Why China Mobile is so frustrated on mobile internet

Some time ago saw the "China Telecom Transformation, ten-inch-inch", quite touched. As a moving person, watching these years moving to the Internet difficult transformation of the ups and downs, really feel regret. Although now with the Internet, mobile Internet, compared to the big guy, mobile is still a veritable Gao. The company saved the Internet, first proposed the cultivation of mobile internet enterprises, invested in the amount of money to do all the hot business, but in the mobile internet into the most glorious times, slowly marginalized, recently in the issue of micro-letter charges to become the target, has become a netizen's critics of the obstruction.

In fact, in the most scenic moments, mobile has become a crisis of the pipeline. It changed the slogan from "Mobile communications expert" to "Mobile Information expert" 2006 years ago. Before the advent of the internet Era Telecom has also been brilliant, is the basis for the development of the Internet, then the internet when the big guys on stage Jiangshan, Telecom is only silently doing the pipeline, IDC these basic job. Move unwilling to see such a scene happen again.

So there are a lot of stories.

Mobile Dream Network briefly brilliant, in the 2000 before and after the Chinese internet bubble also saved several major portals, saved the record company. But when smartphones came out in 07, the closed system was broken, the rules of the game changed, and history repeats itself. Movable is not a resigned master, what heat to do, mobile operating system (Ophone), Micro Bo (mobile microblogging), community (139 community), Application Market (MM), Local life applications (Wireless city), instant Messaging (flying letters), mobile payment, two-dimensional code, cloud, group buying ..., if you go to the provincial company level, There are countless applications to see.

But in the end it's still a fate to be doomed.

OPhone: A lack of technical innovation and user-value specimens

OPhone launched, Android or 1.x era, Symbian has not disappeared, the smartphone operating system has yet to appear in the current duopoly pattern. Unfortunately, and most of the "mobile innovation", the operating system is done by an unknown partner, plainly is the android1.x of the optimization + mobile own data business bundle, the author at the beginning of the ophone to participate in the internal essay, was very pessimistic predicted that it will fail soon, the results of the essay also won , a prophecy.

The author thinks that the failure of ophone is the lack of core technology innovation, and the lack of core technology to conquer the heart, simple "Android core + outer" model sooner or later by Google constantly upgrade the system to die; the domestic internet giants, terminal companies, start-up companies such as millet depth of participation, Also will ophone force into the crevice; OPhone door is, bundled dead many users do not like the data business, can not give users the core value.

So, as Android moves toward 3.x in 2.x, the ophone kernel stays in 1.x forever.

Mobile microblogging/community: the War of operational ability

Mobile Weibo started out as a 139 lobbyist, and it was a product that didn't arrive early. At that time, Sina Weibo has just begun, happy net and Renren hot fight. Mobile microblogging products are not much of a problem, and there is a microblogging content free SMS group to the fans of the selling point, of course, this feature is less content when there is new, but the content of more than one can not stand, and finally this function was forced to close later mobile micro-blog products are also constantly upgraded, social functions, community functions, Game functions are closely followed. If there is a problem with the product, the difference is not enough. But the product function of Sina Weibo and Tencent Weibo is on the same quality. Why can the rapid rise of mobile Weibo but quietly?

The biggest problem is the lack of operational capacity. Weibo is a "media + social" dual-attribute product, Sina Weibo to be good at the media to operate the ability to cut, its success to the Micro Bo into celebrities, want to be famous people and want to sound the best place, this agglomeration effect so that in addition to Tencent Weibo with the huge size of QQ to fight back a small amount of work, other what NetEase Weibo, Sohu Weibo is no parry, let alone the lack of content to operate the ability to move.

To a deeper level, mobile is the hope that the basic communication and online communication organic combination, and ultimately the formation of user stickiness, bundled customers do not easily away from the net, like flying letters, like 139 of mailboxes. However, under the current mechanism of mobile, to keep up with the rapid and timely response to Weibo, it is too difficult, a few hot events come down, we will gather to the fastest hottest place, other places are empty.

In addition, under the special conditions, Sina Weibo has to raise a group of small secretaries to review the information. And mobile must be more rigorous information review. This is the baggage of moving.

Mobile Weibo is still alive, but more and more like a promotional window at all levels of movement. Quite a feeling of being alive.

Wireless City: The price of going back

Also in 3G portals, such as the representative of WAP Web site wind, app just emerging, mobile has realized that on the phone to provide customers with rich content and application is the future trend, so Xiamen, Guangdong began to lead the construction of wireless city, the core idea is to build a mobile phone network portal, can have all aspects of life applications, 2011 provinces to begin to follow the mobile, the province has a portal, the city has an innovation, as in the early years of telecommunications in the Internet at the beginning of xx port.

Unfortunately, the portal is already a history of the mobile Internet, and wireless city even qualified portals are not counted, it is just a lot of content to put together, no user experience can be said, and the Internet line, its operation is extremely dispersed, each province each city are fragmented, each city is a portal, Or a portal with different positioning. For example, if you want to order tourism products, you will go to every city portal to find there is no tourism products, or to a dedicated tourism can be a national product application it?

So, in addition to CCTV, on the newspaper outside, such a patchwork does not give customers real value, of course, Wireless city promotion or have the killer: send the bill. Later, the app version was launched, but its underlying positioning and model remained at the beginning of the Internet, and the cost of backwardness was eliminated. In the golden age of mobile Internet, mobile once again spent a lot of money, even a yell did not earn.

MM: Product issues or mechanism issues

MM is actually moving up and down are very attached to the product, it is said to be Mr Wang himself. But the king is always back, the prospect of this product is even more uncertain.

MM start early, the advantage is very obvious, one is installed rate is high, all mobile customization machines are preloaded with mm, this is how much of the application of envy of things; second, when the mobile phone payment treasure, etc. has not been born, Mobile has a few domestic convenient charging mode of the platform: pay; Three is rich have the strength, can use the communication expense to subsidize the application purchase expense , creating a profitable ecology for developers; four is to download the application flow free, which is convenient for users, so many applications envy.

However, so many advantages have not let mm become the mainstream of application market, even in the mobile interior is the same. In the main Android apps Download market, Jifeng Market, Android Market these entrepreneurial products have a considerable reputation, in contrast, mm disadvantage is mainly product level, has been the use of the experience of MM is very unfriendly, even I and the surrounding mobile in the end of the last straw to give up use. Of course the underlying reason is the mechanism, mm behind is a number of outsourcing companies, Zhuo Wang is the most important one, Zhuo Wang itself belongs to mobile survival enterprises, difficult to compete in the Internet market, coupled with this mechanism under the high cost of communication, MM to keep up with mobile internet update rhythm is really not easy. More importantly, mm lack of survival pressure, no pressure to improve their own power, and then not competitive.

On the other hand, the application of the market model is also under challenge, Baidu Mobile phone assistant, QQ mobile phone assistant, 360 mobile phone assistant and other internet big guy is slowly fade application download concept, but will apply and mobile phone management combined. After a while after the fresh, my mobile phone application is also slowly stable, no longer every day to visit the market, at this time, the simple application of download can not meet the internet big guys on a daily "fragmented time share" of the desire.

Application of the general trend of free, mm convenient means of payment is no longer any advantage. The user experience is finely crafted in every application market, in addition to grinding the application of the aggregation of recommendations, search functions and even some of the functions of social, MM still stay in the App Store mode to do a domestic Android market status, which is almost impossible to complete the task. I heard that mm last year's income of 100 million, I do not know how many books, music and other paid digital content.

Internet giants, end companies, Google officials and start-ups are fully involved in the application of distribution markets, and new applications such as Web apps and micro-mail apps are emerging. Under such a change, MM can keep up?

Flying: QQ imitators and victims

Flying is a successful product, at least it is more successful in China than MSN.

Tencent rarely becomes a copycat. Flying a letter These years has been to Tencent, from instant communication to flying classmate, and then to fly chat, and then to the recent hastily launched the public platform, imitation strategy is very good, at least not detours, and fly a letter has one of the biggest advantage: you can send text messages, this is the basis for the survival of the years it can.

The letter has been counted very well, but still can not shake off the two major tragedies:

First, there is QQ, like other dead instant communication products, not because can send free text messages, no one is willing to open a few chat applications, where people go where more, micro-letter application of the emergence of the message is also worthless, its future is dangerous;

Second, it is China's mobile biological son, the beginning of the positioning is bundled users, telecom Unicom can not register, although now has been released but the concept of the user has been difficult to change; and, mobile internal mechanism of the blood is still brought to the letter, although the product can imitate, deep experience, operation or there is a gap. For example, recently there have been netizens to fly a public platform self-righteous, ignoring the user experience of the registration content was ridiculed.

Finally this time, Tencent can proudly say, has been "been" imitated, never surpassed.

Failed genes: helpless mechanisms

Of course mobile on the internet to explore far more than these, to the provincial companies to look at the city, more dazzling. Hundreds of products. The most indispensable thing to move is the talent. Mobile employees were the top students in major universities every major opportunity to move before the arrival of the opportunity to see the planning and ideas are not far-reaching and detailed, in-depth to each individual, we all show a helpless, excellent talent, strong capital in front of the mechanism had to shake his head sigh. The reason behind the rough analysis failure is probably as follows:

1, the location is not clear, the purpose is not pure

Mobile Internet products in practice, its purpose is roughly two, one is to support the main business bundle customers, the second is to get "innovation" performance. So from the outset it was not treated as an independent, market-worth business, and ultimately a lot of investment was just a gimmick that could be advertised at various times.

2, the lack of the internet gene

Mobile communication operations in the field of success is also the cause of the failure of the Internet, the entire organizational structure is not for the Internet, think of the product proposed, investment, construction, operation of the link, a good idea to survive in the move is too difficult too difficult. One headquarters-provincial-city segmentation, each have ideas, a unified national products are difficult to launch; second, each level of the company's internal department obstacles, and then interesting Internet products in the mobile huge business is only drop, no one can spend energy to help. In the end, the product line slow, update slow, not focus on the internet in such an industrial environment is very difficult to survive.

3, lack of real core technology and product-oriented research and development

The internet is a typical technology-driven industry, technology in which the weight is very important, almost every powerful internet companies have technology precipitation, and a strong product culture. And mobile is precisely lack of these, mobile employees are most of the project management, core technology and product development mostly rely on partners, the interests of partners are moving, this orientation leads to a less likely to have good products. Of course, this is also no way, through partners to do products than mobile itself to do products, in the mobile system to be much more efficient.

4. Too many non-commercial factors

Mobile as a central enterprises, it is very difficult to really market to deal with things, behind the various non-commercial factors involved too much, to bear the political responsibility too much, on the surface of the government in the care of, but from the other side, do not put their hands and feet, all aspects of all kinds of invisible hand control, this is not to elaborate.

Other minor reasons, also no longer repeat.

Most of the problems mentioned above are the common fault of large enterprises, the mechanism is bloated, slow, successful path dependence, by the real benefit kidnapping, Nokia, Motorola and so on, the external environment changes, it is difficult to change itself. However, there have been signs of change, the establishment of mobile internet companies has been jianzaixianshang, how the future remains to be seen, perhaps an independent, internet-core positioning of the company, can abandon the huge bureaucratic system of the problem, under the strong capital operation may be able to come out a new road.