{"id":23299,"date":"2020-06-16T10:56:33","date_gmt":"2020-06-16T10:56:33","guid":{"rendered":"https:\/\/www.geotelecom.mx\/?p=23299"},"modified":"2020-06-16T10:56:33","modified_gmt":"2020-06-16T10:56:33","slug":"zoom-o-como-morir-de-exito","status":"publish","type":"post","link":"https:\/\/www.geotelecom.mx\/en\/blog\/zoom-or-how-to-die-of-success\/","title":{"rendered":"Zoom, or how to die of success?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><!--[CDATA[\n\n<p style=\"text-align: justify;\"]]--><span style=\"font-weight: 400;\">Si hay una app que se ha puesto de moda durante la crisis del Covid, se puede decir sin dudar <strong>Zoom<\/strong>. Esta aplicaci\u00f3n lleva entre nosotros m\u00e1s a\u00f1os de los que crees, pero no ha sido hasta que el planeta se ha visto inmerso en una pandemia global que se ha hecho mundialmente conocida.<\/span><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdndice de contenidos<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/zoom-or-how-to-die-of-success\/#ESTRATEGIA_COMERCIAL\" >ESTRATEGIA COMERCIAL<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/zoom-or-how-to-die-of-success\/#%C2%BFQue_podemos_aprender_de_esta_historia\" >\u00bfQu\u00e9 podemos aprender de esta historia?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Pero, no es oro todo lo que reluce. Zoom ha estado a punto de tener una de las muertes m\u00e1s famosas: muerte por \u00e9xito. A<\/span><span style=\"font-weight: 400;\">ntes de empezar, vamos a ponernos un poco en contexto para entender c\u00f3mo han llegado a ese punto:<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Zoom nace en el a\u00f1o 2011. <strong>Eric Yuan<\/strong>, un empresario de Silicon Valley, crea Zoom fruto de su propia necesidad. De joven, ten\u00eda que tomar un viaje en tren de 10 horas para ver a su pareja y comenz\u00f3 a so\u00f1ar con un m\u00e9todo para poder aumentar la relaci\u00f3n con su pareja mediante el uso de las nuevas tecnolog\u00edas.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Muchos a\u00f1os despu\u00e9s, trabajando en una empresa tecnol\u00f3gica de Silicon Valley, Eric plante\u00f3 a sus superiores la necesidad de crear un servicio de videochat ligero con el que las empresas pudiesen realizar reuniones. En ese momento <strong>Skype y Webex<\/strong> dominaban ese mercado, y no parec\u00eda haber sitio para m\u00e1s herramientas. Todos sus amigos y conocidos insisten en que el mercado est\u00e1 muy saturado y que no es una buena idea invertir en ello.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Pese a tenerlo todo en contra, crea Zoom. Se lanza oficialmente en 2013, momento en el que Skype comenzaba a actualizarse para ser m\u00e1s intuitivo en dispositivos m\u00f3viles y Google sacaba Hangouts.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"ESTRATEGIA_COMERCIAL\"><\/span>ESTRATEGIA COMERCIAL<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Se lanza para dos tipos de p\u00fablicos: empresas que pagaban por sus servicios premium, y usuarios que usaban la app de forma gratuita. Pod\u00edan hacer reuniones de hasta 500 personas con un m\u00e1ximo de 40 min. Zoom comienza a crecer y su producto se hace cada vez m\u00e1s conocido, sobre todo entre los trabajadores de empresas tecnol\u00f3gicas.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Su estrategia era clara, gastar lo indispensable en marketing y priorizar el producto. As\u00ed, cada a\u00f1o las ventajas de Zoom respecto a la competencia eran mayores.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Con todo a favor, la compa\u00f1\u00eda se hace p\u00fablica en 2019, y todo parec\u00eda que iba viento en popa, pero\u2026 llega el Covid.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">A finales de 2019 Zoom pose\u00eda unos 10 millones de usuarios activos. Pas\u00f3 sin darse cuenta a 200 millones en marzo de 2020. debido a las cuarentenas impuestas por muchos pa\u00edses, no solo las empresas usaban la app, las familias y los amigos comenzaron a utilizarla a diario para comunicarse. Todo esto parecen buenas noticias, pero Zoom no estaba preparada para semejante volumen de tr\u00e1fico.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Acusaciones de filtraciones de datos, problemas de seguridad, mala encriptaci\u00f3n\u2026 todo se pod\u00eda ir al garete.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Zoom ha comenzado a solucionar los problemas, pero est\u00e1 lejos de tener la situaci\u00f3n bajo control. Pese al enorme \u00e9xito, la app nunca fue pensada para este uso masivo. Por ello, Eric y todo su equipo necesitan adaptar su empresa a esta nueva dimensi\u00f3n.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFQue_podemos_aprender_de_esta_historia\"><\/span><b>\u00bfQu\u00e9 podemos aprender de esta historia?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li style=\"font-weight: 400; text-align: justify;\">Siempre hay sitio para uno m\u00e1s en el mercado si consigues <strong>ofrecer un producto mejorado<\/strong> con respecto a la competencia. No puedes competir en marketing con los grandes de tu sector, pero igual si lo puedes hacer en producto.<\/li><li style=\"font-weight: 400; text-align: justify;\">En un primer momento, c\u00e9ntrate en un <strong>peque\u00f1o nicho de mercado<\/strong> y crea un producto adaptado a todas sus necesidades. Las grandes empresas del mercado van a intentar satisfacer al m\u00e1ximo n\u00famero de personas posibles, por lo que su producto no puede ser tan espec\u00edfico. Aprov\u00e9chate de eso.<\/li><li style=\"font-weight: 400; text-align: justify;\"><strong>Controla el crecimiento<\/strong>: tienes que crecer, pero nunca lo puedes hacer sacrificando la calidad de tu producto. Es frecuente en el mundo del ecommerce que debido a situaciones ajenas a nosotros, como puede ser nuestra situaci\u00f3n actual, el volumen de pedidos sobrepase nuestra capacidad. Puede ser tentador aceptar todos esos pedidos a costa de retrasos en los plazos de entrega o un peor servicio, pensando que puede ser una buena oportunidad para captar nuevos clientes en nuestra web, pero no conseguiremos fidelizar estos compradores si no damos nuestro mejor servicio. Es mejor un crecimiento m\u00e1s pausado, pero asentado sobre fuertes cimientos.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n    \t","protected":false},"excerpt":{"rendered":"<p>If there is an app that has become fashionable during the Covid crisis, it can be said without hesitation Zoom. This application has been with us for more years than you think, but it wasn't until the planet was plunged into a global pandemic that it became world famous.\n\n\n\nBut, all that glitters is not gold. Zoom has been on the verge of one of the most famous deaths: death by success. Before we start, let's put ourselves in context to understand how they got to that point:\n\n\n\nZoom was born in 2011. Eric Yuan, a Silicon Valley entrepreneur, created Zoom out of his own need. As a young man, he had to take a 10-hour train ride to see his partner and began dreaming of a way to enhance his relationship with his partner through the use of new technologies.\n\n\n\nMany years later, working at a Silicon Valley technology company, Eric approached his superiors about the need to create a lightweight video chat service with which companies could hold meetings. At the time, Skype and Webex dominated that market, and there didn't seem to be room for more tools. All his friends and acquaintances insist that the market is too saturated and that it is not a good idea to invest in it.\n\n\n\nDespite having everything against him, he creates Zoom. It was officially launched in 2013, at a time when Skype was starting to be updated to be more intuitive on mobile devices and Google was releasing Hangouts.\n\n\n\nBUSINESS STRATEGY\n\n\n\nIt was launched for two types of audiences: companies that paid for its premium services, and users who used the app for free. They could hold meetings of up to 500 people with a maximum of 40 minutes. Zoom began to grow and its product became increasingly well known, especially among employees of technology companies.\n\n\n\nTheir strategy was clear: spend the essential on marketing and prioritize the product. Thus, each year Zoom's advantages over the competition became greater and greater.\n\n\n\nWith everything in its favor, the company went public in 2019, and everything seemed to be going smoothly, but... along came Covid.\n\n\n\nAt the end of 2019 Zoom had about 10 million active users. It inadvertently went to 200 million in March 2020. due to quarantines imposed by many countries, not only companies were using the app, families and friends started using it on a daily basis to communicate. This all sounds like good news, but Zoom was not prepared for such a volume of traffic.\n\n\n\nAccusations of data leaks, security problems, poor encryption... everything could go down the drain.\n\n\n\nZoom has started to fix the problems, but is far from having the situation under control. Despite its huge success, the app was never intended for this massive use. Eric and his team need to adapt their company to this new dimension.\n\n\n\nWhat can we learn from this story?\n\n\n\nThere is always room for one more in the market if you can offer a product that is better than the competition. You can't compete in marketing with the big players in your industry, but you can compete in product, so first, focus on a small niche market and create a product adapted to all their needs. The big companies in the market are going to try to satisfy as many people as possible, so your product cannot be so specific. Control growth: you have to grow, but you can never do it by sacrificing the quality of your product. It is common in the ecommerce world that due to situations beyond our control, such as our current situation, the volume of orders exceeds our capacity. It may be tempting to accept all those orders at the cost of delays in delivery times or a worse service, thinking that it may be a good opportunity to attract new customers to our website, but we will not get these buyers loyalty if we do not give our best service. It is better to grow more slowly, but built on strong foundations. \u00a0<\/p>","protected":false},"author":42,"featured_media":23302,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[23,39],"tags":[],"class_list":["post-23299","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-casos-de-exito","category-herramientas"],"_links":{"self":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/23299","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/users\/42"}],"replies":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/comments?post=23299"}],"version-history":[{"count":0,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/23299\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media\/23302"}],"wp:attachment":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media?parent=23299"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/categories?post=23299"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/tags?post=23299"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}