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

Chapter 40: "Creativity" on paper (4)
Secondly, merchants can use this matter to further lock in customers and enhance customer stickiness and value perception.Because of the points and services of a merchant, the power is limited.If 1 companies work together to promote the integration and exchange of resources, a huge vitality will be formed, which is equivalent to improving the satisfaction and stickiness of these companies to consumer services.This is called the confluence of trickles to form rivers and seas. How can a drop of water not dry up?Only into the sea.Therefore, integrating these scattered resources and providing unified platform services across the country is the "1+10>[-]" model, and enterprises are naturally willing.And through this exchange, it will also form a joint promotional activity between enterprises and enterprises.For example, McDonald's can cooperate with Wahaha and Coca-Cola.For example, cars can be combined with navigation software for promotional cooperation, which helps to strengthen cross-industry and cross-platform promotional activities between enterprises.This is good for business.

Finally, who is the biggest beneficiary?mobile telecommunications operator.The biggest competition now is the competition for high-end users. Whether it is China Mobile, China Telecom, or China Unicom, they are all competing for those high-value users whose monthly tariff exceeds 100 yuan. Dealers deal a heavy blow to profits and revenues.But now, because of the VIP unified platform service model that bundles mobile phone numbers, it is difficult for these high-end customers to easily give up this number and switch to other mobile phone numbers.One hundred or 1 companies all recognize my mobile phone number, which is my VIP number. I will not give up this mobile phone number for the cheapness of 10 yuan or 20 yuan.Therefore, this service increases the cost of network switching for mobile phone users and retains customers.This is the most important for operator competition.

Not only to retain customers, this project can also conduct big data analysis for this group of VIP high-value customers, and then realize cross-industry precision marketing.

By integrating scattered point resources, operators can also become operators of virtual banks and virtual electronic currencies.Therefore, the promotion model of Super Membership bundled with phone numbers is a very necessary strategic project.

Case
In the future, you only need a credit card: Wallaby[12]
More and more people have started to have one or more credit cards.And when there are too many credit cards, all kinds of points, discounts, and rebates will make people dizzy.

An American start-up company Wallaby is committed to solving this problem. In June 2012, they launched a service that integrates multiple credit cards of users into one credit card, and provides users with the best discounts according to the various preferential policies of each credit card. The way of consumption allows users to get as many points, rebates, and flight miles as possible.

The principle of Wallaby is very simple. After the user enters all the bank card data on the website, Wallaby will send the user a physical card, which integrates all the bank cards of the user.When the user goes shopping, the Wallaby card will choose the card with the largest shopping discount for consumption; when the user goes to refuel or refill gas, the Wallaby card will also choose the card with the most gas refill discount for consumption. For various consumptions such as going to the movies, beauty treatment, staying in hotels, etc., Wallaby will plan the best way to save money for you according to the specific consumption content.

For these consumption information, Wallaby will keep detailed records.In addition to the automatic mode, users can also specify which card should be used for which type of consumption.Moreover, users can also download a software to their mobile phones to query and plan their consumption habits in real time, and make full use of the points and rebates saved by the Wallaby card.

“About 90 percent of consumers in the U.S. don’t really understand the complexities of point programs or rewards,” says company founder and CEO Matthew Goldman. That’s exactly what Wallaby is trying to solve.

Green life, no discount
In mobile e-commerce, there will also be a model called low-carbon green life e-commerce platform. Green e-commerce, this is a subdivided high-end market.

What is its point?First, provide healthy and environmentally friendly products and services in an all-round way for high-end consumer groups with strong affordability.Second, the slogan is "True Green Life". The core of competition is fidelity, and the brand effect of product fidelity must be achieved.Third, provide an all-green life, carry out high-price positioning, and realize online and offline interactive experience to realize one-stop shopping.

This model is to change the cheap and discounted methods of general e-commerce. The selling point of our mobile website is not cheap at all, but expensive.What is the point of value?It is trustworthy environmental protection and health.

The main reason for the existence of the website is to target those who can afford it. The richer and the higher the social status, the more they will spare their lives.For example, their children now eat milk powder imported from abroad, and they have to pay customs duties and postage fees, so why buy it if it is so expensive?It is because milk powder from New Zealand, Switzerland, and Australia is green and safe.

Today's e-commerce relies on discounts and low prices to attract users, but Green e-commerce never discounts, because "green life does not discount".This slogan is a pun, and you still have to discount your green life!The services provided by this website are not discounted, the product quality is not discounted, and of course the price also refuses to be discounted.

Establish a mobile informatization service of "no discounts for green life", adopt the O2O model, from the initial agency product platform to the final establishment of its own offline farms, such as the Zhongnanhai-style farm special supply management model.How to produce and promote it?First, rent tens of thousands of acres of land, and invite retired personnel from the Food Administration Bureau of Zhongnanhai to serve as factory directors and consultants, and monitor the entire green food production chain according to the standards that the chief eats.These members are often taken to visit the production base, so that they can feel that what they enjoy is green and high-end food.

The high-end service of Green Life must be a national chain, supply on demand, and you can provide the personalized Green Life service I need wherever you go. Green e-commerce must ensure that users can meet any green needs anytime, anywhere, which will involve various aspects such as health tourism, skin care and makeup, home decoration, etc., and realize the one-stop service of clothing, food, housing, transportation and drinking for users.

Finally, we need to establish brands, such as Green cosmetics and Green clothing, just like the International Pure Wool Mark, and apply for a pure green trademark with authoritative organizations.As long as they are members of my green alliance, those who have been certified by me can post this logo.

Case
Lycra (LYCRA): the fashion dance of the middle OEM[13]
"Lycra" is a man-made elastic fiber invented and produced by DuPont Company of the United States in 1958. The Lycra brand has a unique charm for consumers. It represents a wholehearted way of life for modern people. Can't refuse.They need Lycra to strengthen the added value of their products.According to the survey, in Europe and the United States, the popularity of Lycra has reached more than 90%, and among the female consumers in cities such as Beijing and Shanghai, the popularity of the Lycra brand has also reached more than 70%. One of the eight major brands in the world's textile industry. "Fortune" magazine included Lycra in the "Top Ten Clothing Brands That Affected Human Lives in the [-]th Century".

A brand that can be seen everywhere in life consumption, but does not have its own specific products.All of its marketing must rely on other people's products as a platform in order to meet with final consumers.And the market it faces can never see specific consumers, and it can only achieve the final goal through a third party.The specific description of the situation is: it needs to let middlemen know that this is one of the main selling points that clothing must have.Having and not having is completely different.On the other hand, it wants to let end consumers know that Lycra brings fashionable life.Clothiers say, our clothing has Lycra; consumers say, we want to buy fashion with Lycra.Lycra has easily entered the territories of both parties and has become a necessity for both.What Lycra has to do is to establish a fashion concept, derive brand factors, cover two terminals, and use OEM to support and structure its value chain.

42 well-known brands at home and abroad gathered under Lycra's skirts, carefully weaving their own brand logos and "Lycra?" triangular trademark patterns together to create momentum for the Lycra brand.

"Yunyin" mobile phone question and answer: after-sales service to eliminate product manuals
In June 2013, I was invited to the Tieling branch of Liaoning Mobile to give a lecture on marketing. I met a mobile employee named Sun Chao who was listening to the lecture. Project enhancements and extensions.

He said, since business cards can be turned into mobile phone electronic business cards, why can't all product manuals be turned into mobile phone-based electronic manuals?First, when we buy a color TV, a telephone, or even any set of home appliances or a car, there is a thick manual.These manuals are first of all complicated, and no one wants to read them.Second, for enterprises, printing these things increases marketing and service costs.Third, in terms of social benefits, it is not environmentally friendly and low-carbon, and consumes forest resources.

I think it's a very good idea.But I thought about it carefully. According to his suggestion, if we buy a car with a 100-page or 200-page manual, it will be very complicated to transfer it to the mobile phone, with pictures and text.So I think this concept should be transformed into a cloud service platform plus intelligent speech recognition, so as to better meet the needs of consumers.

There is a company worthy of everyone's attention, called HKUST Xunfei, which is currently a leading company in speech recognition technology in China.China Mobile has wisely invested in this company.Its voice recognition technology is very sensitive, as long as you speak your request to the mobile phone, it can pass the recognition, and also use voice to serve and answer you.

We can create a cloud-based voice after-sales service platform, and turn all branded products with manuals and after-sales service into customers of this platform.Then cooperate with relevant national technical supervision bureaus and industry and commerce bureaus to participate in guidance, because it is a mandatory requirement of the country to provide instructions to consumers.The manufacturer does not provide instructions, and if something goes wrong, the consumer will sue you.Therefore, this matter needs the support of relevant state departments.

Then join those companies in and charge them service fees based on outsourcing.Their users buy anything, such as a certain model of Changhong color TV, and through the cloud computing platform of artificial intelligence, they can ask questions to the mobile phone and retrieve the manual of the product one by one.For example, the instruction manual can be turned into 1200 commonly used questions. When a consumer asks a question, the mobile phone will call up that paragraph to answer it. In this way, it is convenient for users and saves costs.

As long as you have a request for this kind of voice query service, data will be generated immediately, such as how many people bought Changhong color TVs, how many people bought Xinfei refrigerators, and how many people bought Haier refrigerators; the most frequently asked by consumers is what questions?This is a treasure trove of research based on the most valuable customer data of a certain type of product and a certain model of product. How to make good use of this thing is the key.

I think this is also a direction for major companies to harvest informatization outsourcing services in the future.Now we can even see that the most impressive thing about Apple is that there is no thick manual. When we buy iPads and iPhones, it is often a small piece of paper with a few short instructions on it.And this intelligent service voice system does not require consumers to be literate, as long as they can speak.In this sense, this is also a big industry of voice value-added services, and it is a portal website for after-sales services in all industries.Through mobile phone IVR voice value-added services to achieve cross-industry development.When some problems cannot be identified, it will be transferred to the human expert seat, so the operator is most suitable for this. The call center (call center) has changed from a service to a source of profit and revenue for industry applications.Whether it is China Mobile, China Telecom, or China Unicom, there are nearly one million outbound call center employees who currently only provide services and cannot directly generate income.If we combine our creative suggestions with them, ready-made seats can be added with intelligent speech recognition such as iFLYTEK.Then it is not a cost service center, but a profit source center.This is also a very good industry application solution for major operators to alleviate the decline in revenue from IP-based voice services. This is also a typical application of voice value-added services, B2B2C after-sales service, and is a portal for voice services.

Knowledge point

195 Call Center: Divided into call-in center and out-call center. The call-in center is characterized by answering calls from customers and providing customers with a series of services and supports.The outbound call center takes the initiative to make outbound calls mainly for marketing and telemarketing activities.

196portal single sign-on: You only need to log in to the portal server once to access all other applications, which means you don't need to log in to each application separately.For example, once I log into my Internet site, I can access email applications, IM messaging applications, and other Internet applications without having to log in to these applications separately.

To sum up, the traditional business of mobile phones is not to say that they are useless under the impact of IP and OTT today, and we just watch them perish, but we need to change our thinking and adopt a repositioning strategy to integrate voice services, SMS service and MMS service are compatible with 3G and 4G services, shifting from the personal market to industry applications and urban informatization applications, and then find new sources of income, new customer markets and a business model of reverse charging to enterprises.

Even when human beings have entered the era of space transportation and the Shenzhou series of spacecraft, the most primitive transportation method of carrying sedan chairs can still find its own source of profit and way of making money in a segmented market.Where can I earn money by lifting sedan chairs?At scenic spots in mountainous areas such as Huangshan, Emeishan, and Jiuhuashan, there are always some tourists who are willing to pay to take a sedan chair.This is a very important revelation to the traditional business of mobile communications, that is, we must be good at finding its new applications and new markets in order to obtain new income.

Therefore, the key is not the advanced nature of technology, but to find new users and create new models.Ma Huateng used QQ, the simplest instant messaging software, to create a commercial miracle of Tencent's large platform.Google has made information retrieval the largest platform for information retrieval in the world for free.So how to develop and use new uses of mobile phones to make money is testing your wisdom. This is a question worth thinking about for everyone.

After reading this chapter, you can send the ideas and ideas of the mobile money-making application model you can think of to a certain mailbox, and we can pick out good ideas.Help you seek venture capital, help you apply for patents, and help you find partners.This proposal of mine itself is a new entrepreneurial idea. This way can form a creative trading platform and incubation platform based on mobile phone application investment.Who is interested in doing it?
________________________________________
[1] "Shanxi Xinghuacun Fen Distillery Co., Ltd. Annual Report [-]".

[2] 刘琼：《去年打假涉案80亿公司打假“别动队”解密》，《第一财经日报》，2013年3月22日。

[3] "Wang Yinliang: Enterprises need to reduce the cost of counterfeiting", "China Business Times", March 2009, 3.

[4] China Welfare Lottery Network.

[5] 70镱：《不用一分钱，和全球玩家共享巨额奖池》，36氪，2013年7月22日。

[6] "Win the lottery, win stocks: startuplotto.com combines lottery and entrepreneurship", 36 Krypton, March 2011, 3.

[7] 《2012年国内3.2亿人次乘飞机出行》，《羊城晚报》，2012年12月24日。

[8] 林红梅：《中国人均年乘坐飞机次数10年增长近两倍》，新华网，2012年10月25日。

[9] "Platform Opportunities for Air Travel: A "Wonderful Flower" Growing in State-owned Enterprises", "Business Value", April 2013, 4.

[10] 《“卖车大王”乔·吉拉德广州演讲：“我一年至少用掉100万张名片”》，《羊城晚报》，2005年5月11日。

[11] pestwave：《幸会让你通过线下活动和电子名片拓展人脉》，36氪，2011年8月23日。

[12] leo: "In the future, you only need a credit card: Wallaby", 36 Krypton, June 2012, 6.

[13] Zheng Xin'an: "Lycra: The Fashion Dance of Intermediate OEMs", China Marketing Communications Network, July 2005, 7.

(End of this chapter)