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

Chapter 17 The mobile phone law that subverts the world (5)
Third, what fuels my need.

Fourth, who can satisfy me.

Fifth, how do I find it or how does it find me.

5. Social interaction

Social interaction is multi-directional, synchronous collision communication.In the past, information dissemination was basically one-way. Maybe we didn’t have any needs at the beginning of the interaction, but in the process of discussing the interaction, merchants and consumers suddenly had a new business need and opportunity, and finally This satisfaction is achieved.In other words, if it is not timely and synchronous interaction, then this business will definitely not be possible.The same is true for education. Our Chinese education model is one-way communication. The teacher speaks as an authority, and the students can only listen passively and cannot interact with each other.This interactive communication mode may have an impact on all human social fields.What is the key to interactive communication?Communicate collidingly, equally, and synchronously.This is different from the traditional model, which is authoritative, one-way, and depressive.

In the era of mobile Internet, more content is created through the interaction between people.

I once called on everyone to comment on my creation on my Weibo, and I wrote a sentence: "Killing a chicken to show the monkey, what will be the difference?" Soon, a fan wrote in the comment : "The different result is that monkeys also learned how to kill chickens."

Originally, the purpose of killing chickens for the monkeys was to scare the monkeys, but another result is that the monkeys also learned how to kill chickens from you.This is subversion, and immediately, another fan commented: "No wonder Darwin said that monkeys learn from humans and eventually become humans."

These three sentences have completely subverted the meaning of the text from three different levels.In just one minute, the three of us took turns creating this joke.This is called social interactive self-fabrication, and the three of us are each other's authors and each other's readers.This is new information generated due to interaction on Weibo.

What is the so-called social interaction?In fact, brainstorms are generated between people at every moment, even among people they don't know. Their wisdom can form new values, new ideas, and even subvert our original ideas through interactive communication. This is a brand-new way to develop human wisdom, which is not available in the traditional era.

Case
WeChat Interactive Classroom[25]—Using Internet Interactivity to Change Traditional Education

Wang Yanyun, a sophomore majoring in computer science at Suzhou University of Science and Technology, and his classmates formed a team of 6 people to design a simple English classroom interaction system using the WeChat public platform, bringing real-time and participatory social interaction into the classroom.The entire interactive system consists of three parts, namely the student's WeChat terminal, the teacher's mobile phone control terminal and the classroom large screen. The interaction between the three is through the WeChat public account "Mobile Language Learning".

For the questions raised by the teacher in class, students can directly reply the answers to the teacher through WeChat; they can also conduct group discussions through WeChat; in addition, different presentations for each class can be submitted through WeChat; even some homework such as reading and filling in the blanks can be submitted through WeChat to commit.Of course, as a public account, you can also receive various class information, such as reminding everyone to bring a certain textbook, or temporarily changing the classroom.In short, using this system, the interaction between students and teachers can be completed through WeChat, and the discussion and interaction among students can also be completed through WeChat.

This WeChat public account has more than 2000 fans, and at least four English classes in the school are using this system.After the introduction of WeChat interaction in the English class, the atmosphere in the class is obviously much more active than before. Quirky: Users propose ideas, modify ideas interactively, and finally carry out physical production and sales[4]
Quirky is a socialized e-commerce enterprise for creative products located in New York, USA. It launched e-commerce services in March 2009.It uses crowdsourcing to allow the community to participate in the entire process of product development, including submission of ideas, review by the jury, valuation, development, pre-sale, production, sales and other processes. Quirky makes it easy for people to participate in the process of turning their ideas into real-life products.

Quirky had 2012 registered users in June 6, and is increasing at a rate of 6.5% per month.

First, users can share their ideas on the community for as little as $10.At the same time, users can get a lot of meaningful feedback and some market data.

After submitting ideas, users in the community can participate in voting, giving feedback, and making some suggestions, etc., and Quirky acts as a coordinator to help idea sharers interact with participants. In this process, ideas can continue to mature.Every week, Quirky will select the idea with the highest score, and the sharer of the idea can not only get a permanent patent fee, but also have the opportunity to realize the idea.

When it comes to the stage of creative realization, Quirky's internal engineers and designers work together to finally bring creative products to the market.

Quirky users can not only participate in voting, but also purchase creative products through the shop.

And this process will make people feel very interesting, because the idea they once supported has become a real product, and the purchase motivation is very strong, which greatly increases the transaction volume.

◎Recommended reading

Product industry derived from interactive demand: making mobile phone interaction more interesting[27]
6. Marketing integration
What you see is what you know, what you know is what you get, and what you get becomes a service (you can also provide services to you if you get it), and what you get is what you think. This is a complete cycle of the mobile information consumption process.

When I see a picture of a washing machine, I immediately know its performance, price, and user reviews.I completed the mobile payment purchase at the same time as I knew it, and the goods had been delivered when I got home.I can use the washing machine proficiently by communicating with my mobile phone for half an hour.Seeing, knowing, getting, serving, evaluating... all don't need to be separated, and the mobile phone can be controlled as much as possible. This is the integrated marketing service rule.

The most famous application is the Google database background plus software terminal platform.Google has accumulated more than ten years and established a huge database. Its ultimate goal is to serve Google Glass. Glasses are mobile phones.Its appearance has created a new business model. For example, if you see a good T-shirt worn by someone else, you can take a photo of the shirt with a blink of an eye and send it to the background. After the information is sent back, you can see on the glasses what brand the T-shirt is, who produced it, and what kind of fabric it is made of.If you like it a lot, place an order in the blink of an eye, and maybe the t-shirt will be delivered before you get home.Therefore, when our mobile phone is bundled with the database and database in the cloud, we can realize that what we see is what we know, what we know is what we get, and the synchronization is completed.

What is the key to this integration?Changed the traditional marketing model.

The traditional marketing model is: the first step is to do market research to understand what the common people need and what consumers need.The second step is to design a product based on the survey results.The third step is advertising.After the advertisement is finished, the demand of consumers is stimulated. The fourth step is that consumers come to the store counter to experience the trial. After the trial is over, they swipe their cards to pay and buy back.The fifth step is to read the manual and start using it.The sixth step is to find something wrong during use, make a complaint, and request after-sales service.

Now that the mobile phone is in hand, it can be integrated.If these six steps are not regarded as a synchronous whole, instead of becoming a fragmented behavior of different traditional steps, it will violate the basic laws of the mobile information age.So in this sense, advertising is sales, sales is survey, survey is service, and their traditional definitions have been confused and fused.Any comments, complaints, or suggestions from consumers have become the most valuable asset of the enterprise.Even if consumers don't complain, the data of their clicks and choices are the most valuable wealth of the enterprise.This is the mobile marketing integration we advocate.

Case
E-commerce shopping on Google Glass[28]
Fancy, an e-commerce platform for design products in the United States, released its own Google Glass application on June 2013, 6, mainly to facilitate users to find and buy their favorite items. The app released by Fancy mainly covers discovering new products, shopping, and a fun photo "matching" function.If you see your favorite product in the introduction, you can take a photo with Google Glass, and then start the search function in the Fancy app to find similar products to the picture.This maximizes the usefulness of Google Glass - you can take pictures to find your favorite products wherever you go, and slide your fingers back and forth on the edge of the glasses to see and view the products.Tap the edge of the glasses with your finger to make a one-click purchase.

Google Glass real estate application being developed by Trulia[29]
When the user is close to a house for public sale, and the house also meets the search criteria set by the user, the Trulia application on Google Glass will remind the user and provide relevant routes to guide the user to the house.Once there, the app will provide a list of relevant properties for the user to view, read a description of the house, and allow the user to save relevant information to the Trulia mobile app.If the user is interested in this house, they can also send an email or call the real estate agent directly through Google Glass.

What can Google Mobile Platform do for you?What can you contribute to Google Mobile Platform?
7. Intelligent Ubiquitous

Ubiquitous, in fact, refers to the ubiquitous intelligent network, which makes the world networked and intelligent. It gives everything a sensory intelligent chip, which can collect the surrounding change data anytime and anywhere to adjust One's own state, sending out one's own needs to the outside world.

Case
"Ubiquitous" era: presenting new features and calling for mobile support[30]
In May 2004, Japan proposed the u-Japan concept aimed at developing a ubiquitous society.In the u-Japan concept of the Ministry of Internal Affairs and Communications, it is hoped that in 5, Japan will be built into an environment where "anytime, anywhere, anyone, and anything" can be connected to the Internet.

In February 2006, ITU held a seminar on radio frequency identification in Geneva. The meeting particularly emphasized the concept of the Internet of Things, pointing out that the Internet of Things can realize ubiquitous network connection at any time and any place.

(End of this chapter)