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

Chapter 20 You Are the Next Bill Gates (2)
Mobile phones can be regarded as dining tools, like chopsticks in Chinese food and knives, forks and spoons in Western food.Major manufacturers include: Nokia, Samsung, Apple, Motorola, Huawei, ZTE, etc.

Different network technology standards are equivalent to different private rooms for users to eat: FDD4G technology is like Western food, and mobile phones must be made into knives and forks; TDD LTE4G technology is like Chinese food, mobile phones must be made into chopsticks to match; Lang.

The chairs for dining are like various customer brands and package packages: the rich people sit on it called GSM, the young people sit on it called Tianyifei Young or M-Zone, and the ordinary people sit on a small bench called Shenzhouxing.China Unicom simply called everyone's chair "Wo".Different chairs should have different rates and services.

The key is who controls the dining table?In the era when mobile phones cannot access the Internet, the table is controlled by communication operators: the communication network is the table, and the dishes are only voice, text messages and pictures.

Since the mobile phone entered the 3G era, the network is no longer the core link, and the dining table has been reduced to a delivery channel for serving food. That is to say, communication operators: Vodafone, China Mobile, China Telecom, China Unicom, etc. can only deliver food in restaurants Pouring tea, becoming a waiter, a bit mobile porter.The operating system for mobile Internet access has become the most critical desk in the entire industry.There are various cups, plates, bowls, basins, etc. on this big table, which is the smart phone application client software, including browser, location search, e-commerce, entertainment games, etc.The drinks, staple food, meat dishes, soup, seafood, etc. inside are the content.This is the big meal that the vast majority of smartphone users will eventually want to consume.It is the kitchen and chef who provide the content and application, commonly known as SP, CP and SI.

For the production support of application developers and content producers, there are some people who provide tools and solutions.For smart phone users, some people continue to develop management tools (such as mobile assistants, etc.) to facilitate the use of mobile phones.

……

In the final analysis, the competition in the mobile Internet industry is the competition for control of the desktop of mobile operating systems, browsers, mobile search and various large application platforms. Owning a large platform can integrate multiple resources across borders and become a benign ecological industry for users and partners. The controller of the chain is the power holder who can decide how to divide the money.

With mobile informatization as the core, greater changes will occur in the subversive integration of traditional industries and mobile phones. A new civilization is quietly emerging in your hands. What are the different standards for dividing traditional and future business models? ?

Internet thinking changes the world
The emergence of every epoch-making tool and technology will eventually change people's way of thinking and attitude towards the world. This change in thinking and attitude will in turn lead to the maturity of a new culture and development model.

The core differences between the Internet and traditional business models are:
First, "closed" or "open"?
Second, "competition" or "cooperation"?
Third, "single food" or "win-win"?
Fourth, "fee" or "free"?
Fifth, "product" or "platform"?
Sixth, "safe" or "simple"?
Seventh, "limited" or "unbounded"?
Eighth, "offline" or "online"?
How to achieve a dialectical balance around these eight seemingly contradictory propositions is the basis for the success of the information business model.

Everyone agrees that "openness" is the main feature of the Internet, but we can't generally think that "openness" must be better than "closed".Compare Apple's semi-open model with Google's Android (Android) fully open model:

Google's Android model is open even to the source code of the mobile operating system, and is open to both mobile phone users and application content development partners.The advantage is that it can quickly popularize its own standards, seize the largest market share, and lay the groundwork for controlling the industrial chain.But according to the Chinese Feng Shui theory: the front door and the back door are open to each other, Feng Shui hedges, if wealth cannot be retained, it will go forward and exit.

Although the Android mobile phone operating system has become the mainstream of smartphones in the world, and the user utilization rate ranks first, the disadvantage is that it is difficult to make money through Android in the fully open model. They are all free applications, and partners will lose motivation in the long run .Secondly, the openness of the source code allows anyone to modify the operating system at will on top of the underlying Android standard. As a result, there are currently thousands of variants of the Android system running on various mobile phones. Application developers have brought an extremely complex and expensive burden of adaptation costs, which is unbearable.The interactive communication between the majority of mobile phone users is also inconvenient.At the same time, the opening of the source code provides convenience for illegal hackers, who can easily intercept and steal personal privacy content such as short messages and phone calls of mobile phone users through technical means, which brings hidden dangers to the safety of users.

All of Apple's mobile phones and iPad systems adopt a fully closed mode for users, as if creating a stylish, easy-to-use, and comfortable mobile prison for users. No screws are exposed on the surface, there is no keyboard, and users do not even need batteries. It cannot be replaced, and almost every independent link of the user is locked. The iOS operating system also refuses to be open, but the unparalleled high-quality user experience and cool branding have attracted nearly 4 million users around the world to "turn themselves into the net" and become prisoners of fans, which has established a solid foundation for the opening of the kitchen of the App Store platform behind Apple. Base.The larger and more secure the users locked in at the front end, the more attractive the open cooperation platform behind will be to partners: because it can make money and charge users.The more partners who participate in cooking in the open kitchen and the richer the content of the application, the more attractive it will be to Apple mobile phone users.This virtuous circle of industrial ecology is the secret of Apple's successful business model.

Similarly, Internet companies often promote their biggest professional advantage services in a "free" way to quickly defeat competitors, gather hundreds of millions of users, and form a transformation from the operation of a product to the creation of a cross-border comprehensive platform. Charge from other value-added fields, from partners, from the mining and operation of user big data, and from accurate advertising and e-commerce.This is precisely the "dead angle" of the self-limitation of traditional business model thinking.If traditional telecommunications companies are allowed to operate "Google" and "Baidu", the business model will definitely be "you must pay a dime for a search"; on the contrary, if China Mobile dares to link all communication fees with "12580" shopping, implement corresponding free Strategies: 12580% of the consumption amount will be given away for data and phone charges when shopping with 5. With the purchasing power of 7.2 million mobile phone users, it is possible to become a mobile phone shopping mall with new Internet thinking.This is the best way to transform from telecommunications, and it is also the essence of learning the success of Internet platform companies.

"Security" and "simpleness" will also become a pair of prominent contradictions in the mobile phone era in the future.It can be predicted that in the next ten years, the most complaints from users will be security issues such as leakage of personal privacy, intrusion of rogue software, theft of account funds, and inexplicable crashes caused by the use of mobile phones.But too much emphasis on safety and the realization of "closed" operation will bring huge and high costs of mutual integration to the industrial chain.The most secure mobile phone in the world may be "Blackberry" (Blackberry). Its "fully enclosed" has made US President Barack Obama a fan and user.However, the complexity of its operation and its promotion method eventually led to its own "bankruptcy".

data
Application Convenience and Privacy Disclosure

DCCI刚刚发布了《2013移动隐私安全评测报告》，报告对国内各类Android市场下载量前1400位的App Store进行了一个评测，结果显示66.9%的智能手机移动应用在抓取用户隐私数据，其中53.1%的移动应用具备读取位置信息这一项权限，在获取手机用户隐私信息的主要目标中排名第一，其次是访问联系人（21.2%）、读取通话记录（18.1%）、拨打电话（14.7%）、发送短信（14.7%）、读取短信记录（11.9%）、获取本机号码（8.1%）、收集用户使用行为（4.2%）等。[5]
Case
The Fall of BlackBerry's Close

黑莓发布的截至2013年6月1日最新财季的报告显示，黑莓营收为31亿美元，净亏损达到8400万美元。智能手机出货量为680万部，其中搭载最新BB10操作系统的手机仅占四成，为270万部。

In the "9" incident, almost all communication equipment in the United States was paralyzed, but the mobile phone of the US Vice President Dick Cheney has the function of BlackBerry, successfully connected wirelessly, and can receive real-time information about the disaster site anytime and anywhere.After that, there was a wave of Blackberry craze in the United States.When the U.S. Congress was adjourned due to the "11" incident, each congressman was allocated a "Blackberry" for them to use it to deal with state affairs.

In the early days of the development of the smartphone market, RIM (Blackberry) was once very "hard".Especially its most revered encryption technology.Unlike other mobile phone manufacturers, the information sent by the BlackBerry device is encrypted with NATO-level security when it leaves the mobile phone. The transmission passes through the network built by the manufacturer RIM, and then the data arrives at the local wireless base station.Even if a piece of data is intercepted during transmission, it cannot be decrypted.When a BlackBerry is lost, RIM can remotely erase the information and revoke the phone.And BlackBerry's services for users of organizations such as government enterprises provide excellent internal closure.

BlackBerry co-CEO Mike Lazaridis (Mike Lazaridis) has repeatedly made such remarks: "BlackBerry smartphones will never add MP3 and camera functions, because the company's main customers are the US government and enterprises. [6]
Shares of the Canadian BlackBerry maker hit an all-time high of $2007 in August 8.

In early 2009, BlackBerry shares fell below the $50 mark, less than a quarter of their all-time high. The iPhone has become a trend, with rich applications and functions, and convenient touch screen functions.And BlackBerry still clings to the classic keyboard, security, and business.

However, at the end of 2012, BlackBerry's important customer, the US National Security Transportation Commission, stated that it would abandon BlackBerry due to mobile phone performance issues and instead equip its officials with iPhone 5. Even Obama, a loyal BlackBerry fan, said in public that BlackBerry Cell phones are pretty boring.According to Nielsen data, in 2011 iPhone and Android mobile phones accounted for about 2/3 of the US smartphone market, while BlackBerry smartphones accounted for less than 15%. [7]
According to ABI data, in the third quarter of 2013, BlackBerry's global smartphone share fell to 1.5%. In September 2013, BlackBerry announced that it had signed a letter of intent with the Fairfax Financial consortium, preparing to sell the company at a price of US$9 billion, and then announced in November that it would abandon the sale plan.

It is said that every Internet entrepreneurial team will encounter such a situation when looking for venture capital:

After you explain who you serve, what problems you solve, what benefits you bring to users, how you charge to make money, what prospects you have, and other business models, venture capitalists will finally ask a question: "What if Tencent wants to copy this business model?" What do you do with this model?" If you answer: "I don't know what to do!" The investor will say: "We can't invest, sorry!"

No matter how great a company is, if it is self-enclosed because of its success, if it wants to eat everything by itself, wants to do everything by itself, and its innovation ability declines, it will definitely make itself a public enemy, and eventually be abandoned by partners, users, and the government.Only by understanding how to divide money reasonably can we continue to earn more money and be safer.

There are also great dangers in the Apple model.If it squeezes the profits of its manufacturing partners (such as Foxconn) for a long time, squeezes the profits of global operators, so that they do not increase their income, and become migrant workers for Apple's charity sale of mobile phones, they will not get the rewards they deserve, " The Jobs model" could easily collapse in the future.

The key to success is the openness of mind and the transformation of thinking: what should we open and what should we close; what should we free and who should pay happily; How to coordinate with offline... The correct purpose determines the correct strategy. If the purpose is not clear, all approaches are wrong.

The business model innovation with mobile phones as the core will ultimately be reflected in whether you can break through your traditional "limitations": channels do not necessarily make money from channels, logistics companies may also make money from insurance income, and communication companies are most likely to be Make money with e-marketing...

The advantageous development of the mobile informatization business model must be reflected in the great leap of "cross-region, cross-industry, and cross-user scale".If your goal is the whole world instead of a certain city, if you want to break the boundaries of traditional industries and change the rules of the game, if you want to make hundreds of millions of people's money...then you are most suitable to move your business to mobile phones .Only mobile phones can solve: communication and transactions in any time (anytime), anywhere (anywhere), anyone (anybody), anything (anything) on ​​the move, in a scattered state.

Mobile phones make all boundaries disappear!
Mobile phones make the world melt under the control of "information flow"!
There are only three industries left in the mobile phone era
The core primary industry is the industry that creates a new mobile phone ecosystem.The secondary industry is an industry that can complete the entire process of design, production, marketing, service, and consumption directly on mobile phones, without any need for offline support.The tertiary industry is other industries with material flow that can be controlled by mobile phones.

Among them, the core primary industry - the industry that creates a new mobile phone ecosystem, includes the following industries:
(1) Hardware equipment: network equipment (Ericsson, Huawei, ZTE, Nokia, Siemens, Alcatel, etc.), chip manufacturing (Qualcomm, Intel, ARM, Samsung, Zhongliant, etc.), terminal production such as mobile phones, smart devices (Nokia , Motorola, Samsung, Huawei, ZTE, Apple, Lenovo, Microsoft, etc.).

(2) Software providers, operating systems (Apple's iOS, Microsoft Windows, Google's Android, Nokia's Symbian and Linux systems, China Mobile's OMS system, Blackberry system), browsers (Microsoft's IE, Sogou, 360 browsers, etc.), mobile search (UC Browser, Yisou, Baidu, etc.), map applications (Baidu, Google, AutoNavi, Waze, etc.), and architecture protocols (HTML5).

（3）网络传输：首先是运营商管道工，中国联通、中国移动、中国电信、美国电话电报公司（AT＆T）、英国沃达丰（Vodafone）、法国Orange、西班牙电信集团（Telefonica）、英国电信集团公司（BT）、日本NTT DoCoMo、德国T-Mobile、韩国SK电讯全球等。它们为全世界65亿手机用户提供2G网络、3G网络、4G网络甚至5G网络的服务。

(4) System Integrator: It is divided into three levels. The earliest is called IT System Integrator, which is the integration support of information technology.Later, due to the integration of the Internet, broadcasting network, and communication network, the IT system cooperated with network operators to become ICT.In the era of mobile informatization, the services of mobile information and communication system integrators have emerged. I call it IMCT, or Information Mobile Communication Technology.

(5) Large Internet platform company: A platform-based integrated company developed through model innovation through the application of a certain function.Such platform companies mainly gather massive customer groups and massive content and application developers.Including social platform companies, e-commerce platform companies, and portal platform companies, such as Facebook, Tencent, Alibaba, Amazon, Google, and Baidu.

Knowledge point

HTML5 multi-platform hypertext markup language: Developed with HTML5 standard language, cross-platform applications can be realized.For example, develop a template that conforms to the HTML5 version and can be used by all operating systems.This is a reshuffling of the industry. In the past, iOS locked the crowd, so you can only develop the iOS version first, otherwise you will be cut off from hundreds of millions of iOS users, and HTML5 can simultaneously satisfy iOS, Android, Windows, and even Symbian, and can realize mobile phones. Develop the same version as the computer desktop.

(6) Providers of application software, content, and services: such as games, videos, news, music, and other application products.Service providers help users buy air tickets, train tickets, movie tickets, lottery tickets, etc. online.Software, content and service constitute the application puller of the mobile industry chain.

(7) Cloud service provider: First, service rental of basic hardware such as hardware network and storage.The second is the rental of platform service management.The third is the on-demand service of software applications.In the information age, cloud computing services, software and hardware can be rented out for public use.

Architecture diagram of the three-tier rental model of cloud computing:
Three-tier rental model architecture of cloud computing
The bottom layer is IaaS, which provides cloud services for basic hardware such as CPU, network, and storage.At the IaaS level, Amazon's S3 (Simple Storage Service), a well-known cloud computing product, provides users with cloud storage services.

(End of this chapter)