The deliberate marketing of free calls

In the micro-letter phone book launched "Free" one months after the call, 360 shot, 360 Address book products open the free telephone function. Look, free calls, free anti-virus, free internet access, free network plate, such as a series of free label products are permeating our lives. And free, is also becoming a bad marketing topic.

The deliberate marketing of free calls

Whether the micro-letter phone book free call, or 360 address book open the free phone, this is not like product marketing, but playing a free number of gimmick marketing. Looking at some of the details, it is not difficult to find a strong gimmick hype trail.

November 11 is the electric dealer's Singles Day promotion, in such a festival, lonely Tencent, has thrown the micro-letter telephone This free call the news. Look at the 360 Address Book open beta free call, the choice of time point is December 22. Obviously, the date of the 360 free phone line is also carefully selected.

In Tencent to borrow hot double 11 for micro-letter phone book for a huge marketing, 360 naturally unwilling to do. In particular, 360 of the stock price continued to fall, has fallen to the 60 U.S. dollars below the interval, 360 urgent need for a capital exciting news, free phone is a good topic.

With the help of free anti-virus in the Internet field occupy a place, 360 with free in the domestic internet lay a Jiangshan, and with Baidu and Tencent to challenge the strength. From the early internet into China advocated the free sharing spirit, to the Internet everywhere can access to video, space, mailbox and other Internet resources, free has become a domestic internet field a very powerful marketing artifact. So, micro-mail phone book and 360 free phone will be free to make a big fuss. Comprehensive information to see, free call is a deliberate marketing.

A "free call" that's been fried.

After the micro-credit phone book launched the so-called "free" call function, such as subversion of the three major operators, the operator's life and other comments are widely disseminated. At the moment, 360 of free phone calls have just been closed, and a reversal of the operator's rhetoric has appeared in major media headlines.

In a more rigorous sense, the free phone calls of the micro-mail, and the toll-free number of 360 address books, are the old concept of being fried. The key point is that the micro-letter phone book free calls, as well as 360 free calls, are conditional free, not really free.

Throw away the true and false free do not say, first look at these "free call" label products how much innovation, to the user how much value.

From the form of products, micro-letter phone book and 360 free telephone, are internet telephony. Well-known Skype, KC and other software, are hit network telephony software. On the functional, VoIP and KC and other network telephony products, not only to achieve the PC and PC calls, but also to achieve PC and fixed telephone and mobile phone calls. If the progress of the micro-mail phone book and 360 free phone calls is extended from the PC side to the mobile phone, there is no revolutionary innovation.

Admittedly, 360 free phone calls can be fixed telephone and mobile phone, when a certain amount of free calls in the beta, but these features, such as Skype and KC, such as Internet telephony can be achieved. By contrast, it is not hard to find that the micro-mail phone book and 360 free phone calls, are new bottles of old wine, is not really free. It's not surprising that you get free marketing as a gimmick and eventually get fried.

The free dividend is fading.

The rapid rise of 360 is the best proof of a huge dividend free. Without free anti-virus software, 360 will not have such a large user base, and will not rely on a large user base to build an ecological model. In addition to 360, Tencent is also the biggest beneficiary of the free dividend.

For now, the free bonuses that have been tried are fading away. Micro-letter Phone This free call function since November 11 on the line, one months elapsed, micro-letter officials did not disclose the number of users of micro-letter phone book. On the 360 toll-free phone page, the top 100,000 downloads the user or to get 99,999 minutes of free calls long. Whether the future 360 free calls can usher in the situation of user surge is still an unknown.

In fact, the appeal of the micro-mail phone book and 360 free calls has been reduced because the free is not really free, and the other reason is the lack of product value. Micro-letter Phone book free call function, 360 free calls, in a large number of similar network phone competition, the advantages are not obvious.

Ten years ago, there was a huge marketing dividend for free. At that time, the Internet This new thing just enter the domestic market, users of communications, games, network applications demand exuberant, this is QQ, free mailbox and other products have huge dividends. At present, each type of Internet application products have a large number of similar products, in the product without revolutionary innovation, the free dividend gradually disappear is inevitable.

Frankly speaking, micro-letter phone book free call no red, 360 free phone is also very difficult to fire up, the root is free has become a bad marketing topic. In the free has been fried rotten pattern, enterprise play marketing should be cautious use of free this gimmick to do marketing, otherwise the effect will be counterproductive.