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

Chapter 38: "Creativity" on paper (2)
The enlightenment of this project to us is: first, take advantage of the popularity and extensiveness of mobile phones.Second, we should use it in the place where social contradictions are the most concentrated and tyrannical, and start from the most painful needs of the people.Third, how much money can be earned and how many social and economic benefits can be created has little to do with the advancement of mobile communication technology.It does not necessarily mean that the more advanced the mobile phone technology, the more money you will make.Technology is only the foundation of success, the key lies in the application and scale of the market.Fourth, the input-output ratio is the most important.

This project was discussed in China Mobile for about two or three times, but in the end my suggestion was rejected. The main development focus of the data department is still to do 3G (third-generation mobile communication technology) applications.So I personally think that China Mobile's biggest mistake in the past six or seven years is blindly emphasizing the advanced nature of mobile communication technology.The focus of their new business promotion and development is on 3G, ignoring the application development of three mature, low-cost, and reliable technologies: voice value-added services, SMS services, and MMS services.This is one of China Mobile's biggest lessons.

Mobile phone "hand lottery", good luck will come soon

Hand lottery mobile phone lottery is a typical business that has already existed, and the market scale has been formed, and the traditional hot business is moved to the mobile phone to operate. This model is an alternative business innovation.

We all know that gambling is a favorite activity of people all over the world.Of course, we in China do not promote gambling activities, so in China, apart from Hong Kong, Macau and Taiwan, there are only two things related to gambling: one is the welfare lottery managed by the Ministry of Civil Affairs, and the other is the sports lottery established by the State Sports General Administration. Lotteries, both of which are public welfare.More than 2 million people in China now play the lottery. In 2012, the lottery market had a revenue of 2815 billion yuan. Among the lottery tickets sold nationwide in 2012, welfare lottery sales were 1510.32 billion yuan, an increase of 18.2%; sports lottery sales were 1104.92 billion yuan, a year-on-year increase of 17.8%.From 1987 to 2012, the cumulative sales of China Welfare Lottery in the past 25 years exceeded 7876 billion yuan. In 2012, computer welfare lottery sales exceeded 1000 billion yuan, reaching 1001.39 billion yuan [4].

Whether it is a civil welfare lottery or a sports lottery, their issuance costs are relatively high. The result of the survey is 15%, which means that if you sell a lottery ticket worth 100 yuan, 15 yuan will be distributed to agents and distributors. merchants etc.Among them, the physical network channels responsible for sales will take 8% of the share, and the rest will be handed over to the lottery management centers of various provinces and cities.Let's analyze again, mobile lottery is a typical information-based credit service, and it does not require logistics and distribution.When a consumer buys a lottery ticket, there is no need to send someone to deliver the lottery ticket to him, as long as there is a legally recognized information authentication or certificate.In addition, the share of lottery bets is very small, usually two yuan a bet.Therefore, the lottery meets the two characteristics of small payment and no logistics, and it happens to be able to carry out business on a mobile phone in the hands of all Chinese people.I once suggested that China Mobile, after the music platform base, can cooperate with the State Sports General Administration and the Ministry of Civil Affairs, first obtain the approval and recommendation of the lottery center, and then report your qualifications to the Ministry of Finance, which needs approval from the Ministry of Finance before you can get it in your hands Lottery license for this business.

What is the crux of this business?First, lottery players can buy lottery tickets on their mobile phones.No matter where you go, you don't have to go to any physical lottery point in person, you can select numbers, place bets, and buy lottery tickets on your mobile phone.This facilitates 2 million users and creates value for them.

当然手机彩票还有一个好处，再也不会有丢失彩票导致的弃奖：2011年大连1000万元弃奖，女子称丢失彩票；2008年新疆500万元弃奖“主人”追号数月却弄丢彩票；2009年武汉福利彩票双色球大奖无人认领，致917万元成福彩最大弃奖。

Second, what are the benefits for welfare and sports lottery centers?The mobile phone saves market channel costs for them. The lottery used to allocate 15% of the cost to the channel, while the mobile lottery platform only needs 10%, which is lower than the offline cost anyway.The original intention of selling lottery tickets is to contribute to public welfare, so the money saved in this way can be used to do more charity!

Third, as far as China Mobile is concerned, even if the sales share is 10%, how much is its annual revenue?For example, the annual revenue of the lottery market in 2012 was 2815 billion yuan, and the channel revenue was more than 280 billion yuan. This is a big platform business.At the same time, it can be seen that the technical cost is not high, and no more advanced technology is needed, and it can be realized through MMS or even SMS.This is a typical alternative industry application.If the operators don’t do it, then I think some companies that have established a certain scale on the Internet and sell lottery tickets through PCs can also find a way to develop a mobile phone client for palm lottery and move their business to mobile phones.I think this is an opportunity. Of course, the most important difficulty here is how to persuade the State Sports General Administration, the Ministry of Civil Affairs and the Ministry of Finance to grant legal mobile phone lottery operating rights. This may be the main difficulty in planning this project.Because this project ultimately harms the interests of their current partners - those who traditionally sell lottery tickets.Therefore, how to turn the interests of the largest and well-established offline lottery agent in the country into SP, put it on the mobile phone, and divide a part of the money appropriately to reduce the difficulty and resistance of this project is the key to the implementation of this project. .

Fourth, the essence of the "Hand Lottery" business is a social interaction platform business that attracts gambling. In the 4G era of mobile phones, it is completely possible to watch the live broadcast of sports games on the mobile phone and make dynamic bets according to the real-time status of the goals. , making sports lottery more exciting to play: "The game doesn't stop, the betting is endless, the live is synchronized, and the game can be turned over at any time!" The game has changed from a static game to a dynamic game, which is more attractive.

Case
Potto - "the first worldwide free lottery"[5]
Potto calls itself "the first global free lottery", and it is indeed true. In the last issue, there were three final prizes, which were won by two Koreans and one Israeli respectively, and the bonus was equivalent to RMB 550.What is the threshold for entering the sweepstakes?watch the ad.

After downloading Potto and opening it, you can see dozens of video advertisements (all game advertisements, often nearly 1 minute, and the language is English).After clicking to watch, a red penguin will randomly appear in one of the upper left, lower left, upper right, and lower right areas of the advertisement screen at a certain point in time.After the advertisement is played, as long as you correctly answer the position where the red penguin appeared, you can get a point, and every five points can be exchanged for a lottery ticket.

The lottery method is 49 out of 7, and the prize pool comes from 50% of Potto’s advertising revenue. The prize money can be paid through third-party payment platforms such as Paypal.In order to ensure fairness, openness and justice, Potto's lottery is a global synchronous live video broadcast.In addition, Potto founder Ko said that 60% of his company's net profits will go to charity.

At present, the global gaming applications are all regional. If a global gaming platform is established, it can easily reach a large audience.At the same time, the way of watching video advertisements in exchange for admission tickets makes Potto's global promotion easier, and it cleverly circumvents the restrictions of certain countries' laws.

As of July 2013, the total prize pool of Potto is equivalent to more than 7 RMB. 17% of app traffic comes from within Korea.

Combining Lottery and Entrepreneurship[6]
Subscribing to the content of the website has the opportunity to obtain the shares of the startup company. startuplotto.com from Denmark intends to help entrepreneurs through the lottery mechanism.

The content of the website is free to subscribe, and subscribers only receive one email per month, in which there will be a brief introduction of a new start-up company, with an invitation to try out the product.If a subscriber accepts the invitation, they are automatically entered into a lottery system for a chance to win a 1% stake in the startup.At the same time, entrepreneurs who send invitations will also gain new users and members.In startuplotto.com's own words, "Even if you don't win the lottery, it helps entrepreneurs."

Kill two birds with one stone: Entrepreneurs can use it to expand their user base; others have the opportunity to be the owners of the next great company.

Hangxintong: Locking in the big SMS business of "trapeze"

2012年12月，中国民航局预计，民航2012年全行业完成运输总周转量611亿吨千米、旅客运输量3.2亿人次，比上年分别增长5.8%和9.2%。预计首都机场今年旅客吞吐量突破8000万人次，居全球机场第二；浦东机场货邮吞吐量290万吨，居全球机场第三。[7]
In 2011, China's per capita annual number of air travel reached 0.2, an increase of nearly two times that of 2002 in 0.07 and a 1978-fold increase from 100.Li Jiaxiang, director of the Civil Aviation Administration of China, predicts that by 2020, there will be more than 230 transport airports across the country, covering 94% of the country's total economic output, 83% of the population, and 81% of county-level administrative units.The number of passengers by air in China will reach 7 million, and the average annual number of flights per capita will reach 0.5 times. Air transport is expected to become a popular way of travel.By 2030, passenger traffic will reach 15 billion, and civil aviation will become one of the main modes of travel for the public. [8]
According to the number of 2012 million air passengers in 3.2, it can be estimated that the number of people who fly by plane is about 2666 million per month, and the mobile aeronautical communication service is aimed at the 2666 million people who fly by plane every month. This is a huge market.At present, the punctuality rate of Chinese flights is less than 30%. Passengers complain a lot, and there are great contradictions. Conflicts often occur. Whether the plane is on time and how long it will take off is delayed. Such information is very confusing and difficult to find.The helpline at the airport, you can never get in.how to solve this problem?The real-time location of each flight, whether it is on time or not, and the approximate time when it will take off. This kind of service can be realized through mobile phones, which will help ordinary people know when is the most suitable time to go to the airport to take a flight, and when to pick up people. The airport is the best.

If there is a mobile phone service platform like HangShengTong, the business can also be developed to book airline tickets on this platform; let those customers who have bought tickets exchange boarding passes with mobile phone text messages; provide point inquiries and promotions for airline users Events, customer relationship management, market research, etc.; it can also provide big data analysis of consumer behavior in the entire aviation industry market through user-related records. Such data must be invaluable to major airlines... Who created this Platform, whoever occupies this platform will control China's aviation industry.

data
According to the "2011 Chinese Business People Travel Survey Research Report", the global business travel market has reached a scale of US$1 trillion, and China's average annual growth rate is 11.8%. By 2015, China's business travel market may surpass the United States and become the world's largest .At the same time, the report also described the typical business people as "more concerned about how to reach the destination quickly, get things done, and take a good rest."

What is the problem now?There is no third-party, mobile-based platform-based navigation service.This model is a typical development from B2C to C2B.The first phase is to help major airlines serve customers who fly.The second stage is to represent all air passengers on this platform, turn them into members, reversely request discounts from dozens of airlines, and buy air tickets.This platform has a bright future, and it will eventually achieve cross-border business expansion: all passengers who fly frequently must be China’s elite and high-value customers. Through this platform, we can accurately deliver luxury goods, high-end cars, and high-end real estate to them. Advertisements for high-end products.

Where is the difficulty of this business?The first is the source of information for ATC.Because the real-time information of airlines is very scattered, major airlines may only know the real-time positioning of their own aircraft, and airports also know part of the information, but it is the National Aviation Information Control Bureau (Air Traffic Management Bureau) that really knows the most.How to win the support of the relevant management departments of the Civil Aviation Administration of China and obtain first-hand accurate information is the first important step.

Second, how to convince dozens of airlines to cooperate with you.Now, each airline is investing in its own money, hiring its own people, and building its own AirSpace platform.Take boarding pass exchange by text message as an example. I know that China Southern Airlines pioneered a mobile phone short message boarding pass exchange service. When passengers buy a ticket, many text messages will be generated: Do you want to exchange your boarding pass with your mobile phone? ?If you want to reply 1, this is two text messages.Immediately, the third text message asked again, whether to go alone or with several people, and walked back to 1 by myself.After you finish answering, the fifth article comes again. Go to 1 by the window, 2 by the aisle, and 3 by choosing a seat at random.You send a 1 back, and then the next message comes again, telling you that your seat number is row 12, seat A by the window, and by the way, remind you how much your points are...so in such a short process, 6~ 8 text messages, so many ordinary people fly by plane every day, if they all use this service, text messages alone can also earn a considerable amount of income.So why not let a certain company, or a certain telecom and mobile operator, pay for the establishment of a fair third-party service platform independent of all airlines?Once China Southern Airlines made it, it was well received by users. Air China also made one, and China Eastern Airlines also wanted to do it. If each airline company builds its own SMS platform, it will be very complicated and a waste of resources.

There are two or three companies that have already started to do AirSight, and one is called Feichangzhun.The other is called Shanglv Zongheng, which is the tertiary industry of China Civil Aviation Information Network Co., Ltd. The company has grown rapidly and already has 100 million users. Many companies including Tencent hope to invest in it, but the biggest problem is the mechanism. Zongheng is a state-owned system, key personnel have no way to hold shares, and the incentive mechanism is too poor, so once financing involves reform of the mechanism, as a state-owned enterprise, how can it be financed and restructured?
Therefore, Hangxintong is also a project worth trying.

Case
flight steward
Among the 2012 apps released by the Beijing Morning Post in 10, "Flight Butler" was among the top five. As of then, the number of registered users of the app was close to 2000 million.Flight Butler started with more than 2009 users (iPhone+Java) in July 7, and launched Android and Symbian versions in 7. By the end of the year, the total number of users soared to nearly 2010 million. In the second half of 100, it continued to promote the development of flight butler in the pre-installation market. After more than a year, the number of flight butler users reached nearly 2010 million.

Functions: simple and quick query of flights, ordering air tickets, and online payment; real-time understanding of flight departure and landing information; sharing information with relatives and friends at any time; obtaining details of airport transportation, catering, shopping, etc.; booking flowers, VIP service of flower pick-up.

very accurate

As early as March 2012, the number of users of Feichangzhun exceeded 3 million. It uses its own advantages to obtain "mysterious" data that others cannot get and its own powerful algorithm to help air passengers successfully predict departures, arrivals, cancellations, and delays , Return time.In addition, a class of special services are provided:
Most of the weather software is to query the local weather, and the flight rules give users very practical information such as real-time temperature, airport flow, and visibility of the airport that users need to query.

The flight record provides users with the records of the last four years, four categories of classified information: boarding, pick-up, drop-off and crew, and they can visually see their own flight kilometers.

View the flight models that need attention. Users can view the details of the aircraft, such as what type of aircraft it is, how old it is, and other information that others have no way of knowing. They can also click to view the seat map of the aircraft and choose a favorite seat clearly.

Airline also provides air ticket price inquiry and booking, limited to its own function positioning, Airline only provides a telephone booking interface, users can choose the flight they want according to the price and time, and book air tickets.

Hang Lu Zongheng--the "wonderful flower" that grows in state-owned enterprises[9]
Hanglv Zongheng, a mobile app that helps users check flight status, has only been launched for one year, but as early as mid-1, Tencent approached the team of Shanghai Hanglv Zongheng. Docking is also possible, as long as the two parties can cooperate, Tencent will actively support it.This sounds a bit unbelievable, because in January 2012, the iOS version of the Air Travel App was just launched.Tencent’s investment department is sensitive to smell this time. According to inside information from Tencent, the real value of Hanglv Zongheng lies in the data behind it, and its “producer” is China Civil Aviation Information Network Co., Ltd. ("TravelSky") .

TravelSky is under the management of the State-owned Assets Supervision and Administration Commission of the People's Republic of China. The company profile states that it is a large state-owned high-tech enterprise specializing in air transportation and travel information services. It was listed on the main board of the Hong Kong Stock Exchange in February 2001.

(End of this chapter)