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

Chapter 16 The mobile phone law that subverts the world (4)
On May 2013, 5, China Mobile announced that it will fully launch optional packages. "Optional package" is a comprehensive innovation in the tariff design of operators. Its concept stems from fully meeting the individual needs of customers and respecting customers' right to choose independently.In the optional package launched by China Mobile this time, customers can independently and freely choose the voice calls, Internet traffic and data services they need, so as to combine the tariff packages they are satisfied with.Specifically, it includes: voice call has multiple options such as 17 yuan, 18 yuan, 28 yuan, and 38 yuan; Internet traffic has multiple options such as 48 yuan, 5 yuan, 10 yuan, and 20 yuan; data services include SMS packets, MMS packets, Rich services such as mobile phone mailbox and mobile newspaper are available for selection.It is understood that at the end of 30, during the pilot promotion process in several provinces across the country, China Mobile collected a large number of customer opinions, and the results showed that more than 2012% of customers gave positive comments, and customer satisfaction was significantly improved.

Tencent's two "user choice" crises
The first crisis was the famous 3Q dispute: Tencent forced users to uninstall 360 antivirus software.

The 3Q dispute is the hottest topic on the Internet in 2010, and this topic is just a dispute between the two companies for users. The user relies on kidnapping the user and letting the user uninstall the use of 2010.Tencent resorted to a trick, using pop-up windows, portal headlines, etc. to broadcast "a letter to the majority of QQ users" to users. Tencent wrote: "When you see this letter, we have just made a We have made a very difficult decision. Before 11 ​​Company stops its cheating and malicious slander on QQ, we have decided to stop running QQ software on computers with 3 software installed. We know that this will cause you some inconvenience, and we I sincerely apologize to you. At the same time, I also write down the reasons for making this decision below, and hope to get your understanding and support." At that time, the "network nuclear war" between QQ and 3 caused consumers' right to choose independently to be challenged unprecedentedly. s concern.Courts in several places across the country have received lawsuits from users, claiming that Tencent’s arbitrarily asking users to “choose one of the two” has violated users’ “right to choose independently.”

The second crisis: Tencent 2013 version cancels user status selection. [19]
After the 2013 version of QQ appeared, a joke spread widely on the Internet: "Miss A: 'I broke up with my boyfriend.' Miss B: 'Why?' Miss A: 'Because he had an affair, he chatted all night on QQ , I talked to him and ignored me.' Ms. B: 'Damn, he used the 2013 version of QQ, right?'”

Mobile QQ2013 version 4.0 does not display the online status, and no longer distinguishes between mobile phone and computer online, canceling the user's independent choice of online status, online and offline.

On May 5th, the mobile phone QQ9 version 2013 was launched in the Apple store. In just 4.0 days, more than 4 netizens have commented on this version, and more than 40000% of the users gave a "bad review" of one star in the five-star rating system. .Some users spoke fiercely, calling the new version of mobile QQ "the most difficult version in history", "garbage", and even "give me back the 2012 version".

In just one week, Tencent immediately restored the updated version and gave users the right to choose the status again, which stopped the wave of criticism from users.

Snapchat allows users to control the message time of sharing information online[20]
In February 2013, Snapchat has become the second most popular free photo and video application on the iPhone platform in the United States, after YouTube and before Instagram.Snapchat also ranks 2th among all free apps, according to market research firm App Annie. Snapchat's website claims that more than 19 million photos are shared through the service every day.

Users share more and more information on the Internet, and privacy security has become an important issue for users. Snapchat caters to this psychological characteristic of users and subdivides a social platform for sharing photos and videos. In the application, when people share photos and videos, they can set the time for deleting photos and videos on the Internet, so that the shared information will disappear after a certain period of time, fully giving users the right to protect their privacy.For example, a user sends a funny photo of himself to a friend, but only wants the user to view the photo, but not to save it; the user sets the photo to be viewed only for 30 seconds, and the friend can only view the photo for 30 seconds after accepting the photo, and the photo will be will disappear during sharing.

3. Self-made products
In the mobile phone era, one of the most important features is that the generation of many applications and content is not done by merchants and enterprises, or even by the government.In the future, the vast majority of products will be spontaneously generated by the masses, created in the process of interaction and collision, truly realizing what Mao Zedong said, "Only the wisdom of the masses is the creator of history."The intelligence of the production tool is the foolishness of the production process.

The era of mobile phones has actually broken the boundaries between consumers and producers, reporters and audiences, on-site and absent, and all traditional models have been subverted.People are willing to work for free for a hobby.

Facebook has existed for less than ten years, has more than 10 billion active users, has 2400 billion pictures, adds 3 million new photos every day, and adds 7PB of new photo content every month. How does Facebook do it? Facebook's 10 billion users take pictures with different cameras, mobile phones, and video cameras every day, and upload their own content to Facebook after taking pictures.

Many applications and solutions come from consumers, and DIY will greatly enhance consumers' sense of self-satisfaction.At the same time, in turn, it provides infinite possibilities for creating product diversity and richness.In addition, production costs and service costs will be greatly reduced. The DIY era is the era of self-made and intelligent creation.Therefore, I personally suggest that the Chinese translation of Facebook should not be "face book", but should be translated as "show face" according to its essence!
The time-honored Chinese brand "Donglaishun" was founded in 1903, featuring tender boiled mutton and fragrant seasonings.The seasoning also has such a history: the best chef in Donglaishun prepared the best seasoning, and countless people came to try it for his taste, but the chef did not tell the boss the recipe, he asked the boss for a dividend, But the request exceeded the limit of the boss, the two of them broke down, and the chef left.The boss thought, what should I do if I don't know the seasoning recipe?Should I go find another chef and re-develop this recipe?When he was in pain, someone suddenly gave him an idea: "You don't know the formula ratio of the seasoning, but you always know which raw materials he uses? Salt! Soybean paste...you can decide your taste , The raw materials are placed there, and customers can adjust them by themselves, which saves costs and at the same time greatly meets the individual needs of everyone. As a result, the business is extremely booming. In fact, this is a precedent for self-manufacturing and self-service.

In layman's terms, the self-made model of the Internet is to use the wisdom of the majority of users to squeeze the oil out of users.

Users create content by themselves, and allow users to consume the content themselves. As an open service platform, enterprises get income, which may come from advertising, fees, or value-added services.Self-made with the wisdom of consumers, squeeze the oil of users, and users will also have a sense of pride in self-satisfaction.The mobile phone is the core production tool in the self-made era.

Case
Wikipedia's self-made user content
Wikipedia started on January 2001, 1, with founders Jimmy Wales, Larry Sanger, and several enthusiastic participants.About 15 years later, in March 3, already about 2004 active participants wrote 3 entries in 6000 languages, thousands of edits and creations by participants from all over the world every day new entry.Chinese Wikipedia officially started in October 50. As of 600:000 on June 2002, 10, Chinese Wikipedia has 2010 entries, but this number does not include talk pages, entries without internal links, heavy Adding in the targeted pages and pages in other namespaces, there are a total of 6 pages and more than 30 million edits.In terms of the number of participants, a total of more than 20 registered users have edited. Among them, there are more than 20 Wikipedians who have edited more than 314 times, and their contributions account for about 209% of the total number of edits on the Chinese Wikipedia.As for management personnel, Chinese Wikipedia has 1 administrators and 022 administrators who are responsible for the daily maintenance of the site.

Douban.com: The Aggregation Power of UGC

Douban, founded in March 2005, has almost no commercial publicity. As of 3, it has more than 2012 million registered users, and its Alexa ranking is stable at around 5600.The reason lies in its unique content generation mechanism.

All content, classification, screening, and sorting of Douban.com are generated and determined by members, completely automatically.

On Douban, there are many possibilities for interaction between users.The starting point for the formation of Douban content is the list of books, movies, and music, related comments and blogs provided by active netizens.These contents provide a lot of basic nodes, and because of the corresponding functions provided by the website technology system, such as items, "tags" or website recommendations, various connections begin to be generated between these nodes, thus weaving the basic network of content.

Douban's community provides a possibility to expand interpersonal relationships based on "interests and hobbies".The formation of this relationship does not need to be intentional, it is more naturally formed along with the formation of the content relationship.However, it is also this kind of interest-based interpersonal relationship that is more sticky and stronger.

Music sharing platform SoundCloud[21]
SoundCloud is a German website that provides music sharing community services, allowing users to record any sound, and then put it in their player to share with friends on social networking sites, and also supports adding pictures and location information. SoundCloud has been dubbed the YouTube of music, with video uploads per minute now greater than YouTube's 100 hours per minute.The users of SoundCloud include not only professional musicians, but also amateurs.Musicians can release music albums on the site, create professional remixes on the site, and amateurs can record any sound.

And SoundCloud has also become a platform for other online music services, it has a wealth of gadgets, and more than 100 applications are already working with it.

U.S. Vice President Joe Biden became popular in 2013 with his audio blog on SoundCloud, even though The Verge thinks it could be a PR foreshadowing for his 2016 presidency. [twenty two]
SoundCloud在2011年年底时已经吸引到1000万用户，营收达到600万美元。2012年，SoundCloud的用户人数增至2011年的三倍，根据《福布斯》估计，该公司的年度销售额大约为2000万美元。SoundCloud的用户遍及全球200多个国家和地区，每天新增约7万用户。预计2013年年底时的用户数量可以达到5500万。

Think about it: What did you upload on your phone today?Why do you volunteer for nothing if you don’t get paid?
4. Consumption scenarios

What is the most unique feature of future mobile phones?It is a location-based map search, which occupies the core commanding heights of the mobile desktop.

When you walk somewhere, you may need to ask for directions, which will reflect what kind of needs you have.When you ask: Where is the nearest Sichuan restaurant to me, where is the nearest movie theater... Every time you ask questions in this kind of scene, it can reflect what you want in your heart: You ask where the Sichuan restaurant is , indicating that you want to eat, and you like spicy food.You ask how much you spend on average, showing you are price sensitive...it all happens based on location.

A stranger is standing in a strange city. He needs to go to the toilet. At this time, he will definitely use his mobile phone to search. Where is the nearest toilet to me? He will also search. How many pits are empty? Need to line up.He also asked if there was any toilet paper prepared in the toilet, lest he squat down and be unable to get up!

In the era of mobile Internet, where the mobile phone is, it is where the people are, that is, where everyone’s needs based on the scene are. You are in different places, and you will have different needs.The stimulation of this scene will greatly subvert the generation of human needs and the innovation of business models.

Location-based services will become the most critical entrance to the mobile Internet.It may even exceed browsers, general searches, and operating systems, and may become the largest entrance to the mobile Internet in the future.

In this sense, LBS location service is the biggest difference between mobile Internet and traditional desktop Internet.Location-based services are becoming the commanding heights of smartphone scene search that smart companies want to seize.

Google and Apple have turned from a cooperative relationship to a competitor. One of the most thought-provoking details is why did Apple start with the iPhone5 and replace it with its own poor Apple map?Apple already knows that there are unlimited business opportunities based on mobile phone location services. Through location-based map search services, it will see everyone's most urgent needs at the moment.This demand satisfaction without lag is the most commercially valuable. Maybe after 10 seconds, 50 seconds, or 1 minute, when you mention this demand to him again, you will have missed it, so only based on the current position Only the consumption based on high-quality services and scenarios can be an irrational consumption.

If you are a fan of Jay Chou, when you are watching Jay Chou’s performance, you use your mobile phone to take a picture of a watch, or a decoration, or a piece of clothing on Jay Chou’s body. It will search based on this scenario: where can I buy this item, so you will get the answer from your mobile phone immediately, and the mobile phone will immediately prompt you to say: "Buy now, 8% discount will be delivered to your door." In Crazy In the atmosphere of the environment, the stimulation of scene-based consumption will definitely occur, and you are likely to pay with your mobile phone immediately. This is a scene-based stimulus consumption, and this value is very important. [twenty three]
Case
Why Mapping Software Waze Is Worth $10 Billion [twenty four]
In June 2013, Google and Facebook fought again because of the acquisition of the map software Waze. In the end, Google acquired Waze at a price rumored to be more than 6 billion US dollars and won.

Waze is a navigation and transportation service app that had 2013 million registered users in March 3. Waze is currently one of the most popular navigation and transportation service apps in the world. Its user growth is very fast. In the past six months, its registered users have soared by more than 2000 million.

Waze's philosophy is all for one, one for all.Through the well-designed user interface and simple operation, everyone can upload and share information about accidents, road closures, traffic jams, etc., so as to form timely and accurate traffic information and push it to all Waze clients.The navigation function of Waze also satisfies the needs of users to the greatest extent. Waze locates each user who uses Waze as a point on the map in real time, so that when there are enough users who use Waze, everyone can basically know which way to go. There are many cars and their speeds (Waze can even let users know the distance and speed of each other!), and if users encounter problems on the road, they can also remind other users of problems on the road through simple signs (such as car accidents, congestion, police, etc.). Waze's traffic information interaction is to turn a usable scene-based functional application into an interactive social application.

Waze now includes real-time fuel prices, and you can also turn on Waze hands-free (users don't need to touch the phone, just wave their hand in front of the phone camera to turn on Waze voice function).Moreover, Waze is open to its own source code. It is believed that after Waze develops into a platform, a large number of excellent developers can be introduced to make more functions for it.This will in turn attract more Waze users.

Why are Google and Facebook vying for mapping software Waze?In fact, after competing for mobile phone operating systems and mobile browsers, they found that the key commanding heights that are becoming more and more optimistic and affecting the mobile phone era are location-based search scene services.

The scenario-based consumption model based on location services is one of the most basic rules of business models in the mobile phone era.The key to scenario-based requirements lies in five points:

First, where am I.

Second, what are my needs now.

(End of this chapter)