Where is the easy way out?

Absrtact: Why Ding Lei gave Ishin 0 points? In this era of the king of the market, everything is to compete for users. Ishin 4 months after the birth of the number of users broken by 30 million, but compared to the micro-letter broken 600 million users still far apart. Early last month, the three major operations

Why Ding Lei gave Ishin 0 points?

In this era of the king of the market, everything is to compete for users. Ishin 4 months after the birth of the number of users broken by 30 million, but compared to the micro-letter broken 600 million users still far apart.

At the beginning of last month, the three major operators of the letter of communications announced the use of easy to generate the flow of all free, upgraded to free full body form of communication, one months after the free effect than expected. A very wide spread of netease internal mail, but also shows Ding lei to his own products played 0 points. Where is the easy way out?

Ishin combined three nets free war micro-letter

November 8, easy to announce the launch of the three-network free flow plan. Today, China Mobile and Chinese unicom mobile phone users, registered to invite 6 friends registered to obtain 300M free traffic. China Telecom users can be registered after easy to obtain, in addition, if the monthly send more than 5 information, users can also receive 60M traffic packets in the second month. Among them, China Mobile and Unicom mobile phone users receive free flow, will be converted into the form of prepaid charge to achieve.

The free strategy has always been the killer of Internet competition. Ali Baba defeated ebay,360 with free to subvert the antivirus market. And the easy letter said, Free is also their high hopes for the magic weapon to win more users.

Yet one months in the past, many users are not buying this free form. As early as the free plan launched, many users think that the free conditions are too harsh, there are users to complete the invitation indicator task did not get the gift flow. "The time to account varies from 48 hours to 7th." "The letter team explained. But even if there are users dissatisfied, free plan launched the day, easy to believe that the registered users to break millions, but then suffered a "landslide."

For the current three-net-free flow plan is a B program, also received the letter of the team responsible for the credibility of the confirmation. According to the original scenario, these invitations and return forms would be simplified or non-existent, but because of the cooperation between different operators, the scheme was ultimately chosen. Easy to believe also admits that the free program user experience feedback is poor, but the free plan will not be canceled, now easy letter has been set up to 31 provinces and cities to negotiate with operators, while evaluating the free plan, the next step will be based on the assessment results of changes.

A letter from Ding Lei

Shortly after the launch of the free flow plan, netease former staff @ Sterling Silver v November 15 morning through its Sina Weibo exposure of a suspected netease C E o Ding's internal mail, Ding Lei in the Mail said, now a few similar products, micro-letter 5 points, MO 4 points, easy to believe 0 points, between negative points, the next letter to do things to a minimum of 6 points. "You don't have to be stressed, I'm under a lot of pressure." As Ding lei mentioned.

South all reporters to contact NetEase internal many people, are sure that the mail indeed for Ding lei, this is the product of the betting has created miracles, since August 19 on the line of 24 hours, easy to register the number of registered breakthrough 1 million, as of the end of October, the number of easy credit has also exceeded 30 million. But when the number of micro-credit households has nearly 600 million, and the daily growth rate is higher than the letter, now the development of the obvious can not let Ding lei satisfied.

As for the future development of Yi Xin, Ding Lei said in the mail, "to do a large product, the vision to a more long-term point." If the communication is defined as a chat, the letter will go into a dead end. ”

Senior Internet Watcher Cheng that Ishin's appearance is not a simple product, but a necessary self-protection. "Almost all Web sites feel the threat of micro-trust, the micro-letter to subvert the game, the community, the electricity business and so on, we all feel its subversive power." So netease to do easy letter, is this reason. ”

Not Tencent too strong, but product competitiveness is not enough

Some people will easily believe that the slow development of Tencent has always been strong, that Tencent always rely on a strong user base striking. Wang Jianfeng, the Internet observer, said that Tencent was not too strong, but that the product itself was not competitive enough. Tencent CEO Ma has summed up: "The defeat of the micro-letter will not be a micro-letter, it is certainly a better play, is that it used up all your time, so beat you." ”

This seems to defeat the micro-letter is a better play than the "X-letter". Many experts in the industry also said that easy to break through the breakthrough can only be a alternative. Cheng, a senior Internet watcher, said that it was necessary to distinguish between the functions of the micro-letter and the possibility of a foothold in the market.

Flying like net C E O is also affirmed this view, the current easy to believe that the biggest problem is the number of users and function of homogenization. Internet age no users are empty talk, if the letter is always in The imitation of micro-letter function, there must be no way out, always remember that the letter is not a copy of the micro-letter. "If you are willing to adhere to and constantly develop new features, such as changing the user Service system, etc., the odds are still very high." Xiang said that the advent of the year was not optimistic, but so many years ago, Q Q Constantly develop new features, emphasizing the user experience, and competitors are stalled, and ultimately defeated.

Ant-Arch Elephants can also occur in a fast-changing internet market. Zhang, a mobile internet marketing expert, asserts that the number of users in the 2014 will continue to increase, and that a few updates will be more powerful, and that the likelihood of becoming a micro-trust competitor is not ruled out.

[Industry perspective]

Telecom: Support

"NetEase and telecommunications cooperation, although the honeymoon period, but is still the same trench revolutionary comrades." Although sporadic bursts of friction between the two sides, but this is due to different management models collided together, and did not affect the nature of cooperation, "China Telecom, said an insider.

As the largest shareholder of telecommunications, the high hopes for easy letter from this free flow can be a glimpse. Easy letter 30 million users, active degree in accordance with 30% to calculate, one 300M of traffic means more than million m, plus the previous free text messages and phone messages, even according to the above insiders revealed all from other operators to get cost price, but it is not a lost capital. The person also said that easy to believe is still a promising product, the future will also increase research and development and investment.

Ishin: Future development of new features to avoid homogenization of competition

For Lei Ding eldest brother "cross Mail", Easy letter team also quite feel pressure. Easy to believe that the future development must be in the development of new features. At the end of this month, the letter will release a new issue of relevant data. In addition, the letter team confirmed that this year from December to next January, the letter will have more action, including the outside world of Internet telephony, mobile game, payment system and electric business platform, which are already in the development or open up stage.

The letter team also revealed that next January the end of February, the letter will have several new features introduced, easy to describe these features are unprecedented new forms. "I've never seen anything like it unless I use too few other products." Said the head of the letter.

As for the user group, the future campus will be the key development area of easy to believe. According to the letter, the 18-25-year-old crowd accounted for more than 60% of the users of the letter, based on previous research. With the help of the free short message telephone function, easy letter key development student use group. At the same time, the communications team will be in the future and telecom existing campus products "wing School" cooperation. Tens of millions of users of this product is the recent years in the University of telecommunications crystallization of the campus, the future will be easy letter and the product to get through, in-depth campus-related groups.