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微博上某熊姓V发起一个讨论(我是真忘了是谁了),据他说某国际知名厂商想要做O2O手机,所以在微博上听听大家的意见。我一个PM朋友参加了,也邀我发表一些看法。于是,作为一个专业吐槽,我当然也乐于从各种各样的概念中挖掘槽点。

既然提出O2O这个概念,必然是为了和现有的手机区别。那现有的手机为什么不是O2O手机呢?我猜提出这个概念的哥们应该是觉得现在的手机还不够O2O吧。那我得先基于现状思考两个问题:

一、现在的手机上,O2O都如何玩?

我使用广义O2O的定义(满足将线上的消费需求快速转化到线下即可),在国民级O2O应用中做个大检索,这样最直接了当。美团、快捷酒店管家、航班管家、携程无线、格瓦拉电影、布丁优惠券、好租租房、神州租车……如果把这些应用归类,基本上是以下几类:团购类,预定类,优惠券类。用一句话概括O2O的玩法:在某个领域通过一个应用让你快速把钱花出去。在这一点上,其实大家做的都不错。

二、现在的手机上,O2O哪里玩的不好?

现在的手机玩O2O哪里玩的不好?嗯…苦思冥想我终于想到了些大大小小的缺点的。O2O企业较多,服务不够集中,要团到好东西可能得安装很多应用;同样因为O2O企业太多,每家的UI和账号系统都不一样,很麻烦;没有手机会专门对O2O进行优化,所以支付和商品检索还存在一点麻烦(虽然手机支付宝已经非常方便了,百度和google地图的检索整合也有了一些效果)。

为了改变这样的情况,我决定开发一款真正理想的O2O手机。

1. 针对O2O通常有较强的地域性和即时性的特点,所以我会把这款手机的操作系统直接隐藏掉,用地图来作为主界面,随着人的移动更新周边的消费情况。对比现在的手机会大幅度减少为了购物所耗费的点击次数和并强化购买体验。

2. 我会与大多数优秀的、强势的、资源丰富的O2O企业达成一致,让他们都将API开放给我。这样一机在手就可以跨站对比,跨站消费。

3. 我会推动NFC、扫码支付等更便捷的支付方式,让支付流程更顺畅。

听着不错,我都快打动我自己了。得了吧!在google地图的应用方也大有人在的情况下,百度能同时提供地图及地图当前位置的周边所有服务信息吗?哪家企业能让那些派系林立的互联网大佬为他开放通路的同时还要乖乖送出入口主导权?至于支付方式,支付宝推动线下支付现在都如此困难,一家硬件商又如何能做到?所以这些都是不可能做到的,要做一个比现在的手机更O2O的手机基本只是幻想。

事实上,比起O2O手机该怎么做,其实我更想直接讨论O2O手机到底有没有存在的必要?

上图数据来源与艾瑞报告《2011-2012年中国电子商务行业年度监测报告》。虽然移动电商会大幅增长是绝对可以预期的,但你也很难想象他的重要性会压倒社交和资讯。所以很明显,提升O2O的权重针对性优化,肯定会使得其他类型产品的体验变差。如果设计一款硬件的目的是放低首要应用的权重以配合次要应用,同时也没法带来很高的附加价值,那绝对不是什么值得夸奖的创举。

TMT行业都热衷于创造概念,移动设备制造商的从业者也难以免俗。O2O手机就是这样一个被生生创造出的概念,你不知何时被提出的,也从来没有见他热门过。时不时拿出来晒一晒,吸引一点眼球,基本就是他全部的存在意义。讨论“O2O手机该怎么做”基本没有意义,让这个浪费时间的概念彻底沉到海底去吧。

最后再吐槽两句:1.如果按我上述逻辑做一个东西出来,说不定会成为一个很好的电子钱包。我想百度的地图+腾讯微信带来的O2O整合+阿里的支付+小米的硬件,还是有可能实现的吧。2. 很多人都知道O2O只是在国内风光的词,所以听说那个想做O2O手机的国际知名厂商,为什么我立刻想到前阵子开始卖4键儿童手机的中兴呢?


104条评论

  1. 感觉现在手机越来越不好使了

  2. 如果可以按每个人不同的要求,定做手机,该多好

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  4. O2O这个概念到是蛮新奇,不过付诸实践还不是一件容易的事情…

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