Last year in May from a high-profile entry into Microsoft's MSN China has nearly one year. Over the past year, MSN Services under the domestic users of widespread concern and sought after, and its unique mode of operation and rapid growth, to bring the domestic portal site is not a small impact. Data from third parties, domestic MSN usage from less than 40% to 60% last year. At the same time, Microsoft's upcoming release of Windows Live is subject to the parties concerned, as the Microsoft one of the most important strategic release, Windows Live MSN in turn to take to where? To what impact the Internet industry?
Recently, the Executive director and publisher of this newspaper gold feathers with Microsoft (China) Co., Ltd. Deputy General Manager and Director of MSN, Greater China, Shanghai, U.S. Blethyn Luo, general manager of network communication technology in China on MSN development strategies, and conducted exchanges Windows Live strategy.
MSN in China need to achieve win-win situation
Microsoft's MSN in China, aware of their development needs with partners, industry and common development and achieve win-win situation. Future strategy will be to strengthen such cooperation.
Kim Yu in: Microsoft's MSN last year to China in May to nearly a year now, and at this stage of development, you are most satisfied with things? The most profound and most could get out of the event to share with others what is?
Luo: most satisfied with the support of users, MSN users to upgrade capacity in particular: the Internet users increased from 3,000 million in the beginning to the present more than 6000 million instant messaging users and e-mail users have a significant increase.
It is difficult to say what a thing is a milestone. MSN in China's development is a process of accumulation. If you really want to say which event the deepest feelings, I feel in touch with the advertisers, when there are few activities I am very excited. In addition, I have been partners with the portal done with several in-depth discussions with our partners feel the same, on the face of market opportunities to be full of confidence, but they make our hard work started late in the adverse conditions despite the current market has a place. Last year, a selection, we integrated the most influential in China among the dozens of doors in the list.
Kim Yu in: MSN portal into China is a relatively unique way - to take an integrated approach. A year later, your cooperation on this kind of evaluation? Such cooperation is expected to achieve it?
Luo: This cooperation exceeded my expectations. Either from the user traffic, user feedback, and our partner satisfaction, have exceeded expectations. Through our partners, sincere cooperation, and very quickly elevated to such a service level, which has a significant leap for the future, other large Internet service providers to enter the Chinese will have a good reference value.
In planning the development of MSN in China, Microsoft aware of their development needs in the market with partners, industry and common development of the road, not just their own to achieve success. Microsoft's development must be able to promote the development of the industry and promote the use of the computer users, the ability to increase the use of information services, but also the need to promote the industrial chain, both upstream and downstream are to be fully developed, this business can really into this industry.
Kim Yu in: Recent large-scale recruitment MSN, in particular to expand their editorial team, which is co-operation strategy will mean some adjustments and changes occur? Development in Web2.0, it is important that users, individuals directly involved in content production, do you think about this trend?
Luo: Facts On the contrary, we will not change this cooperation strategy, the strategy will be to strengthen such cooperation. Now what is the Internet's most scarce? Like the movie "A World Without Thieves" in the phrase classic lines - the most scarce talent. We are now through the MSN platform, through a number of more attractive ways to attract some good people. These personnel will be sent to the partners there, relying on their past experience in the Internet, to help our partners to improve the level of Internet content editor, enhance their level of production of Internet content and the release level. We also hope to further help them to improve the technological level of Internet publishing. Partners from all that makes the Internet and improve their ability to have the opportunity in the first layer of the portal with the competition.
Development of the Internet is now clear that there are two models, one model is the model of pure media. Another model is the involvement of users; these two models in the future is not there is a will replace other types? Not the case. As the Internet is a very rich media, but there is no way to replace the Internet media, television, television is still a mainstream media.
Users on the Internet before actually two ways, one is absorbed mainly by participation in a class-based. The two users in our customer base is also in existence, the latter may be relatively low percentage of users. Now there are 110 million Internet users throughout China, in actively participating in the number of Internet users may now no more than 15%.
IM is just a part of Internet service
MSN and QQ instant messaging services such as local competition there is no positive, since the user is very different. However, MSN will not rule out the future for the younger user base to expand.
Kim Yu in: Many people will still equal to MSN instant messaging MSN - MSN Messenger, how do you evaluate this? You feel in competition with the local instant messaging service, the maximum pressure that?
Luo: Any brand may have been to serve as a guide, many people may contact with a brand when the brand from contact with a service began. Such as we came into contact with Microsoft Windows Start from the contacts, then there is Office, then have a database server, then there are e-mail, these things are made so that the user acceptance process. But from the perspective of user acceptance of the brand, this is a normal thing.
I did not feel like QQ, MSN instant messaging services have a positive local competition. This is because the user base is very different. However, MSN will not rule out the future for the younger user base to expand. The next step is for universities to consider the main user group for this group of young students, we propose a concept - "graduated from school," Actually, we quite frankly called "Graduation from QQ": We want students access to more stable circle of users to share group. In MSN's friends circle can be maintained for a long time, most of MSN contacts built up on the first physical understanding of this tool before them through the MSN link together, these social relations we call "social network", and the relative relatively stable in terms of average number of years a few years.
Kim Yu in: now is not the instant messaging market is actually a fully integrated market, will eventually form a Windows operating system as a dominate?
Luo: We take this matter in a broader circle of view, the two IM more heat, but in terms of long-term development, Internet services, instant messaging is only a part, perhaps next year or in 2006, 2007 In the user is more concerned about is the search, or even more concerned about a blog, or more proactively to their e-mail and even your own schedule, or their social network. These things may be a relationship with instant messaging may also nothing to do with instant messaging, instant messaging services to its Internet service in the future but will reduce the share of importance.
The future there will be instant messaging market segmentation and integration, it is difficult to have a single large, because, after all, the crystallization of each service are our core customers, high cost of the migration of core customers.
Return to nature of Internet services
Windows Live users will put the future core services. Hope to provide a complete, full-service platform - users can get the information he needs, to deepen the relationship between his past, to promote him to pursue his dream to help users achieve their potential.
Kim Yu in: user login MSN site will see a lot of the face of personal service, giving the impression of a personal portal like MSN, MSN is not the position?
Luo: not just MSN, Windows Live is also the future development of the whole ideological orientation: the user must place the core of our service. "I listen to my site", which is MSN services. Windows Live services, is to love him for users, the adaptation service. I think that any of the services the Internet can only solve part of the problem of Internet users, especially in the value of what we call the Internet population, the need for comprehensive services to address these issues.
We hope to provide a complete, full-service platform - users can get the information he needs, to deepen the relationship between his past, to promote him to pursue his dream to help users achieve their potential. This complete service platform that we want to provide users of Windows Live.
Kim Yu in: You described the idea of Windows Live is to use software and Internet platform and services to build the ecological environment or personal life space?
Luo: not built for survival and living space, is to help users to realize his dream in life and living space, because the only Internet service is not enough, but also a matter of life: the need to eat, need to travel, need to see with your eyes need to experience. Windows Live is just a tool, a service platform to help customers achieve these ideals.
Kim Yu in: with 5 years ago. NET than thinking, Live the new changes have been more, why such a change occurs?
Luo: Actually not a business change is the service concept of change. In Microsoft's original seven major business unit in there MSN division, is to carry out specific services to individual consumers, we have been for individuals to provide Internet services. Change the Internet brings its own challenges and opportunities.
In 1994, Bill Gates had to write a letter to company staff, said the Internet come of age. At that time many people actually do not realize the impact of the Internet really bring us what. Now everyone's thinking on the business model, on the periphery of derivatives entered into the nature, the nature of the Internet in the end this is what man.
MSN in recent years, and other Internet companies are thinking about the Internet in the end bring us something. If anything, it is now we understand more fully to the Internet can play human potential, which has not yet been fully excavated.
Last year in December, Microsoft released a new service concept is to have several products to the Live. This is a service platform, in addition to Windows Live, there is Office Live. Internet and software industries are going through such a transformation, from the software itself into a software service, whether the object is for the end user or object is for the ultimate business are changing.
Future services will include what part? First of all, or need to include the traditional thinking of reading-type door, which must be part of the Internet platform services. You may need communication services, in need of social network services such as e-mail and social networking services. At the same time, users need a lot of personalized information services, such as search; users may also be concerned about the security of the system. Now the users are mobile, moving is that we need to support services.
Kim Yu in: Live portal will include fast browsing and access to information, IM communication services, mobile services, and custody-related services with security, this is not the form of four framework Live does the entire service?
Luo: We have instant messaging, e-mail, communication is a social networking service, our portal search services in the information, we still have not released the two services, one is to create green online environment, such as father and son account; also roaming services may be launched some time in the future. In the information service in many service concept will be introduced in the future, such as advertising information services will also be in the future to make it. In the social network where we may also introduce dating service, we will co-partners in the promotion of the digital network.
Jin Yu: In the Microsoft Windows Live strategy, other organizations have what kind of space?
Luo: Any business can have the same idea, with the same concept development services using the Internet to provide users with a platform or service models. Who can do better can be users. However, some service providers may choose to do all their own, Windows Live and MSN will be more to choose partners. Windows Live is a very important concept is the Windows Gadgets, like the Windows platform as a third-party software developers, partners can be based on Live develop the most valuable service to users. Windows Gadgets users can drag to your page, a custom home page in the main service.
Jin Yu: In the Microsoft Windows Live system, and partners to participate? What partners can join to this system?
Luo: First of all, to recognize a few ideas: share our user-centered, innovative service concept for the requested service. Technology entrepreneurship, business model innovation is critical, to ensure the success of our partners. Over the past many people are stressed technological innovation, in fact, this stage of Internet development to the present, relatively speaking, non-continuous innovation in the future can not soon.
In the future development, the business model of innovation, service innovation is more important. In many cases the basis of technological innovation is only part of innovation and truly let the service become better, become a valuable, can be thousands of families are willing to use the service, but also a lot of innovations, including service innovation, business model innovation and marketing innovation. All of these innovations are integrated together to realize innovative services.
I would like to appeal to what, in addition to other aspects of technology innovation innovation. Only these innovations are well integrated in order to create an innovative large country, innovative community, small to innovative services, innovative features and innovative products.
President sentiment: Tell me your demand
Before and after less than a month, Luo had with reporters about two of Microsoft's Windows Live strategy and planning, its importance is self-evident. In two interviews, the reporter was most impressed by the Luo, the Internet and personal life for understanding of the relationship.
"Microsoft itself, there is no Web 1.0 or the concept of Web2.0, we prefer the role of the Internet for the people and understand the problem. The so-called Web2.0 is an Internet-based services."
According to Luo, the description, Windows Live's design philosophy is: All services are individual-centered, is that everyone is the center of Windows Live.
"The most profound relationship with you is what? Is nothing but the most intimate friends and family, Windows Live's purpose is to deepen you and the caring relationship. We usually define this part of the social circle, of course, a circle, including colleagues and friends. At the same time, your needs quickly and effectively access information, Windows Live's philosophy is to help users quickly and accurately communicate information. The information on the different places, so you can use Desktop Search to find the information or use RSS onto you. "appears in the Luo, the Internet is gradually returned to nature: to meet people's various needs - access to information needs, the needs of friends and entertainment needs of ... ... Windows Live is to provide a whole platform, try to fully meet all the needs of the people. Of course, the reporter that this is certainly a gradual process.
However, in the new mode, the user's participation to the development of this platform and the development towards fully meeting the needs direction. "We deeply understand that the Internet is a kind of user experience, Windows Live is a new and improved services. Users have the opportunity to choose and customize the functionality required: the user can choose RSS content recommended device, you can choose to Sina News release On the home page or to the article on their website Tencent, this is completely customized by the user. end our philosophy is presented by the user to develop, as long as the user's needs as a concept, the user will ultimately choose our . "
In the Luo view, what is web2.0, 3.0 or 1.5 are not important, important is the development of the Internet: is from a manufacturer as the main body of the Internet into the user-based Internet. What I see, I have to read what I have to say anything, not what you give me, this is the biggest change. From the leading vendors of Internet users into the Internet led by the single entry into a variety of entry.
Windows Live is that the overall platform to meet customer needs. "Users have to do is state your demand."
Interview Notes: Luo's MSN Complex
"Windows Live promotion we had a lot of resistance here." In the interview, Mr. Luo's sentence beyond expectation. "Many of us have of the verb to MSN."
11 years at Microsoft, Mr. Luo served as a sales representative, partner program manager, product manager, strategic manager and deputy general manager and other positions. Years of dedication to develop, so hard to break away Luo on MSN with the feelings.
"Do not say that our employees, our customers emotionally difficult to let go. Many people have asked after the launch of Windows Live, MSN brand is not no, we say that it is negative."
"Users actually want two kinds of information: one is arranged over the information, the other is user-selected information. Edited arrangements has its own characteristics, any media represent a spirit medium. On the other hand , users will have their own choice, you want to read specific content, and hoped to follow the will of your own to customize and choose. "
According to Luo, the introduction of Microsoft's MSN and Windows Live are two different forms for this: MSN.com is a wide range of information by the presentation over content, Live.com is a user-selected sites. These are two different entrance. However, there are some common services, including search, email, shared space. Whether users choose a site in your search, enter your instant messaging into your mailbox, the two entry are possible.
"We now own to create the so-called fashion, entertainment, lifestyle portal, to provide users with both convenience and also a Windows Live to provide users to select more active, more dynamic experience."
Although the number is difficult to give up some feelings, Luo hope that the two different services to meet needs of different users.