"Complications" in product growth

Have you ever experienced such a scene, "Site on the edge of the merchandise, but found that the sale of the Unexpected good"; "the page of the big banner repulse but somewhere in the text chain"; "The process on the user's intimate function, but let the user confused" and so on, these unexpected, "complications" of things, Is it completely different from the original design function? This article is like a brief discussion of these "complications".

of "the outer seed (seed)"

If you change the angle, from "complications" into "festival outside the seed (seeds)", there may be doubt products have not become bigger and stronger began to think about doing something else? How to do good products? In fact, each product will have several major types of users, mainstream users, expert users, casual users, edge users. The needs of the edge users and mainstream users is not the same, the product to catch the mainstream users can, but if found a potential seed, cultivate a bit can also turn the edge of users into mainstream users, not the current product is ignored. Let's take a look at a few examples:

Are you hungry? Recently launched the "Order Milk tea" products, the main order milk tea, although and take-away is the same booking, but from the crowd, "takeout" and "Order Milk tea" is 2 kinds of intersection does not coincide with the crowd, the colleagues around noon call takeout, have the habit of eating out, also have their own lunch? If the afternoon leisure time everyone together to call a cup of tea is not another situation? These people who are not accustomed to ordering takeout will not necessarily have no enthusiasm for ordering milk tea, and leave this piece alone. Keep milk tea, afternoon tea, chicken row classification, and do more convenient "Order milk tea" function, may be "take-away" "Edge users" have an impact, and then converted into "Order milk tea" "Mainstream users", pulling "takeout "This matter, from the crowd, behavior, the scene of the difference, in another angle, will also find the product of the seed."

Public comment "Http://www.aliyun.com/zixun/aggregation/12545.html" > Peripheral Quick Check "is also so, some users are just quick to find nearby banks, ATM, post office, etc., use up to 10% of the function, But to digest the current complete comments client, with comments on the client more and more all-inclusive, this part of the space will be more and more squeezed, so the public comments take the existing products, do the deletion and optimization, the introduction of "Peripheral Quick check" application, can also help these "edge users" into "mainstream users.

seeds

Seed growth will have 3 parts, from "Discovering seeds"-"nurturing seeds" to "thrive", in addition to the previous mentioned, hungry "Order milk tea", comments on the "peripheral quick check", there are many products have their seed products, such as: The United States Regiment of "Cat's Eye film", the United States Mito "beauty Camera", and so on, On the specific growth, we take the United States Regiment's "cat's Eye movie" To give an example:

The United States group through sales data analysis found that the purchase of goods in the movie ticket sales is very good, people like to buy the way to see the film, and analysis of the film industry in the next few years will continue to grow the industry, this is a very potential market, buy film tickets can be hailed as seeds.

* 2011 United States to sell 4.3 million film tickets to the film industry 1% share 2012.01.10 "Source: China Economic News Network," The United States Network sold all year 4.3 million movie tickets: Sales 120 million ""

After discovering the seeds, the United States group launched the "Web of film channels" and "American group movie app", so that users do not have to buy the movie every time in so many buy products to find the ticket, directly in the United States to find the film app, while providing film information, reviews, near the location of cinemas, More flexible to the simple purchase into a platform, some only buy movie tickets to think of the United States Group of users to develop into a "United States group film" mainstream users.

* 2012.02 U.S. team launched the U.S. film app 2012.02.28 "Source: App Store"
* 2012.11 Buy movie tickets accounted for the total box office share 16.7% "Source: NetEase Technology" American Group Movie App Revision: Go to buy the card bit mobile purchase Ticket ""

The American team movie app has reached a certain level of development, American Regiment wants to let the American Regiment movie ascend A grade again, can become independent perpendicular to the movie product, so renamed "The cat's Eye movie" and in the product design overall to buy, the increase chooses to sit, and so on more perpendicular function, Let the user feel the cat's eye movie can solve all problems, rather than Amoy cheap buy movie tickets to find our feeling, viscosity and fame greatly enhanced.

* 2013.01 American group film renamed "Cat's Eye movie", the goal to buy, emphasizing the guide, online selection and wait for the function 2013.01.24 "Source: App Store"

(The above only for myself through some of the data reported some speculation, such as the United States team colleagues see flaws please forgive)

No seed found no problem, if found also indifferent, then in the original such a large product plate, the seeds are either suppressed, or swallowed other parts of the product.

"Nintendo started out as a flower card", "Nokia is made of rubber", "Samsung is a sugar factory", "Skype initially only file-sharing", "Twitter began to want to do podcasts." The business that these companies are doing in their current businesses is radically changed. Although many people will say that there are times & Science and technology development factors in the inside, but it is undeniable that they found their own body of the seed, on the original basis of another germination, gave himself more possibilities, strong himself.

The picture comes from, Folding Bear's strategy in product cycle

Any product in the development of the middle will experience "trial and error, explosion, smooth, attenuation, classic" These several cycles, nothing but the length of time, the seeds can be small in the inside, have ever found their own products have seeds exist?

Source: http://ucdchina.com/snap/12751