In all are "micro", and all available pieces of time has been continuously developed, so that attention to the unprecedented economic point of amplification
"International Herald Tribune" reporter Zhao Changchun, Shuai Rong, Zhang Haowen from the bottom of Helsinki, Beijing 7 am, eyes open, look to it, and check the private letter.
8 to 9 points the way to work, play "an angry bird", or "ninja fruit" and "Zombies."
Nine to five, and constantly refresh the phone, through the private letter asking colleagues topics, interviewed the letter through private contacts, micro-blog on the way to see who said what he will upload some photos and fun things. Letter will be used at any time during the micro and friends, working partners communication.
1800 to seven, to work on the road, playing "an angry bird" and other games.
At night, use, watch television and so on clearance, and constantly refresh, forward. Before going to sleep on the microblogging Daosheng "Good Night."
"Every day I start living by the micro-Bo, by the end of microblogging." Stations in Beijing to do a part of Tingting director insisted that he is not "microblogging control", even though the day was in line with her "microblogging control" of various features. Her life has been without phone, "always with a charger."
Microblogging, micro-games, micro-letters ... When more and more things been dubbed the "micro", we live in a time seemed to inadvertently become a "micro-age."
A variety of "micro" account of life
"I was actually forced to, people around so they come to me through the micro-Bo, I can constantly refresh." Ting said with a bit helpless, whether their friends or colleagues, interviewed, are used to it, and at her side, almost "all the people were micro" state.
She can not tell when this change occurred, but the micro-time to change her life is indeed false.
"I have to leave a message." She told reporters a little mysterious, the most fiery of the "micro-letters", "just like radio, like" can two people can talk a few people at the same time, the text can also be is the voice, you can also send photos.
Her life around them almost all in varying degrees, been a variety of "micro" change and occupy, as "an angry bird," this single game is the most common. In addition, mobile shopping, micro-fiction, using a mobile phone stocks are also many people.
"I have a friend working pressure in the cell phone tops the shopping software, free to go up, just looking through to see right on the next one to buy." Ting said, this year January 1 to the present, friend online shopping has spent more than 90,000. In other words, in addition to food, he has almost all of the purchases took place in the Internet, far away from the mall.
Tingting's living area in addition to, more of "micro" change things is occurring. Such as financial, Internet and other industries are popular "micro-recruitment", is through the microblogging recruitment and job-seekers to write a "micro-resume" variety, enough to support the eye.
Just knew it, the traditional life trajectory is quietly becoming blurred, daily life has been deeply marked with "micro-time" mark.
"When the flow of information in the form of change, and attached to the top of the human, financial, and material will change." Internet critic Xie told the "International Herald Tribune", "change in the way of communication between people, will eventually bring changes in the way to commercial exchange, we now are in the early stages of information revolution, the new social division of labor has begun, these changes will eventually be fully reconstructed society. "
Bird myth on behalf of the business model
Community will be re-constituted to look like, we can not imagine. However, "micro time", the great change has taken place, such as the business model. "Angry Little Bird" is an example.
A group of angry staring eyes, rounded shape of the bird in retaliation for stealing their eggs Green pigs, their own bodies as weapons, rushed to attack the fortress Green Pig, and ultimately regain eggs. Rules of the game is very simple, the player will be ejected slingshot on the bird, hit the Green Paper will be able to pass all the pigs.
This game is almost in line with all the "micro-time" features: a simple, inexpensive, time-consuming short. Game developers in the design, to fully comply with the "micro time" to "micro-culture" needs to give up the past, favored a more complex version of the game and replace them with a simple plot, no Raiders, shorter load times can be extended to different devices, but they operate like the iPhone designed specifically for small game. Allow people to use other cars, take the subway, walking and other pieces of time, anywhere can easily play a few minutes.
The game was almost in the design process was abandoned. Once, the founder of game development company Luo Weiao occasionally see his mother in the kitchen inside the roast turkey, while casually playing the game. He immediately realized that, even playing handheld video games never have for my mother, "an angry bird" interest, and that is it! As a result, thousands of times through eight months of repeatedly modified to improve the "angry bird" will be the final word.
Only chubby, no legs, will not fly, but it sounded angry birds and Green Pigs struggle occupies a lot of people from the debris of time. Available from the end of 2009 to the present, popular worldwide. Currently, the total has been downloaded more than 200 million times in the world with 75 million avid fans.
The success of the game, not only from the designer for the "micro-time" features to grasp, but also in Luo Weiao company's innovative business model. As cash-strapped, "an angry bird" no marketing budget. Luo Weiao company's marketing tactics are: First, Apple's move as soon as possible to recover the investment, will set the price to the lowest (only 99 cents per download fee), not only to the user at an affordable, turn left most of the profits Apple.
Then, they use the "anti-traditional" marketing model - word of mouth marketing, word of mouth that the old way. In Finland, the local promotion of "an angry bird", the Luo Weiao all employees are buying, and encouraging their friends also buy the game, and then recommend to friends of friends and relatives of relatives. With this approach, "an angry bird" sales in Finland soon reached the top 10. According to Luo Weiao's chief marketing officer, the "angry bird" download rate is completely organic growth. Players to discuss and recommend, so that the "angry bird" spread rapidly in the Internet world.
In addition, Luo Weiao company attaches great importance to interaction with the user, creating a unique "interactive marketing" mode, to maintain communication with the user. Provide free and regular updates, so that the players continue to upgrade and continue to learn from each other and talk about the game. Luowei Ao's office in the lobby, a considerable part of the employee responsible for interaction with the user, serious reply every e-mail users, and timely feedback to the R & D user comments and suggestions. Luo Weiao companies are very concerned about the idea of the user, using the user's reasonable proposals for continuous improvement and innovation. For example, the Phoenix Bird lit Green Pig fortress design, is the adoption of the players out of ideas.
Who take the "micro" bus
In China, to adapt to micro-time, to create such as "angry bird" myth of the company as there does not appear, however, is more and more companies take such a train: iPhone4 to 3G by fire one of China Unicom, through the microblogging get "new" Sina developed a micro letter, so many people leave messages Tencent ... ...
The media survey found that in Sina Bo registration and qualification review by the relevant company has more than a thousand. Wahaha, the side too kitchen, IKEA, Starbucks, Chanel and other major brands are earlier by Sina Bo official certification, and gathered tens of thousands of networks "fans."
In the business of micro-Bo, in addition to merchandise, promotional activities, information and other traditional advertising messages, as well as corporate sales feedback, tracking services and some social hot comments, greetings personalized information.
E-commerce experts Lubbe said, microblogging attention and influence should not be underestimated, traditional advertising and marketing the output of individual information for consumers gradually visual fatigue, coupled with microblogging marketing costs low barriers to entry, virtually no cost, This has led some businesses smell a business opportunity. Many enterprises through the open microblogging, microblogging field to promote their brand influence, many companies microblogging is becoming a new way of marketing.
The shopping site is not miss this opportunity, an industry source told reporters in e-commerce, mobile client development, "the momentum is very fierce," Taobao's self-not to mention mobile phone shopping, where customers such as shopping sites, Customer orders by phone, nearly 3 million single month.
"Micro-time" does not affect only the company's eco-business, it makes another form of cultural products to appear, such as micro film, micro-fiction.
"When we found that people do not have time to read 40 minutes or longer video, we will think, why not make it shorter?" Youku Chief Editor Zhu Xiangyang the media says.
Christmas Day in 2010 launched by the film starring actor Daniel Wu just 90 seconds long movie "explosive" almost "micro-film" a landmark: the Film Session of the total micro-movie popularity.
School of Journalism and Communication Tsinghua University Professor Yin Hong, executive vice president, said micro-film that is sure to be a lot of copy, and will drive the Internet industry is more intense competition.
The industry believes that, whether it is "an angry bird" type of mobile games, or microblogging, micro-film, and their success are derived from the "mobile Internet era," provides new opportunities accurately. The use of a return to philosophy, to meet the "micro-time" audience psychology, all available pieces of time has been continuously developed, so that attention to the unprecedented economic zoom point.
According to the DCCI Internet Data Center forecasts that China will not repeat the actual Internet users to independent micro-Bo 2011, 2012, the end of 2013 is expected to reach 100 million, 168 million, 2.53 million people.
This large data set, in any business-minded people's eyes are huge business opportunities. Perhaps, the next or the next group of "angry bird" will appear in China.
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