Each pair of eyes is a unique filter

Each pair of eyes is a unique filter - this is the original intention of Xu Hao founder Camera360 filter store, most users can find their favorite filter here. A world-renowned photography application, how to build a new strategy for its global product?

Qu Lin

May 2010 Camera360 experienced five major version updates.

However, the founder Xu Hao dissatisfied with the previous iteration of the product, in his words, before the 5.0 version is like a guerrilla operations, each new function is to think of to add up, almost no plan .

As of May 2014, Camera360 has nearly 300 million users in the world and about half of its users come from overseas regions. Large user size, the 5.0 version on the line in February this year is Camera360 an important milestone. In the interview, "Entrepreneurial State," an interview with reporters, Xu Hao talked, everyone has their own lives and horizons, each person through the lens to see the picture there are different, Camera360's 5.0 version of the mission is through the phone lens The user to see the picture is expressed. Like Slogan 5.0, "My Camera, My Life", users can create their own photography applications through the camera store and filter store provided with Camera360 5.0. Xu Hao hopes that after the iteration of the 5.0 version, Camera360 can be used as an important basis for the scale of one billion users.

5.0 Strategy: Online Store

Time back to May 2013, Camera360 is planning a tough fight. For its users, the camera application looks like a hodgepodge, Camera360 continuous launch of Selfie camera, tilt camera, LOFT effect, Fry film effects completely independent of the new module, each module on the line is equivalent to a version Update, users want to download the new version, the new features one by one to open the test, write down your favorite module name, in order to re-open the next App.

This approach has the advantage of being able to win the market by creative opportunities, such as the inspiration of the sound camera, interesting cameras; disadvantage is the random piling of modules, the product is getting heavier and heavier.

In preparation for 5.0, Xu Hao and the team have conducted research on WeChat: WeChat online from now until now, the product framework has almost no change, the secret is what? Xu Hao believes that is to establish an orderly, organized modular space, the user's awareness of the formation of a clear path of operation.

The first change in the Camera360 release in version 5.0 was to switch from cumbersome module functionality to an online store that came out with "camera shops" and "special effects stores" to distribute various cameras and filters to different online stores.

Users can leave their favorite features, delete their favorite ones and turn them into light-weight products. For example, they only keep the simplest light camera while traveling. Users who like to take a selfie can use the beauty camera to make a key skin. The benefits of online stores are freedom, light and heavy, and feature upgrades no longer rely on version updates, new features and filters go live.

Each pair of eyes is a unique filter - this is the original intention of Xu Hao founded the filter store, most users can find their favorite filter here. However, Camera360 users also have a group of "niche", in order to serve them, another innovation was born: the filter creative.

A few years ago, examples of photography enthusiasts were those who carried SLR cameras and shuttle in the streets. Nowadays, photography enthusiasts can take photos with their mobile phones. They are extremely keen on the function of filters. A new filter will immediately try.

As a result, Camera360 began working with some of the top photographers and photography agencies both at home and abroad, such as the V2 Vision Group, which has many branches around the world, to customize the unique filter style. These photographers and photography agencies have their own fans online, their own style into a filter, for them is also a new attempt.

In fact, Xu Hao's purpose is to draw on the "singing" psychological tactics, if the white user can sing comparable to the singer's sound quality, it will have a stronger sticky; Similarly, when the white user can use the phone A high level of photography, it will have a professional-level photography enthusiasm, public users become more professional, and even transition to niche fans.

There was another important change in the 5.0 release: Previously Camera360 was unable to edit pictures, and now supports post-editing as well as high-quality photo output. In other words, it captures the features of the likes of Mito Xiu Xiu and provides advanced photo adjustment features such as highlight, low light, exposure, and color temperature adjustment for professional photography.

The purpose of the Camera360 is clear: After taking a photo here, the user can edit and beautify the photo, utilize the functions of photo management, backup and sharing, and display the photo to different friends in different dimensions, and finally present the photo on a different device. It hopes to change from a personalized photography tool to a closed-loop photography service built around user needs.

Methodology behind transformation: Internal strength is more important than earnings

Camera360 has nearly 300 million users have been living in Chengdu. Xu Hao said that Camera360's team is more independent in character and rarely waver in the outside world.

In 2011, Instagram took a big hit in Silicon Valley, driving the social sharing of pictures. There are still several pictures-themed communities. What's more, the development of music products in China is acceptable. Some people encourage Xu Hao to try socialization.

The Camera360 team considered it very carefully, and even created a thoughtful socialization plan within a week, but eventually it did not go live.

Xu Hao has a habit: pre-complex, that is, start the new project from start to finish to think about it again, think about what links there will be omissions. After the retreat, he believes that social elements can not rush on the line, the first is not good at the team, the second is the team was not keen on social. The first three years of product should lay the foundation, only professional photography software, not distracted by other businesses.

From the demo version in early 2010 to the several version changes in 5.0, Camera360 focuses most on the advancement of new functions and engine refactoring. When the 5.0 release was founded, they rewrote the code and the new engine was able to perform multichannel rendering, which enabled it to do something like Magic Sky to get rid of smog. To smog is not just a gimmick, it allows users to shoot the heart of the picture you want to reduce the regret when traveling.

Xu Hao believes that the key to the mobile phone photography industry is internal strength, that is, whether the engine is perfect, whether it has the ability to quickly handle and produce appealing images. There are currently a few companies that have self-developed engines. But he also found that the industry is somewhat similar to the mobile game industry: the engine is a technical advantage and the wide variety of new features is a creative leader. The competition between products is based on the two categories of art and technology. However, the category of "art" looks like a "shortcut," just as a game, though the picture is rough, still plays a large part in the game.

As a result, Camera360 has optimized its product team and wants to introduce new features faster. From the first five individuals to more than 100 people today, the entire team is divided into levels and divided into several projects such as iOS, Android and WP. The product team drives innovation and is followed up by the project team. At the same time, iOS and Android are finally implemented Update (Prior to iOS version prior to Android update).

After the 5.0 version of the change, as a veteran of mobile photography applications, it intends to take a step toward the profit model. Camera360 is about to launch a new project is "the most beautiful documents according to", the user patted a good bust on a light background, will be automatically cut out, into a fixed template, such as job search templates, to the United States, Japan and other places visa standard template. Camera360 responsible for printing and co-operation with the photocopy shop delivery to users. It wants to subvert the line of documents according to the store as well as documents according to Selfie.

Camera360 recently set up offices in Beijing and overseas, in order to speed up the process of commercialization. Xu Hao hopes Camera360 to become a global scale of 1 billion users of photographic applications.

Camera360: From version 1.0 to version 5.0

November 18, 2010

v1.0

From the demo version to the new interface, it is easier for users to operate.

April 30, 2011

v2.0

In the social sharing of the most popular time, adding a new personality photo sharing function; the use of second-generation engine to improve processing speed and ability.

February 23, 2012

v3.0

UI all replacement, special effects classification, increase the replacement effect of special effects, the establishment of user feedback platform.

January 23, 2013

v4.0

Added six major shooting modes, began to value the user experience and interactive design, iOS version began to add photo editing capabilities.

February 19, 2014

v5.0

Camera shops, special effects stores officially launched, full support for photo editing capabilities, profit model has more imagination and opportunities to try.