UC He Xiaopeng: 2014, mobile entrepreneurship should pay attention to these market changes

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3721.html ">2014 year, the" entrepreneurial State "invited a number of unique insights from the industry to write a description of the new Year's entrepreneurial trend. Among them, UC gifted as founder He Xiaopeng said, the Internet enterprises to publicize how many downloads and activation amount has no meaning! What's the point? A new connection with a person, with a product. What is new? You have to pay attention to what the user has changed, they have to go back to the mix, know "love."

Article | He Xiaopeng UC Excellent founder, product president

In the 2013, the trend is that the mobile Internet, represented by the app economy, has entered a stage of intense competition. The golden window of the traditional app field is over and the chances of new entrants are slim.

But now the third pioneering window period has begun (the first is Java, Symbian time to do WAP station), the typical direction is the mobile Internet and a variety of traditional industries combined with the production of new product forms, such as finance, electricity business, education, catering, medical and so on. There are plenty of opportunities for entrepreneurs to think about rebuilding this new "connection."

I think the core of the reconstruction is two points: one is the new connection with people, and the other is the new connection with the product.

On the one hand, enterprises should consider the change of people. Mobile Internet user attributes and PC Internet period is completely different, mainly in 3 aspects: Fan users, always online, focus on services.

First, enterprises should pay attention to fan users. In the past, many internet companies have often advertised the amount of downloads and activations they have. But from the present point of view, these are meaningless. The more core is to catch the fan users: how many people have used your products, but also can precipitate, retained down? How often is daily active and used? Can the formation of Word-of-mouth drive new users or even feed back to the business side, affecting the specific details of the product?

The overall user base of the Internet is infiltrating from the one or two-line cities to the three or four-line cities, from minors to adulthood (typically Tencent users). User values are also changing, for example, compared to stars and mainstream media, they are more willing to trust themselves and their friends ' recommendations. This kind of ideological change causes the whole product, the pattern all must make the change, raises the fan user, and uses the word of mouth to maximize the enterprise's value.

Second, "Forever online" will become a user's fixed attributes, including mobile phones, tablets, PCS, TV and other devices to continuously share the user's attention. If you're starting a business and saying "make a good app" without thinking about interacting with other device platforms and the cloud, it's not going to work. Two years ago, UC was aware of the trend of cross screen interaction, extending the browser product line from mobile phones to tablets, and this year we will go further and launch PCs and TV-side products.

Third, the user-related change point is "concern service". Previously, the enterprise a very typical feature is sold out products, the project is over, even if there are services behind, but its fundamental purpose is for the next sale, just "accessories." And in the new start-up period, product sales may only be the first step in the whole project, after that the activity, use frequency, retention rate is the real challenge, depending on how good you can provide services.

On the other hand, enterprises should also consider rebuilding the connection with their own products and patterns. At this end of the connection, there are also 3 new features to focus on: Mashup state, love, new business model.

The first is the blending, which is a multi-dimensional concept. For example, the local mix, online and offline is also very popular O2O, as well as product form of the mix, such as the app and the web, according to the user needs and habits of different targeted services push. The diversification of the platform and the user attribute determines that the enterprise must take the advantage and ability of its own, and consider the feasible blending way of the product. It's more than just a phone. App is a lot harder.

The second is "Have love", its characteristics better understanding. When your customer changes from a sales object to a service object, you want users to be able to tell others when they are using it: This is a good thing and it's recommended. Then you have to have love for your products, love for your employees, and love for your own users. There is love in the case will have the details, in order to achieve the ultimate product.

Finally, the new business model. If you want to subvert a company that has done quite well, you can do something that others can see but do not dare to do, especially for the channel products will have a great impact, such as Ctrip.