The so-called internet product gene

The "Offline access" service is mentioned in the "online marketing monitoring of online action effects" (excellent articles, strongly recommended). Get a general idea of the product line of offline access. Judging from the so-called product strategy, this product should be regarded as a typical cross-border innovation product. For a professional call center service provider, the call center part of this product is actually very simple (especially for SaaS providers such as Heli Jinqiao, bird-birds), but it's not what these companies are good at in terms of connecting to the Internet, such as Web marketing. And for a bunch of internet marketers as the core of the product network, the Internet is not a big problem, but the call center part of the technology is a big problem. The location of offline Pass is just a combination of these two parts of the gap.

On the whole, the product of "off-line pass" can be regarded as a kind of internet gene. What is the Internet gene product? Personal feeling is the core of the spirit of the Internet is: free, open, sharing, innovation, and the corresponding Internet products of the gene is: User-centric, open, software as a service (not simply set up a Web site as SaaS, but also including continuous refinement of operations, etc.), continuous innovation.

The SaaS providers such as Heli Jinqiao and birds are basically transformed from the previous call center product or system integration project, although it is also labeled as a SaaS, it is an Internet enterprise, but it is more like the operation of a traditional telecoms operator than the operation of an Internet product: Finding a business that can make money, Then you just need to ensure that the basic services available on a 7x24-hour basis, such as user-centric, open, refined product operations, continuous innovation is not very concerned.

In fact, there are many places where these companies can do better, for example:

User-centric: Use SaaS mode to call center services most of the SMEs are E-commerce enterprises, these enterprises to call center (not simply just telephone, but also including web, mail, IM, SMS and other multimedia channels) and network marketing, offline marketing means of integration has an urgent need (for example, the " Online marketing for offline action effect monitoring "), of course, such as with Baidu bidding & Google auction data integration, E-commerce systems integration, internet-based customer relationship management and so on. If the user-centric, from the user's perspective to see the actual needs, it is easy to think of these features, for these companies are technically not difficult, but it is these little bit of continuous innovation (or the current fashion "micro-innovation") determines the platform competitiveness.

Openness: In fact there is a ready-made example in this field for Shanzhai: Salesforce. Products such as CRM and call center expect to rely solely on the self-built platform and provide all the features that are difficult to meet the diverse needs of many enterprises, like Salesforce open platform "Platform as a Service" (PaaS) is the most sensible strategy, It is a pity that Chinese SaaS vendors have only learned the word SaaS and have not learned the idea of an open platform behind SaaS. such as "off-line access" to provide CRM data integration function is also considered an open first step, although it is facing the call center as a leading position helpless decision. But as long as the spirit of the Internet, through the open platform to change the rules of the game, the latter will certainly be able to stand out among the many still closed competitors.

Some thoughts:

1. The core of a successful product's genes is the company's genes: Every company has its own unique cultural genes, especially for those who have been overshadowed by the success of the existing, the original success will become the biggest resistance to innovation, which is why Microsoft has been in the internet is not the reason for its laws. To hatch an Internet product from a successful business, it is important to change the company's genes, otherwise it is difficult to grow the soil even if there are individual successful products. The operation of an Internet product must involve the company from sales, marketing, product, research and development, operation, finance, manpower and other aspects, the company's genes have not changed, the final product innovation will only be spent in the bureaucratic process. Reread Grove in the "only paranoia can survive" in the "strategic Turning Point", "10 times times The change theory" is still brilliant exposition. Grove summed up his own leadership in the transition period, with two points of feeling: first is to put down the shelf, to admit their ignorance of the new business, everywhere to consult. The second is to devote attention and energy to the most important industries.

2, the combination of online and offline, the combination of traditional industries and the Internet industry (so-called mouse + cement) contains huge opportunities, especially those who use the Internet efficiently, and understand the industry needs. The internet provides the conditions for the successor to change the rules of the game, the premise is to be able to strategically implement the Internet "free, open, sharing, innovation" spirit, otherwise the internet is just a door can be used by all the tools. Therefore, the traditional enterprises to carry out E-commerce should first transform the mode of thinking, from the Internet spirit of learning.

3, the so-called "style", each can be called excellent even excellent internet products behind a life of product personnel, products to have the vitality must have a human spirit, this product spirit is the belief of these people and adhere to the external reflection of the thought, which is also the gene of Internet products. Great Internet products must be behind the great human nature in support. This is why China is now unable to produce great Internet products, an impetuous society, a distorted system of human nature, a people without faith can only create a pile of mental waste and self-proclaimed as "XX representative."

4, innovation from concentration, focus, professional. Whether it's "micro-innovation" or "disruptive innovation," innovation must be based on a deep understanding of the needs of the industry and its users, which need to focus on what they are good at.

Source: http://www.yeeach.com