State digital Zhang: "Mobile thinking" mode start

When I first started the Internet, I read a book that had a big impact on me, called "Network value-the era of user decision rules." I didn't know until after I read it, a 1999 report from McKinsey. Today, the hot word Internet thinking is the same meaning, it is to settle in the user value, aiming at the traditional industry thinking way of induction. However, it is difficult to really understand the current industrial trend just by stopping here. If Internet thinking is still standing in the PC internet age, then the thinking is outdated. We saw it. Mobile phone with such a short time, quickly surpass the computer, become the core terminal of the big Internet, thinking mode of mobile phone to rethink the direction of industry development, is the new curriculum for everyone. I use the following six definitions of changes to summarize the phone thinking mode. Life: From local digitalization to total digitalization-the great encounter of atoms and bits begins with information. The beginning of the Internet, people through the PC to the news, reading, television and other traditional information one by one digital. But the PC Internet is still limited by space, it only exists in the computer table, once left the computer, the digital world and People's life is disconnected, life is only partially digitized. Mobile phones make life fully digitized, and mobile networks exist in both time and space, in bedrooms, living rooms, kitchens, toilets, jogging roads, commuting, and even sleeping. The digitized information also spreads from the picture and video information to the geographical location, temperature and humidity, environmental monitoring and so on. Each atom is digitized, and each atom carries information. It may be said that the link that has not been digitized is the opportunity of innovation. Channel: From centralized to decentralized-runaway free network World at the beginning of the Internet, people need access to focus, portals and search for such a super gate to control most of the traffic, all services through a limited information channel is concentrated, and then directed to the tree-like structure of the peripheral. In the mobile internet stage, the traffic is dispersed and uncontrollable, the social network, the more detailed division of the APP, the user's behavior is random and unpredictable, the channel crisscross each other, weaving into multi-dimensional complex network, information channels become disorderly and out of control. Information: from single to stereo--the network world and reality gradually become the mapping relationship in the computer internet age, information is thin and simple. The change brought about by mobile Internet is the requirement of information comprehensiveness, closer to reality. The real demand is comprehensive, multidimensional, real-time. For example: Computer Internet phase, we search a restaurant, mainly provide the address, which is dead information. and mobile thinking mode, users need is: Address + navigation + Latest Evaluation + today's traffic conditions. Value: From group user value to individual user value------------------each person corresponds to an information network PC Internet business model, more is based on huge traffic access to the group users, for the group users. At the same time also by the digital scale, data collection and analysis of the constraints, users can only exist in groups. Individual user's face is vague, or closer to the traditional media, ethnic, proportional concept to analyze.Mobile thinking mode, is the network more and more understanding of the user's individual, each individual is not the same, even if very close to the individual, the needs of the service is different, and mobile internet based on the user understanding, the real personalized service has the ability. Products: from functional to situational mode orientation--Beyond the Super APP, small application of grouping scene to provide services to the original Internet product ideas, or the PC phase product ideas, services are functional guidance: for "search", "communication", "image Processing", "reading", "video playback" and so on. Mobile phone thinking mode, design products in situational mode. such as street Taxis: need to consider the location, confirmation, contact. Video playback: To consider the living room mode, the way to download. And the specific life scene combination, users can directly trigger. Interaction: From unnatural interaction to natural interaction--the boundary between real life and virtual world is close to the Internet thinking mode without PC, it is mouse interaction, which is much simpler than the industrial age, but it is still an unnatural way of interacting. Today, the first step to change in mobile thinking is touch, and many people are amazed that children learn faster than adults on smartphones and PAD use. In fact, because the touch is close to the natural interaction, the child does not need to learn, and adults are accustomed to the computer operation, but need to turn back again. In the last two years, search has begun to use voice interaction, a very significant natural interaction trend that should be implemented in a more natural way, with voice, gesture, touch, or non-contact body feeling ... Summary The Internet is a constantly upgraded network. Lack of "mobile thinking" of the internet thinking, is pseudo internet thinking. New network access to the original "Internet", they are together to form a newer, upgraded version of the "Internet." Ahead, is the real intelligent age that we have long awaited. (The author of this article is the Department of State Digital President Zhang, the article does not represent the site point of view.) ）