Prof. Dr. Lvbenfu Academy in Microsoft Research Asia Science and Humanities lecture series, the network path of economic development ", vivid description of the current popular long tail theory as well as typical of the long tail phenomenon.
Prof. Lu is nurtured the first network doctor of Economics, but also the famous critic of IT. Next, let's share it in his speech, Professor Lvbenfu partial content.
A .IT industry restructuring
In 2000, the climax of the network economy, the leading role of the manufacturers.
Large corporate it investment for the network economy contributed cash flow and profit from information technology to promote the emergence of the Internet economy and prosperity. However, now the world's leading manufacturers in the information technology investments. This is mainly because their information infrastructure basically completed, it is not possible then continued investment. Instead, the hardware and software industry has gradually given way to a network patterns for core business to vendor-led network economy has turned into a consumer-led. This produces two major gold: one is a network information resources "gold"; the other is the network relationship ring "gold". In the new transition after the network economy, if a company wants to continue to be dominant, it must meet two conditions: first, be sure to comply with the network of economic development of the law itself. Second, be sure to come with the grassroots. For example, IBM, it is now essential to grassroots links, or even put it in the notebook sold it, just like back to and Oracle to market segments. Therefore, from the current development patterns, can in the it industry and network economy while entering the mainstream, Microsoft is a company of unquestioned.
From the user point of view, consumers are gradually shifted from the Internet network.
From statistical data indicate that China now has more than 1 billion Internet users, about 5 million users, and about 1 million net. Simply put, netizens is the contribution of the eyeball, friends of the contribution of content and network operators is to get the value. From the Internet to network operators, network economy to many people the actual value, so they got rid of the bubble economy. Because the value of the foam, it means that no longer exist.
The angle from the aggregation has been a transition to the Web1.0 Web2.0 era.
Technology innovation is mainly around the "resource aggregation". Web1.0 main information in the aggregate, so that the Internet has become a huge media. Whereas the implementation of the Web2.0 Internet interaction, the Internet became an original information platform, primarily through blog (Blog), friends (SNS), custom (RSS), knowledge communities (Wiki), etc. From Web1.0 to Web2.0, network economy business model has undergone changes of nature, Web2.0 has become a source of innovation in the network economy. Grassroots culture into the mainstream of the Internet, as a new generation of entrepreneurs provides a development platform.
2. the long tail of attention
United States the Wired magazine editor-in-Chief Chris Anderson presents nowadays popular long tail theory (LongTail), and Internet-related phenomena like the series next door can pull on some long-tail theory.
Look at the illustration above, the red portion represents 20% of the traditional big customer, we will which compared to a watermelon, competitive, and become part of the Red Sea; Blue is at 80% of small and medium-sized customers; we will which compared to a sesame; Mickle, a blue sea. The Internet is the blue part into your own tail, Mickle, completed the traditional economy cannot aggregate functions. So this is one of the key, how to reduce the transaction costs of seizure of Sesame to network platform and network aggregation effect provides possibility of success. For example, the United States there are two websites, one is a Rhapsody this site, the other is a MP3 site. MP3 stick is pure grass route, cannot like any one record company Agency, only the tail, so soon went out of business. While Rhapsody site checked by 20 per cent of like Jay such big-time Star, the remaining 80% is a grass-roots, but was a success. From here we can see that in the network economy, the head and tail, and not the opposite, completely opposite will fail. At the same time, the blue section is becoming more and more important, the red and blue, just like watermelon and sesame. In traditional terms, we all get red of the melon, you pick me pick, pick the watermelon into the Red Sea. On the contrary, that 80% of Sesame in the past is no one wants, and even some people think that it does not exist. In fact, the value of Sesame added up to a great problem in the pick a sesame transaction costs too high. The Internet brings to our advantage is the cost of reducing picking Sesame, every stooped to pick the cost reduction with sesame seeds.
Let's take a look at Google is how to become a long tail.
Google over the last 20% of the advertising customer facing portal, TV and other media to hit the family's competing for a seat, competition between advertisers. Later, Google introduced by auto form filling become advertisers marketing mode, almost does not exist any transaction costs, inIs picking up the cost reduction of Sesame, the passage of time, Google has become a powerhouse. It also describes the network economy era by manufacturers into consumer age of reason.
Just Google, there are many company's success with the long tail.
So what circumstances be able to form long tail? lvbenfu Professor summarized three principles: first, everything (MakeEverythingAvailable). As long as it is in the Web2.0 platform, consumers need information, can be found, this is the first basic principle. Such as the Amazon website provides tens of thousands of books in the catalog, is a good resource or information aggregation examples. Second, the associated recommendation (HelpMe FindIt). Best-selling head driven the tail of the non-selling. For example, Professor now very fire yizhongtian, then even his ten years ago is not famous books also fire up. This is driven by some of the best-selling non-selling part formed a demand aggregation, the small requirements and popular demand aggregation. Third, half-fare services, or that reduce friction (Cutthe Price in Half, then LowerIt). Through the Internet to scarce and expensive stuff for cheap, by reducing logistics and inventory link and reduce costs. These three principles, resource aggregation, demand aggregation, reduce costs, basic describes the basic outline of the long tail theory.
Want to learn more, please visit talks: http://research.microsoft.com/asia/news/displayarticle.aspx?id=1627
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