The process of an online game must pass through close beta test and open beta test. Then the game will be officially launched after confirming there are no major problems. With the testings and feedbacks by the players, the game company can find bug early and understanding the stability of the server.
Blizzard Entertainment is the most influential gaming companies in the world today. And “World of Warcraft” is the most popular online game of this company. The global membership of this game is more than ten million people now.
However, when you observe this game carefully, you will be shocked that this game seems to keep updated even they had been pass close beta test and open beta test in the earlier time. In fact, not only this game, all of Blizzard’s games often release patch files to adjust the game content.
Many web2.0 products and services keep themselves into perpetual beta model. Google can be said that the best practitioners of this principle. Many Google services had a beta mark at the beginning when it launched. The product team observe the user's behaviour to adjust or added new features during the service operation. Because of Google brand image, a new service often easy to attract users to join. It may also help Google test products stable capacity and confirm the usage.
This kind of mode also reinforces the core competitiveness of Google products invisibly. It also reflected the idea which had been mentioned in the class -perpetual beta allows rapid response happen with changing needs and customer feedback.
In addition, Google create Google Labs to practice the perpetual beta idea. In Google Labs, users can find more immature product. They are not 100% complete product but allow user to try in free. It may show us when Google designed prototype product at the start, the strategy of perpetual beta is already come together.
Although I know that using the idea of perpetual beta with your business product or service can really bring a lot of benefits just like I learn in the class, however, there are also some worthy of phenomenons need to be noted
1. Paid or free
Many beta Internet products and services are often free. When product or service companies require customers to take money from their pocket, these companies will not be able to have a relaxed tolerance. In order to consumers pay, the attendant is the increased expectation. Completed products and services will be required by customers because no one likes to be a experimenter when they already paid the money.
2. Product attribute
Product attribute also affect the applicability of perpetual beta. Most of the software can be applied to the perpetual beta there are no safety concerns with their products attribute. For example, the flight software or the medical software must be to a high degree of completeness. It must allow users to be assured and satisfied with the product from the outset.
3. Target object
Many large companies do not want to use the software which sounds still in the testing phase in their business. They want a highly sophisticated product to avoid unnecessary trouble. Operators such as banks cannot accept the continued perpetual beta services and products. They may suspect the stability and damage to their corporate image.
Although perpetual beta is not applicable to all products and services, it is also not an easy thing to be able to enforce perpetual beta idea. Of course I learned some from the class such as "Ensuring adequate systems monitoring and management is in place", in the other hand, eROI site editors also remind the following points with a good beta strategy. I think it is worth to take a look!
Reference:
World of Warcraft Public Test Realm - FAQ
Even thought the product is not working in the some specific areas, consumers might not accept to be a tester to use "testing product" as well. There are a range of reasons to cause customers have lack of interest to work with beta system such as worry about lost previous data.
ReplyDeleteI agree with MD comment with the customers worry about losing their previous data because I hear some information about when the saver is maintaining some data may lost, so I really worry about that, if it happens to me.
ReplyDeleteI like the point that Google Labs help Google keep improving with users' contributions. Nice post.
ReplyDeleteSome good instances of perpetual beta. I like the idea of google lab which are contained many toll for scientists. people can use it for free .However, some of services do not work very well . so you have to be aware of using some services from google labs.
ReplyDeleteGood luck with your assignment.
Betas...I think microsoft had this ideas first,then we get updates all the time and it became a trend now. That is if they actually listen to customers.LOL
ReplyDeleteVery good post to explain the pattern
WOW is a very good example for the beta. A very standard to say a online game is good or not, is how this game can improve by user's feedback very often. And WOW did it, so that's why it could be the world's NO.1 online game.
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