Hardware 0 profit behind content Hunt Internet big guy "Crash machine"

Internet bosses flocked to mobile internet in 2011 and the boom has not yet been reduced. In particular, the past week, the media called "Mobile Internet News Week", the news constantly.

June 7, the millet mobile phone by DST led Street investment, the venture less than two years of the company was valued 4 billion U.S. dollars; June 6 Aliyun announced the cooperation with Haier, Haier production Aliyun operating system of mobile phones, the same day, the Grand Bamboo mobile phone unveiled the mysterious veil.

In the past few days, Li in Zhangjiajie summed up Baidu's experience in the field of mobile Internet, and then summoned telecommunications operators, hardware manufacturers, experts and analysts, in the internal conference on the mobile Internet. On the other side, Zhou (Weibo) is also unwilling to be outdone, the author said only three kinds of mobile phone manufacturers can survive.

So lively and noisy mobile internet, all internet bosses have realized that the future of mobile phones will become users of the first access to the Internet.

In other words, the future is the Internet in Mobile era, the internet in PC is over.

This makes "Internet Inside" the sole purpose of all the Big Boss. Like the PC industry's "Wintel" (Microsoft operating system and Intel CPU PC) era, who achieved the "Intel Inside", who is the king of the mobile internet era.

Robin Li Logic

A year into the mobile internet, Li is trying to clear the way for Baidu's mobile interconnection. This can be summed up in two aspects, one is "Baidu inside Mobile", the other is in the Internet applications and services in the assault.

In the former field, Baidu and mobile phone hardware manufacturers, the introduction of embedded Baidu Easy platform mobile phones. The first hand is Dell, December 2011 with Baidu Easy platform of the Dell mobile phone officially online, Baidu intelligent search box, Baidu Input method, features Baidu application, Baidu Cloud services and Baidu "local services" at the same time embedded. May 15 this year, Baidu and Changhong launched the second smartphone, the price is only 900 yuan.

But Baidu also has palm Baidu, Baidu Map, Baidu Music, Baidu Wallpaper, Baidu Magic Map, Baidu Library, Baidu News, such as more than 20 of the balance of mobile products. As the second road of Baidu, these mobile products both in the Apple iOS platform promotion, also in the Androping stage promotion, in fact early in the Web era, Baidu began to push Baidu search on the mobile phone platform, Baidu map.

A year of fierce battle, Baidu from mobile Internet traffic rapid growth. But Li said at the Baidu Federation conference: "Mobile internet needs new mode, traffic mode can not be replicated." Traffic mode, it is Baidu in the PC Internet era of the king.

"The smartphone screen is smaller, and the advertising display is limited. Li explained further, "the mobile internet occupies fragmented time, not only advertising is affected, other business models such as E-commerce, games will also be challenged." "Advertising, E-commerce, games is the PC Internet age mainstream business model."

"Mobile advantage is the precise definition of user time, place and hobby, which is difficult to define the PC Internet, but the current mobile applications have not been able to play a good role in these advantages." Li pointed out that the way to play these advantages is to combine with local businesses and services to make the mobile internet a bridge between users and local businesses, but the problem is that the education cost for local businesses is very high, it is difficult to achieve in the short term.

5G founder, Internet analyst Bo, believes that the "O2O" of Zhengda heat is one of the ways in which the current "experiment" has become a reality. Liu Xingliang founder, said that the current number of mobile internet users, traffic has been equal to the PC Internet, but "traffic monetization" has been a problem.

And Baidu in the PC era advantage is the flow of cash. To this end, Li confirmed the Baidu Mobile internet New path, that is, to create a more comprehensive platform for partners, the mobile Web site and web App application and interactive traffic, social traffic to be realizable.

In this logical guidance, Baidu decided to build "hardware terminal manufacturers +app application provider" Alliance, but not limited to the past Baidu Alliance. According to Baidu Alliance Development Department general manager Ma Guolin (micro bo) revealed: 2012, Baidu Alliance will continue to maintain high growth, is expected to exceed 2 billion yuan, and up to now, Baidu has been divided into more than 5 billion yuan.

"Hardware 0 Profit"

Internet bosses of the crash machine, another key word is "cost-effective." At the end of last year, Lei (micro-BO) launched the Millet mobile phone, the market at that time 3000 yuan to 4000 yuan configuration, the price is only 1999 yuan. Millet mobile phone definition of the price of smartphones, the internet big guy crash machine prices are controlled within 2000 yuan.

May 18, 360 and Huawei announced the launch of the first 360 special machine-Huawei Sparkle, dual SIM card, equipped with 4.3-inch qHD anti-scratches high-definition large screen, dual-core 1GHZ processor, 1G memory, 4G storage memory. The price is 1499 yuan.

June 6, Shanda's shell electronic release "grand Biggest secret" Bambook mobile phone, A9 architecture, processor frequency of 1GHz, storage is 8G, 16G, the price is 1299 yuan, 1499 yuan respectively. And in addition to Baidu and Changhong launched thousand Yuan below the smart machine, Aliyun and Haier to cooperate with the intelligent machine only 999 yuan. Zhou previously accepted this newspaper reporter said: "Thousand intelligent opportunity to become the mainstream pricing."

Zhang, president of the media, told reporters that the "price" behind the driving force is "hardware 0 profit" industry rules. Zhang that, in addition to the Internet to spell cost-effective, the domestic smartphone Huawei, ZTE, Lenovo, cool, etc. through cooperation with the operators of the "thousand-yuan Smart machine Market", has been close to the cost bottom line, few profits. The future smartphone market, relying entirely on terminal sales to profit from the model will be eliminated.

"The industry rule or change accordingly. "Zhang pointed out that the pioneer Apple model is based on hardware profit, but due to the change in rules, hardware manufacturers embrace internet manufacturers, can be divided into mobile internet services, including application distribution, advertising, games, through partitioning, to solve the problem of hardware profitability." In other words, everyone's goal is "internet in Mobile", but embedded Internet content and services are different.

Baidu Embedded Core Services is the flow of the current platform, including Baidu Search, Baidu map and so on. Currently do not know the full layout of Baidu, but can be sure that the 2012 Baidu comprehensive layout mobile Internet, "flow of the platform" will surface. Alibaba is embedded in mobile e-commerce services. In addition to Aliyun OS, Alipay, a Amoy, but also includes Taobao, Amoy Rivers, Taobao Travel, Ali, Palm Wansing and so on more than 20 balance products.

The royal implants include music ROM, thesaurus, power-saving Elf, Sheng platform, etc. More importantly, Shanda hopes to embed the contents of the grand literature into smartphones and become the Chinese version of the Kindle. Shanda is one of China's biggest (mainly game) providers, the Chinese version of the Kindle, and games and other Internet apps and services.

Zhou 祎 layout attempts to achieve two purposes: one is to define the user Internet life, Internet access to what applications, access to what applications, listen to 360 of the recommendations; Zhang that all the Internet boss layout is reflected from the "Circle of users" to "circle money" purpose, mobile phone is the first portal of mobile networking, become the forefront of the big guys.

Industrial Chain Hunt

Compared with the PC industry chain, the mobile internet in addition to the "Hardware 0 profit" rule, another difference is the industrial chain bottleneck transfer: PC ERA, Intel chip and Microsoft operating system are in the industry monopoly position, other links are distributed many vendors, can not form bottlenecks, only accept wintle exploitation.

This is why Microsoft and Intel have been brilliant. "The Internet boss is betting that the ' Internet in Mobile ' assumes that ' content and services + hardware platform ' will become a bottleneck in the industry chain and get a certain part of the game definition right." "Zhang said.

Zhou 祎 bluntly said: 360 do mobile phones, at least not worry about their own application by the handset manufacturers repel. Zhang that the smart phone is only the first step in the eco-chain Hunt, the first step can be successful, depending on the user's awareness. In the early days of mobile internet, Apple relied on simple, extreme design to attract users, and now the Internet boss is competing for mobile internet, it is to sell to the user price.

Zhou previously accepted this newspaper reporter said: "Smart phone industry mature, will converge PC industry: Users see cost-effective, how fast CPU, how much memory, matching the price of the lowest price, winning."

The subsidy model further realizes the "high cost performance" of the mobile phone.

Baidu can be realized by the flow of traffic and hardware manufacturers can be divided into a further reduction in the price of mobile phones. Zhou previously accepted this reporter interview also said: "Smart phone in the future from the direct user fees to users free of charge, instead to cooperative businesses such as advertisers charge, the second is through the Internet application and service charges, such as games.

However, "price/performance" Can hunt users become the key. Zhang to this question: the mobile phone and PC is different, is the user carries the product, the PC is puts in the desk, or the study in the product, the portable product displays the user hobby, the character, the social stratum, such product decides the user choice, the brand, the personalized design has the influence.

Zhang said: "Millet mobile phone financing high valuation from another point of view of the capital market to the smart phone industry judgments." Unlike other smartphones, millet sales are not comparable to traditional handset makers, but they have die-hard users, a clear brand positioning of "enthusiasts ' phones", and DST is betting on the future of mobile Internet from another angle.

and "Internet in Mobile" gaming hardware at one end, gambling applications and services at one end, but the above internet bosses have launched dozens of mobile internet products and services, but no product has a "monopolistic" impact on users, even micro-letters, maps, voice input, etc. cover the widest application.