Passenger Network CEO Song: Social Mobility of tourism Community transformation

Photo: Donews CEO Song attended the 5G vernacular scene

Photo: Song CEO and Donews Staff

August 29 feature (reporter Chammi) in the face of plagiarism Foursquare blame, cut customer network CEO Song confessed, cut the customer really "don't face" a. After the comprehensive deconstruction of Foursquare, Song felt that the customers found their core value, that is, mobile internet, social mobile power provider.

Social mobility in the transformation of tourism community

August 2010, the Royal Play network officially online. The play network was initially located in the tourist community. However, Song later found that users need not be limited to travel, they are more concerned about sharing and recording anytime, anywhere, and on the Internet to precipitate more information and user relations.

General users travel mostly offline, and online when not in tourism, so Song thought of mobile applications, coupled with the rise of China's lbs boom, Song claiming to find a combination of lbs and tourism development space.

October 25, 2010, Song attended the conference after the cut, more and more feel "play" two words tourism more heavy, and "cut off" is the Chinese name of lbs, seems more suitable for the future positioning of the site. November 25, 2010, play network renamed to cut off the net, from the original tourism community to lbs transformation, began to focus on mobile Internet, exerting force mobile clients.

Renamed as a Song, he still wanted to build a social network of strangers. But because of the lack of social platform support, as well as the demand for mobile phones higher, the number of users cut off the network has not exploded.

June 2011, Song began to emphasize the practicality of the customer, no longer require users to "sign in", but to allow users to get some preferential services through the customer to highlight the social mobile operator positioning.

Get user behavior data through lbs

Although the customer in the development of the process encountered a mobile phone payment is not smooth, user habits need to cultivate bottlenecks, but the idea of cutting customers to do mobile business services is more and more determined. It seems that the cut customers to provide users with coupons, buy and draw and other activities, seems to be similar to the essence of group buying, but Song do not think so.

Song said that the customer's value is "side surprise", these surprises include coupons, group buying and lottery activities, and so on, through the customer check-in can get these benefits.

Song that the most valuable part of LBS is the user behavior data, in the cut, the user check-in or not will not affect their ability to receive concessions. But the LBS encourages the user to sign in, is because this can obtain the user's behavior data, is advantageous to the merchant optimizes own service.

Song that the group buying business into a dilemma, because the group buy all in the price, attracted by the cheap users, leading to group buying and merchants do not have the continuity of cooperation.

Song that, although the group buying business has labor, site costs, but the cost of raw materials accounted for is not high, so service-type businesses are willing to buy the potential users into repeat.

"There is a business owner said, the current group purchase, the first can not bring repeat customers, the second affect the experience of the old customer." Merchants most want to know which people often come to their shop, what time period, about how much consumption, in addition to their own shop where to go. And the customer shop backstage can provide these user behavior data for the merchant.

Make a move closer to the dealer

In the middle of August, in order to cooperate with "cut off the Seven wonders to send you to the world" activities, cut off the net in Beijing, Shanghai, Guangzhou, Shenzhen and other land war on a large-scale advertising. In this regard, Song that this is the right thing to do.

Song that the customer is now the main focus on consumer information, including coupons, special merchants, buy information and so on. The development direction of socialized mobile electronic commerce has already matured. In addition, through group buying can educate the entire local life service market, "at present, the customer is still in the process of payment, we feel that the time is ripe for the market." ”

In the establishment of the circle, the customer now will be around as the core, so that users to the center of the ego to find the information of the commercial consumer place. After that, the customer will switch from the mobile phone to the payment link, to do the move closer to the mobile power provider. The customer will make a booking function, "because the seats in the theater is very good, but the restaurant has no way, do not know when to turn the table." ”

Song revealed that according to the data report shows that there is no monopoly of the market situation. The customer is currently ranked second in the domestic market, after muttering network, but muttering net also accounted for only 30% or so, "we expect this round of launch can let us become the market first".

At present, the customer has covered iOS, Android, Symbian, Windows Mobile, BlackBerry and other mobile platforms, research and development team around 50 people, the daily landing behavior of the user reached about 15%.

Song said that the customer wants to form the electrical business model can be directly through the payment link. Although Shanda already has own Sheng, but the operation also needs to optimize.

Song said that the customer has not yet opened the plan, to achieve a certain size of the user, probably still need 200 million yuan of input. Finish)

Bo Master Comments:

A; The domestic lbs application interaction is poor, lets the user form the check-in habit also to be very difficult. resulting in insufficient data accumulation, allocated to each of the different businesses are less, so the checkin and the electricity quotient, may only exist in the imagination.

If you want to do it, you need a strong ground team. Because most traditional services are far from the Internet.

Foursuare is a company without molding, can see some potential but still in the early stages of development, the data is a core competitiveness, but because there is no specific restrictions on check-in, resulting in the quality of users to provide is not good. Therefore, the O2O model is not optimistic.

B:checkin has died is a big fallacy, because this model is not yet any innovation, there is a lot of room for development.

Checkin did not grow up, or will not pull people close enough.

You can't rely on Foursquare. "Foursquare in the development of these years, they are not qualitative." If Foursquare oneself in the circle, the cutting guest learns Foursquare, also must follow the circle.

Do business to learn rather than copy, to find their own essence and core values. The customer does not have to focus on the merchant, can dig their own users.