From the perspective of Microsoft, its cooperation with mobile vendors such as Xiaomi is obviously not for the vain mobile operating system. For Microsoft, the biggest task at this stage is to launch the SaaS cloud computing service market. Maybe we will soon be able to I saw the cooperation between Microsoft and Huawei, OPPO, vivo and other domestic manufacturers.
The shackles of Microsoft and Xiaomi are nothing new, but on the first day of June, the substantive cooperation between Microsoft and Xiaomi finally put this news, which is not news, into effect.
As early as March 18 last year, Microsoft officially announced at the Windows Hardware Innovation Engineering Industry Summit (winHEC) conference that the Xiaomi 4 mobile phone will be adapted to the Windows 10 system. Later, the Xiaomi Tablet 2 also appeared in the Windows 10 version. The attitude of turning dark and clear is the silent understanding of the two companies.
Some people say that Xiaomi has hugged Microsoft's thighs this time. The evidence is that Microsoft sold 1,500 technical patents to Xiaomi. Xiaomi finally used Microsoft's springboard to enter the international market.
Of course, on the surface, this logic also has its strong rationality, but from the expression of Xiaomi's high-level and more thorough analysis, we can find this kind of logical irreparable flaw.
Patent fan, can Microsoft patent become a talisman for Xiaomi to enter overseas?
Wang Xiang, former president of Qualcomm Greater China and now senior vice president of Xiaomi, said that the patents purchased from Microsoft include voice communication, multimedia and cloud computing. Microsoft is essentially a software company, so there must be no accumulation of hardware-based communication patents, more software interactions and interface design patents. Currently, Microsoft charges Samsung, HTC and other companies for patent licensing fees. .
From the previous period, Microsoft v. Motorola patent infringement can be a clue. For example, Microsoft announced that the infringing patent has a patent for the pop-up context menu system with the patent number 5664133; patent number 6900910, the creation and update of contacts, etc., belong to the system. Interactive, optimized level of patents.
For Xiaomi, what is more scarce is the accumulation of basic communication patents. In India, Ericsson sued Xiaomi for patent infringement. Among them, there are many standard essential patents in the fields of GSM, EDGE and UMTS/WCDMA. It is called “fighter†in the patent. The standard essential patent can be said to have been integrated into the industry standard. Alternatives are even more difficult to circumvent. In addition to Ericsson, including Huawei, ZTE, Nokia, etc., they have a large number of basic patent portfolios. Once someone launches a patent war, Xiaomi has almost no power to fight.
Therefore, Microsoft's 1,500 patents still do not fundamentally solve or partially solve the problems encountered by Xiaomi overseas. This is why Xiaomi does not mention the fact that he has not entered the country overseas. Of course, the cooperation between Xiaomi and Microsoft is also exploring the possibility of not only the Android system, but the short-term effect of this exploration is difficult to have a practical impact.
Microsoft and Xiaomi, who is more active?
Microsoft can be called a giant, but for mobile terminal manufacturers focused on Android systems, Microsoft's huge resources bring limited support. Just as rabbits like to eat grass, even if it is the best tenderloin, it is not a blessing.
It is based on this mismatch between supply and demand, I believe that Xiaomi should have more initiative, and Microsoft is relatively passive.
First of all, although Microsoft has a Windows 10 Mobile system for mobile platforms, the poor experience of this operating system is known to the earth. It is estimated that Xiaomi will not launch the unwillingness of Windows 10 Mobile based mobile phones. Because even Microsoft itself is selling the assets of Nokia's mobile division.
Secondly, Xiaomi’s rumors of launching the Windows system Xiaomi notebook once reached the level of realism, but for Xiaomi, the mobile phone is still the core. Whether it is Xiaomi notebook or Xiaomi tablet 2, it is Xiaomi’s non-core business, which can be counted as new. The business expansion plan, like Huawei MateBook, is a complementary extension to mobile phones.
Third, compared to Xiaomi, Microsoft has been trying to remove the label of traditional PCs, but every time you embrace the mobile era, it is hard to say success. And traditional allies such as Lenovo, Dell, and Hewlett-Packard have been in recession. According to research firm Gartner, global PC shipments (including desktops, notebooks, and all-in-ones) in the first quarter of 2016 hit a record low since 2007, globally. Shipments were less than 65 million units, a decrease of about 9.6% from the first quarter of 2015.
The cooperation between Microsoft and Xiaomi just proves that Microsoft is abandoning traditional PC vendors and is wooing new allies. As a new generation of mobile devices, Xiaomi is precisely the choice to replace PC.
What did Microsoft get?
If you understand it in normal logical thinking, Microsoft's delay from the desktop to the mobile side is a matter of course. Of course, Microsoft thinks so. The result is that the control of the mobile system eventually falls to Google.
However, the sorrow of the lost, in the mobile era, under the leadership of Nadella, finally found a way to connect existing businesses and realize the realization, in general, in the name of free, In line with the charges, the value-added service, that is, the "cloud" service, is taken as the main business of Microsoft.
At present, cloud computing can be divided into three types according to service modes: LaaS (Infrastructure as a Service), PaaS (Platform as a Service), and SaaS (Software as a Service). The cloud computing market is currently showing the 28th law. Among them, Amazon's Q4 in 2015 increased by 63% year-on-year, accounting for 31% of the global market, while Microsoft ranked second with a market share of only 9%.
However, it is worth noting that Amazon's AWS cloud computing market share is mainly concentrated in the LaaS model. In the SaaS model, a report from the industry research company wikibon deserves attention. From the picture, the SaaS market is still very fragmented in the first half of 2015. The first market share of Salesforce is also only 11%. The power of Microsoft Azure cloud computing service is on SaaS. Its services such as Office 365, Bing, Windows Live and XBOX Live belong to the SaaS level.
Therefore, the ultimate goal of Microsoft and Xiaomi trading will come to the fore. Millet's various devices are pre-installed with Microsoft Word, Excel, PowerPoint, Outlook and Skype applications to increase the number of SaaS services.
In fact, the realization process of this SaaS value-added service is still a two-step process. The first is free, the value-added service is implanted, and the user is occupied. Secondly, the cutting and cutting mode is added, and the value-added service is charged.
First, free in the end
Since Microsoft's Build 2014 conference announced that its Windows operating system will be free for devices with less than 9 inches of screen size (smartphones and tablets), Microsoft's free strategy is gradually released in a half-masked situation, eventually in last year's Win After 10 and Office for Win 10 announced that it was free, Microsoft’s free strategy was implemented.
In addition, it is worth mentioning that Microsoft has spared no effort to promote its own business on other platforms, such as Microsoft's investment in third-party Android ROM team Cyanogen, and reached a pre-installation agreement with pre-installed including Bing search, Skype, OneDrive, OneNote, Outlook. And applications such as Office. And last year, Microsoft announced that it has reached a pre-installation agreement for Microsoft mobile applications with 11 Android device vendors led by Samsung. Now, Microsoft and Xiaomi's pre-installation agreement is still a means for Microsoft to occupy users. In addition, Office is implementing a free strategy for iOS and OS X platforms.
Second, value-added services realized
When it comes to SaaS services, you have to mention Microsoft's cloud service OneDrive. The evolution of OneDrive is completely a concrete representation of Microsoft's monetization strategy.
The first slogan of OneDrive was "no capacity limit", but after the abuse of individual users, the free OneDrive capacity of all users was limited to 5GB. If you want to increase your OneDrive storage capacity, you must pay a “value added feeâ€.
In addition, Office 365 as a cloud service based on the Office suite, it is also indicating that Office is no longer a local office application, more to the network-based cloud service platform.
However, as we all know, SaaS network value-added services have a marginal effect within a certain range. In short, as the number of users increases, the cost of spreading to a single user is correspondingly reduced, and the marginal cost gradually approaches zero. This is also the ultimate goal of Microsoft's large-scale implementation of the free strategy.
From the current Microsoft action, the importance of its cloud computing services business has begun to surpass the local software development, SaaS value-added services have quietly occupied the core of Microsoft's strategy. Because SaaS value-added services tend to be more viscous, and because a single user can continue to generate value, Microsoft can eventually make the existing business a profitable closed loop and cross the platform boundaries.
In summary, from the perspective of Microsoft, its cooperation with mobile vendors such as Xiaomi is obviously not for the vain mobile operating system. For Microsoft, the biggest task at this stage is to launch the SaaS cloud computing service market. Perhaps we are very As soon as you can see, Microsoft and Huawei, OPPO, vivo and other domestic manufacturers have cooperated.
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