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The author:(作者)qqpublished in(发表于) 2015/6/8 8:46:22 Comment： wonder buyers Association could let the motor turn over，
As a pioneer in mobile communications, Motorola mobility in recent years, the situation is lamentable. Once the phone giant, in the age of smart phones has its ups and downs, first being Google's subsidiaries, before being sold to Lenovo. Whether this established manufacturer Lenovo Group's renewed Renaissance and helped Lenovo achieve impact global smart-phone market vision?
With this problem in the past two months, I had an interview with Yang yuanqing, Lenovo CEO, head of mobile business Liu Xudong Chen, motor engineering and design Director, visited the headquarters of Motorola in Chicago and Silicon Valley. For the motorcycle business ideas, products and executives, have certain understanding.
Dog's frustration
Motorcycles in China there was a joke-"dog". Of course, the dog is not derogatory, but a black fan nickname. Four years ago, after the motorcycle for $ 12.5 billion sale to Google, fans will be Google and motor combined with the first two letters Go+Mo, created the dog this unique name.
In a sense, Motorola and AC Milan's situation is similar, have been booming, permanent memories of youth, but now has become a niche manufacturer and cock wire team. Drop in fans heart, watching others joy, even if your heart sad, but also lay down a period of obsession, wiped away a complex, only by self-deprecating resolve helpless. (Sadness is that I is a fan of motorcycles and Milan. )
Dog life was not easy in recent years. After Internet giant Google subsidiary, under the big tree outside thought motorcycle live Google, but Google wants is a motorcycle strong patent, worry more about bikes affects the Android camp, kept at arm's length distance. While Google gives Moto comes with a user-friendly software technology, but their "shock therapy" has seriously hurt the motorcycle's original market position. Google tries to complete the transformation, motorcycle remodeling into a new boutique companies.
From 2011 to 2014, the motorcycle continued layoffs and cuts in departments, employees worldwide has decreased from more than 20,000 people to more than 3,000 the number of layoffs did not stop the continuing losses, losses of 600 million dollars last year alone; more serious is that the motor quit in a row over a key market, declining sales and share. Under Google, motorcycles almost all markets in North and South America, we have to give up, but withdrew from the most rapidly-growing China market. The final outcome is that Google retains the most patents, for $ 2.9 billion and sold the motorcycle Association.
While motorcycles had already pulled out of the Chinese market, but has never lacked fans. Motorcycle annual new product launches, attracting interest and look forward to domestic users, while motorcycles have become less likely to return to the top, even though they can only be purchased through the sea picked up motorcycle products. Even more frustrating is because motorcycle products deep integration of Google services, this means motorcycle products in the mainland market will be greatly reduced, forced to take various bad experiences as a result.
Lenovo looking forward to
Last year, Lenovo announced the purchase of a motorcycle, this deal is surprisingly reasonable. In fact, most people are looking forward to holding the psychological, to look at Lenovo's purchase of motorcycle deal, expect "magic disk access" Lenovo purchase could be a repeat of IBM's PC business. Because if there's a Chinese manufacturer can acquire and needed to buy a motorcycle to realize their vision, that was also not belong to associations.
Lenovo is a global company, in the United States completed a number of heavyweight acquisitions, acquisition of IBM's PC business a decade ago is one of the most brilliant. It is through this acquisition, Lenovo realized a dream of Chinese enterprises to go global, and through several years of consolidation and growth, achieve the goals of the top global PC market throne. In the Association's view, they have the ability to reverse the motor loss, realize the win-win situation of motorcycle with Lenovo.
Lenovo is to expect people thinking the same deal to buy a motorcycle. After the top of the PC market, Lenovo's biggest challenge is to achieve a breakthrough in Smartphone, especially in foreign markets. Yang yuanqing, acquired a motorcycle is the key to Lenovo's Smartphone strategy of globalization. As early as when Google buys a motorcycle, he expressed to the Google acquisition motorcycle of the future will, and has a strong faith can make bikes for a better future, as the year when acquisition of the IBM PC.
Motorcycles can bring Lenovo not only high-end product line also provides channels needed to associate globalization and brand value. According to Yang's strategic vision, in Lenovo's Smartphone dual-brand strategy in the future, high-end motorcycle brands in the main market, spot markets such as North America, Western Europe and South America, and the Lenovo brand mainly in low-end position in the main China, Southeast Asia, Africa and other emerging markets. China Association and motorcycle joint operation focused on two brands market.
After completes acquisition of motorcycle, Association and motorcycle 2014 annual smartphone sales of 85 million, global market share growth 1%, 5.7%, listed as the third largest in the world. Even more important is building into the motorcycle business, Lenovo Group's overall sales in the overseas market share of 41%, to become a truly global smartphone maker. Yang yuanqing, bike smart phones occupy an important position in the overall strategy.
Hope of profitability
While Google has implemented shock therapy, the motorcycle was rebuilt but this did not improve the financial situation of motorcycle. Google completed the acquisition of the Association formally took over, Moto cumulative losses of nearly $ 1.5 billion, meet Google sold about half the price of a motorcycle. Losses of 600 million dollars last year alone. Can Lenovo completed a motorcycle's performance reversed, also became the main concern of the outside world questions. In fact, motor incorporated into the Association after its Lenovo earnings have declined for two consecutive quarters, motor's losses is a major drag.
When he acquired a motorcycle, said to be four to six a quarter turn around the motor and at the swearing in of new fiscal year in April, more targeted this year. Motorcycles can associate its profitability, the fundamental reason depends on the ability to rapidly increase sales and reduce costs. Lenovo brings motorcycle, through economies of scale and distribution channels to help turn around the motor.
In fact, Lenovo's acquisition is not a mess. Motorcycle in 2014 has gone through the worst, in the apparent rebound stage. And former head of the move June have said Yang yuanqing, Lenovo, Lenovo completes acquisition of motorcycles for nearly half a year, "whether profit performance exceeded our expectations". At the end of April was disclosed by Yang yuanqing, motor financial position is very close to balanced.
In terms of sales, last year's fourth quarter, motorcycle quarterly sales exceeded qianwanbu, an increase of 118%. The first quarter of this year, motorcycle Sales Department of 7.8 million, an increase of 23.6%. (The fourth quarter is the traditional season, each firm's best-selling season. ) In addition, the bike return to South America, Europe, India and other markets, growth was very strong; in Brazil up to 20% shares, in India as the market's third.
Bring sales boost Lenovo motorcycle more channels. Lenovo's world's after many years of operation as the PC market, in almost every major market worldwide has established its own sales channels and dealer system. Motorcycle large area exit, led to the current distribution channels has become an important deterrent. As envisaged in the Association and motor will focus on Europe, America, South America, India and other foreign markets, these markets are Lenovo holds an enormous advantage.
In terms of cost, supply chain economies of scale is a big factor. Association and motorcycle sales in the latest quarter is approaching 25 million, around 100 million shipments a year to purchase memory, screen, Smartphone key parts such as chips, its cost price is far lower than the motor when I sold 6 million units in the previous quarter. Motorcycle manufacturing costs will be reduced because of Lenovo's great advantages. This association and motor executives repeatedly emphasized in an interview.
Even more important is that Lenovo announced the acquisition in the motorcycle and does not appear the team a large loss of condition, retaining the old r. Bike Chicago Headquarters, a total of more than 2000 employees, with over 1500 engineers. "Our cooperation with Lenovo is going well, there is no conflict. Lenovo team has a strong and inclusive. "Moto, Senior Vice President in charge of engineering yikeba·ashade (Iqbal Arshad).
Motorcycle challenge
While the motorcycle is in a significant upturn stage, incorporated into the Association after its, you can significantly boost in sales channels and purchase cost, but as a veteran maker still faces many challenges, of which the most important is the high end of the market and the market in China.
From Moto motorcycle sales rebounded more low-end products such as g, from Brazil, and India and other overseas emerging market, and its main products Moto x series does not bring good sales. According to comScore, motorcycle overall time efficiency rebounded over the past year, but the bikes in the United States market share continues to decline, there are only 5%.
Moto x-series with its unique design and humane software services, smart phone niche products, obtain United States Science and technology media TheVerge annual "An Zhuoji" praise, but this did not get the sale. In big-screen phones in its heyday, marketing hype cases, motorcycle hard to their market share in developed and high end of the market.
Incorporated into the Association after its motor returned to China, the motor to bring the hope of opening up new markets. Both Lenovo and motorcycles, have high hopes for China's market prospects. Because it is zero-based, so the huge Chinese market will definitely be on the motorcycle's performance to profitability by boosting. Years before the Spring Festival, motorcycle back into the Chinese market, continuous release Moto g, Moto x and three Moto x Pro product, while covering the low end of the market. Association officials have repeatedly stressed, Jingdong Moto x II became best selling high-end mobile platforms other than the iPhone.
But in the Chinese market, motorcycle competition than the United States to be more competitive. In addition to Apple, all foreign manufacturers in China's share has been slipping. In the Chinese market, motorcycle brand, original system experience, unique design style, a variety of customization, the advantages of these are Moto phones. But currently dominate the Chinese market more to fill ratio and localization advantages of millet, Huawei and other domestic manufacturers. In the area of social marketing, millet, Meizu, also occupy an absolute advantage, which leads to a lot more emphasis on price and other factors.
In addition, the motorcycle products also have their own obvious weaknesses. Lack of localization in China, pictures are obviously not up to the top level, brand marketing needs, these are the motor together with the company needs to solve. Yang and Liu had previously promised to increase motorcycle brand in China's brand marketing, set up localized research and development teams in China, expansion of the motor below the line sales channels.
Lenovo last week after the personnel changes, Xudong Chen to succeed Liu as Lenovo mobile business executive and Chairman of Motorola mobility Management Committee, called the motorcycle business of the most direct charge. Under the previous contact, he have a very detailed understanding of motorcycle products, I use Droid Turbo, also has a clear idea of the future on a motorcycle. The personnel changes, the motorcycle may be a positive factor.
Report: several small issues of user interest
Moto phone much-maligned photo problems, motor development Chief Assad did not deny. "We have been working to improve motor performance of mobile phone photos, progress has also been made. Moto x Pro imaging has been the industry standard, and that it will continue to improve. ”
If there is no accident, according to the situation in previous years, Moto x-generation should be released in September. Network is circulating, 5.64 inches HD 2K display, pixel density of 560dpi,3GB memory 32GB store (with low). Motorcycle engineers at Headquarters had revealed that generation x and photographs of electricity consumption will be improved significantly, make up the previous two generations of short boards.
Moto Droid, another product line has been the focus of domestic users. While the motor did not release this product in China, but Xudong Chen, Lenovo executives are using this design is the most traditional style of motorcycle products. Lenovo's official explanation is that the motorcycles in China has released three different gear products, will continue to introduce more products in the future.
Moto motorcycle watch when the 360 into China is also a major focus. Lenovo's explanation was that some restrictions on the Google Android platform for Wear, Moto 360 needs more work. This is the top most valued product, Liu had made it clear, Moto 360 must be introduced to the Chinese market this year. Perhaps when its release is the Moto of 3,602.
First generation of Moto x system upgrade issues. I'm sorry, I interviewed several motor executives have no clear answer is given, saying only that "moving forward" cliches. Maybe now for motorcycle research and development team, Moto x software upgrade is not a concern of the first generation of projects.
(This paper represents only the author, doesn't mean IT news stand)
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