What do small and medium-sized Internet companies mainly do and how to make profits?

With the further improvement of Monternet specifications, the increasing number of service providers and the maturity of users' consumption psychology, the survival and development of newly born small and medium-sized SP are facing severe challenges. In such fierce market competition, how to find a breakthrough and create a unique profit model will be a problem that all SPs, especially small and medium-sized SPs, pay close attention to and find solutions, otherwise they may be eliminated. This paper will start with the design of "killer" classic short messages; Looking for effective market channels; Seeking industry cooperation is a new direction and other aspects to find a breakthrough for small and medium-sized SP. Design "killer" classic SMS, excellent and novel classic SMS products will always be liked by users. And once the operators take a fancy to it, they will even get the active support and promotion of their products. For example, Tencent's mobile QQ, Shenzhen Meisi Technology Co., Ltd.' s SMS safe deposit box and Long Yin Digital's "Magic New World" are all supported by China Mobile. Therefore, the creativity and design of SMS products are very important. For example, when designing Monternet products for games, we should be entertainment-oriented, and innovate, transform and integrate existing ideas. When creating and planning short message products, we should repeatedly consider the novelty, practicability and feasibility of marketing, and follow the basic laws of short message products and the important laws that can make them become characteristic products.

Basic design rules:

1. Designed according to the basic characteristics of short messages: if the number of short messages is limited to 70 Chinese characters, the uplink and downlink of short messages are balanced and reasonable;

2. Conform to users' habits: for example, the input and reply of short messages, the use of long numbers, seamless connection with other technologies such as USSD, etc., everything should be from the user's point of view;

3. Reasonable information fee: No matter whether it is charged by the article or by the month, it is necessary to find a balance between the user's acceptance and the maximum profit of the enterprise within a reasonable range.

4. Ease of use: users should be clear, simple and feasible when they understand and understand the product content and enter the actual operation;

5. Protect users' rights and interests: Help information and cancellation methods are clear, users can decide whether to accept this service according to their own wishes, and can cancel or get further help at any time and place to provide psychological protection for users.

Important design rules

1. product innovation: the name is novel and easy to remember, the content is wonderful, and attention should be paid to product creativity;

2. Consider market channels: when designing products, we should consider how to enter the market and how to popularize and apply it;

3. Intrinsic expansibility: It is best to design products in groups or interactively, which is beneficial to mutual recommendation among users;

4. Reward promotion: The marketing strategy is built into the product itself, which makes the marketing strategy more active and penetrating. SMS products bring users a happy experience. Whether it is the wonderful short message, the wonderful game and the melodious ringtone, it is a beautiful and happy enjoyment for users. In terms of product design ideas, we can abandon the existing classification forms (information customization, phrases, ringing bells, question and answer games, role-playing games, chat games, etc.). ) and comprehensively consider it from a new angle.

For example:

1. Add highlights to the product. Can make the star become the main carrier and publicity hotspot of SMS games or SMS products; Or mix physical factors into products, so that physical objects become game prizes and chasing objects.

2. Absorb all kinds of storylines and folk customs, imitate the corresponding storylines, and let SMS participants interact and entertain themselves.

3. The combination of various wireless technologies such as location+game+chat service will definitely give users a brand-new experience and turn chat communication into games.

4. Create a brand-new and unified corporate image, such as the innovative bubble cartoon image of PR Newswire, which is worth learning from small and medium-sized SP. To find effective marketing channels, we should pay attention to many marketing factors: target users, market positioning, packaging, marketing channels, sales strategies and so on.

Among these marketing factors, market channel is the most important one, because whether potential users can obtain product information will determine whether products can be widely known and used by users. Even simple and outdated SMS products can earn income through appropriate market channels. After all, every SMS product can find its own users in the market. At present, the marketing channels are mainly concentrated in: short message group sending and community broadcasting; Business hall display; Distribute leaflets; Request for books; Media channels such as newspapers and periodicals have limited market resources. Whether SP can seize the most favorable marketing channel will determine whether the company's products can have preconceived competitiveness. Whoever owns this resource will win.

At present, SP obtains market resources in the following ways:

1.SP itself is a traditional media: for example, the three major portals, Yunnan Daily, and Sunshine Plus have deep media relations. These SPs are born with these publicity advantages, and their products can enter the market quickly and effectively.

2. Operator support: For example, Guangdong Mobile bought out some newspaper pages in addition to its own resources to support SP's excellent business. SP is supported by operators, which is a very important publicity channel. See below for details.

3. Cooperation with the media: SP cooperates with the media in various forms in exchange for media promotion resources. For example, Jiangsu Diandiantong cooperates with various media (newspapers, TV stations, etc.). ) Very successful. As a classic case of this cooperation, it is worth learning.

4. Find the right media and put in the right advertisements. The promotion of short messages is centered on market channels.

Existing short message products need to find suitable promotion channels to achieve the expected results; Conversely, aiming at the potential users touched by the channel, designing corresponding short message products can achieve the best marketing effect. For example, publishing ringtone pictures in popular monthly magazines and downloading them will definitely achieve a stable download volume during this period. Sending text messages and ordering songs on the radio will definitely be an instant hit.

Repeatedly publishing the same SMS game in the same newspaper in a short time will continue to attract users' attention, and its registration volume and SMS traffic will continue to rise. Let the market speak and realize1+1> Whether product-oriented or marketing-oriented. What is really important is to combine product design with marketing strategy closely, so as to achieve the purpose of 1+ 1 >:2. After planning the SMS product, waiting for the marketing manager to push the product to the user is very direct, but it is also stupid. When setting the users of products, we should consider their market and aim at the main target users, so that the product design can be targeted; The user interface of the product (that is, interactive short message sentences) should be designed according to the habits of the target users, so that they can experience the most suitable service; When designing the use of products, we should also consider the choice of media, how to make users try, accept and love them to the maximum extent, and strategically adjust the design ideas, processes and registration methods of products.

Of course, marketing strategy can also take the initiative to fine-tune or combine existing products to win users in the most ideal competitive state. For example, when we find that some people's chat content is biased in a certain direction, we can establish a single service category as a condition or classification standard based on it, open it to more people and guide the market. Another example is to package all kinds of short message products (ringtones, pictures, phrases, games) according to crowd attributes (including gender, age, social class, etc.). ), festivals, major events and other characteristics, tailor-made for all kinds of consumers all kinds of short message services, even MMS services. Seeking industry cooperation is a new direction. With the increasingly fierce competition between SP, the homogeneity of SMS products is becoming stronger and stronger. Some SP will actively expand their ideas to other industries, transforming from a single SMS entertainment product provider to a wireless technology provider, a SMS transmission channel provider or a combination of the two. It will be an inevitable trend in the future to transform traditional industries with wireless value-added services based on short messages and provide them with information exchange methods anytime and anywhere. This not only greatly improves the informatization level of traditional industries, but also brings considerable information fee income to SP. Media industry (such as broadcasting, newspapers, television, etc. ) is the first industry to transform SMS.

In addition, it can also be used in eight industries, such as education, finance, transportation, quarantine, electric power, talents and retail. It can be seen that the competition between SP will gradually change from the existing product market cycle to the competition of industry selection and access platform qualification. The sooner you set foot in this field, the more you can gain the first-Mover advantage. In addition, improving word of mouth, designing excellent products and winning the support of operators are also important means for small and medium-sized SP to make breakthroughs. For small and medium-sized SP, if it can become a typical application under Monternet brand, it will be of great benefit to the development of its own enterprises, because operators will provide free media support and other publicity resources such as SMS group sending, newspaper soft articles, community broadcasting, business hall delivery, phone bill folders and so on. Among these resources, SMS group sending and community broadcasting are controlled by operators, which are very effective propaganda means, but the resources are limited, so they become the focus of competition among SP.

From the experience of Monternet operation in various provinces, small and medium-sized SP must meet the following conditions in order to get the support of operators:

1. The company has a good reputation and the communication between the two parties is reasonable and smooth;

2. Excellent products, reasonable business process design, and no fraud to consumers;

3. It can be a typical application to promote Monternet brand development; 4. It can generate a large amount of traffic and bring economic benefits; Of course, we should also see that the support of operators is only a condition of marketing, not a necessary condition. While actively striving for the support of operators, small and medium-sized SP should not rely too much on operators, but should pay attention to the further exploration of its other advantages. In short, when thinking about its own breakthrough and development, each SP should base itself on its own advantages, adhere to the goal of taking users as the center and developing characteristic services, strive to achieve the coordinated development of products and markets, and finally get out of the vicious circle and enter a benign track. In addition, compared with large-scale SP, small and medium-sized SP has the advantage of flexibility, which can follow the market trend, quickly adjust the strategy, seize the right opportunity and achieve rapid growth.