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

Chapter 22 You Are the Next Bill Gates (4)
To sum up, to become the leader of the industry, no matter which link you are in, no matter what means you use, you must OTT to directly control the final consumers.Whether it’s channels, content, applications, software, chips, brand image OEM, or capital control, as long as you surpass everyone in the industry chain to control consumers, you will be the new boss.

Back then, people believed that channels were king because in the traditional business model, no matter which industry they were in, channels were the link closest to consumers in the industry chain, and it was the link to score goals in football, just like the link in the retail industry. Wal-Mart, because it is close to the water and gets the moon first, controls the users to make itself the king of the industry.Later, Microsoft also understood that it wanted OTT to reach users, so it formed the Wintel alliance with Intel, and learned from Intel's method to paste Microsoft's trademark on all computers, from the background of the computer to the foreground.

The same is true for the automobile industry. There are two companies that sell tires. They used to be small followers, and finally squeezed into the important high-level alliances of the automobile industry, and have their own voice in the automobile industry.Tire manufacturers are far away from consumers in the automotive industry. Consumers are facing car brands such as Toyota, Mercedes-Benz, BMW, and Volkswagen.But these two companies, like Intel, spend a lot of money on brand promotion, and OTT surpasses car brand companies to control consumers.These two companies are Goodyear and Michelin tires.They face the target consumer group, instilling how their tires are safe and fuel-efficient, they also provide VIP travel services, open restaurants...to push themselves in front of consumers, and finally they get more profits than other tires in the industry.

In short, no matter what you do in the mobile information industry chain, if you want to get more benefits, you must do everything possible to control the 72 billion people in the world, otherwise you will be a follower.The worst of these is the hundreds of thousands of workers at Foxconn. In the Apple model, it only accounts for a little over 1% of the profits of Apple's smartphone industry chain.Foxconn has no core technology and is reluctant to promote its influence, so it has to be reduced to the bottom of the industry chain.Apple, on the other hand, took 49% of the net profit of the industry chain, which is even more powerful than Wintel. Apple does not use the Windows operating system, but uses its own iOS system. The brand hardware is developed by itself, and finally the chip becomes its own.

However, Apple does not make applications, but opens the App Store platform to application content partners.Because the more perfect Apple's open platform is, the more applications the partners will make, the greater the value of the use of Apple mobile phones felt by front-end consumers, and the stronger the dependence of consumers.Conversely, the greater the control over the front-end users and the larger the user scale, the more attractive the background App Store will be to application partners.Because you can make money by following Apple: the apps made by developers are sold in the App Store, and the sharing model is adopted. The developer gets the big head, and Apple gets the small head.This forms a virtuous cycle of interaction between the foreground and the backstage, using the influence of large-scale consumers to attract developer partners, and using the rich application content developed by developer partners to target and control Apple's consumers.

In the face of Apple's business model, the former giants Nokia, Microsoft, and China Mobile have completely lost their control and influence on consumers.Apple's business model is: when selling chopsticks, it must be bound with a full banquet; when selling shovels, it must be bound with a treasure map.

Ask yourself at this time, are you going it alone, or joining?Are you a follower, or a leader?Do you have control and influence over the final consumer?The answers to these three questions determine your social status, industrial status and profit income.

Controlling the flow of information can choke the throat of the times
Industry competition in the experience economy without logistics will be the industry most impacted by mobile phones
I once made a metaphor in a lecture. If you launch a mobile phone mahjong business with a monthly wallet of 10 yuan, it will definitely be a success in Sichuan.First, the mahjong business does not require delivery; second, in Sichuan, there are many people who like mahjong, and there is no need for operators to cultivate the market; third, it is very simple to move mahjong to mobile phones; fourth, in the Playing mahjong on the mobile phone is more convenient, low-cost, and safe. There is no cash transaction for a small gamble, and the money is automatically transferred through the mobile phone.Such a business will definitely have a devastating blow to teahouses and mahjong parlors.

What are these industries?Entertainment, games, design, advertising, music, film, television, publishing, news media, banking, securities, lottery, insurance, education, etc., anything that does not require logistics must be in the mobile Internet era, where the pressure is the greatest and the changes are the most significant , If such an industry does not quickly transform, and does not quickly bundle its past service methods and service content with smartphones, it will soon be subverted.

Mobile informatization of industries that rely on informatization but need the support of cargo logistics

This type of industry is the concept of Chongqing hot pot. If Chongqing Mobile follows the concept of moving the most popular local consumer market to mobile phones, it should launch a business-mobile hot pot. People in Chongqing like hot pot. The popularity rate is high and the market The popularity is high and the industry is mature, but there is a big gap between this business and mobile mahjong. Hot pot must have logistics, and it is not a virtual information-based experience economy and service.Such an industry is slightly less impacted by mobile phones, or the pressure and impact it receives are relatively slow.Such industries include: retail, manufacturing, transportation, real estate, etc.Among them, the information-based retail industry will become the leader in the transformation of the real economy: without sales, there will be no manufacturing industry, and without manufacturing industry, there will be no logistics.Without buying and selling, there is no financial payment.Therefore, in industries that require logistics, the most important breakthrough point is the retail industry.The mobile informatization of the retail industry determines the rise and fall, success or failure of the informatization of the real economy.

How does the real economy that needs logistics realize business innovation in the era of mobile Internet
First, control customer demand information, control logistics information, and control these two types of supply and demand adaptation information are the most important in all modes.By controlling this information, you can control big data on the consumption needs of customers who experience, purchase, and use your products.Whoever controls these is the king of the industrial chain.

Second, how to use informatization to reduce costs in the product from market research, product design to production process, pre-sale, in-sale, and after-sale service process.

Third, how to add informatization functions and services to traditional products, so that products become intelligent and informatized material products.For example, smart refrigerators that can provide Internet of Things services, smart cars that can drive unmanned, smart shopping malls and residences, etc.

No matter which industry, under the impact of mobile informatization, change depends on three principles

First, take information flow as the core, or take the flow of goods as the core.Information flow must be used to control the flow of goods, capital and customers.

Second, let the offline serve the online, or let the online serve the offline.Letting the online lead the offline, and letting the offline obey the online is a truly revolutionary change.

Third, use information technology to improve the traditional organizational structure and organizational process, or take the need for information flow as the core to subvert the traditional management model.

Two Models Produced by Industrial Informatization Transformation
The first is to use informatization to maintain the traditional offline model. It does not focus on information flow, nor does it allow offline resources to serve online. It mainly relies on the flow of tangible material resources as the core to design its own Organizational structures, organizational models, and organizational management processes.This is called tradition-based, informatization for use, referred to as "traditional informatization".

The second is a complete informatization transformation, which requires traditional industries, traditional enterprises, and traditional business models to focus on online information flow.Let all the tangible resources offline provide services for the online information flow.This defines a new industrial revolution.This is called informatization-based, using informatization to reconstruct organizational forms, positions, management processes, and profit methods. The premise is to first realize the transformation of traditional people's informatization thinking, concepts, and knowledge structures. There will be an informational model.

Seven steps of mobile phone nuggets

A business model for a message
After the Korean War ended, the US RAND Consulting Corporation announced to the world a prediction and judgment made for the US government a few years ago. There was only one sentence:

"Once a war breaks out in North Korea, China will definitely join the war!"

Because the Pentagon Department of Defense refused to pay the $200 million for information consulting services, and because they did not believe that China would join the war, the United States suffered more than 72 casualties in the Korean War at a cost of $830 billion.If the United States knew in advance that China would enter the war, perhaps its losses would not be so heavy.

What does the value of a piece of information depend on?
At the right time, at the right place, and in the right way, pass on the correct information that the other party wants to know, and you can charge the correct service fee according to the value that this information brings to the other party.

In the era of mobile Internet, the most typical information-based business model must focus on seven key steps:
The first step is how to accurately identify the real needs and consumption habits of service objects (not limited to human beings) through intelligent big data analysis. We can call this DNA identification of personalized preferences.

The second step is to help clients figure out how to find exactly what they want among the massive information content, applications and products.For example, among thousands of songs, you can provide me with music that suits my taste every day, saving me time and energy.

The third step is whether you can help the service object "stop" the harassment of unwanted spam information, and protect the privacy and security of its information from being stolen and abused.For example, to prevent "saliva songs" from interfering with my audiovisual.

In the fourth step, you can fully satisfy the service objects in different scenarios, different times, different moods and with different partners in different scenarios, different times, different moods, and personalized services that follow you, do whatever you want, and cross-terminal hardware.

(End of this chapter)