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Zoom并不想成為網(wǎng)紅公司

MICHAL LEV-RAM
2020-04-23

2億,這是3月份Zoom上每天參加會(huì)議的人數(shù)。去年12月份,該數(shù)字只有1千萬。關(guān)注度的爆炸式增長,讓Zoom措手不及。袁征已經(jīng)開始四處道歉。

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視頻行業(yè)的明星:Zoom管理團(tuán)隊(duì)的成員有一半是其CEO袁征創(chuàng)業(yè)之前在思科的同事。思科旗下也有一個(gè)視頻會(huì)議業(yè)務(wù)Webex。與許多人一樣,現(xiàn)在他們每天也在Zoom上開會(huì)。圖片來源:Courtesy of Zoom Video Communications

硅谷的華裔精英很多,但爬到最頂層的并沒有幾個(gè),移民自中國的袁征現(xiàn)在就是硅谷最知名的新富豪。疫情之下,他創(chuàng)立的視頻會(huì)議軟件Zoom,從一個(gè)成功的硅谷小企業(yè)變成了更成功的全球級(jí)的現(xiàn)象。

袁征出生在山東,90年代中期來到美國,他曾在采訪中說,自己曾被拒簽八次。他說,自己見識(shí)了第一波互聯(lián)網(wǎng)浪潮后,就不希望錯(cuò)過。在加入WebEx,為其寫代碼時(shí),他當(dāng)時(shí)甚至還不會(huì)說英文。

今天大紅大紫的Zoom,其實(shí)已經(jīng)存在了八年,但疫情讓這個(gè)原本只有企業(yè)客戶的軟件火遍全球。突然的爆紅讓團(tuán)隊(duì)措手不及,近期更是被爆未采用業(yè)界標(biāo)準(zhǔn)的加密法來加密線上會(huì)議,頓時(shí)陷入一場安全危機(jī)之中。而更大的挑戰(zhàn)還在未來:如果用戶都不付費(fèi),長期而言也將影響公司的盈利能力。

這是一個(gè)突然走到鎂光燈下,受到全球矚目的硅谷企業(yè)的故事,它的路還很漫長。

大部分創(chuàng)業(yè)者都會(huì)夢想著有一天,突然新用戶如潮水般涌來,但對(duì)于Zoom公司50歲的創(chuàng)始人兼CEO袁征而言,用戶數(shù)量突然暴漲并沒有讓他從夢中笑醒,而幾乎成為了他的噩夢。不僅Zoom一下子新增9萬個(gè)學(xué)校用戶,而且他還要一一教會(huì)他們?nèi)绾问褂卯a(chǎn)品。袁征在四月初接受采訪時(shí)曾表示:“我們以為客戶的IT團(tuán)隊(duì)能幫助,但我們錯(cuò)了,我們變成了客戶的IT部門。

但我們很難去同情他,畢竟,他已進(jìn)入全球富豪榜,他的公司,是少數(shù)幾家因?yàn)橐咔槎熬耙黄蠛玫墓?。但是,我們在通過Zoom采訪他時(shí),他依舊給人一種精疲力竭的感覺,他臉色蒼白,背后是用Zoom特定的虛擬背景功能挑選出的一張華麗的金門大橋背景圖。

我們可以理解他的懊惱。一個(gè)月前,袁征要求全部2,500名員工在家辦公,比加州的全境封鎖令還早了12天。之后的幾周,隨著新冠疫情在全球持續(xù)蔓延,這家位于圣何塞的公司的熱度開始飆升?!癦oom”很快變成了一個(gè)動(dòng)詞,意即“開視頻會(huì)議“,從瑜伽教練到財(cái)富500強(qiáng)公司高管,所有人突然都沒法去公司,開視頻會(huì)議就成了一種新的標(biāo)準(zhǔn)工作方式。Zoom的每日用戶從12月份的1,000萬人,猛增到3月份的2億人,公司股價(jià)上漲了80%,市值達(dá)到350億美元。

但快速增長帶來的挑戰(zhàn),卻讓日程滿滿的CEO難以應(yīng)對(duì)。簡單易用是Zoom從競爭對(duì)手中脫穎而出的主要優(yōu)勢,但這個(gè)優(yōu)勢卻變得十分棘手。Zoom的默認(rèn)設(shè)置不需要密碼,結(jié)果就誕生了另一個(gè)疫情中流行的詞匯:“Zoom轟炸“,它指的是不請(qǐng)自來,令人討厭的訪客闖入私人會(huì)議。Zoom還成為黑客攻擊的目標(biāo),因?yàn)槠滠浖嬖诼┒矗谟脩舨恢榈那闆r下,用戶攝像頭會(huì)被遠(yuǎn)程控制,或者用于其他不法行為,對(duì)這一危機(jī),公司不得不迅即修復(fù)軟件漏洞。

最下邊一排的Zoom首席營銷官亞尼內(nèi)·佩洛西正在主持營銷團(tuán)隊(duì)放松休閑的團(tuán)聚派對(duì)。圖片來源:Courtesy of Zoom Video Communications

關(guān)注度的爆炸式增長,讓Zoom措手不及。畢竟,十年來,Zoom主要服務(wù)的是企業(yè)用戶而不是大眾。袁征已經(jīng)開始四處道歉,寫了一篇道歉的博文,并接受了大量媒體采訪。談到Zoom的安全問題時(shí),他說:“我很羞愧,這是我的錯(cuò)。”他為軟件增加了更多保護(hù)功能,比如入會(huì)強(qiáng)制密碼設(shè)置等,他承認(rèn),這些措施會(huì)使Zoom的易用性大打折扣,人們沒法再一鍵進(jìn)入會(huì)議了,“當(dāng)然會(huì)有一些影響,“袁征說,”但我們必須贏回用戶的信任?!?/p>

贏得信任并不是Zoom面臨的唯一障礙。與直覺相反,使用量激增并不一定會(huì)變成利潤,因?yàn)樵S多新用戶并非付費(fèi)用戶,而且他們可能永遠(yuǎn)也不會(huì)付費(fèi)。這個(gè)挑戰(zhàn),至少從投資角度來說,可能比安全問題更嚴(yán)重。“免費(fèi)提供產(chǎn)品太長時(shí)間,我覺得并不能持續(xù)下去。”加拿大皇家銀行資本市場分析師艾利克斯·祖金說。

現(xiàn)在的Zoom,即使它安全性不夠完美,細(xì)枝末節(jié)遭到各種審視,它依然廣受歡迎,但當(dāng)全世界恢復(fù)正常以后,它還能延續(xù)現(xiàn)在的成功嗎?沒有人能做出保證。

從思科出走的硅谷亮點(diǎn)

Zoom一直比較低調(diào),直到2019年4月成功進(jìn)行了首次公開募股。公司以每股36美元的價(jià)格募資3.57億美元,此后股價(jià)迅速突破100美元大關(guān)。就在它上市不久之前,被炒的沸沸揚(yáng)揚(yáng)的Uber和Lyft等初創(chuàng)公司上市后卻表現(xiàn)令人失望,因此Zoom一下子成為硅谷的亮點(diǎn)之一。Zoom的早期用戶以高校和小型科技公司為主,而且,視頻會(huì)議其實(shí)也不是什么新鮮事?!耙恢币詠?,人們都以為視頻會(huì)議市場競爭激烈,不會(huì)有太大空間?!痹伎破髽I(yè)發(fā)展部門負(fù)責(zé)人、Zoom早期投資者丹·施曼說。

對(duì)思科而言,從很多方面看都忽視了Zoom的出現(xiàn)。2007年,思科這個(gè)網(wǎng)絡(luò)設(shè)備巨頭收購了商業(yè)視頻會(huì)議公司W(wǎng)ebex,當(dāng)時(shí)袁征在該公司任工程業(yè)務(wù)副總裁。他在四年后離開了思科,帶走了40位工程師自行創(chuàng)業(yè),開發(fā)出他們自己的Webex?!皵U(kuò)展視頻通話的技術(shù)難度很高,“Zoom首席產(chǎn)品官、原Webex員工奧迪德·蓋爾說,”追隨袁征的工程師們開發(fā)出了市面上最好的屏幕共享技術(shù),全世界能做到這一點(diǎn)的人并不多?!?/p>

這些創(chuàng)業(yè)者們并沒有簡單地復(fù)制Webex。袁征認(rèn)為,思科提供的工業(yè)級(jí)產(chǎn)品中應(yīng)該更加適應(yīng)現(xiàn)代社會(huì),使人們能在奔波忙碌中也通過手機(jī)和筆記本電腦訪問。他還認(rèn)為,在網(wǎng)絡(luò)信號(hào)不好,或者用蜂窩網(wǎng)絡(luò)連接時(shí),視頻會(huì)議應(yīng)用也必須能順利展開,而且要優(yōu)于現(xiàn)有的視頻會(huì)議系統(tǒng),因?yàn)楝F(xiàn)有系統(tǒng)會(huì)占用大量帶寬,開一次視頻會(huì)議還不如通個(gè)電話?!霸骰藘赡陼r(shí)間搭建Zoom的核心架構(gòu)?!癦oom另一位早期投資者、Emergence Capital的普通合伙人桑迪·薩博托夫斯基說,“他付出了巨大努力,沒走任何捷徑?!?/p>

袁征的目標(biāo)是將Zoom打造成一款可擴(kuò)展的可靠應(yīng)用?,F(xiàn)有的很多視頻會(huì)議軟件,都需要用戶首先各種點(diǎn)擊,有的還要事先下載,才能最終進(jìn)入視頻頁面,袁征希望他的產(chǎn)品能夠減少這些流程,更容易使用。在Zoom之前,市場上已經(jīng)有大量簡單的視頻對(duì)話產(chǎn)品,國際上有谷歌的Hangouts、微軟的Skype、蘋果的Facetime等,在中國國內(nèi),還有應(yīng)用廣泛的微信。因此Zoom要想成功,必須得有獨(dú)到之處?!拔覀冞@個(gè)行業(yè)猛獸環(huán)伺?!盳oom首席營銷官、袁征的另一位思科前同事亞尼內(nèi)·佩洛西說。(Zoom 12名管理人員中,六人是袁征在思科的同事。)

圖:Zoom IPO之后的股價(jià)表現(xiàn)

Zoom采取“免費(fèi)增值”定價(jià)模式,對(duì)大多數(shù)用戶免費(fèi),同時(shí)追加特殊功能增值服務(wù),深受企業(yè)用戶的歡迎。目前流行的免費(fèi)版支持最多100人通話40分鐘,一對(duì)一通話不受限制。Zoom的付費(fèi)賬戶最低為每人每月15美元,可長時(shí)間通話,并且增加了各種管理控制功能。針對(duì)公司的版本功能更豐富,還提供了額外的鈴聲和提示音。

Zoom一直堅(jiān)持以企業(yè)客戶為主的初衷,在其上市時(shí)已經(jīng)小有盈利。截至2019年1月31日,Zoom年銷售額3.3億美元,盈利近800萬美元。一年后,公司銷售額翻了一番達(dá)到6.23億美元,利潤增長了近三倍,高達(dá)2,200萬美元,輕松超出華爾街預(yù)期。“他們的生意做得很好。即使在疫情之前,Zoom的股價(jià)也漲的很快?!凹幽么蠡始毅y行的分析師祖金說。

疫情下,云會(huì)議軟件混戰(zhàn)

事實(shí)上,早在病毒影響到中國各地之前,Zoom的收入增長速度在軟件行業(yè)內(nèi)就已經(jīng)是最快的了。疫情之下,Zoom在國內(nèi)也很受歡迎。中國采取封城措施之后,Zoom取消了對(duì)中國用戶的時(shí)長限制。3月份,美國也開始了遠(yuǎn)程辦公,短短幾周內(nèi),Zoom就從一則硅谷成功故事變成了一種全球現(xiàn)象。

也就是這時(shí),事情變得有點(diǎn)失控了。

雖然袁征公開進(jìn)行了道歉,并在重新評(píng)估Zoom各項(xiàng)功能,但那些財(cái)力雄厚、規(guī)模龐大的競爭對(duì)手們卻抓住了這個(gè)時(shí)機(jī)。袁征的前雇主Webex的使用量也大幅增加,3月份其美國的每月平均會(huì)議時(shí)長增長了三倍。而且,該公司在積極向新老客戶強(qiáng)調(diào)其對(duì)客戶隱私和安全的重視,并以此作為賣點(diǎn)?!爱?dāng)前,這種差異對(duì)我們很有幫助。”Webex所在的思科協(xié)作部門負(fù)責(zé)人斯里·斯里尼瓦桑說。以企業(yè)用戶為主的Microsoft Teams包含視頻會(huì)議功能,也可以補(bǔ)充進(jìn)面向普通消費(fèi)者的Skype服務(wù)里,其使用率同樣也增加了,微軟稱有50萬個(gè)機(jī)構(gòu)通過捆綁訂閱Office365在使用這個(gè)業(yè)務(wù)。

連一些小公司也想在Zoom陷入困境時(shí)有所作為,比如網(wǎng)絡(luò)電話提供商RingCentral。4月初,RingCentral宣布推出視頻通話產(chǎn)品。之前七年,該公司一直使用Zoom為客戶提供“白標(biāo)”視頻會(huì)議工具(即RingCentral使用Zoom的產(chǎn)品,但使用自己的Logo標(biāo)識(shí)和報(bào)價(jià))。在解釋為什么不再依賴Zoom時(shí),RingCentral公司創(chuàng)始人兼CEO威拉德·史穆尼斯說:“我們必須掌控自己的命運(yùn)?!?/p>

在中國,云會(huì)議軟件也很競爭激烈。除了Zoom之外,有騰訊會(huì)議、全時(shí)云會(huì)議等專用在線會(huì)議軟件,還有釘釘、企業(yè)微信、飛書等辦公軟件附帶在線會(huì)議功能。而且和Zoom一樣,大多數(shù)此類軟件都在疫情期間為企業(yè)或全社會(huì)用戶提供免費(fèi)云視頻會(huì)議服務(wù)。

但作為一家海外企業(yè),Zoom在這場云會(huì)議軟件混戰(zhàn)中表現(xiàn)較為出色。在中國疫情大規(guī)模爆發(fā)前,Zoom在中國內(nèi)地iphone端的商務(wù)免費(fèi)榜中還在20位之外,但從1月26日起,其排名一路飆升,兩個(gè)月后基本穩(wěn)居該榜前五名。隨著疫情在全球蔓延,Zoom更是走紅全球。

就算有競爭對(duì)手,Zoom目前的發(fā)展勢頭并不一定會(huì)受到多大的影響。Zoom首席財(cái)務(wù)官凱利·斯塔克伯格表示,RingCentral等合作客戶帶來的收入在Zoom的總銷售額中所占比例不足10%。此外,Zoom增長如此之快,它目前的安全危機(jī)也許最終也就不了了之了,一款產(chǎn)品只要非常有用,消費(fèi)者就可能會(huì)原諒產(chǎn)品中所存在的安全漏洞。比如Facebook就是一個(gè)典型的案例。

投資者對(duì)Zoom增收持保守態(tài)度

但作為最受公眾喜愛的視頻會(huì)議工具,Zoom還要面臨另外一個(gè)問題:有多少新用戶會(huì)轉(zhuǎn)化為付費(fèi)用戶?與另外一款協(xié)作工具軟件Slack不同,Zoom沒有透漏其付費(fèi)用戶的比例,也沒有解釋,到底有多少免費(fèi)用戶轉(zhuǎn)化為付費(fèi)用戶。雖然其公司承認(rèn),用戶增加可能會(huì)侵蝕利潤,但它并沒有量化這種風(fēng)險(xiǎn)。

Zoom目前的市值已經(jīng)與汽車巨頭通用公司相當(dāng),一直在密切關(guān)注Zoom市值變化的投資者對(duì)此感到擔(dān)憂。摩根士丹利分析師梅塔·馬紹爾在一篇報(bào)告中寫道:“對(duì)于Zoom的長期變現(xiàn)能力,我們持保留態(tài)度?!比鹗啃刨J分析師布拉德·澤爾尼克在4月6日將對(duì)Zoom股票的評(píng)級(jí)下調(diào)為“遜于大盤”,他的觀點(diǎn)更加直接,他對(duì)客戶說:“我們預(yù)計(jì)近期的快速增長中,很大一部分難以為繼,它們中很多來自免費(fèi)用戶或教育機(jī)構(gòu),這一部分很難變現(xiàn)?!?/p>

采訪中,可以感受到袁征似乎對(duì)公司成為爆款感到后悔。他現(xiàn)在重點(diǎn)要做的是讓客戶心安,而不是在那邊歡呼。他已經(jīng)暫停了所有新功能的開發(fā),包括人們期待已久的與Snapchat類似的化妝濾鏡也將推遲發(fā)布,他要求團(tuán)隊(duì)把所有時(shí)間都用于修復(fù)安全漏洞?!拔覀儠?huì)進(jìn)行全面評(píng)估?!痹髡f,“凡是對(duì)用戶安全和隱私有負(fù)面影響的功能,我們會(huì)直接關(guān)閉。”

在這個(gè)過程中,袁征也需要確保不會(huì)因?yàn)檫@些措施而導(dǎo)致用戶流失,這些用戶們都認(rèn)為,因?yàn)樗漠a(chǎn)品,才更容易度過這場全球危機(jī)。畢竟,多數(shù)人都與袁征一樣,期待著有一天能重新回到辦公室,到那時(shí),他要確保我們還想用Zoom開會(huì)。

并非一夜成名

許多人可能認(rèn)為Zoom是橫空出世的。事實(shí)上,Zoom是一家成立八年之久的私人初創(chuàng)公司,因?yàn)楹唵我子枚钍芷髽I(yè)用戶的歡迎。

2011年:Zoom的前身Saasbee公司成立

2012年:公司更名為Zoom Video Communications

2013年:首次公開發(fā)布Zoom會(huì)議,截至該年底,平臺(tái)支持的年度會(huì)議時(shí)長達(dá)到2億分鐘

2014年:發(fā)布Zoom聊天、Zoom視頻網(wǎng)絡(luò)研討會(huì)和Zoom會(huì)議室等服務(wù)

2015年:員工達(dá)到100人

2016年:年度會(huì)議時(shí)長達(dá)到60億分鐘

2017年:發(fā)布Zoom開發(fā)者平臺(tái),并舉辦了首次用戶會(huì)議Zoomtopia

2018年:發(fā)布Zoom 電話系統(tǒng)和第三方應(yīng)用平臺(tái)

2019年:月度會(huì)議時(shí)長超過50億分鐘。成功上市。

A version of this article appears in the May 2020 issue of Fortune with the headline "How Zoom Zoomed."(財(cái)富中文網(wǎng))

本文的一個(gè)版本發(fā)表于2020年5月的《財(cái)富》雜志,標(biāo)題為《Zoom如何實(shí)現(xiàn)飛速發(fā)展》

翻譯:劉進(jìn)龍

審校:汪皓

責(zé)編:雨晨

硅谷的華裔精英很多,但爬到最頂層的并沒有幾個(gè),移民自中國的袁征現(xiàn)在就是硅谷最知名的新富豪。疫情之下,他創(chuàng)立的視頻會(huì)議軟件Zoom,從一個(gè)成功的硅谷小企業(yè)變成了更成功的全球級(jí)的現(xiàn)象。

袁征出生在山東,90年代中期來到美國,他曾在采訪中說,自己曾被拒簽八次。他說,自己見識(shí)了第一波互聯(lián)網(wǎng)浪潮后,就不希望錯(cuò)過。在加入WebEx,為其寫代碼時(shí),他當(dāng)時(shí)甚至還不會(huì)說英文。

今天大紅大紫的Zoom,其實(shí)已經(jīng)存在了八年,但疫情讓這個(gè)原本只有企業(yè)客戶的軟件火遍全球。突然的爆紅讓團(tuán)隊(duì)措手不及,近期更是被爆未采用業(yè)界標(biāo)準(zhǔn)的加密法來加密線上會(huì)議,頓時(shí)陷入一場安全危機(jī)之中。而更大的挑戰(zhàn)還在未來:如果用戶都不付費(fèi),長期而言也將影響公司的盈利能力。

這是一個(gè)突然走到鎂光燈下,受到全球矚目的硅谷企業(yè)的故事,它的路還很漫長。

大部分創(chuàng)業(yè)者都會(huì)夢想著有一天,突然新用戶如潮水般涌來,但對(duì)于Zoom公司50歲的創(chuàng)始人兼CEO袁征而言,用戶數(shù)量突然暴漲并沒有讓他從夢中笑醒,而幾乎成為了他的噩夢。不僅Zoom一下子新增9萬個(gè)學(xué)校用戶,而且他還要一一教會(huì)他們?nèi)绾问褂卯a(chǎn)品。袁征在四月初接受采訪時(shí)曾表示:“我們以為客戶的IT團(tuán)隊(duì)能幫助,但我們錯(cuò)了,我們變成了客戶的IT部門。

但我們很難去同情他,畢竟,他已進(jìn)入全球富豪榜,他的公司,是少數(shù)幾家因?yàn)橐咔槎熬耙黄蠛玫墓?。但是,我們在通過Zoom采訪他時(shí),他依舊給人一種精疲力竭的感覺,他臉色蒼白,背后是用Zoom特定的虛擬背景功能挑選出的一張華麗的金門大橋背景圖。

我們可以理解他的懊惱。一個(gè)月前,袁征要求全部2,500名員工在家辦公,比加州的全境封鎖令還早了12天。之后的幾周,隨著新冠疫情在全球持續(xù)蔓延,這家位于圣何塞的公司的熱度開始飆升。“Zoom”很快變成了一個(gè)動(dòng)詞,意即“開視頻會(huì)議“,從瑜伽教練到財(cái)富500強(qiáng)公司高管,所有人突然都沒法去公司,開視頻會(huì)議就成了一種新的標(biāo)準(zhǔn)工作方式。Zoom的每日用戶從12月份的1,000萬人,猛增到3月份的2億人,公司股價(jià)上漲了80%,市值達(dá)到350億美元。

但快速增長帶來的挑戰(zhàn),卻讓日程滿滿的CEO難以應(yīng)對(duì)。簡單易用是Zoom從競爭對(duì)手中脫穎而出的主要優(yōu)勢,但這個(gè)優(yōu)勢卻變得十分棘手。Zoom的默認(rèn)設(shè)置不需要密碼,結(jié)果就誕生了另一個(gè)疫情中流行的詞匯:“Zoom轟炸“,它指的是不請(qǐng)自來,令人討厭的訪客闖入私人會(huì)議。Zoom還成為黑客攻擊的目標(biāo),因?yàn)槠滠浖嬖诼┒?,在用戶不知情的情況下,用戶攝像頭會(huì)被遠(yuǎn)程控制,或者用于其他不法行為,對(duì)這一危機(jī),公司不得不迅即修復(fù)軟件漏洞。

關(guān)注度的爆炸式增長,讓Zoom措手不及。畢竟,十年來,Zoom主要服務(wù)的是企業(yè)用戶而不是大眾。袁征已經(jīng)開始四處道歉,寫了一篇道歉的博文,并接受了大量媒體采訪。談到Zoom的安全問題時(shí),他說:“我很羞愧,這是我的錯(cuò)。”他為軟件增加了更多保護(hù)功能,比如入會(huì)強(qiáng)制密碼設(shè)置等,他承認(rèn),這些措施會(huì)使Zoom的易用性大打折扣,人們沒法再一鍵進(jìn)入會(huì)議了,“當(dāng)然會(huì)有一些影響,“袁征說,”但我們必須贏回用戶的信任?!?/p>

贏得信任并不是Zoom面臨的唯一障礙。與直覺相反,使用量激增并不一定會(huì)變成利潤,因?yàn)樵S多新用戶并非付費(fèi)用戶,而且他們可能永遠(yuǎn)也不會(huì)付費(fèi)。這個(gè)挑戰(zhàn),至少從投資角度來說,可能比安全問題更嚴(yán)重?!懊赓M(fèi)提供產(chǎn)品太長時(shí)間,我覺得并不能持續(xù)下去?!奔幽么蠡始毅y行資本市場分析師艾利克斯·祖金說。

現(xiàn)在的Zoom,即使它安全性不夠完美,細(xì)枝末節(jié)遭到各種審視,它依然廣受歡迎,但當(dāng)全世界恢復(fù)正常以后,它還能延續(xù)現(xiàn)在的成功嗎?沒有人能做出保證。

從思科出走的硅谷亮點(diǎn)

Zoom一直比較低調(diào),直到2019年4月成功進(jìn)行了首次公開募股。公司以每股36美元的價(jià)格募資3.57億美元,此后股價(jià)迅速突破100美元大關(guān)。就在它上市不久之前,被炒的沸沸揚(yáng)揚(yáng)的Uber和Lyft等初創(chuàng)公司上市后卻表現(xiàn)令人失望,因此Zoom一下子成為硅谷的亮點(diǎn)之一。Zoom的早期用戶以高校和小型科技公司為主,而且,視頻會(huì)議其實(shí)也不是什么新鮮事?!耙恢币詠?,人們都以為視頻會(huì)議市場競爭激烈,不會(huì)有太大空間。”原思科企業(yè)發(fā)展部門負(fù)責(zé)人、Zoom早期投資者丹·施曼說。

對(duì)思科而言,從很多方面看都忽視了Zoom的出現(xiàn)。2007年,思科這個(gè)網(wǎng)絡(luò)設(shè)備巨頭收購了商業(yè)視頻會(huì)議公司W(wǎng)ebex,當(dāng)時(shí)袁征在該公司任工程業(yè)務(wù)副總裁。他在四年后離開了思科,帶走了40位工程師自行創(chuàng)業(yè),開發(fā)出他們自己的Webex?!皵U(kuò)展視頻通話的技術(shù)難度很高,“Zoom首席產(chǎn)品官、原Webex員工奧迪德·蓋爾說,”追隨袁征的工程師們開發(fā)出了市面上最好的屏幕共享技術(shù),全世界能做到這一點(diǎn)的人并不多?!?/p>

這些創(chuàng)業(yè)者們并沒有簡單地復(fù)制Webex。袁征認(rèn)為,思科提供的工業(yè)級(jí)產(chǎn)品中應(yīng)該更加適應(yīng)現(xiàn)代社會(huì),使人們能在奔波忙碌中也通過手機(jī)和筆記本電腦訪問。他還認(rèn)為,在網(wǎng)絡(luò)信號(hào)不好,或者用蜂窩網(wǎng)絡(luò)連接時(shí),視頻會(huì)議應(yīng)用也必須能順利展開,而且要優(yōu)于現(xiàn)有的視頻會(huì)議系統(tǒng),因?yàn)楝F(xiàn)有系統(tǒng)會(huì)占用大量帶寬,開一次視頻會(huì)議還不如通個(gè)電話?!霸骰藘赡陼r(shí)間搭建Zoom的核心架構(gòu)?!癦oom另一位早期投資者、Emergence Capital的普通合伙人桑迪·薩博托夫斯基說,“他付出了巨大努力,沒走任何捷徑。”

袁征的目標(biāo)是將Zoom打造成一款可擴(kuò)展的可靠應(yīng)用?,F(xiàn)有的很多視頻會(huì)議軟件,都需要用戶首先各種點(diǎn)擊,有的還要事先下載,才能最終進(jìn)入視頻頁面,袁征希望他的產(chǎn)品能夠減少這些流程,更容易使用。在Zoom之前,市場上已經(jīng)有大量簡單的視頻對(duì)話產(chǎn)品,國際上有谷歌的Hangouts、微軟的Skype、蘋果的Facetime等,在中國國內(nèi),還有應(yīng)用廣泛的微信。因此Zoom要想成功,必須得有獨(dú)到之處。“我們這個(gè)行業(yè)猛獸環(huán)伺?!盳oom首席營銷官、袁征的另一位思科前同事亞尼內(nèi)·佩洛西說。(Zoom 12名管理人員中,六人是袁征在思科的同事。)

Zoom采取“免費(fèi)增值”定價(jià)模式,對(duì)大多數(shù)用戶免費(fèi),同時(shí)追加特殊功能增值服務(wù),深受企業(yè)用戶的歡迎。目前流行的免費(fèi)版支持最多100人通話40分鐘,一對(duì)一通話不受限制。Zoom的付費(fèi)賬戶最低為每人每月15美元,可長時(shí)間通話,并且增加了各種管理控制功能。針對(duì)公司的版本功能更豐富,還提供了額外的鈴聲和提示音。

Zoom一直堅(jiān)持以企業(yè)客戶為主的初衷,在其上市時(shí)已經(jīng)小有盈利。截至2019年1月31日,Zoom年銷售額3.3億美元,盈利近800萬美元。一年后,公司銷售額翻了一番達(dá)到6.23億美元,利潤增長了近三倍,高達(dá)2,200萬美元,輕松超出華爾街預(yù)期?!八麄兊纳庾龅煤芎谩<词乖谝咔橹?,Zoom的股價(jià)也漲的很快。“加拿大皇家銀行的分析師祖金說。

疫情下,云會(huì)議軟件混戰(zhàn)

事實(shí)上,早在病毒影響到中國各地之前,Zoom的收入增長速度在軟件行業(yè)內(nèi)就已經(jīng)是最快的了。疫情之下,Zoom在國內(nèi)也很受歡迎。中國采取封城措施之后,Zoom取消了對(duì)中國用戶的時(shí)長限制。3月份,美國也開始了遠(yuǎn)程辦公,短短幾周內(nèi),Zoom就從一則硅谷成功故事變成了一種全球現(xiàn)象。

也就是這時(shí),事情變得有點(diǎn)失控了。

雖然袁征公開進(jìn)行了道歉,并在重新評(píng)估Zoom各項(xiàng)功能,但那些財(cái)力雄厚、規(guī)模龐大的競爭對(duì)手們卻抓住了這個(gè)時(shí)機(jī)。袁征的前雇主Webex的使用量也大幅增加,3月份其美國的每月平均會(huì)議時(shí)長增長了三倍。而且,該公司在積極向新老客戶強(qiáng)調(diào)其對(duì)客戶隱私和安全的重視,并以此作為賣點(diǎn)。“當(dāng)前,這種差異對(duì)我們很有幫助?!盬ebex所在的思科協(xié)作部門負(fù)責(zé)人斯里·斯里尼瓦桑說。以企業(yè)用戶為主的Microsoft Teams包含視頻會(huì)議功能,也可以補(bǔ)充進(jìn)面向普通消費(fèi)者的Skype服務(wù)里,其使用率同樣也增加了,微軟稱有50萬個(gè)機(jī)構(gòu)通過捆綁訂閱Office365在使用這個(gè)業(yè)務(wù)。

連一些小公司也想在Zoom陷入困境時(shí)有所作為,比如網(wǎng)絡(luò)電話提供商RingCentral。4月初,RingCentral宣布推出視頻通話產(chǎn)品。之前七年,該公司一直使用Zoom為客戶提供“白標(biāo)”視頻會(huì)議工具(即RingCentral使用Zoom的產(chǎn)品,但使用自己的Logo標(biāo)識(shí)和報(bào)價(jià))。在解釋為什么不再依賴Zoom時(shí),RingCentral公司創(chuàng)始人兼CEO威拉德·史穆尼斯說:“我們必須掌控自己的命運(yùn)?!?/p>

在中國,云會(huì)議軟件也很競爭激烈。除了Zoom之外,有騰訊會(huì)議、全時(shí)云會(huì)議等專用在線會(huì)議軟件,還有釘釘、企業(yè)微信、飛書等辦公軟件附帶在線會(huì)議功能。而且和Zoom一樣,大多數(shù)此類軟件都在疫情期間為企業(yè)或全社會(huì)用戶提供免費(fèi)云視頻會(huì)議服務(wù)。

但作為一家海外企業(yè),Zoom在這場云會(huì)議軟件混戰(zhàn)中表現(xiàn)較為出色。在中國疫情大規(guī)模爆發(fā)前,Zoom在中國內(nèi)地iphone端的商務(wù)免費(fèi)榜中還在20位之外,但從1月26日起,其排名一路飆升,兩個(gè)月后基本穩(wěn)居該榜前五名。隨著疫情在全球蔓延,Zoom更是走紅全球。

就算有競爭對(duì)手,Zoom目前的發(fā)展勢頭并不一定會(huì)受到多大的影響。Zoom首席財(cái)務(wù)官凱利·斯塔克伯格表示,RingCentral等合作客戶帶來的收入在Zoom的總銷售額中所占比例不足10%。此外,Zoom增長如此之快,它目前的安全危機(jī)也許最終也就不了了之了,一款產(chǎn)品只要非常有用,消費(fèi)者就可能會(huì)原諒產(chǎn)品中所存在的安全漏洞。比如Facebook就是一個(gè)典型的案例。

投資者對(duì)Zoom增收持保守態(tài)度

但作為最受公眾喜愛的視頻會(huì)議工具,Zoom還要面臨另外一個(gè)問題:有多少新用戶會(huì)轉(zhuǎn)化為付費(fèi)用戶?與另外一款協(xié)作工具軟件Slack不同,Zoom沒有透漏其付費(fèi)用戶的比例,也沒有解釋,到底有多少免費(fèi)用戶轉(zhuǎn)化為付費(fèi)用戶。雖然其公司承認(rèn),用戶增加可能會(huì)侵蝕利潤,但它并沒有量化這種風(fēng)險(xiǎn)。

Zoom目前的市值已經(jīng)與汽車巨頭通用公司相當(dāng),一直在密切關(guān)注Zoom市值變化的投資者對(duì)此感到擔(dān)憂。摩根士丹利分析師梅塔·馬紹爾在一篇報(bào)告中寫道:“對(duì)于Zoom的長期變現(xiàn)能力,我們持保留態(tài)度?!比鹗啃刨J分析師布拉德·澤爾尼克在4月6日將對(duì)Zoom股票的評(píng)級(jí)下調(diào)為“遜于大盤”,他的觀點(diǎn)更加直接,他對(duì)客戶說:“我們預(yù)計(jì)近期的快速增長中,很大一部分難以為繼,它們中很多來自免費(fèi)用戶或教育機(jī)構(gòu),這一部分很難變現(xiàn)。”

采訪中,可以感受到袁征似乎對(duì)公司成為爆款感到后悔。他現(xiàn)在重點(diǎn)要做的是讓客戶心安,而不是在那邊歡呼。他已經(jīng)暫停了所有新功能的開發(fā),包括人們期待已久的與Snapchat類似的化妝濾鏡也將推遲發(fā)布,他要求團(tuán)隊(duì)把所有時(shí)間都用于修復(fù)安全漏洞?!拔覀儠?huì)進(jìn)行全面評(píng)估?!痹髡f,“凡是對(duì)用戶安全和隱私有負(fù)面影響的功能,我們會(huì)直接關(guān)閉?!?/p>

在這個(gè)過程中,袁征也需要確保不會(huì)因?yàn)檫@些措施而導(dǎo)致用戶流失,這些用戶們都認(rèn)為,因?yàn)樗漠a(chǎn)品,才更容易度過這場全球危機(jī)。畢竟,多數(shù)人都與袁征一樣,期待著有一天能重新回到辦公室,到那時(shí),他要確保我們還想用Zoom開會(huì)。

并非一夜成名

許多人可能認(rèn)為Zoom是橫空出世的。事實(shí)上,Zoom是一家成立八年之久的私人初創(chuàng)公司,因?yàn)楹唵我子枚钍芷髽I(yè)用戶的歡迎。

2011年:Zoom的前身Saasbee公司成立

2012年:公司更名為Zoom Video Communications

2013年:首次公開發(fā)布Zoom會(huì)議,截至該年底,平臺(tái)支持的年度會(huì)議時(shí)長達(dá)到2億分鐘

2014年:發(fā)布Zoom聊天、Zoom視頻網(wǎng)絡(luò)研討會(huì)和Zoom會(huì)議室等服務(wù)

2015年:員工達(dá)到100人

2016年:年度會(huì)議時(shí)長達(dá)到60億分鐘

2017年:發(fā)布Zoom開發(fā)者平臺(tái),并舉辦了首次用戶會(huì)議Zoomtopia

2018年:發(fā)布Zoom 電話系統(tǒng)和第三方應(yīng)用平臺(tái)

2019年:月度會(huì)議時(shí)長超過50億分鐘。成功上市。

A version of this article appears in the May 2020 issue of Fortune with the headline "How Zoom Zoomed."(財(cái)富中文網(wǎng))

本文的一個(gè)版本發(fā)表于2020年5月的《財(cái)富》雜志,標(biāo)題為《Zoom如何實(shí)現(xiàn)飛速發(fā)展》

翻譯:劉進(jìn)龍

審校:汪皓

責(zé)編:雨晨

Most entrepreneurs dream of having an unexpected flood of new users. For Eric Yuan, the 50-year-old founder and CEO of Zoom, adding 90,000 schools—and having to educate them on how to use his product—has become a bit of a nightmare. “We thought their IT teams could help, but we were wrong,” he says in an early April interview over Zoom. “We are like the IT team for them.”

It’s hard to feel too sorry for him. After all, he is a multibillionaire several times over. He leads one of the few companies whose prospects have soared as a result of the pandemic. Still, Yuan looks drained, his face wan against the backdrop of a glimmering—and fake—image of the Golden Gate Bridge, a standard option in his product’s “choose virtual background” feature.

His frustration is understandable. A month has passed since Yuan ordered his 2,500-person company to work from home, preceding California’s statewide lockdown by 12 days. In the weeks that followed, as the COVID-19 outbreak spread around the world, the San Jose–based company’s popularity took off exponentially as well. To “Zoom” quickly became a verb, the new-normal way to convene for everyone from yoga instructors to Fortune 500 executives suddenly forced from their workplaces. Zoom’s users soared from 10 million a day in December to 200 million in March. Its stock price is up 80% on the year, giving the company a market value of $35 billion.

But the rapid growth has exposed challenges far greater than the CEO’s crammed calendar. As it turns out, the main reason Zoom was able to zoom past the competition, its ease of use, has proved to be a thorn in its side. Not requiring passwords as a default setting gave rise to yet another new phrase in the pandemic lexicon, Zoombombing, or the intrusion of uninvited and often offensive guests to private meetings. Zoom also has proved a target for hackers, forcing the company to patch software that could have allowed remote users to control the cameras of unwitting users, among other nefarious tricks.

The explosion of attention caught Zoom off guard. After all, for a decade it had been focusing on business users, not the masses. Yuan has embarked on an apology tour, penning a contrite blog post and granting numerous media interviews. “I’m ashamed,” he says of the security flubs. “I blame myself.” He’s adding more defensive features, such as mandatory password protection of meetings, while acknowledging that such moves will make Zoom less click-button simple to use. “For sure, it will have some impact,” says Yuan. “But we have to win back trust.”

Winning trust isn’t Zoom’s only hurdle. Counterintuitively, the surge in usage isn’t necessarily a boon to its business, because so many of its new users aren’t, and may never be, paying customers. That challenge, at least from an investment perspective, may be an even bigger concern than security slipups. “I don’t think it’s sustainable to give your product away for free for too long,” says Alex Zukin, an analyst with RBC Capital Markets.

In other words, Zoom may have become a beloved household name even as it faces unexpected scrutiny for its less-than-perfect security. But its success when the world returns to normal is anything but assured.

Zoom flew under the radar right through its successful initial public stock offering in April 2019. It raised $357 million at $36 per share, and the stock quickly charged over $100, making it a bright spot in Silicon Valley after the disappointing debuts of buzzier startups like Uber and Lyft. Its early users were typically universities and other smaller technology companies. And it wasn’t like videoconferencing was a particularly new idea. “For a long time, everyone thought that it was a crowded market, and that there’s nothing going on there,” says Dan Scheinman, a former head of corporate development at Cisco and Zoom’s first investor.

For Cisco, Zoom is in many ways the one that got away. In 2007 the networking equipment giant bought Webex, a business-focused videoconferencing company, where Yuan was the vice president of engineering. He stayed on at Cisco for four years and then left to build his own version of Webex, taking 40 engineers along with him. “To be able to scale video is a hard problem to solve,” says Oded Gal, Zoom’s chief product officer and one of the Webex refugees. “The engineers who followed Eric had built the best screen-sharing technology out there, and there are not a lot of people who can do that in the world.”

The entrepreneurs didn’t simply try to re-create Webex. Yuan believed a more modern take on the industrial-grade product the Cisco unit offered should be easily accessible from phones and laptops while on the go. It also needed to work on spotty Internet connections and cellular networks and to do it better than existing videoconferencing systems, which sucked up huge bandwidth and still didn’t do a particularly good job of replicating a phone call. “Eric spent two years building Zoom’s core architecture,” says Santi Subotovsky, a general partner with Emergence Capital, another early investor in Zoom. “He did the hard work, and he didn’t take any shortcuts.”

Yuan’s goal was to make Zoom scalable and reliable. He also wanted to make it much easier to use than existing video?conferencing software, which typically led users through a series of clicks (and downloads) before any video started streaming. Because there were plenty of simple alternatives in the marketplace, from Google’s Hangouts to Microsoft’s Skype to Apple’s FaceTime, Zoom would have to stand out to succeed. “We were in a market full of gorillas,” says Janine Pelosi, Zoom’s chief marketing officer and another former colleague of Yuan’s. (Half of Zoom’s 12-member management team worked with him at Cisco.)

Zoom’s embrace of “freemium” pricing—free to most users, upsells for added features—made the company popular with business users. The free version the world has become familiar with allows calls of up to 40 minutes for as many as 100 people and unlimited one-on-one exchanges. Zoom’s paid accounts start at $15 a month per user, enabling longer-duration calls and various administrative controls. Versions targeting big and small businesses offer even more capacity and additional bells and whistles.

True to its business-focused roots, Zoom already was earning a modest profit by the time it went public. For the year ended Jan. 31, 2019, it made nearly $8 million on sales of $330 million. Sales nearly doubled to $623 million a year later, and profits nearly tripled to $22 million, handily beating Wall Street estimates. “They’ve been executing wonderfully,” says Zukin, the RBC analyst. “Even pre-COVID, the stock had been on a significant tear.”

Indeed, Zoom was producing some of the fastest revenue growth rates in the software industry well before the effects of the pandemic began to be felt in China, where Zoom had proved popular. The company removed time-limit restrictions for Chinese users as the country began locking down. When workers in the U.S. began to follow suit in March, Zoom transitioned in a span of weeks from Silicon Valley success story to global phenomenon. And that’s when things got out of control.

While Yuan is publicly apologizing and reevaluating Zoom’s features, his larger, deep-pocketed competitors are seizing the moment. Webex, his former employer, is also seeing huge upticks in usage—more than tripling its volume of average meeting minutes per month in the U.S. in March. And it is actively marketing what it says is an emphasis on privacy and security to customers, both old and new. “That differentiation helps at this time,” says Sri Srinivasan, head of Cisco’s collaboration unit, which includes Webex. Microsoft Teams, a business-focused product that includes videoconferencing and complements the company’s consumer-oriented Skype service, also has been gaining. Microsoft says 500,000 organizations use Teams, which it bundles with subscriptions to its Office 365 productivity software.

Even smaller players, like Internet telephe provider RingCentral, are trying to make their move while Zoom is in the hot seat. In early April, RingCentral announced it was launching its own video product after seven years of relying on Zoom to provide “white label” videoconferencing tools to its customers. “We get to control our destiny,” says Vlad Shmunis, founder and CEO of RingCentral, referring to ending his company’s reliance on Zoom’s video tool.

That alone might not make a dent in Zoom’s current growth trajectory. The company’s chief financial officer, Kelly Steckelberg, says that revenue from customers like RingCentral represents less than 10% of Zoom’s overall sales. What’s more, it’s not clear whether the current scrutiny of Zoom’s security issues will end up eating away at its new growth at all. Consumers can be forgiving of security flaws in an overwhelmingly useful product. Just ask Facebook.

200,000,000

But there’s another question looming over Zoom’s newfound role as the public’s favorite videoconferencing tool: Just how many of its new users will become paying users? Unlike Slack, another collaboration-tool software maker, Zoom doesn’t break out the percentage of its account holders who pay. It also doesn’t say how successful it is in converting nonpaying users to paying subscribers. The company warned that usage growth would erode margins, but it hasn’t quantified the risk.

Investors, who have watched Zoom’s market value equal that of auto giant General Motors, are concerned. “We have reservations about Zoom’s long-term ability to monetize,” Morgan Stanley analyst Meta Marshall wrote in a report. Credit Suisse’s Brad Zelnick, who downgraded Zoom’s stock April 6 to “underperform,” was more direct. “We expect much of the recent surge will prove ephemeral, and/or comes from free users or education, which are difficult to monetize,” he told clients.

As for Zoom’s Yuan, he sounds as though he rues the day his company became a consumer hit at all. He’s focused right now on putting customers at ease, not wowing them. Already he has paused the development of all new features—that Snapchat-like makeup filter you’ve been pining for will simply have to wait—opting to devote his team’s time to fixing security loopholes. “We will review everything,” says the CEO. “Anything that might have negative impact to security and privacy, we will turn it off.”

In the process, Yuan needs to make sure he doesn’t turn off users who think his product has made getting through a global crisis just a little bit easier. After all, like Yuan, most of us plan to someday return to our ?office. When we do, he needs to make sure we still want to Zoom.

Not quite overnight

For many, Zoom seems to have appeared out of nowhere. In fact, it was a private startup for eight years as it became popular for its ease of use among business customers.

2011: Zoom incorporates under the name Saasbee Inc.

2012: Changes name to Zoom Video Communications

2013: First public release of Zoom Meetings, which supported 200 million annual meeting minutes by year-end

2014: Launched Zoom Chat, Zoom Video Webinar, and Zoom Rooms

2015: 100th employee hired

2016: Reached 6 billion annual meeting minutes

2017: Launched Zoom’s developer platform and hosted first user conference, Zoomtopia

2018: Announced Zoom Phone and a marketplace for third-party apps

2019: Exceeded 5 billion monthly meeting minutes. Oh yeah, and went public.

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