What's the most lucrative 2015? The answer is still moving.

This week, the world's most tyrants companies have released their quarterly earnings, and you may find a phenomenon that moves to be king, in other words, to be moved by the world.

Apple and Facebook have grown strongly, and they have been able to do so well, thanks to a successful mobile strategy. And those companies that have fallen, frustrated investors and lost their former glory, have failed to move strategically, including Google, Alibaba and Microsoft. In fact, the door to opportunity is always open to the next great business idea, and of course, the future of great ideas will never be related to the desktop system.

Indeed, every big company has "parts" that are big and small, and they need to be reduced in success and failure, but sometimes it is more instructive to apply the arcane razor law.

Apple and Facebook are on the edge

Take apples For example, it can be said that the iphone is their invention of a new mobile phone, in this by the type of products they created, Apple of course a solo show, ahead of other competitors. Apple developed this hardware, let people fondle admiringly, more affect people's daily life. Last Tuesday, Apple released its quarterly earnings as a listed company, the earnings of Apple's most lucrative earnings report in its history.

If Apple invented mobile phones in modern society, Facebook uses mobile phones to invent a "people's favorite thing to do". Also in Tuesday, Facebook reported earnings, showing a record $3.85 billion trillion in revenues, compared with $2 billion trillion in mobile ad revenue alone. According to a report published in App Annie, app analysis, the four mobile apps with the most downloads in 2014 years belong to Facebook.

In the chart, you'll find that these four apps are Facebook Messenger,instagram,whatsapp, and Facebook's native app. Obviously, Facebook already knows how to use these four apps to make money for itself. In order to understand how to make money from advertising, Facebook has put a lot of effort into the cost, and now it seems that the results have begun, and then they should apply this experience to other app apps.

Google search

The relationship between Google and Mobile appeared to be the most contradictory among all the listed companies that posted earnings last week. Google's Android mobile operating system dominates the world's largest smartphone, but Android is not the most important source of revenue.

Google is still making money by relying on users to click on ads. In the last quarter, the number of user ad clicks rose by 14%, but for advertisers, the cost of these ads has been falling.

Google has been hoping to make a breakthrough in mobile advertising, and hopes to exceed their desktop advertising revenue, but in fact it does little. In addition, Google needs to face a reality is that their advertising value is falling, one of the most important reason is the rise of mobile devices, and this trend of movement will remain for a long time. Google's biggest concern now is the ability to move quickly to mobile in the next few years, but now it seems they haven't figured out how to make money from mobile phones.

The giant will stumble.

Although people often compare Alibaba with Amazon, but in fact the most should compare with Alibaba, it should be Google. The goods sold on Amazon are their own stock, but Alibaba is not. In fact, Alibaba's method of profit is to make money from the merchants who pay for the advertisement. When consumers search for goods on Taobao platform, those who pay for advertising fees, their products will be first shown on the Product search results page.

Last year, Alibaba completed the largest IPO in history, but when its performance did not meet shareholder expectations, the stock market will not buy his account, in Thursday, Alibaba's share price plunged. Although the number of mobile users using Alibaba service is many, in fact, like Google, Alibaba earns more advertising revenue on mobile devices than desktop systems.

As for Amazon, they are a heterogeneous group in the mobile domain. In fact, Amazon did not make much money selling hardware or software, and its self-developed smartphone suffered Waterloo. But one-click shopping on Amazon's native mobile app, Prime's Instant Video, and the book business show Amazon is doing a good job of leveraging mobile channels.

Let's look at another giant, Microsoft, and we know that the Giants have been in the doldrums, but over the last three months they seem to have had a lot of success with mobile strategies. First, Surface tablet sales topped $1 billion trillion; second, Nokia, which was bought by Microsoft, also shipped 10.5 million Lumia smartphones on record. But Windows Phone's share of the global mobile market is still underperforming. Although Microsoft's 26.4 billion revenue sounds good, it's a tiny fraction of the apple.

The door of the future is open

If the world's most tyrants, the most companies do not know how to use mobile to make money, then who can do it? Well, maybe someone can. We are also optimistic that as mobile devices become mainstream computing platforms, more and more technology companies are moving into the mobile arena.

After all, the global economy is at an early stage of the transition to mobility, it's less than 10 years since the first iphone, and for all of these companies, the starting point is that mobile phones are no longer a device for calling, texting and e-mailing, and only companies that can really break through It is possible to become a martial arts overlord, unified rivers.

In fact, the first batch of excellent "mobile-centric" technology companies has begun to rise. Judging from the current valuation of all technology companies, Uber may be the best of the tech companies. After all, if you leave the mobile channel, Uber's business can be said to be meaningless. But it remains to be seen whether the Uber is holding billions of of billions of dollars in investment and if they can really prove their worth.

In any case, if you think about mobile and find the know-how to make money, then the bright future will be open to you. The so-called wind turbine flow, who may become the next giant, perhaps, the future is in your pocket that small mobile phone inside.