One mobile phone to conquer the world: mankind's last chance for gold nuggets

Chapter 19 You Are the Next Bill Gates (1)
How to become the richest man in the world with a mobile phone?
In 2001, the American "Wall Street Journal" published an article "Across the Millennium", which named 50 richest men in the world, and 6 of them were related to China: Genghis Khan, Kublai Khan, He Shen, Liu Jin, Song Ziwen, and Wu Bingjian.

Two emperors, two corrupt officials, and one eunuch.

The only real businessman is Wu Bingjian.He monopolized the overseas trade of the Qing Dynasty, and established Jardine Matheson in Guangzhou in 1783. In 1834, he became the richest man in the world with assets of 2600 million silver dollars, and he was also a model of collusion between government and businessmen to make a fortune.He succeeded as a comprador, but after the Opium War he failed because the comprador was questioned—a Chinese-style tragedy.

In fact, the richest man in the world in every era has extremely distinctive characteristics of civilization:

*In the period of agricultural civilization, to become the richest man in the world is mainly to grab land and conquer the world with swords and guns.The land in the world belongs to the emperor.

The most successful chief entrepreneurial model was Liu Bang (256 BC-195 BC). He started to rebel and start a business at the age of 47. It took only 7 years to seize the world, establish the Dahan Company, and make it exist for more than 400 years. As a result, this business model that created the richest man in China lasted until the 1911 Revolution in 2113, which lasted for [-] years. year.The risk of this model lies in the exclusive monopoly of the family, and it often takes hundreds of years to produce a new richest family and realize the change of dynasty.

*In the period of industrial civilization, to become the richest man in the world is mainly to do industries related to mineral energy, manufacturing, retail, and finance.

Famous representatives are:
Oil magnate John Rockefeller and Paul Getty.

Automobile king Henry Ford, steel king Carnegie.

Retail giant Wal-Mart founder Walton family ($1000 billion).

The Rothschild family, the financial and banking king, controls 50 trillion US dollars.

The generation cycle of the richest man in this period can basically be shortened within three generations and within 100 years.China's current richest man is also in this period: real estate boss, coal boss, retail king, beverage king.

* To become the richest man in the world in the era of information civilization is mainly to do the IT industry related to informatization.

Famous representatives are:
Software king Bill Gates.It took only 11 years to become a billionaire, and it took only 39 years to become the richest man in the world at the age of 19.He has won the honor of the world's richest man for 13 consecutive times.

Computer king Michael Dell. Earned $22 million at age 1800 and $32 billion at age 43.

Telecom mogul Clos Slim.Once surpassed Bill Gates to become the richest man in the world, with assets of 678 billion US dollars.

Mark Zuckerberg, the founder of the American social networking site Facebook, was dubbed "the second Gates". In 2008, at the age of 24, he had US$135 billion, making him the youngest single richest individual entrepreneur in the world.

Bezos, the founder of Amazon, became a billionaire the fastest in just 3 years.

Among the rich Chinese, Terry Gou (IT OEM) became the richest man in the region by relying on the information industry, surpassing the petrochemical plastics giant Wang Yongqing to become the richest man in Taiwan.Ding Lei and Chen Tianqiao successively became the richest man in mainland China through the listing of NetEase and Shanda Network.

Those who have the most potential to become the richest man in China include Jack Ma, the founder of Alibaba, Ma Huateng, the founder of Tencent, and Robin Li, the founder of Baidu...

The average time to become the richest man relying on the information technology industry has been shortened to about 30 years, and the main way to become a billionaire is through the listing of companies.

……

*Although I cannot say exactly when the next Bill Gates will be born, I can predict that he will meet the following conditions:

First, he must have been born in a "sunrise industry" that represents the general direction of development of this era.The core keyword of this industry must be "mobile informatization".

Second, rather than relying on one technology or product to succeed, it is better to say that he uses the innovation of business model to redefine several industries.He must be a cross-industry platform expander, and he must make full use of the integration of mobile phones and traditional gold industries to achieve great success.

Third, his success must not be limited to a certain region or country, but must have won the whole world in the general trend of globalization.

Fourth, his success must be the use of information "big data" assets as the core of the "light company" operation to mobilize countless offline "heavy companies" with material assets as the core. The smart strength has achieved the success of industrial restructuring.

Fifth, his breakthrough point must be to provide a solution to a certain core contradiction in the development process of the mobile information industry. The solution to the key issues of the "sunrise industry" is the basis for the formation of a large platform, and it is also the stage for the emergence of great companies and personalities.

Sixth, it may take him less than 20 years to become the richest man.

Seventh, if we do not change the closed small-scale peasant thinking and entrepreneurial environment, this person cannot be born in mainland China.

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"Men are afraid of entering the wrong line of work", the most important thing is to choose a major and industry!

Why did the dead Jobs still make money?

Jobs once created the world's greatest personal computer: the Apple.It weighs only 12 pounds and is assembled with only 10 screws. The plastic casing is beautiful and stylish, and it looks like a beautiful typewriter.People couldn't believe that this little machine could display a spectacular, kaleidoscopic color sequence on a large fluorescent screen. In 1980, the "Wall Street Journal" wrote that "the Apple computer is the bicycle of mankind in the 21st century".But only five years later, Apple Computer lost to IBM Computer in the competition. On September 1985, 9, Jobs was forced to resign as chairman of Apple.

Success requires better products and technologies, but it is difficult to achieve great success in sustainable development with only better products and technologies.

The core of Apple's personal computer failure is not that the product is not good enough, but that the business model is self-enclosed, does not cooperate with the upstream and downstream of the industry chain, only wants to eat alone, and refuses to be compatible with others.Finally lost to the more open "IBM" computer consortium.

I once asked students: Why did Jobs succeed in launching the iPod music player after returning to Apple in 1996?We must know that this was already a saturated market with fierce competition.

The answer of most students is: Apple iPod is cooler and more fashionable than other music players!
They thought Jobs' success was just a product success: he created a better MP3 player?
Likewise, when I ask, "Why did the iPhone beat Nokia to such a huge success?" the answer from most people is still: It's a better, cooler phone.

I remember that when Jobs answered "Why didn't Apple develop new products before doing consumer demand research", he said: If Henry Ford did market research before inventing the car, the answer he got must be that everyone wants to buy a car. A better carriage.Did it help Henry Ford invent the first automobile?
What Henry Ford built was a "car" that didn't need a horse to pull it at all, but only needed an engine to provide power.It was a new-concept vehicle that surpassed the imagination and expectations of horse-drawn carriage users at the time.It subverts not only an old product, but also the human way of life, the entire transportation industry, interpersonal communication and a series of social regulations and systems.

Like the car, Apple's iPod didn't just revolutionize the music player, the Walkman and the MP3, it revolutionized how the entire music industry works and makes money.

It was the popularity of the iPod that directly inspired Jobs to copy the business model of the iPod to the mobile phone industry with a broader market: an iPhone that subverted the concept of traditional mobile phones was born.Its appearance has brought about earth-shaking changes in the entire information industry. People see a model that integrates resources from various industries based on mobile phones to change the world has emerged!
Apple's business model is a subversion of Motorola, the inventor of the mobile phone, who said that "the mobile phone is the only phone for human beings".

It was also a subversion of the business model of Sony, the world's largest digital fashion product and entertainment content company at that time.In fact, Sony is the first to create the "Apple" model with the most resources.Sony has not only "Walkman", MP3, mobile phones and other terminal mobile tools, but also the world's most abundant music, games, film and television content, etc., but it has not bundled the two in marketing synergy to create a brand new business model.Apple jumped at this simple but great opportunity.

The Apple business model created by Jobs does not rely on any original technology at all, but on the integration of cross-industry resources.The point is: selling ivory chopsticks can only make a lot of money if it is bundled with the Manchu banquet!
Jobs is outstanding in that he knows that people who buy music players Walkman and MP3 not only want to be cooler and easier to use, but also hope to be able to find more suitable music and games through the players in their hands more conveniently and cheaper. and other rich and colorful content.This is the core value of music players and game consoles.It's like you made a pair of particularly good chopsticks. Customers can only watch it, but they can't find where to use the pair of chopsticks to pick up delicious "dishes". Of course, the core value of these chopsticks is greatly reduced.

Jobs' iPod and iPhone are of course more stylish, cooler, and more foolish than their competitors at the product level.But the open and cooperative "kitchen" he created for these two pairs of "chopsticks" is the basis for Apple to make a lot of money. The innovation of the iPod is that it can log into the iTunes music library through the wireless WiFi network. iTunes is like a magical "kitchen" that can continuously provide millions of songs for iPod users, and each download costs only a few cents.

Case
Apple: iPod+iTunes mode
MP3 was not invented by Apple, and the iPod is not the most beautiful MP3 player in the world. Apple is not the first to take advantage of a platform like iTunes, but Apple has perfectly integrated iPod and iTunes to create a new kind of business. model. Through iTunes, iPod users can easily find the music they want, cheap price, convenient payment, from appearance to content, Apple provides music fans with the best music experience.Through this model, Apple quickly controlled the entire online music service, controlling users downward and music publishers upward, which made the popularity of the iPod soaring, and the song library and downloads of iTunes continued to grow crazily.

On October 2001, 10, the first-generation iPod was released, with a capacity of 23GB. Users only need to use one thumb to operate the iPod.The first-generation iPod uses an IEEE5 interface with a bandwidth of 400Mbps for transmission, and it is managed with iTunes on the Mac operating system.

By January 2004, the iPod had become the most popular digital music player in the United States, accounting for 1% of the market.

到了2004年10月，iPod统治了美国的数字音乐播放器的销售，拥有超过92%的硬盘播放器和超过65%的所有类型播放器的市场。2007年4月，苹果宣布自从2001年推出数字媒体播放器iPod以来，销量累计突破了1亿部。截至2013年第二季度，iPod的销售量为3.75亿台。[1]
2012年第四季度iTunes营收达到了40亿美元，年收入达160亿美元。以年度计算，iTunes年度收入超过雅虎（2012年营收50亿美元）、Facebook（2012年营收51亿美元）和Netflix（2012年营收36亿美元）的总和。

70% of iTunes' total income is used as royalties for matching songs, of which 58% are recording rights and 12% are copyrights.In 2012, Apple’s iTunes music store earned a total of US$43 billion in revenue, of which US$34 billion was paid to product copyright agencies, accounting for 22% of iTunes’ total annual revenue and 60% of the world’s total digital music revenue .Digital music led by iTunes has brought good benefits to the recording industry and musicians.Currently iTunes' music service covers 119 countries, including 3500 million pieces of music. [2]
The success of the iPod model greatly encouraged Jobs to launch two pairs of more eye-catching "chopsticks" with more extreme product innovation: the "iPhone" that replaced traditional mobile phones and the "iPad" that replaced laptops.The "kitchen" equipped for these two pairs of "chopsticks" this time is called the App Store. This is a large platform where content and application developers from all over the world show their talents, and they continuously "cook" for nearly 5 million users.

Changes in the number of apps and downloads in the App Store
data
On March 2008, 3, Apple released an application development kit (SDK) for iPhone, which is available for free download, so that third-party application developers can develop application software for iPhone and Touch.Less than a week later, on March 6, Apple announced that it had received more than 3 downloads, and three months later, that number had risen to 12. On July 100, 000, the Apple App Store was officially launched. On July 250, there were 000 applications available for download in the App Store, and the download volume reached 2008 million times. On January 7, 11, the number was refreshed to more than 7 applications and more than 14 million downloads. On January 800, 1000, the App store expanded to the Mac platform, and about 2009% of the applications were available for free download.The fees paid by users to purchase applications are shared by Apple and application developers at a ratio of 1:16.

2013年1月8日苹果宣布，官方应用商店App Store的应用下载量已经突破400亿次，其中半数是2012年完成的，总活跃账户数也达5亿。

iPhone can not only surf the Internet through WiFi, but also use mobile communication networks 3G, 4G, 5G... to surf the Internet in places without WiFi.Jobs took advantage of the influence of Apple's fashion and cool chopsticks "iPhone" on mobile phone users, lured and coerced more than 180 communication operators around the world who had a difficult life to work for him, and underwrote Apple mobile phones to hundreds of millions of users by subsidizing huge tariffs , and can also share another sum of money from the Internet traffic package tariffs of many operators through exclusive cooperation.

Make a few pairs of good chopsticks to control hundreds of millions of users, and use the influence on users to control global communication network operators, and finally transform the purchasing power of users into the attraction of "chef" content and application developers.

Do one thing and earn at least three shares: the profit margin of Apple's mobile phone is as high as 50%, and the profit margin of iPad has also reached 25%.Earn "chopsticks" money first from Chinese migrant workers (Foxconn manufactures Apple products) and global consumers.

Then, we can sustainably distribute the traffic charges from the global exclusive cooperative operators, or save huge marketing expenses.This is Apple's second share of money.

Finally, through App Store sales or advertising revenue sharing, Apple can sustainably earn a third share of money.

正是由于乔布斯“三双筷子捆绑满汉全席”的移动信息化商业模式的创新，2012年8月苹果公司以市值6325亿美元成为人类历史上最值钱的公司，超过了当时微软（2567.8亿美元）、谷歌（2214.8亿美元）、Facebook（414.3亿美元）、亚马逊（1112.6亿美元）四大全球领先科技公司的总市值（6308亿美元）。

Apple's biggest revelation to us is:
One is that in this era, unconventional success must be achieved through the integration of mobile phones and other traditional industries.

Second, the innovation of technology and products is far from enough. Only the subversive change of the business model can become a leading "light company" with "less investment and more profit".Apple has obtained nearly 50% of the industry's profits in the industry chain, which is even worse than the "huge profits" made by the Microsoft and Intel alliance in the computer field.

The innovation of business model is the foundation of profit.

Sales volume of iPhone over the years
截至2013年6月29日的第三财季，苹果公司的净利润为69.00亿美元。2012财年第三财季，苹果公司的净利润为88.24亿美元。苹果公司第三财季毛利率为36.9%，低于去年同期的42.8%。[3]
2012年苹果公司的利润是微软、eBay、谷歌、雅虎、Facebook和亚马逊的利润总和。苹果2012年的利润为417亿美元，全球总盈利为1565亿美元，而微软等6家企业合起来的利润近344亿美元。[4]
Information Consumption: Mobile Phones Are Big Restaurants
We can regard mobile phones as the catering industry in the new era, which only sell information content and services, and satisfy people's work, life, entertainment and learning needs through information consumption.

(End of this chapter)