In 2010, mobile phones brought a total output value of $55 billion to the semiconductor industry. Among them, the value of semiconductors generated by smartphones surpassed that of feature phones for the first time; by 2015, the total output value of mobile phones for the semiconductor industry is expected to reach 81 billion U.S. dollars. Among them, smart machines play an important role.
OSO business model ready
The revenue from smart phone systems and solutions continues to increase, and revenues from traditional products and services are declining.
In 2011, global handset shipments were approximately 1.65 billion units, of which the smartphone penetration rate reached 36%, or approximately 450 million units, and the year-on-year growth rate of smartphones reached 10%, indicating that it has entered a rapid growth period. By 2015, global handset shipments are expected to reach 1.9 billion units, of which smartphone penetration reaches 48%, reaching 930 million units.
At present, the global mobile phone brand manufacturers are changing. Nokia began to decline, and Samsung, Apple, HTC and RIM became major brands of smart phones. In terms of mobile operating systems, since the beginning of the first quarter of 2010, the Android system has become mainstream, far ahead of other operating systems such as Symbian, iOS, RIM, and WP7.
In the Chinese market, ultra-low-cost mobile phones will continue to grow; the peak period of feature phones will be between 2010 and 2011, and then the market capacity will begin to shrink; while smart phones will continue to grow, and the number of 3G users will continue to increase.
Dai Weimin, chairman and president of VeriSilicon Microelectronics, told China Electronics News that in the contest between international smartphone brands and Chinese smartphone brands, the gap in hardware has begun to shrink, and the gap in business models The smart phone industry chain is facing a transition period. In order to more clearly explain the transformation of the industry chain, Gartner recently proposed the OSO (Original Solution Orchestrator) business model, pointing out the need for highly integrated hardware, software, and services. In the OSO model, the revenue of the system and solutions increases, and the revenue of traditional products and services decreases. At present, companies adopting the OSO model include: Apple, Google and RIM. The potential OSO business model brands include Microsoft+Nokia, Tencent, Alibaba, and Baidu.
During the transition from the industrial chain to the OSO model, software/content/platform vendors have strong advantages, such as Baidu, Tencent, and Shanda.
From the hardware platform, software platform and content three aspects comprehensive comparison of the current market performance of good smart phone brands can be seen: Hardware, Apple has a strong supply chain management capabilities; Samsung's hardware platform also has a unique advantage. In terms of software, Apple adopts the iOS system, while Samsung and HTC use the Android system. The software has little difference, but HTC has 9 years of experience in smart phone R&D and can support a good user experience. Content, Apple's content is rich, diverse, open, oriented and has a mature business model, RIM is focused on business applications.
Dai Weimin said after analyzing the evolution of the iPhone, it can be seen through the iPhone4S that the hardware upgrade rate is not significant. The CPU has evolved from the A4 to the dual-core A5; the camera's pixels have been raised to 8 million pixels; the software upgrade has a major aspect. Breakthrough. For example, iOS5 is more humane; Siri is the first to commercialize voice interaction, and has driven cloud search and processing applications, as well as 3G data services.
Chinese mobile phone industry will shuffle
Smaller IDHs are more difficult to survive. Large ODMs and OEMs have great opportunities.
In 2011, the mainstream features of smart phones were ARM11/Cortex A5, 3.5-inch large screen, VGA (640×480 pixels), 3 million-pixel camera, Bluetooth, WiFi system, and GPS navigation. The mainstream forecast for 2012 is: Cortex A9, 1GHz+ frequency, 4.0-inch screen, WVGA (800 x 480 pixels), 3M+Pixel camear, Bluetooth, WiFi system, GPS navigation.
Smart phones have higher barriers to system design and software design. For companies with weak technical capabilities, it is more difficult. As the industry's threshold increases, the number of companies in the industry will decrease, but the total amount of smart phones will increase. In the Chinese market, high-end mobile phone brands mainly include Apple, Samsung, and HTC; mid-range Alibaba Cloud mobile phones and Xiaomi mobile phones; and thousands of smart phone shipments, but Huawei, ZTE, Nokia and other vendors occupy thousands of smart phones. The main market share of mobile phones.
Dai Weimin believes that the mobile phone industry is facing a shuffle, and the division of labor model in the traditional industrial chain will also be broken. From the point of view of foundries and design companies, ODMs and brand manufacturers have been gradually transformed, and the smaller IDHs are difficult to survive. For large ODMs and OEMs, this is a great opportunity.
At the same time, he also said that local brand companies still have more hope because they have market foundation and experience, such as Lenovo and Huawei. However, it is more difficult for Chinese cottage mobile phones that are good at price wars. The cottage mobile phone can only exist in the market and mature technology stage. For new products, technology is no longer a mature technology with a low entry threshold. The price is no longer the only weight in the market, and the competitiveness of the cottage phone is greatly reduced. China's cottage phone must work hard on quality. Since the stage from scratch has passed, so is feature phones. The possibility of the mountain village going downhill, being reduced to a regular army, or being cleared out, will increase.
Local companies should identify positioning
Local manufacturers must increase the value of software, hardware, and services, shorten the industrial chain cycle, and strengthen supply chain management.
For domestic Chinese companies, Dai Weimin gives the following suggestions on how to enhance the competitiveness of products and how to ensure sustainable development: First, increase the value of software, hardware, and services. Software is an important breakthrough for smart phones to achieve differentiation. Hardware and services need to be in place, so that the value of products can be guaranteed in all directions and the competitiveness of products can be improved. The second is to shorten the industrial chain cycle, strengthen supply chain management, ensure the speed of product listing, and increase product initiative in the market. The third is to strengthen cooperation with operators and service providers. In terms of channels, domestic 3G smart phones are mainly controlled by operators. Mobile phone manufacturers should strengthen cooperation with operators and service providers to enrich the product application experience.
In addition, Dai Weimin also mentioned that the Chinese smart phone market looks large, but it seems to be small for local SMEs. How to better seize the opportunity requires focusing on identifying the positioning and entry point.
The first is in the field of thousand yuan smart phones. Position the smartphone price within a thousand dollars and strengthen the user experience. At present, several domestic brands of smart phones have shown good performance in the market, and the performance of the products is good, and the users have a good response. In China, the consumer group of thousands of smart phones occupies a relatively large proportion.
Second, based on localization. According to the actual situation in China, mobile phones with local features are produced. For example, the mobile phone can be turned into a medical terminal, so that the user can not spend time dedicated to the hospital long queue registration, inspection and consultation. Save a lot of time and effort, but also fast and convenient. For the people, it is more practical.
Again, for specific markets. Different mobile phone products with different functions and focuses can be produced according to different age stages. For example: For smart phones for the elderly, they are more concerned with significant font displays, sounds, and quality, highlighting the ease and convenience of operation. In addition, smart phones for children can also be made, according to their growth and learning capabilities, so that the phone has a corresponding function. These specific smartphones are more marketable in the future.
In the Bibliography, it is said that easy poverty is a change, change is pass, and generality is long. Dai Weimin stated that in the current situation, Chinese IC design companies only have to be external and internal, to change their strains, and to share resources at the same time, and to better cooperate in all aspects of the industry chain, so that they can win in the end. Go farther.
OSO business model ready
The revenue from smart phone systems and solutions continues to increase, and revenues from traditional products and services are declining.
In 2011, global handset shipments were approximately 1.65 billion units, of which the smartphone penetration rate reached 36%, or approximately 450 million units, and the year-on-year growth rate of smartphones reached 10%, indicating that it has entered a rapid growth period. By 2015, global handset shipments are expected to reach 1.9 billion units, of which smartphone penetration reaches 48%, reaching 930 million units.
At present, the global mobile phone brand manufacturers are changing. Nokia began to decline, and Samsung, Apple, HTC and RIM became major brands of smart phones. In terms of mobile operating systems, since the beginning of the first quarter of 2010, the Android system has become mainstream, far ahead of other operating systems such as Symbian, iOS, RIM, and WP7.
In the Chinese market, ultra-low-cost mobile phones will continue to grow; the peak period of feature phones will be between 2010 and 2011, and then the market capacity will begin to shrink; while smart phones will continue to grow, and the number of 3G users will continue to increase.
Dai Weimin, chairman and president of VeriSilicon Microelectronics, told China Electronics News that in the contest between international smartphone brands and Chinese smartphone brands, the gap in hardware has begun to shrink, and the gap in business models The smart phone industry chain is facing a transition period. In order to more clearly explain the transformation of the industry chain, Gartner recently proposed the OSO (Original Solution Orchestrator) business model, pointing out the need for highly integrated hardware, software, and services. In the OSO model, the revenue of the system and solutions increases, and the revenue of traditional products and services decreases. At present, companies adopting the OSO model include: Apple, Google and RIM. The potential OSO business model brands include Microsoft+Nokia, Tencent, Alibaba, and Baidu.
During the transition from the industrial chain to the OSO model, software/content/platform vendors have strong advantages, such as Baidu, Tencent, and Shanda.
From the hardware platform, software platform and content three aspects comprehensive comparison of the current market performance of good smart phone brands can be seen: Hardware, Apple has a strong supply chain management capabilities; Samsung's hardware platform also has a unique advantage. In terms of software, Apple adopts the iOS system, while Samsung and HTC use the Android system. The software has little difference, but HTC has 9 years of experience in smart phone R&D and can support a good user experience. Content, Apple's content is rich, diverse, open, oriented and has a mature business model, RIM is focused on business applications.
Dai Weimin said after analyzing the evolution of the iPhone, it can be seen through the iPhone4S that the hardware upgrade rate is not significant. The CPU has evolved from the A4 to the dual-core A5; the camera's pixels have been raised to 8 million pixels; the software upgrade has a major aspect. Breakthrough. For example, iOS5 is more humane; Siri is the first to commercialize voice interaction, and has driven cloud search and processing applications, as well as 3G data services.
Chinese mobile phone industry will shuffle
Smaller IDHs are more difficult to survive. Large ODMs and OEMs have great opportunities.
In 2011, the mainstream features of smart phones were ARM11/Cortex A5, 3.5-inch large screen, VGA (640×480 pixels), 3 million-pixel camera, Bluetooth, WiFi system, and GPS navigation. The mainstream forecast for 2012 is: Cortex A9, 1GHz+ frequency, 4.0-inch screen, WVGA (800 x 480 pixels), 3M+Pixel camear, Bluetooth, WiFi system, GPS navigation.
Smart phones have higher barriers to system design and software design. For companies with weak technical capabilities, it is more difficult. As the industry's threshold increases, the number of companies in the industry will decrease, but the total amount of smart phones will increase. In the Chinese market, high-end mobile phone brands mainly include Apple, Samsung, and HTC; mid-range Alibaba Cloud mobile phones and Xiaomi mobile phones; and thousands of smart phone shipments, but Huawei, ZTE, Nokia and other vendors occupy thousands of smart phones. The main market share of mobile phones.
Dai Weimin believes that the mobile phone industry is facing a shuffle, and the division of labor model in the traditional industrial chain will also be broken. From the point of view of foundries and design companies, ODMs and brand manufacturers have been gradually transformed, and the smaller IDHs are difficult to survive. For large ODMs and OEMs, this is a great opportunity.
At the same time, he also said that local brand companies still have more hope because they have market foundation and experience, such as Lenovo and Huawei. However, it is more difficult for Chinese cottage mobile phones that are good at price wars. The cottage mobile phone can only exist in the market and mature technology stage. For new products, technology is no longer a mature technology with a low entry threshold. The price is no longer the only weight in the market, and the competitiveness of the cottage phone is greatly reduced. China's cottage phone must work hard on quality. Since the stage from scratch has passed, so is feature phones. The possibility of the mountain village going downhill, being reduced to a regular army, or being cleared out, will increase.
Local companies should identify positioning
Local manufacturers must increase the value of software, hardware, and services, shorten the industrial chain cycle, and strengthen supply chain management.
For domestic Chinese companies, Dai Weimin gives the following suggestions on how to enhance the competitiveness of products and how to ensure sustainable development: First, increase the value of software, hardware, and services. Software is an important breakthrough for smart phones to achieve differentiation. Hardware and services need to be in place, so that the value of products can be guaranteed in all directions and the competitiveness of products can be improved. The second is to shorten the industrial chain cycle, strengthen supply chain management, ensure the speed of product listing, and increase product initiative in the market. The third is to strengthen cooperation with operators and service providers. In terms of channels, domestic 3G smart phones are mainly controlled by operators. Mobile phone manufacturers should strengthen cooperation with operators and service providers to enrich the product application experience.
In addition, Dai Weimin also mentioned that the Chinese smart phone market looks large, but it seems to be small for local SMEs. How to better seize the opportunity requires focusing on identifying the positioning and entry point.
The first is in the field of thousand yuan smart phones. Position the smartphone price within a thousand dollars and strengthen the user experience. At present, several domestic brands of smart phones have shown good performance in the market, and the performance of the products is good, and the users have a good response. In China, the consumer group of thousands of smart phones occupies a relatively large proportion.
Second, based on localization. According to the actual situation in China, mobile phones with local features are produced. For example, the mobile phone can be turned into a medical terminal, so that the user can not spend time dedicated to the hospital long queue registration, inspection and consultation. Save a lot of time and effort, but also fast and convenient. For the people, it is more practical.
Again, for specific markets. Different mobile phone products with different functions and focuses can be produced according to different age stages. For example: For smart phones for the elderly, they are more concerned with significant font displays, sounds, and quality, highlighting the ease and convenience of operation. In addition, smart phones for children can also be made, according to their growth and learning capabilities, so that the phone has a corresponding function. These specific smartphones are more marketable in the future.
In the Bibliography, it is said that easy poverty is a change, change is pass, and generality is long. Dai Weimin stated that in the current situation, Chinese IC design companies only have to be external and internal, to change their strains, and to share resources at the same time, and to better cooperate in all aspects of the industry chain, so that they can win in the end. Go farther.
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