Where is the entrance outside the cell phone?

In addition to its own brand of mobile terminals, China Mobile is promoting more proprietary hardware products to market.

June 10, according to 21st Century Business Herald reporter learned that in China Mobile's music, video, games, location and other base business, there are already multiple bases in the planning of hardware products.

Among them, the Shanghai video base launched the box product "Magic 100 box" has low-key market, currently available in Jingdong. The music base in Sichuan is also planning a differentiated "Microphony Music Box" and is expected to begin its formal overseas sales in July.

In addition, the location base in Liaoning is working with more third-party companies to target a specific group of wearable terminals. According to sources from China Mobile Terminal Company, in fact, we are planning to move our wearable devices. "The future is possible."

Where is the logic of mobile hardware products in love? It is certainly unrealistic to count on these hardware products to make money. Insiders told reporters that China Mobile to do boxes and other hardware products, the core purpose is to find the phone outside of the "home entrance", the mobile service into them.

A variety of hardware introduced

According to the reporter, China Mobile "Magic 100 boxes" products now have millions of users, mainly through the sales channels of local companies, the general bundled with the mobile broadband services, the other Jingdong can also be purchased.

"Magic Magic 100" is a product promoted by China Mobile Shanghai Video Base and officially launched before "517 Telecom Day" this year. It is a broadband network as the carrier, with audio, video, text and other information rich media as the main form of television and other large screen for the display terminal, multi-screen interactive personalized features for the China Mobile broadband end-users Content service.

In fact, after the licensing of 4G, China Mobile proposed the concept of "home as early as" at the global partner conference in December last year to provide multi-screen portals for computers, TVs, mobile phones and pads through terminal entrances such as boxes And access, to provide users with integrated application services related to family life.

According to the demo, users can use the mobile phone to remotely control the TV, play a sense of body game, share photos, and push the Internet video content on the mobile phone to the TV for playing through the magic box. In addition, you can also directly use the video, games, music, animation and other services provided by China Mobile's open platform.

According to the reporter learned from the inside, the current magic hundred boxes mode of production is very open, you can move the various provincial companies in accordance with a set of uniform standards to choose their own OEM. Satisfy the standard, pass the network test, you can sell.

According to the reporter also learned that the wireless music base in Sichuan is also doing a similar box products, called "microphone music box." Insiders said the product will be on sale in July, the main music MV service, karaoke and other special features.

Such as karaoke OK function, the microphone on the box can be used directly, family members through their own mobile phone client, you can freely choose songs, cut songs, applause, etc., very convenient. At the same time, Migu Music Box also has all the other features of the box, including watching live, watching video and so on.

In addition, the location service base in Liaoning Province has been developing various types of terminals in conjunction with third parties such as proprietary terminals for the elderly, children and pets, as well as wearable products such as exercise records and health monitoring.

Shi Ning, vice president of mobile location service base told reporters that at present their idea is to cooperate with third parties to launch hardware products, including some car terminal.

However, according to China Mobile terminal company revealed to reporters, in fact, mobile wearable devices have also been planned. With the launch of its own brand of mobile phones, China Mobile in the future there will be more hardware products to market.

Improve overall service

China Mobile launched its own brand of mobile phones, the industry has been in doubt in fact, the purpose of moving hardware to do, will not grab the market and partners.

"We do not own-brand terminals for profit." Tang Jianfeng, deputy general manager of China Mobile Terminal Company, said in an interview with 21st Century Business Herald reporter that the terminal is a key part of China Mobile's strategy of developing mobile internet. The core is to enhance the operation of China Mobile The overall service.

From this perspective, the logic of launching different boxes and wearables at each of China Mobile's bases is similar.

Although the magic box hundred has officially started marketing, but does not seem to know many people. Beiy Yue, general manager assistant of China Mobile's mobile video base, told reporters that at present, they have not started large-scale promotion because they still need to support their mobile broadband business.

And Zhu Hong, general manager of wireless music, said the microphone box is also based on the development of microphone client into the family, now the latter monthly active users more than 40 million. Music box through the Internet, allowing users to directly enjoy the mobile music base in the accumulation of music resources.

"Of course, in fact, the music box is the main music, we also put together the resources of other boxes, such as video." Wireless music base insiders said.

According to report, in fact, no matter is the magic box 100, or microphone box music, common features are the same, can be used as a platform to open different home screen terminals. In a sense, there is also competition between them.

Insiders believe that China Mobile's current thinking is to try through different entry points, the ultimate goal is to find a addition to the cell phone entrance beyond the "family entrance." (Editor Lu Aifang Xin Court Wei)