Gautier is reading a book about moving the empire in Japan.

Gautier, who is going home, is reading a book about the moving empire of Japan, so he intends to write down his feelings. I want to talk about what I saw, mainly on the enlightenment of the mature ecology of Japan mobile Internet to the domestic mobile internet ecology.

The first part, operator

1. Sinking

The mode–compatible mode of NTT, which is a Super SP service, sweeps through the feature machine era, integrates weather, shopping, music, and other services from the bottom of the carrier into a super empire. But the ultimate defeat in the iphone's perfect system, the biggest key to winning the iphone in Japan is the use of hardware to OTT the carrier, the bottom of the carrier, and the iphone across the bottom.

As one of the world's largest mobile operators, as a former king, now also under the road, is also trying to "telecom" transformation. At present, NTT began to go to the whole system of family services, made the determination to "go telecom", began to the smart home field, the user's large data health monitoring exerting force.

NTT is looking for a more low-level strategy, a word for "sinking".

2. Edge Demand

KDDI, when it comes to KDDI, presumably everyone will think of the founder of Rice Inamori, the first KDDI rely on a huge price advantage, under the great advantages of NTT unexpectedly, it is caught by the giant NTT Neglected youth market, and KDDI seize this opportunity to start from the edge, Finally play a pattern. But with the iphone's male, KDDI is also facing a huge impact.

KDDI began a smartpass strategy after the iphone hit. The strategy again let KDDI salted fish, KDDI through the study of user behavior, found that users like to use the app not more than 10, that is, if kddi for people to recommend the highest quality of the 500 applications, then enough to support the market. So kddi a monthly fee of 390 yen to young people to introduce Smartpass, and users do not have to buy those high-quality applications alone, saving a lot of money, the result is very popular.

From the KDDI to the NTT to the launch of the Smartpass model, we can see that KDDI two times focused on the Giants are not to be looked at the field, from the edge into the center, and finally beautiful survived. The source of this inspiration is its in-depth study of user behavior, and then use the integration of their own resources, to do their best results.

Recall that Rice Inamori's first and simplest desire to start the DDI was to make it cheaper for citizens to spend their lives. Heart without ego, with selfless heart to seek the fusion with the populace, natural will get popular.

3, from the abolition of martial arts

Soft silver, which was a very loud name. Son is a person with a forward-looking vision, his deeds will not say more. To talk about how soft silver game.

The key one, big gamble price war. In the Japanese government announced that users can be free "transfer network", mobile phone number can enter and exit any operator the day before, SoftBank announced that users can freely exchange telephone, exchange SMS and other preferential measures. The original soft silver base station facilities are the three largest operators of the worst, the government is bound to lead to a large number of users outflow, and soft silver attack is surprise, let the user flow into its bag.

Evaluation of this campaign, in the price war, often the small side more preemptive advantage, and the big one because of a variety of intertwined factors, can only lead to its passivity. It's like a 360 free war.

Key two, iphone. When the iphone entered Japan, the cooperation of the operators have harsh requirements, ntt,kddi are not accepted, but the soft silver refused to accept the conditions of the iphone, and innovative launch of the "0" Yuan Network, "0" yuan purchase opportunity, the user soared.

In this, we are more determined that SoftBank does not have NTT and KDDI that carrier gene restrictions, his start is "no telecommunications", this kind of day foreign objects every act, completely let the opponents unprepared. Of course, all this owes to the leadership's vision. You are interested to see the "Time Machine" theory of Son.

Key three, sensible differentiation, soft silver signal is very poor in three operators, he did not invest a lot of resources to build base station facilities, but took a more differentiated approach to meet users. First of all SoftBank users are most of the iphone users, while most of the iphone users concentrated in the city, to the remote suburbs are generally very few, SoftBank seized this, the city's base station to do a good job, and then through various surveys, step by step carefully expand the base station range. Second, SoftBank has not spent a lot of energy laying 2G networks, but is very smart to open WiFi services, in the department store, at McDonald's door will be affixed with soft silver WiFi ads, which is popular.

On the soft silver difference is really playing beautifully, in the smartphone era, SoftBank has a deep understanding that users will have greater demand for traffic, betting on wifi rather than more expensive and heavier infrastructure.

I have summed up about the future of these words, and operators are also bound to the future of the company.

One, sinking. Toward the direction of the Internet of things, to integrate into the direction of large data health.

Second, the marginal demand, not to be found but the existing needs, only need to integrate resources to meet them, these marginal demand is likely to be the center of the future.

Third, since the abolition of martial arts, soft silver is a continuous from the abolition of martial arts companies, constantly in the entire Japanese operating market aggravating, almost every win. Any successful company will have to rely on its original path of success, and the development of the Times is destined to let these advantages of the status of weakening or even finally disappear, if the company wants to continue to progress, only to achieve the will to survive the arm to save themselves, Fang Sheng Fang, Fang can break the bureau.

Part II, other areas of revelation

1, mobile payment and O2O Revelation-cooperation

If bat or silver Lenovo is looking for revelation from Japan's developed mobile payment market, it is doomed to be reactive. The reason is that Japan has a well-developed offline retailing industry, as early as the online shopping mall Lotte has been before the fittest of the blood spell, leading to a high degree of market maturity, has been fully dominated by the major outstanding businessmen, and these businesses have a high user Service experience advantages, so natural and mobile payments combined very well.

Back to the domestic situation, the domestic retail industry by Taobao, such as the big impact of the electricity business is also the retail industry is immature, our situation is completely different from Japan, when the retail market matures and then enter the era of Internet power, and China is not mature in the retail industry has attracted the tide of internet power, there is no comparable.

In addition, the domestic bat UnionPay has a monopoly on the idea of the downstream (cash flow, mobile terminals, consumer terminals, consumer businesses, etc. want to control), Japan is not so, Japan's upstream and downstream have a very good cooperation mechanism is not involved, has a stronger openness.

So our current mobile payment faces two problems.

First, the retail industry lags behind.

Second, the Giants all want to eminence mentality.

There are two revelations from Japan.

First, online internet companies should strengthen the mining of offline resources for more Internet guidance.

Second, because the Giants want to eat, the war continues, although the competition will certainly have a good ecological, but in the long run such a competition is also seriously delaying our entry into the era of mobile payment. Consumers need a centralized, integrated experience service, which is the ultimate essence. Japan's spirit of cooperation has given us a good reference, the Chinese eat habit may be the time of reflection.

2, Game revelation-trends, culture, feelings

First, the trend

First talk about a losing Gree company, let's try to find the key from the defeat.

Japan is a mobile developed country, so the game company Gree first in the function machine to taste the sweetness, and the function of the game are mainly to the Web page, to the smartphone era of the rise of the app game, while the Gree company has never been in the app end exerting force, its development of the app is just a frame of the Web page, Compared to the user experience of the app is very poor, but Gree did not attract attention, until its market share down to a certain level before the bitter experience of the development of the app.

This is the same thing for all companies, and once the time comes, all the companies that still want to live in the genes of success will be brutally phased out and die.

Second, cultural

Japan has a lot of cultural similarities with China, but when Japanese companies enter the country and domestic companies enter Japan, the big companies are all frustrated. This is a cultural factor, Japan's most powerful game is card-type game, and card games is based on Japan's developed animation industry has so vigorous development. But there is no such strong animation culture, to understand the difficulties of nature.

Second, Japan's mobile gaming industry's main support crowd is the Subway clan, need to understand the Japanese gaming industry needs to understand the existence of this group of Subway family. The founder of the Cool tour came to the conclusion by observing the mighty crowds coming out of the subway, "Japan is a country that is competitive and fierce, and they will show it in the game."

In addition to anime and Subway, Japan has other unique culture, such as Japan does not like the first view of FPS U.S. shooting games, etc. (but FPS shooting games such as "through the FireWire" but in China). It must be in depth to gain.

The third part, feelings

Japan is a spirit of the craftsmen of the country, so they do the games are fine, this is the lack of domestic games. The domestic game is more oriented to how to let players pay for the design, but the Japanese game is more idealistic color.

The founder of the "Chi Long Fan City", which occupies 1/10 of Japan's population, gave the answer to how to make a good game-"we have to do games where ordinary players can play happily without spending." ”

Light this point idealism spirit defeated many domestic enterprises, fast-growing things are bound to die quickly, the founder of the short-sighted will determine whether the long-term fate of enterprises. Feelings are the foundation of Evergreen.

3, McDonald's Big data marketing closed-loop-represents the future

While the big data between us and America are still in the groping stage, the Japanese McDonald's has already lead the example. We look at its closed-loop construction to find enlightenment.

The first stage: paper coupons. High cost, inaccurate delivery.

The second stage: 2003 start to provide on the mobile phone website download coupons, to the store to show a discount.

The third stage: people who want to enjoy the coupon service register and collect their information. September 2007, McDonald's mobile website membership number reached 5 million.

Phase IV: Development of coupon services based on mobile NFC payments. Forming a complete O2O closed loop. McDonald's can now start a series of precision of preferential recommendations, such as to the Saturday frequent purchase of coffee users to send coupons, for a period of time did not go to the customers to send discount coupons, and so on, the marketing effect is obvious.

At present, the state of Chinese fast food is in the second stage, also said that need to take coupons to buy products to discount, information is not high, no accurate large data information can be used. To achieve the effect of McDonald's in Japan, we have to do is to guide the habit.

Japan's McDonald's marketing closed-loop success, let us see the big data O2O closed-loop marketing is not a wild, but the real thing already exist, this is also the global mobile internet future trend. To achieve it depends on the promotion of the whole ecological environment.

Conclusion：

Looking back at the three major Japanese operators, it gives us a great revelation, Japan as a pioneer of mobile internet, and across China has a very similar cultural background, we can find the future.

Finally, any courageous attempt is worthy of respect, especially failure, because they do not live in the genes of success, they even die is glorious death in the road of innovation.