Things have from the “words do not fly” in the global PC industry leader Hewlett-Packard to start.
August 23, 2011, in the reported sales and profit forecast lower than expected, HP has been used to represent this star of the U.S. Silicon Valley company announced its intention to spin off its PC business.
The news came out, the industry outcry. You know, in the last fiscal year, PC business to Hewlett-Packard contributed $ 40.74 billion in revenue, the company which is equivalent to about one third of total revenue. Data show that in 2008 global notebook output of 1.6 million units in 2011 has grown to 300 million units.
U.S. CNET columnist Brooke Crothers wrote: “HP abandon the PC business, as is the world’s fast-food giant McDonald’s do not sell hamburgers, or the U.S. aircraft manufacturer Boeing and Airbus compete for tired and leave its aircraft manufacturing business in general not unusual. ”
So, what causes led to a major enterprise PC business income depends actually considering selling the business?
In accordance with normal business logic, not a world leader in the field of vendors willing to withdraw from the market because of its leading position generally have considerable profitability, and this leader is spending billions of dollars more than the cost to obtained.
This also led to the stand for the Hewlett-Packard, the market response is completely one-sided: only 20% of HP’s stock price fell, the sound also followed a variety of questions: What is HP’s sleeve medicine? PC industry in crisis? If it split , who will take over? Dell or Lenovo, or Samsung?
Prior to spin-off linked to the IBM PC hardware and dedicated software and services, do not know the true intentions and the future of HP’s strategic situation, “ton output capacity” was once used to describe the move and follow the example of Hewlett-Packard IBM has long been considered the principles of HP’s strategy formulation one.
However, in the outside world is not completely clear case of HP’s true intentions, just a week later, HP actually has “go back on.”
August 25, Apple CEO Steve Jobs announced his resignation after the micro-Bo on a widely circulated video , HP vice president, China including Hong Kong General Manager Zhang Yongli Group, HP’s external clarify some of the market HP might not sound correct expression of the purpose of this strategic transformation, suggesting that HP will continue to focus on the PC business. About a month later, CNBC, according to foreign media reports, Hewlett-Packard Chairman Ray Rhine (Ray Lane) local time on Friday in an interview made it clear that: “We do not intend to exit the PC market.”
This is strange, why the same company, even a short time two distinct voices emerge? Microblogging is that someone says to him: the authors is that Steve Jobs left the news, Hewlett-Packard “undo” a?
Undo may be exaggerated, says Steve Jobs of Apple for HP to create the threat posed by the past two years, Apple, with its excellent product performance hurricane, but the HP rely on the traditional basis of the PC world, but also achieve significant growth.
So where is the problem in the end? According to the author’s speculation, there is only one possible, that is inconsistent sound HP, in fact, are their true thoughts. To put it plainly, HP would like as soon as possible from the PC industry on the one hand, the other brings out the PC industry did not want to. If this is not well understood, OK, this is like the film industry after the year 2000, the film market continues strong growth, but wound up in the technical and functional aspects are also a bit rough crappy digital camera, although there is no growth film fast, but the film has the death sentence is not important and objective short-term profit growth, but long-term outcome.
Outcome is well known that less than 5 years, film industry leader Kodak, Fuji digital camera in the face of total defeat. Although today Fuji still exist, but their main business is not the film as early as after the revolution and positive self-transformation, Fuji the medical life sciences, high-performance materials, optical components, electronic imaging, document processing and printing as a new direction. His old rival Kodak, the film stick to the slow transformation, are living together with the film itself, which has gradually become a touch of history memories. According to media reports, 97% six years evaporated, leaving only the market value of Kodak is now $ 190 million in market capitalization, deplorable, desolate.
Do not pull too far back to our first topic, if the film industry than for the PC industry, then the present is concerned, that is, ten years ago, Hewlett-Packard, Kodak, Dell is Fuji, Lenovo is Lucky. This view HP’s inconsistent, “tangle psychological” probably will be better understood and more.
That being the case, for the PC industry, who is the elimination of film digital camera do?
The answer is a smart phone, the jargon is called mobile Internet terminal equipment.
Since it is one, then surely there are other. Prior to the Jobs, PC is undoubtedly the leader in the Internet terminal device, because both the technical maturity, stability and performance, in particular, the search function of the whole preparation of the information, integrate information, send and receive information, and editing information, etc. from every aspect, PC is the ability of this era’s best Internet information carrier.
However, the “living will change the world” Joe closer to lead Apple to fulfill the goal of his life, he used to iPhone, iPad, represented by a series of excellent products, a declaration of fact: the world belongs to the PC, but also belongs to the Tablet PC, but the world is ultimately part of the smart phone.
This is under a lot of people do not agree, and obviously Lenovo, Dell’s future growth space for the PC promises, although the boss HP entangled, but not still remains with the Chongqing Municipal Government signed a 20 million annual export laptop settled agreement?
In this regard, the Internet software giant Microsoft seems to be the attitude clear: even behind the PC!
Microsoft’s public relations director Frank Kershaw said recently: “Recently I saw a lot of media” post-PC “view of the resurgence of the current, the content creation work is, PC is still the best implementation tool. In addition to Beyond this, the content consumer and communications and other areas of obvious advantages Tablet PC, PC is also doing a better job. ”
For Microsoft, this argument, the Lenovo PC business last quarter on the “rich harvest” seems to be corroborated. While the other PC industry heavyweights Dell’s CEO has also been given support: “Good-bye, Hewlett-Packard for you do not want to stay in the PC world I regret that, but we will do better.”
So, I found what the world is ultimately a part of the smart phone for?
Look at a set of data, the results so that everyone was shocked! (Foreign body, an Internet statistics compiled some representative of the statistical data, and analysis to the public the day, people use different types of equipment for Internet access time distribution.)
The original, as a general get up from 6 am to 10 pm to sleep, most people close to ten hour day will frequently use terminal equipment (desktops and notebooks, PAD and other types of tablet PCs, smart phones) to access Internet, in which ten hours of which, most desktop and notebook less than 4 hours and increasing downward trend, while the Tablet PC and smart phone mobile terminal device, the 4 to 6 hours, and on the rise.
The results seem surprising, but actually not that difficult to understand. Comparison can be placed in bed and kitchen table, can be put into the pocket and in any place in the environment are free to use (bus or subway trains and other transport aircraft, lying in bed or sitting on the kitchen table) to access the Internet smart phones, PC appears to formal and rigid, fixed and bulky.
If the hardware aspects of the smart phone purely human, and not entirely caused by a powerful PC to death, after all, for office workers, there are at least five hours a day is spent sitting at his desk. However, as microblogging and the rise of social networking sites, similar to the iPhone is more adept and adapt to these software applications and services, smart phone, its re-interpretation of the mobile Internet terminal equipment, is with the real “anytime, anywhere with the nature of the” Access Internet and processing, exchange information and let the PC makers are alarmed.
Another factor is the PC’s own “commercialization.” Today’s notebook computers on a technical level, though more as the year of color television technology advances, but the technological advances brought about by declining premium profits, the overall commodity prices are falling.
According to IDC statistics show that increasingly the traditional weak PC sales growth, second quarter 2011, an increase of only 2.6% of the PC. Intense competition has squeezed the PC manufacturer’s price and profit margins. Manufacturers such as Hewlett-Packard’s PC business profit margin is only 2-6%, while Apple’s Mac computers are up to 14% profit margin to 17%. But even if the Mac has a much higher than traditional PC profit margins, Apple CEO Steve Jobs is still in the June 2011 meeting of WDDC publicly stated: “We will put the secondary PC and Mac’s position. ”
So, what is the main location? The answer is obvious, Jobs placed in the main position, and will not be anything else, is certainly smart phones.
A lot of market research shows that the Apple iPhone and iPad as the representative of smart phones, tablet computers, a new generation of mobile Internet terminal device is attracting more and more consumers, leading consumers to give up these notebooks, which makes the PC business lost a major driving force. Apple in June of this year’s earnings conference call on that in the “Fortune” 500 companies, 91% of companies have adopted or are testing the iPhone, 86% of enterprises are using or testing the iPad. And it is this trend may be the Hewlett-Packard decided to exit the PC business a key factor.
Just think, if the technical and functional level, the smart phone just tied the PC according to the current technology trends and speed do not have to achieve this goal may, in time, then think about a decade ago began trying to contact people from the digital camera, to the final because the “experience” and the film quickly and completely give up the time machine, perhaps a good understanding of livelihood for their own HP PC, for the Ru this tangle.
More straightforward to say, PC is still strong growth, but it is dying.
Therefore, from the perspective of the development of mobile Internet, Jobs with smart phones and tablet PCs not only leather Motorola, Nokia and other handset manufacturers of traditional life, but also give HP as the representative of the traditional PC-makers sounded the alarm . HP clearly see this fact, for HP, IBM to a thorough study of business strategy transformation is not entirely impossible, but then again, PC industry is also a strong period of rise, their main income from a PC and also have to in the end not to continue the development of the PC industry, may really bad decision.
Another fact is, back in 2002, as IBM CEO Sam Palmisano had predicted: “PC era will be gone, the future will be the sensors and smart phone world.”
Of course, Steve Jobs-led revolution is clearly not yet complete. Represented by the iPhone and iPad tablet computers, smart phones and the Internet, mobile devices, the positioning is more a part of the PC blend of functionality (browse the Internet, instant messaging, e-mail, games, entertainment, etc.) which is different from traditional phones (core the communications function), and through the perfect combination of hardware and software, and ultimately a premium product.
So, really you can completely replace the PC smart phones who are most likely to come from hands?
The answer is Google.
HP on the development in the PC industry, “gone back” about a week ago, August 15, 2011, the Internet search company Google astronomical price of $ 12.5 billion acquisition of the famous mobile company Motorola, which has led up to half the world’s mobile communications industry for centuries.
While the industry and even Google CEO Pei Liqi I claim to be “as many as 17,000 to Motorola’s acquisition of patents,” but I always doubt my heart: Google to buy the entire Motorola mobile, and this is a great dilemma of being caught a long history of large companies, are Google only saw 17,000 patents, while not considered likely to make itself into a big company’s difficulties, and even affect Google’s own development of the strategic risk? For the latter, Google if there is no clear considerations and ideas, so this acquisition, no matter how lucrative patent, but that is only short-sighted and immediate, more can not be called clever.
September 16, 2011, held in Beijing “2011 China Innovative Marketing Google Forum”, I overheard a few words, a few figures, eyes suddenly light up.
Day, refined appearance of Google’s global vice president John Liu, in his speech, he stated: “In the mobile Internet era, information become increasingly flat, with the phone, PAD and other growing mobile intelligent terminal, the user is no longer a single contact, Therefore, the dependence on the PC continues to weaken. ”
And iResearch is co-president and COO Ruanjing Wen said, China’s Internet penetration rate of over 40%, more than 500 million Internet users, preliminary statistics 2011 more than 530 million Internet users here, of course, refers to a person with a PC, Internet, Ruan Jingwen Then said, China is using the phone number to reach nearly 10 million, with the popularization of smart phones, more and more Internet users are using mobile phones rather than PC Internet browsing and retrieval of information.
Obviously, in the patents, this for Google to provide Internet search services and information companies, are willing to spend $ 12.5 billion price is another important reason is: the layout through the purchase of Motorola mobile to mobile Internet terminals, so as to the future of Internet users in the choice of terminal equipment by the PC to the Tablet PC and smart phones ahead of the layout.
Google phone look like it?
Google’s a publicity booklet, tells the user holding a Google phone, you can Google a variety of Internet products and services to meet from 6:00 up to 23:00 pm during sleep, all the information needed.
Clearly, the Google phone is built in, providing a complete living information solutions, this idea is not only than the iPhone, iPad and other mobile devices as the Internet all the functionality and leading, and as truly a “people together with the equipment an “anytime, anywhere that is free to use the Internet and eventually replace PC.