Zheng Jun is sent from American Silicon Valley
Guide language: Software giant Microsoft is in desktop advantage hard shake, but step forward however in floating platform domain dimension difficult, with apple and cereal song ratio of photograph of two big platform is apart from tremendous. To turn round " double male contend for hegemony " war situation, microsoft is depending on solid financial resources and patent actual strength, exsanguinate Android expands oneself power, expectation performs " the the Three Kingdoms is killed " good fun.
Double powerful position is difficult shake
The market studies the data of company ComScore shows, inside a year of time of half, malic IPhone and smartphone of cereal song Android are in the United States the portion of the market already from 44% jump to 75% . And RIM blackberry (small gain) the mobile phone has rate criterion from 37% glide do not come 20% , microsoft (small gain) smartphone portion from 11% glide to 5.7% .
Vicissitude of the market is so acuteness, a year before blackberry still is American market has the smartphone with top rate; Contributor of Techcrunch of guest of rich of American sc memory card digital cameras ience and technology · the Song Dynasty flies to Eric (Eric Schonfeld) says or state with certainty accordingly, apple and cereal song had won smartphone battle.
Occupy the data of Statcounter of market research organization additionally, the whole world is mobile this year in November operating system market, IOS and Android were held respectively 23% with the market share of 22% , and of Microsoft Windows Phone have rate is only 0.46% .
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Clearly, gu Ge and apple had been in smartphone domain establish unquestionable lead dominant position. Have abundant economic actual strength, abundant talent to lay in considering these two companies, persistent innovation ability, short-term inside their market position happens very hard shake.
Microsoft is unique challenge
As the ceaseless maturity of the soft hardware of mobile Internet, of infrastructure increasingly perfect, prospective smartphone will make the main online medium of communication of the user, the competition of mobile domain is the competition about future actually. This is the battle that a Microsoft loses not to rise.
If the network exit of the user turns to a smartphone from jotter gradually, the speech that will restrict Microsoft in the position with mobile frail domain so counterpoises, affect the development of Microsoft future directly. This also is the mainest reason that Microsoft is determined to develop a smartphone energetically.
The competition of the smartphone already was the competition of software platform actually, it is the competition of the whole ecosystem that includes business of mobile phone software, hardware, operation, application. Nuojiya (small gain) , such mobile phone manufacturer cannot have propped up RIM a whole zoology system, floating platform is compared those who go all out already is integral actual strength.
HP (small gain) WebOS goes out bureau, nuojiya abandons class of a place of strategic importance, force of blackberry exert oneself is propped up, former competitor is exited in succession, and can challenge fruit of cereal song He Ping exclusively in mobile domain also have software giant Microsoft only. Differ with the Nuojiya before this and RIM, microsoft has solid financial resources and actual strength of technical research and development not only, have powerful patent reserve more.
The die young of Android patent
Gu Ge provides Android operating system freely to hardware partner, open platform attracted many more than 30 hardware manufacturer, android just is able to make the mobile operating system with the oldest whole world very quickly inside 3 years. However, th most popular selling memory card digital cameras e backside of open prosperity is hiding however a lot of trap, patent has become Android almost " Ajilisi's heel " .
In buy Motolora (small gain) before shift, gu Ge owns 700 multinomial patent only, the apple owns nearly 2000 patent, microsoft owns more than 18 thousand patent however. Congenital anaemia lets Gu Ge hardly what go up in patent problem strike back force, and advocate open also bring about Gu Ge to ignore patent application for a long time, probably culture reason brings about Gu Ge to disdain to use sword of this one benefit.
Android operating system always shares 10 million code, w the most popular scooby costume ith all and main software, android can involve the patent of Microsoft and apple inevitably. E.g. , the apple is touched in much dot accuse a respect to own 72 patent, and a lot of bases with be belonged to main are patent, android wants trap of complete escape patent is the job that finishs impossibly almost.
The patent suit that at present Android faces basically comes from apple, Microsoft and inscriptions on bones or tortoise shells of the Shang Dynasty (small gain) . Android used the Java technology of former Sun company among them, and the patent property that Java technology owned after inscriptions on bones or tortoise shells of the Shang Dynasty buys Sun, raised total to Gu Ge the compensation of 6.1 billion dollar, case dossier is as long as even 22 million page.
Exsanguinate Android
It is patent lawsuit likewise, microsoft and apple are in the manner that treats Android is disparate however. Qiao Busi of · of husband of history the base of a fruit of the CEO before the apple (Steve Jobs) ever expressed " even if extinct apple is all cash, also should strangle Android " , because this apple is in,patent lawsuit respect also is blood and iron almost, sole purpose strangles Android product namely with banning carry out.
With the apple " be ruthless " position is different, microsoft is in the manner of patent respect is pliabler however, adopt to hardware partner " hit draw sb over to one's side " tactics, and it is to Android " patent exsanguinate " will develop oneself actual strength.
Microsoft is at present main to HTC(small gain) , SamSung (small gain) , China for (small gain) , the B&N hardware firm that has certain force puts forward patent fee to ask; Occupy Gao Cheng to predict, according to the agreement that reachs at present, cost of accredit of patent of smooth Android of Microsoft next year has 440 million dollar, be in high even at them the income of WP platform.
And if Microsoft is willing, the patent fee that they can raise above of every 20 dollars to manufacturer of all Android hardware almost is used. Say simply, microsoft is in manufacturer of blow Android hardware while, will develop oneself WP platform from Android platform exsanguinate.
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HTC and SamSung are at present mechanism of the biggest two Android intelligence makes trade, but the WP intelligence engine that also produces Microsoft at the same time. Because this Microsoft is mixed to HTC above all SamSung rise in revolt of these two partners, the requirement pays patent accredit fee, supervise and urge platform of WP of development of the other side.
According to patent accredit agreement, HTC every production the patent fee that confidential of an Android intelligence pays 5 dollars to Microsoft. And report according to Korea media, microsoft more the patent fee requirement that offerred every 15 dollars to SamSung, or strengthen WP mobile phone to cooperate to reduce patent fee in order to exchange with SamSung.
Besides brandish " patent big stick-means of intimidation " , microsoft also is offerred to hardware partner " carrot " . This year in October, microsoft to WP platform partner Nuojiya and SamSung offerred total the charge of sale of advertisement of WP mobile phone of 44 million dollar. From the point of the partner, HTC and SamSung cooperate with Microsoft cereal song at the same time, and Nuojiya is cast completely already to WP platform, do not be defeated by Gu Ge completely in hardware respect Microsoft.
To manufacturer of a lot of little hardware, high patent accredit cost is disaster almost; Open with free it is the mainest reason that these companies produce Android equipment. If Microsoft is applied with patent,approach these little hardware firms, again financial capacity supports method draw sb over to one's side they, a group of people of same interest of Android of OK and effective become divided, expand oneself force.
Windows advantage
Regard the whole world as the biggest software company, microsoft is had in desktop system cannot oscillatory market dominant position, have user of personal computer of 1 billion Windows about at present. The market studies the data of company Chitika shows, microsoft holds the market share of 78% in desktop system at present, and the Mac that discharges place banquet is had rate it is only 9.6% .
In view of major smartphone user also be Microsoft Windows user at the same time, if Microsoft can provide convenient and consistent user experience in desktop and smartphone, serve plus the advantage cloud of Microsoft, song of so opposite Yu Gu and apple, the smartphone will have Microsoft WP huge congenital advantage.
Actually, microsoft is very clear also oneself advantage place. Windows 8 of next generation operating system support a smartphone not only, still used the Metro UI interface on the smartphone, one key can be between Metro interface and desktop switch. Personal comp most popular selling scooby costume uter user is using WP it is OK to need to lear memory laptop toshiba n scarcely when the smartphone begin is used.
In addition, windows 8 is OK also more join conveniently the smartphone of the user and personal computer, the system of high in the clouds that adopts Microsoft transfers the data such as synchronous photograph, game, office. To user of Windows personal computer, they may discover WP mobile phone is in this respect more be good at.
Emersion Xbox strategy
Contrast is the closest money season (7-9 month) battalion closes, battalion of season of the first money receives Microsoft seventeen billion three hundred and seventy-two million dollar, net profit 5.74 billion dollar; Battalion of season of the 4th money t mobile prepaid cards accepts the apple 28.27 billion dollar, net profit 4.31 billion dollar; Battalion of season of the 3rd money receives Gu Ge 9.72 billion dollar, net profit 2.73 billion dollar.
Regard software as giant, it is OK that Microsoft has sufficient financial capacity development smartphone, should wait for crucial to future business surely. Although WP business is in inferior position the best selling memory card digital cameras at present, but Microsoft has sufficient financial resources to throw research and development and promotion on one hand, can attac most popular selling brooch pins k Android platform on the other hand through patent, manufacturer of hook in hardware.
The Xbox 360 that reviews Microsoft develops course, roll out from 2001 begin with respect to deficit of in successive years, but Microsoft continues readily to throw, not hesitate the deficit that pays more than 4 billion dollar, carried off in the competition of Ren Tiantang and all alone Buddhist nun oneself position.
Peripheral of Kinect body sense makes Xbox 360 complete turn over, the data of NPD shows, xbox is as high as 44% in the portion of American market not only at present, and 10 the most popular game have 6 to come from Microsoft platform. Want Microsoft to throw smartphone of research and development continuously only, once greet the technical breakthrough of similar Kinect, so WP mobile phone realizes market share leap very likely also.
Prospective the Three Kingdoms is killed
To Microsoft, the smartphone is a battle that cannot lose. Form an alliance Nuojiya makes Microsoft does not manage inferior position in hardware respect, patent weapon let Microsoft palm accuse the gate of vitality of Android, and deepness conformity personal computer is the Microsoft photograph advantage place to the apple, and the chance that Windows 8 will give Microsoft WP to bring hair force.
Although market share is very at present small, but Microsoft and Nuojiya have enough actual strength and patience to had held out initial difficult period. What wait for platform as class of blackberry, a place of strategic importance is progressively weak go, only this plants Gu Ge, apple, Microsoft the player ability of level continues in floating platform argue.
Smartphone platform of future, microsoft can become three-ply force extremely likely, cereal song apple " double male contend for hegemony " the situation is turned round it is " the the Three Kingdoms is killed " . And opposite Yu Ping matures if really but the platform that close and Gu Ge are open but insecure system, platform of Microsoft controllable shift can have original development latent capacity.
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