INTRODUCTION
Literally, ‘perpetual beta’ can be
interpreted as ‘never-ending software development cycle’ which overturns
traditional theories of what we define as ‘design-develop-debug-deliver’
methodology. It’s quite common now for software developers to follow the
pattern. Once again, I’ll choose a mature Web 2.0 model in China combining both
phenomenal and reasonable elements to win the market. If some of us have good
memories, obviously we can recall that Chinese Web 2.0 history actually started
from Tencent QQ in 1998. Yup, that’s
the focus.As mentioned above, QQ was the first Internet-based IM software then and just through a single window users can chat, share files, send emails and so forth, which, I have to say, was a great breakthrough at the moment. Since it’s been around for nearly 17 years, its look and feel have already changed so notably that even those senior members cannot remember the initial interface but what’s unchanged really is it never stops delivering new products, abandoning obsolete features as well as retaining classic ones. This matches ‘perpetual beta’ exactly.
RELEASE EARLY AND RELEASE OFTEN
From 2002, Tencent at least launched 4 beta
versions yearly(more precisely, 3 beta versions plus a final official one by
the year end). It did this not only to refresh the technologies up to date but
also be responsible for the increasingly growing user base. Also, because Chinese
see the Spring Festival as mostly important in a year, Tencent used to launch a
new year edition early in Febuary to promote the idea of celebration in
particular. Every time it upgraded the system, more potential users would feed
in not because it was more of a big deal but absolutely it was the pioneer to
explore something useful.
ENGAGE USERS AS CO-DEVELOPERS AND REAL-TIME TESTERS
Generally Tencent keeps an open development
strategy either by asking for fresh ideas from their faithful users or by inviting
some early birds to test the newly generated products. Oh, better for me to say
‘finding out what’s cool based on real time supervision and data analysis’
rather than ‘simply asking for ideas’ because it’s what users do instead of
talk that matters. It works well because those who accept the invitation are
fans and they’re truly crazy about adding something creative and original. That’s
how anonymous chat has been introduced to QQ for the latest beta. Where there
is a need, there is a way.
INCREMENTALLY CREATE NEW PRODUCTS
In terms of creating and testing new
products, Tencent doesn’t fall behind. Every update includes several new features
or services and what’s mentionable is that it’s been polishing the ‘ecosystem’
by enhancing the core services of QQ and meanwhile releasing a whole bunch of
derivative products such as QQ games, Tencent Weibo and QQ browser. Noticing it’s
more than a social software, a large percentage of users tend to install the
accompanied products that they like.
SOME DEBATE
Two thirds of Chinese are using QQ currently
and it adds huge pressure on the administration. Should it track every detail
about the real-time online usage? If so, then to what extent should it leverage
the data but not touch deeply into users’ privacy? Besides, one of the
disadvantages of bringing out series of new products at a time or seeking for external
co-operation is that it’s just hard to define the inter-relationship which
remains extremely crucial for decision makers to think about the future development
strategies. Anyway Tencent should keep an eye on its own focus.
References:
Hi Tobe,
ReplyDeleteGood read. A few things that stood out to me was that I think it's an awesome idea that they modified the IM and theme to match the "Spring Festival". Not many systems have the ability to be modified so easily. Also I'm surprised that it hasn't spread globally seeing as it is so popular in china.
Hi Tobe,
DeleteDo you have any idea why they might primarily be staying in china and not venturing out to the rest of the globe?
Thanks for your comment Lathaam and excellent question btw! Actually internationalization is easier said than done. Basically there are three reasons:
Delete1.Cultural difference. QQ was customized and built for domestic groups from the very beginning because there was no counterpart then. Some features like QQ show might not be accepted universally.
2.Lack of oppotunity and the soil to grow in. When QQ was born there was no such business models. Now it becomes even more unlikely because if you want to promote it overseas in fact you have to think of the whole bunch of auxiliary products not just QQ itself.
3.Lack of foresight. Not every company has the courage and is willing to take risk especially for a mature and successful business empire, or I should say it's harder to change future direction based on what it has done do date.
Wow theres soem pretty detailed history there! Very interesting to see something chinese focussed talked about, whats especially interesting seeing how early this sort of constant updating started. Id be interested in hearin gabotu soem of the other features theyve tested out over teh years and seeing what worked and what didnt especially given the different social ecosystem this platform would be working in
ReplyDelete