After Apple launched iOS 10: SMS War is only just beginning!

WWDC's opening speech will be remembered as a day for the full battle of communication applications.

Since Steve Jobs lifted the disruptive first-generation IPhone, the Mobile world has come into the crowded era. The first clash of mobile technology giants is the war on mobile devices. The Second battle is the Battle of mobile platforms: IOS and Android.

The third mobile technology war is about to unfold around communication applications, and its battlefield will be ubiquitous.

Has made remarkable achievements in China. Facebook Messenger and its "10,000 chat bot developers" are also trying to do the same in other places. But it wasn't until last month that we saw the response from Google, the world's biggest mobile platform, when Apple formally stepped into the new battlefield yesterday.

The battle for mobile applications is completely different from the previous two wars.

The first war in the Mobile world is to decide who can sell the most equipment and earn the highest profits. Apple is the biggest winner of the war, which accounts for 90% of all mobile device sales profits. The second battle is to compete for who can make the most perfect and powerful mobile platform, a platform that integrates devices, operating systems and applications, and is compatible with what I call "smart stuff": interacting with things like TVs, cars, homes, appliances, tools and toys. Google, which has 70% of mobile subscribers, has made the most of the war.

But the third mobile war will be fought in different forms.

First and foremost, the war takes place at another level of abstraction: not a device, not an operating system, or a mobile application, but a platform that integrates other applications, devices, and platforms. In addition, this war is not to compete for equipment sales or application installs-of course, these two points still have a very important strategic position, because three mobile wars will be carried out simultaneously-the Battle of communication applications is the struggle for time, attention, connection and payment.

Time and attention are well understood: this is the focus of previous web and mobile apps. But connecting and paying is a strategic hub that wasn't before.

The importance of connectivity for communication applications is obvious: After all, you are sending messages to your friends and family. But in terms of and Facebook's case, the goal of the communication app is to establish a connection to the merchant, brand, and service.

In the eyes of Facebook, a connection between a user and a friend can bring it $100 a year-the average per-user income for the US region calculated by Facebook in fiscal 2015, with Canadian users valued at $50 a year. The connection between the user and catering, clothing, play, medical, travel and home services can be 10 times times more valuable.

Mobile commerce and mobile payments have become a battleground for communications applications, and the payers will be able to become North America and Europe.

Google, of course, sees the stakes, and Allo is one of the most recent wars that it has put into communication applications.

But Allo is a product that has been built from scratch, and Google has not opted to add functionality to existing products of a certain size. Allo is Google's fourth communications app outside of Duo, Hangouts and Google Messenger. Given the antitrust problems in Europe, it may be difficult for Google to make Allo the default communication app for Android.

Interestingly, both Allo and Facebookmessenger are native Web applications that require Internet connectivity when used on mobile phones, and Apple has always been adding data to the mobile phone's existing messaging technology.

This is a surprise strategy, although Apple does not have Google's global number of users, there is no social network of Facebook users, but it can rely on the integration of the phone's underlying features to achieve a high degree of popularity.

On top of that, Apple can add features such as the ability to share data, devices, and platforms, such as Song and location sharing, as well as ordering and taxi services through API interface opening. Of course, it's all just beginning.

Now both Apple and Google have begun to catch up.

Facebook is undoubtedly the king of user acquisition, and it sits on several 1 billion-user scale platforms, including Messenger and WHATSAPP. Nonetheless, both Google and Apple have their own unique advantages. Google's strengths are strong machine learning, AI and personal assistant technology. Apple's advantage is the ability to integrate and design equipment, and it also has the money that rivals cannot afford, so it can continue to buy other companies to fill their weaknesses.

Finally, the winner of this war will be able to use AI, deep learning, robotics, third-party applications and platform integration and connectivity to provide users with a richer and more complete experience.

And the spoils of the war will be huge profits.

After Apple launched iOS 10: SMS War is only just beginning!