Chapter 419

Blockbuster at this stage puts great pressure on Naifei. If it can't go on, it will end at any time.

But mark knew that this was the dawn before dawn, and soon they would go to light, so he personally led the army and resisted the final counterattack of blockbuster, and the victory would belong to them.

In order to cope with the huge pressure from each other, they decided to list their high-quality films in advance. Generally speaking, after the films are offline, they will launch DVDs within half a year. This is to sell them at a good price after the market is hungry. Mark launched DVDs immediately after several big selling films are offline, because they have enough promotion ability and do not worry about sales.

In order to promote Naifei, they monopolized several of their popular films in advance. Only through Naifei's channels can they rent or buy these CDs, which greatly strengthened its competitiveness.

This year can be called the year of mm. They account for four of the top ten blockbuster films. Many audiences who don't see it in the cinema are eager to see it. These exclusive blockbuster films have become a sharp weapon for flying. Paramount's best film this year is only professional secret service 3, which can't be compared with mm. With these advantages, Let Naifei pull back a game without losing customers.

Mark has been staying at Naifei these days, giving advice and coping with the pressure of his opponents. He can't relax. After the new year, he will shoot "no country for old people", so he can't stay here anymore. Therefore, he hopes to implement these policies and measures as soon as possible. This is also the reason why he is a creative officer rather than an executive officer. He will provide strategic plans without interfering with specific details.

Of course, in terms of specific implementation, he doesn't understand anything. Mark "surf the Internet" to collect a lot of information and sort it out into his own plan. Naifei has gradually been turned by him into a streaming media giant similar to his previous life.

The market diffusion speed of the network is unmatched by the opening of physical stores. The expansion of consumer groups brought by the paid membership system to Naifei is beyond imagination. Behind this phenomenon is the audience's instinct to always see their favorite movies (followed by TV dramas) at the first time. Internet subscription + mail meet people's needs to a great extent.

The emergence of Naifei has subverted the DVD rental market. Blockbuster, the largest physical rental store in the United States, is under great pressure. Other physical chain business giants such as Wal Mart have not overwhelmed Naifei. However, Mark's ultimate goal is not DVD rental. His heart has always loved the biggest advantage of Internet technology: instant transmission of a huge amount of information.

Huntings, former president of Naifei, believes that the most ideal film communication mode is to push the film (TV Series) pictures and sounds directly to the audience in the form of data stream through the Internet. As long as the display devices can receive and play, his vision is undoubtedly quite forward-looking.

At the beginning of Naifei's DVD network rental and mailing business, huntings and his team have begun to test the Internet streaming media scheme that can directly transmit movie content to users. The problem is not whether Naifei has technical strength, but the lack of sufficient support conditions for network bandwidth and network fees at that time. The initial best test result is to transmit a movie (DVD picture quality) It takes 16 hours (no more than 3 hours for a movie) and costs $10 for Internet.

The bottleneck of network bandwidth has been broken again and again, the streaming media technology has been continuously enriched in chip level hardware and various terminal support software, and the streaming media ideal of huntings and Netflix is getting closer and closer to reality. In 2003, Netflix developed an Internet set-top box (different from cable TV set-top box), priced at $300, embedded with a hard disk (used to cache movie data stream), Due to bandwidth, it takes 6 hours to download a movie.

However, after mm took over, Mark thought that the market space of special set-top box was very small, and the bandwidth and price did not meet the general consumption conditions. Mark's solution was that playing software was the best choice for streaming media applications.

Mark uses YouTube's real-time streaming media viewing technology to watch real-time movies through player software (although the image quality is poor due to bandwidth constraints and low resolution), but mark insists that if Naifei does not complete the transformation from DVD delivery to streaming media on demand, it will be abandoned by the development of streaming media on demand, The DVD rental subscription market with 10 million users will disappear one day.

Naifei initially used cheaper old films and popular films as content, and then reduced the cost by purchasing discounted traffic from bandwidth providers, so that the viewing cost of each film was only 5 cents. Naifei's DVD mailing customers needed to pay US $1. The low price and curiosity about the new model were very attractive. Mark and his team believed that this was the future development direction.

Mark is the founder and boss of Youtube. He is still one of its major shareholders and retains 10% of the shares. He transferred many video format experts from YouTube for video research. He also has a large number of film and television resources to allocate. He is not resistant to flying even his own film library, which greatly strengthens their competitiveness.

Naifei's self positioning is a tall Internet technology company, rather than selling and renting CDs. The hard truth is to mix the research and development of the science and technology industry. After mark settled in Naifei, all these vigorous activities made the new company full of vitality and vitality.

Mark has no practical, specific and detailed management experience, but he has a sense of advance. He can know the development direction in the next ten years. As long as he makes an idea, the whole team will turn his idea into an executable plan, and a large team will implement it.

Mark's few days in Naifei just improved Naifei's mental outlook. Even egger advised mark to take office after the new year, while mark completed his task after the new year.

Naifei has its own operating mechanism, which was designed in the huntings era. This mechanism has made blockbuster suffer. Their postal service has made them one of the largest users of the postal company and saved the declining postal industry.

Now it's time for them to reform again. Of course, they still focus on mailing and renting DVDs, but they are looking for the future development direction. Mark has been working for Naifei these days. He didn't go home until the new year's welcome party at home on New Year's Eve. Once he put into work, he will never stop without phased progress.

Mark is not easy, and blockbuster's board of directors is even worse. The emerging Naifei has caused a lot of trouble to the traditional video rental giants. The loss of users is still a small matter. He has been seriously injured just because he was forced to cancel the overdue fine. Therefore, mm blocked Naifei that day, and blockbuster's mother company, Viacom, did not hesitate to take action.

However, after a round of blocking, huntings's Naifei is finished. In exchange for a more powerful mm, MM's massive resources make Naifei more powerful and more difficult to deal with.

Blockbuster has no choice but to launch full access, a big killer to hurt people. It hopes to suppress Naifei with the help of its huge advantages in the industry. At present, the effect is good. They are optimistic that Naifei will give in or reach an agreement at the latest one year.

However, they are too optimistic about the future and the shareholders' meeting of their company. The shareholders are very disgusted with this kind of hurtful practice. They oppose any action not for profit. In their eyes, business must make money. Today, Naifei is crushed. How do you know that tens of thousands of Naifei will not stand up?

Mm is booming. They have plenty of money. Will they choose to give in? Judging from Mark's high-profile additional investment of $50 million, they are full of fighting spirit. Does it mean to give in?

However, the management's decision can not be completely ignored. They decided to give the management half a year. If they can't make Naifei yield within half a year, they will change their strategy.

By June 2007 at the latest, they will completely change the planning of "full access" service to deal with financial pressure and complaints from franchisees, increase the rental price, greatly reduce the number of free replacement films, and change the return films from free to charge. The new version of "full access" service provides users with services from US $8.99 a month, one disc at a time, Pure mail service, up to $17.99 a month, rent 3 plates at a time and change 5 plates in the store every month. There are several other options between the two prices.

Mark and his team responded calmly, constantly optimizing and improving their products, constantly learning lessons from mistakes, summarizing experience, and constantly looking for opportunities to further improve the trouble map faced by customers.

Mark knows that they boast of being an Internet technology company, but they are actually a member of the service industry. There is little difference between these dollars. The key is to serve God well, so that they will be willing to pay.

With the changing circumstances around, it is necessary to improve the products to meet people's rising expectations. In the face of such a fact, mark and his team have an inherent deep understanding. They start thinking, analyze in detail and study the rapidly changing customer patterns in a high-intensity way.

Every day, Naifei conducts an average of about 200 surveys and user interviews, including online, telephone, e-mail and door-to-door research of on-site investigators. Naifei's employees assume the role of "media anthropologist". They will sit together with users, watch movies and TV programs, and observe users' behavior at any time. When and how do they press the pause button? Where do they put the remote control? When and why did they end watching? Then, Naifei's offices all over the country will hold customer focus group activities regularly.

During the activity, not only the marketing specialist needs to participate, but also the engineer responsible for writing software code in order to solve the customer problems studied in the activity. There are also various routine customer surveys, such as sending e-mails to members to ask whether the latest film was received within a few days (Naifei sends hundreds of thousands of such e-mails every day). When there are urgent problems, Naifei can complete the investigation within 24 hours and get feedback on the status of members immediately.