HP "Surrender": Mobile Internet Chess to the mid-

Liu Yan Despite countless interpretations of Google's acquisition of Motorola Mobility, the battle was put in place under the big campaign of mobile Internet, with aftershocks continuing.　　Yes, mobile internet has become the focus of the current IT industry hegemony, whether it is the intelligent terminal Melee, the definition of cloud computing power, or application innovation, all of this as a major battlefield. This momentum, not only has seriously hit the traditional PC Internet on the screen, and ultimately may mean that the traditional internet industry is ushering in a turning point, to a considerable extent to give up the role of the protagonist. and "Traditional It" will also have a violent shock--Beijing time August 19 morning, Hewlett-Packard announced the last year just acquired webOS, and plans to peel off the Low-margin PC department, while spending tens of billions of dollars to buy autonomy software company, to software and cloud computing closer.　　Hewlett-Packard was the first surrender giant. At the same time, the previously uncertain mobile internet market model is becoming clearer, and the rules of the mobile Internet era are emerging from the water as some giants explore.　　We carefully comb the elements of this battlefield will find that the core components, operating systems, user access, key applications has become the four integrated industrial chain axis. Global Mobile Internet spindle in the upstream, we see that the core of the upstream hardware has been one of the indispensable elements. It can be said that the emergence of arm broke Intel in the CPU market monopoly, and in the mobile Internet battlefield to establish its own Trump army role. In addition to Qualcomm, Texas Instruments and other communications chip traditional giants, as well as Nvidia, Marvell and other industries upstart, forming the mobile internet era of the chip corps. Among the legions, low power and communication capabilities have become two of the core barriers to shielding Intel. Not only directly led to the disintegration of the Wintel Alliance, but also to the mobile Internet as a "source of water."　　The essence of mobile computing chip industry is to provide computing power and communication capability, which is the cornerstone of mobile Internet. Just as the PC-era operating system is at the heart of software and hardware, the mobile internet age of operating systems is the core of competition. Apple's iOS, Google's Android has become the market's two strong, has taken the opportunity.　　and rim, Windows Phone, webOS and even Samsung's Bada, are looking for the opportunity to break out, hope that the market pattern has not yet solidified, can obtain this industry chain the most critical aspects of the right to speak. To that end, Apple Bang iOS from mobile phones to ipads and even televisions, and Google is willing to spend 12.5 billion of dollars to buy Motorola Mobile patents to defend its interests in the market, hoping Android will go further; Mobile and wince, to create a new WP7, and from 2012 launched Win95, WinXP since the biggest innovation Win8;Give up the BlackBerry system, buy and develop QNX ...　　Hewlett-Packard had hoped to gain a foothold in the process by acquiring webOS, but its touchpad was so dismal that shareholders could no longer tolerate the burden and push for a sale 1 years later. Unlike in the PC era, the operating system, while still very important, has added a new key link in the industry chain, the user portal. Isn't the operating system a user Portal? In the mobile internet age is not entirely. As we've seen, even iOS can only customize a few Apple app buttons on the home page and not control other icons, and users may not be using safari browsers, but will be able to use Chrome or other browsers, not to mention that the Android page is entirely in the hands of the handset manufacturer.　　This also means that with the operating system, you may not be able to control user access, users may not use your software. So, we see that the most successful company in the mobile internet age is Facebook, which controls the user portal, a portal that is far more user-than Apple, and more than Google-and that's the equivalent of adding a door to iOS and the Android operating system.　　After customers came to the mobile internet world, they eventually entered the gate, not the outer door, and IOS and Android were "piped" as if they were dealing with carriers. At the end of the process, we still have to see a familiar face: Killer apps. This is undoubtedly the user end of the use of the part, whether it is Google's search, Zynga's game, or QQ chat tools, color of LBS applications, are the so-called killer application, here the rules of the game is a winner-all. In fact, the rules of the game in the PC era has been very clear, processing more than 90% of the use of the Office suite, image processing, FLASH, Web page production, such as most of the use of adobe; database design, Oracle and SQL SERVER, DB2.　　This logic is still in the mobile internet era, these applications are far from the user's recent, but also the user ultimately need, but, but must rely on the first three exist. Therefore, all applications need a portal, all the portals need an OS platform, and all the platform needs a chip solution, these four constitute the main axis of the industry, but also inevitable to become the dominant industry. In a sense, other companies on the industrial chain will be the dependencies of the main axis. Therefore, the previous Nokia resolutely did not join the Android camp, is afraid of losing the control of the industry, rather than "standing dead"; Once Google acquired Motorola Mobility, Samsung, HTC, the 2 most-used Android companies, became jittery,　　This is because they have no control over the industry chain. The Battle of Giants, the four giants of mobile internet, their wars on different frontsAlready "Chess to the Pan", the cost of the new entrants will be greatly increased, it eventually chose to the IBM's Business-to-business retreat, rather than attack. Among them, Apple adopted the vertical integration of the "vertical" strategy, in the first three links almost all have a strong competitive edge, in the last link through the App Store partially open, now can be said to occupy an opportunity.　　In order to counterbalance Samsung's OLED competition, it even has to invest 1 billion dollars to sharp. Google was only in the operating system and key applications (such as search, map) Two links are strong, in the industrial chain using "lien". Now Google's acquisition of Motorola Mobility is a desire to protect the Android operating system, but it also leaves the possibility of better control of the user's entry in the future. The future of cloud computing once popular, without its own terminals, the cloud and the end of the two difficult to match, this point, Samsung, HTC difficult to cooperate.　　Therefore, does not exclude the Google Convergence longitudinal and lien. Microsoft has been a bit outdated in the internet era and has become more unwieldy in the mobile internet age. It still adhere to the once successful "lien" strategy, hoping to absorb as many peripheral forces as possible, to contend with the former two giants, and hope that this year's mango and Win8 to make a comeback.　　In a sense, Microsoft is a company that lacks the internet gene, but given the high closeness of Apple and the prospect that Android may move towards partial closure in the future, it gives Microsoft a chance to tangle with the 6-door faction to besiege the bright top, and it may be able to do it again in the game. At the latest, Facebook, which appears to be the least powerful, is the user portal. However, it is also the most mobile internet gene, which is often the most difficult to imitate. As we all know, even in the PC internet age, Yahoo, the first generation of giants, also failed to take advantage of Google's second generation of upstarts, and Google, although in the community sector investment is huge, also failed to find the web2.0 pulse of Facebook representatives ...　　As a result, Facebook may seem thin, but its powerful genes, and its alliance with Microsoft, could give it a later advantage. As for HP, Samsung, Nokia, Cisco and other enterprises, because enterprises lack of internet genes, not to mention mobile internet genes, to find a place in the main axis of the industry, it becomes more and more difficult, the real potential is also the invisible giant Amazon, it has more internet genes,　　And the emergence of new giants must be innovative in business models. Looking at the whole industry chain, there has been an oligopoly in four major sectors, and there is a further focus on the future, which could lead to a bigger monopoly than the PC Internet era, until the winners take all, just as Google has a 97% share in the mobile search market. And if the country is constant, the monopoly is more concentrated, because 90% of these industrial giants are from the United States, will undoubtedly surpass the Internet whenGeneration。 In the PC Internet era, the world's 10 largest internet giants are also concentrated in the United States, China, the reason is because the Chinese market is large enough, market barriers high enough, but the Chinese giants are also concentrated in the user portal, the key application of two links, in the mobile internet era, Chinese enterprises in the four links to make breakthroughs?　　At present, the traditional advantages in key applications have been seriously impacted by the App Store and Google Harsh, leaving only the barriers to user access, and the huge gap in operating systems and chips. (the author is ZTE Brand director)