Enterprise Accounts, Tencent’s corporate conspiracy

Finally, it's here, whether you like it or not.

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The value and advantages that WeChat Enterprise Accounts create for enterprises are mainly reflected in three aspects. Let’s analyze them from these three aspects:

First, the mobilization of enterprise applications to achieve rapid mobile office;

In the trend of enterprise Internetization, enterprises need to use mobility to shorten the distance between enterprises, enterprises and employees, and employees and employees, which will make enterprises flatter. Enterprises need such solutions, which can also enable enterprises to complete applications quickly.

Second, it can be directly connected with the original IT system of the enterprise, with low development cost, thus saving costs for the enterprise;

WeChat has brought into play its attribute of connecting everything. For enterprises with development capabilities, the IT department can quickly develop many down-to-earth applications, which will reduce the application costs of enterprises; however, for enterprises without development capabilities, outsourcing to third-party development companies will usher in another round of spring, but WeChat third-party development has already entered a red ocean, and the quality is uneven, and the opportunity is still reserved for companies with power and bottom line. As for whether it will save costs for enterprises, it depends on how the enterprises evaluate it.

Third, it is consistent with WeChat’s existing user experience, with rapid deployment and high application activity.

This may be the biggest advantage of WeChat. It maintains the consistency of experience. It is a continuation of the WeChat application experience. It is also natural to extend to the enterprise market. WeChat first connected people, and now it connects the enterprise system or the application of a third-party company. It is a leap from people to systems, a sublimation. Where there are people, there is the world. If there are no people, where is the world? For small application manufacturers, the platform is certainly attractive. To complete the creation of the platform ecology, please complete the work of attracting people first. Therefore, it is natural for WeChat to extend to the enterprise level, because WeChat undertakes people's social relationships. The decision-makers of enterprises will use WeChat, and the usage habits have been formed. They are easy to accept the launch of related applications, and WeChat has naturally become the entrance.

Combined with the previously open interfaces of WeChat, the enterprise account also opens up functions such as native photography, code scanning, uploading geographic location, voice recognition of the open platform, image recognition interfaces and services, WeChat payment, and enterprise red envelope interfaces. It can be said that enterprises have a lot of room for imagination in the enterprise account. It is not only about collaborative office, but also can complete online services, transactions, field management and other scenarios. This is a good supplement to the previous subscription account and service account, but there seems to be some overlap. There has always been a question, after the launch of the enterprise account, how much value does the service account have? Will it be replaced by the enterprise account?

When the veil is lifted, it is found that WeChat Enterprise Accounts will not necessarily bring about disruptive changes to the industry. However, it will activate a large number of application developers and revitalize the enterprise market. "Tencent sets the stage for developers to perform." This method has been tried and tested by WeChat on subscription accounts and service accounts, and it seems to work.

The ecological chain is actually a conspiracy of WeChat to enter the enterprise market. I have said more than once that Tencent knows that it does not understand the enterprise market, but it knows that experts are among the people. It uses WeChat to provide an enterprise-level entrance to "hold the emperor hostage to command the princes". Existing software companies and developers have to pay attention to the entrance effect of "Enterprise Account". Enterprise Account covers up its weaknesses very well, and then uses the development capabilities of third parties to strengthen its shortcomings, so Enterprise Account sets sail.

Next is the competition from third parties (existing software companies, studios, and individual developers). Faced with a multi-billion-dollar enterprise cake, everyone wants to get a piece of it, and the pressure of competition can be imagined. Healthy competition is good for the industry, or to put it bluntly, it is good for companies. The more competition there is, the more transparent the information is, and companies will be more relaxed and calm in their choices. In this regard, WeChat can "reap the benefits of being a fisherman", but where is the benefit?

1. The previous certification charging model will continue;

2. The charging model for enterprises and developers to promote on the WeChat platform;

3. The future profit-sharing model with application developers;

4. Using massive amounts of data to conduct big data analysis can provide value-added data services to enterprises in reverse.

Those who come on stage are the leading roles, while those who really make money and are in charge are backstage.

As for the industry leaders and entrepreneurs who are currently developing Internet applications in the enterprise market, there is no need to worry. First, they should build a good relationship with WeChat, make full use of its feature of connecting everything, and make full use of WeChat's demographic dividend. Because there are still barriers to entry for enterprise software, it is not easy to make a good enterprise application without a deep understanding of the industry. However, this time window will become shorter and shorter. How to use this time difference to make a name for yourself is the hard truth.