Jego, China Mobile failure test

Although mobile in recent years has introduced talent, but its leading people are still old-fashioned thinking, although mobile as a central enterprises, and "disdain" to participate in market competition, but the consequences of this is the lack of real core technology and product-oriented research and development.

The "Full Moon" is not yet, andJego is already facing premature death.

June 22, Mobile reluctantly issued a statement, said it will temporarily stop Jego new customer registration, and temporarily shut down mainland China customers in mainland China using Jego and Jego between the audio and video telephony functions. At the same time, Jego official website said that Jego's network is designed for roaming and overseas customers, the network and nodes are overseas, and jego products and systems are still in the trial-tuning stage.

In fact, the move of the "revolution" is likely to regret this step out of the stage. Tang Xin, a veteran IT industry analyst, said in an interview with the International finance daily that it was more of an attempt to move the product. In the OTT business to the traditional communications business caused by pressure, to find a possible breakthrough, so as to grasp the initiative to try. Now stop registering, indicating that at least the timing of the current launch is not appropriate.

The end of the revolution

June 1, Mobile VoIP and instant messaging applications developed by Jego in the Apple App Store and Google Play officially online, the application has text chat, voice intercom, photo sharing, video chat, its core function is the network calls, even including with the fixed-line communication functions.

Jego once launched, followed by the enthusiastic attention from all walks of life. Outside the view, Jego launched, and China Mobile before the fly, Tencent Micro-letter has certain links, even called "China Mobile Leather own life."

However, the launch of China Mobile International said that the main function of Jego is cross-platform communications services, so the primary competitor is Microsoft Skype rather than Tencent micro-letter. Jego, like micro-mail, does not have the VoIP function of "software to telephone" in China.

Unfortunately, Jego has not yet been with Microsoft's Skype a higher, it was "shouted stop." June 22 in the early morning, Mobile announced that the launch of less than one months of Jego "dead." China Mobile, which was expected to take a short competition with the micro-letter in the Jego, was so low-key to exit the arena of competition, ending an important move with Tencent's micro-credit confrontation. A "self-revolution" was also nipped in the cradle.

Why failed

Jego just launched, users are full of anticipation for this new product. However, the reporter learned that Tencent netizens complained that such a product launch is not targeted at domestic users, and some of the users lucky registration after the use of voice, SMS the next day before the other party received, had a trial experience of the reporter directly said, "very inconvenient, the bug (loophole) too much." ”

Thus, Jego "live" less than one months is "stopped", product bugs too much may be one of the reasons.

Tang Xin that the failure of Jego, a deeper analysis of the words, is due to the ambiguous product positioning. "Even in the mobile interior there is no unified thinking on the rush." Some concerns have also allowed many of the product's functions to be ' castrated ' and the user experience is very bad. "Tang Xin said.

At the same time, there is news that the mobile interior for such a move on the internet has long been divided, so early this year, the beginning of the test of the Jego has not officially released, until the media in early June to be known by the public, More interesting is such a revolutionary product that the industry considers subversive traditional operator business to expose, the mobile Group Headquarters related department unexpectedly completely did not know.

More people in the industry pointed out that the mobile internal now there are corresponding mechanism problems. From the overall organizational structure to the positioning of people, and the internet company's genes completely contrary. Although mobile in recent years has introduced talent, but the dominant people still cling to the old thinking, and because mobile as a central enterprises, it is difficult to really participate in market competition, and finally led to the lack of real core technology and product-oriented research and development.

Future strategy

In Tang Xin's view, the future of mobile should continue to improve the product at the technical level. But it may not be on the market in the short term. "In order to move the strength of the development of new products will not stop, mobile in this area of investment will not be reduced." ”

It is undeniable that the pace of mobile internet transition in the past few years has been non-stop, but the effect is not satisfactory. Flying, fly chat, OPhone, 139 micro Bo etc quickly stood up, but also jerked "dead", currently only fly, individual internet business base.

The industry point of view, although mobile in the traditional business has been a steady account of tau. But the big trend right now is that the carrier's pipeline trend is accelerating, the pressure is increasing rapidly, the past value-added business discourse right the biggest mobile sense of loss is the biggest, so in the new business to find a breakthrough mood is also the most urgent, but haste, the face of the mighty industry trend, the first thing to move is internal reform, not rashly "Innovation".

At the same time, Tang Xin that the movement in the launch of the product lacks a scientific and reasonable assessment process. In addition to the user experience assessment, it is more important to evaluate the product strategy. Whether a product can bring value to the enterprise as a whole, or whether its risk is controllable, whether it is worthwhile to invest, how much resources should be invested, should be considered before the product is online.