CAMERA360: Take a look at the psychological tactics let the white light up the high level photos

Camera360 Three co-founder (left to right): CMO Guorui, CEO Xu Xian and CTO Xu Xian a world-renowned photographic application, how will it build its global product new strategy? Article | The Camera360, born in Colin in May 2010, has undergone 5 important updates. However, founder Xu Xian is not satisfied with the previous iteration state of the product, in his words, before the 5.0 version is like guerrilla warfare, each new feature is thought of added up, almost no planning. As of May 2014, Camera360 nearly 300 million of the world's users, about half of them from overseas. The 5.0 version, which was launched in February this year, is an important milestone for Camera360, a huge user. In the "Entrepreneurial State" reporter interview, Xu Xian chat, each person has their own life and vision, each person through the lens to see the picture inside are different, Camera360 's 5.0 version of the mission is through the mobile phone lens will be the user to see the picture expressed. Just like the 5.0 slogan, my camera, My life ", the user through the CAMERA360 5.0 offers the camera store and the filter store, can build their own photographic applications." Xu Xian hopes that the 5.0 version after the iteration can serve as an important basis for Camera360 to 1 billion users. 5.0 strategy: Online store time pulled back to May 2013, Camera360 is planning a battle. For its users, mobile phone photography application looks like a hodgepodge, Camera360 continuous introduction of camera, moving axis camera, loft effect, fry film effect, such as completely independent of the new module, each module on-line equivalent to a version of the update, users want to download a new version, the new features to open the test, Write down the name of your favorite module so you can reuse it the next time you open the app. The advantage of this way is to be able to rely on creativity to win market opportunities, such as brainwave think of the sound camera, funny camera, the disadvantage is that the module at random, the product is also getting heavier. To prepare for 5.0, Xu Xian and the team used to study micro-letters: the micro-letter on the line until now, the product framework has barely changed, what is the secret? Xu Xian that the establishment of an orderly, organized modular space, in the user's consciousness to form a clear path of operation. Camera360 's first change in version 5.0 was to replace the complex modular functionality with an online store, which featured the camera store "and the special effects store", distributing various cameras and filters to different online stores. Users can retain the favorite features, delete the dislike, the product becomes lightweight, for example, to travel only the easiest to keep the light camera, the user who likes to take a photo of the beauty of the camera to a button beautiful skin. The benefits of online stores are free collocation, lightweight, and, at the same time, feature upgrades are no longer dependent on version updates, new features and filters are directly online. Each pair of eyes is a unique filterThis is the original intention of Xu Xian to create a filter store, where most users can find their favorite filters. However, there are also a group of Camera360 users, "in order to serve them, another innovation is Born: Filter Creative." Xu Xian, for example, a few years ago, photography enthusiasts are the image of those who carry SLR cameras, shuttle in the streets of enthusiasts, today's photography enthusiasts can handheld mobile phones everywhere, they are extremely enthusiastic about the filter function, each line a new filter will immediately try. As a result, Camera360 began working with a number of top photographers at home and abroad, such as V2 Visual photography Group, which has many branches around the world, customizing the unique filter style. These photographers and photographers have their own fans online, turning their style into a filter and a new attempt for them. In fact, the purpose of Xu Xian is to learn to sing "psychological tactics, if the small white user can sing the sound quality of comparable singers, will produce stronger stickiness; Similarly, when small white users can use mobile phone to take a high level of photos, will also produce professional-level enthusiasm, the public users become more professional, and even transition to a small audience enthusiasts. The 5.0 version also has an important change: Before the Camera360 can only be photographed can not be edited, and now can support the shooting after the editing and high-quality photo output. In other words, it encompasses the features of products such as the US Mito, and also provides photographic advanced adjustment features required for professional photography, such as highlights, low light, exposure, and color temperature adjustments. The purpose of Camera360 is clear: the user can edit and beautify photos after taking photos here, using the functions of management, backup and sharing of photos to show friends of different dimensions, and finally to present the photos on different devices. It hopes that from a personalized photography tool, into a user needs around the provision of a closed-loop photography services. The methodology behind the transformation: internal strength is more important than the profit of nearly 300 million users of Camera360 has been living in Chengdu. Xu Xian said that Camera360 's team personality is relatively independent, rarely swayed by outside speech. In the 2011, Instagram in Silicon Valley, which led to social sharing of pictures, as well as several image-themed communities, Leshing and other products in China, and some encouraged Xu Xian to try socializing. The CAMERA360 team had carefully considered, and even created a thorough social plan within a week, but ended up not online. Xu Xian has a habit: in advance, that is, the start-up of a new project to think over again, think about which links will be overlooked. After the offer, he thought social elements could not be rushed online, the first was that the team was not good, and the second was that the team was not keen on socializing. The first 3 years of the product should be a foundation, only professional photography software, not distracted by other business. From the demo version of the early 2010 to several versions of 5.0, Camera360 most focused on the new features and the reconfiguration of the engine. Founded 5.0version, they re writing code, the new engine can complete multi-channel rendering, and therefore, to achieve the ability to remove the fog of the magic sky. Fog Haze is not just a gimmick, it allows users to take pictures of the heart want to reduce travel regrets. Xu Xian that the key to the mobile phone photography industry is the internal strength, that is, whether the engine is perfect, whether there is rapid processing capacity, to take an appealing image. Currently has a self-learning engine capacity of the company is rare. But he also found that the industry has something similar to the hand-travel industry: The engine is a technical advantage, and a variety of new features are a creative lead. Competition between products based on two categories of art and technology, but art "this category seems to be a shortcut", just like a game although the picture is rough, but play fresh, will still get a lot of attention. As a result, Camera360 optimized the product team and wanted to launch new features at a faster rate. From the original 5 to today's more than 100 people, the entire team divided into layers, divided into iOS, Android, WP and several other projects, product team driven innovation by the project team to follow up, and finally do iOS and Android update (prior to the iOS version prior to the Android update). After the 5.0 change, as a veteran of mobile phone photography, it intends to take a step forward in the profit model. CAMERA360 will soon launch the new project is the most beautiful document Photo ", the user in the light background to make a good bust, will be automatically dug out, put in a fixed template, such as job templates, to the United States, Japan and other places of the standard template visa." CAMERA360 is responsible for printing and courier to the customers in cooperation with the photocopying shop. It wants to subvert the offline documents according to the store and the documents according to the camera. CAMERA360 recently established offices in Beijing and overseas to speed up the commercialization process. Xu Xian hopes Camera360 will become a worldwide 1 billion-size user of photographic applications. Camera360: From 1.0 to 5.0 November 18, 2010 v1.0 from the demo version to the new interactive interface, easier to user action. April 30, 2011 v2.0 in the most popular social sharing, new personalized photo sharing function, the use of second-generation engines, improve processing speed and capacity. February 23, 2012 V3.0ui all replacement, special effects classification, increase the replacement effect function, build user feedback platform. January 23, 2013 V4.0 added six shooting models, began to focus on user experience and interactive design, iOS version began to add photo editing function. February 19, 2014 v5.0 Camera store, special effects store officially online, fully support the photo editing function, in the profit model has more space for imagination and trial opportunities.