Lian Xiaodong: Three kinds of mentality to see Lenovo Mobile Internet strategy

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Author Lian Xiaodong

The mobile internet is a hot word, too much to be mentioned, and it doesn't feel fresh. So that when I first heard Lenovo Group launched the mobile internet strategy ——— "Le plan", think this is just a hardware marketing strategy. But after careful study, it was found that the new strategy from the Lenovo group level could not be underestimated.

In the in-depth interpretation of Lenovo Mobile Internet strategy by the reporter of China Electronic Daily, we do not make the conclusion, only present the analysis process of the strategic advantage and disadvantage. In fact, the Lenovo Mobile Internet strategy is optimistic or not optimistic, just different attitude, the most important thing is to see the implementation of the strategy.

Lenovo Group Mobile internet strategy ——— Music Program

Event：

January 6, 2010, the day before the opening of the International Consumer Electronics Exhibition ——— CES, Lenovo Group held a press conference in Las Vegas, the United States, formally released the mobile internet strategy ——— "le Plan" (projectle). Lenovo launched the three mobile Internet products such as Le phone, le Book and IDEAPADU1HYBRIDNOTEBOOKPC, and will bring a more exciting mobile Internet experience to global users by integrating integrated resources from the product end to the backend service. Lenovo will also establish a "mobile Internet terminal + content + Services" business model, and gradually copied to overseas markets.

Lenovo Group attended the representative:

Lenovo Group CEO Yang, Lenovo Group president and Coororyread, Lenovo Group senior vice president and IDEA product group President Liu June, Lenovo Group senior vice president and CTO He Zhiqiang, Lenovo Group senior vice president and Lenovo Mobile President Lu Yan.

The name of the cooperative enterprise appearing on the scene (according to incomplete statistics):

Sina, Tencent, Shanda, Phoenix New Media, Gameloft, Alibaba, Baidu, Qualcomm, Google, ARM, AMD.

The implementation connotation of "Le plan":

First, the introduction of the optimization of mobility and cloud computing as the core of the rich product portfolio, including smartphones, handheld PCs, Smart Books, netbooks, Hybridnotebook, notebooks and other product forms, to meet the needs of various types of users.

Second, to implement End-to-end industrial resource integration, develop a huge industrial ecosystem, deepen the cooperation with the basic platform providers, and work closely with the top Internet partners at home and abroad, including mobile operators, content providers, application developers, channels, etc., in order to achieve mobile terminal products and content, application of the close integration, Bring more exciting, End-to-end mobile Internet experience to users.

Third, the establishment of "mobile Internet terminal + content + Service" Business operation mode, and gradually copied to overseas markets, closely grasp the important development opportunities of mobile Internet.

First three mobile internet terminals:

Music phone through a unique push technology, so that users in the traditional communication, SMS and other communications services, can enjoy the e-mail, instant messaging and other Internet services. Le phone also uses a unique front-no button design, full touch of the screen using mode, and external docking (docking) after the Mini notebook.

Le Book is a new mobile internet terminal that combines the best attributes of smartphones and netbooks to support a wide range of network connections, including 3G, WiFi, Bluetooth, and wired connections. The product will be bundled in the United States at the beginning of the year through At&t, America's largest operator.

Ideapadu1hybridnotebook is the world's first innovative hybrid notebook computer. It brings together two usage patterns in one device: When used, it is a sleek, lightweight, all-Windows experience laptop; once needed, its screen can be removed and turned into a fully functional touch-controlled tablet computer that operates independently.

Mobile Terminal Products Market Time:

After April 2010 (expected)

Key readings:

"Our disadvantage is obvious, brand disadvantage directly bring the integration of the application of the difficulty." But our advantage is also obvious, that is the Chinese market. The Chinese market can say that it is not so competitive now, but that there is no good product available to the market. Our strategy is to start with the high-end, but our ultimate goal is to lead a market, so that a wider range of users can afford to accept the product. "——— Yang

Optimism: localization of "Apple" is the easiest to grow

All kinds of information show that publishing is not the beginning of Lenovo Group Mobile Internet strategy, but a phased results. Since 2004, Lenovo Group has begun to brew and prepare the strategy, in 2005, Lenovo Institute formally formed a team to mobile phone as the main form of mobile Internet terminal development.

According to the "China Electronic newspaper" reporter's follow-up observation, initially their idea is to target commercial customers to launch similar BlackBerry terminals and services, and in 2008 launched the first Linux mobile phone, during the Beijing Olympic Games for internal and small-scale users to try, but the product itself is not satisfactory. At the same time, Lenovo Group CEO Yang Yang made "or to target consumer" instructions, so that today's music phone.

"I have seen that product, I heard that the light that cost tens of millions of yuan, Lenovo Group investment should be billions." "Isuppli China research director Wang to the China Electronic newspaper reporter. "From the Research institute level, this is almost Lenovo's biggest investment in recent years," said two academics interviewed by reporters. With so much determination and devotion, what is the odds of Lenovo?

Yang has said that with the establishment of the 3G network, China's mobile internet terminals are not too much but too little. The reason is not that competitors ignore the Chinese market, but do not understand the Chinese market. Tencent, Baidu, Sina's success has proved that the Internet domain of local enterprises to develop more space, then mobile Internet domain may also be so.

With years of hard work in the PC field, Lenovo has a certain research and development reserves. From foreign to Le phone "never seen the user experience such a good Android phone" evaluation and Yang "running to Apple's goal" self-confidence can be seen. In industrial design, Lenovo is also at the forefront of Chinese companies, but also set up a design center in Hong Kong to track the forefront of the dynamic. In addition, its brand, marketing ability, financial and other factors are obvious. To put it this way, Lenovo, the Chinese manufacturing company that invests in mobile Internet, is the most desirable.

It was part of the strategy, whether it was a 5-year investment in research and development, or a 200 million-dollar repo at the end of November last year. So, this time in Las Vegas only released "Le plan", Lenovo is not a high-profile but low-key. However, the reporter personally recognized the "Le plan" this term, appropriate in the West, "Le" and Lenovo homonym with the same word, "le" word easily in China slogan. Only one name shows Lenovo's creative ability and localization characteristics, has been the beginning of success.

Support experts in the Ministry of Industry and Information Technology Telecommunications Institute of Communications Institute chief engineer Yu Zhi:

The mobile Internet brings together all the resources, which is the aggregation point of the related industry infiltration and competition. Lenovo is a large enterprise in China's electronics industry, in the face of the current production of products may be replaced by mobile Internet terminal Trend, must join the mobile Internet camp, in order to ensure the survival prospects of enterprises. And I think the sooner you join the better. Lenovo has its own opportunities, its original strengths and advantages can be brought to the mobile Internet field, the key to success depends on the user's needs to design a competitive product.

Many things, if there is always "who lead to do" thinking, is not conducive to the development of the industry. Who takes the lead is not very important, as long as the direction is right, it is worth consolidating resources.

Pessimism: I fear to make wedding clothes for others

Of course, even in the Chinese market, Lenovo still faces fierce competition from international rivals and other powerful forces in the country.

Judging from the current development of China Mobile Internet, Chinese mobile operators and Tencent, Shanda such service providers are most likely to become the core of the industry chain, that is, the biggest beneficiaries of mobile internet, because they hold the ultimate customer. Lenovo is currently mastering the advantages of mobile Internet, neither its own operating system and platform, there is no portal and services, but also has not formed a third-party developer resources, relying on the terminal, brand and channel advantages, can play in the mobile internet what role?

The mobile internet era is the consensus of the industry to sell services rather than sell hardware. Therefore, even the global terminal world, such as Nokia, must be transformed and turned very hard. So in the longer term, Lenovo has to get out of the mode of selling hardware.

As you can see from the "Le plan" deployment, Lenovo is concerned about this, the reporter also heard about the widget technology, push technology reserves and advantages, and even see Lenovo to do their own app store, set up a service platform intention, but, in Lenovo from the terminal manufacturing to mobile Internet core efforts, Each step of the way will encounter strong competitors who could have been partners.

The questions include: How will the conflict with China's mobile internet strategy be handled? How much will the next step be devoted to ophone? Shanda or Tencent already has its own billing platform, how will Lenovo's App Store be built? So, how to play the game in the competition, deal with all kinds of relations, Is the biggest problem that Lenovo mobile Internet strategy faces.

A more pessimistic view comes from scepticism about the Google-centred mobile internet strategy. In the global mobile internet industry, Apple and rim control the end-to-end industry chain model to the industry's envy, many companies want to do the same, and Linux because of its open source, is considered a universal opportunity.

But Google, or Nokia, has so far succeeded in Linux, and its attempts at Linux are not necessarily successful. Although companies do not want to put it, in fact, they are using Google platform, so that enterprises in the mobile internet efforts, may be just for Google jobs, industrial chain up and down the quarrel, in fact, are only small interests.

Support Expert: Yi Lu Linkage Company CEO Xu Guojong:

Lenovo's mobile internet strategy is largely product-level or marketing-level, and Lenovo cannot be the core beneficiary of mobile Internet. In fact, many of the mobile internet makers on Android may end up as an accessory to the industry chain, or Google's accessories. Internet has done so many years, the most profitable is the search engine, Yahoo, ebay all rely on Google's search engine, are making money for him. At present, as long as the mobile Internet in Android or Linux, is in accordance with the rules of the game set by Google, the fate of the wedding clothes for Google can not be changed. Of course, this is not to say that these enterprises can not make money or will die, but the profit space is limited.

Prudence: Planning should be carried out in a reasonable

The pessimistic point of view is whether Lenovo can control the Chinese mobile internet industry chain, in fact, it is possible for a company to control the mobile internet industry chain model in China is not feasible. "Apple model does not work in China, and Chinese companies only unite to work together to build a good ecological chain." Wang told reporters, "China's manufacturing enterprises alone to prop up mobile internet banner is very unlikely." "He believes that the most sensible implementation of the Lenovo Mobile Internet strategy is" to first try to launch a good terminal, followed by a good load of applications, and finally to establish a service system. ”

Lenovo is clearly already aware of this, and it is in line with these steps from the launch of the mobile internet strategy. "Our first step is to put the sales terminal as the main business model, the future is not possible through the service to profit and to look at the step by step." Yang's words illustrate this point. At least, in the mobile internet era, under the trend of intelligent computing, the miniaturization of PCs is the future trend of the development of the PC as the main industry Lenovo and the Association of the purchase of the mobile need to move in that direction.

Therefore, from this point of view, some media will Lenovo published mobile internet strategy known as Lenovo's strategic transformation, this is not correct, in fact, it should be understood as the original PC-oriented strategy for the continuation and adjustment. Need to specifically put forward, throughout the development of Lenovo, Lenovo has never lacked a good strategy, from Lenovo Group Break-up began, Lenovo experienced a number of internationalization, diversification, specialization and other strategic transformation (see Lang Salty ping "analytic Lenovo 3 Transition strategy"). In fact, now in retrospect, many of the projects, such as win-time, new Oriental Education online, FM365 website, any one adhere to the present, will be today Lenovo Mobile Internet strategy is a powerful weapon.

It was rumored that Lenovo had considered stripping the handset business at the time it was established, but because Lenovo had just acquired the mobile portion of Xiamen's mobile phone, it had kept it for financial reasons. If Lenovo does not have a mobile phone today, then how will its mobile internet strategy be structured (journalist note: Of course, the March 2008 sale of Lenovo Mobile and last November's repurchase was more of a capital-level operation).

Lenovo Mobile Internet strategy implementation, it is likely to involve organizational structure adjustment, how effectively in accordance with the established plan, improve execution, in the face of setbacks, adhere to the end, this is Lenovo Mobile Internet strategy for the success of the key.

Support Specialist: isuppli China research Director Wang:

Lenovo Mobile to succeed in the field of mobile Internet, it is more important to choose a good application, integrated into the mobile phone, to compare the "dazzling" interface (including process design) to display, to attract consumers.

This requires joint research and development by Lenovo Mobile and Internet applications, and how to present good applications on small screens with small footprint. This is in fact also the advantages of domestic enterprises, a better understanding of consumers, can be mined with regional characteristics of things.

And in the cooperation with Chinese operators, because Lenovo such a corporate brand is not strong, but also a certain degree of research and development strength, easy to be selected by operators. Therefore, China to cultivate its own mobile internet industry, more needs enterprises through the mode of cooperation to achieve a total win.