"We are not simply occupying the market share of mature markets, but changing this market. From the perspective of this point of view, just as Apple does not occupy the mobile phone market," May 9, Shenzhen, ended at the YunOS Partner Conference. After the public speech, Dr. Wang Jian, Chairman of the Technical Committee of Alibaba Group, faced the interviewers, using Apple's case of entering the smart phone industry in the past to compare the changes that YunOS brought to the smart terminal industry.
According to the data released by Zhang Chunhui, president of Ali OS Group at the YunOS conference, there is a 7-fold increase in the number of new activations in 2015 compared with the past, and this growth rate continues to be maintained. In 2016, Q1 accounted for 16% of China. Market share, the new target is to ship more than 100 million mobile phones using the YunOS operating system in 2016.
But Dr. Wang Jian insists that YunOS is only a variable that brings changes to the market. In his view, the value of YunOS may be to drive the industry to a new stage, rather than the Red Sea in mature markets. In this interview, the change, the big company's big brand, hardware platform, and quantitative change into quality, for Dr. Wang Jian to explain the main words that YunOS brought to the industry after joining as an industry variable.
The underlying change logic of variables: variables need to be constantly added variables
Dr. Wang Jian said that in the strict sense, there is no YunOS ecology, only the ecology of smart phones, YunOS is only a part of the smart phone ecosystem. It is the correct recognition of his position in the industry and his own limitations, so Dr. Wang Jian is more willing to regard YunOS as one of the variables.
The 2016 operator variable became the focus of the addition of YunOS. At the YunOS Partner Conference, many people felt that the operator segment began to be valued in 2016. Wang Jian explained this change. “I think today's operators have become very important for innovation.†He emphasized that operators are YunOS is "We have seized the biggest variable this year and can promote the development of this industry. This may make you sound more emphasis on operators today, this is the new variable that we have added this year."
A set of data may explain the change after the variable YunOS is added to the variable operator: YunOS became the first system to support China Mobile's popular VoLTE terminal. In 2016, Q1 China Mobile entered the network model 59, which accounted for the mobile band. 24% of the type, especially the VoLTE public version of the 49 models, YunOS system reached 32, accounting for 65%. Dr. Wang Jian repeatedly emphasized to his audience that operators have re-emerged as “the most important way to innovateâ€, but he emphasized the value of innovation in collaboration with operators, rather than simply relying on thighs and interdependent development. A win-win situation.
In response to competition from OTT, global operators including China Mobile are actively promoting the commercialization of converged communication services. In early 2016, Google cooperated with T-Mobile and other operators to announce RCS supporting GSMA on Android platform. Standards, and the reality is that different operators have their own special customization requirements in the process of actual commercial RCS. Obviously, the support from the operating system level can greatly improve the speed of the operator's business maturity.
In response to the author's question about how YunOS better supports the RCS protocol, Dr. Wang Jian holds an open attitude, "We are very willing to do it if the operator needs it," in his view, as long as it is conducive to improving the communication channel. Innovative cooperation in efficiency is worth supporting.
The chip is another important variable that drives change at the bottom of the ecology. YunOS and Spreadtrum officially launched the cooperation of the baseline version of the chip. Spreadtrum opened up research and development, testing, and mutual definition of chips and definition requirements to YunOS. In Wang Jian’s view, this means that “the time for the mobile phone manufacturer to get the system on the first day to the market will be greatly shortened.†More importantly, “this thing itself is a great symbol, and the ecology has been established†. This means that after the chip makers have completed all the tests, YunOS, like other operating systems, has the "one-stop turnkey project" model familiar to mobile phone manufacturers.
Operators and chips are just two new variables added by YunOS. Programme providers, software developers, and Ali ecosystem have all been added.
The logic of brand change: In the future, only big brands have no big companies.
Dr. Wang Jian has his own unique judgment on the development of the smart phone industry. Many people think that there are only a few big manufacturers left in the market, but he said: "I don't think it will. Large manufacturers will become smaller. This is ours. Judging".
Behind this logic is Wang Jian's perception of the changes in consumer trends and the limitations of large companies in the era of personalized production. In terms of future consumption trends, Dr. Wang Jian believes that mobile phones, as the closest products to users' bodies, are different from refrigerators and other products, because the demand for aesthetic needs and emotions is far beyond the refrigerator, and each person’s aesthetic and emotions are Different heights, "users are not willing to be like others", so the era of large-scale industrial product production cannot adapt to the individualized consumer demand of users.
The limitation of big companies is not a problem of scale, not a problem of supply chain. No one in your company knows this at all. Wang Jian said, "Today, the most beautiful mobile phone for women must be Mr. He Mingshou of Duowei. But even if a company has more money, it can't find such a person. In the view of Dr. Wang Jian, the pattern of the whole industry should be "a dozen or twenty mobile phone manufacturers with more than 20 million shipments in the future, instead of 400 million. Shipments were only completed by four major manufacturers."
Even large companies will become smaller. Dr. Wang Jian uses a slightly rounded sentence to express this view: "From this mobile phone, there will be no big factories, only small factories. However, small factories can have big brands. Lao Luo How big is the company (Luo Yonghao), how big is the brand of Lao Luo, Lao Luo is a good representative. I think the so-called big factory may not exist after that, but the big brand will get up." In the view of Dr. Wang Jian, this is an important turning point that will occur in 2016.
Indeed, the trend of China's consumption upgrading and the rise of the middle class have made the concept of consumption in society have entered the era of post-functional consumption, shifting from the focus on basic functions and material to more chasing spiritual connotation/wenhuan/brand. . The obvious example of the mobile phone industry is that today's cottage machines have almost disappeared, and brand upgrades have become crucial variables that influence consumer decision-making. Small manufacturers are also likely to produce big brands, as long as they understand users in the market segment.
The logic of hardware platformization: the future of manufacturing is equal to the platform of hardware
When answering the author's question about how YunOS grasps the upgrading of the manufacturing industry, "strictly speaking, all terminals coming out of the manufacturing industry are coming out of the Internet," said Dr. Wang Jian. "From this perspective, it is very important to have an operating system." He uses the history of the development of the mobile phone industry to explain why smart operating systems are very important for a car: "When it comes to smart phones, the definition of mobile phones and operating systems can be clearly defined as a huge transformation of the industry." Today, Mobile phones have become a platform for digital services, and no longer a pure hardware product. On this platform, the digital service industry chain coexists from Internet companies/governments to traditional enterprises.
For the car, whether the smart car is irrelevant, the key is that "we clearly define the operating system that YunOS does for the car, and the relationship with the car is well defined, which will greatly promote the industry." The value of the operating system is "to make the hardware a platform." In order to emphasize this point of view, Wang Jian said, "The car is a very important field. In the past, the car did not have an operating system. Today, our YunOS For Car has realized the redefinition of the car." Wang Jian said, "The car The hardware becomes a platform with the help of the operating system, and the car itself becomes a huge platform."
Wang Jian is interested in the quality of the car as a high-quality hardware. With the help of the operating system, it can become a public industrial platform. He said: "We have made great efforts in the automotive field because the car itself can become A huge platform, like a mobile phone. The value of a car is not the influence of becoming a smart car, but the value of the car itself becoming a huge platform for the industry. For example, some new technologies, such as AR/VR, may be in the car. be utilized".
In addition to the car, YunOS also cooperated with Haier and entered the Haier Yun kitchen series products, which made the hardware product of the cabinet electricity form a digital service platform in the kitchen scene with the help of the intelligent operating system, such as the content of tens of thousands of video cooking tutorials. service.
The author believes that as an intelligent operating system provided by Chinese manufacturers, YunOS has significant value and advantages in hardware intelligence. We know that in the transformation of China's manufacturing industry, the transition from pure product manufacturing to product manufacturing and service delivery is the main direction of industrial upgrading.
The state encourages and supports a single product supplier of manufacturing companies to transform to total solution providers and system integrators, such as providing real-time monitoring, remote control, and independent maintenance services, such as new digital services based on industry chain integration, the premise and basis It is the platform and intelligence of the hardware, so Wang Jian said that every hardware terminal needs an intelligent operating system.
In this model, hardware becomes a platform for sensing user needs/aggregating industry resources/innovative user experience. The role of the operating system promotes the separation of software and hardware, and also expands the scale of the industry. This point has been fully explained in the history of mobile phones. The problem, the development of manufacturing will also undergo new structural changes with the intervention of intelligent operating systems.
The logic of future variable changes: cloud and intelligent operating systems drive personalized consumption and flexible supply
In the future, all resources may be virtualized, especially scarce industrial manufacturing resources and energy. The author believes that the future value of Alibaba Cloud and its YunOS to China's smart terminal industry and manufacturing industry should be reflected in the following three aspects:
1) Personalized operation for customers, discovering new business value for mobile phone manufacturers and manufacturers. Some data today can explain the value of the operating system. For example, combined with the 80% traffic support provided by YunOS's big data automation operation, the per capita application download of Duowei mobile phone is the same as the industry TOP level. Meizu Charm Blue Mental supports the smart recommendation algorithm. Next, the video guesses that you like the click rate increased by 70%.
2) Manufacturer-oriented flexible product manufacturing, helping mobile phone manufacturers and manufacturers to cope with the advent of personalized consumption era. Big data consumption trend forecast and each user's precise consumer demand analysis of the premise of wet personalized manufacturing, and through the virtualization of key manufacturing resources such as design software / processing line / supply chain logistics resources, cloudization of manufacturing processes and processes It is the basis for ensuring that personalized manufacturing can come into reality from dreams. In this regard, Alibaba Cloud and YunOS control the cloud at both ends, and its closed-loop value is obvious. According to data revealed by Zhang Chunhui, president of Ali OS Business Group, YunOS's mobile phone development cycle has been shortened by 30%, software repair rate has been reduced by 50%, new products have significantly accelerated the speed of the launch, and the number of operators' product storage has increased five times.
3) Accurate content innovation for developers to help developers innovate more competitive digital content services. With the rapid growth of YunOS's shipments on mobile phones, market terminal ownership will quickly form a threshold that will support developers. "Today we have a serious discussion about the developer content ecology." Dr. Wang Jian interviewed Said in the middle.
In the future, both hardware and software are only carriers. Only service can bring real value. In this regard, YunOS obviously has both a late-comer advantage and a long way to go.
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