The competition of standardization in mobile e-commerce

The development of mobile electronic commerce with the formal opening of 3G was put on the agenda, relying on this is "Internet of things" and "three nets in one", as well as vigorous "super net silver" on-line. In fact, mobile e-commerce in the actual development is far from as fast as imagined, in addition to the mobile Internet itself using the problem, there are many need to standardize content is controversial. After all, mobile E-commerce is not like the traditional e-commerce is a new industry, its involved in the industrial chain and large interest groups more, technical requirements are higher, so not the first market demand development, but first standardization. As an expert and think-tank member of China Mobile Research Institute and a senior expert of Chinese E-commerce Association, I have often been asked: Zhong, in the end, what is the need to standardize mobile e-commerce content, and what kind of controversy? To solve this problem, I carried out some research, combined with some experience in the practice and exchange with friends in the industry, some summary, not necessarily accurate, hope that through these summaries can lead to more discussion.

First, the standard of payment.

1, telecommunications and UnionPay dispute: Mobile, China Telecom, China Unicom, the three major operators in the phone pay the standard of investment and attention to different degrees, the current domestic use of mobile phone payment mainstream technology program has three: based on the 2.4GHz Rfid-sim card scheme, The NFC scheme based on 13.56MHz Non-contact technology and the chip card scheme based on 13.56MHz technology. Among them, based on Rfid-sim card scheme from China Mobile-led, domestic enterprises independent research and development, in the technology has a post advantage, large bandwidth, high speed. Although China Mobile has been taking an active role in the development of mobile payment standards, however, in September, held on 14th in the 2010 mobile phone payment China Summit, learned that mobile has issued an internal document, the request to stop based on 2.4G mobile phone payment standard new project pilot (the original old project is not in the list). This makes the final winner of the mobile payment standard add more "variables".

And China Telecom launched the mobile payment business "Wing payment" is the wallet account into the sky-wing mobile phone Rf-uim card, user-wing mobile phone can be in supermarkets, convenience stores, shopping malls and other special merchants shopping; China Unicom's mobile payment program using customized mobile phones, and the original SIM card replacement into Swp-sim card, That can be achieved in the convenience store, food and beverage shops on-site card.

China UnionPay is more active and open, and its 13.56MHZ related standard has the advantage of low cost of POS terminal hardware compared with mobile. So from the vague attitude of the recent move and the security hidden dangers of the 2.4GHZ mobile phone standard and the high cost of POS terminals and Rf-sim card, the establishment of the final mobile payment standard should be more inclined to the standard of China UnionPay.

2, telecommunications and mobile terminal manufacturers dispute: In addition to the three major operators in mobile payment standards, as well as Sony, Philips and other foreign mobile phone manufacturers have been pushing the NFC scheme, users must replace the NFC chip mobile phone and SIM card to use. This fatal flaw has led to the introduction of the NFC program over the years and has not been widely used globally.

3, telecommunications and Third-party payment dispute: For the existing third-party online payments, the new standards and "super Net silver" intervention to make the development prospects become less clear, and virtually delayed the existing Third-party online payments in the field of mobile payment standards and technology research and development progress.

After the competition for the payment criteria to determine the winner, mobile E-commerce can be truly realized, otherwise only a platform for information display.

Second, the terminal hardware and operating system standards.

Mobile phones, e-books, tablets are the main terminals of mobile Internet at this stage, these terminals because of telecom 3G technology are different, the degree of support varies. Who can establish their status or establish their own hardware standards, mainly depends on three major factors:

1, telecommunications operators support: Unicom for the iphone and the ipad support the most, then other terminals will be to China Telecom, China Mobile tilt, in order to obtain the support of operators, then the development of hardware standards will also be limited by the attitude of operators, but this role with the user size will be changed. At present, Unicom in the hardware of the technical standards can be seen by Apple's hardware manufacturers to lead, because its users large enough to affect the establishment of this standard;

2, the application of software services Provider support: Rich application of hardware will continue to put forward higher requirements, who obtained the application of software service providers support more, the development of standard chips;

3, the development of the operating system: hardware standards are based on software standards, and software standards based on platform system. Like the Wintel standard of Microsoft and Intel Alliance, only the three camps of platform system seem to be equal in the market, the standard formulation also cannot talk about.

The establishment of operating system standards in the PC era is due to Microsoft's industry trend judgments and accurate market positioning, and in the mobile platform competition, we have seen the importance of platform technology for the market, so the current three camps: Sybiam, Pocket PC, Android has advantages. The original Senate platform: Palm is quite likely to rise again. So the platform-standard debate that we're seeing is not just going to fade, it's going to be tougher, including Baidu, FACEBOOK, and innovation workshops, all of which are being announced in high-profile areas.

The inability to establish the standard between the hardware standard and the operating system standard intangible has increased the transfer cost of mobile E-commerce, making the traditional e-commerce in two times the development of mobile E-commerce platform investment is too large, so that its development will not reach a certain user size is not strong. However, this situation also gave platform-level e-commerce enterprises, such as Taobao created the opportunity, because sellers in Taobao one-time mobile E-commerce technology input, sellers in Taobao open shop cost will not increase, you can enjoy the mobile E-commerce brings new performance growth.

Third, industry standards.

This industry standard is similar to the first payment criteria, this competition is directly between state-owned enterprises and national ministries of the contest, including the three major telecommunications companies, China UnionPay, NDRC, Ministry of the Treasury, the Board, the Ministry of Commerce, various associations have a great opportunity to participate in the formulation and implementation of these standards. These industry standards relate to the following:

1, Access standards: Mobile Internet access standards from IPV4 to IPV6, this standard now seems to be mostly in the hands of the telecommunications industry.

2, the integrity of the standard: e-commerce has always been the credibility of the problem, this issue in the era of Alipay solution to most of the time, there are still many institutions and local governments for the benefit of the more "official way of Certification", this certification is more or less recognized by the enterprise enterprises. So what kind of credibility standards can be more credible? Ultimately, this standard, such as traditional electronic commerce can not be established, will coexist in the way.

3, the transaction of the main standards: what kind of people or enterprises can operate mobile e-commerce, they will have what kind of norms and access mechanism, tax and management how to proceed? This series of questions will be passed through this standard. Due to the particularity of the network itself, coupled with the complexity of mobile Internet, then the standard of the transaction subject has become more complex, the controversy between the inevitable emergence of a natural.

From these, the development of mobile e-commerce standards established even before the establishment of traditional e-commerce, after all, traditional e-commerce has a strong "grassroots breath", and mobile e-commerce, whether in technology, or operational investment has been "aristocratic temperament." As a grassroots, mobile E-commerce development opportunity is how to rely on the aristocratic temperament of the platform or enterprises to cooperate. After all, mobile E-commerce is the real future and has the widest market.

Zhong Sina Weibo: Http://t.sina.com.cn/zhuangshuai