Easy Faith has a long way to go.

Summary: View the latest market when the micro-letter began commercialization, to seek fees and abandon the public number, hurt a lot of people's heart, NetEase lei Ding shot, easy letter was born. From August 19 after the launch of a short period of 3 days, the number of users to break 5 million, free SMS function sent number

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When the micro-letter began commercialization, to seek fees and "abandon" the public number, hurt a lot of people's heart, NetEase lei Ding shot, easy letter was born.

From August 19 after the launch of a short period of 3 days, the number of users to break 5 million, free SMS features sent more than 1 million ... This is the Instant messaging platform new spoiler "easy letter" transcripts. In the number of micro-letter users reached 400 million, rice chat, fly letter failed to form a threat, the birth of easy faith is to challenge the micro-trust overlord. Reporters in the days of trial and easy to find, at this stage, although free voice messages, free expression and other functions are very attractive, but with active accounts as high as 235.8 million, and has gradually moved to commercialization of the micro-letter, easy letter to go a long way.

Advantage

Free SMS and voice installation can be received

Recently, the new Express reporter download Easy to taste, and other similar tools, easy to send voice, text, video, music, texture expression and other functions, but also through the "Circle of Friends" and friends to share life.

As the first partner with the carrier products, easy to believe the killer is free phone and free SMS. That is, through the letter to the telecommunications, mobile, Unicom's address Book friends to send free text messages, even if the other party does not login easy to letter, and even the phone does not install the letter can also receive text messages, more conveniently, users can send a telephone voice message to the other side of the phone or fixed telephone, even if the other party did not install the letter, you can also receive a message, The other person can reply after listening to voice mail.

The reporter tried to send a message to a friend who did not open the letter by letter, the operation and micro-letter voice call similar, press the voice key after the phone began recording, release automatically send the recording. About 1 minutes later, the other fixed phone ring rang, caller number display "0400" Start, pick up the message can be received. Reporters at the same time to do similar operations to the non-letter users to send text messages, each other can be successfully received.

The goal is to micro-letter, both to save the publicity costs, but also try to win.

Tips: The reporter found that the current number of phone messages are limited, 1 days, 5, both are easy to believe users are also limited by this number. In response to this, netease in the reply to the new Express, the number of phone messages limit is temporary, in the later update version, will optimize and increase the number of the can be sent.

Many sets of free expression Force micro-letter slow down the pace of fees

In addition to free voice text messages, high-definition voice, pictures and completely free texture expression, is also easy to believe in micro-letter focus on the highlight of the attack. The easy signal says the voice quality is 3 times times to 4 times times higher than the micro-letter, the picture compression is also clearer. The reporter specially tests the easy letter The pronunciation effect, in the quiet environment, the easy letter sound is closer to the real, refreshing simply, does not have the slightest murmur, even in the relatively noisy environment (for example car roaring Road side), easy letter still can keep voice clear. In addition, easy to believe that the maximum length of the speech is 2 minutes, is twice times the micro-letter.

In addition, the letter currently offers 6 sets of completely free cute expressions for users to choose from. This corresponds to the micro-letter 5.0 After the expression began to press 6 yuan a set of charges. The media reported that the micro-letter expected to be introduced in the 5.1 version to increase the membership function, through the form of membership fees to stimulate income. And at this time, easy to launch free expression, no doubt that the micro-letter slightly dilemma: if the provision of

Fee privileges, there may be more users turning to the letter, and without the privilege of charging, a series of bedding that has been done before will be completely wasted. It is noteworthy that yesterday's micro-letter expression store quickly launched a set of free expression.

Disadvantage

Weak privacy

Micro-letters and Weibo, in addition to instant messaging features, the biggest feature is privacy-only their friends can see the comments in the circle of friends. In the initial version of the letter, all comments are transparent and there is no private or open or partially public choice to share the circle of friends. However, in the newer version of the letter, these issues have been corrected. In addition, because the letter is a communication based on the social mobile instant messaging products, its relationship directly from the user's address book, and, add friends do not need permission, decided that their privacy is inferior to micro-letter.

Communication expert Zhigang says the advantage of this is that it can quickly increase the number of friends, the disadvantage is easy to form a weak relationship network.

Public number re-walk micro-letter Road

September 5, easy to believe low-key online public platform for Enterprise Open registration. It is reported that the easy to believe public platform mainly includes four parts: Customer service, tool assistant, internal sharing, media information.

At present, easy to believe that the public account management seems to go from the old way of micro-letter, the public number is not in the form of subscription number, but scattered in the information list. After the micro-letter released 5.0 version, the public account is divided into subscription number and service number, where the subscription number message is folded. The reason for the micro-letter is that micro-letter is not a marketing tool, the core value is information flow and user connections. Although the above adjustment let many from the media, public accounts, the opening rate of the subscription number is also referred to a sharp decline. But as a regular user, the reporter's feeling is that after the subscription number is folded, the information list a lot cleaner, more attention to the exchange of friends, which is based on the exchange of information on the basis of instant messaging software, more important.

Lack of user activity

For an instant messaging software, if there are not many active users, the value of the network will be greatly reduced. Therefore, the number of active users is the key to judge the success or failure of an easy letter. While it's easy to trust users, it's still a mystery whether you can get enough active users. For example, a journalist's easy to believe account, opened one weeks, so far only a friend to keep with the letter and communication with reporters. and easy to trust on the circle of friends, updates are very few. The reporter's micro-letter friends Circle, friends daily update average of more than 15, showing in the active degree of easy to believe that users are less active than micro-letter. Tencent just released the second quarter results, micro-letter/wechat of the combined monthly active account number of 235.8 million, and Tencent in the Internet platform resources can be said to be unmatched, the Xun of the electric business, the payment of Tenpay, a powerful game platform, coupled with the original QQ accumulated social network relations. Some analysts said that Tencent, as long as the effective integration of platform resources, its users of the ability to win or no one can enemy. And once the micro-letters form the scale of the network effect, it is a very challenging task to create another network ecosystem.

Payment function is difficult to make up

From the current situation, Ishin in the electrical business has not yet a clear layout. But the micro-letter by virtue of its payment function, so that the big electric dealers greatly fear, and hold Regiment sniper.

Recently, Tencent's Xun network announced it will be in the PC Web page, Android and iOS mobile phone clients full support for micro-credit payments, the first full letter to the domestic customer to pay the client Web site. In the future, as long as the user in the micro-letter 5.0 version of the Chat window, Friends circle, public number and other platforms, click on any one of the Xun merchandise links, can complete the next single payment. This means that the problem of how to realize the mobile end closed-loop shopping experience has been puzzled by the electric dealers. And with the micro-letter payment is closely related to the "Sweep sweep" function, micro-letter not only into their own Xun, QQ online shopping, but also into the friend 1th shop, Amazon, Dangdang, watercress, etc., directly into the rear.

Micro-credit payment function by the industry as Tencent to seize the mobile shopping market, "God Soldier weapon." For this reason, Tencent's Xun network announced that it has become the first full account of the domestic mail to pay the business of the web. And previously, Ali has to cut off the interface, the two-dimensional ban on two-dimensional code to "ban" micro-letter. Analysis that the micro-letter is a closed platform, once the mobile end of the channel by Tencent Control, the major electric dealers are also afraid of the future in the mobile shopping payment in the field of Tencent choke the lifeline, holding a group of sniper also inevitable.