2014 China Mobile phone Circle eight key words analysis

2014 China Mobile phone industry hot spots, from January to December, every month has a wonderful, every month there are hot events occur, everyone is an actor, everyone is an audience ... At the end of the year, let's take a look at the eight key event keywords of the season. TOP1: Key Words: operator reduction Event Reduction: May 2014 news, SASAC to Mobile, telecom, China Unicom issued internal notice, the three operators in 3 years to cut the cost of marketing, the decline of up to 20%. Event Resolution: Put this incident in the first place this year, because this policy on the mobile phone industry this year's trend is decisive, the second half of many events are based on the fermentation of this policy produced. According to the SASAC directive, China Mobile's mobile subsidy budget has been cut by $2 billion trillion, and spending on the cost of subsidizing handsets is 21 billion yuan, down 38% from the planned 34 billion. Last year, the three major operators of the mobile phone terminal subsidies more than 50 billion yuan. The introduction of this regulation, so that the traditional operators of the "Chinese cool" four people suffer from it, this year's sales must be affected, there are stocks in the hands of the fast sell it. But in fact, the most affected is the Apple iphone, HTC and Samsung high-end machine series. Samsung's mobile phone has an average subsidy rate of 84% per cent for carriers, compared with 74% and 80% for Apple and HTC, according to the ABI Research report. This means that seven or eight of the upfront costs of the three mobile phone brands are subsidized by operators, and after the reforms, they are the most directly impacted, which is said to drag on Samsung's global performance, making Samsung a rout this year. It is worth mentioning that operators to eliminate or reduce subsidies in foreign countries have undergone similar changes. Operators such as AT&T and Verizon Wireless have been following similar plans since T, the US mobile operator, announced last year that it was no longer subsidizing smartphones. Nearly 25% of U.S. consumers in the first quarter of this year used the full handset model rather than the standard subsidy model, according to local research agencies. Another policy related to this is the implementation of the "battalion increase" policy implemented by the telecom operators of June 1, the application of the 11% tax rate for basic telecommunications services and the application of a 6% tax rate for value-added telecommunications services. According to a report of the Ministry of Communications, the Institute of Telecommunications, the increase in value-added tax after the tax separation will lead to a decline in operator revenue, while the major operators of promotional policies have been further improved. In the previous operators of the core sales model, there are five types of promotional activities, one is to save money to send mobile phone, the second is to save money to send the bill, the third is to save the phone to send the telephone service; But after the increase in the camp, the phone will disappear, replaced by the purchase of the machine to send the bill, because the purchase of the machine will be effective to avoid more tax, the user out of the net, subsequent charges have not been generated, will no longer pay taxes. TOP2 Keywords: Child brand creation event Restore: January 8, 2014,Cool Send commodity brand "Great God" was established. January 13, 2014, a brand release. November 20, 2014, the cool faction fashion son Brand Ivvi was founded. December 22, 2014, the charm of the low-end brand "Charm Blue" released. Event Analysis: This year, the number of new mobile phone brands, as under the dumplings, just the well-known handset manufacturers to create a brand close to two digits, not some small Shenzhen companies. This reveals three information, one is the traditional manufacturers of the development of electricity, another old has a small number of brands to increase the thickness of the product line, the third category is from the foundry to the brand road, but in fact, like Millet to go to the electric business route Bo. The first major category is the Great God, which is a new brand dedicated to the electricity business platform, with the original main operator market Cool pie completely stripped, using exclusive product strategy, adhere to the large screen high, cost-effective advantages, the use of differentiated products to focus on cost-effective market, in the final analysis is the traditional manufacturers to explore a trick, Including such as Iuni, Glory, Nubian, etc. are actually born under such a situation. Here I have to say more, cool sent this year to complete the split, in addition to the great God of the electrical goods card has been independent in August, the original cool brand mainly for the operator market, and November 20, the newly founded IVVI (pronunciation: snuggle), is the original senior manager Li Bin, Zhangguanghiang joint channel investment 1 billion to build a fashion brand , through the offline channel for sales, coupled with the original operators and electric dealers, the construction of cool measurements integrated company structure. On the meaning of this ivvi, two "I" symbolize the existence of each individual as individuals, the outline of the graphic concise and elegant, highlighting everyone's recognition and appreciation of the ego, and show Ivvi intrinsic self-confidence and pride. Two "V" is like a bridge, connecting not only two people but also the whole world. The second kind of representative such as the charm blue, this is zang to the market bow an important performance. After years of focusing on niche markets, zang by capital oppression, squeezed into the mass market under the thousand Yuan, the introduction of the low-end brand charm blue, increase market share, also do not exclude the capital want to pass through the introduction of other hands and the intention to leave, including such as Lenovo launched a brand such as Lemon is also a representative of this kind. The third category is some market-marginalized brands, like small Chili, Big Cola, ai such, do the brand to walk the road Bo One, like Big Cola 3 do the public chip, just 30 minutes on the public raised more than 15 million funds, became so far in Jingdong one of the most successful cases. Overall, this year's mobile phone market is a blossoming, but we estimate that next year will certainly have a round of shuffle process, can survive, is the strong. TOP3 keyword: Nokia event restore: October 21, 2014 news, based on WP system LUMIA phone name will be changed from "Nokia Lumia" to "Microsoft Lumia". Microsoft has confirmed to the media that the change of name will start on a global scale in the next few weeks. Event Analysis: NovaAsia was once the king of mobile phone circle, but also once monopolized the global market share of more than 40%, 2007 reached the pinnacle of history. But since the advent of Apple's iphone and the eruption of Android, it has been like Wang Chinese New Year. In particular, wrong to the Windows Phone camp, and missed a good opportunity to turn over, the result was sold to Microsoft in September 2013, 7.2 billion dollars in 2014, the deal was completed in April, but in fact Microsoft took over its Windows Phone's own operating strategy errors, Market share is still falling. And the saddest thing is, Nokia this trademark will also be Microsoft Snow hidden, replaced by Microsoft's own trademark, is tantamount to this once the king to destroy the corpse completely. In recent news reports, Nokia's original factory in Dongguan and Beijing will be formally closed next year, 1000 people will be unemployed, Microsoft will move the production line to cheaper labor in Vietnam. Goodbye, technology to change the shell-oriented! Goodbye, Nokia! TOP4 Keywords: Moto event restore: January 30, 2014 Morning 6:00 News: Lenovo Group and Google announced today to reach a major agreement. Lenovo will buy Motorola Mobile's adroit smartphone business. Event Restore: Moto also known as Motorola, has also been the mobile phone industry No. 1, later by Nokia to the throne, this is a "step wrong step by step wrong" typical example. Motorola still has a chance to roll over before the iphone comes up. When Saipan is booming, Motorola's Linux operating system has also tried to create a smart phone industry chain, but because its strategy is not open, less software, more important is not a complete mobile application development ecosystem backed up, even 3G network is not fully spread out, so the last to turn to the Android camp, A few good products, such as Milestone series, but there are some signs of recovery. While everyone expects such an inspirational case to succeed, it is under Google's revenue account. At that time, many people thought that Google would not tighten the previous open policy, specializing in the production of private-label mobile phones, but the result is that Google is more open, because they most value the Moto Patent library. Why this time the Moto to Lenovo Group, in our view is no use of value, this is one of the characteristics of capitalism. Then why does Lenovo have to pick it up like a treasure? First, Moto This brand has a certain value, at least not worse than Nokia, second, is also a fancy patent library, so can not be exclusive, but low-cost use, the third is Lenovo needs to moto the original global sales channels, especially operators of channels to achieve their own international strategy, That's the real purpose of spending 2.9 billion of dollars. TOP5 keywords: Saul dispute restore: Luo on August 12, 2014, said the Micro Bo, do anything is aboveboard, let zealEr founder Wang freely "Don't blind guess", and "covenant" Wang freely, said if a clear conscience, go to Youku to do live live program when facing quality. The king freely thereafter shall be about. August 27, 2014 19:00, Youku live Live "Decisive battle Youku Summit: Luo pk Wang freely." Event Analysis: Why do you interpret this as a key word, is because this event is very representative, or can be said to be based on the credibility of the media and to pay attention to the promotion of the model of the electric business of a direct dialogue, the incident is not much said, but the result we know, Wang freely from the altar on the present to see the impact of the past, and Luo won the argument but lost the people, and then there is a price reduction of 1000 yuan such a faint recruit, only Youku is a big winner, in just a few hours there are more than 10 million people to join in. We don't go too far to show who's right or wrong, but in this case itself, to the Chinese mobile phone circle of all the big guys to mention a wake up with the Luo fat Man must be careful, beware of his plate Waizhao, Xiao Wang ate this loss, was led by the nose, not lose is strange. As for the collection of a family money should not speak ill of B, but also from the credibility of the media, it is not what you imagined! This industry, not clean! TOP6 keywords: Tear force War Event restore: The charm in early September, released a price of 1799 Yuan MX4, the price than before the MX3 pricing is much lower than the price of millet and hammer mobile phone. After a period of time, millet and hammer official micro-blog will be uncertain when the "1799" comment. Some are ironic Millet's 1999 price-performance ratio has ceased to exist. Perhaps it is really not to see the past, Millet New media director Zhong Yufei began to crack the brush screen. Old Luo this side also not idle, has several times to send micro Bo to say to "1799" brush screen Navy's dissatisfaction, and SMS warning the vice president of the group Linan honest, get the reply is "remind the charm friend calm." Linan side face Such a situation is a variety of cry, he thought it is millet and hammer users pounded ghosts. Zang, the Phantom Technology Chairman, also released a microblog response saying "it's better than the product, I can second them (hammer, millet) a few street". "If it is a cheaper product, we really can't win you," said Mr Lo, who downplayed the microblog. 1799. "Incident Analysis: Since then, Luo officially announced a reward of 200,000 to catch the last Black Hand, but with the advent of the 11 holiday, the charm of the hammer Millet three" saliva war "also nothing. The whole thing now looks like a three-way joint performance, and some fans with limited IQ are involved and enjoyable, and the users who see through this farce are like watching a play for free. For those who need constant attention to the growth of enterprises, it should be the old saying: life like a play, play like life, please slowly tear, we are watching the play. TOP7 Keywords: Sales of the first dispute reduction: August 2014, Canalys out a survey report, said the second quarter of this year, millet company more than Samsung, to become China's largestSmartphone maker, which accounts for 14% of the market share. Samsung ranked second, accounting for 12%, selling 200,000 more handsets than the third-place Lenovo. IDC, a foreign company, also announced that Lenovo's smartphone sales in China surpassed Samsung as the first. Next, the cool faction also said its two quarter 4G handset sales for the country first. Event Resolution: Who is the first? Research company data fight is not the first time, prior to IDC and Gartner for Lenovo, Hewlett-Packard who is the first PC to fight, but at that time the difference between the data is very small, the difference between the Canalys and IDC, but too big to ignore the point. According to Canalys published data, Millet Q2 in China smartphone shipments reached 14.99 million, ranked first, Samsung shipments of 13.22 million units, to the second, Lenovo shipments of 13.02 million units, ranked third, Yu long 12.72 million units, Huawei 11.86 million fifth. In this group of data, Lenovo's 13.02 million sales figures in China coincide with Lenovo's own sales of 13 million units in China. At the same time, Canalys published millet sales and Lei previously published figures are also more consistent. According to Lei published data, the first half of millet mobile phone sales for 26.11 million units, and Lei also disclosed that the first quarter sales of about 11 million units, from the two data can be roughly judged: Millet two quarter sales of about 15.1 million units, compared to Canalys announced in China sales more than more than 100,000 units, More of these should be the overseas sales of millet. According to IDC, the number one in the global market is Samsung, total shipments of 74.3 million units, the second is Apple, the total shipments are 35.1 million units, the third is Huawei, total shipments are 20.3 million, four is Lenovo, total shipments are 15.8 million units, LG, total shipments are 14.5 million units. Among them, Apple's data and Apple's earnings release data is not very small (35.1 million and 35.2 million), and Lenovo reported the results of the same data (15.8 million), but where is the millet? If the data published by Canalys and Lei, the two-quarter sales of more than 15 million units of millet is at least five, but IDC's data in the fifth but only 14.5 million sales of LG, Millet has not seen traces. In fact, is a shipping volume and the difference between sales, shipments are not equal to sales, manufacturers in playing word games. Since there are explanations, that for who is the first, it depends on everyone more believe that Canalys and lei or more believe in IDC. This is an industry unspoken rule, you know. TOP8 Keyword: Patent event reduction: the National Development and Reform Commission for the United States chip dealers Qualcomm launched a full year of antitrust investigations, the results have been completed, will be announced outside the near future. "In addition to fines, lower licensing costs, the abolition of Qualcomm's implementation of the ' Anti-licensing agreement ' is in it." "Incident Analysis: The term patent is one of the most frequently used words this year, including recent millet and a plus in India beingThe prohibition of sales events is related to patents. This has a few meanings, one is for Qualcomm charging high fees, and a business like millet oppo in the whole event of the ripple. On the former, the general impact on Chinese enterprises is enormous, in the 4G development process, China has become Qualcomm's most important source of revenue. Data show that Qualcomm's 2013 fiscal year total revenue of 24.87 billion U.S. dollars, China's market revenue of about 12.3 billion U.S. dollars, accounting for about 49%. Of these 24.87 billion revenues, 7.88 billion of the revenue comes from patent licensing, which accounts for almost 30%. In the communications industry, there has been a "high-pass tax", because the elimination of CDMA basic technology patents, as well as Qualcomm's chip charges (these are still normal), Qualcomm will also charge 5% of the licensing fees, the industry called "high-pass tax." Because of the advantages of high Qualcomm in 4G technology and patents, Qualcomm has acquired nearly 300 OFDMA basic patents in 2006 by acquiring Flarion technology companies. At present, Qualcomm company in the 3G, 4G field has more than 1400 core patents. Because high-end mobile phone chip market, Qualcomm has a say, even high-end mobile phone chips or fierce competition "hot", in the face of this obvious unreasonable charges, mobile phone companies can only swallow. And the country's antitrust investigation of Qualcomm, which is said to be as high as 1 billion U.S. dollars, is also regarded as a brace for Chinese companies. But the fact is not so simple, in addition to fines, lower the cost of licensing, the abolition of Qualcomm's implementation of the "Anti-licensing agreement" is also in it, which for enterprises such as millet, oppo, may be fatal. The so-called "reverse patent authorization" refers to the patent manufacturers in the purchase of high-pass patents, must be a synchronous authorization of their own patents to Qualcomm, so that other manufacturers to buy Qualcomm patents can be free to use other people's patents. The deal means that even if some handset makers use the patents of another manufacturer, they will not have to worry about patent charges as long as they buy Qualcomm's chips. In fact, this is tantamount to a few patent phone manufacturers with a protective umbrella, so that the indulgence of these mobile phone manufacturers in the product development process, and will not be in the patent issue to avoid the corresponding evasion. If the state punishes the high Qualcomm, the release of this anti-licensing agreement, benefiting more than Huawei, ZTE, cool, such as the high patent companies, some time ago rumors of ZTE sent to millet letter, may be a precursor, prompting these enterprises to attach importance to the protection of technology patents and legitimate use, At the same time will increase the production costs such as millet, make it less competitive, or even more like India to apply for a restraining order, so, if the punishment is really such a result, then next year, the trend of Chinese mobile phones will have certain variables.