How do enterprise mobile Internet applications venture in the blue Sea?

Over the past two years, the development of mobile Internet has entered deep waters as investors and entrepreneurs have invested heavily in consumer-grade applications.

Enterprise-class applications have not yet been truly infiltrated into the new blue Sea, is to inspire a group of entrepreneurs to test water.

The use of cloud communications for application communications and sales of enterprise management software (CRM) can be viewed as two typical samples.

Recently, the founder of Cloud Communications Sun Changxun and sales founder Shianze to Tencent Technology, respectively, told the story of their business application entrepreneurial.

Interestingly, they have a lot in common, come from the traditional, familiar with the traditional industry pain point. Entrepreneurship more than two years, they consciously and unconsciously follow the model of light application, will be innovative factory founder partner Hua advocated by the "easy operation + Low-cost + Light sales + cloud services" enterprise application characteristics to play; On the investment side, they both won the Sequoia capital of tens of millions of dollars of investment.

As an enterprise-class application Pathfinder, their thinking and entrepreneurial practices can give some inspiration to later business entrepreneurs.

Declaring war on traditional ills

Unlike some consumer-application entrepreneurs, Sun Changxun and Shianze have a lot of traditional impressions.

Shianze has been in sales and sales management at Cisco, Dell and other multinational companies, and has been a former sales director of SAP China.

As a sales origin, Shianze in more than 10 years of sales and management career, found that the traditional CRM software purchase is the boss feel can buy to buy, to the grassroots sales staff is not suitable for consideration is very little.

In this sense of the director of the driver, after the software purchase, because the workplace in the office, sales staff are often tired after a day to return to the Office input sales information, the first-line sales staff input enthusiasm is not high. Expensive to buy CRM software, but the sales staff are not willing to use, or not to use the industry has long been a chronic disease.

Sun Changxun is a traditional communications enterprise, in the Hong Kong board listed Enterprises Gao Yang Group work, pioneering business as the company's Gao Yang-Saint Park vice president.

Sun Changxun's work has been around the operator, with the development of mobile Internet, in the communication has a micro-letter and other large communications platform, these are directly to the user, but for the application of communications, similar to the game YY started the communication between the user is still blank. This is the segment of communications, from the scale and economic point of view, operators are also difficult to cover such a detailed application of customer service areas.

Beset by problems, they chose to make their own products based on mobile Internet, with the intention of filling in the traditional gaps. Shianze and Sohu, Huawei, a few friends of everyone to do the mobile Internet CRM products "easy to sell", and Sun Changxun in Gaoyang internal incubation after repeated attempts to eventually combine communication capabilities and mobile Internet, made platform service application "cloud communications."

Light Enterprise Application Mode

Hua once suggested that entrepreneurs should follow: easy to operate, that is, extremely convenient to embed in enterprise system applications, Low-cost, that is, Low-cost Mobile Equipment and network environment, light sales, that is, the product is simple enough, self-service installation, no ground service team; cloud services, SaaS Services, Remote administration.

Interestingly, Hua's recommendations are validated in the operations of the actual enterprise applications.

In the case of cloud communication, the platform is currently the only one in the country to provide full communication capabilities of the cloud computing PAAs platform, through the open cloud of the rest API and Client SDK package way to provide developers and enterprises, to help developers and enterprises faster and simpler integration within the product voice, SMS, video communication services. With simple integration, the CRM system and the Enterprise collaboration platform can be integrated and communicated.

Sun Changxun said that this is actually the traditional communication ability to use the Internet Gene cloud computing model repackaged packaging, the industry and the traditional communication through, professional communication ability of the threshold of the lower. After more than a year of optimization, 70% of the requirements can be completed by themselves.

Compared with the communication capabilities of the cloud communications platform, sales are more likely to be mobile internet products. Traditional CRM around the process and table ready-made design, sales are easy to use the characteristics of mobile phones, social and cloud computing technology to restructure CRM, for example, in the mobile phone characteristics, the sale of easy to integrate business card almighty King, can use the camera input customer information, using a microphone for information interaction, You can also use the LBS location to allow salespeople to sign in and remind you to record the interview information. In communication capabilities, sales are also integrated with corporate micro-credit and corporate micro-blog.

"In the past CRM software is the boss feel good on the use, but sales are easy to sales staff as the center, the enterprise-class product consumer." "Shianze said.

Why emphasize consumer trends? Shianze that, now the front-line sales personnel are 80, they are naturally mobile internet users, and they use the latest mobile internet products, such as micro-letters and Weibo, to switch to traditional CRM products, the user experience is bad and impersonal, and the temperament of mobile internet products is fragmented. If CRM products are made more like mobile internet products, they may be more motivated to work.

Different ways to promote and profit

In the promotion, the enterprise application is still different from the consumer application. The usual use of mobile phone pre-installed, application store promotion and even brush list and so on all failed. Enterprise application relies more on Word-of-mouth communication than consumer application.

Sun Changxun remembers his first customer in the medical field is a good doctor, after the good doctor use, then the spring rain Palm Doctor also came to the door and cloud communication cooperation, and then extended to other medical applications. Currently, Cloud Communications has been serving more than 300 partners in telemedicine, education, mobile gaming and E-commerce, and has brought together 8,000 developers. Everyone game, e generation driving, quick taxi and so are cloud communications customers.

Shianze in the customer development is to find the mobile internet acceptance of a higher degree of scientific and technological enterprises to test water. Shenzhou Digital, Beyondsoft technology and Shanghai data has become the first batch of sales customers, it is interesting that the sale of the members are easy to sell easily to promote sales.

In terms of profitability, enterprise applications seem to be much easier than consumer-level applications. The current cloud communications more than 300 partners are paid users, in accordance with the length of the communication payment, sales are also taking a monthly fee per person to charge the way fees.

Why not use Internet free logic to do business application? In Shianze's words, the enterprise-class application partners have "fear of free".

In his view, from a partner's point of view, the long-term application of the pay model to make them feel safe, they believe that after the payment, the corresponding technical services and support can be guaranteed. and free Application If there is no other income to support, it is difficult to follow, if the application of the failure of the partners more harm.

However, the two companies that have just been financed need not worry too much about profitability, and Shianze and Sun Changxun are more concerned with how to make products more internet and adapt to the pace of mobile internet.

(Responsible editor: The good of the Legacy)