Connaught Marriage: The Last Strike Of The Declining Aristocracy

The combination of NOKIA and Microsoft, many people ridicule their product brand should be called "Nokisoft" or "Microkia". In fact, no matter what it is called, if they can not continuously improve in terminal product design, user experience and integration of industrial chain resources, it is likely to become "No Win".

In the era of rapid development of mobile Internet, NOKIA is facing unprecedented challenges.

After realizing the importance of mobile Internet in the future, NOKIA formally announced a strategic cooperation relationship with Microsoft in February 11, 2011. In the future, Windows Phone will be used as the main operating system of smart phones and will be involved in the development.

Obviously, this is an opportunity for Microsoft to break through the bottleneck.

Earlier PPC2002 to Windows Mobile 6, 6.1 and 6.5 were all criticized by users, all of which were just making some changes to Windows's desktop system and applied to mobile phones.

It was not until 2010 that the WP7 was launched that the industry saw a glimmer of hope.

For Microsoft, the 1 billion throw of NOKIA will have broader market space and an important means to quickly recover market share.

The problem is the declining aristocracy.

In fact, the "marriage" was not optimistic from the beginning. Along with staff street protests, stock price crash and media noise, NOKIA and Microsoft still stride forward vigorously, but compared to apple and Google, they always seem to be out of step with the trend of the times. A mobile phone predator and a PC software giant have been shocked by the subsequent users in the wave of mobile Internet. What are the reasons for this?

The World Conference on mobile communications, held in Barcelona, Spain, in February 2011, has ended. The theme of "a dream come true" has brought all visitors to the summit of mobile communication technology.

Whether the four new Facebook phones will be displayed, or the new applications of the major mobile giants, and even the next generation mobile communication technology TD-LTE, which is dominated by China, all have demonstrated that the world is changing.

The era of mobile Internet is rapidly subverting everyone's life. Knowing and sharing information, dealing with business documents, enjoying video and games at anytime and anywhere is the focus of the industry in the future.

The red Google and apple in the industry today have grasped this trend, and the sword in the hands of them is "Android" and "iPhone/iPad + AppStore".

Microsoft has been calling the wind and rain for many years in the PC field, but in the mobile Internet era, it knows that its strategy is having problems.

It has been three or four months since the launch of WP7, which is known as a replacement, but so far no mature mobile phone has been listed in China. What is more serious is that the major mobile phone brands are still crazy about WP7.

In the US smartphone market, Android's market share continued to rise in the past quarter to 32%, while WP7 not only had a 8% share, but also continued to slide by 2%.

Obviously, Samsung, Motorola and so on have tasted sweetness on the Android platform. Motorola vice president Christie even claimed to be totally focused on Android, and Sony Ericsson also began to lose confidence in WP7.

NOKIA has become the last straw of Microsoft.

In fact, the bottleneck faced by Microsoft and NOKIA is not only the problem of products, but also the fact that they can not get strong support in the industrial chain, and the integration of resources is very passive.

In the industrial chain of mobile Internet, "terminal product - operation system - application software" is the core chain.

At present, developers of application software are very busy on apple and Android platforms, and have no time to take care of Microsoft's WP7, because developers need to spend time studying a WP7 that has no sales volume and is not compatible with previous versions, which is obviously unrealistic.

No wonder Gundotr, vice president of Google engineering, laughed at the "micro Connaught marriage" when he thought that two turkeys could not become eagles. This operation system, which had no function of "shear replication", was obviously not optimistic by the industry.

In addition, the positioning of WP7 is also a stone for itself. Microsoft has very high requirements for the hardware and software configuration of WP7. Almost all processors need 1GHz or more. This causes WP7 to be attacked by Apple iOS in the high-end market.

Innovative cooperation: "mind attack"

In the mobile Internet industry chain, no role can escape from the chain and exist independently. Instead, it needs more extensive cooperation and extension. For example, Google has launched its own brand mobile phone, China Mobile is building its own portal and application store, mobile phone has been implanted into friends, communities, maps and other key applications.

Apple iPhone is not just successful because the product is well done. If there are no more than 300 thousand apps for AppStore, then Apple fans will not be so much and loyal. Conversely, the application of Microsoft Windows Phone is only 8000 poor.

Google's Android is not only for free and open source, but also for today's achievement. What's more, Android is open enough, allowing users to have more freedom to customize personalization systems, and has more excellent terminal products to choose from: HTC, Motorola, DELL and other large touch screen phones are no worse than iPhone.

Google even launched App Inventor, allowing users of DIY without their own experience to develop their own Android programs.

The full open strategy of the industrial chain and a profound understanding of the user experience are the reasons for the absolute lead of Android today.

So, how to deal with the challenges of the mobile Internet market?

Terminal product innovation.

Apple fans will be obsessed with AppStore because of iPhone, but NOKIA users are not necessarily in love with WP7 or Ovi Store due to NOKIA mobile phones. This shows that the design of terminal products is a very important part. Unfortunately, NOKIA's once leading mobile phone giant has been aware of product innovation in recent years, from music, mobile phones, BlackBerry style to high-end business machines and touch screens, etc.

This has led to the decline of NOKIA's share in the smartphone market for 4 consecutive years. Its intelligent products are not competitive enough in the high-end market, and the innovation speed of the low-end products is slow. "Up" can't afford apple, Samsung and HTC. "Inferior" can't compete with many domestic brands and Shanzhai products. Now it can only be supported by the quality of its products.

These factors are not the selling points of today's mobile phones. A group of NOKIA fans once abandoned NOKIA. This shows that NOKIA phones are not only outdated in appearance design, but also unable to meet the needs of the market in product applications. In this regard, the Symbian system obviously dragged NOKIA's hind legs seriously.

User experience.

In fact, the decision of user experience is not the hardware of the product, but the software, that is, whether the operation of the mobile phone is humanized, whether it can be customized, whether there are many surprising application functions, and whether the entertainment business can be two correctly and used very well.

In the 10 most scientific and technological products of the 2010, which were selected by the famous IT magazine "eWeek" in the United States, Symbian mobile phone operating system is the first in the top. It is seen from one aspect that 2010 is a rapidly declining year for NOKIA.

In addition to a lot of layoffs and high-level changes, NOKIA's new machine sales are poor, the Saipan foundation closes, and the flagship listing postpones, which explains the importance of the operating system, which is the reason why Microsoft will join forces with Microsoft later.

The open source characteristics of Android system make any structure and any form of development have room for development. This obviously attracts more developers and mobile phone manufacturers to cooperate with them. On the main screen, Android advocates the idea that "users can do everything they want to do". In terms of text input, Android system allows users to customize the keyboard.

WP7, if you want to win through NOKIA, you must work harder in more details. For example, no need to unlock, you can see sharp text messages, schedules or email reminders, allowing users to personalize settings in a unified style. These nuances are the key to getting people's hearts.

Extensive cooperation in the industrial chain.

For the time being, telecom operators, program developers, terminal manufacturers and users are looking forward to the emergence of more humanized products. This not only refers to the terminal devices themselves, but also includes application software, user support and personalized services with good experience, such as online shopping (including group buying), location-based mobile social Networking (such as hot FourSquare), mobile search, mobile wallet, online games, audio-visual products purchase, mobile marketing, mobile micro-blog.

These applications require enterprises to have the ability to integrate resources in the industrial chain, and create the experience of screaming users through mastery. If developers can not understand iPhone deeply, such classic works as "virtual beer", "mobile piano" and "finger treadmill" will not be so popular.

Just as Lotte market has become the largest Japanese Internet Mall by wireless payment, China Mobile is making efforts to build social networking site 139.com, and instant messaging software Fetion and program store MM, which shows that in the mobile Internet industry chain, "killer application" is a very critical element. As long as we find this fuse, we can say that any enterprise can come back from behind.

The combination of NOKIA and Microsoft, many people ridicule their product brand should be called "Nokisoft" or "Microkia". In fact, no matter what it is called, if they can not continuously improve in terminal product design, user experience and integration of industrial chain resources, it is likely to become "No Win".

The mobile Internet industry is a rapidly changing industry. It is also an industry easy to create miracles. So long as the strategy is right and the users' minds are fully permeable, everything is possible.