Tencent internal competition is fierce: Mobile QQ how to find a way out under the micro-channel extrusion?i dark horse Note: now the micro-channel domestic users has reached 600 million, including 500 million domestic and overseas 100 million. Micro-channel so resplendent, with 800 million monthly active users of QQ in the end to see how? This article 'Financial World' magazine Tencent instant messaging, head of Yin Yu interview, listen to him talk QQ and micro-channel internal competition in the end what belongs to the state, QQ future design direction in where the 'Financial World' magazine = EW Yin Yu = MelEW:? Mobile QQ background of the birth of what is Mel:? Mobile QQ born in 2003, now has 11 years, we can say is a very accumulation of product . It was born of the background can be traced back to 2000 when Tencent and operators launch SMS-based features \u0026 ldquo; mobile QQ \u0026 rdquo; service to meet the end user's mobile phone exchange and the PC side. As end users demand for mobile communication is growing, in 2003, Tencent launched GPRS-based mobile phone network functions QQ. 2009 transition to smartphones, launched the first iPhone version of mobile QQ. Currently, QQ users more than 70% of all to a message by iPhone and Android smartphones. EW: Why slow pace before Mel:? This is an illusion. In fact, the pace of development is not only a mobile phone QQ slow, but quickly. Function machine age launched in 2003 after the mobile phone QQ users has grown rapidly in 2006, mobile QQ can send pictures, voice, and even videos. But functional machine is still subject to the mobile operating system and mobile network environment, we did not see mobile Internet as it is today, commercialized under the smartphone. EW: There is Air Jordan 5 Retro a saying that, in the products, mobile phone QQ micro letter draws Mel:? I do not evaluate that. We have been walking in the QQ own pace, many feature phones QQ late development, in fact, many of the features of the PC version of QQ mobile, such as groups, discussion groups, voice, video, space, which is the origin of QQ in the PC era long-innovations. These functions on the phone QQ, QQ is actually moving toward the inevitable course. EW: Last year in May, after the mobile phone QQ version 4.0 was released, because of the abolition of the traditional off-line QQ user avatar dimmed functions, one day led to 50,000 negative feedback, which can be considered a failed attempt Mel:? I do not think the phone QQ 4.0 is a failed attempt, on the contrary, from the first quarter of this year, monthly subscriber growth of 52% live close to the 500 million of the figures, it was a success. Of course, behind the success is that we use to try to figure out the user habits. Was online friends' locations from the second column we had moved to the third column, the second column of the adjustments have been made, but in fact, QQ more than ten years to develop habits, all of a sudden is difficult to change. Finally, we put off QQ user avatar Mongolian white instead of color, but the action tell the user a message, mobile QQ users to 24 hours online, do not ask \u0026 ldquo; in it \u0026 rdquo; EW:? But the user at that time think that you lost QQ tradition, but as the same micro-channel. Mel: online, offline concept PC era. The characteristics of the micro-channel is actually not always online, it should be said that the characteristics of the mobile Internet era. This version is the first version of Mobile QQ after the reunification, why give priority to this adjustment function? Because this is the QQ mobility must go further. EW: Why later compromised Mel: QQ is a more than 10-year-old product, 800 million monthly active users, the potential is large, user habits \u0026 ldquo; inertia \u0026 rdquo; strong?. Although we believe that the direction is no problem, but the pace really go far bigger point. The new program is all online-offline conversion from black and white color mode, change the color and the color white mask mapping scheme. Users of the black and white picture of the desire to communicate is very weak. We use the light gray text to describe online, offline and other state, while on the right there is an auxiliary icon to display the other is mobile landing or PC login. Now our latest release, and further optimize the online status is displayed online 2G, 3G online, 4G line, WI-FI online, more so that users can feel each other with what kind of network, is able to reach, as well as You can choose what kind of message is the way to arrive. EW: What is this thing you touch is the biggest Mel:? I said a word, we go too fast, you did not keep up. In retrospect, perhaps really should not go so fast, but must move forward in this direction, and now look at the changes in the QQ is also good. As a product manager who will have to do to change? How to change? Become completely disposable or slowly transition? IOS was designed from the proposed change to the flat materialized, many people Tucao, from the viewpoint of today, whether it is industrial or users, are adapt. So, my view is that fear of change will become a stumbling block innovation. EW: There is nothing in terms of products, lessons learned Mel:? Prefer a version in which the basic problem to get rid of all the products, so that the second version, the third version of word of mouth can quickly lift up because users feel the new version does not change habits, but also access to the new features. In many cases the user can not accept the change, because he only felt the change brought about not meet, but did not see the new features bring value. So changes also introduced new features, the user's attention will be drawn on the new features, user habits change will ease the discomfort. EW: now function on the PC side QQ What not been ported to mobile terminal Mel:? Most major functions are all moved over, and only a few small things that do not move over. On the contrary, many new features if we choose to do on your phone, and then extended to the PC. The mobile phone is our main battlefield, most users have already transferred over. EW: When Tencent internal, similar to literature, games and other services Phone QQ micro letter or channel, is there a priority consideration Mel:? Tencent interior is a very free market, each product can be selected according to user Match Which platform access. Such as literature, they study by market research and found that QQ users may be more suitable for reading online, they will be selected on the mobile phone QQ priority access. EW: Mobile QQ users what kind of micro-channel users what kind of coincidence between the two points, then where Mel:? In China, QQ micro-channel users and users have a great overlap in the domestic 90% Amphibious users are logged in. In contrast, QQ users also have the following characteristics: First, they are more younger, willing to try new things, have many years of online spending and paying habits; Second, they spend about 10 years, reliable and trustworthy, loyalty very high; Third, the user channel sink deep, from a second-tier cities can until three or four lines; Fourth, QQ penetration in Android mobile phone users have a great advantage, along with the rise of Android, the phone QQ dividend. To Tencent, QQ also has a micro-channel and two complementary products, in fact, is a very good thing. EW: From my personal observation, this year also to undertake a part of MSN QQ users, because after all, white-collar workers in the company or use PC. Mel: Yes, in the process of withdrawal from the Chinese MSN, QQ has gradually become a lot of white-collar office tools. Although QQ in much earlier, it has been the office functions, such as video conferencing, transfer files, PPT sharing, but they have not been highlighted. In the prevailing circumstances, I feel very good with MSN, no need to take the time to experience and discover these functions QQ. But after not use MSN, QQ users were surprised to find that there are a lot of good office functions. This surprises continued into the current mobile QQ, social networking software basically do things a variety of life scenes, activate Office scene is one of the mobile QQ is doing. EW: What factors are key to defeat MSN QQ in China's Mel:? The biggest reason is that it will not fail MSN with users taking, it is according to their own strategic decision to do this is not an Internet mode, Internet mode is actually meet user needs and do things. In addition, MSN in China is to go along with a global strategy, not done for the Chinese custom features, such as a group, like transfer files, like photo optimization, these features MSN has not seriously trying year in MSN, we will I asked to do these things, but Microsoft did not see it as a very important product. MSN fact that there are Space, have done well, but it is to their advantage to abandon all out one by one, and Tencent it is born an Internet company, it is such a product, it can only continue to evolve and develop. EW: From now on, QQ's subscriber growth has suffered the ceiling, that is not to say that the future of business users will be the next growth point QQ of Mel:? QQ total amount of 800 million monthly active users, nearly the entire Chinese Internet users. Chinese Internet market has no demographic dividend that year, so that the overall number of QQ users are basically stable. Now, we can see QQ application in the office scene more and more, so business users and value-added services must be the scene of a new growth point QQ. But business users will not increase the number of Air Jordan 9 Retro users of QQ, because they have been in this market where 800 million. EW: compared with the micro-channel users, mobile QQ users in the consumer value-added services What are the characteristics Mel:? From the point of view the number of paying customers, there is no big difference between the two, QQ some more. But a significant point of difference is: QQ users with micro-channel user payment habits are not the same. Micro-channel users to a single payment amount bigger, but the frequency may be lower, and QQ users tend to multi-frequency micro-payments. For example, 100 dollars to buy one hundred drill, micro-channel users may directly buy, and QQ users are more likely to be subject to a 10, a 10, in such a way, although the final he could spend more than 100 yuan. EW: relationship you have with the payment Mel:? The core of the difference is in the user habits. We've done the research, QQ users is like micro-payment, of which there are reasons for income, age, psychological and other aspects. And there is a certain relationship between the means of payment, recently made a series of phone QQ \u0026 ldquo; penny \u0026 rdquo; test drive, \u0026 ldquo; penny \u0026 rdquo; to bind the United States and other QQ wallet credit card activity, good results. EW: relatively hot recently that access to micro-channel Jingdong, Jingdong strategy so on the phone with the micro-channel QQ What is the difference Mel:? User attributes and structure of the two platforms are still differences, Jingdong in this piece there are differences of tactics . Jingdong will be stocking merchandise and operational characteristics for QQ users, QQ members while also giving extra special offers. And mobile QQ more personalized and entertainment, there will be more mobile QQ SNS features and a combination of personalized service, enhance consumer shopping entertainment and fun. In addition, mobile QQ, not only in a second-tier cities, in the third line and the following cities also have a strong influence, will help Jingdong complete channel sink. EW: I am very curious, and QQ micro-channel internal competition in the end is what kind of state Mel:? I think it is a very healthy competition. The two products to explore different way. Tencent IM products if only one word, we can only go one way, it is difficult to cover all users. And micro-letter team, there are many exchanges, but we are very open to discuss user experience and user needs, specific to the product, we take the road not the same, each with their own ideas to be realized. EW: I just look at the latest first quarter earnings, find paying customers value-added services to reduce last year's earnings report also mentioned that the number of ring than on the decline, which is why Mel:? A large part of the reason is because the whole QQ in to the mobile end of the turn, because over 70% of users on the phone with QQ, and then he found compared with the PC, mobile QQ value-added services has not done enough, we must first solve the problem of mobile phone QQ basic functionality of the product itself. The first half of this year we've slowly added services in the mobile phone end up doing, so you will see our value-added services subscribers recovery and a rise in the following two quarters. We will be better than PC in the value-added end of the phone service operator, it is only a matter of time. EW: We Nike Shoes did a manuscript, about the main group realized QQ, QQ group concluded that O2O is the best channel, what is the future of QQ group planning Mel:? QQ group on the one hand, we will to strengthen the management capacity of the group, classified vertical field on the other hand will do optimization and exploration. Currently we line on the phone QQ interest tribe, which is to have the same interests, geographic location of users to come together social platform. For example, there is the city activity, food, photography and other tribes to facilitate the find the same interests and to join these groups, so that the formation of more interaction between the group and the group. In addition, we also optimize the constructive way, in accordance with the needs of different users to be divided, for example into a group of colleagues and friends, interests groups, trade exchange group, group games, so that the group can play a greater role in various verticals. EW: QQ always been good grasp of young people, do you think the latest generation of 90 Internet consumption habits, the young generation to keep up with what would be different spending habits Air Jordan 14 Retro Mel:? Past consumption is relatively high concentration of young people, such as 2005, 2006, when consumption of young people focus more on the game, especially severe game. As the Internet diversified development, as well as the popularity of smartphones, consumption of young people more diverse, light casual games are increasingly popular. These young people can accept payments on the Internet, but also used the virtual consumer value-added products. EW: from product design, QQ how to further curry favor with these young Mel:? We want to live platform QQ become a trait with entertainment, so we do personalized skin and bubbles, allowing users to experience the fun from communication. We in the new version, there will be a greater change the interface, it will be more agile and colorful. Most young people do not like is immutable. EW: In the business for cash, you can use simple words describe the future direction of mobile phone QQ do Mel:? From the mobile Internet, the business model is still being explored. The nature of social software business is life scenes, communications, social, O2O, games, e-commerce and so on. In fact, members such as QQ value-added services has been a very successful commercial samples. QQ members monthly series currently has 50 million users, contribute billions in revenue a year, and is still solid growth. QQ core business value is that it has one of the largest and most active, has the longest history and habits of the population to pay, with the linkage cell phones and PC terminals, will erupt more energy. EW: every day you have to spend a long time on social media do Mel:? Yes, mainstream social media I have in use. My QQ group information many are 99+ tips to quickly deal with this information selectively to see. EW: What are your favorite App Mel:? QQ, micro letters, Jingdong shopping, public comment, Evernote, and Tencent produced some App, such as Tencent map. EW: recommend a past year, do you feel better App. Mel: Air Travel crossbar count one, do not say the best, but the practicality is probably the best because it has the exclusive data, I just enter the phone numbers of all the ticketing information will be displayed, and each flight will There are reminders. Another is Tencent out Zishuagu, I suggest that you can use it, it is a good product. Another possibility is that we recently play more of \u0026 mdash; \u0026 mdash; a secret, is a very interesting social application. EW: For entrepreneurs, in addition to unfamiliar street, micro-channel in the mobile social you think will have the opportunity to do Mel:? Definitely have a chance. Embrace the mobile Internet is not simply something the PC moved, but to do creative on the phone. There are many unknown market opportunity waiting to be discovered. EW: 4G mobile which will bring new opportunities for social Mel:? 4G I think it will bring a new way of content. For example QQ you now can see us in more than voice and multiplayer video on this attempt we did a lot of input. In fact, this PC era with the development of a number of similar, PC is to use narrowband then broadband, narrowband, when you made this text, and then to the broadband when you begin to send pictures, that broadband when you start having more videos experience. PC era but there is a problem that is not originally owned PC camera and microphone, but they will naturally be on the phone. In the above we can actually create some new experiences. Or just to say, do some phones do not do things on the PC, rather than simply porting PC era IM functionality. EW: Is there you appreciate the business leaders Mel:? Ma, I greatly admired an excellent and pragmatic business leader. Huawei Ren Zhengfei, I also very much appreciate. China can do in the international arena such as Huawei have such a big influence on the company, very few. If IT farther away, Chu Shijian, also very worthy of respect and a businessman. Although he has more than 80 old, can still clinging to focus on one thing and do it well done successfully, I think this is the entrepreneur or entrepreneurs who are very rare kind of spirit. EW: What is your favorite kind of product manager Mel:? I think the first one is observant product manager qualities, he was able to observe very carefully and look at every thing, and understand the value of this thing, understanding the core point of this thing Where; second point is systems thinking, not simply to see and hear the user to express their demands, but constant attention to user feedback, Air Jordan Others from which to explore what the real user demand; third point that I think have a product manager a calm mind, independent thinking. Many times you will be overwhelmed by the pressures, or be confused by different information, say this thing is fire in the market, you can do this thing crossed, the market tomorrow say that thing is fire, you do that crossed things that you can not grasp their own direction, following the Information or the media on the go on the market, this would Nike Air Yeezy certainly not be good products. In simple terms, product managers need to do three things: they clearly see where the user is, what his needs are, how I like to meet the needs of users. EW: Tencent how to develop a product manager Mel:? Tencent mature training system, there are different training courses, but I think this is just one more practice at work. Tencent has an internal often use the keyword is \u0026 Kids Nike Trainers ldquo; PK \u0026 rdquo ;. People at different levels in different sectors, everyone in the group discussions, or at the meeting, can PK discuss a problem. Product manager, not the boss said to the east when the nod to follow, but need to have their own independent thinking, not afraid of disagreement with the boss, the boss can persuade PK. EW: Are you out from Microsoft, do you think Microsoft and Tencent What is the difference in the company's culture Mel:? Each company's culture contains its own gene product, Microsoft is a company attached great importance to write e-mail, I remember when Microsoft China, please come and do Chen Motorola CEO, Motorola generally do things by phone, Microsoft's e-mail culture not accustomed to Chen. Tencent than through the mail more accustomed to IM (instant messaging) to communicate, when needed to discuss the issue on rapid response in the QQ group, quick decisions. One is to write messages of the company, a company is IM, which is something we do different rhythm and speed.