Internet giants coincide with the "Crash Machine" is becoming a magnificent landscape in the industry

The late 360 in the shortest possible time, joined the internet mobile phone "battlefield", and the consistent language of the amazing Tiger 360 Chairman Zhou also became the target of the spotlight again.

Dear users, you have spent a lot of time in the smartphone market, defeating a handful of opponents across the country. "If you use the 360-body to design a scenario conversation for a smartphone industry, it might be best to give 360 of them to yourself," he said.

Zhou, chairman of Qihoo 360, is now on the smartphone.

Over the past year, the internet giants coincide with the "Crash Machine" is becoming a magnificent landscape in the industry, which "desperate" people include millet, Alibaba, Baidu, Sina, Tencent and Shanda. However, in the industry speculation has always been "lonely" 360 "where to go," the latest voice of 360 but in the shortest possible time, joined the internet mobile phone "battlefield", and the consistent language of the amazing Tiger 360 Chairman Zhou also became the target of the spotlight again.

An unthinking decision.

According to the Ministry of the Mobile Terminal White Paper (2012) Published data show: 2011 China Mobile Intelligent terminal shipments of more than 110 million, more than 2011 years ago our country mobile intelligent terminals total shipments, entered the explosion-type growth period, but also stimulate the Internet enterprise's nerves, "the starting must register, Or you may miss an era. "This argument has frequently appeared in the Internet bosses ' statements.

As early as the winter of 2011, some 360 employees stumbled upon Zhou's hands, in addition to his usual E71 and iphone, with several more handsets, including nearly 6-inch giant screen shanzhai machines. On the evening of May 4, 2012, Zhou 祎 played a mobile phone that was not the "home" brand, and wrote the following on Sina Weibo: "I think for six months and will announce an important decision today." "The suspense that fans have guessed for 3 hours is actually the message that 360 will be involved in the mobile phone field," he said. So the "belated" 360 began their own intelligent special special machine Road.

"360 of the first special machine is the cooperation with Huawei ' sparkle ', 4.3-inch screen, priced at 1499 yuan, and the second special machine is with Alcatel cooperation ' AK-47 ', 4.5 inch film screen, price 1699 yuan. "From the Zhou words, it is not difficult to see its main special for the price and screen are in the" proportion of growth. July 3, 2012, Qihoo 360 and Haier are released the latest high configuration of the 360 special machine "Haier Super Battleship." According to the introduction, the product is the first domestic use of 28 NM process CPU smartphone, equipped with 4.5-inch HD Retina screen, the experience price set to 1888 Yuan.

In 360 of the variety of special machines, it does not seem to emphasize their brand, but has taken the cooperation with the big brand, to this, Zhou on one hand to the millet handset's independent brand pattern to have affirmed, but on the other hand he also said that the handset manufacture domain is too multifarious, such as supply chain, post-sale service and so on will expend too much energy, " I don't think I have the ability. " Zhou has his own abacus, "the most insurance is not to do their own mobile phones, but to help others do." "It's the easiest thing in the world to help others succeed," Zhou said. All these years I have been such a train of thought. ”

Realize Internet mobile phone "four"

"The internet began to subvert the mobile phone industry, we do not do hardware phones, but to do the internet phone, and the Internet mobile phone to achieve four ' internet '." "Zhou said.

Zhou Eye of the smartphone "four", the first is the business model of Internet. Zhou that future hardware must be free, and that it takes a process to implement hardware for free. Lower hardware prices are making mobile phones 0 of profits, and internet-rich countries such as the US have become a trend. Although the profit of mobile terminals is close to zero, the Internet business model can also be established through the built-in value-added services.

The second is the Internet of product experience. Zhou that the past mobile phone is mainly used to telephone, text messaging, built-in game is also very simple. But now smartphones are already comparable to a small computer, and users frequently download software and the software is updated as quickly as the PC. As a result, smartphones have become as much a user experience as PCs. In this respect, compared with hardware manufacturers, internet companies can better grasp the user's demand for product experience.

The third is the Internet of market promotion. "Traditional mobile phone promotion is through selling point planning and a lot of advertising, to attract and contact the user's purpose." "Zhou said," The Internet era of product promotion is based on a good product experience, rely on Word-of-mouth to promote the spread. As a new media, the SNS features of Internet disturb the traditional way of dividing the crowd, and provide a kind of low cost promotion way. ”

The other is the Internet of product sales. Zhou that the internet is not only a platform for media communication, but also an e-commerce platform, and E-commerce is a flat sales model, compressing the cost of intermediary channels. "We do not do electricity business, also do not intend to do, I have been hoping that the handset is the manufacturer directly to the user, but can and Jingdong, when, the cat, the United States, suning and other distribution capacity of the electric business to do cooperation." It's better to combine our advantages than to subvert the traditional industry. ”

Business model starts after purchase

At present, the whole industry agrees that there will be explosive growth in the future of mobile Internet, but the business model of smartphones is still a subject of controversy. Zhou says Amazon's tablet computer is 0-profit route, turning from a one-time selling hardware to a long service charge. "This is a trend, even if it may not happen tomorrow, but in the next 3-5 years at least, the model of pure hardware benefiting from sales is shrinking." Zhou that Chinese traditional handset makers are also feeling the impact of Internet models on pure hardware handset makers. such as the price war has made the strain ability in the reduction, when the price reduced to a certain extent, the mobile phone business model from where? Is it possible to support a huge amount of advertising?

"Once the phone is really ' four ', the sale of the handset to the consumer means the experience has just begun, which means the business model has just started," he said. Zhou that "four" theory can help mobile phone manufacturers to make money, so that manufacturers in addition to hardware profits, but also to make software value-added services.

"In the mode of cooperation, 360 is responsible for mobile phone platform and software, mobile phone software problems, I immediately change, immediately upgrade." Cooperation is the combination of our advantages in the Internet and manufacturers, which makes it possible to make new Internet handsets. Zhou said that 360 of the user's value is to be promoted through these user helper machines. "Therefore, we demand the cooperation of the manufacturers to reduce prices, to maintain a meager profit." Through the mobile phone 360 of software, browsers, stores and other profits, and finally the way to establish a symbiotic relationship. "Zhou said," 360 helper machine manufacturers to improve not only the use of experience, more is the whole product design experience, so that consumers can get the current conditions of the most ideal use feeling. ”

"360 Special Machine" contains the Zhou Internet ideal

Do the traffic not "do" the phone

"The Internet of mobile phone is a big trend, but 3,601 insist on two points of cognition." The first is 360 focus on Internet software and services, and the second is the principle of 360 adherence to openness. "Zhou that many traditional handset manufacturers are eager to try the new model of Internet, and 360 just in the Internet's product experience and marketing resources to make up for the shortcomings of these vendors."

Zhou said that with mobile phone manufacturers, on the one hand, 360 of the user has been configured high, experience good, low-cost smartphone, so as to generate a higher trust in 360 and create a better reputation; on the other hand, through the built-in Internet value-added services, 360 can form long-term interest-sharing relationship with handset manufacturers. "360 is an open platform for rival machine makers. 360 can help mobile phone manufacturers adapt to the internet age quickly. Zhou said, "This is a much-won situation for manufacturers, 360 and users." ”

Zhou in the choice of 360 for mobile phone hardware manufacturers, both open and welcome the attitude of cooperation, but also have a lot of requirements. If manufacturers do mobile phones must have a number of years of history, more experienced. The annual shipments must be large enough, such as the minimum of 5 million units. "The larger the number of mobile phone manufacturers, the more the stability of the mobile phone is not a problem, quality can be guaranteed." Zhou said, "Finally, the handset manufacturers in the country-wide cable after-sales service." After-sales service not only damage the original brand, but also damage 360 of the brand. ”

"We don't ' do ' cell phones, we don't sell them. More precisely, we are 360 of the entire Internet and user resources with mobile phone manufacturers to help them launch cost-effective mobile phones. Zhou 祎 said: 360 Do not "do" mobile phones.

In fact, in a sense, who grasp more traffic, who has the right to speak. In view of the development of Internet over the years, the opportunity of its traffic brings many opportunities. So, where is the 360 position in the booming mobile internet? This question, Zhou 祎 actually already thought for six months long, that is to take the internet entrance, do the flow wholesale business. But Zhou also noticed a huge difference between the phone and the PC. When a user uses a PC to surf the web, nearly 80% of the time and application is done on the browser, so whoever occupies the browser occupies the portal of the PC Internet. On smartphones, you must look for new key points, Zhou that this key point is the mobile user interface, but with the user interface of the new "trump card", through the cooperation with the handset manufacturers, once the 360 "user interface + browser + security guards" occupy the largest market share, Then you can achieve another success on the mobile internet. Whether mobile E-commerce, or mobile gaming vendors, who need traffic, can be from 360 here "wholesale."

"Free" let who insomnia

and Zhou style similar, also often amazing language, Ma said, Alibaba into the search field is to "Let Baidu Sleep". So, now into the mobile phone field of 360, who will make sleepless night?

"The internet has turned a lot of services and software into free. I also think, what is the future trend of mobile phone as a hardware and Internet terminal? The result is that I think it will be ' free '. "With the Internet" free "concept into the mobile phone field of Zhou, as if the mobile phone industry spoilers.

Before, Zhou proposed the concept of free anti-virus, has caused a great uproar in the industry, when many people feel that this road simply does not pass, but now look at 360 of free not only changed the entire antivirus market ecology, but has accumulated a considerable number of users. Whether these impressive users can continue to contribute to the 360-strong mobile-Internet sector, paying for hardware and business models, requires market testing.

Like the original  fee to promote anti-virus when repeatedly questioned, the handset manufacturers for the Zhou theory of acceptance is not easy, Zhou oneself also frankly "preach" unfavorable. "These things are easy to do if they come to mind, mainly the idea of agreeing to disagree with our judgments about the future." If you think the future hardware will become more and more expensive, mobile phone manufacturers certainly do not want to internet, but in fact, hardware can only be more and more cheap. The second is to take action, many manufacturers have this concern, not the internet is dead, and the Internet is fast death. To convince them, there is no need for the whole company to do so, but you can take some resources to try it first. ”