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The author:(作者)aaapublished in(发表于) 2014/8/12 2:40:15 Microsoft’s revenue challenges in emerging markets： too much bare metal，
Microsoft revenues in emerging markets problem: too many bare-metal-Microsoft, Windows8,Win8-IT information Microsoft revenues in emerging markets problem: too many bare-metal
Reuters published an article today points out that, historically, Microsoft faces a major challenge in emerging markets: a few users to purchase genuine Windows software, which caused great loss to Microsoft's core. PC being sold in emerging markets, most have not been pre-genuine Win system "bare-metal". In fact, the symptoms of piracy in emerging markets is difficult in part because of, each link in the chain has a problem.
Following is the full text of the article:
During their visit to China a decade ago, Microsoft founder Bill Gates (Bill Gates) by a senior government official interviewed about the company's revenue in China, Gates made the official figure given I can't believe even translation into Gates ' confirmation.
Time passes, but Microsoft has not been able to solve this problem. In fact, Microsoft's current situation of the Chinese market, reveals its deeper problems: Although by popular Windows Office systems and Office suites, but few users in emerging markets are willing to pay to buy licensed software.
Microsoft revenue not only suffer and Windows8 promotional cast a shadow over the system. Analysts pointed out that even pirated users also liked the older Windows systems. City research organization according to StatCounter data, Chinese markets over 90% of the PC running Win8, Windows systems before.
Microsoft is committed to get out of this dilemma. Discount Win 8 to PC manufacturers this year Microsoft licensing fee on the condition that sets the default search engine to Bing. In addition, the companies on cell phones and small size flat panel manufacturers a green light to some vendors provide free WP system.
However, as the technology industry shift from desktop to mobile, cloud computing, and free or low cost systems, China highlights Microsoft's plight in revenue in emerging markets and developed markets.
"Microsoft is the biggest risk facing its revenue-generating challenges in emerging markets, new PC does not bring benefits affected by piracy", Tech Media Ben·tangpusen (Ben Thompson) said, "the problem is not at your convenience will spread to other markets. ”
Damage to core business
There is no doubt that China's markets is a major sore point for Microsoft. Many problems are associated with Chinese Government against foreign monopoly. Last month, as part of the price manipulation investigations, government antitrust authorities raided Microsoft's offices in China.
However, Microsoft never really resolved that glosses over piracy in emerging markets. Microsoft discloses little revenue data by region, but revealed a glimpse of the severity of the issue traces.
Media reports said the 2011, Microsoft CEO Steve Ballmer (Steve Ballmer) employees have been admitted under the influence of the piracy problem, Microsoft's revenue in China is lower than Netherlands and Netherlands only equivalent to China's 1%, but PC sales in China and the United States finely balanced.
According to the BSA anti-piracy agencies data, emerging-market 56% of the total number of PC world, use up to 73% per cent of the number of pirated. Microsoft earnings show the 2013 fiscal year, the company's revenue of $ 77.8 billion, while China, Brazil, Russia and other regions revenue "overtake" the US $ 1 billion. By contrast, Apple fiscal 2013 in greater China (including mainland China, Hong Kong and Taiwan) revenue amounted to $ 27 billion.
Microsoft isn't just suffering losses due to piracy, it also faces the loss of customers problems. Some users have begun to shift functions similar to Microsoft Office.
Running bare metal
Symptoms of piracy in emerging markets difficult to understand part of the reason is that every link in the chain has a problem.
Few PC makers for profit, the operating system is the most expensive part of the whole machine. Emerging markets have a lot of "MOM and pop", these stores are small, it is difficult to afford to abandon price sensitive, tend to use pirated users cost.
Insiders said the problems appeared in the PC manufacturers first, hardly serving his factory's PC was pre-installed with genuine Windows software. City research organization Gartner analyst bulaien·Wang (Bryan Wang), even a giant like Lenovo, PC run interest rates remained "close to the number of units".
City research organization IDC analyst handuoke·Andi (Handoko Andi) says the cause of PC products sold in emerging markets in Asia, CA 60% is a "bare-metal", that is, not preinstall Windows device. These models are usually installed with free and open source systems, such as Linux. While in Japan, and Australia and other developed countries, only 25% bare metal.
On Taobao, the vast majority of PC is running Linux and Microsoft Windows. Zhongguancun computer sellers, offers two options to consumers, a free system, another is to install genuine Windows, but you need to pay $ 30 extra.
Informed sources in 2004, Microsoft began lobbying Association, hoped that the latter would stop the factory bare-bones, but was turned down because profit margins are too low. But the Association said this year that the company has reached an agreement with Microsoft to ensure China market to sell the Lenovo brand computers were pre-installed genuine Windows System.
According to BSA figures, since 2006, the Chinese Government enacted provisions relating to new PC preinstalled operating systems since China's piracy rate dropped from 92% in 2004 to 79% in 2009.
Learn to do a "walk-on"
Microsoft new policies encourage lower Win system licensing fees in order to attract PC manufacturers. IDC analyst Andy says Windows license fee is $ 150 per cent previously now $ 50
Authorisation only for Windows is Microsoft's answer to deep cut in transition initiative. Smartphones , and Tablet PCs , as well as the rise of cloud services, allows Microsoft to be marginalized, its business model is also being challenged.
Gartner's data indicates that, although Windows still occupy about global 90%PC shares, but in the field of tablets and Smartphones, Windows shares have fallen to below 14%.
Analysts said that although Microsoft made a big concession, but it must learn to make a "walk-on" roles, their applications and services can run on other systems. "Microsoft's biggest threat is, the world is the Microsoft-dominated PC area towards its lagging position in direction of movement", a market-research firm Jackdaw Research Analyst Jane · Dawson (Jan Dawson) said.
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