The Star Wars 3G debut

China Mobile is the last few years one of the world's most successful enterprises, it has 493 million users, in 2008 it created for its shareholders, more than 400 billion yuan of profits. August 31, it launched the joint terminal manufacturers a OPhone phone, before 17, it launched a "Mobile Market" - it is directed at Apple's past. Back in January, who would think of China's 3G war is this?

The world's largest users of telecom operators believe that the down-take-all principle. Recall the launch of its value in the field of those products - fly Letter mobile QQ, Monternet of the WAP site, 139 of the BlackBerry e-mail push mail service, back to the SP's control, not to mention every time the layout of Phoenix It is necessary to more profitable revenue in their pocket. Greedy is greedy, is China Mobile - the company believes the biggest capitalist country characteristics.

However, Apple obviously it is a business. In the global telecommunications market, Apple's innovative Silicon Valley companies that can no longer produce minimalist design and manufacturer of electronic gadgets, this year, Apple's arrogance for those who are poor carriers for both love and hate. In the greed and these two points on the upper and lower take-all, Apple is more straightforward and be more explicit, "like the iPhone all the>> users are I (Apple) users, not you (operator) of the user. Because, despite users to use the operator's network, but it was all in my online program shop Download, and money paid to Apple. "Apple CEO Steve? Jobs had such provocative, including China Mobile, including the global operations business. In his view, is the pipeline operator. These channels can only be picked up the pace.

But China Mobile on the Apple said "no." A few months ago China Mobile terminated talks with Apple, and instead embarked on his iPhone, similar to the OPhone plan, built almost the same with the Apple App Store's "online program shop" after - China Mobile in China act as the "Apple" role. Of course, where the rules can also copy from Apple. To know that there are nearly 500 million Chinese mobile users, it has qualified to command in addition to those outside of Apple, "500000000" covet the concept of the enterprise.

Used to think that China Unicom (600,050, stock it) can be overturned by iPhone observers, we must rethink what the market was.

It would have been one of China Unicom's not much chance. And has 493 million mobile users in China compared to smaller, only has 140 million users of China Unicom have been looking for opportunities to surprise move - Unicom seized. August 28, through lengthy negotiations, China Unicom announced Apple reached sales of iPhone in China co-operation agreement: September 28, the two sides will work together to 3G version of iPhone mobile phones to China.

At least at this time, after a late start of Unicom, or are considered the best one to get a license.

With other countries in the world, iPhone in China also has a large number of fans, according to unofficial statistics, there are already more than 1 million pirated iPhone, circulation in the mainland market. Now, China Unicom expect this star with the machine to more users from competitor to pull their own networks.

China Unicom to compete for targeting the younger, know better technology, consumer desire for stronger, more brand awareness of users on - this is China Mobile customers crave.

Over the years, China Mobile customers the most valuable group - GSM users, has been described as "most only lower secondary education level of those who have been middle-aged businessmen, they not very mobile phone data applications, but will not day and night phone calls, the monthly phone bill can reach 1000 yuan bills, "but in the coming era of 3G, video calls, Internet services, mobile online games - indulged in young users of these services may bring than the Chinese Move the current high-end customers for more revenue.

This user group is the fundamental turnaround Unicom, the most important, it is fundamental to win the future.

Who would turn a blind eye to the future then? Unicom announced the cooperation with the iPhone 3 days, we saw two of the world's most arrogant company China Mobile and Apple began to face competition. The day before, China Telecom Chairman and CEO Wang Xiaochu announced China Telecom will introduce a 3G version of BlackBerry (BlackBerry) and Palm smart terminal program.

Now, including the Apple iPhone, BlackBerry and Palm, including those in the world's most stylish smartphone market in China are gathered, while China Mobile also want their OPhone phone to competing with them.

For China's telecom operators, the rules of the game changed.

They have the most enthusiastic of the "tariff price war" has been ineffective: the second quarter of 2008, China Mobile, China Telecom and China Unicom's net profit decreased by 19% the previous quarter, 21% and 6%. Previously, the face of telecommunications restructuring and 3G licensing is becoming fierce competition after the three charges, operators have a big price cuts Voice Competition - in the voice business is the main business case, which>> led to lower profitability.

Of the Chinese operators, it, how to form operators dominate the business model's capabilities enhance the quality of earnings, and Apple's dominant chain in the industry position is clearly Zhide reference - has a virtual non-Fei Ren He took Shouji player races effort focus on the size and price from the terminal software and services brought to the track.

Everyone knows that Apple is the "online program shop" (App Store), the inventor, on-line over the past year, it has accommodated more than 100,000 developers to submit the 60,000 variety of software programs, has led to more than 1.5 billion times the software downloads - Mobile advertising company AdMob's research analysis report is expected, App Store will give Apple a month bringing nearly 2 million in revenue, which means that 2.4 billion U.S. dollars a year. It is this cyclone iPhone developers even with the year ". Com" business boom par.

Problem here. Is about future iPhone, App Store, or behind the huge mobile phone application to tomorrow?

China Mobile on August 17 released online program shop "Mobile Market", China Telecom also announced its online software store building has been completed, test version will be online as early as September. However, China Unicom has been iPhone does not seem logical to get App Store, chairman Chang Xiaobing, China Unicom mentioned more is their strategy for online software store, would "establish an open platform, will certainly combine the advantages of WCDMA, on the chain's operating system and all applications to open, not only is the iPhone ".

This becomes a fatal problem - not as if Apple App Store version of iPhone into China Unicom, then Unicom to upgrade with iPhone ARPU value (average revenue per user) and the desire to improve the user structure is being reduced. This is equivalent to it give up a variety of applications has 60,000 online stores. Eyes on China and it will also take 690 million users worldwide wireless market, more than 100,000 developers to get in the door.

For China Unicom, the worst news than Apple claims that China's cooperation agreement with China Unicom is not exclusive agreement - we can not forget that Apple has always been in front of the arrogance of carriers and strong.

At this time, the other arrogant, unwilling to Apple's "pipeline" of China Mobile, in addition there are opportunities with Apple iPhone, its online App Store "Mobile Market" already has 9,000 registered developers, submitted 2000 variety of applications. Compared with the App Store is also negligible, it is sufficient to express it as "control everything" determination. China Mobile self-built online store to Apple's App Store program as a unique target, which even in its "developer community" App Store sales regularly updated monitoring report. More importantly, it is to attack "Apple final say" trend, the voice control in their hands firmly. Since the iPhone to change the rules of the game to voice transfer from carriers to device manufacturers and software developers, China Mobile is the first to the "take-all" to regain control of the operator.

It is hoped that their popularity in the coming era of smart phones, "takes all" Internet software sales, profits and profit data rates double cream - even has the world's independent promotion of Nokia Internet services, but also China Mobile's online software store building Ovi their area, subscribe to China Mobile's control.

China Mobile "control everything" ambition, but also in that it used to grappling with the iPhone's OPhone on. Each is called OPhone smartphone - whether it is Dopod, Samsung, LG or Motorola and Lenovo, have to be customized mobile music players in China, flying letters, 139 E-mail, mobile phone navigation Monternet and Internet data services. They are firmly embedded in the platform of China Mobile's OPhone - this is called "Open Mobile System" platform, not like other software as being removed or shielded. Thus, China Mobile control applications from the underlying operating system to the Internet, to the interests of the entire chain of software stores.

Just half a month's time, from August 17 to 31, had been regarded as a symbol of China's monopoly of the telecommunications industry, dramatically as the world's most competitive market. In the iPhone, BlackBerry, the future OPhone behind these stars end war, but also hidden the arrogance of Apple and China Mobile, the arrogance of the competition between companies, this is the struggle between the telecommunications industry, the right to speak.

Behind OPhone

As the world's first online program leading store operators, China Mobile from Apple - the industry insurgents who learned?

Text | CBN reporter Luo Yi Jin Jing Xu Tao Hang

OPhone, this is a good name, simple and direct enough. In early 2008, when the idea presented Lenovo Mobile, China Mobile and its co-operation will be formally started. In the previous few months, China Mobile has his own ideas clearly tell each other - the operator intends to develop an open mobile operating system, and Lenovo Mobile to do is to end its development of appropriate.

But just in the Aug. 31 debut is not only a Lenovo cell phone. Prior to this, created by the Lenovo Mobile has become the name of more general significance - it is a series of operating systems by China Mobile OMS and depth of customized mobile data services in China, a collection of mobile terminals. Squad including Dopod, Philips, LG and many other brands, and even a mobile phone in the world for the first time Dell products.

China Mobile seems to be ready early in the negotiations with Apple's iPhone to six months when it started its own OPhone plan.

Now, a OPhone from any body can find the shadow of Apple's doctrine: user-friendly design, resistive touch the whole big screen, stands for "Internet Applications" icon aligned - not to mention his name.

Of course, China Mobile, the more worthy of care is that it's clear to play in the OPhone label, it has participated in the design, research and development to test every aspect. "Even the choice of colors in the side keys and other small details have been argued together." Said Chen Wenhui, vice president of Lenovo Mobile, China Mobile Research Institute R & D team composed of a total of around a dozen of this phone out the program.

May, Lenovo O1-like G1, as renamed the meaning it represents a OPhone the world's first mobile phone - began in a friendly test users to test the scale is considered the Chinese market has never been. They must be confirmed by the two sides have high hopes for this product can be stable and efficient operation of the new operating system, and enough to take on mission - together with other OPhone confrontation is bound to put Unicom embrace the iPhone.

OPhone OMS operating system used in the underlying code is based on Google Android open-source system developed by the Research Institute of China Mobile Communications together with the completion of sowing ideas; in interface design and presentation on aspects of China Mobile made a detailed specification, specific to what Which services presented here: for example, flying letters, 139 mailboxes and data services such as music players, its icons are arranged in the phone desktop, the most prominent position.

In these icons, there is a member of the most special, it is called the Mobile Market, which is China Mobile's online application store. Early in June, received a smart phone maker Dopod China Mobile's request, the other to test the Mobile Market Magic Dopod compatible, and to simultaneously solve the interface design and ease of operation and other issues.

The parent company of HTC Dopod (HTC) is the world's first R & D GPhone (Google Android mobile operating system applications) of the company, it has almost become a global spokesman for Android. Dopod China Mobile testing OPhone clearly and Mobile Market Maturity best choice.

In the Aug. 17 Mobile Market on-line conference, the first time, saw this for the Mobile Market and Health Dopod Magic-it offer Mobile Market as the only functional demonstration OPhone models appeared before the rush of other OPhone . Dopod Zhang Guoxiang, director of market products that, Mobile Market is the most important of all OPhone product applications.

This is of course China Mobile purpose. Since the last round of the telecommunications bubble burst since the carrier network equipment providers to replace the mobile industry to grasp the right words. As the world's first online program leading store operators, China Mobile has long had its own plan and prepare.

In May, the application developer's QQ Zhu Lianxing suddenly there was a friend from China Mobile's wireless data technology services company Aspire, his aim is to ask Zhu Lianxing can be on the line for China Mobile's Mobile Market to do some development of application software. It is Zhu Lianxing first deal with China Mobile, even though it may seem arbitrary.

Zhu Lianxing the 139.me is a young software development team, from last year has been to Apple's online App Store iPhone App Store third-party application developers now have 10 applications on the App Store sales. Which is a best selling is called "Colorful Aquarium" (colorful aquarium>> box), online game - but that is one for people with iPhone "feeding" virtual aquarium animals to fill the empty time of the gadgets, but price of 2.99 U.S. dollars for it on the line for two months has accumulated 60 million downloads. According to Apple and developers into an agreement, at least it brought the team to Zhu Lianxing 150 million in revenue.

However, in the Apple App Store more than 60,000 models in application software sales, 10 million registered developers and 1.5 billion cumulative downloads of software before, but a drop in the ocean Zhulian Xing's contribution. That period of time, people immediately think of Apple and China Unicom officially take iPhone to China - and perhaps up to wait a month or two. Zhu Lianxing also did some things, most recently a closed beta of the software is - a discount of information tools for the first time developed a Chinese version.

Should not join the camp of China Mobile's Mobile Market? Zhu Lianxing willing to try. He spent two weeks developing a software based on Windows Mobile operating system - for the driver theory test, practical tool to provide information services. But to his disappointment, No one told him why his program also has yet to be vetted and approved.

As of August 24, Mobile Market formally launched the week, it has more than 9,200 registered developers, including 2100 submitted by creative people who have uploaded a total of more than 6,000 models of different types of online applications. A huge lineup looks seem to form a team of developers, perhaps some of busy, but China Mobile is coming.

Can not be ignored is that this 6000 variety of application resources to be distributed to the different operating systems and many different brands of mobile phones. On the Mobile Market for developers, he decided to develop a program, you must first determine this procedure is applicable to Symbian, Windows Mobile or the OMS platform, and whether it is compatible with Nokia, Samsung or Motorola of different models - Compared to a single platform, iPhone, it will gather strength and scale marked discount.

Currently, there are from Samsung, Motorola, Sony Ericsson, Dopod and Lenovo, the company's 109 terminals shall support the development of Mobile Market, including independent operators have plans in China Nokia Ovi mobile Internet services. James Lin, vice president of Nokia, said China Mobile will customize all Nokia smart phones built-in Mobile Market clients - including the current mainstream of 2G mobile phones and future 3G TD-SCDMA mobile phones.

Do not doubt the ability to win over China Mobile cell phone makers, it also understood to be cast aside to fight the same as Zhu Lianxing developers to their ranks - and to grab all the things done in China Unicom to before. Once the Chinese iPhone App Store users can download from a variety of local applications and procedures, one-sided situation that developers may not be able to control.

Zhu Lianxing now I felt that I should wait and see the market response, and then make a decision. "From a technical level, our existing applications to fit OPhone platform is not difficult, so long as there is a market that will do it." He told the "First Financial Weekly."

From Nanjing, Zhou Wenming appear more confident on China Mobile, he developed a "super ruler" is Mobile Market to sell, he is priced at three yuan for. With Apple, Nokia and Microsoft, as China Mobile and developers into in accordance with the ratio of 3:7. Users download a "super-ruler", mobile access to 0.9 yuan of income - not including the Internet traffic that occurs when downloading fees.

China Mobile seems to be the apple as its biggest "enemy" - whether or star cell phone store development process. But in fact, it is more like to learn from the industry subversive things: like the iPhone did, so that from the operating system to interface, interface to the phone from the appearance, to the perfect combination of online services, this is the real China Mobile want.

"In the past many people complain about poor service with China Mobile, is not the case, but past performance in the interface design and the way so that people can not close the business." Zhang Guoxiang that Dopod Magic improved a lot in this regard.

It is worth mentioning that, "Magic" in the name of the There is another hidden meaning -2009 Dopod HTC released the second part of the beginning of the code GPhone is "HTC Magic". The "Dopod Magic" is that it in the Mainland GPhone, although this is a depth of customization and Chinese mobile models. "Many people guess when we put G1 to China, and now we finally know, and we start it with no intention to come." Zhang Guoxiang said.

It is reported that an operator subsidy Dopod Magic in the premise of price at around 3000 to 4000 yuan or so, currently these products are sent to dealers around the channel way, they will be in China 绉诲姩钀ヤ笟鍘? the National ICT and other direct supply U.S. Suning Di Some agents in a variety of retailers and sales channels.

Lenovo Mobile and LG respects that, with operators on the purchase price, the number of subsidies and procurement aspects of the negotiations is also hardly ever settles, it can not reveal. Chen Wenhui, vice president of Lenovo Mobile introduced Lenovo O1 plans listed in the end of September, the current advertising campaign has been completed, he described the program allows consumers O1 has "sufficient understanding."

Unicom rumored iPhone will be out of every 2,000 yuan of subsidies, according to "First Financial Weekly" understanding, China Mobile could open the same conditions for the use of OPhone prepaid customers and signing customers up to 2000 yuan subsidies - which nearly half the price of most brand OPhone.







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