In 2018, I saw 3 operational trends!

Operations in 2018 have actually just begun, but many operators are still in the early stages of operating methods. I hope this article can bring you a new perspective and make your product operations more efficient.

The New Year is over and it’s time to go back to work. Are you like me, still half mentally on holiday? So, while the New Year spirit is still here, let’s look ahead to the operational trends in 2018.

Diamonds are forever! Everyone is familiar with this advertising slogan, but what is a diamond? A hard stone that, if used rationally, has only industrial uses. Not only diamonds, but all gemstones, jade, crystal, etc., if we look at their functions rationally, would be far from reaching their current value.

Why is a stone given greater value because of love? Why does a Buddha statue become valuable only after the blessing of a great monk? This is the topic we will discuss next: emotional operations in the machine age.

Our era

There is a famous law of increasing entropy in physics that has been mentioned repeatedly in the past two years. It means that if there is no external force involved, energy will gradually be converted into a disordered and chaotic state.

The law of increasing entropy applied to our human philosophy can be understood as follows: the future of human beings will also tend towards chaos and disorder, because the transformation of demand for the products we use in our lives revolves around our negative energy psychology, whether it is cars , mobile phones, games , the Internet , AI , food, etc., all the products we think are good are amplifying our negative energy characteristics such as laziness, gluttony, lust, and greed.

The development of technology has accelerated this chaotic process. In the Internet era, we interacted with computers through keyboards and mice, so the growth of the Internet was also based on improving the efficiency of text information. From the initial portal products to search products to social products, the core of the Internet era represented by BAT is based on maximizing the connection and efficiency of text processing.

In the era of mobile Internet , our interactions with mobile phones are through microphones, cameras and sensors, so our current mainstream products naturally become voice products based on microphone processing, such as WeChat , Get , Himalaya FM , etc.; picture products and video products based on camera processing, such as Tik Tok , FaceU, Volcano, B612, Beauty Camera, etc.; map products, game products, travel products, etc. based on sensor processing, which are not listed here one by one.

• Voice products have fragmented our vision. Our organs for communication, contact and even acquiring knowledge have shifted from eyes to ears and then to mouths.
• Camera products have changed our aesthetics. Appearance has become the mainstream aesthetic of this era. Rational people pursue industrial beauty, emotional people pursue humanistic beauty, and there is also the newly emerging Internet celebrity economy.
• Sensor products have replaced our bodies and simplified the processes of food, clothing, housing and transportation. Before, it was an interaction between people. We went to shopping malls to buy clothes, went to restaurants to eat, went to hotels to stay, and took taxis to travel. Now we only need to interact with our mobile phones a few times and everything can be accomplished.

In the next era, there will be autonomous driving, smart wearable devices, machine intelligence, genetic modification, and the Internet of Everything...

During Tmall’s Double 11 in 2017, Alibaba ’s AI robots designed 400 million posters… Alibaba’s Dean of Education Zeng Ming revealed that while the transaction volume hit a new high during Double 11 in 2017, the number of employees decreased a lot, and there was no need to work overtime to complete seemingly complicated tasks. Most of the tasks such as customer service, logistics, product recommendations, and data processing were handled by AI and algorithm machines, which greatly saved labor costs.

Operational trends in 2018

Because of technological changes, popular trends have changed. Going back to the law of increasing entropy means that we are beginning to move further towards chaos and disorder. People in our era are beginning to differentiate, with obvious characteristics but no understanding of each other. The comments that the post-80s generation can’t understand; the separate world of the second dimension…

As our population is divided and jobs are gradually replaced, what the future will be like is not the topic of this analysis. This time we will mainly analyze what cannot be replaced in this era, how to give value to our products, and how to operate products in the mobile or AI era.

The author has previously had a series specifically analyzing how to create momentum, with an emphasis on potential energy, trends and strategies. For operations, what is more important is the advantages. Giving full play to the advantages of products and giving them emotional value is the core idea of ​​emotional operations. Technological changes have also made this era more emotional, which also meets the needs of potential energy.

• Sensibility refers to the feelings and impressions perceived through the senses.
• Emotional operation amplifies the user's feelings and impressions of the product by operating the user's senses.

Emotional operations in the mobile Internet era use the sensory interactions of mobile devices to amplify users' feelings and impressions of their products through the operation of microphones, cameras and sensors.

Therefore, the singularity operation method created by the author divides mobile Internet operations into three types: microphone operation, camera operation and sensor operation.

• Microphone operation: After the advent of mobile Internet, microphone-based voice recognition technology has exploded in the technology field, and a large number of voice products have been born in the product field. In the technology and product fields, competition has become very fierce. As for the operation field, voice operation is still in its early stages. Currently, it is still a special tool for Internet celebrities and big Vs. It is still at a high potential point, and enterprises still have a lot of potential dividends to enjoy.
• Camera operation: Similarly, in the era of mobile Internet, there is image recognition in the technology field, and there are already many image products and video products in the product field. The competition is very fierce. In the operation field, pictures have been fully utilized in the Internet era, while video operation is still in a relatively early stage. Whether it is short video or long video, except in the field of education, there are currently few products that use video operation as the main means of operation. There is also a lot of potential dividend to be tapped.
• Sensor operation: light sensing, gyroscope, gravity, pressure, position, etc. These have too many applications in today's technology and products, but how to apply them in operations? This operation method is more suitable for offline stores or other physical areas. The operation method I have used is to gather the current finished products in a physical area to form a strong user perception, thereby enhancing the experience.

There are many ways to operate microphones, cameras, and sensors. It is still in the initial stage and I hope everyone can explore with me to enjoy the benefits of these methods. Here are a few simple examples that I have experienced and done.

• Voice explanation in WeChat group . Everyone knows that as long as you add WeChat friends, you can create a group. Usually, group invitations that are valuable to users are unlikely to be rejected. Therefore, the operation effect of voice explanation in the group is very obvious. In the existing group, it is also a good idea to ask teachers to share topics that users are concerned about at a specific time every day.
• Uploading videos to video platforms. During the Internet era, the author once created a short video platform. The marketing method used at that time was to put our own watermark on the videos on the platform and upload them to video platforms such as Youku and Tudou. The effect was very obvious. At present, there are so many short video and long video platforms, or all platforms that can play videos, including WeChat, which give videos greater dissemination properties. Therefore, the current era is more suitable for video operations. Of course, you can also choose live video broadcasting .
• The author has worked in cultural tourism project operations before. By integrating various sensor devices, the scenic spot quickly increased user perception. Let me share a brief introduction here. First, through the augmented reality of AR glasses, users can visually experience virtual images in real scenes. Secondly, through the positioning of the Bluetooth base station, it can identify which floor the user is on and which exhibit he is standing next to. Finally, in conjunction with the WeChat official account and mini-programs , after the user moves to each trigger position in the real scene, the content of the exhibits on this floor can be accurately pushed to the user and more AR visual mechanisms can be triggered.

Conclusion

Just like in the Internet era, it was technology-driven first, then product-driven after the technological barriers disappeared, and then operation-driven after fierce competition due to product homogeneity. The technology of mobile Internet is now very mature, and product dividends are gradually disappearing. In fact, the operation in 2018 has just begun, but many operators are still in the early stages of operation methods. I hope this article can bring new perspectives to everyone, so as to make your product operation more efficient.

The author of this article @陈峰旗 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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