In the era of customer demand orientation, comprehensive communication is coming

Today, China has entered a big digital "integrated communication"

Many people may ask why they put forward the concept of "integrated communication" in the current Internet digital era when they see this title? And what changes will the "integrated communication" bring to users?

As we all know, the Internet industry has always been bustling, just looking at communication and social services, Microsoft Messenger is focused on high-end customer demand orientation, Tencent QQ is targeted at China's low-end customers, Feixin is targeted at China's mobile user needs, Alibaba Wangwang is targeted at Taobao user needs, Sina has brought microblogs to users who need social communication, and various forms of communication have sprung up like mushrooms, Its main purpose is to meet the communication needs of users in different scenarios, but the disadvantage is that users need to install various clients and friends in each circle are different or need to be added again. However, the emergence of "comprehensive communication" has solved the shortcomings of other single communication tools. It has more comprehensively helped users experience convenient communication and brought about integrated communication solutions. Under the general trend that the Internet continues to shift to mobile terminals, tablets, televisions or living room entertainment devices (such as Microsoft's XBOX, Apple's Apple TV, Google's Google TV, etc.), the integrated "integrated communications" will have a better development environment and the possibility of continuous innovation.

"Integrated communication" is the product of the development and evolution of the traditional single client, which is driven by users' demands for integrated expression and new service models. It can be said that the innovation of the Internet keeps pace with the changing communication needs of people, and also leads people to change their existing communication methods. Throughout the country, in the mobile IM field, the rise of MiChat and WeChat has not only replaced the sending and receiving of traditional SMS and MMS, but also realized the function of voice interphone. In addition, the concept of "circle of friends" later has gradually met users' needs for asynchronous communication and mobile social interaction on the mobile end. However, each portal website has launched its own microblog one after another to attract users to spread information from traditional one-way information to we media word of mouth by virtue of its own media attribute status, so as to meet users' needs for self presentation and individual identity. Such examples are not uncommon. All Internet giants are trying to meet people's needs, but the enclosure movement has also brought about the segmentation of the user experience. Users have to register an account on each website and add friends again and again, have to install their clients, and have to log on to each website to view the social updates. Users are in urgent need of a solution to meet their increasingly frequent online, offline and pocket communication needs at any time, to meet the effective and timely transmission of text, pictures, voice, video and other forms of content between multiple devices and multiple people, and "integrated communication" should be born.

With the advent of the "integrated communication" era, how do manufacturers respond

Tencent has long gone out of the era of only QQ. Now Tencent has a portal, SOSO search engine, Tencent Weibo, WeChat, which is popular in mobile clients, and other competitive products. In addition to Messenger, MSN China is also enriching its product line, forming a search business led by Bing and an information service led by MSN Chinese. In addition, MSN China is under the banner of Microsoft. With the advent of new generation PCs and mobile operating systems such as Windows 8 and Windows Phone 8, the "N-screen integration" that Microsoft has been emphasizing will eventually become a reality. Internet manufacturers with IM clients as the pioneer have gradually shifted their personal communication products from multiple parallel products to integrated "integrated communication".