99, when combined strong lead in the domestic launch of "universal OA (office automation software)", the country's "universal OA" products are also very few, not even recognized by some of the industry.Today, when combined to create strong OA has accumulated more than 4,000 applications units, more than 30 million end-user groups, the largest scale, the "universal OA" has become the mainstream product model, as recognized by many users, has also been emulated by many manufacturers."General OA" success, half due to the applicability of product technology, the other half rely on "channel value added" sales strategy for its achievements in today's market.
General OA, who was home on
Law of development of IT technology has always been: the user needs with continuous product innovation! It would appear that, compared to 90 in the early appearance of "project-development of OA" and after "the complete product of the OA", "General OA" clearlyis in line with the development trend of software technology, as "universal OA" greater than before the applicability of the two, more in line with the broad needs of users, came into being is natural.
In the "General OA" Before, OA application there are three problems.A, OA applications involve a wide range of many people, OA-building unit within the various departments involved, the division of work in different positions, and each person can not afford to varying levels of computer applications; two different individual needs, each unit has a different management modelindividual requirements and processes; third, there is the ever-changing needs.Change management, business process re-application will cause profound changes in OA.Tailor-made "project-based OA" can be very appropriate to solve the first two problems, but ignored the changing needs of powerlessness, the hundreds of millions of development funds and money for maintenance costs for most users the "heart and desire, but not to"."Full product of the OA" On the contrary, it has the absolute low cost, but to meet the user "personality needs" and "adaptive demand" side is really hard to be optimistic.OA application problems as a constraint to large-scale popularization of the three fundamental elements.
"General OA" will be the organization, form, format, workflow, document management systems, access, print format, a comprehensive statistical function to provide custom, sophisticated "universal OA" products typically have hundreds of custom projectsNo programming to satisfy the party and government organs and enterprises of all types of office automation on the individual needs and adaptation needs."Universal OA" OA is the result of advances in technology, as WINDOW eventually replace the DOS system, more versatile, adaptable and affordable prices, creating a sufficient condition for its massive popularity.At present, some large organizations such as the Shanghai Jiangnan Shipbuilding (Group) Co., Ltd., China Oilfield, Zunyi City bureau, Xinjiang Electric Power Construction Company, etc., the use of "universal OA" products to build its internal office automation platform, and achieved good effectfor newcomers played a good demonstration effect.
Channel Alliance, sharing the joy
When a product's market potential is clearly visible, how fast, large-scale technology to the users that OA awareness, acceptance, the potential business benefits of corporate profits into real benefits and user applications, as OA firm size, technologycontinuity of development.At present, most of the OA manufacturers through "direct sales company," "product sales cooperation" to promote OA products, few companies to establish a "channel alliance" strategy, relying on the power channel will "universal OA" industry bigger.
"Direct" mode manufacturers an obvious feature, OA with the main product with largely complementary product sales, product portfolio as an integral part of existence.Products in the user's individual needs, the provision of complete and effective solution to weak; as a service carrier offices and branch offices, can only be sold within the radius of Fangwei marketing and service, service capacity more than the radius of obvious Lieshiimmediate response and market development services so severely limited.
"Co-product sales," such as buy-out, then there is insufficient collaboration developers and brokers defect.The developer the right to sell the product through direct transfer to a particular broker price, product price, pre-consultation, after-sales service rules, standards and cost to develop all alone by the middlemen, commitment, resulting in user applications and the market continued to benefitnormative can not be unified.On the other hand, developers in the market development assistance for a limited channel members, resulting in greater operational risks brokers.
The current "universal OA" the pioneer and leading vendors, generally choose the "space through the creation of value-added partners, continue to optimize the application of user benefit" channel alliance strategy, "General OA" concept of low-cost products quickly spread.Channel Alliance strategy is built on the basis of specialization, expertise for product developers, technology upgrades, marketing brand communications, and channel members through the market, technology, products, training and work closely with all levels, will be the developer of professional and technical competence andbrand value passed to the regional brokers.Accordingly channel members provide local, professional service, sharing product value, and will receive further proliferation of space.
Without secondary development to meet the individual needs of each customer demand for product features and flexibility, making the channel members through a short training, you can master the "General OA" implementation, maintenance skills, "General OA" determined by the characteristics of productschannels, the possibility of alliance.On the other hand, the software application is an ongoing process of optimization, localization services are OA product sales of derivative products, users need to optimize the application of sustained effect, for the brokers to provide further opportunities for product proliferation.
The layout decided to channel the interests and enthusiasm of channel members, advanced concept of the channel for developers and brokers to share "common OA" market cake provides a theoretical possibility, but the channel model into the actual operation, the channels also need a reasonablelayout.
"As the most important channels for customers to have running water!" Universal OA is the first major manufacturers to develop support channels do not conflict of interest between members of the channel network, followed by the channel members to enhance competitiveness in the regional market.Agent and the core agent is a member of the company, General OA mainstream developers in general adhere to their own interests and channel members tied to a chariot, mutual benefit, and even the establishment of strategic cooperative partnership.This proved to be a very effective strategy.
The dual effect of product and channel, the "universal OA" through the golden period of increasingly mature technologies and channels, but also to "universal OA" has the challenge of future capital in China more than 1000 million party and government organs and enterprises andOA Information rising enthusiasm infection, around the middlemen of the "universal OA" also by looking into practical action to promote the rapid development of domestic OA process.