Nowadays, a mobile phone has been basically realized in China. At least for all kinds of consumption scenarios, from travel to eating and drinking, a mobile phone can solve all problems. The emergence of smart phones has completely subverted the traditional way of life and once again accelerated the pace of urban life.
However, we can all sense that this is definitely not the end of the mobile terminal. On the one hand, major mobile terminal enterprises at home and abroad are constantly trying to innovate, improve and upgrade, trying to make the user experience of smart phones more extreme; On the other hand, it is unlikely that we will be able to live a completely and completely intelligent life with all the smartphones on the market today.
The key lies in software technology. There is still a long way to go for mobile terminals to achieve deeper penetration and more intelligent and powerful functions and services, and to support people’s high-quality digital life that integrates various scenes in life. And looking at the domestic and foreign smart phone market, we can feel that the giants are already running towards this goal.
Apple is a pioneer in the field of terminal cloud services abroad
According to recent data from Strategy Analytics, Apple accounts for nearly 70% of the mobile phone industry’s profits, much of which comes from its terminal cloud services. Apple not only has its own iOS mobile operating system, but also has software services familiar to iPhone users, such as iTunes, iMovie, Safari, iCloud and App Store. This enables all users that Apple contacts to smoothly enter the ecological loop created by Apple and achieve efficient retention. It is reported that in the first half of last year, Apple’s software and services revenue reached 14.213 billion DOLLARS, accounting for nearly 11% of the total revenue.
However, in the Chinese market, apple’s terminal cloud services are not always useful, and there are also many shortcomings:
First, we are not acclimatized to the environment. We are facing the Chinese market. The life scene in China is very different from that in foreign countries, and the demand for online applications is also different. For example, many iPhone users may suffer from mismatched software functions and a poor user experience if they don’t use a suite of Apple devices. This also explains why domestic products have always dominated the payment space, while ApplePay has never been mainstream. It is precisely because native apps are better suited to the consumption habits and more consumption scenarios of domestic users.
Secondly, the rise of domestic mobile phone terminal cloud services, the quality and service of domestic mobile phone brands are improving day by day, and their voice and influence in the international market are increasing day by day. Huawei, for example, shipped 39.1 million smartphones globally in the third quarter of 2017, giving it a 10.5 percent market share, just behind Apple (12.5 percent) and Samsung (22.3 percent), according to IDC’s latest report. In the middle of last year, it even surpassed Apple for the first time to become the world’s second largest smartphone, which shows that Chinese smartphones have gone global, leaving little room for foreign brands to play in the Chinese market.
Domestic mobile terminal cloud service pattern
Huawei’s lead in the domestic mobile terminal market is not for nothing. First of all, Huawei is a leader in global smartphone shipments and a representative of domestic mobile phone brands going global. Nowadays, Huawei’s terminal products are exported to overseas markets, and the international sound volume also makes Huawei’s brand weight open a distance from other brands, and establishes the giant position in the domestic mobile phone market.
In terms of terminal cloud service, Huawei has set up three regional centers and deployed 15 data centers around the world, and its overseas basic cloud service capability has been preliminarily established. Huawei recently released a white paper on terminal cloud services, which mentioned three points: connecting global end users in the digital era, embracing a full-scene and high-quality digital life, and exploring the intelligent world of the Internet of everything. This indicates that Huawei terminal cloud service officially starts a full-scenario and intelligent terminal digital life. On the other hand, Huawei has launched the “Yaoxing Project”, set up 1 billion incentive funds and resource support, and built a developer alliance with global ecological partners… Terminal cloud services have been greatly deepened.
Huawei was followed by Xiaomi. Xiaomi’s ecological construction provides conditions for multi-scene linkage and fusion of terminal cloud services. Soft services include MIUI store, games, e-reading, cloud services, etc. Hardware categories also cover a wide range. However, the rich product matrix should help Xiaomi build a powerful terminal service kingdom. However, in fact, despite its extensive involvement, Xiaomi cloud service has not been deeply empowered, so the degree of integration and linkage is not high. In addition, Xiaomi’s RESEARCH and development resources have some focus, failed to achieve comprehensive and balanced development.
Second, OPPO and VIVO. On the one hand, OV is good at grasping the taste of young groups, and its marketing style is popular among people, and its mobile phone shipments remain high. On the other hand, OV focuses on the advantages brought by offline marketing. As a representative of offline sales, OV has a deeper way to reach users, which paves the way for its terminal cloud service to enter the market. However, the current OV focuses more on some entertainment functions such as taking photos and music, with large flow but low landing degree of comprehensive service. It is still difficult to realize the fusion of all life scenes and highly intelligent and digitized, so there is not much room for OV to play in the comprehensive terminal cloud service.
In general, in the field of terminal cloud services, Huawei terminal cloud services coordinate global platform and industrial chain resources on behalf of domestic brands to provide users with accurate and high-quality content and services. In the domestic market, Huawei terminal cloud services are more powerful, but also more ambitious.
The full scene service of mobile terminal is also striding towards us
Nowadays, in the face of terminal cloud services, users expect to enjoy coherent, intelligent and high-quality one-stop services through a mobile phone terminal.
However, the intelligence degree of current Internet mobile phones is not high, and the biggest barrier lies in the difficulty of obtaining substantive breakthroughs in AI technology. Although multiple applications in the mobile phone can correspond to different usage scenarios, they are not connected with each other, and the user experience is not good because of the need to constantly jump to the page during the use process. In this regard, Huawei terminals achieve end-to-end cloud collaboration through the Internet, provide comprehensive value-added software services, provide users with rich high-quality applications and content services, and improve users’ terminal digital experience.
Moreover, today’s smart phones are still far from the comprehensive Internet of Things. As the most widely used products in daily life, they do not have a high degree of compatibility with a variety of intelligent hardware, so they are not able to play the central role of the Internet of everything. Not only is the information connectivity between various types of online applications insufficient, but it is also impossible to break the barriers of offline scenes and realize the comprehensive and in-depth integration of the two lines. Huawei is now continuously opening up its cloud capabilities to promote the healthy development of the entire industry’s ecological chain while supporting consumers’ cloud life.
It can be seen that with the wave of consumption upgrading, the user needs only forward not back, the intelligent terminal has put forward higher and higher requirements. Companies that can help make this ideal of life a reality must meet two major conditions: one is to be able to communicate all kinds of applications online and provide the best content services; Second, it can achieve dual-line full scene fusion, so that users can enjoy a comprehensive intelligent digital life with a terminal. The emergence of Huawei terminal cloud service comes at the right time. It is reported that Huawei now adhering to the concept of open innovation, is committed to providing Huawei end users with digital life experience centering on online data, applications, offline travel, entertainment and other scenes, realizing the integration of multiple scenes.
In the future, we need more powerful software system support in order to achieve seamless switching and comprehensive integration of all kinds of life scenes and to realize full scene and high-quality digital life. Driven by domestic terminal cloud services represented by Huawei, full-scene services are not far away from us, and “one-stop” terminal cloud services are expected to achieve breakthroughs.
Article/Liu Kuang public account, ID: Liukuang110