上月Jeremy深刻的分析,倒也颇具一格,摘录于此:
"Google has millions of users!" Of course they do. How much do they really know about those users? Do they really have a user database from which they can mine interesting data? If they have one, it must pale in comparison to what Yahoo, AOL, and MSN have.为什么Yahoo去年开始大手笔购进几家搜索技术公司而在前几天宣布使用自己技术放弃与Google合作,一个反面的论调是Google徒有技术而没有稳定的可计量的用户群体,这些不便于管理和维护的客户最终会在Google缺乏技术革新的时候而转向其他服务商.显然Google已经意识到了这点.Rather than try to convince users to start "registering" for Google, why not piggyback on one of the most viral fads going around: a social network application? And, for added effect, make it an invite only system so that you feel special once you're invited.
......If you've been thru the Orkut registration process, you know that it attempts to collect a ton of data about you. The kind of demographic data that marketing folks drool over......
Let's assume that Google internationalizes Orkut and lets it run to the point that it has millions of users registered and active. That's not an unreasonable thing to expect. Then, one day down the road, they quietly decide to "better integrate" Orkut with Google and start redirecting all Orkut requests to orkut.google.com.
根据Al Ries和Jack Trout研究法则,当Yahoo发觉自己不能有效运用"排它法则"(两个公司不可能在潜在消费者心中拥有同一个代名词---对多数人而言,Google就是搜索!),它转向了"感知法则"(市场营销不是产品的竞争而是感知的争夺---这一对企业及其产品的感知隐藏在消费者内心而不是我们想当然的有着根本立场缺陷的致命假设),而这显然是决战搜索未来及延伸市场的关键.
Posted by topku at February 23, 2004 05:42 PM | TrackBack(0)