Focus Is The Foundation of Success资料.pptVIP

Ogilvy Mather Ogilvy Mather * Focus Is The Foundation of Success Preliminary Proposal to Zhaodaole Prepared by OM Beijing in Feb 1999 * The Players in Internet Market Hardware IBM HP Sun Compaq 3Com USR ATT Software Netscape Microsoft Oracle IBM Access AOL MSN IGN @Home ChinaNet Channel AOL Yahoo CNet Excite ZDNet Pointcast Chinabyte Sohu Service Traditional media Entertainment Direct sellers Weather forecast Dow Jones Expertise Web designers System Integrators Consulting firms Technology Economics of Scale Branding Marketing Professional Skills Resources Zhaodaole Zhaodaole Zhaodaole * The Golden Rules in Internet Market Competing in different categories require different resources You need huge resources to win Firmly established in one category first, before you go to the neighboring categories It’s easier for“Service”players to become “Channel”players. But it’s extremely difficult vice versa * “Zhaodaole”3 Major Issues Current Situation: Not yet widely recognized Resources are limited Wish to make profit asap to start a positive reinforcement Current Issues: Resources are seriously diluted by wishing to become “Channel”, “Service” and “Expertise” players at the same time None of the current contents has lasting competitive edge There is no strong association between the name “Zhaodaole” and the content/services it provides * What Should We Do? * Our Recommendations Giving up writing your own articles Giving up (gradually) the web design business Forming strategic alliances with external resources Focus yourselves to become the most professional “Channel” player in China * How to turn “Zhaodaole” into the most popular web site in China? * The “Zhaodaole” Every Chinese Is Looking for Using “I Found It” as the core concept to integrate all the related services I found the apartment I found the hotel I found the restaurant I found the movie I found friends I found the job I found the employees I found the customers I found the suppliers I found myself I fou