A mobile interconnection war triggered by smartphones

There is no unprovoked war of words.

Echoing the Zhou and Lei's defiant microblogging challenge, a mobile-Internet war triggered by smartphones, and it's not a man fighting, it's also a number of mobile hardware manufacturers, such as Huawei, TCL and Alcatel.

In the first half of 2012, Tencent, Baidu, Alibaba, Shanda, 360 increased the investment in smartphones, Sina and NetEase, Renren is not reconciled to living outside, joined the War regiment.

Just 7 months, 3 million shipments, and 4 billion dollar valuation, it seems that the "Internet model" of the millet mobile phone has been "envy envy hate".

Back to basics, mobile interconnection makes the era of purely hardware profits gone; Meanwhile, Apple pioneered the new mobile internet business model of hardware and software services, which has quickly inspired the dotcom giants.

"From the United States, Dell, which used to specialize in selling PCs, Acer, or even Hewlett-Packard, has been less successful in the tablet market, and the Internet giant, Amazon, has made a tablet out of 0 of profits, turning a one-time-selling hardware into a long-term service charge, which will be a trend, though not necessarily tomorrow, Zhou said.

With Huawei, Haier, Changhong, Dell and many other hardware manufacturers into the bureau, the traditional handset manufacturers and internet giants of all kinds of hand has been "gradually want to charming eyes", rational, a bit impulsive, a bit blindly follow? In the future, the two-way division of labor and collaboration, how to build a sustainable profit model? How many stakeholders can support each other in the upstream and downstream industries?

Lenovo Chairman and CEO Yang's prediction is that the vast majority of internet companies do not succeed in hardware, ZTE (000063, shares bar) (000063, shares bar) executive vice President Shiyou bluntly, rely on the temporary hype is unsustainable. Is the minority that has not entered the bureau judged accurately?

Seat logic

In a "table" known as the internet Star, T (Tencent), A (Alibaba), B (Baidu), L (LEI) and E (Zhou) in the intelligent terminal market has also been sitting on one side.

Tencent, with China Telecom and Huawei, ZTE, Cool faction, Tian language and Hisense and other 5 mobile phone manufacturers released 6 "Tianyi QQ smartphone"; Alibaba and Tianyu launched Aliyun mobile phone; Baidu, first with Dell cooperation, the joint launch of high-end smart dual-core mobile phones, and Changhong to launch a partnership with the Millennium Intelligent Machine; Lei latent for a year, The explosion of millet fever, 360 and Huawei, Alcatel, Haier and 360 special for the machine, Zhou 祎 at once set off thousands of layers of waves ...

In addition, can not ignore the two old Internet manufacturers, Sina has been with HTC pushed the first micro-Bo smartphone, and NetEase CEO Ding Lei has put words will push smart phones.

"The competition between companies and products is not a single product or application competition, the focus of competition becomes the ecological chain can cover how much." "Baidu Mobile Cloud strategy head Liu Tao to the" talent "reporter said, must be in the mobile Internet to win the access of service users.

The contention of "Occupy seat" is just like the dispute of entrance. Only in this way, every internet giant can transplant every best application and business model into an intelligent terminal.

The "seat" logic is almost identical. Tencent Q-service integration includes mobile phone QQ, space, microblogging, contacts, mobile phone QQ browser, search, games, including a variety of mobile internet applications, Alibaba integrated online shopping, Baidu integrated search, 360 integrated security services, SINA integrated Micro-blog.

"The cloud-tube-end" strategy, which is now widely mentioned, does not show the industry participants "Software + hardware + Application Service" as one of the development ideas. "Qing ke Research Center Zhangyanan also pointed out that the Internet enterprises in the use of terminals to promote their own applications, it will inevitably for its own end products to play a layer of" closed "brand, whether an open mind inclusive competitor applications, but not known. It is expected that for some internet companies, joining terminal warfare is only a short-term attempt to engage in sexual behavior.

Innovation Factory CEO Kai-Fu Lee also once said: "Internet companies do most of the phone will fail, not only because the company's genes are different, but more important is that these companies just to embed their own services." Internet companies to do mobile phones is simply to push their own applications, Rob mobile Internet access. But such practices do not necessarily meet the needs of consumers. However, this rational and irrational combination of the terminal layout, has a subtle impact on the industrial downstream effect.

"Whether a large Internet company can be vertically integrated is a possibility. But, like a football match, standing outside the line and never getting an answer, Yang, director of Intel China, told talent that the smart phone chip would be stepped up in China's smartphone market at different price segments.

In contrast, in the millet start-up period, Qualcomm will be the new high-end dual-core smartphone chip implanted into a brand, but also is half a gamble half a try.

Different tactics.

Despite the strategic consensus, the tactics of the internet giants to cut into smartphones are different.

Millet from the hardware and software research and development of a self-contained, Baidu, Tencent, 360, Alibaba is the choice of traditional mobile phone manufacturers "cooperation", which is superior to the inferior, difficult to be the same.

Lei had regrets, 100,000 production is a life and death of the ridge, survived by the ignorance of the fearless. In addition, the amount of millet financing continues to expose, also further confirms that "software + hardware + Internet Channel" is a heavy asset of the live.

Baidu Technology Vice President Wang Jin has publicly declared: Baidu is good at internet-based search business and cloud technology, rather than hardware. So Baidu has been strengthening the concept is that Baidu does not produce mobile phone products, only with mobile phone manufacturers, in their mobile phones based on cloud technology application platform and a variety of services to promote the terminal and cloud seamless connection.

"Instead of subverting the traditional industry, it is better to combine the advantages," Zhou that the Internet companies do not have the volume and financial resources to do hardware, but with a large number of users, traffic, the lowest cost of internet marketing strategy and E-commerce channels.

By contrast, choosing to work with a traditional handset-maker that already has a certain amount of production capacity is the first choice for most internet giants to enter smart terminals.

However, it is noteworthy that the first to enter the bureau of mobile phone hardware manufacturers, only second-line handset manufacturers, such as Changhong, Dell, Haier, Alcatel, but not HTC and other front-line brands or foreign brands.

A large mobile phone manufacturers internal executives to the "talent" reporter revealed that the cooperation with the Internet manufacturers still have concerns, but also do not want to be hurt after the words of war into a "cottage machine."

In the future, faced with almost the same thousand-level price, almost uniform large screen, internet giants and second-line mobile phone brand of the marriage, will face the challenge of differentiation.

"In the cost-effective is not thorough enough, there is a lot of space," Zhou said, the traditional mobile phone factory once the internet, it can be a smartphone marketing and channel costs, to supplement the performance of components.

Yang that in China there is a special case, Android and other third-party applications are completely free to download. Internet companies rely on what services can integrate different content, so that consumers get different experience effects, is worth trying and efforts in the direction. In this respect, Baidu Mobile Cloud Division general manager Mingyuan to "talent" reporter stressed that because the smartphone to touch the main, so, Baidu in the layout of mobile cloud strategy, specifically developed a voice search to enhance the experience of differentiation.

For the mobile internet profit model, Baidu CEO Robin Li has put forward a few pessimistic forecasts, including small screen advertising space to small, unable to carry large games, and still have a certain degree of payment problems.

Mingyuan analysis, said that in the PC, the search data may come from the public relations Internet cafes or unit computers, but the direction of mobile phone search is very clear, 95% of the possibility is I, also potential to strengthen the search rankings of business value.

At present, in the smartphone, whether it is search, microblogging, electronic books or online shopping, translation applications can enlarge how much profit, yet to be validated.

Zhou, who has always been known for its free and subversive, is ready to go to the Red Sea again with "0 profit", which will reduce the price of mobile hardware to a minimum, to attract consumers with price-performance, and then to achieve a total win through the profit model of Internet value-added application.