How does MSN Use Content service win 8?

Absrtact: Now if you mention MSN, if you still think of a chat tool, you are out. Six months ago Microsoft let MSN and Skype merged, and stop the MSN Foreign Market Services, although the Chinese MSN business is claimed not to be affected, but this six months MSN strategy and

Now if you mention MSN, if you still think of a chat tool, you are out.

Six months ago Microsoft let MSN and Skype merged, and stop the service of MSN Foreign market, although the Chinese MSN business is claimed not to be affected, but this six months MSN strategy and positioning have made a major adjustment, the most important thing is to integrate into the Windows 8 new generation operating system, MSN represents "content" throughout the operating system.

This is also MSN China General Manager Liuzhenyu to disclose the new strategy: MSN is not dead, MSN main business scope currently includes two parts, part of the content-oriented services, the brand is MSN, the other one is based on search services, the brand is Bing.

The reason why the new strategy is announced after more than six months is because in Liuzhenyu's view, the first batch of the strategy has landed in China.

Why make such a change?

At present, MSN in China, is still a can continue to use the IM business, Liuzhenyu frankly user volume compared with the peak period of decline, but in the new strategic planning, MSN has just developed.

The reason for giving MSN a new strategy is to use the "strongest resources" to make "the best products". According to Liuzhenyu's logic, as an instant messaging MSN, if compared with Tencent QQ, market share does not have the advantage, but if from the Microsoft operating system more than 90% of the high market share, MSN into which is quickly also gain market share.

"For us the biggest asset is the operating system, through the service operating system, our service side of the market share of the arrival rate will soon become more than 90%, if I choose, I think it is very correct way of doing things." "Liuzhenyu said.

Although Microsoft's operating system faces enormous challenges in the mobile internet era, Liuzhenyu is still bullish on the future. "I am confident that Microsoft's operating system will have a huge impact, and I am confident about the future of MSN in this era," he said. ”

How does MSN Use Content service win 8?

Let MSN determined to make a strategic adjustment is the win 8 operating system, win 8 is expected to be PC, tablet and mobile phone, such as the integration of multiple terminals. The first step is that the MSN account has been renamed "Microsoft account", the future will become the same account of multiple platforms.

Next is the content of MSN services, which includes the content of MSN Chinese Network, Liuzhenyu on the platform's positioning is high-end white-collar, the current win 8 of the boot home has news, finance, sports, tourism, weather and other standards, the use of MSN and media cooperation content.

and the original IM communication business, in win 8 more embodiment is "network", can address book friends, MSN Friends and so on integration. At the same time, win 8 also called "message" application, but also to such as IM messages, SMS, MMS and micro-blog message integration. More importantly, in the "Comprehensive communications" era, but also to achieve the cooperation between the different terminals of friends.

Another part of the MSN Business is the search service Bing, which has been "spared" its investment in the past four or five years, despite the harsh competitive environment and formidable rivals. In Win 8 Bing is one-click integrated into the system, not only can search the Internet information, but also can search LAN information.

"I would like to emphasize that search engines, especially Bing, are a very strategic product in China, we will continue to invest, although our market share is still very small, but we have done a few years of accumulation, has reached a good search quality." "Liuzhenyu stressed that the extension of the search business in Win 8 will be expanding.

How is the new strategy commercialized?

The usual commercial means of doing content services is advertising, MSN New strategy is no exception, will sell ads in the operating system.

According to Liuzhenyu, though in Win 8, MSN or MSN, but the content to show the form and Win 7, XP compared to completely different, so will use the application class ads, MSN help their application to sell ads, but also to help others to sell ads, the latter implementation of the way is through Microsoft Advertising Research and development package.

The commercialization of Bing's search business is also advertising, but "there is a different way of selling". While Liuzhenyu says it will sell keyword ads like the industry's common practice, another important way is to help small and medium-sized products go overseas, a project called Bing Export Pass.

"Many SMEs want to sell their products abroad, the most effective, input-output ratio of the highest marketing means is the search engine, we have been doing for 3 years, the SME products, through Bing in the overseas market coverage, and Yahoo content flow of cooperation to sell overseas to help them promote the brand, At the same time we get search income. "Liuzhenyu said.

Liuzhenyu stressed that for the current MSN, all content is a new concept, although the number of MSN users has declined, but there are still tens of thousands of of people's size.

"When the user has a choice, is actually very loyal, will continue to use the Microsoft account, and with the launch of Win 8, MSN business with the popularity of Microsoft account, more and more people." "Liuzhenyu said.