In the era of scene social networking, you need more than instant messaging

In the book "The Coming Era of Scenarios", the following view is expressed: "The Internet competes for traffic and entrances, while the mobile Internet era competes for scenarios. The era of traffic relying on PV has passed, and the era of scenarios based on scenario triggering has arrived". Combining the five technical forces of mobile devices, social networks, data processing, sensors, and positioning systems, there are more and more services built based on scenarios. Most of the awesome companies today are also companies that build services or provide products based on scenarios. For example, Xiaomi plans to build a life scenario with mobile phones as the core; Didi builds a service scenario of convenient travel; Meituan builds a consumption scenario that connects online and offline...

It can be seen that the advent of the scene era has profoundly changed and influenced the development direction of the industry, and the social field has also entered the scene era. Looking at the development history of social products, we can divide social products into three categories: the first category is acquaintance social networking, the typical representatives of this category of products are QQ and WeChat that everyone knows; the second category is stranger social networking, the typical representative of this category of products is Momo; the third category is relationship social networking, which is various SNS websites. People not only communicate with their friends, but also with friends of friends, so that their social relationship chain can be expanded.

Today, with the advent of the scene era, the fourth type of social product has also made its grand debut, namely: scene-based social. This kind of communication takes place in a specific scene, not for the sake of socializing. There is an obvious difference between scene-based social and the first three types of social, that is, the first three types of social are all for the purpose of socializing, and social ability is the core of the product; while scene-based social ability is only a means or an indispensable link in the product, such as enterprise IM based on internal communication scenes of enterprises, its ultimate goal is to improve the work efficiency of enterprise employees through communication. In today's mobile Internet era, almost all apps are created based on a certain scene, including O2O apps, medical apps, education apps, game apps, etc.

However, although scenario-based communication is essential in these apps, it is not the only way for the product to attract users. The unique core competitiveness of each app is its best weapon to attract users. Therefore, if these products want to build a complex IM system, they must spend more manpower and material resources than the core capabilities of their own products. In this way, it is inevitable that the priorities are reversed. At this time, through the help of excellent third-party cloud communication manufacturers to build their own scenario-based social capabilities, enterprises can invest more limited resources and energy in the research and development of the core capabilities of the products. At present, most cloud communication manufacturers on the market only focus on the capability of instant messaging IM, and judging from the future development curve of application products, the simple instant messaging capability cannot meet the social needs of products.

For example, for many current mobile apps, the mainstream communication needs are mostly IM capabilities including "sending, receiving, and storing multimedia messages (including text messages, voice messages, picture messages, emoticons, attachments), as well as group management and group messaging." In certain specific scenarios such as medical and financial, point-to-point audio/video calls are already considered necessary communication capabilities. At the same time, as the user base continues to expand, users' dependence on the social circle within the product is gradually increasing, and the familiarity between old users is also gradually increasing, and more functional needs will be revealed. Multi-person audio and video conferencing, multi-person real-time intercom, VoIP calls, etc. will all become mandatory options. It can be seen that what enterprises need is a more comprehensive set of IM capabilities, that is, a partner that can provide full mobile communication cloud services.

As the first open platform in China that provides full communication capabilities, Ronglian Cloud Communication (www.yuntongxun.com) provides IM capabilities including: instant messaging, real-time intercom, group, point-to-point audio/video, audio/video conferencing, etc., which can be called by enterprises on demand in the form of API interfaces or SDK packages. At the same time, cloud communication can also provide enterprises with multiple single capabilities in the form of a development package to minimize redundancy, make development simpler, and minimize the cost of enterprises in building product social circles. In addition to the IM capability set, cloud communication also provides call, SMS, smart IVR, call center and other function sets to meet the communication needs of partners in different industries.

If we compare each App product to a three-dimensional graphic, then scene-based social networking is one of its "surfaces", and a full-capability open platform can provide enterprises with all the detailed communication "lines", allowing enterprises to simply outline and complete the drawing of the scene-based social networking "surface" in the most convenient way.