Information Technology Reference
In-Depth Information
Case Analysis 3.2
Qzone's way of changing the rules of social networking
On 31 January 2009, the Chinese online social network Qzone, which has
become somewhat of a cult destination, welcomed its 200 millionth member
for the month. This feat crowned Qzone the online social network with the
greatest number of users in the world as they stole the title from Facebook
which until then had 175 million users per month.
Qzone has become a meeting zone for the vast and active population of
China's youth segment and those that may be classified as the nouveau riche,
the understaters and the mature generations. They not only join the network
for the sake of being on it but they are also prolific users who share not only
words, but also their faces and lifestyles. The social network has more than
60 million pictures on its server uploaded by the members who post more than
150 million daily commentaries. Also, 4 million users add at least one picture on
the network every day. That means more than 28 million photos every week,
a number hardly to be ignored.
In addition, Qzone has set several records in the social web including attract-
ing 50 million people who used its instant messaging service QQ in one day, a
world record for an instant messaging service.
So how does Qzone do it?
First, there is the Chinese consumer market size, which is larger than any sin-
gle market in the world. With a vast base of luxury consumers originating from
both the middle-class and the nouveau riche segments, the number of Chinese
who have caught the social network buzz is continuously on the rise. Second,
there is the current thirst for knowledge and progression in China following
years of communism and market closure. Third, there is the excitement of the
Internet and the freedom it provides to users while exposing them to the entire
world. And, finally, there is the youth generation that seeks to establish its own
way of life empowered by new technologies.
These factors have led Qzone to the height of the summit of social networks,
at least for the moment.
place greater emphasis on the connection made than the wealth or social
level. The likes of Ashton Kutcher, Larry King and Britney Spears can
surely not be categorized as “not wealthy”.
How are people using social networks?
Social networks are built on community and trust. Unlike blogs where peo-
ple can choose to remain anonymous or use pseudo names and opt out of
uploading their pictures, social networks are actually built for people to have
both a voice and a face. These people are active, smart, curious, responsive
and bold with a highly independent viewpoint on several issues although
flexible enough to be influenced by other community members whom they
trust. Social networks offer people a sense of belonging and affiliation and,
as we know, where there is affinity, there is naturally trust.
