Handheld gaming device or will become mobile internet next Nuggets sharp weapon

"Silicon Valley Network August 4" Look at Lei and Zhou's Internet mobile phone war, as a friend of the Thunder Army, German capital founder Zeng Liqing thought, "Our Mookie Game Cloud palm machine has the same wonderful AH." "Mookie Game Cloud Palm machine is a handheld game machine, unique is that not only can play games, but also play a small number of mobile internet applications."





two years ago, Zeng Liqing is frequently shot client online, page tour, mobile games and other fields, at this time he thought of a problem: The game is the most lucrative area of the internet, and mobile Internet is the trend, the combination of the two can have a greater effect? It's like an internet phone, but Zeng Liqing wants to integrate the game resources on the Internet with handheld consoles, and then provide gaming services to users by selling hardware.





though it was clear that the "hardware + Software + operating Services" model is not new, Apple is doing this. But he thought, in the game field, especially the Chinese game market, nobody has done that yet. On the contrary, the game market is gradually submerged in the torrent of mobile terminals. It is also under the impact of mobile Internet, Sony and Nintendo two traditional game giants had to launch a new generation of handheld PSV based on mobile internet at the end of last year.





for once, a chance is that Sony, Nintendo and Microsoft, these game hardware giants because of trade barriers and piracy reasons, has been unable to openly enter the Chinese market, the domestic handheld gaming market in the brand vacuum. But not without demand, according to statistics, only Sony PSP imports each year in the Chinese market sales of millions of units.





, based on such judgments, had no hesitation in betting "treasure" on Android systems and handheld consoles. October 2010, dropped its largest single investment in the Internet field, the establishment of Shenzhen Rui Gao company. Not only manufacturing Mookie game Cloud palm machine, but also to develop content, provide operational platform. This June, Mookie game Cloud Palm Machine officially to market. With a fully open Android platform, it's already the equivalent of a mobile terminal, and it can do everything that the phone can do. Once the ideal is very clear, borrow handheld game hardware, through the cloud integration of all game resources, to provide users with services, aboveboard into the mobile internet. This is the same as the strategy of Lei and Zhou. But is it really that simple?





the most unreliable thing





Sheng is Zeng Liqing acquaintance Circle of the most know the equipment manufacturing people, is also the university classmate, now is the general manager, but he heard the plan, still think it is a very difficult to do, "after all, no one has done." "This is the most unreliable thing in the German system," said Zeng Liqing even at an internal conference. "But as with the successful investment in children's games, Zeng Liqing said," We just have to do what nobody else does. ”


 

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At that time they did not know how Android this open platform in the future development, in the game can not find a mature "hardware + software + operating Services" business model to replicate. "Unlike traditional models, we are completely based on the mobile internet, covering the entire chain." "Sheng has never been optimistic," and the handheld with the button is technically different from the touchscreen. "

is the toughest time for a start-up team for the next 8 months. Only hardware one link consumes the energy of the six months. In order to make a breakthrough in appearance, pioneering team has dedicated to participate in the Sony PSP design engineer, in its offer a big push "grotesque" drawings in the eyes of the rotating screen, but when the mold, panel and other materials all cast down, but also due to a variety of details defects and give up, finally chose the most conservative program In order to be able to enter the key combination of 50 times per second (keyboard input is usually 18.2 times/sec), the interval is small to 3 milliseconds, Sheng and research and development personnel "space war" one months, finally the key to fit the limit.

In addition, the new business model does not have a ready-made team and can only be "pieced together" from various industries. One of the three founders of Chen has 10 years of experience in enterprise IT operations, responsible for the company's operating platform and system development. Based on Android's openness, AAC must have a deep custom system that can carry all the Android games fast and smooth. At the same time, the entrepreneurial team began to seek cooperation with telecom operators to open a 3G dedicated network. The

took a year to put in the beta and the test, and eventually it was officially marketed this June.

the opportunity to split the content

The bigger test for Zeng Liqing or Rui Gao is the smartphone. At the end of the first quarter of 2011, 78.4% of smartphones were at the top of three major portable gaming platforms, compared with only 40% per cent of the history of hand-held machines, according to a ZDC game user survey.

In the background of the same competition, the target user group of the handheld game began to shrink to the heavy game player, the content of the game is more complicated, mainly focus on the category of racing, fighting and so on.

Smartphones not only play the role of predators, price wars also spread to the Palm machine field. "Do you think hardware can make money?" During the interview, Zeng Liqing and Sheng both asked reporters the same question. Obviously, the price and the current market on the Mookie handheld smartphone flat, rely on hardware can not achieve profitability.

"We are not going to make a single profit on hardware, content partitioning is the primary way." Sheng said that Rui Gao has clearly confirmed the profit model "hardware + content partitioning."

In the current Chinese market environment, this model is undoubtedly sensible. One big reason for Sony's fail in the Chinese market in 2004 wasHardware priced too high, a home game nearly 2000 yuan. Similarly, the "sell card" model of 200 yuan per disk game CD is also a deterrent for domestic consumers. The

Mookie must have a comprehensive win over hardware and content two. Rui Gao deputy general manager Wang in Tencent Interactive Entertainment is responsible for strategic planning, he thought, "The first billion hand tour has been produced, and at present almost all players began to travel in hand, and professional terminals will be more popular in the future." "So, Mookie priced at 1599 yuan, on the one hand than Sony and other foreign palm machine price low, but on the other hand also stressed the high experience of hardware." The

Mookie is a great highlight of content delivery. And Zeng Liqing's German communication system, has voted nearly 20 game companies have become the strong backing of their start. At the same time, Wang has been working with other gaming companies to establish partnerships, from last June to this June, a year has talked about more than 30 cooperative companies. These will become Zeng Liqing.

The biggest problem for Mookie now is the amount of users. Unlike mobile phones, such as the necessities of life, special game terminals need time to train users. Sheng There is no way to solve the problem, "can only first let the customer experience the machine." "

Zeng Liqing can this" unreliable thing "eventually become a viable one? Can Rui high-energy not be "the third company that follows Sony and Nintendo"? Zeng Liqing In fact only half of the finished, the remaining half depends on the user's choice. (Global Entrepreneur Magazine)