social needs to do a mix. "So-and-so" is not a "burn after reading" As a whole, but as one element, and "Friends of Friends," the private social needs of the combination. Ye Wenjia to "Burn After reading" The localization of the understanding is: "localization, is to find what is the social pain point, what is really able to solve the demand." "It seems to her that there are two major pain points in society now: first, unreliable strangers to make friends with the application of rampant, in the face of real dating needs, but do not know where to start the public, friends are king; Secondly, the greater the potential for invasion of privacy, the more rampant social, the greater the privacy, the more people will need to protect their privacy. These two points just can be realized by burning after reading.