This year's EC4 is full of small, fresh-style ambitions.

Absrtact: This year's Evernote Conference Global Congress (hereinafter referred to as EC4) full of a small fresh-type of big ambition, this temperament from the opening of the keynote suddenly into the center of the big screen that implies linking your brain and all the logo design will be exposed.

This year's Evernote Conference Global Congress (hereinafter referred to as EC4) full of a small fresh-type of big ambition, this temperament from the opening of the keynote suddenly into the center of the big screen that implies linking your brain and all the logo design will be exposed.

Founder Phil Libin a suit with a Evernote green T-shirt, he was significantly thinner than a year ago EC3, still love with a unique Russian-style hale and humor to attract a small climax constantly. "Do you hate meetings?" I am! "Then snapped a new thing that felt to be used for black PPT, not yet named, but one by one redefined the presentation of the document. "Yes, I think what Microsoft does is bad except Excel." "Phil said.

Subversion of existing models, promote synergy, expand human cognition, more efficient division of labor, so as to promote the development of human thinking and the way of working, in this EC4, Evernote thinking of the depth and expression of tension has enough thickness.

Founded in 2008 but the number of users has broken 100 million of the Evernote is still a start-up company, it and their products have a good memory, do not forget to do hundred years of the company this desire. EC4 at the end of the invitation to Phil received 36 Krypton interview, Phil to Little Sue confirm said the company will not be acquired, the IPO, in the next 3-5 years, must have.

The following is a transcript of the 36 Krypton Sous interview with Phil Libin:

36 Krypton: Let's talk about this EC4 key Word--context (context based content push)! I heard very happy, because do not say anything else, this thing is done well after will become our manuscript artifact! But I'm curious about the Evernote of product and design genes. According to keyword push in fact handle scale is very important. China has also been hotly discussed: which is the strongest excavator technology?

Libin: About this key word's setting, we are also full of spelling, and now and later will do a lot of effort, it is a just need, is also a trend. Today it's a mobile-interconnected era, but many times our work is tied to a few decades ago in the PC age and even earlier linear models, and Evernote wants a more efficient working model that fits the point of view.

We have just set up the AI (augmented FDI) department, specializing in data collection, mining and computing, mainly personal data. Like you said, we're really not a big data company, we have 100 million users, but we don't have a big dataset, we have a small dataset of 100 million, so the goal is to more intelligently handle the individual data. Because our business model is not how to use your information to make money, but to build a product that you can have and love. We want to deal with the data that is relevant to the product itself, not to cross it.

Half of the current 100 million users are paid users, and giving them the best experience is something we now have the ability to do for them. This is also an important step in our strategy, Evernote is not just a note-taking tool, we want to do a engine that can inspire the human brain. As soon as the next month our context content can be online, try writing good good haha.

36 Krypton: The answer you just made also includes the direction of Evernote future development.

LIBINL: Yes, the future is not just for you to remember better, but for you to get more information and make better decisions. Anyway, it makes you smarter. For example, if you want to do something big, we can have three choices: 1. Turn yourself into a child and ask for help from your parents 2. Make yourself a CEO and get the support of a team partner; 3. Let yourself be Superman, one person to do everything. What would you choose? My choice is the third. I feel really that my life is divided into "2007 Ago" and "2007 Years later", 2007 my memory is mess, until 2008 had the impression notes. If I can I hope that I have an impression in high school notes, can help me to write down some important things. But remember that things are just part of artificial intelligence, which is the first small step. In the future we want to make everyone evernote space into a superhuman brain, so that it itself is an empire.

36 Krypton: Phil I feel like you're talking about data, and at the meeting you talked about a lot of company data. In fact, many startups don't like to talk about data when they grow up.

Libin: Yes, that's what our employees and partners say about me. Because Evernote is a memory product company, it is interesting to use numbers to remember things and to build such impressions, and the almost most important thing I do every day is to know the data, which is not for the board (laughter), but I personally want to know and be willing to publish it, It also makes it easier for consumers to build trust with us. I want to tell you how we build a way to store your memory and then expand your cognition, and the quantification of numbers is a good thing. Some companies are unwilling to do this and may feel that doing so will hurt the company, but it may be easier for us to remain transparent than to keep it secret. This is related to the Evernote business model, and the business model of impression notes may be the simplest in the world: selling to consumers what they want.

36 Krypton: The difference between selling and selling is still very large, such as the number of the data that may be the most amazing is that the amount of paid users reached 49%, and then you just said at the meeting that 51% of users in the first use of the pay. How did we manage to sell?

Libin: I think we all hate to sell, but also can accept the things you like to pay, think about it, if you really like a service and purchase can get better, is not acceptable. This is a logical process. It can be said that in the end you take decisions almost because you stay to get the value is more important than you pay, so the longer you stay on the product for free, it is possible to pay for the use. Better collaboration tools, access to previous notes, better handling of large files, more features will be added in the future, these charges are very low, now only included in the enterprise users of the monthly 10 knives, but really will bring convenience to life and work.

How do you turn a free user into a paying user? I don't know (stretched), if you're really interested, we can make predictions based on past user behavior and have a chance to talk to you later. But frankly, one of the big puzzles we have now is that there are some differences between users today and seven years ago. And many users now come from mobile devices, or from Asia, including China, which is difficult for a unified computing summary. The new users we add every day are probably different from the old users.

36 Krypton: Yes, that's actually the next question I want to ask you about in Asia and the Chinese market. Phil, how do you think Chinese consumers are different from American consumers in their spending habits? Now that you have more than 3 million users in the Asian market and more than 30% paid subscribers, what is your next goal for the Asian and Chinese markets?

Libin: For impression notes, the two places (Chinese and American) have very similar consumers. They are all the same people: knowledge-oriented workers who like technology. There may be different preferences for platforms, such as the number of Android users in China than Apple's, but that's not the main option. Some people say that Apple is "California design, made in China," so the impression notes want to design a good product around the world.

In fact, we do not regard the country as a market. The impression note Company in China is not to sell more products to China, but to produce products that are liked all over the world in China. What we need is Chinese engineers and designers. We not only attach importance to product sales, we are to better products.

36 Krypton: What's your impression of Chinese companies? Like Alibaba? In addition, many large U.S. companies in China's development have encountered many difficulties, such as Google has been in a very depressed state, Facebook and Twitter simply do not have to think about this problem, recently Instagram also encountered a small situation. Is there any difficulty in the promotion of impression notes in China?

Libin: For Chinese companies, I have a clear sense that many Chinese companies have long term goals, that they will be very strategic in the first step, or far from the beginning: Their market is not China, but the world, Alibaba is an example. At the same time, Chinese companies have always been aware that more foreign companies will be welcome to enter and develop in China in order to develop faster. This is a good opportunity for companies like impression notes. There is a lot of misunderstanding about Chinese companies, like Chinese companies don't like to make long-term plans, there is no strategic plan for the future, I think it is not so, or even the opposite.

When we first came to China, many companies, including Chinese companies, have given us advice that Chinese consumers don't like things that are too simple, that they are a little more complex, that they don't want to spend money, and that you have to do a little trick in advertising. Our answer is: we don't think so. Apple does not sell a different product in China, so no impression notes. We will treat Chinese consumers with the attitude of other consumers.

This has always been the difficulty in China. First of all, there is a team so far away from you is our difficulties, communication he management cost is very high. Design "Work Chat" and "context", in our own is also in order to communicate with the Chinese team more effectively, we can say that every difficulty we encounter gives us inspiration to design a better product.

36 Krypton: The last question you said at the meeting was that Microsoft was bad, started to subvert their presentation, and Facebook had been providing a service to store people's memories, and our EC4 strategy clearly generated competition from them; and another is Amazon, Evernote. Harsh set a annual turnover of 12 million people feel that Alexander. What do you think of these little friends?

Libin: All our best partners are competitors, and we have a lot of cooperation with Apple, Amazon, Facebook,google and Microsoft. We will not be the second Microsoft, Facebook and Amazon, we only do user-friendly office products, only those inspire brain application development, only sell our own products.

36 Krypton: It's like an empire.

Libin: We want to build a century of empire (laughter).