First of all to say, I am not anti-virus experts in the field, so just do some outsiders consider themselves to be a logical analysis.
Zhou Hongyi 360 free antivirus 1, a bloody rivers and lakes. Landlords who had ample food and clothing immediately felt tremendous pressure. In the short-term "free-free future," the voice, these original dominant virus software had to face up to this reality, those who give up their slim hopes.
From the product, I was 360 users, but also very like the free market strategies. It has been such a sketchy analysis of "only in order to free the core selling point, the total number of consumers can not be moved, those paying customers are in fact the most crucial source of profit." However, the remark of the rough is the only over-emphasis on the interests of free point of view. In fact, back in the free, consumers were not only reduce the interest expenses, but also the interests of many other points: eliminating the need to market to buy legitimate software, time and energy, avoiding the trouble of online payment process elimination of paid products can not meet the expectations of concern if these are real comprehensive cost. The actual provision of more than 360 free, as well as save trouble and time, convenient and so comfortable. Every little point of interest can move sizeable population segments, and many points of convergence of interest, then create a strong competitive force.
Of course, the 360 virus is not perfect. But the problem is, paid antivirus software is not perfect things. Therefore, we can say, except on brand awareness and reputation of the factors considerations, just to see products that this is a homogeneous highly competitive field. In such areas, it faces the fierce price war, price war and the ultimate weapon, some are free.
Therefore, we can be so strong that Zhou Hongyi play free banner, it must be well thought out, and I can see two of the main strong point is that: 1, this field, yet strong enough to have enough brand influential role. First-in-Council was not enough long-term vision, no barriers to timely and brand building, and focus on the product of the main campaign points, set up to seize market advantage of the model product. 2, product homogeneity, the absence of innovation, lack of innovation. Because the principle of anti-virus technology itself has not changed a long time, but also those who realize there is no first-Board the importance of innovation in core technology model. Although Cloud is a new beginning, but a discerning eye will know, Cloud actually see the core is not technical, but Gainian, far away, and the actual change is the operation, rather than the core concept of antivirus technology.
So the challenge facing the free act, paid anti-virus software companies are still way be found? Or, Zhou Hongyi has to go its own way, let others no way out then?
I think it's anti-virus software company, is faced with challenges very large,
One might say the point of being forced to Phoenix Nirvana. So many roads that can be selected simply, I see it as the upper, middle and lower three different routes, and I think the road is naturally the best, the worst under way:
Next move: to follow the 360 into the free market, to take an active advocacy efforts to expand market share through advertising revenue or income to maintain co-operation. The reason why this trick to defeat bills, first of all, little access to free anti-virus market, it lost its first-in-Council's existing strengths to lead the way from the camp into a camp follower. Once again, into the free market, while giving the market a positive signal of 360 awareness to the brand value of 360 building blocks. And we know that the field of competition for free, scale-driven competitive advantage brought about will become more apparent, more and more strong strong possibility is very large, therefore, Jin Ru free market, not only short-term needs into the Chengben additional market information, not necessarily long term interests of any graphic. Finally, and most important, is to enter the free market will quickly lose their paying customers have been accumulated, resulting in the loss of vested interests. People say to cut expenditure, I think this move just the opposite, open source of the flow section. Therefore, this move may pay more than fat, the market share of this market is not high, income poor companies. Attempt by changing the camp, to get better than the last position in the market.
The trick: Continue to maintain the existing system of paying customers, while increasing the focus on enterprise customers care, as business users for the future growth of the huge space, the average consumer for the secondary field of competition. This move seems very reasonable, but it ignores several important places. First, the Chinese anti-virus software market enterprise customer market capacity is limited, while the general consumer generated huge sales. General loss of the profits of the consumer downturn, by enterprise users to make up certain difficulties. Second, enterprise-class customers more competitive, more professional and personalized service the needs of an average consumer as the core of the anti-virus software company in transition is not easy, and this competition with a lot of uncertainty, policy and influence decision makers greater
Resulting in increased competition risk. Finally, we must consider the market dynamic to the competition system, once the 360 system in the general consumer base amount of competition Zhong Jian Li, Zhi Yao profitable, its enterprise-level and Jing Zheng Qiang to be necessary in order to reduce operation cost, plus great market share will erode the market enterprise customers. Also, for enterprise-class customers, the brand actually dropped out barriers more vulnerable to general users, product and service quality and technical superiority is the key. For existing antivirus software, these Chinese main land, the number can be sure that their own in these areas can build enough to meet the challenges of the barriers to it?
However, since it is the trick, or feasible. Especially powerful boss who paid antivirus software leader, with the accumulation of capital and talent, you can try to know.
The trick: on the move the best, but most the threshold. This is common sense. Paid antivirus software companies have to carefully analyze their core competitive advantage, that in the end stronger than free where paid. My analysis of random, I think the core benefits actually paid is a good cash flow and operating conditions of predictability. Paid antivirus software model is used after the first payment, and free anti-virus software on advertising cooperation are faced with the recovery of funds where the terms are.
How effective cash flow to create competitive advantage, in fact, need to think about most. This need varies between companies. But I can think of is the best way to expand the operator's vision.
The reason why anti-virus software, 360 free software industry has a strong competitive edge lies in its slow development of core technology products, the homogeneity of fierce competition and the low cost profits significantly.
Therefore, we say that this area is actually in many years "stealing money", the Free will be unstoppable. Has grabbed the money business, with the accumulation of funds now OK to immediately expand the business scope to increase the reasonable product line to stabilize the existing customers. Can be regarded as an additional service through the new way to ensure competitive advantage.
In other words, do not then as a complete anti-virus software industry, anti-virus software in the future can only be a browser or client software or a platform, a feature of a site only. How to use a good cash flow, market position advantage, looking for a new area to build barriers is the key. This area needs to meet several requirements, and existing anti-virus software first with a certain degree of relevance, then, needs good cash flow support the sustainable development of newer technology needs.
I did not insiders, not enough time to study, so easily take 35 minutes, the highest think about. We can extend the concept of antivirus software to a new level. Have anti-virus software aims to "give your computer away from potential danger," Today, our new products will be defined as "to you and you have your computer network from potentially dangerous." The new products not only with anti-virus anti-virus features, also with a new mechanism for SNS Network danger removed. Antivirus antivirus software not only provides a service, also provides an authentication service, through the comparison of computer users with high-level management authority to initiate the authentication system of binding still good privacy. New products not only anti-virus, you can also tell you who those network contacts, lower risk. This system can be used for social networking sites and wedding services, SNS, or integration, can be used and the integration of online games to escape from anti-virus software, this small area, and enter into a competition among the blue ocean.
I do not want to take responsibility for my creative madness. In fact I would say the view is very simple, only innovation can save old paid antivirus software company. NOKIA company's growth to see if you know the history of Phoenix Nirvana is not impossible things.
Moreover, to stress that Sun Tzu also said, "so the army attack plan, followed by diplomacy, followed by the cutting forces, which under siege." In the business throughout the area, nothing but the first for head and work on innovation , is the soldiers ran out cooperation, while also good, but there is no such market conditions, and less desirable is the attempt to maintain the existing market structure and market conduct of the battle line, the most desirable is the go for free software to attempt to capture other well-established city.
