Shane and dozens of photographers snuggled up with thousands of people in the rain, staring at the chimney above the Sistine Chapel, hoping to see the white smoke symbolizing the election of the new Pope in Rome. After Pope Benedict XVI announced his retirement, the college of cardinals held a general meeting here, and the chimney emitted black smoke twice a day, once in the morning and once in the afternoon. For forty-eight hours, I saw nothing but black smoke-which means that the cardinal has not reached a resolution.
Late the next day, white smoke finally rose in Ran Ran. Shane, other photographers and pilgrims were inspired by it. The long wait in the rain finally paid off. In order to find a good position, everyone began to push. Time passed by, as if God had given an order and the rain had stopped. However, as the sky grew dark and entered the evening, Shane, 200 meters away from the balcony, began to doubt whether he could capture the long-awaited photos.
Someone appeared from the balcony. His amplified voice echoed above the crowd, and he said in Italian, "Good night. Pilgrims are preparing to experience this moment and keep this memory in their hearts forever. They picked up their smartphones and tablets almost at the same time.
The people on the balcony witnessed all the people glowing because of the flash of their mobile phones. At that moment, photographer Shane realized that the deepest transfer did not happen on the balcony, but in the eyes and hands of the crowd. He filmed this moment. In order to capture the first-hand images of Pope Francis in the world, people waved their mobile devices and became iconic images, which spread all over the world instantly.
From the photographer's unique perspective, Shane noticed how tourists visiting Rome experienced every scene through their smartphones. "They left, but they never knew what they saw." He told us. Similarly, this happened in St. Peter's Square. At this transcendental moment, the photos and videos they took in the square began to spread on Facebook, Twitter, Instagram, Vine, YouTube, Flickr, Tumblr and WhatsApp, and were endlessly forwarded by email and SMS, and quickly spread among the crowd. Their mobile devices become the core of their own experience, and they naturally regard the present as second nature-they experience the present with their mobile phones.
They formed a change of action thinking. Now that the rest of the world is changing, will you meet this demand?
What is action thinking transfer? What the hell happened?
From the birth of iPhone in 2007 to 20 13, the convenience and control provided by iPhone and its competitors raised our expectations. Like the pilgrims in Rome, we also found that everything we need can be obtained anytime and anywhere through mobile phones. Your ability to control your personal field and the things you care about in your life and work have been greatly improved. Your mind begins to expect all this and more. You moved away without thinking. You control what you care about anytime and anywhere, so it's hard to notice. You expect applications (and mobile websites) to regard having information and services as a basic right to life.
It seems that unconsciously, like other billion people in the world, your mobile phone has become your lifelong companion. As long as we have time, we will pick up our mobile phones to check letters, Facebook messages, play games, watch videos or search for information online.
In China, we may use WeChat instead of Facebook, but the enthusiasm is the same. Mobile devices have become our tools and basic needs, but their significance is not limited to this. Apple and Google's app stores provide millions of applications, and mobile devices have become high-value tools to complete tasks. We can take medicine, pay fees, register flights, buy movie tickets, browse work items, or set up automatic temperature control devices, so we can enjoy ready-made heating at home. Or take photos of car accidents and apply for insurance claims; Or all kinds of other things.
Mobile devices not only improve our personal life, but also speed up our work efficiency. All files can be obtained through Dropbox. Before entering the conference room, we can use the tablet to find out the customer records and check the latest order progress; You can also click on the sales data directly in the budget meeting. We want to be able to use mobile devices to complete our work anytime, anywhere.
This shift is accelerating. We can do more things every day, because entrepreneurs and reformers have mastered the new business opportunities created by billions of mobile devices-it is convenient to use car service websites to book cars to the airport, but Uber is better. You can click on this application to find out which limousines are available, how long you need to ride, and how far you are. With a few clicks, you can set the place to get on the bus. EBay is very convenient, you can sit in front of the computer to place an order and receive the goods at home; But Yi Bei is better now. You can buy anything and send it to the park seat in the southwest corner of Union Square within an hour, because you will have lunch there.
Our life has become a collection of "action moments", and we take out mobile devices anywhere to complete tasks quickly.
Due to this accumulation of experience in using mobile phone applications, our thinking has changed. We are not only doing new things now, but also looking forward to new things. We expect to get anything we want, no matter where we are and whenever we want it. Otherwise, we will be disappointed.
If we can't find what we want immediately, we will turn to the app store in our mobile phone or tablet to find services that can directly help us: Twitter news, ESPN's latest sports news, Google Maps' fastest train to Florence, Instagram photos, and lose it! Help you calculate calories when ordering, Yelp recommends dinner, and OpenTable helps you order in the restaurant.
The moment of action is a global issue. In Beijing, we use "Didi taxi" to call a taxi, "Anjuke" to find an apartment, or mobile travel expert Touch China recommends a late-night bar with live performances. In Paris, we used Solocal to find the nearest family to run a bakery. TootPay is a payment tool in Indonesia, Thailand, Cambodia and Myanmar. Sky Go in Britain plays a live sports game that we are crazy about. In South Korea, we talked about playing game 2 developed by Anipang on the platform in Ka Kao.
In this era, the change and rise of thinking at the moment of action has just begun. By 20 17, 2.4 billion people will have smart phones, and 6.5 1 100 million people will use tablet computers at home or at work-almost three times that of 20 13 years. This means that more customers will be permanently connected to the information and services they need. At present, the services they receive on mobile phones or tablets are still in their infancy. Although there are millions of applications at present, there are more than 900 million public websites and at least the same number of enterprise internal websites all over the world. So we dare to say that by 2020, millions of applications will become tens of millions.
This sense of convenience and control creates Pavlov's restrictive reaction: when we feel the need, no matter how short, we will find an application to meet it. We call this kind of restrictive reaction action a change of thinking.
Action thinking transfer is my expectation that I can get what I want under the current situation and needs.
What is a transfer? Of course it's our behavior. We don't wait for the internet, we are always online. We can take out our mobile phones or tablets and get the information and services we need quickly. We will never accept the loss or lack of resources. But it's not just behavior, but also our thinking.
Our thinking is transferred in two basic ways: one is the transfer of expectation: we expect to get what we want at any time and through any device. There are already 52% frequent users of mobile phones, and people say that they will feel depressed if they don't get what they want on their mobile phones. Second, control the transfer of things we care about: such as our documents and photos, financial information, and even the blood glucose meter and smoke sensor at home. We also expect to control work items, such as information we need for meetings or customer service.
Action time redefines all customer relationships. Action time transfer rewrites the relationship rules between enterprises and customers. Customers and employees who have changed their action thinking take out their mobile phones or tablets and look forward to the service at the moment of action. What do we mean by a moment of action? In short, someone takes out a mobile device and immediately gets what they want in the current situation.
Action time redefines all customer relationships. If customers want to get information or services in an instant, it's time for you to show your talents. If you show up in time, your customers will rely on you, gather their loyalty and provide valuable information, so that the company can further strengthen its relationship with customers.
This is really the era when customers win. Serving and retaining customers has become the only way for enterprises to make profits and win by surprise. However, at present, customer service representatives have to provide services during their "action time". If you are absent at these times, customers will turn to other better mobile service providers. Who is ready to serve these moments of action? Most of them are emerging entrepreneurs.
How do entrepreneurs use and create action thinking transfer? A few innovative enterprises and most entrepreneurs know how to apply technology to solve problems at the moment when customers act. These digital disruptors are hovering around your customers, invading your market, constantly trying new business models, and serving customers immediately under the current environment and needs. They use different thinking and different execution methods to serve customers and employees who are deeply affected by the transfer of action thinking. They not only build applications, but also design a complete mobile participation process from screen experience to implementation.
These entrepreneurs and innovators, not limited by the business and operation mode in the era of personal computers or the Internet, have mastered this key concept: when someone gives you the opportunity to influence them, it means that the potential profit-making action moment is born.
Entrepreneurs from all walks of life can seize any moment of action as long as they find it. Cody Ross, the owner of a family restaurant, calls himself a "restaurant entrepreneur". He said, "We will pay attention to the daily troubles that mobile applications can solve and then overcome them. His first application, NoshList, can help people with seats in restaurants send text messages to inform guests that their seats are ready. Now he is leading the action of paying for the products of the new company Square, and many companies use Square to handle payment matters everywhere.
Many entrepreneurial companies and services, such as Deezer, Flipboard, Hailo, Hotschedules, Intuit, MyFitnessPal, Line, M-Pesa, Nest Labs, Parrot, Proteus, Roambi, Sound World Solutions, Square, Tencent, Twitter, Uber, WhatsApp, WTSO, etc., are building a large number of new businesses, and sometimes, At present, there are thousands of new businesses. These applications use mobile moments to bridge the gap between "what customers want to do" and "what mobile devices can help them do". As people gradually realize this new power, each new application further promotes the transfer of action thinking. When someone understands that they can do new things or deal with old things more conveniently and quickly, they will incorporate this matter into their life and work style (table 1- 1).
Andy Grove, the former president of Intel, once famously said, "Only the paranoid can survive. But if they really make you ugly, you are not paranoid. And these entrepreneurs really intend to make you look bad. All mobile entrepreneurs and competitors are taking action to catch your customers.
All industries, all markets and all economies will be transformed under the impact of this entrepreneurial energy. Throughout the book, we will review the theme of entrepreneurial energy again and again, because it reveals how to identify and win the moment of action in an era dominated by customers and employees. Here are two examples to illustrate the influence of entrepreneurs on the transfer of action time: Uber in the automobile service industry and Robbie in managing business data.
Uber redefined the automobile service market with the change of action thinking. Kranik is the founder and president of Uber, a car service provider. Kranik saw the weight of action thinking transfer very early. He saw how passengers and drivers with mobile phones communicate their location and contact each other. Passengers who want to take a ride can use mobile phone devices to find drivers, and drivers waiting for passengers can also know that someone needs to take the service.
Uber was so successful that it angered the affected peer giants. However, although the existing company and the person in charge fought back angrily, the customers were still very happy, which meant that "digital subversion" was successful.
Kranik understands that both drivers and passengers intend to use mobile thinking to transfer, although the existing limousine and taxi services are not ready yet. There is a big gap between what people want and what the market can provide, so it is necessary to develop new business models. This is a place where entrepreneurs can make great efforts, so he launched Uber service. Nowadays, customers who use car services can take action with confidence and get the ride service they need.
But things didn't end there. Uber has also completely changed the supply and demand economy of the automobile service industry: passengers looking for drivers are demand, drivers looking for passengers are supply, and supply and demand are combined through Uber plan. The whole market has become more transparent and efficient. In the end, passengers have to wait a little less, and drivers can carry more passengers. This is a happy ending. Of course, taxi and limousine service companies do not think so. They always make a living by controlling supply and demand. But now taxis in other cities such as London and Boston are forced to adapt to this change.
Starting from satisfying customers' demand for automobile services, Kranik finally shifted the overall market trend and economy.
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(This article was authorized by the Shang and Zhou Dynasties and originated from the Shang and Zhou Dynasties publishing/action thinking era: seizing O2O business opportunities, an all-round action revolution from management to marketing).
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