The copyright war behind a mobile phone shell

Mobile phone back shell, seemingly meager profit, in fact, already in the field of vision of copyright warfare. This is perhaps the most wonderful irony in the context of a mobile phone without disruptive innovation.

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Wen/Zhang Shule

Published in the October 2015 issue of the Corporate magazine

has been very sentimental, like to talk about the Yonghao, in September to face copyright issues took a soft. In a short time ago, the hammer and Nut cell phone conference, Lao Luo said for the NUT mobile Phone launch limited edition back Shell, this series contains the classic image of Mario. On September 6, Yonghao's personal public account issued a special edition of the "Super Mario" Rear shell, which was announced to remove the custom of the nut phone.

The reason is simple, Mario image of the copyright party Nintendo said: is not in "China" to do any similar authorization.

To this, Yonghao very reluctantly replied: "Can understand." "Of course, this frustration, there are yonghao sell feelings for the success of the show to craft gimmicks of joy, but also its inability to change the" mobile phone shell "This personalized selling point of the overall situation helpless.

Mobile phone shell is a very personal existence

At the August 25 press conference, Yonghao said that in the future, a limited edition of the Nut cell phone shell will be introduced every year, the naked counter-mockery of the people-I am selling feelings, not you bite me.

"Feelings + mobile phone shell" has become Yonghao's frustration. After the much-maligned hammer cell phone, Yonghao understood that by speaking at the press conference, or by posting a variety of words on the Internet, it has been unable to help push a mobile phone that is in fact only Android variant, hardware and other brands're far off.

In fact, this is also all of the Android phone manufacturers common dilemma, no new features, alone by the price of blood has been unsustainable. There is a joke is so teasing: in addition to the size and pixel inconsistent, basically in the street to distinguish a mobile phone, only rely on the logo, but after all, the streets are all Apple and Android two.

To this end, Yonghao division surprisingly soldier, want to from the mobile phone shell edge Breakout.

feelings = mobile phone shell, in fact, it is not difficult to understand. Because in the respect of personalized smart phone users, let their mobile phone out of the "arcade", highlighting the different self, the most cost-saving way, is to add a "different" mobile phone shell.

Limited edition Nut mobile phone shell, in fact, is Yonghao "side of the rich" feelings of play, users can find their own mobile phone preferences, although each limited edition of the shell radiation may be small groups, but accumulated together, is a good sales. What's more, the back shell is only a custom version of the Nut cell phone.

Interestingly, at the end of August, the NUT mobile phone release day, Yonghao also caught another copyright spat, it released a "beautiful not like the strength" series of posters for the new machine, and one of them appeared as a Samsung mobile phone spokesperson of the GAO Xiaosong Avatar, causing the other party to publish microblogging expression dissatisfaction. Gao Xiaosong more in Weibo, accusing: "This serious damage to the credibility of the matter is how low enterprise to do?" Do not explain this is a temporary or netizen spontaneous behavior, netizens who come to such a standard product identification? The lawyer has taken evidence, and the enterprise will apologize if it has the responsibility. ”

Soon Yonghao, like Gao Xiaosong, apologized and said it was a "hardcore fan" personal act.

This actually has exposed the copyright is not this sentiment mobile phone shell big question, but only once again occasion marketing. Let this not too outstanding and not be optimistic about the nut phone to compare "sad feelings" way, attracting 80, consumers participate in the topic, expand influence.

Yonghao Bulletin "Other with the great cartoon characters related to the commemoration of the anniversary, and foreign related copyright parties to continue to try to communicate, found that most are authorized, so ' feelings ' back shell once used to cartoon characters, will be the official authorization. "In fact, is to tell fans, buy his mobile phone, you can use the exclusive shell, show their own."

Android phone needs a back shell

"Yonghao sells not mobile phones, but shells, and a modern version of the Maiduhuanzhu story!" "The industry's teasing discourse, in fact, is also a language in the tunnel out of the core business opportunities."

The October 2014 survey data from NPD, a market research organization, showed that 75% of smartphone users would choose to install a mobile phone shell. iphone users are the most likely to install mobile phone shells, with nearly 87% of iphone speakers equipped with mobile phone shells.

Of all the users who do not have mobile phone shells, 70% belong to Android users. Android users choose not to install the phone shell, the agency gives the reason is that "Andro users in the cell phone is less worried about the extent of the iphone users, which is also the main reason why they do not want to use the phone shell." ”

Cheap and sturdy really is the reason? In fact, the true truth is that Android mobile phone users do not have enough models of mobile phone shell to choose from, especially a large number of mobile phone shells can be customized back-shell graphics, basically the iphone-based.

The cause of the problem, mainly in the sales of single-cell phones, Apple occupies an absolute advantage, and the mainstream back shell size is only five or six, while the size of the Andro is different, single-cell phone sales, mobile phone shell manufacturers for those only millions sales of mobile phones to provide accessories of the desire also naturally dropped a lot, let alone personalized.

Yonghao obviously see this opportunity, that a large number of Andro users do not have the means to achieve the status of personalized, so try to water feelings version of the shell, at the same time through the Copyright event preview, the future can also be used to combat piracy in the way, and constantly release the topic point.

This and Xiaomi before the participation of marketing methods, similar.

Moreover, the cell phone shell itself is a more than the mobile phone comparable big business. The case of Apple mobile phone case, 2013 years, the famous mobile phone shell brand Mestiere Deas has launched a IPhone5 International limited version of the Diamond chassis, the cheapest also to 58000 yuan, which is iPhone5 10 times times more price.

Mobile phone shell may be yonghao as a representative, the need to break through the domestic handset manufacturers edge innovation one of the path. In South Korea, this kind of exploration has already begun, South Korean actor Hoo, Wu Lian order even in 2012 years, already in the mobile phone shell as a spokesperson.

However, once this seemingly biased field to achieve the scale effect, the copyright dispute behind it will immediately expand.

Gunpowder barrels for the next copyright war

Mobile phone back shell, seemingly meager profit, in fact, already in the field of vision of copyright warfare. The most typical case is that the BlackBerry sued Typo in the Northern District Court in January 2014 for infringement of its patent rights, as typo designed a mobile phone shell with a full-size keyboard similar to the BlackBerry for the iphone 5/5s, allowing users to have a real input experience without having to start with the BlackBerry Q10. , which directly stimulated the BlackBerry and filed a lawsuit during the month of the product's production, and eventually received a seemingly insignificant $860,000 compensation.

There are many similar patent lawsuits and lawsuits between various mobile phone shell companies to establish their unique position in the market. Earlier in 2012, the United States International Trade Commission launched a "337 survey" of portable electronic equipment casings produced by 5 Chinese companies, allowing the Chinese companies with copyright issues to be isolated from the U.S. market.

At the same time, China's domestic relevant departments have repeatedly made a crackdown on pirated mobile phone shell market. For example, in 2014, the Shenzhen Market Supervision Bureau had investigated the behavior of the mobile phone protective shell products which had been allegedly produced by illegal enterprises in an industrial park in Pingshan New district, which was suspected of producing and selling infringing "Hello Kitty" registered trademark. March 2015, Hangzhou customs in Wenzhou Longwan Airport International Entry no declaration channel on the luggage of 4 passengers checked, seized the alleged infringement of more than 1200 mobile phone case covers, shell cover surface with "iphone" English alphabet and apple logo logo.

But on the other hand, although the main target for Apple products, mobile phone shell of the custom market is also growing. As early as 2012, there were media reports that every time before and after the Apple new product launch, there are a large number of mobile phone shell manufacturers in the forecast size and pre-paving production lines, and even "mobile phone shell shop two days after the exit," said the statement circulated, including many domestic manufacturers.

Want to let Apple mobile phone users in the first time to get the phone to get the right phone shell, which is actually business opportunities. The Baltimore Sun also reported that in 2011, hard Candy the 4s mobile phone shell of the prefabrication of the error: 50,000 of dollars in vain water drift.

Obviously, when Apple is no longer the "preferred cell phone, no one", more Android phones are starting to rise, whether it is the manufacturer, or the accessory company, can tap to make users feel more personalized mobile phone shell market, even if only a long tail, can also be benefited.

What's more, now the mobile phone shell has become a new way to break through the domestic smartphone, there is a copyright stick to beat competitors, not only to get hot topics, but also to reap more personality-advocating the latest generation of mobile phone users of all ages.

This is perhaps the most wonderful irony in the context of a mobile phone without disruptive innovation. (Zhang Shule: zsl13973399819, "cross-border-the Internet era must first understand the big defeat")

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The copyright war behind a mobile phone shell