The Millennium Semiconductor Survival Guide.

Chapter 179 New Chat? WeChat! (6k)

Originally, Tencent's success was based on the fact that they found a clear profit model, that is, games, and relied on the huge traffic of QQ to attract traffic to their game business.

Whether it is the QQ show or the diamond aristocratic system, the income of these has become nothing compared to the income of the game.

In fact, Tencent’s earliest game attempt was not successful. It was not until the QQ hall started that it found the knack of tapping the game business. Later, in just one year, the number of users in the QQ game hall surpassed that of Lianzhong Games, which has a history of nearly ten years. .

After the number of users surpassed Lianzhong Games, the snowball effect became more and more obvious. The number of users of Lianzhong Games quickly dropped from one million to less than 1. After this incident, I began to seriously think about a question: If one day Tencent starts to enter our field, can we resist?
Later, Bao Yueqiao, chairman of Lianzhong Games, said at the meeting: Unlike large-scale online games, chess and card games have fixed rules and lack technical thresholds. Players and QQ users are highly overlapped, and Tencent is easy to imitate.

The users at that time also said: QQ game hall and Lianzhong game, whether it is from the game rules to the interface, the distribution of functions, or the prompts, the qq game hall directly copied it. If the user is not familiar enough, it is even impossible to distinguish which is the qq game. , which is Lianzhong Games.

Tencent's game kingdom reached its pinnacle after Tencent represented "Dungeon and Fighter" and "Cross Fire". These two games have brought huge profits to Tencent.

But now the situation is different. With Riot Games at the forefront, after Riot Games enters the Huaguo market in the future, it will be difficult for Tencent to replicate their success in the game field. When the traffic of players is monopolized by Riot Games and they have a future vision, If Tencent can cut off popular games in China in advance, even if Tencent can make some achievements in video games, the upper limit will become lower.

In such a situation, and Zhou Xin also controlled Tencent, he knew that he needed to help Tencent find a new profit model.

At the same time, he is also confident that if Tencent goes overseas earlier and takes over Facebook's business, Tencent will not be worse than the original Tencent in terms of scale or revenue.

Compared with domestic advertisers, the unit price charged by foreign advertisers is much higher, and it is priced in US dollars.

"Pony, with the bursting of the dot-com bubble and the success of Quora this year, the industry began to have serious doubts about doing large-scale business.

Can more users really bring greater benefits?As a result, advertisers also began to doubt when placing advertisements, doubting whether the advertisements they put on the Internet can really be converted into effects?

In fact, users are always treasures. Whether it is advertising or some other value-added services, users are the foundation of these.

Can qq show succeed without users?Without users, will quora's paid questions and answers and gold picks be successful?
The original method will be questioned because there is a lack of a set of measurement standards. Advertisers place advertisements on the Internet and then use the click-through rate as a reference standard, which is not reasonable enough.

For example, Brand A placed a $100 million ad on Yahoo for a period of one year. During this one-year period, their home page views increased by 1000% compared to before the ad was placed.

It seems that the effect is good, but is the 100 million worth it? How do you evaluate it?No one can tell.

This 1000% increase in page views, Yahoo has data on how many users clicked on the ad link on the page where the ad was placed, and then went to the homepage of brand A.But how much has the sales figure grown?How much of the growth is Yahoo?No one can make it clear.

Moreover, brand A needs to spend 100 million US dollars on Internet advertising, how much to increase sales, this money is worth spending, and no one can explain clearly.

The vast majority of Internet companies today rely heavily on advertising revenue. Internet advertising is a blind box for advertisers, lacking an evaluation system to measure the effect.

This is just the status quo. When online shopping matures in the future, advertisers can directly post e-shopping links, so that the conversion rate will be clear at a glance.

And enterprise QQ, personal QQ and mobile phone QQ, these huge users will become a solid foundation for Tencent's advertising business.

As for how to place advertisements, it seems that advertisements cannot be placed in instant messaging software.

Pony, we have made a mobile instant messaging software during this time, which takes into account both instant messaging and blogging functions.

Since I only have two engineering prototypes in my hand, Pony, you can look at it first, and then Jingyi will look at it. "

Zhou Xin handed the prototype of Matrix to Pony, "The row of applications below the main page of the mobile phone are NewPay and NewChat. NewChat is the mobile instant messaging software we developed."

When people in later generations see NewChat, they will definitely have a sense of WeChat.

Zhou Xin briefly introduced the functions of NewChat, and then used NewChat in his hand to send a message to the account associated with Pony's mobile phone.

"Welcome to the world of NewChat."

Pony didn't feel anything special about NewChat, but felt that the entire interface design was very simple, with only a few buttons.

It is quite amazing to have such an app on the current mobile phone. In the information age when other mobile phones are all composed of pixels, the display effect of Matrix has already given him a delicate feeling.

At the same time, Pony was complaining about the name. He felt that Zhou Xin really liked the word New. Whether it is a payment application or an instant messaging software on a mobile phone, New must be put first.

Li Jingyi's understanding is that this is Zhou Xin's bad taste.

"This will be a new beginning." Pony sent a message back to Zhou Xin via NewChat.

After actually using it, Pony just has a refreshing feeling when typing. The physical key feel of the Matrix mobile phone keyboard is superimposed with the vibration feedback given by the horizontal motor, which makes the typing experience of the Matrix far better than any current mobile phone.

From the appearance, the Matrix is ​​a 26-key mobile phone, which is bigger than a 9-key mobile phone. After getting started, Pony found that the curved frame of the Matrix mobile phone gave him an illusion of thinness.

Holding and typing with both hands is an illusion that the world is at your fingertips.

Newman: "Pony, I originally planned to launch NewChat as a mobile instant messaging software. Now that I have a controlling stake in Tencent, this instant messaging software will also be renamed WeChat. In Chinese translation, it is called WeChat."

"Integrated into Tencent, you can think of it as QQ on the mobile side, which can realize information interconnection with QQ on the PC side."

Secondman: "Okay, I have another question. In my opinion, whether it is WeChat or Xinxin, they are all instant messaging software on the mobile side. I look at it now and it is very similar to SMS."

"I'm just getting started with WeChat, and I have a kind of SMS with more complicated functions."

"Based on this logic, text messages focus on socializing with acquaintances, that is to say, you both know who you send text messages to and who you receive text messages from."

"And QQ mainly focuses on socializing with strangers. No one knows your identity in reality. The proportion of people who can switch from online relationships to offline relationships is very small."

"If we connect WeChat and QQ on the computer side, will there be a strategic positioning conflict between socializing with acquaintances and socializing with strangers?"

Newman is Zhou Xin's WeChat name, and Secondman is also Zhou Xin's WeChat name, but the WeChat name Secondman is now used by Pony.

When Zhou Xin sent messages on WeChat, he sent them sentence by sentence. Pony Ma quickly mastered this trick and sent them sentence by sentence.

Newman: "Yes, so it's called WeChat, not qq."

"What you said is indeed a problem. We need to think about the relationship between enterprise QQ, WeChat and personal QQ, and how to balance and interconnect these three products."

After sending this sentence, Zhou Xin stopped typing. During just 5 minutes of typing, the whole room was very quiet. Li Jingyi could only hear the beeping sound of typing on the keyboard of the mobile phone.

Zhou Xin said: "Pony, you just made a mistake in saying that WeChat is similar to SMS, but there is a big difference between WeChat and SMS.

The only similarity they have is the SMS sent above. "

Zhou Xin raised the phone to his mouth, and then pressed a button: "WeChat can send voice."

About half a minute after sending, Pony received a voice message on his mobile phone. Zhou Xin didn’t need to say that the red dot next to the voice message reminded him to click. new voice.

Pony closed his eyes, and then said in a low voice: "It's really a great idea, it combines the functions of text messages and phone messages.

No, it's not just as simple as leaving a message on the phone. WeChat is an instant messaging software on a mobile phone. Users can reply to other people's messages through this function while doing other things.

Originally, I was thinking about the size of the matrix and the setting of 26 keys, so that users can only operate with two hands.

With the message function, users can operate with one hand or with both hands.

The only problem is that if the voice sent takes too long, the network transmission speed will cause a relatively long delay.

But this is not a problem, the mobile phone has its own recording function, you only need to store the recorded content locally, and then transmit the information from the background. "

Zhou Xin: "As expected of Pony, WeChat really does this. Voice content under 5 seconds is directly transmitted over the network, and voice content longer than 5 seconds will be stored locally before transmission.

Internet is the big problem.

This is just one of the functions of WeChat. It also has a series of functions such as circle of friends, scanning code to add friends, and drifting bottles. "

After Zhou Xin introduced each of them, he said: "This is a series of functions, and SMS is just its appearance."

Zhou Xin has not yet introduced the official account that will be launched in the future. After the official account is launched, the concept of new media will be further extended to more fields.

"So advertisements can be placed in the circle of friends.

In this way, the user's perception level is the lowest, and the user's experience will not be affected, and the goal is achieved.

What we want to explore in the future is the evaluation system of advertising effectiveness and how to accurately place advertisements.

This will be Tencent's core profit source, including enterprise QQ, and it will be our best means of premium in the face of consumer enterprises. "

What Zhou Xin didn't finish was that if Tencent was just an Internet company in Huaguo, then their best means of making money would be games, which have been proven over time.If Tencent wants to go overseas, then advertising will be a better business form.

Facebook can live well on advertising costs in American, and YouTube can give bloggers high cuts with the help of pre-roll ads.Renren and Tudou, Huaguo’s benchmark against these two Internet companies, have no sense of existence. The essence is that the advertising costs in developed countries are much higher than Huaguo.

"What is precise advertising? The search engine we just mentioned is a kind of advertising. Only search engines can do this kind of advertising.

What I’m going to talk about next is another one. I have another company called Riot Games, and now Riot Games has started to place advertisements. Riot Games has an entire team dedicated to research on how to place advertisements and the algorithm for placing advertisements.

We will aim at the user in the Riot Electronics community, active forums, and grab keywords from his past remarks to jointly build a portrait of the user. The portrait mainly lies in how much price games he prefers and which type of game he is most willing to play for. Game payment, and then judge his future payment preferences.

Then, according to the user's portrait, the corresponding advertisement is specially delivered to him.

In other words, on the same page, different users will see different advertisement content after logging in to their account.

Real-time strategy games will be delivered to users who prefer real-time strategy games, and business simulation games will be delivered to users of business simulation games.

This is a precise push based on user preferences, pushing content according to user preferences.

The payment method is also user-friendly. For game developers who purchase this method, we do not charge a one-time fee, but increase the share ratio. Generally, Riot Games takes 30.00% of the ratio. For this type of advertising customers, our share ratio is 50.00% %, some old games even have a share ratio of 70.00%.

In other words, the better the sales, the higher the revenue of Riot Games.

There is another advertising push mode, which is launched by NewPay, which conducts precise advertising according to the user's credit card limit.

Because the vast majority of users bind their credit cards on NewPay, we include the clause that they can obtain their credit card limit in the signed electronic agreement.

In other words, we can know the credit card limit of the user every month and their usage.The bank's credit card has helped NewPay make a judgment on the user's repayment ability and repayment willingness.

Based on these data, NewPay pushes insurance, funds, savings and other services to users accordingly.

This is a precise push based on data analysis.

In the future, Tencent will also explore, which belongs to Tencent's advertising model. If instant messaging is the cornerstone of Tencent, then this set of advertising algorithms is the nutrient for Tencent's growth rate. "

After the delivery mechanism of Riot Games and NewPay was introduced to the market, users did not have an intuitive feeling. They would not have two accounts, and they would not find that the store recommendation content they saw was different from the electronic community pre-roll advertisement.

Those who have an intuitive feeling about this are mainly the advertisers.

Especially game developers, when the marketing team of Riot Games chatted with them, the game developers were all shocked by this brand-new advertising delivery method. Logically speaking, it is a set of meticulous advertising delivery mechanism. The previous open-blind box ad delivery mechanism was much better.

These game developers, at the very beginning, put their previously developed games on Riot Games for sale. These games were originally outdated products offline, and the sales were impressive. The commission of fist games is even lower than that of offline stores.

Later, more and more game developers released their latest masterpieces on Riot Games, and even a few game developers completely abandoned offline channels.

Now that the release mechanism of Riot Games is launched, people still habitually test the waters with old games first. Old games would not invest in marketing expenses. Now it is not impossible to do another round of marketing by increasing the share ratio.

The effect of marketing can be good or bad, just like the free channel of the starting point, with the same distribution mechanism, some novels can skyrocket, while others just have an extra income.But for Riot Games, they will judge whether the advertising effect is good or bad from an overall perspective, and negotiate with game developers.

NewPay is even more exaggerated. When there is no such advertising distribution mechanism, the advertisers offer very high prices, especially insurance companies and fund companies that focus on Internet investment.

Taking insurance as an example, the unit price of American’s car insurance is around $100 per month, which determines their willingness and ability to place high-value advertisements. The monthly subscription payment service launched by NewPay is also popular with insurance companies.

After the Nasdaq bubble burst, fund companies lost their presence, and insurance companies became even more fanatical. After seeing NewPay’s new advertising precision push mechanism, insurance companies immediately thought of using user consumption data to push corresponding premium services.

So much so that when Zhou Xin announced that NewPay was about to raise its next round of financing, Peter Thiel was frightened by the crazy Wall Street investment banks, and everyone came to him if they couldn’t find Zhou Xin. Every day, well-known figures from various investment banks come to NewPay to visit him.

If these big shots on Wall Street knew that Zhou Xin devoted half a day to having a private conversation with Pony, they would definitely feel upset.

After listening, Pony asked: "I can fully understand the benefits of the precise advertising delivery mechanism and its appeal to advertisers.

But how does our instant messaging software analyze user preferences?Unless we grab his chat history.

The problem is that if we grab user chat records, once it is exposed, it will be a devastating blow to us. "

Zhou Xin nodded: "I didn't ask you to grab users' chat records, so this is a topic that Tencent needs to study.

This is also a test for you. I only have a vague idea at the moment. After you go back, you can also think about this issue with the Tencent team. How does Tencent do the precise placement of advertisements.

There is still about half a year before the launch of the matrix mobile phone. During this half year, there are two main issues you need to think about:
The relationship between enterprise QQ, WeChat and personal QQ, how to build a system without affecting the existing business.

The other is how to do Tencent's advertising. "

After Pony left with answers and questions, Zhou Xin took Li Jingyi back to his villa in San Francisco, a landmark mansion in Hillsborough.

"Jingyi, you pick a room at random as your residence here. You treat this as a job, a somewhat special job. After you settle down first, we will talk about it." Zhou Xin said .

After Li Jingyi came out, Li Jingyi, who was dressed in a completely different style from the current American young people, sat on the sofa in the living room. She felt incompatible with the decoration style of the villa.

Zhou Xin got up and shook hands with her: "Today is considered to be a formal employment.

It’s still the point we talked about before, which is your future positioning. You want to be purely a vase, that is, cooperate with me to act as a couple when I go out to socialize. It does not rule out that we will really become a couple in the future.

No matter what, it's just a vase role, and I still participate in my work as a secretary and do some auxiliary work.

Or get deeply involved in a certain part of my business, and then help me manage that part of the business.You need to give me an answer now.

No matter which one you pick, you'll need to act like a good girlfriend in public. "

After Li Jingyi came to American, she listened to a product discussion in Zhou Xin's office. It was an eye-opener for her to know how Zhou Xin thinks about products.

Before coming to the residential area, Li Jingyi was a little inexplicably apprehensive, not knowing what would happen. After Zhou Xin finished her opening remarks, she immediately relaxed: "I hope to be able to deeply participate in a certain business. .

Because I am a complete newcomer, I am not interested in the role of secretary, but I am also unwilling to be a vase. I still hope to participate in the business, learn something, and broaden my horizons. "

Zhou Xin nodded: "Understood, you go to Matrix, that is the mobile phone I showed just now, as a newcomer, you can give some opinions on the product.

Your position in matrix is ​​secretary, doing some testing work.

Because we will get along for a long time in the future, I will dynamically adjust your position according to your performance.

If you have any ideas, you can communicate with me at any time. "

Zhou Xin thought for a while, and then continued: "As you can see, I am very short of people now. Most of the executives of these companies under me are professional managers, and it is difficult to have any loyalty.

I hope that in the future, I can gradually replace them with people I am familiar with, so as long as you perform well, there will be many opportunities.

In addition, let me remind you that after you come here, the most urgent thing is to master English, especially oral expression and listening, which will directly determine your work efficiency. "

Li Jingyi said, "Okay."

English is not difficult for students who can get into Yanda on their own, let alone in an all-English environment.Li Jingyi also studied English for a while before coming here.

Zhou Xin said: "Then take a good rest, the work intensity in Matrix will definitely far exceed your imagination. Although we strictly follow the five-day and eight-hour work system, the eight hours of high-speed brain operation is better than the work without the use of the brain." Twelve hours of work will be even more tiring."

　There is still in the evening, this is to make up for yesterday.

　　Then let me tell you, although there was only one chapter the day before yesterday, it was also a chapter of 6 words!

　　
　
(End of this chapter)