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

Introduction to Chapter 4: History on the Move
The "Romance of the Three Kingdoms", one of China's four great classics, said: "For major events in the world, if it is divided for a long time, it must be united, and if it is united for a long time, it will be divided." People have also discovered that the most stable model is to divide the world into three parts.Coincidentally, such things are also happening in the era of mobile Internet. From a global perspective, the situation is already very clear, and the world is divided into three parts.

On April 2013, 4, I suddenly received a text message from Sun Bo, the senior project manager of Alipay and the person in charge of the mobile project: "Ma Yun wants to meet Xi Guohua, can the professor help?" Xi Guohua is an operator with one billion users in the world ——Chairman of China Mobile.I said, "There is a solution, what is the key topic, and what should I do?" Then I received the following text message: "First, Alipay account opening and mobile phone numbers are connected with each other. Second, Ali's credit payment improves mobile communication. Third, what information services can China Mobile provide to Ali’s 25 million small and medium-sized merchants. Fourth, add users to the Ali brand, help China Mobile, and sell terminal mobile phones.” I tried my best to promote the meeting between Ma Yun and Xi Guohua , if Alibaba can finally reach a cooperation with China Mobile, it may be China's largest powerful alliance, and the history of China's mobile Internet will be refreshed.

When I was invited to serve as a marketing consultant for Guangdong Unicom, my core idea was to suggest that Guangdong Unicom strengthen application cooperation with Internet companies, and bundle various popular mobile phone applications or content with traffic in order to enhance the value perception of mobile phone users.Instead of being marginalized passively, it is better to actively take advantage of the technological advantages of the 3G era and take the lead in becoming a changer in the field of wireless "pipes".Mobile Internet access is only a means, and the content needs that users must satisfy when accessing the Internet are fundamental.

This suggestion coincided with the strategic layout of Mr. Qiao Jianbao, the general manager of Guangdong Unicom at the time.His famous saying is: "In the general trend of triple play integration, Guangdong Unicom is preparing to have more children of mixed blood." The pressure is also very high, because China Mobile has been greatly impacted by Tencent's WeChat business on SMS, MMS, voice and other services. At that time, China Mobile hoped to join forces with China Telecom and China Unicom to boycott Tencent's "OTT" business.The attitude of the Ministry of Industry and Information Technology is also unclear. The cooperation negotiations between Guangdong Unicom and WeChat were once stopped by China Unicom headquarters. It seems that whoever cooperates with Tencent is the "traitor" of the operator.My suggestion is: traffic management must open up the integration of the upstream and downstream of the industrial chain. Even if it is a bit porter, Guangdong Unicom should become the largest and most efficient channel for transporting traffic. Only through cooperation and innovation can we find greater business opportunities.If China Unicom adopts the same strategy as China Mobile, it will always be just a follower of China Mobile, and it is impossible to find its own advantageous position.

On August 2013, 8, the "WeChat Wo Card" jointly launched by Guangdong Unicom and Tencent was officially launched for sale. In just one month, this "water test" cooperation limited to the Guangdong area has developed more than one million new users, and all of them are The marketing done online has "outstanding functions, preferential prices, precise targets, and controllable costs."I hope that China Unicom Guangdong can deepen its "platform-level" cooperation with Tencent in the fields of big data operations, games and music. Driven by this cooperation, a new business model and a new industry alliance may be formed—— "Teng Unicom".

The new news is that China Telecom and NetEase, founded by its former employee Ding Lei, launched the "Yixin" application that competes with "WeChat", and all operations are handled by the NetEase team.Although it was launched relatively late, the idea seems to be more self-aware than the "Fetion" model of China Mobile, which is all done by itself.

A few years ago, when I was still a consultant of China Mobile, I persuaded the customer department of China Mobile Group several times to let them go to Alibaba to cooperate. I also suggested to Liaoning Mobile LBS location base to cooperate with Baidu to develop a mobile search service platform , this kind of cooperation is the strategic point to seize the first entrance of the mobile Internet, but they all failed.Now Robin Li has launched a Baidu map mobile client and installed it on his mobile phone, but China Mobile can only charge a little traffic fee.I have also repeatedly suggested that China Mobile cooperate with UC Browser and 360 Antivirus, but it has not been successful.

The biggest feature of competition at this time is the establishment of a "competition and cooperation" relationship. The ultimate winners are often not superficially strong, but those who are good at collaborating. The best partner is actually your biggest competitor. You can see this clearly. Only then can we truly understand what is the balance of a benign ecological industry chain.Cooperation is the foundation, and there is also competition in cooperation. Who has the final say and what to say.In the future, every enterprise will face two competitors: one is a competitor in the same industry, and the other is to compete with the boss in the industry alliance partners.China Mobile's opponents include China Unicom and China Telecom, but China Mobile also has another opponent, which must be Tencent.Conversely, China Mobile's biggest transformation partner should also be Tencent.Because Tencent has brought nearly 50% of the traffic to the mobile Internet, it is the largest traffic consignor and the largest party A that the porters of "bit sacks" want to fight for.This new type of cooperative and competitive relationship is called a competitive relationship. The key is to control users, and whoever users can't do without is the boss.I have stronger control over users than you, and you are my follower.So why does Intel put its logo on the computer, why does it advertise to the world?No one buys chips, users buy computers, but why does it jump from the background to the foreground?It is to control consumers and realize the control of industrial alliances, which is the key.

This is what's happening now, and it's what's going to affect the future.In the era of mobile phones, there will be three greatest companies in the world. Google and Apple are already obvious. The remaining one is Microsoft, Amazon, or Facebook?Google and Apple are two super companies on an equal footing, and the latter three belong to the second echelon, and are fighting for the final spot to become the third, to compete with Apple iOS and Google Android.So Amazon also launched its own smart terminal Kindle.The latest news, on September 2013, 9, Microsoft announced the acquisition of Nokia's equipment and services division for US$3 billion, which is mainly responsible for the mobile phone business.The transaction is expected to close in the first quarter of 71.7.If Microsoft doesn't buy Nokia again, it's dead.Why?Because Microsoft only has software but not hardware. Google's Android is software, but it bought Motorola phones for $2014 billion.Apple is simply a combination of mobile phone and software, which is originally its own.This is a third of the world.

Looking at China again, a series of acquisitions, Ma Yun directly invited to acquire Sina Weibo, but was rejected by Sina, so he could only take a preliminary stake: he bought preferred shares and common shares issued by Sina Weibo for US$5.86 million, accounting for about 18% of Weibo. 30% of total shares fully diluted.According to the agreement, Sina also granted Alibaba an option to allow Alibaba to increase its fully diluted shareholding ratio in Weibo to 360% in the future according to the pre-agreed pricing method.And Tencent, Baidu and [-] have launched a battle to acquire Sogou... A series of acquisitions and acquisitions are taking place. From network channels to Internet platforms, China will have three giants in the future.Tencent, Alibaba, and Baidu, followed by the three major operators also have to choose their own Internet competition and cooperation strategies. Failure to combine will inevitably lead to failure, and how to combine is the key to success.Will the industrial chain become clearer?
Finally, I saw that there are only three tables left for the mobile operating system, iOS, Android, and Windows.The world is integrating, and there will be three tables competing in the future, and China only has three major departments.Among the operators, the most ambitious one is Wang Xiaochu, chairman of China Telecom Group Corporation. He hopes to become the king of the application platform, so he launched the "experiment" of the e-surfing video platform, sacrificing traffic for users, and using users for content copyright, aiming to become the Internet The platform king in the video field.A magnificent three-point world battle is kicking off.

China is moving into the future, and the mobile world needs China.Only the innovation of the model will become the leader of the mobile Internet. Just like many Arab countries in the Middle East have "oil" and become rich, can operators with "big traffic" and "big data" become big winners in "big data" operations?

Indeed, things are unpredictable.Just when the book was finalized, China Telecom and Alibaba suddenly announced the signing of a strategic cooperation agreement:
The two parties will provide multi-level cooperation solutions in the areas of information services such as basic communication services, mobile Internet, cloud computing and data centers.The two parties will share and exchange promotion resources through cooperation, build an industrial chain and ecosystem of supply, and jointly promote information consumption.

Although the future is far away, whose vision is farther?
(End of this chapter)