The Christmas War is on the Verge

Abstract: The Western traditional Christmas shopping season is getting closer, the major technology companies have moling soldiers Shuma, vaguely already can smell the smell of gunpowder, Christmas war is imminent. In the smartphone market, Samsung released Galaxy Note II first, followed by

From the Western traditional Christmas shopping season is getting closer, the major technology companies have moling soldiers Shuma, vaguely already can smell the smell of gunpowder, Christmas war is imminent.

In the smartphone market, first Samsung released Galaxy Note II, followed by Nokia's launch of two new WP8 handsets, Motorola Mobile, which was acquired by Google, also released the RAZR series flagship handsets with Android, and the industry's expected iphone 5 also long-awaited began to come out. Military parade, became the August, September Global mobile phone industry theme words.

Apple's ipad has been Shong in the tablet market, but by the year 2012, it's clear that some people don't like to see the apple solos, Microsoft Surface, Amazon Kindle and Google Nexus 10 successive releases to challenge the ipad's dominance, And Apple also sacrificed the secret weapon of the Christmas war in October ipad Mini.

Christmas shopping season has always been a battleground, for the area of mobile terminals where competition has become white-hot, this year's Christmas war is destined to be just the battleground between new forces and today's overlord, and the Doomsday Empire, represented by Nokia, can hardly change the fact of the decline even if it produces a beautiful transcript in the Christmas season.

A war where no one can afford to lose

As Apple launched the iphone in 2007, the pattern of the global handset industry has changed dramatically: the old handset giant Nokia, Motorola, RIM has withdrawn from the first camp, and the pattern of Samsung and Apple duopoly is becoming clearer.

For Apple, Samsung, the old enemy, the end of the patent war, does not mean that the two Tigers fight the end of the game. Samsung and Apple's smartphone shipments reached 56.3 million and 26.9 million respectively in the third quarter of 2012, according to new data. Among them, Samsung Galaxy S III with 18 million sales of the iphone iphone, became the third-quarter best-selling king

Samsung's ability to continue to lead the list of smartphone sales is not unrelated to its strategy of covering all levels of consumption. But Apple's iphone 5, which hit 5 million sales in the first week of the sale, and analysts ' forecasts for about 30 million of the iphone in November and December, have put a strain on Samsung.

If Samsung loses the Christmas war, it is feared that the position of the smartphone overlord will be handed over, and conversely, if Apple cannot overtake the Christmas war, it would continue to play the role of "The Millennium Dick" for a long time.

In addition, Nokia, Motorola and Rim, which are already moving away from the first group, will also have to prepare well for the Christmas war, because the failure of the Christmas war may mean the end of history.

Nokia, for example, has a 920 Lumia to save Nokia, and in some European countries it is even more popular than the iphone 5, and it is not a problem to have a beautiful battle in the Christmas war with a minimum of 50 dollars in contract prices. But since Nokia's CEO Elop took office, a series of strategic decisions that now seem "fatuous" have pushed Nokia to the brink.

Today, the desperate Nokia can only expect to release just a few WP8, but its cooperation with Microsoft always seems to be aloof. In the October 29 invitation to the official launch of Microsoft Windows Phone 8, the mobile phone in the poster only has the HTC logo, and everyone should see the fact that Nokia is becoming less important in Microsoft's strategic system.

Do not change the wrong strategy, just want to win a war will be able to turn over, it is difficult! Nokia, for its part, has already acquired Motorola, a new rim.

Opportunities for new forces to rise

The tablet market, which used to be the domain of the ipad, has been tough for Apple as Samsung, Amazon, and even Microsoft and Google have launched Tablet PCs.

The latest IDC figures show that the shipments of Android tablets led by Samsung and Amazon have grown sharply in the third quarter, and have begun to erode Apple's market share. The ipad's market share has fallen from 65.5% in the second quarter to 50.4%, with Samsung, Amazon and Asus 第二、三、四位.

Apple does not want to sit idly by. In the first one months of the Christmas shopping season, the legendary ipad mini was unveiled as a secret weapon in the Christmas War. After Apple launched the ipad mini tablet, consumer demand for Google's Nexus 7 and Microsoft's Surface tablet was down, with production orders down 34% and 14% respectively. Apple's confidence in the product is evident from the 10 million orders that the ipad mini maker has revealed

But the new powers still have a reason to win the Christmas war. The IPad mini will be the Christmas hot gadget and it seems just a matter of time. However, Apple did not show a strategic vision of long-term development in the process. Apple announced that they would again achieve the "thinner" target of "similar products," but ignored the innovative experiment that the ipad mini should experience, which was the cornerstone of the success of branded products, including the ipad and the iphone.

The IPad Mini is not a revolutionary product, just a relatively low-end tablet that Apple has launched against rivals Google and Amazon. Samsung, Amazon should seize this opportunity, from the marketing strategy, product experience and so on, and the ipad to seek differentiation, so as to attract consumers to buy.

The IPad mini blockbuster is still a big probability, and it seems unlikely that Google, Microsoft, Amazon and Samsung want to shake Apple's dominance through this year's Christmas war. What they need to do, through the Christmas War, is to change people's minds about the "ipad is a tablet computer pronoun," the idea of promoting their own brands and get a good reputation. To do this is to win the Christmas war.

The halo on Apple's head is slowly fading, and the spirit of innovation that once led the world now seems to be a bottleneck in its own development. The emergence of upstart forces will not give Apple too much time. If he does not succeed, he will be victorious.

This Christmas is very tragic: The Giants to try to keep their supremacy, the new forces to take the opportunity to narrow the gap with the leader, and for the already declining nobility, won, but also can "linger", lost, there may be no longer the day.