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微软碾压Slack的手法,钉钉、企业微信作何感想?

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Editor’s note: This article is from the micro-channel public number “understand understand notes” (ID: dongdong_note), Author: Qin Yan, 36 krypton release authorized. A year after the launch of the free version of Microsoft Teams, Microsoft once again made a big punch to Slack and launched a final encirclement of Slack with a paper “ban.” Recently, foreign media GeekWire has exposed a list of “prohibited and discouraged technologies” within Microsoft. The content shows that Microsoft requires more than 100,000 employees of the company to ban the use of the free version of Slack. Also included in the banned list, it also includes Amazon’s AWS and Google Docs. Microsoft said that it is not because Slack is the biggest competitor of Microsoft’s Microsoft Teams, but the main reason is that there are security issues with Slack Free and Slack Plus. This move not only makes the sweat behind the successful Slack just listed two weeks ago, but also allows players in the global enterprise collaborative office applications to see a trend – in the face of office software giants, To B instant messaging is really very difficult. Although the small scorpion in front of the giant was successfully listed on June 21, the opening price of the New York Stock Exchange of $38.5 did not make Slack’s management happy for too long. At present, Slack, with a market value of nearly $23 billion, faces the negative effects of Microsoft’s internal “ban”. This week, a recent survey from a well-known market research firm ETR is the most frustrating news for Slack. This market research report comes from interviews with 900 CIOs and corporate IT decision-making executives. The main content relates to the company’s IT budget trends. These interviewees account for about 40% of the world’s top 500 companies. The survey results show that in terms of SaaS applications, Slack’s market share in large global enterprises is declining, and future adoption intentions are declining. A large part of the IT leaders of these companies said they are planning to withdraw from the service. At the same time, the survey data shows that Microsoft’s Microsoft Teams market share is increasing, the adoption rate is relatively high, and the deprecation rate is slightly lower than Slack. In addition to disturbing the momentum of Slack’s listing, this situation also reflects the daunting challenge of innovation in the US and Europe’s technology industry – the technology industry is increasingly dominated by a few giants. Some celebrities, including some celebrities, are also criticizing the so-called “killers” created by these giants: either acquiring or killing competitors. As a result, the best ideas and products are concentrated in the hands of existing technology giants, further consolidating their dominance and potentially stifling future innovations. Slack’s current share price is lower than the opening price of the first day, and it may be more troubled by competitor Microsoft Microsoft Teams in the future. Legend: Slack’s two-week stock price trend Slack is a star product in the global SaaS industry that focuses on corporate collaborative office applications. But since three years ago, it has been shrouded in a huge cloud. In March 2016, Microsoft offered to acquire Slack for $8 billion, but it was rejected by the latter. Since then, Microsoft has abandoned this plan and has developed related products based on Skype. Inside Microsoft, the new project was originally named Skype Teams, which is Microsoft’s killer for Slack. In terms of overall functionality and usage, Skype Teams is basically the same as Slack. There is only one difference, and it is a feature that Slack does not have – Threaded Conversations. With this feature, any chat message may become the focus of the topic. Other interested members can reply with the message. The biggest power of Skype Teams comes from the deep integration of this application with Office 365. Obviously, This product has the advantage that Slack can’t have in document collaboration, sharing, storage and so on.经过两年多潜心研究和迭代,微软在2018年7月13日,正式面向全球市场发布了 更名后的Microsoft Teams 免费版。相对于收费版本,免费版 Microsoft Teams 的使用人数限定在 300人,但是不限搜索消息数,不限集成应用数量。Microsoft Teams 免费版的很多功能几乎是都是剑指Slack,包括无限聊天消息和搜索、10GB 团队文件存储和 2GB 个人存储、内置语音和视频聊天(个人、团队和全公司)、集成 Office Online 应用(Word、Excel、PowerPoint 和 OneNote)以及无限集成应用数量等等。而收费版 Microsoft Teams 主要是面向 300 人以上的公司,是在免费版的基础上加上了更多存储、企业安装、合规方面的功能。挑战、宿命和机遇如今,随着微软内部“禁令”的曝光,加之调研公司ETR的最新调查报告内容,一种山雨欲来风满楼的气氛,正在压向乍喜还忧的Slack管理层。类似的情况也发生在Facebook倾轧Snapchat的例子上。在收购Snapchat失败后,Facebook开始逐个复制Snapchat的功能。Facebook这样做并没有受到惩罚,因为Snapchat不可能为软件的功能去申请版权。同样的道理,由于Slack和Microsoft Teams是建立在不同的平台上,因此复制“功能”是无可厚非的。微软已经很熟悉在自己产品上市晚于竞争对手后,如何进行复制、低价策略,并逐步走向最后的成功。早在2015年,微软曾发布了一款Microsoft Power BI产品,其与几年前上市的数据分析和可视化公司Tableau是竞品。微软通过便宜的数据分析选项——尽管一些人说它并不好用——最终导致了Tableau的股价暴跌。微软、谷歌和亚马逊等科技巨头往往拥有比要“碾压”的初创企业多得多的用户量,为了在竞争中胜出,这些巨头大多会使用低价策略,最终完成一剑封喉。我们看一下在ETR的调研报告中,都有哪些因素让那些企业用户改变了对Slack和Microsoft Teams使用状态:1. 大型企业或者机构预计使用(计划采购)两款应用软件的情况:数据来源:ETR市场调研公司2. 两款应用软件被大型企业或者机构所采用的市场份额:3.大型企业和机构计划减少采购相关应用的比例:总的来说,无论是Microsoft Teams还是Slack,新用户的比例都在下降,但Microsoft Teams的用户基础要大得多——所以它在整体用户中所占的份额也在增加。当然,ETR的研究报告毕竟是小规模的,只有900名来自大型企业或机构的受访者提到他们使用Slack或Microsoft Teams的情况。尽管如此,这份报告仍显示了一个趋势,就是大型企业在SaaS应用,包括企业协同办公应用方面的预算和投入正在减少。4.大型企业和机构使用各类应用软件的比例:数据来源:ETR市场调研公司对于这份调研结果,Slack方面日前表示拒绝置评,理由是正处在上市期间的静默期。而微软的一位发言人对于这份报告做出了如下回应:“很多客户认为Microsoft Teams很重要,因为它是Office 365的一部分,与其他Office应用和服务能够深度融合。”结束语可以看到,Microsoft Teams的使用者正在逐渐扩大的另一个原因是:许多公司已经使用Office 365,这里面包括了Word、Excel和OneDrive等业务基本工具,除了Microsoft Team之外,这些基本上还免费获得了workplace communication软件。这,就是巨头的杀手锏。过去几年来,很多大型企业都纷纷转向Azure(云服务)和Office 365的云端应用,可以想象一下,除非Slack这一类SaaS应用企业在价格和用户体验上有显著差异,否则企业用户最终会选择采用Microsoft Team这类SaaS产品。这是Slack的宿命,还是无奈与无语?。

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