Operators to expand search business focus on creating "open long Tail"

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

For telecom operators, the cross-border operation of Internet enterprises increasingly menacing, it can be said that the Internet virtual economy "Landing" is the new economy under the common characteristics of high-quality business model.

Internet virtual economy realizes "landing" through platform fusion

From the perspective of industry trends, the boundary between E-commerce and search is increasingly blurred. Such as: Alibaba acquisition of Yahoo China, access to its search engine for E-commerce platform infrastructure, although Taobao is an e-commerce platform, but its revenue from the majority of income from the search engine revenue (through the platform within the bidding rankings to achieve). Baidu at the end of 2008 online Consumer-to-consumer E-commerce platform, the intention is that they are aware of E-commerce platform in the convergence of value information advantages. Although Google does not publish E-commerce sites, but its payment tools checkout and AdWords bundled, in order to provide customers with payment solutions, on the recently online Android harsh, the purchase of applications must also use the tool.

E-commerce and information search in the production of information, there is consistency in organization and match: E-commerce platform and search engine do not take part in the generation of forward information and post information, but they all produce value-added information such as transaction and consumer behavior analysis. E-commerce platform organizes the post-information in the form of websites, vertical channels and charts. , the search engine organizes the post to information through the "Reptile program" combined with the bidding ranking mechanism, but in the forward information organization, the search text box is widely used in the two modes. The matching in search mode is the post information that the user pays attention to in the form of bidding advertisement, The matching of e-commerce mode is to help the e-commerce website to find the desired information and provide payment and even logistics service in various forms. Therefore, the blurring of the boundary between e-commerce and search is due to the fusion of technology platform and information platform behind.

Shui Telecom Consulting that the two can be seamless integration, is the business model behind the business logic is highly consistent, that is, the enterprise does not provide to meet the needs of products, only to provide the buyer's demand for docking opportunities. It is the common feature of the high quality business model under the new economy that the Internet virtual economy is landed. The integration of search and E-commerce is mainly reflected as follows: The starting point of e-commerce transactions is often the end of the search behavior, so search engines become the infrastructure of E-commerce sites, search business model embedded E-commerce sites, E-commerce Web site is the main source of revenue. The combination of the two is seamless, the business logic behind the business model is highly consistent: companies do not provide the products to meet demand, only provide a docking opportunity for the buyer's needs.

Telecom operators lack internet business thinking for their current search business

There is no doubt that in this context, telecom operators should occupy the commanding heights of the fusion platform. The platform vision of telecom operators is the opening of network interface, the formation of technology platform, the aggregation of information resources and the formation of information platform. But the telecom operators in the information platform has a strategic vacancy, although the network hosting and transmission of a large number of information, service to a large number of users, but can not realize the value of information itself. Therefore, the establishment of information platform will be the only way for telecom operators in the platform competition, and the development of telecom operators ' search business is undeniable but lower than the operator's expectation. The two kinds of pillar business of the search business of telecom operators--the business model of information search and e-commerce should be deeply integrated, to the enterprise (after to the customer) is the marketing means, to the customer (front to the customer) is the information source, to the operator, is the buyer and seller information collection, purification and matching.

Baidu has now launched a voice search class products. In some ways, Baidu voice search is homogeneous competition, but because of Baidu after the information from its Baidu to know products, so rarely found no case, and the lower cost of information, at the same time, because of the characteristics of Baidu Internet enterprises to the information of the responsibility to be weaker than "number hundred". Under the challenge of the new model, the Internet search giant has a great threat to traditional voice search. The operation of the search business of telecom operators, while replicating the Internet charging mode, has no reference to the commercial thinking of the Internet. Eric Schmidt believes that because of the advent of the Internet, people outside the traditional hierarchical boundaries can participate in innovation, production of new content, goods and services, which is the biggest change in the new economy to cooperation.

The information operation is not the information self, the business model needs to have "The Open long Tail"

To achieve the rapid development of the search business of telecom operators, it is necessary to break through the bottleneck of information, and develop a platform based information operation. In the information operation, can not ignore the external strong cooperation of the wheel, information operation is not information, but based on the operation of information platform, both proprietary "short head", more should be "open long tail", this is the customer demand for telecom operators search business requirements. So how do you do platform based information operations? The first is the transfer of Operations Center: From information-centric to platform-centric transfer, open platform interface to use the Internet, users and partners to quickly gather the source of power, focus on platform operations, to me as the center to business and Cooperation as the center of the transfer. In addition, the work focus should also be shifted: from the collection of industry information to the platform for publicity, software and hardware construction, the development of rules, the management of partners transfer.

For the development of telecom carrier level information platform, we should go through the exploration period, development period and forming period of three stages, around the four core issues gradually improve: (1) to open the front and rear interface to ensure platform information flow, (2) to develop platform rules to maintain platform operation Order; (3) Business model innovation to promote the circular increment of forward and backward information ;(4) to integrate a variety of media, for the former to provide customers with one-stop service, in order to provide customers with a full media marketing solution.

The principle of platform rules should be set up around three equilibrium: (1) User experience and user control of the balance: the development of the Platform rules should follow the user experience and user control of the principle of balance, both before and after the user experience in a higher level, but also pay attention to user information acquisition, user behavior analysis and user stickiness of the improvement. (2) The balance between supply and demand and benign competition: the establishment of platform rules should follow the principle of both demand and benign competition, reduce the threshold to ensure the enthusiasm of both buyers and sellers, and set up appropriate rules of the game to ensure the benign development of platform competition. (3) The equilibrium between strategic income and economic income: the formulation of platform rules should take into account both strategic and economic benefits, that is, to maintain a balance between the platform to promote "number hundred" income growth (economic benefits) and the promotion of the benign growth of information value (strategic income). Only in this way can we realize the original intention of the platform design.

In the business model, we need to open the "long tail", aggregating the information, integrating the media, docking two-way demand. Compared with the previous, this business model does not change the essence, change is the way of thinking, which can be understood from the back and forward to the two sides: after the convergence of "long tail", cooperation and user self-help is the main means. The key is to have a cooperative model based on interests, so that partners and users willing to participate in the platform.

"Short head" partner: Three business partners continue to maintain, but its management norms into the overall platform of the whole rules, the future "long tail" on the platform gradually grow into a "short head", but also to them to open the appropriate permissions and APIs. "Long Tail" partners: they are often the integration of industry information, such as the control of the city arena information enterprises, home shopping malls, and so on, they can benefit from telecommunications through the information platform, but also as they provide to their members of the service part of the enterprise. User-Service: User-service is an important part of "long tail", they upload relevant information to the designated location of the platform.

Forward demand to the active matching, multiple media sources, multiple forms of value-added. Therefore, telecom operators should deeply study the characteristics of various media, their ability to carry information, forward and after the user's use of the scene, etc. integration of the whole media, embedded in the relevant search information platform is an important part of the vision, but this needs step-by-step progress.