Note: this article by Lei feng's network from the United States the top VCs Andreessen Horowitz (abbreviated a16z) blog, the author is CONNIE CHAN. While Tencent has been accused of plagiarism, but this does not preclude the success of micro-or even app has become a model for social applications and study abroad. We are using the app every day, but not necessarily to have thorough thoughts, perhaps this venture abroad on the comment to the letter can give us a different kind of inspiration.
In this paper, a few thousand words while focusing on micro-, but its significance is not limited to the app. Although strictly speaking it is an instant messaging application, but based on its monopoly position now, you may think that it is more like a door to the mobile Internet, a platform or even a mobile operating system. VERUS iPhone 6 Case
Many people describe the app's lead role in the tide of the Internet, but very few people really understand how it works. App has many interesting features to foreign users still cannot be found, such as perfect service access. So as a foreigner, why should I mind micro business? Perhaps most important, is that it gives instant messaging applications such as Facebook show the way. The second, slightly pointed out the future direction of e-commerce. Third, the app became the role of both platforms and mobile Internet portal.
Ultimately, the app has an important meaning for each of us, especially because it shows us that when entire countries skip the PC era, entered the era of the Internet provides infinite possibilities (62% Smartphone penetration rate, China). App is not a page existed in the era of products, it is born to the mobile Internet.
Surprised the whole technology sector is slightly more profitable, its average income to $ 7 trillion, but Whatsapp seven times as much, which is the world's largest instant messaging platform. Micro letter exactly how to do it?
Backgrounder: what is the app?
Micro letter as the name suggests, in the Chinese language means "micro-information", it is the first, and most important instant messaging software, people can use it to send messages to family or friends, voice or image. Micro letter four years ago issued by Tencent, Tencent is also one of the largest Internet companies in the world. Earlier this year, of registered users reached 1 billion, and nearly all of them in Asia, its monthly active users has reached 549 million. Exactly how horrible these figures? Monthly active users only 150 million less than Facebook Messenger, is Japan 3 times the number of times the Line active, Korea Kakao (Tencent is also a shareholder) 10 times. Meanwhile, Tencent is that many United States entrepreneurial strategic investors in the company.
App is completely free, and it only just started running advertising, it is conceivable that its average earnings in the future will be more terror (when email is not so lucky). Basic communication compared to it's main features, more powerful micro letter attached. China user can through micro-letter appointment taxi, points outside sold, buy movie votes, play small game, do boarding procedures, to friends transfers, gets fitness data, appointment doctor, charged Bank report, make water, Rob offers coupon, recognition music, search local library of books information, awareness near of new friends, watch Star gossip, see electronic journals magazine, even money to charity institutions...... Estimated comedian also said in one breath, but the truth is these are integrated in one software.
In the letter, chat is the backbone of interactive interface, instead of other information or search bar. (Although this article does not focus on the design, but the trend of China's application to integrate various features worthy of our attention, and prefer a single function in the West, after all, a simple and neat)
1: breaking the original application within the application mode "page vs. mobile" cognitive
Facebook and WhatsApp will usually daily active users and monthly active users as a basis for its growth, while the app is more concerned about its importance in daily life. So, rather than to become the world's largest social network, slightly more importance to establish a mobile Internet lifestyle, its goal is to become part of everyone's life, even if you're not a social person.
And to achieve this goal, it relies on most is the most obscure feature: innovation "application within the application" mode. Micro-blend of millions of lightweight application, just like millions of Web pages on the Internet.
This app is more like a mobile Web browser, or have their own app store mobile operating system. This breaks our expectations of instant messaging application.
These lightweight applications in the app called "app public", as long as through micro-audit to go online. App platform now has more than 10 million public, areas covered include celebrity news, tech news, banks, hospitals, pharmacies, fashion, automobile manufacturers, toy companies, Internet startups, and a personal blog. Need to emphasize is that these public numbers is not like other United States verified account of social networks, it is not only proof of authenticity and identity, the public can also be used to pay, location, privacy and speech information, user ID, and the API interface. (Not all the public can use these API)
For the end user, add the public is as simple as adding friends. Moreover, because the user needs an active interest in public, so they basically amounts to a register, this convenience to users using low frequency but very important functions, such as management of credit card bills or utilities. The demands of these applications is in line with its lightweight, so users don't have to bother to download the single single function applications, so as to achieve win-win results.
Established public in China has become a kind of fashion, many startups are doing before a localized application on their own, but also on public platforms to test prototypes. For developers, another benefit is that the core functionality of the application platform can be realized by the public and removed from the operating system takes a lot of energy. In addition, the app does not require developers to comply with the specification for the interaction design, so that they will not be restricted in the development of HTML5 specification. In this way, when a user enters a public number, a complete Web page is available by clicking on the to get a good experience, without leaving the app framework. This series of initiatives enabling developers to develop application has a unique experience, while micro-letter by some rules to make sure users are not disturbed (for example, letter frequencies).
This support network expansion applications in application mode, the public was a breakthrough, is one reason app today, any companies or influential people, China now wants to expand into mobile Internet, his platform of choice is the app.
2: make pay mobile Internet portal
App application models described above are on public platforms, and in fact, this model is the cornerstone of pay, it is totally different from public entrances. This entry is called micro-purse, it is not a traditional wallet, but carefully designed menu, allow users to enter their payment information, the previously selected service provider to establish the connection.
I think micro purse is very important. It is a Trojan horse, let the app can quickly enter the field of credit and for their software ecosystem to find new profit growth point. (This is Facebook hired former Paypal CEO to lead their own information platforms of something)
Micro-letter wants to know how successful this move? Data is as follows: at least one-fifth of micro-payment authentication active users, just bind the bank card and account number. As a result, micro letter opened the purse and the general public, users can quickly through wallets in public, promotions, purchase products or services.
Imagine if this kind of service in the United States to roll out what? Every day on the Facebook platform will produce billions of transactions, Pinterest buy speed becomes faster, Snapchat users don't have the trouble to use cash, Twitter users can more convenient shopping. From this point of view, if they can get users to accept their new payment platform, app for Western social networks evolve and consumption habits change, an important lesson.
Also, because users of micro-payment platform in China with increasing frequency, micro-start line QR payment test, users can store, vending machine, restaurant or hotel by scanning code to pay the related costs. These services influence is obvious: as more and more places for scan codes to pay, more and more consumers are turning to micro-payments, and this influence offline is a two-way street, so as to benefit the whole link.
So what makes the app wallet on fire? Micro wallet features of the menu has a range of Portal: like previously mentioned, first, through audit and select specific partner Tencent, reliability need not worry; second, the automatic certification of identity and payment; and, third, good user experience without leaving the app application can seamlessly connect to the third party. For example, people often use the app called car and took a taxi to the last drop is providing this carpool service. Also, people can also be built into the app features a doctor's appointment to see a doctor, this service allows users to seamlessly connect third-party medical platform.
More than five screenshots from left to right, from left to right, shows how micro-purse doctor's appointments
We need to be aware of is that in order to enhance the function of direct appointments doctors, the app is not as usual went to the hospital to promote enterprise solution, because it would make the whole process cumbersome. In contrast, micro-pay more attention to channel some similar services into their original platform, believed they had to do was adopted within the framework of the app wallet users and link up with these third-party sites. This is why the integrated browser app on the phone.
3: commercial era of King
However, of micro-payment of Empire was not built overnight, and its development is accompanied by a number of aggressive marketing. For example, the lunar new year app launched a wave of attacks, third-party partners in micro-letter day red envelope released 500 million Yuan.
But before the marketing, micro-joint activities took a taxi up to the last drop, providing free rides for micro-credit opportunities and discount coupons.
Micro letter also tried to make micro-payments for their businesses to provide paid services to the public, all businesses in the end-even if there is no e-commerce experience Street shop can become a online store.
In addition to these marketing activities and policy support, Tencent earlier provided substantial subsidies for micro-payment system. Thanks to the large user base, and a new model, Tencent was unparalleled "power of God", China's application developers, startups want to hold micro purse thighs, so that the use of a large user base increased exposure.
Despite relying on the platform there is a certain risk, but gets its distribution channel for any company that is hard to refuse. But the only common interests to protect the company from negative impact of platform-dependent: mostly in the app platform has certain well-known companies are investment from Tencent or created by it. This is the other Chinese Internet giant (such as Alibaba, Baidu, 360 and millet) were hit heavily associated with early investments in startups because, even with the top VC firms at hand-to-hand. Imagine if the wind blows to the United States what? If Facebook or Snapchat are willing to hit heavily involved in some of the potential of the company's early investment?
4: mobile world into the real world
When people talk about moving, they talk about most is "context awareness", "sensor function", "personalized" and "interactive" and so on. But in the United States, which did not play very well in the software. We have never seen like app that seamlessly integrate software with good experience.
Straight said, is like killing a Buffalo, but only with its skin, beef and milk, discard. United States mobile experience is almost like this, we stay on the surface, not to use mobile phones a powerful hardware, whether GPS positioning, sensor, voice still cameras.
Therefore most of the United States is limited to call the cell phone camera to take pictures, and the app you can use cameras to scan document and translate it in English, or scan the QR code for direct purchase. In data entry app also takes advantage of the various sensors in the smart-phone, for example, uses GPS to help users find nearby stores, recording using the microphone helps users determine specific information they hear music. Shake it speed sensor is used for, looking for new users to join chat. Users can also use Bluetooth to add friends.
After putting these together, you will get some amazing features. China toy enterprises "Dandan", they made famous for the sprouting of toy that combines micro-plush toys, parents can use the sprouting of the app, the public voice, English lesson or a bedtime story to the toys, so parents don't have to worry about when you are free children lonely. Children can receive information, and Pat sprouting on the stomach through a built-in micro-credit speech with parents.
But this is just a toy, micro letters there are more interesting things, such as label all kinds of things. It shows when each part of the cell phone are fully utilized, information platform with huge potential for consolidation in the real world.
Of course, such examples abound. Take for instance the 7-11 convenience store, public, users can 7-11 or family truly convenient experience, the cashier can scan code directly scanning the QR codes displayed on the phone to accomplish fast payouts. Point to point, 7-11 by the public after some promotional information sent to the user, but this information will not be lost in a mess of push messages. Another delicious need not wait for the public, allowing users to search the nearby food, look at favorite restaurants, such as how many people, even without physical direct station-to-station began qualifying.
Last point to note is that according to Apple boss Tim Cook's recent conference call, we know that the app has become the Apple on the table one of the most popular third-party applications. But you have to know through wearable devices to integrate on and offline have not really started, the app also has more play.
5: social networking is just a function, but by no means all
When the micro-2011 release, type Twitter service Sina weibo, China has been on the line for several years and has hundreds of millions of users account. Celebrities, brands and companies registered in the Twitter official accounts, and use it to send a public message to millions of fans. Micro letter if you want to let his public platform opens in a competitive situation, it is necessary to put the past behind, beyond the original social network, after the content is King's golden rules aside, with functional and effective to all first.
Function focuses on attracting a lot of brands. In the United States, brands can only rely on a backwater of the social network are doing boring campaign. Users? Only a praise, comments on the hair or go. App showing each brand more interactive possibilities of choice. For example, Starbucks posted on Facebook only the product price, without change to the app, Starbucks, you can interact with the user, allows customers to online drink, boot from the map to find the nearest Starbucks, or set different marketing plans according to local climate change. Taylor Swift on Twitter announced her plans for future concerts in 140 words, if she can micro-letter to fans to buy albums free concert discount codes, or fans for a subscription on the morning greeting, however this regards but oh.
These features aren't all that impressive to say, we would have expected Starbucks to join them. But first, it makes the brand marketing personalization, through public and get the customer fully interactive opportunities. And because app doesn't like social media, public restrictions on the contents of the box, brand awareness can become more personalized, which can enhance customer brand hostages and improve the customer's consumption desire.
The app also gives the operator sufficient autonomy, public, so they can be more precisely put their marketing messages, by age or purchasing power, even treat people only according to place, right time. And more importantly, customer management and marketing automation tools is free of charge. Although some social networks also provides related services, but its exact delivery area is limited to advertisement. In the letter, brands can use these tools want to interact with customers.
Even more interesting is that because of platforms to the public user "white list" system, so that micro-credit for all types of enterprises prepared for their ease of development of enterprise solutions at different levels. In addition, by setting access rights, some members of the public, are not open to all users, so that the operator can release reference training on a dedicated public information, file sharing tools, service request approval workflow, content management systems, front-end sales interface and a series of development tools. If we can make good use of the tools, even a child can these tools be science and cattle.
Screenshot from the 21st century public kindergartens in Chengdu, it allows parents to see their children at school (left) and can also record to pick up the kids who look like, in case the child is missing (right)
In this way, micro-services quickly penetrated into every business, while the original is by competition or the earlier social networks to accomplish these tasks.
The app's success shows that as long as our platform, entry, insisting first on the social networks and brand building, we can create more miracles. The priority now is not to copy the app model to other companies, nor complain about why this model in the United States will not work. We should sink down to thinking and learning the app model, to be more open-minded in the mobile Internet era behind.
2011 micro-release we should be learning from Tencent, another product of QQ in China was also the most popular chat software. Tencent QQ at first for desktop PC,2003 years to take on functions, and landed in 2008, smartphones. But when Tencent looked around the entire smartphone market, they felt the game-changing play, so they decided to start from scratch, rather than simply improve the original QQ. Its new team behind the original glory, and eventually completed, in the context of this app was born.
App I have to list them all but this is just tip of the iceberg. Where micro-what does the future hold? VERUS iPhone 6 Case
via a16z
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