One mobile phone to conquer the world: mankind's last chance for gold nuggets

Chapter 15 The mobile phone law that subverts the world (3)
In 1999, the Auto-ID Research Center defined the Internet of Things as a network that connects all items to the Internet through information sensing devices such as radio frequency identification (RFID) and barcodes, and realizes intelligent identification and management functions. In 2005, the International Telecommunication Union (ITU) believed in the report "The Internet of Things" that the Internet of Things is the interconnection between any time, any place, and any object, the development vision of ubiquitous networks and ubiquitous computing, except for RFID technology. , Sensor technology, nanotechnology, smart terminals and other technologies will be more widely used.

On September 2009, 9, the RFID and Internet of Things research project cluster under the seventh framework of the European Union released the report "Internet of Things Strategic Research Roadmap", which believes that the Internet of Things is an integral part of the future Internet, and the Internet of Things is defined as a standard-based A dynamic global network infrastructure with self-configuring capabilities based on unique and interoperable communication protocols.The "things" in the Internet of Things all have identification, physical attributes and substantial personalities, and use intelligent interfaces to realize seamless integration with information networks.

The era of the Internet of Things is accompanied by the advent of the era of Web3.0. Eric Schmidt, CEO of Google, summarized the main characteristics of Web3.0 as: "The application is relatively small, the data is stored in the cloud, and the application can Run on any device (PC or mobile phone), the application is very fast and can be customized a lot." The era of Web3.0. It is possible to manage and control their own items in real time through the network. It can be said that people participate in the network all the time.The "everywhere Internet" scenario was unimaginable in the past. Due to the continuous improvement of technology, this concept is about to become a reality. This is the arrival of the Web3.0 Internet of Things era.

Before 2016, an estimated 60 billion objects worldwide will already be connected to the Internet.Senior technology writer Giles Turnbull has envisioned the life scenarios of the Internet of Things:
Case
Scene 1: Do you dare not cut your toenails? [12]
One day, when you were immersed in the parkour game, the nail clippers placed in the drawer spoke, it suddenly occupied your mobile phone screen, and the following prompt popped up: You haven’t cut your toenails for five weeks!If you find it annoying, just turn off this prompt and continue the game.

The next morning, you are washing your face in the bathroom, and another message appears on the bathroom mirror: "It's summer now, do you still want to wear sandals? Hurry up and cut your toenails!" You may continue to ignore its reminder, turn off Turn off the screen, wash your face and go to work.

Don't underestimate the patience of the nail clipper, it will keep nagging "Hey, your toenails are really long, it's time to fix it", "Don't you feel that your socks are a little tight today?", "Are you not afraid of fungal infection? ?"……

Two weeks later, you get an email from a podiatrist with an appointment to see you one day.At this time, your nail clippers spoke again: Do you really have a fungal infection?I know a medicine for this, you can try it...

Scenario 2: What kind of bed do you need
In the Internet of Things era, the bed is still man's best friend.Think about how comfortable it is to come home and lie in bed after a hard day at work, but the bed of the future is going to be incredibly smart.

Your bed keeps track of your weight in great detail, and it punishes you when you gain weight, like an alarm clock for the next day: You should lose weight, fat man!
Your bed will collect every data of your body, and use the powerful processing function of the cloud to draw your physical condition. If the conclusion is that you are not in good health, then you will receive an electronic message from the bed after you wake up the next day Email, generally speaking, the content of the email is to recommend various medicines to you, and even make an appointment for an outpatient doctor for you.

At this stage, people control things, and things control people in turn.At the same time, there is also interactive communication between things. This kind of mutual control and interactive communication means that all things are intelligent, equal, multi-centered, and platform-based. This is the stage of Web3.0.The realization of this stage requires the integration of smart cloud computing, Internet of Things, and mobile Internet. Smart cloud computing is the brain, the smart sensor network is the torso, and the mobile phone is the remote control that controls everything.Without the wisdom of cloud computing and the mobilization of mobile phones, it is impossible to realize the interconnection of everything in mobile informatization.

◎Recommended reading

The Next Generation Search Engine is Coming: User Experience Report on Knowledge Graph [13]
The Seven Laws of Business "Since the Age"
I once had an advertising idea—movement is human nature, communication is the desire of the soul, how to achieve perfect communication in free movement.Realizing the equality of all beings in communication is the dream of mobile.The pursuit of great harmony in the world and equality of all living beings is exactly the concept of Buddhism.Only mobile smart technology can bring us the closest to the dream of great harmony and equality of all beings.What does the mobile Internet represent?Not only to transfer the achievements and hotspots of various stages of informatization development to mobile phones, but more importantly, to give full play to the characteristics of mobile phones. This characteristic is Free and Free. Where does freedom reflect?Four any: anytime, anywhere, anybody, anything (anytime, anywhere, anyone, anything), all freely communicated, this makes the world move for me, the heart moves at will, moves as one wants, I am the owner of the world center.This is the most important subversion of the mobile Internet. Every individual, not only humans and animals, but also everything becomes the center of the world.

In this sense, we have summed up the seven core principles of mobile phones.These laws will determine how we use mobile phones to create happiness, to create success, to create wealth.

The first is service individualization, the second is self-selection, the third is product self-creation, the fourth is consumption scenario, the fifth is social interaction, the sixth is marketing integration, and the seventh is One is intelligent ubiquity.No matter what industry you are in, as long as you combine it with mobile phones, when you design business models, services, and business innovations, you must consider whether these seven items are met.Use these seven modernizations to develop yourself, your business, your career, your country, and our future.

1. Personalized service

The mobile phone redefines what is the inner meaning of IT: IT=I time.
Individualization means that IT=I time, Yahoo's IT"s you, and Sina's everything is up to you, and you are the center of the world!

There is a saying in Buddhism:

"All sentient beings can become Buddhas."

"Because of the Buddha nature, all living beings are treated without distinction."

The Capitalist Renaissance advocated:
Individual liberation and equal freedom!Man is the spirit of all things!
Marketing point of view:
Every customer is God!

savior said:

There is only one God in the world, and human beings are in ignorance!

Nietzsche said:
God is dead and everyone thinks he is God.

When the mobile Internet and the Internet of Things make everything God, what will happen to human beings?

The first business law of the mobile phone era—individualization, in the mobile era, everything will become the core of the world.Every object will have wisdom, and it will also derive a service method centered on a person and an object.

A person and an object become the smallest unit of service.In the past, it was a group of people and a group of things, but now it becomes a person and a thing will become an independent category of customers, and all this is only possible in the mobile phone era.

Maybe only at this time, every plant, tree, and any animal can interact and communicate with human beings on an equal and free basis. They are no longer machines, no longer external objects, so this will have a great impact on the order of the entire world. , the service object is accurate to 1, which runs counter to the standardized service of industrial mass production.This will also have a great impact on modern management.In the past, people were always in charge of people, and later they became people in charge of machines, and now people are in charge of things; conversely, any equipment and objects are also in charge of people.Man and the world form a free management of two-way interaction.

Under individualized development, each individual has different needs, and I am the master of my needs and everything.Including people and things, for example, I am the master of my package, my advertisement, my car, my newspaper, my TV, and my music, so this is a fundamental Law - individualized.

Case
Desk: I ask to be wiped clean[14]
The office is a strange place, when the leader is there, I will be wiped countless times every day, and when the leader is away on business, I will be left out, so I have to let people know my needs, I have to keep me clean, my minimum standard It is wiped twice a day.Don’t think that the table has no feeling, the sensor on my body will tell you that I ask to be wiped clean, if I get dirty and no one comes to take care of it, the first step I will automatically send a message to cleaning to ask to be wiped, if not If no one responds to me, then I will start the automatic complaint process angrily, and the person on duty today will be complained by me.If there is still no effect after complaining, I will tell the leader via email or message: "You are not here, they don't care about me, they are all a bunch of sycophants!"

Make cows comfortable, "they" produce more milk[15]
In 2003, the scene of a milk source company in my country led by Israeli experts: semi-automatic control was implemented in the milking workshop. After the cows were driven in, they took their positions. With a device slightly larger than a handheld computer, it can display when and how much to milk.Behind it is a computer, which receives information from all milking machines and can count the number of milking cows each time.There is also a sensing device on the milking machine, which can detect the physical condition of the cow.The equipment can also tell when a cow is in heat, so technicians can use artificial insemination to impregnate the cow.According to the staff of the cattle farm, before the introduction of the Israeli equipment, the average annual milk production of each cow was 7500 kilograms. After the introduction of this equipment, it was still the original cow, with no increase in feed and staff, and the output increased to 9500 kilogram.

Individualized shock, what will lead to it?It will cause everyone and everything to put forward the independent demand centered on "I", so the human market economy has entered a marketing era with individual commodities or individual people as the core and the smallest unit of consumption. management era.The object of the transaction and the object of the service have been accurate to an item and a person.This is the age of individualization.

Case
Music radio station Pandora—analyzes the user's "music genome" to realize individualized music data analysis and push

Digital wireless music has made iPod, and now China’s Douban FM, QQ, Baidu, Kugou, Kuwo, Duomi, and Xiami wireless music have begun to develop rapidly. It is estimated that in 2013 China’s wireless music charges will be 400 billion yuan Market revenue potential, and Pandora, the pioneer of personalized wireless music, began to explore the personalized music recommendation business as early as 2000.

Founded in 2000, Pandora is a tester of personalized online music services. Since its operation for 13 years, the website has fans online and offline.Its pioneering contribution was to create personalized radio stations by asking users for data in advance, and this model has been widely used by personalized music stations all over the world today.

People should be familiar with Pandora's music selection mode: according to the user's preferences, songs with similar styles are played. This is not to set some preset songs in advance to fool the user, but to analyze the user's data according to their "music genetic engineering". , "Music Genetic Engineering" is to analyze the user's different selection and listening each time, infer what song the user likes, and generate a group of songs of the same style according to the name of a song submitted by the user, and listen to it endlessly. When CEO Westron founded the company, he focused on building a music recommendation engine that could analyze songs. In the end, this became the core of Pandora's Internet radio station pushing music to users. The "Music Genome Project" analyzes and classifies each new song collected according to a total of 480 musical attributes such as melody, harmony, orchestration, and lyrics. [16]
2. Choose autonomy

What is at the heart of autonomy?Return the right of choice to each individual as much as possible.Any marketing or communication method that attempts to impose on someone will suffer disastrous failure in this era.

Case
Why did Focus Media's mobile advertising fail so badly? [17]
In 2008, CCTV’s “March 3” Gala revealed that Focus Wireless Media Technology Co., Ltd. (subsidiary of Focus Media), one of the mass-messaging service companies, had information on half of China’s more than 15 million mobile phone users. The company only needed a computer. Connect to a bulk SMS sender, and each bulk sender can send 5 SMS per hour.Among them, ten Focus branches in Beijing, Shanghai, Guangzhou, etc., send 600 million messages every day.The daily flow of text messages sent by Zhengzhou Focus Wireless Media Technology Co., Ltd. reaches 3000 million.Focus stopped its mobile advertising business that year, and recorded a loss of US$2 million in its financial report in 2008.

In 2013, CCTV's "March 3" Gala revealed that some media companies, through cooperation with broadband operators, placed online pop-up advertisements through special broadband channels without the consent of users.The media company binds a domain name, and as soon as the user accesses this network, the advertisement will be pushed to the user's computer, which cannot be blocked at all.

Built-in software cannot be deleted
Built-in software is a new industry chain behind the mobile Internet era. Whether it is the Apple App Store or the Android store, there are many types of applications, and the phenomenon of homogeneity is prominent. It is not easy for users to choose a suitable application. , and it is difficult for general applications to stand out among many similar products.Therefore, many application development companies or developers have chosen to cooperate with smartphone manufacturers to pre-install applications on their phones. The biggest problem with many of these applications is that they cannot be deleted, and this problem has become a hot spot for complaints from users.

What is the biggest difference between advertising in the mobile phone era and advertising in the traditional media era?I am the master of my advertisement.The choice of autonomy is the biggest feature of mobile phones.

I am the master of my consumption, I am the master of my life, and I am the master of my advertisement.

Advertisements go from push (merchants directly push advertisements) to pull (users take the initiative to accept advertisements), from "want me to see" to "I want to see"!Each individual must put forward his or her own requirements, and you must satisfy them and let them choose independently rather than forcibly. This requires returning the greatest right of choice to the individual, to the consumers themselves, and finally to handing over the right to choose To everything itself.

My value is up to me!

The tomato seedling said: I am thirsty, I need to water it!I'm sick and need to fertilize!I am ripe for harvest!

The yogurt said: "Drink me quickly, if you don't drink it, I will expire in half an hour!"

We want to return the right to choose to a seedling and a cup of yogurt, and satisfy the concept of I want. For operators, there is no need to make a package. My package is the best marketing method in the mobile phone era.Therefore, it is unwise and wasteful for major operators to provide millions of service packages for more than one billion Chinese users, and they have not grasped the independent mobile business rules.In fact, this is the Chongqing hotpot model: you are given a list, and the pen used to order food is actually a mobile phone. Use your mobile phone to order food by yourself, and choose the set meal and price by yourself.

It is also this kind of independent choice that allows us to truly map the "DNA" of everyone's consumption needs.

Let’s take a look at the business model of a man and mobile information location services:
When a person walks at night and goes to an ATM to withdraw money through an unsafe street, he presses the location button on his mobile phone to let the nearest police station and his wife know that he is in an unsafe location.Then he made such a choice, which guaranteed his own safety!

When he is going to a nightclub to sing karaoke, he can press the button again. When his wife wants to check his location, it will show that he is not in the service area. This is his own choice, but the operator will send him a timely A text message said, just now someone came to you on your mobile phone and checked your current location. You refused, but you have to be prepared and how to answer when you go back.Therefore, this reminder message can be charged.

Whether his position is exposed or not, it is up to the man—the consumer himself to decide!
What operators need to do is to analyze their location and choices, and find ways to receive money by providing various value-added services for their location needs.

In the age of mobile phones, whether it is for people or things, the right to choose must be returned to the consumer and service objects to the greatest extent. From You give to I want, I decide that I am independent, which is the basic law of the mobile phone era.

Case
China Mobile optional package[18]
(End of this chapter)