Enterprise-class mobile information market stands out

Recently, the enterprise-class mobile information market can be described as the changing situation: First, Robin Li will be defined as "a big market"; And then, the industry came the Tencent WeChat will launch Enterprise Business, ready to enter the market.

However, it is also worth noting that the capital markets have been extremely attractive to the mobile market for some time: recently, for example, the mobile CRM customer-dealer has won millions of dollars in round B Financing, while sales similar to their products are also easily re-financed, both targeted at serving SME clients. It is understood that Mobile CRM (Customer Relationship Management) is a modern CRM technology that uses modern mobile terminal technology, mobile communication technology, computer technology and other modern technologies to achieve customer relationship management tasks usually completed in the office.

In an interview with the reporter from the "Daily Economic News", president Yang Bin, who enjoys flirting and hiring, said that at present, the employment cost of SMEs in China is eager to improve efficiency. However, the low level of informationization in such enterprises and the demand for mobile office in enterprises exist big space.

Recently, the reporter on the progress of WeChat Enterprise ID to the relevant person in charge of Tencent verification, the other side declined to respond to the interview declined. However, after having communicated with many people in the industry, the reporter learned that at present some manufacturers have approached Tencent in this business. WeChat is likely to act only as a platform, application development and data reception management or still be handled by third-party vendors. Reaching dimensions such as OA, ERP and CRM.

An unnamed industry source told reporters that the domestic mobile office market chain and business model has been formed, is still in the initial stage of user training and market cultivation.

Enterprise Nuggets Mobile CRM

At the 2014 Baidu Union summit on May 29 this year, Baidu CEO Robin Li said that in the coming years, new enterprise-level software and valuable slow data will make a difference.

In fact, looking at the global market, in 2012 Microsoft acquired the corporate social software Yammer for $ 1.2 billion, and the market value of the well-known CRM vendor Salesforce now stands at 36 billion U.S. dollars. At present, BYOD (BringYourOwnDevice) concept is getting warmer.

Deng Feng, founding partner and managing director of Northern Lights Ventures, said that the development of wireless Internet and cloud computing has driven the ever-decreasing cost of IT investment in small and medium-sized enterprises. Sales management is just "necessary" for enterprises. This is the key point to enter the mobile office market one.

It is understood that the enjoyment of customers is a mobile office market, the Nuggets who enjoy sharing instant messaging, approval, instructions and calendars and other collaborative applications, and business card storage, customer service interaction records and sales data analysis and other CRM functions , Its team was established in late 2011.

For the business reasons behind the choices, Yang Bin summarized the reporters of "Daily Economic News": First, the current level of informationization of SMEs in China is relatively low; Second, the employment of small and medium-sized enterprises The cost is high and there is an urgent need to improve the efficiency. Third, the demand for personalized customization of large enterprises is multi-purpose, and the basic needs of small and medium-sized enterprises are dominant. Manufacturers can concentrate on developing universal functions.

For this business model, Yang Bin said the current SaaS (software as a service) model, according to the number of users, companies can pay the monthly or annual fee. In addition to the social and cloud "labels," future data will be stamped on data analytics based on employee performance and client resources. It may also extend from ToB (For Business) to ToC (For Individuals), offering services to individual employees.

The unnamed insiders general said that nowadays Nuggets mobile office market enterprises, mainly divided into the traditional CRM vendors and emerging mobile CRM vendors, and their approach to conquer the mobile terminal varies widely, such as Microsoft and SAP traditional vendors, mobile End products are still in the pursuit of functional PC version of the "big and all." In contrast, emerging companies specializing in mobile products are pursuing the development of "small and beautiful" lightweight products.

The industry believes that the mobile CRM market is an emerging blue ocean, product design and development concepts, emerging companies have no PC-side burden, the market feedback also proved this point. For example, the traditional mobile devices offered by traditional vendors are "not felt", while the emerging ones are also lacking in products such as Fieldbus 365 and Husky. However, their "small, light and new" functional design makes the user experience relatively good . However, emerging firms have weaker channel capabilities than traditional vendors.

Yang Bin also admitted that the emerging mobile CRM vendors' offline channel capabilities really weak.

"Paid mode, channel model and business model are challenges." For the prospects of emerging mobile CRM vendors, the industry insiders said that such companies can not fully solve the channel financing problem alone, the problem of paid conversion rate also depends on its future Can grafting more extended services and features.

Domestic market "just started"

Recently, the US IT research and consulting firm Gartner predicted that in 2014, the total global IT spending will grow steadily to 3.7 trillion US dollars. Meanwhile, among the five major categories of terminal equipment, data center systems, enterprise software, IT services and telecom services, the enterprise-level software market has the highest expected growth rate of 6.9% this year and is expected to reach 321 billion U.S. dollars.

The Research Report on the Development of Enterprise-level Mobile Informatization from 2013 to 2014 released by Mobile Information Research Center shows that in 2013, the scale of China's enterprise-level mobile information market is about 11 billion yuan, and the overall scale of this year is expected to be 16.5 billion yuan In 2015, it is expected to exceed 25 billion yuan.

Mobile Information Research Center said in the report, from the current proportion of enterprises using mobile applications to meet business needs and the main application of the industry point of view, the development of the domestic market is still "critical state before rapid development." At the same time, the enterprise-level mobile information industry chain has multiple roles, including enterprise users, mobile application developers, mobile middleware providers, mobile operating system vendors, application stores, telecom operators, terminal vendors, security providers, channels Business and other service providers.

The insiders said bluntly that for the enterprise-level mobile information market, the domestic distance from the United States and other developed markets a difference of 2 to 3 years, only "just started" in China, foreign countries have entered the "heyday."

The source believes that the relevant industry chain and business model in the domestic market have actually been shaped, and the business models of different types of manufacturers are not the same. Taking mobile OA as an example, a manufacturer specializing in a mobile terminal has sold it as a stand-alone product. Some traditional vendors still consider it as a PC-side product extension or even a bundled "buy one get one free," even if charging "A small part." In contradiction with this, there must be a dedicated development team for mobile products, which results in disproportionate input and output of traditional vendors.

Industry chain, the source said that the operating system vendors are basically Android and iOS world, the former more open than the open system more convenient product updates, the latter partial closed system to increase security while also increasing the difficulty of product upgrades. Taking into account the application needs of government agencies, the future or will appear domestic mobile operating system.

For mobile security that is security provider level, the source said, mainly including physical security and logical security. The former refers to the BYOD data security strategy, generally by the security vendors to do; the latter is concentrated in the operation and maintenance phase, such as the daily management of equipment and how to erase the data after the loss of equipment; At present, China's enterprise-class mobile information technology development is relatively chaotic , Lack of safety considerations.

Activate the market needs big business spoiler?

Want to move the cake ", not only the traditional office software vendors and emerging mobile manufacturers, industry bigwigs seem to have begun to take action: one side is Baidu boss Robin Li," shouting empty talk, "while on the low profile Tencent" test "WeChat corporate number news continues to spread.

For the speculation of WeChat's corporate number, the unnamed insiders once wrote that it could provide enterprise users with mobile OA support such as online meetings, corporate email, internal workgroups and customer management.

Recently, the reporter on the development of WeChat Enterprise ID to Tencent verification, the relevant responsible person said inconvenience response. The Daily Economic News reporter learned from a number of industry insiders learned that despite their WeChat corporate number will be what form is still unknown, with reference to its "connect everything" slogan, Tencent WeChat only as a platform open API (Application programming interface) is more likely, the specific application development and data reception management is still to third-party vendors to deal with. It is noteworthy that, at present, some manufacturers have been approached with Tencent.

Yang Bin said that the enjoyable salespeople are currently in contact with WeChat, will participate in the development of related applications, but can not tell the details of the cooperation.

It seems in the above-mentioned industry insiders, once WeChat officially launched enterprise number, the mobile office related companies and industry chain will have a greater impact, opportunities and challenges in the same.

The source explained that based on the concept of "light front-end and back-end", mobile office vendors and WeChat collaborate to eliminate the need for cross-platform development of APPs and continual design of UIs (user interfaces) as users' esthetic changes make front-end costs lower . However, the industry can not see now Tencent standard mobile office products to do, or only platform, after all, Tencent's business customers are millions of levels. In this context, once a new small manufacturer is involved and working together with WeChat to open up the industrial chain, it will inevitably impact existing small businesses.

Reporters also noted that Tencent had previously launched RTX and enterprise QQ represented specifically for business users of products and services. On June 27, the launch of the UnionID mechanism on the Wechat Open Platform means that the same developer can exchange user accounts among multiple public accounts. On the night of June 27, 58 City announced in its announcement that it was gaining shares by Tencent. Tencent can help SMEs and merchants use the WeChat public account system and corporate QQ to communicate with users. This shows that Tencent, one of BAT's top three, has been determined to share the enterprise market.

The industry believes that the mobile office market is now like "a pool of stagnant water," the need for giants admission "mix", Tencent this move can be a wide range of business needs of the mobile office is also a catalyst for the entire market. If Tencent cut into this market, the other two BAT will "be sure to follow."