1 Is the positioning of 188bet online casino games changing?

WeChat open class 1 year ago，Zhang Xiaolong proposed to be an application number，After 8 months of research and development，The 188bet online casino games (application number) starts internal testing。If you have observed the API provided by WeChat 188bet online casino games from internal testing to now、Changes in background functions, etc.，You will find，It seems that the WeChat team has done more in the past 2 months than in the previous 8 months。

WeChat team has more than 1,000 people，There are at least twenty or thirty people participating in the 188bet online casino games project，If this is a startup project，Obviously a one-year development cycle is too long。Besides，The WeChat team has several years of experience in building public platforms，Such a platform，If pure development，It may be completed in a month or two。

What is the reason why 188bet online casino games took one year to release the application number that was highly anticipated by the outside world?

My understanding is，The WeChat team is also deducing the positioning of 188bet online casino games，In the past year，Especially the 8 months before the internal beta，They may have overturned multiple versions。

1.1 188bet online casino games to take over the service account

Although China Merchants Bank was born on the service account、Day and Evening Calendar、Assistant is here、Yoli Spoken and other excellent service accounts，But 188bet online casino games is undeniable，The service account ecology is far less prosperous than the subscription account。

We can easily find 188bet online casino games，Like a strip、Second update、Xinshi equal company，Through operating subscription account，obtained generous financing，Many peripheral services have also appeared in the field of subscription accounts，such as WeMedia，This company that provides services for subscription accounts has been listed on the New Third Board；For example, the new list，This company has gathered a lot of subscription account data。

The 3 subscription numbers mentioned earlier，They only made a subscription account in the early days，Received investment，But 188bet online casino games hardly hear that many companies "only" have service accounts，Then do well and get investment。

Although we cannot judge whether a platform is prosperous enough just from the financing obtained by a small part of its products，But there is no doubt that，The entire subscription account ecology was exposed、The total amount invested is several orders of magnitude larger than the service number。

If the subscription account was created by 188bet online casino games unintentionally and created a new entrepreneurial ecosystem，Then the service account is obviously the route that 188bet online casino games wants to imitate the subscription account，Put something other than the content，Also connect to 188bet online casino games，Something other than these，It’s service。

What a pity，Service accounts are far less developed than subscription accounts，But 188bet online casino games from a strategic level，those who want to connect everything，If the service account does not solve the purpose of "188bet online casino games connects everything"，Should there be new products to complete this mission?

I believe，This is one of the backgrounds for the birth of 188bet online casino games (application numbers)，It wants to take over the service number，Connect more services and scenarios。

1.2 188bet online casino games to connect new scenes

Use the framework and API provided by the mini program，The developed program experience is better than HTML5，So when the internal testing started at the end of September，There have been many controversies in the industry，Whether 188bet online casino games will replace HTML5，Will it replace the app。These discussions are out of context。

If the App will be replaced，It is definitely not replaced by a 188bet online casino games，Replaced by WeChat，Because we can already find more than 90% of common services in WeChat，No need to download an app。

Not long ago, Zhang Xiaolong posted 188bet online casino games photo on his circle of friends:

You can see it in the photo，In Android system，188bet online casino games can be directly "pinned" to the desktop，Just like an app。Look carefully at this picture，You will find that most of them are products of medium and large companies，For example, where to go、Cat Eyes、Ctrip、Hainan Airlines, etc.。

If we agree，Photos shared by Zhang Xiaolong，Represents WeChat’s expectations for 188bet online casino games at that time，Then，At that time, the positioning of 188bet online casino games was to replace native apps，Let users get services instantly in WeChat。

However，In 188bet online casino games open class，He gave two examples of small programs:

• At the bus station，Scan the QR code on the bus stop sign to know when the next bus will arrive

• At the bus station，Scan the QR code at the bus station to buy tickets，Without waiting in long lines

If we agree，Zhang Xiaolong’s speech，Represents WeChat’s expectations for 188bet online casino games at that time，Then，At this time，The mini program is actually positioned to connect more offline scenes。

I believe，Past year，Zhang Xiaolong himself，188bet online casino games Team，They are all constantly thinking and deducing，What needs should the 188bet online casino games solve?，Meet the needs of which scenarios。Judging from the latest information seen in the outside world，Seems，188bet online casino games hopes to connect more offline。

1.3 A small program that not only replaces the service account but also connects to new scenarios

Actually，From a functional perspective，It is reasonable for small programs to replace some low-frequency apps and service accounts with poor experience，No matter from which angle you look at it，Good for developers，Also good for 188bet online casino games。

On the other hand，There are still many unconnected scenes offline，WeChat looks forward to using 188bet online casino games to connect these scenes，Strategic，Also logical。

The outside world’s expectations for 188bet online casino games are constantly changing，WeChat’s positioning of 188bet online casino games，Also been deducing。From the information seen from the outside，WeChat seems to be more inclined to connect offline。

Why?

2 The applet wants to connect everything

November 2014，Ma Huateng proposed at the "World Internet Conference" that Tencent should "connect everything"，To become an Internet Connector

There is no doubt that the important task of connecting everything falls on 188bet online casino games.

What is connecting everything?

• Connecting people

• Connecting people and services

• Connecting people and business

• Connecting people and things

Connection between people，The first version of 188bet online casino games has been implemented，Currently，188bet online casino games has more than 800 million daily active users，Almost every Chinese person with a mobile phone，Already connected by 188bet online casino games。

The connection between people and services，It is also basically connected to the built-in services of 188bet online casino games through the service account。The services mentioned here include content。We can complete reading in 188bet online casino games、Shopping、Entertainment, etc.。

The connection between people and business，One level is built on services，Another level is to establish payment methods，From this perspective，188bet online casino games has also been connected to commerce。

However, the item is still not connected.

a table、A pen、An air conditioner、A bus、A dog...has not connected with people through 188bet online casino games。

188bet online casino games and Tencent’s ambition is to connect everything，But there are still many items in the world that have not been digitized，Not electronic means cannot be connected。

What to do?

Past few years，We are seeing a lot of “smart devices” appearing，Many startups forcefully put chips into watches、Air conditioner、Bicycle、Water glass、In real-world items such as desk lamps，Then connect to these items through the mobile app。

188bet online casino games seems like this is a good way to solve the problem of connecting people and objects，However，We can’t put a chip in every real-world object，Then，How to connect these items?

An easy idea to think of is，Using image recognition and AR technology，Via camera，Identify objects in the real world one by one，Just like the following "sci-fi" picture:

However，If you have played the AR red envelope recently launched by Alipay，You will find，Computers are far from being able to accurately identify objects in the physical world，Change the angle、Change the light，Recognition errors will occur，188bet online casino games is impossible for us to spend time letting the machine scan all items 360°。

Then，Under current technical conditions，What might be the “compromise” solution to connect people and things?QR code.

Imagine a table、A pen、An air conditioner、A bus、A dog...has a QR code on 188bet online casino games，By scanning the QR code，We can enter the corresponding service，For example, the QR code of a table tells you the place of origin of the table，The QR code of the bus tells you when the next bus will arrive so you don’t have to rush to get on 188bet online casino games，The QR code on the dog records the memories between you and 188bet online casino games...

Seems，Via a simple black and white QR code，We can easily "pull" items from the real world into the electronic world。QR code has become a hyperlink between the real world and the electronic world.

You may ask，Isn’t AR a better solution?QR code is so ugly。But，I just said it，Image recognition technology is not mature；Isn’t it a better solution to use NFC chip?Wouldn’t it be more convenient to attach an NFC chip to each item?Besides, the cost of NFC is so low。But，QR code is cheaper，And，Not every mobile phone can recognize NFC，But maybe every mobile phone in China，There are programs that can recognize QR codes — 188bet online casino games as well，Alipay is also good。

So QR code has become the standard under current technical conditions，The most likely "technical" means to connect people and objects。Behind the QR code，Can be information，It can also be a service，WeChat hopes to use 188bet online casino games to carry these information and services。

From a certain perspective，188bet online casino games is WeChat’s experimental field for trying to connect to the physical world through QR codes。

This explains 188bet online casino games，Why are the two examples given by Zhang Xiaolong，All are offline scenes。

Actually，Based on the functional limitations of the 188bet online casino games，You can also see this bias。

3 Artificial online traffic diversion restrictions

WeChat applet cannot be shared to Moments，Cannot even enter by long pressing the QR code，In other words，Even if you put the QR code of the mini program on a web page or an article in a subscription account，Users still cannot long press to open 188bet online casino games。

Users can only pass:

• Scan the QR code offline

• Search

• Shared by friends

To open the 188bet online casino games.

WeChat artificially limits the online traffic of 188bet online casino games，Enter through active search，Obviously the quantity will not be particularly large，Sharing among friends，The speed of diffusion is also limited，It can be said，WeChat is forcing developers to try offline diversion channels。

This is consistent with 188bet online casino games’s strategy of connecting to the real world through QR codes。

4 Why offline?

If the previous discussion is correct，Then，The emergence of small programs，What needs to be solved is not the experience problem of HTML5，Yes，188bet online casino games improves the experience of web applications，But more，188bet online casino games is about solving business problems。

Past 1 year，Many of my friends in the entrepreneurial circle lamented，Five or six years ago，Build a purely online product，May be able to support a company or even go public，But now，Develop a purely online product，For example, community、For example, tools、such as content，There is not much living space left。

The world of apps has become saturated，We can almost find a variety of apps that meet different needs in the App Store，Every app competes with each other for the user’s time，The competition online is so fierce，A new website or app，Maybe only one user can get 10 seconds of usage time a year。

Facing 188bet online casino games situation,As an entrepreneur，How to get more user time?

Imagine such a picture，Your entrepreneurial project is a book，Your biggest expectation is that users finish reading the book。However，While the user is reading，Maybe you are still reading 188bet online casino games，While watching a variety show，While still eating potato chips，Maybe a 188bet online casino games notification，Let the user leave the reading state，Reply to 188bet online casino games "concentratedly"，Your user time has been "stolen" by 188bet online casino games。

Then，If 188bet online casino games have the power，188bet online casino games can lock all users in a small, airtight room，And can take away all electronic devices and snacks around them，Just give them one book，They may finish a book in a day or two。In this small room，The user’s time is yours。

Or，Your book is attractive enough，Can continue to occupy users’ attention，Users may also finish reading the book quickly。

Or，Can 188bet online casino games prove，Finish reading your book，Users can immediately embark on the road to financial freedom，Users may also finish the book quickly。

In this picture，The book is your product，The small room is the scene，Attraction is the fine service 188bet online casino games provide。

Online，188bet online casino games has become difficult for us to fit users into a "small room"，Let 188bet online casino games only read books，Because when facing the screen，Users have too many choices。

But offline，User’s time can be monopolized by an offline scene，For example, when waiting for the bus，Exclusively occupied by the bus station，While eating，Exclusively owned by the restaurant，Then，If the user time is exclusive in these scenarios，Provide the most suitable service for this scenario，Is it easier for users to use 188bet online casino games、Leave the mobile game，Go to use this service?

In other words，188bet online casino games is possible to share the user time 188bet online casino games occupies with offline scenarios。

As Zhang Xiaolong mentioned in his speech，If you go to the long-distance bus station，You just saw a QR code that you can scan to buy tickets，Obviously in this scenario，You are more likely to scan the QR code than online，This way，188bet online casino games is equivalent to your time being exclusively occupied by the passenger terminal，This ticket purchase product，In this scene，Shared your time with the bus terminal。

Such a scenario-based promotion method，Is 188bet online casino games easier to acquire users than placing an ad online?Actually，The cost of online promotion is already extremely high，And often many promotions only bring one-time users，Many entrepreneurs are already thinking about how to acquire customers at a lower cost through offline scenario-based methods。

The 188bet online casino games mainly promotes offline scenarios，In addition to carrying Tencent’s purpose of “connecting everything”，In fact, it also caters to the trend of tapping offline traffic。

5 188bet online casino games wants the shortest service path

WeChat tries to use 188bet online casino games to redefine the length of the service path。

Last few months，The industry has been discussing WeChat’s definition of 188bet online casino games: ready to use and go、Within reach。This once confused the developers，Because if you use WeChat, you expect the products I make to be ready to use，Then why should I develop small programs?Shouldn’t products find ways to stick to users?

This kind of doubt，188bet online casino games’s because many people focus on “just go”。In fact，Users of good products will naturally come back to use them，No need to use tricks to retain users，Just like Google，You won’t use 188bet online casino games “out of the box” because 188bet online casino games provides you with accurate search results and never use 188bet online casino games again，Opposite，Next time you want to search，You will still open Google。So the question becomes，How can we let users judge that our product is a good product?

User’s time is precious，We want users to like our product the first time they use 188bet online casino games，Obviously, users should feel the core of the product in the shortest possible time，Determine whether 188bet online casino games is what he wants，instead of:

• Open the app and watch ads for a few seconds by default

• 188bet online casino games takes time to register for first time use

• The functions are stacked one on top and difficult to find

Just like writing an article，If the reader does not judge the value of the article in a short period of time，He may stop reading。

So,If the products we make are indeed good products，The problem comes back to "ready to use"，How to let users feel the goodness of the product immediately?

The answer is — build the shortest path.

If we agree，Products that help users save time are good products，Then，Service account is not a good product。

I obviously just want to buy a bus ticket，I need to scan the QR code to follow a service account for buying tickets，After following, I need to spend time looking for the menu to buy tickets，188bet online casino games may also need to register to complete the payment。Why can’t 188bet online casino games scan the QR code and buy directly?Why 188bet online casino games should pay attention first?Why can’t I scan the QR code in Wuhan and choose the ticket departing from Wuhan by default，When scanning the QR code at Beijing South Railway Station, Beijing South Railway Station will be selected by default?

The 188bet online casino games does not have the following function，What it expects，Users can get the service immediately after scanning the QR code，Just like the example given by Zhang Xiaolong in his speech，Purchase tickets immediately after scanning the QR code，No need to pay attention，No need to spend time looking for the buy button，Even，Automatically log in with WeChat account after scanning the QR code，Even registration time is saved。

In comparison，188bet online casino games save users time more than service accounts，Shorten the path for users to obtain services。Users are happy and happy during the whole process，When he next needs service，It’s natural to think of products that have been “ready to use”。

From this perspective，We can infer，The reason why WeChat is gradually replacing service accounts with 188bet online casino games，It’s because the service account has not established a faster service path for users than the app，No user time saved。

6 Scenario-based shortest path

To shorten the path when leaving the scene is to be a hooligan，Wish to give a few examples。

6.1 offline scene

A small program can generate 10,000 QR codes with parameters，Users can enter different pages of the same 188bet online casino games through different QR codes。

Take the previous bus example。Assume a certain city，There are different QR codes posted on the stop signs of each bus at each bus station，Passengers waiting for the bus scan the QR code of a certain bus，188bet online casino games can know the location and estimated arrival time of the bus。

If 188bet online casino games use the service number，Can also generate QR code with parameters，But users still need to click on the link corresponding to the follow and point to enter the bus page。If 188bet online casino games use app，Except for downloading，We also need to enter the bus number we want to find。

Obviously，In the scene where the 188bet online casino games is waiting for the bus，Shorten the path for users to obtain information。Users will like it more。

You might say，Said above，Can’t it also be achieved using HTML5?Isn’t each bus a different URL?Yes，But in this scenario，The experience of HTML is far less excellent than that of 188bet online casino games。

So, 188bet online casino games can shorten the service path in offline scenarios.

6.2 Community Scenario

In the article "The Imagination of 188bet online casino games"，I once said，WeChat mini program is suitable for vertical social products。

You will find，No matter which product it is in，Whenever we establish connections with other people，Almost all exchange 188bet online casino games IDs，Then continue chatting on 188bet online casino games，And rarely go back to the original product。

Because our social relationships have been firmly held by 188bet online casino games。However，Everyone has a need for vertical social networking，For example，I like watching racing，So I want to communicate with other people who like to watch racing；He likes to travel，Want to exchange experiences with other travel friends；Both A and B are fans of Feng Dahui，They want to communicate with other Dahui fans...

Over the past half year，You will find that Dahui often promotes his gossip readers on the official account，Initially，This reader group is based on another app，Later，This app has a 188bet online casino games web version。

You can easily imagine，188bet online casino games is not easy to divert traffic from a public account to an app，Besides，Or divert traffic to a non-essential vertical social circle。

The path is too long and users can easily lose.

Imagine the Grapevine readership，Or there may be a "Maybe Reader Group" which is a 188bet online casino games applet，Users can use it directly in 188bet online casino games，Will the conversion rate be much higher?

If combined with the 188bet online casino games, it can be pinned to the top of the conversation list、Can be collected、Features that can be searched in depth，Will the conversion rate and activity of this kind of vertical social networking be much higher?

So,188bet online casino games can shorten the conversion path of social scenes.

6.3 Collaboration scenario

Similar to the social scene，In the past, we had to use tools other than 188bet online casino games to communicate or collaborate with colleagues on mobile phones，But communication with external partners must return to 188bet online casino games，Information does not communicate well between the two tools，In this scenario，The communication path has been lengthened。

Imagine a company using Alibaba’s DingTalk for internal communication，But communicating with the outside world is still WeChat，Suppose (but it is unlikely) that Alibaba makes a WeChat 188bet online casino games version of DingTalk，All collaboration and communication in this company can be carried out on WeChat，Whether it is the transmission path of information or the collaboration path of employees，They were all shortened a lot。

You may ask，Why making small programs shortens the path?Because most Chinese users spend most of their time，They are all occupied by the "scene" of WeChat，Through 188bet online casino games，Can share user’s time with WeChat。

So, 188bet online casino games can shorten the communication path in collaboration scenarios.

7 3 stages of 188bet online casino games ecology

This article is actually quite divergent，If you have read this far，Then，Let’s go back to the 188bet online casino games itself。

Because I have written a lot of articles about small programs，Many people have asked me in the past few months what 188bet online casino games are suitable for，What should be done，My understanding is this:

• 188bet online casino games is an ecosystem

• 188bet online casino games ecosystem hopes to connect more offline scenes

• The products appearing in the ecosystem will be divided into three stages

The three stages are:

7.1 Exploration and relocation stage

First stage，Mainly focused on the exploration of developers and the relocation of Internet companies。Developers will try out various gadgets on this platform，Let’s see what tricks we can play with。Internet companies will transfer existing business，Copy a copy to the 188bet online casino games platform，For example, Meituan、Ctrip, etc.。

At this stage，There will be various products surrounding the 188bet online casino games ecosystem，For example:

• Outsourcing

• Service for quickly assembling small programs

• Training (for example, possible academy)

• Statistics (such as Aladdin)

• Advertising Alliance

• 188bet online casino games store

At 188bet online casino games stage, everyone is exploring.

A digression，I think mini program stores don’t make much sense to users，Because the acquisition of 188bet online casino games should be scene-based，Instead of exploring in the store，Just imagine how long it has been since we explored new apps in the App Store?But for developers，Used to research competitors，It’s a good tool，Used to provide data services to help advertisers make advertising decisions，Also good，The essence is，This is a to B product。

7.2 Tool Phase

Because most early adopters are Internet companies，The offline capabilities of most Internet companies are relatively weak，If you want to make an in-depth attempt on 188bet online casino games scenarios，Considering from the perspective of cost，They will give priority to online scenes based on 188bet online casino games。

Internet entrepreneurs have a very keen sense of smell，They will quickly find users’ needs that are not met in WeChat and can be met with 188bet online casino games，The social scene mentioned above、Collaboration scenarios may appear in the second phase。

7.3 Scenario Stage

With developers’ early adopters and Internet companies’ product relocation，188bet online casino games have gradually become known，Real scenario-based 188bet online casino games will appear at this stage and be promoted to ordinary users。

188bet online casino games stage emphasizes sceneization and localization，Offline traffic may not be truly activated until 188bet online casino games stage，Being truly connected。

8 View trends through 188bet online casino games

The essence of 188bet online casino games is to provide the ability to provide services at your fingertips，And it is recommended that developers try to connect offline scenarios，On the one hand, it brings new traffic to developers，On the other hand，Help WeChat build a bigger empire。

Purpose of this article，Not so much analyzing what WeChat wants，It is better to see the trend of entrepreneurship through WeChat 188bet online casino games，Because the 188bet online casino games wants it，In fact, it is also what entrepreneurs want。

The scene-based shortest path in the previous example，If Alipay also makes a set of application numbers，I believe they will adopt the same idea。

Give these examples，Including analysis of why WeChat wants 188bet online casino games to focus on offline first，I’m not trying to say how smart WeChat is，But I want to use the phenomenon I observed，Extract some trends，For example, there is not much traffic space online, but there are still opportunities to connect offline，For example, being able to save yourself time may be a product feature that users value more and more，For example, scenario-based refined operations are more likely to succeed。

Even without 188bet online casino games，These conclusions still hold true in 2017，Even in the next few years，Also making products、You should take time to think and practice when starting a business。

*This article is reproduced from Maybe (188bet online casino games public account: knbknb)，Author Jason Ng。