MediaTek's cottage Apple APP store enters domestic mobile phones early next year Just as the Apple iPhone entered China, a movement to clone the iPhone business model was quietly spreading in the domestic mobile phone camp. "Currently, there are only about 1 million users of Cool Music Players, but by the end of next year, the number of users will reach 20 million." Zhang Yu, general manager of Kerui Da Company (formerly: Beijing Cool Music Times), expressed with confidence, and His enthusiasm comes from MTK (MediaTek, 02454.TW) 's huge mobile phone customer base on the mainland, and the annual shipment of up to 300 million mobile phone chips. All of this is the layout of MTK on the mobile Internet. In May, MTK acquired VRE middleware platform (mobile application download platform) supplier Vulcan Technology for 2.5 million US dollars. In July, it officially invested in iPeer with the copyright of 500,000 songs. Ipeer is the parent company of Kerida. Also based on the recognition of MTK's future layout, MTK's stock price jumped to become the king of Taiwan stocks in early August, and it continued to climb to NT $ 545 yesterday, which is more than the second-largest Da Liguang (3008.TW) share price. It is higher than NT $ 129.5. "Mobile phone hardware, software platforms and online application platforms constitute MTK's new value chain. In the future, MediaTek and mobile phone manufacturers can not only make money by selling hardware products, but also make money from mobile phone users." Liu Wenquan, general manager of Lepai Communications It is pointed out that the share of MTK chips in domestic mobile phones is close to 90%. With the upgrade of the MTK chip platform, domestic mobile phone manufacturers will also gradually complete the transformation of mobile Internet. Copy iPhone business model "Our main purpose is still to make mobile phone products sell better, and have a differentiated function with other mobile phone chip manufacturers." MTK China Company officials told CBN reporter yesterday that the merger and acquisition of Woqin Technology and iPeer are all for mobile phone products Mobile Internet applications are more powerful. However, the person also said that the Apple iPhone's APP Store business model is indeed a development trend of future mobile phones. Based on customer needs, MTK must also be deployed in the mobile Internet. "The mobile phone prototype with the MTK chip solution built in the VRE platform has come out in mid-August." Luo Tianbo, deputy general manager of Woqin Technology, revealed to CBN reporter yesterday that the company has signed contracts with more than 100 domestic mobile phone manufacturers, while third-party software suppliers There are also 100, and there are currently 200 applications in the VRE platform. It is estimated that by the end of next year, the applications will be close to 1,000. Luo Tianbo said that it is because of the 90% share of MTK chips that the enthusiasm of third-party software vendors is very high, including mobile Internet companies such as Tencent, China Entertainment Wireless, Pocket Pearl, and Control. The business model is: software providers supply applications, and mobile phone manufacturers help to pre-install the VRE platform, and the money earned from mobile phone users is divided by Woqin, mobile phone manufacturers and software vendors. "In addition to telecom operators' charging channels, you can also pay through network recharge cards and point cards, but the current process is a bit complicated." Luo Tianbo estimates that by the first quarter of next year, mobile phones with a built-in VRE platform will be fully listed in China. Perhaps to nurture the mobile Internet application user base, Tianyu, Yulong Coolpad and Konka Communications also learned Nokia, and each launched their own mobile phone application store, and Yulong Coolpad even adopted a free download model. Domestic mobile phone market opportunities All layouts are based on the declining gross profit margin of mobile phones. In mid-October, the mobile phone giant Nokia announced the third quarter 2009 financial report with a loss of 559 million euros. Although the mobile phone business is not the main reason for the loss, it also shows that its mobile phone business can only guarantee its gross profit, and cannot continue to provide blood for other businesses. . "Every user downloads a song, charges about 1 ~ 2 yuan." Zhang Yu said that operators and mobile phone manufacturers will share the benefits. At present, many mobile phone manufacturers such as Tianyu, Gionee, Konka and Lenovo have already cooperated with Kerida. If calculated according to Zhang Yu's estimated 20 million users, even if each user downloads a song, the revenue generated will be between 20 million and 40 million yuan. This model also builds MTK's unique mobile music service and completes the content puzzle on Apple's iPhone operating model. Luo Zhongsheng, general manager of ZTE ’s TD mobile phone business department, told CBN reporters that music download is a very sticky mobile Internet application. From the perspective of European 3G operation experience, music download is one of the most widely used 3G applications. In fact, another reason why domestic mobile phone manufacturers are optimistic about the MTK chip platform upgrade is the time lag between the transfer of 2G users in China to users in the 3G market. Luo Tianbo pointed out that from the current actions of the three major operators, 3G users may focus on smart phones, and MTK solves the contradiction that low-end mobile phone users can also enjoy mobile Internet services. "In the future, the differentiated competition of mobile phones will be more and more reflected in application software." Media spokesman Yu Mingduo once said that the launch of the VRE platform will build a bridge between application software developers and terminal manufacturers.
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"Next year, the mobile phone subsidy policies of the three major domestic telecom operators will be mainly used for 3G terminals." Luo Tianbo pointed out that the strategy of telecom operators will inevitably greatly reduce the customization of 2G mobile terminals, which leaves domestic mobile phones mainly based on cottages. Huge space. Because even by the end of 2010, the total number of 3G users in China may only be around 100 million, while 2G users will still have 500-600 million, and these users will also have mobile Internet application needs.
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