Xu Chang Talk Dot network failure reason: Not satisfied with the user I need

"I Black Horse Guide" dot dot network failure where? Xu Chang Look back, the root cause is that "light blog" is a super my product. And the point of success is that, "through the sound of entertainment transmission, hit people afraid of loneliness of this I need." "How to handle my products and the size of my products?"　　Please see the PA founder Xu Chang in I black Horse web of the Readme! From last year I found it was not a good place to copy PC-side products to the mobile Internet. The biggest problem with Facebook is moving. Later it acquired Instagram. Tencent Micro-letter a launch, download quickly catch up with QQ2012.　　By last May or June, I had thought it through, and the end of the PC was like the Titanic entering the water, the bow had sunk, and it could glide for a while, but when it really broke, it was just for a moment. I did "dot", also have mobile internet products, but did not enjoy the mobile internet dividend. The taste of mobile internet users and the taste of PC end users has been completely different. To this day I can say with certainty that you will not have a chance if you have not made the PC Internet yet.　　PC-side "Gao Shuai Fu" are also faced with the same problem: if the two or three years can not find the right breakthrough, it will be over. What is a good product?　　I recently read Freud's book, and the philosophical concepts he mentioned about me, ego, and super me seem to apply to the product as well.　　For example, super-I products, such as Office software, business cards, these applications, they are to help you work, so that you live outside the work to better life, which is beyond the human instinct needs. A real good product is to meet the needs of my people. Large companies can do super I-type products, small companies do not have my type of products difficult to form Word-of-mouth.　　"Stranger" success is to meet the boys like to see beauty, beauty eager to be accosted by the potential desire, this is a part of human vanity, like you buy a Porsche spent 1.8 million yuan, which may have 1.5 million yuan to your friends to see. So I do "pa", just want to make it simple and interesting, do not engage in the PC Internet complex. Pop wants to be a community on the mobile Internet, where users communicate emotions through sound and pictures and produce content on them. The simple and powerful products described here are two different things. The first generation of Nokia so thick, but only to meet the phone message function, and the current iphone can not be compared. Product simple and powerful these two seemingly contradictory, but you should pay attention to contradictory unity of opposites. Ensure that the product is simple and the product function must be strong. Micro-letters, search engines are simple, but they are very powerful.　　After the death of Steve Jobs in 2011, I began to study Zen seriously and found that the nature of Zen was also a simplification. PA Online that night there are a lot of girls trial, we hit them afraid of loneliness of this I need.　　From the spiritual point of view, the soul of the loneliness after the lonely, lonely after the need for social life, we think that the sound transmission through entertainment can be solved lonely, PA is a piece of my products. Among the snapping seed users, some of the Greenie, photographers, celebrities, DJs, and many of them have been dots users. Today, if you give another company to do, you can be able to.　　It can fire in our hands, it is important to accumulate a little bit in the past. Now if I recall something wrong, the root cause is that "light blog" is a super product. The point of users concerned about art, architecture, fashion, which has risen to the aesthetic level, is a super demand. There are also films and books on the watercress, but can we judge the watercress as a mass product? It is aimed at only the literary youth groups, compared to Weibo it is also a niche product. Watercress, light blog are super I pursue, so not long, and micro Bo is like a person's clothing, food, housing, line. In fact, the point is not bad, but from today's point of view, its user needs are not many.　　The product of the original problem has not been solved, I let a little bit premature market. In 2011, when the market was very hot, many companies get a round or even B round of financing, they prematurely think their products are no problem, many people take money to start operation, promotion, recruitment, start to focus on conversion rate, and even adjust the UI. But they don't realize that if the product itself doesn't work, the adjustment is useless.　　I have made the same mistake. Entrepreneurship is usually divided into three steps, product, market, business model. Now the first level of pop products has passed, we stepped on the point. The next question is how to expand market share? How to get more users? In the future market homogenization products will be more and more, your share is still able to maintain the first? We have to put it in the market to verify that the process is fraught with risks because there are always people who want to subvert you. Now the open platform, the media, social networks are highly developed, snapped online, the sound of the paper was made by us. In China now in the entrepreneurial environment, you have to run quickly.　　So over the past three months, we've had 6 bursts of releases. Jobs has also said that entrepreneurship is a line of points. I used the stuff I learned from doing a little bit of popping. How the future pops up I don't know, it's possible to go through setbacks or fail.　　But Zen Buddhism tells me that life is impermanent, and entrepreneurship is more fickle, as if I hadn't thought of popping to this day last July or August. Mobile Internet no miracle. It may take us four or five years or even seven or eight years to create the next great company. At the moment, we can enjoy the childhood of entrepreneurship. All men have a fixed destiny, and there are variables and destinies.　　My destiny is sure to be a restless, and my variables like "Forrest Gump" in the same feather, it can fall to what kind of place, what kind of trajectory whereabouts, unknown. Comments Pictures + Voice mode advantages and disadvantages are obvious @ omnipotent Big bear it critics of this application is very interesting, in fact, did not do too many breakthroughs, is the picture sharing plus voice, and then with SNS relationship. Think carefully about the shape of the product, in fact, should be reversed, is the voice plus pictures.　　There seems to be no difference, the actual difference is very big. The essence of micro-letters is a phoneticSMS, Pop is similar to a voice Weibo. Voice microblogging why did not do it, because we do not have visual focus, always can not listen to all the way, and each time before listening, do not know what to say. Listening is more slow and less efficient than watching, we often choose nameless books to turn over, but rarely to listen to never heard of songs. Of course, listen to the advantage is that listen to the content more carefully, from the user point of view, viscosity will be relatively high, emotional establishment is also more profound. As a general stranger contact, always from the letter (SMS), cooked up the phone, and then familiar with the meeting, so progressive. So, it is not so much a picture with the sound, rather than the sound with a picture, so that the voice has a visual focus, thus attracting the user's interest in the content.　　This is completely different from the picture sharing application. It's like the micro-letter has a lot of news is a picture plus text form, pop more inclined to a media product, can be understood as a micro-radio products, rather than a photo-sharing product.　　Each picture plus the essence of the sound is a radio column, but relatively short, and every pop is a radio host, fans are listeners. The advantages and disadvantages of this model are equally obvious. It is similar to watercress, is a niche product. Early many people will be interested in driving to participate in this activity, but then I am afraid the user will gradually precipitation, leaving some of the elite content manufacturers and hardcore audience model, and eventually become a micro-radio media products.　　This is similar to the situation of Weibo, content operations in the short term is an interest, long-term look difficult, which will cause the loss of ordinary users, or only to do the audience and no longer to do content, become a sound media. Subsequent operations can recommend two product models. A product is a video live web site model, to find some beautiful anchors to do voice content, with the map can be, do not affect the effect, but imagine a larger space. The other is the Watercress radio mode, there will be some professional channels appear.　　If from these two already more successful product model to do some efforts, I believe there will be a great future, the difficulty lies in the overall adjustment of the grasp and some benefits of the trade-offs.　　and pure media direction of the star Voice will attract a lot of fans concern, the risk is the concentration of resources, control is weaker, if the direction of the main mode, although the preliminary effect will be good, but later easy to be more powerful platform to imitate and Rob resources, bear the risk is relatively large. Voice to Mobile, there is a lot of digging space Huang Jianjun product Manager on the PA heard a girl's lazy voice, say what don't remember.　　Zhang Yimou guest jiang a movie "Hung, I think you", but is a rock. This is clearly a real demand. Irrelevant size, as long as the demand is real, the product has the core power. For example, Chinese painting needs a good paper, mobile natural suitable for pictures and voice, this is the physical and physiological laws, is the heaven.　　Products first have to follow the heaven, and human nature. Pop can become, how big, now still a huge question mark. It's still in the beginning., sexual goodness "stage, the future has too many variables.　　For example, there is no more room for sound processing, can be more entertaining, pictures in the product location and so on, need to try, need users to answer. But the voice of the mobile, there is a lot of digging space, not micro-letter and sing it has been exhausted.　　I hope the PA can go farther, for everyone to open up a broader space. And pop is likely to be transformed again in a short time. Wei Wei Capital Laboratory founder snapped "Let photos speak" picture + Voice Community model, no doubt in the picture sharing community based on a step forward, to users also bring more fresh interactive experience.　　But to explore whether the sustained growth of pop, you need to return to a few of the most original question: Is it really meet the needs of the user's strong? Like many other mobile communities, snapping wants to occupy the user's boredom, fragmentation time. But in another perspective, the more boring the time, the more likely the "luxury" of time, because you can not allow a user long-term "boring" time dedicated to an application.　　In this regard, the crux of the pop is that it is difficult to make users of the voice of strangers "broken read" to maintain long-term interest.　　Is it really hard to replace? Pop is a "picture + voice" as the starting point of the stranger community. From the product form, its richness and intuitive than the video community, from the convenience of view, not as good as micro-bo, micro-letter. Even in the direction of micro-radio, there will be competition for more professional radio applications.　　As a result, this pattern is in the midst of an embarrassing product.　　Can you really produce valuable data? In the cloud, the big data age, everything is data. In this context, to determine the value of a mobile application needs to add a new dimension, that is: users in the interactive process, whether the production of valuable data flow, start-ups can be the data mining and produce extended value. This goes well beyond the "Download size" standard.　　However, from the current pop point of view, it is difficult to form such data value. How much energy and time does a person have each day to go to many social networking sites, including mobile communities? What kind of sustained value can they achieve, and can they bring lasting value to the community in turn?　　This is the ultimate question that all social application developers need to answer. In general, it is likely that pop will face another transition in a short time.