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隨想Dolphin
1.
隨想 Dolphin Nikita Yeh 2005.
12
2.
。不賣歡樂 , 改賣夢想
。主動式社群 。幸福感企業 。敗犬族 /kidult/ 御宅 族 .. 。少子 . 不婚 . 高齡 。療傷系 業產 。更快 + 更便宜 + 更好的消費驚喜 。 Woman Business 。 My space.com 。心智的更新 , 比年紀更重要
3.
。 Introduction 。 What
is “dolphin”? 。 Who is our consumer? 。 Our strategy AGENDA
4.
目標族群特性 • 美國 blogger
典型的一天,就是利用 Google 搜尋資料 ,到 Flickr 看圖,上博客網撰寫網誌,到維基 wikipedia 百科上幫忙更正過時的資訊,然後透過 Meetup 交友網站認識朋友,再到 Odeo 網站下載最新 的 Podcasts 。種種張貼、訂閱、發布飼料( feed )、 分享資訊的動作。 • 滿足網友需求的單一功能,要找娛樂 / 玩樂就上 dolphin • 台灣 -- 80%↑ 個人有手機 , 65%↑ 家庭有 頻宽 (71%↑ 有電 腦 ), 提供 ?? 滿足需求 ??
5.
平台策略 ( 簡單 /
安全 都不用講 , 這是金字塔的最底部 ) • 跨界:遊戲產品可以在網路平台 / 手機平台上溝通、虛擬 / 實體、 IM 、 GBLOG 、 VOIP 等功能皆是 • 權力下放,消費者最大: – 我最大: dolphin 介面由自己決定 , 些放在我的哪 dolphin 平台上 , 什麼人加入我的好友名單 , 都由我決 定 – 多數決:什麼東西叫做重要 ? 該看什麼東西 ? 誰才是 達人 , 皆由網友決定 . 如 : 一新聞網友同意刊登數達一 定程定 , 才會顯示於 dolphin 首頁平台上 – 參與時代 (participation age) :消費者 = 生產者
6.
品”類“文化 - 想贏就要顛覆整個品類 • 遊戲的
IM 、 Game Plug-in 、玩樂的 solution - 一個尖 的主張及觸動人心的訴求銳 • 感覺就是力量 • 心靈品牌的建立 初期需透過產品功能滿足消費者需求 少說多做 , 讓消費者自己做結論 • 「 Being playful 」 ( 充滿玩趣 ) 鼓勵開放心胸、大膽嘗試 的態度,甚至更多的幽默感,找回面對生活的趣味
7.
隨想 Dolphin Dolphin 的內容以“會員服務”及“方便銷售
( 玩樂 )” 為主 社群的思考 , 從交易想起 , 才易有銷售行為產生 !! • 有 content 的 dolphin -- 守護靈: My Pets/ gopets/ 讓其繁殖至其它功能 . 或再養 (Item) -- 動態家族 : 如血盟小屋的概念 , 並與守護靈結合 (space) -- VOD 的運用 : 百萬首頁的 示啟 廣告就是內容 (Ad. fee)
8.
Introduction • Web game-
ex: 數獨 sudoku ( 參考網站 : http://www.shes.hcc.edu.tw/~oddest/sumain.htm) - 個人娛樂 ( 接龍 . 拼圖 . 過關 ) 簡單黏著 - 撮合 (1A2B. 交友 ) 競賽 . 成就感博奕 • No touch (RFID) - 身份認證 - 3,000 元以下金流市場 • 軟 + 硬 / Portable - 將來的 iPod vs PSP
9.
“Dolphin” is…. • 個人隨身數位娛樂助理
: 是軟體 / 也是硬體 - 玩 game ( 手上簡版 / 線上完整 ) - 個人資料 / 訊息 - 娛樂達人駐店 ( 每天早上一登入 , 就有最近的娛樂訊 息 ) - 試 / 代購訂 : 娛樂內容 ( 數位 . 實體 )/ 遊樂場所 - 每日抽牌 ( 算命 )+ 捐款 • Theme: - 我最大 : 我的最愛 , 服務由我選 - 多數決 : 什麼東西叫重要 !?
10.
圖示 “ Dolphin”
11.
Consumer is… • 消費者是所有在「抗無聊」的電腦
/ 手機族 • Step1: GASH 遊戲人最愛 ? 交友 . 遊戲排名 . 道具買賣… • Step2: 上班族 ? 賺錢 . 搜尋 . 分享 . 網友 ( 格友 )… • Step3: 年紀再大一點…叫銀髮族 ?
12.
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