Free traffic for mobile chat tools: Just a good strategy

29th, Taobao official micro-blog released a message to confirm Taobao and contacts will be reached with operators to meet the requirements of users to introduce free flow services. Coincidentally, and this message spread at the same time other industry trends are: 1, Ishin announced the number of users exceeded 30 million (day active Users 28%), 2, micro-letter launched public service account billing services. These three messages are launched at the same time, and are related to mobile IM, in particular, two of the products involved in the content are free flow, such a coincidence in the industry can not be said to be the unprecedented, but at least coincidence in coincidences. For the entire mobile IM communications market, this situation also fully demonstrates that the current mobile IM is no longer a white-hot competition, but has reached the point of the battle. In these several messages, I noticed: before easy to launch the killer is free flow, and the current between the sniper moves are free flow, through the free flow sniper micro-letter, it seems to have been easy to believe and to choose between the strategic way. However, in response to the two competitors have launched free traffic to the micro-letter initiative, micro-letter to the surprise of the people is the first to launch a fee-based service. is the micro-letter crazy? Can not say that micro-letter in this day deliberately launched a charging service is the other two products contempt, but in the market confidence, micro-letter is obviously a huge self-confidence and emboldened, and not because of the easy letter and the use of free flow to increase their pressure, especially in the formal outreach operations, Ma Yun repeatedly to challenge the micro-letter, But the micro-letter did not say a word to respond to each other's challenge. Perhaps the challenge that the micro-trust team has launched against the Ishin and the other is nothing. On the other hand, the easy letter and the main free flow of competition in the way, whether in terms of strategy or the actual needs of users, are a good way to hit the pain point (micro-letter traffic can not be free of charge). However, although this strategy looks good overall, but I still do not agree with this small Whaley to seduce the user's moves, for today's micro-letter, its development strength and success factors are clearly no longer subject to the flow cost constraints. Because of the micro-letter, it has to deal with the market challenges of the confidence and ability, which product experience and the advantages of social networking, has also laid the status of micro-letter. Although the micro-letter has the advantages of QQ users, but micro-letter also has its own unique features and advantages, which is the most special when the number of photo exchange and public platform. Micro-letter construction of the social communication model, the basic level, micro-letter has been achieved by the combination of voice text and pictures, basic text and picture communication plus photo, while giving the industry an unmatched public platform, has completely put the other competitors of the micro-letter to the other world. And we look back to the letter and contact, the product features and properties are just basic communication, micro-letter with the photo and public accounts, easy to believe and contacts have done a mess. This fortress, which uses the advantages of innate products, has made users feel comfortable with social networking needs, especially in the context of consolidating social relationships among users.Few users are willing to replace the mobile IM in exchange for social networking interruptions or broken results. Although there are countless people who spit micro-letter circle of friends and public accounts, but it must be admitted that this is indeed the two great killer of the micro-letter, so that the letter and the exchange do not want to beat the micro-letter through free flow, first of all should understand the importance of free flow and micro-letter construction of social importance, which is more important to users. What's more, according to the current cost of communication, the free flow of letters and contacts is not a big cost to users, and it is impossible to achieve the possibility of changing social relationships for this amount of traffic. Therefore, the combination of products + the advantages of social relations, micro-letters can not only tenderly to survive, but also can be completely in the contrarian environment to launch the charging function, so that they get better. This is the credibility of the micro-letter and self-confidence, but also I personally believe that the easy letter and the flow of free traffic can not shake the main reason for the micro-letter. In this regard, one of my friends even said that the micro-letter can completely split the circle of friends and the public platform to operate independently. However, easy to believe and access to free flow of the way, although not to shake the micro-letter, but this strategy is not a virgin, for a strong foothold in the market and win a certain degree of word-of-mouth, easy letter and the use of such moves can also play a certain significance. Moreover, the easy letter and the introduction of free flow services, for micro-credit supervision and promote product quality promotion, but also has a good industry fair competition role. In general, the strategy of easy-letter and the use of free traffic is good, but it can also bring a certain degree of positive effect on the industry, but this strategy is still not a fatal impact on micro-trust. However, for the market monopoly and product innovation competition, the easy letter and the way is worth encouraging, because only the relevant products to launch quality and service competition, can make the overall development level of the industry into a new stage, the ultimate benefit, will be users. Author Zhu Yi's micro-credit public account number: Zhuyiweixin