Feel the pulse of China's 3G fate

            


3G, the third generation of mobile communications means, with respect to voice services nowadays mainly second-generation mobile communication, which is based on the data service as the core network services. By its very nature, it represents an era of mobile Internet, marking the Internet began to shift mobile network from a computer network.

A new era of communications coming soon!

The key to enabling this era is an English word --CDMA four English letters (Code Division Multiple Access) - the technical basis for the third generation mobile communication systems. Without this foundation, 3G the goalkeeper unable to open.

In fact, the key can open the door to 3G has three put: WCDMA (Europe), CDMA2000 (Qualcomm), TD-SCDMA (China). In China, because you want to win for their TD-SCDMA standard for more time to test and improve and give operators more time to repay the loan to buy equipment owed, taking into account the many benefits, so China has been slow No issue 3G licenses. But we can not as a reason to block or delay the process China 3G.

Since entering in 2007, China Telecom has set up mobile operations, ahead of the deployment of mobile business solutions, and in the provinces to expand the company; China Netcom has also long been a rainy day, the establishment of the relevant departments to study the movement of the mobile operator industry, China Netcom subsidiary 21 southern provinces have 15 provinces is planning the establishment of Mobile Communications Division, prepare to meet 3G; China Unicom are bringing together the original G network and C network marketing separate, split the two networks Unicom marketing department and personnel; China Mobile Guangdong has begun working closely with the Guangdong Suning in joint marketing, new business experience, high-end customer resource sharing, the Guangdong region just ahead of Suning comprehensive cooperation with China Mobile, the two giants behind the alliance is aimed at enticing future cake of 3G value-added services ......

There are indications that, 3G World War II began.

Earlier in December 4, 2006, known as the International Telecommunications sector "Olympic" World Telecommunication Exhibition held in Hong Kong. Minister of Information Industry Wang Xudong clear at the Hong Kong Telecom, China will issue 3G licenses soon, because this long ago, forged borne by Datang TD-SCDMA has gained acceptance that key experts from the Ministry of Information Industry.

Experienced after lengthy speculation and waiting, this time, we can finally determined, the message is really --3G license issued soon.

3G lifted the veil

3G, off we the people what matter? This is the people do not understand the 3G era most frequently asked topics. But it does not matter, telecommunications bigwigs have started enthusiastically from a different perspective for us to make a detailed portrayal:

"The upcoming 3G era is an always-on wireless world, is a video of the world, our technology and strategy is to let you keep the connection from the connection to the street outside the house WIFI network, and then converted to fixed wiring office, middle without interrupting or missing any data. "

There are more vivid description:

Motorola "seamless mobility" story, white-collar workers in the skyscrapers of the way home from school without worrying about the whereabouts of naughty children, if they have not missed the school bus or to the terminal of the car before fleeing, the parents of the phone will immediately to be reminded; also can phone the distant parents are kept informed of physical information, and even food storage situation inside the refrigerator at home.

Global telecommunications bigwigs in trying to prove that the world is getting smaller and more warmth. They believe that the temptation 3G era enough for them to lead in the mobile phone network era 2.6 billion mobile phone users worldwide rush to the Internet, to enjoy a seamless digital life.

Nowadays, China's third generation mobile communication network construction has come a long reserve of stage, about to usher in the dawn. From the device manufacturer's R & D and production, to the mobile operator's construction and operation, to the end-user application and recognition, 3G industry chain is formed, 3G license issuance will quickly pull the scale of investment in the hundreds of billions of years, new applications, new business models, new marketing channels, countless new opportunities await development.

From the chain of the industry chain, the 3G era for various interest groups on the Chinese confidence in the industry chain has brought new opportunities for development, but also bring a full range of impact. They, can seize the opportunity?

Four Chinese 3G fate considerations

Standards battle and fighting
application software
Situation considerations

In the 3G technology, standards battle is undoubtedly the biggest cake, who first has a standard, whoever has the initiative in competition. In WCDMA (Europe), CDMA2000 (Qualcomm), TD-SCDMA (China) to open the three key criteria of contention in the 3G era, from the beginning to the end of free competition oligopolistic competition will be the inevitable development of 3G.

Therefore, China has independent intellectual property rights of TD-SCDMA can grab a place much attention in the 3G technology standard hegemony. And with WCDMA, CDMA2000 compared to the two keys, TD-SCDMA communication quality is poor.

On the other hand, the current 2G network GSM mobile terminal has reached 2,100 kinds of styles, 3G standards WCDMA terminal models also have more than 400 kinds, TD-SCDMA terminal twenty several apparently difficult to support future operational needs.

So, TD-SCDMA will face a severe test.

In the application software, from operators and equipment manufacturers point of view, if you can not resolve the user's browser or quick intervention and convenience of the system, 3G mobile phones will be illusory. At present, China has 449 million mobile phone users, every month more than 5.5 million new mobile phone users. Obviously, with the help of service providers to meet these challenges, the software will play a key role, the software companies will usher in more development opportunities.

Can be predicted, 3G mobile phone operating system battle, will be the software vendor will compete focus, it will also be open to the development of competition to monopolistic competition. Therefore, in the 3G mobile phone software will be a repeat of computer software battle scene.

Measures judged

People today believe that the delay in China 3G license is in the "waiting for TD-SCDMA mature." No matter how true intentions, the value of TD-SCDMA is to promote the rapid prosperity of the whole industry chain, especially the right to speak in our enterprise software, chips, integrated circuits and other fields.

Although TD-SCDMA is still a need to continue to polish the keys, but the development of any technology there is a process, just like the original also face difficulties when GSM and CDMA just entered China, after a period of business, all problems will be solved. The key is to be done, rather than waiting for, relying technologies are constantly in practice has made progress.

For 3G mobile phones, the most critical software comes as operating system and browser, because the operating system and browser determines the user purchase experience and brand loyalty. Currently, the mobile browser is the biggest technical obstacles, the user's browser, simply retrieve the content, read the contents, but because Web pages are for large-screen computer display is designed, the phone's small screen only in a particular show time within one of its very few or even one percent of the content. Who can solve this problem first, who occupied the commanding heights of the mobile browser.

Reply:

Wp gradually die out, SP providers turn Web

Situation considerations

3G era adversely affected the industry can now foresee at least two: one is the mobile phone voice service life and death faced by fear; the other is the gradual demise Wap website, SP (content providers) Steering Web site.

Future 3G era is a "service is king" era, personalized, innovative and comprehensive bundled services has become the mainstream of the telecommunications market.

The traditional mobile phone voice services obviously can not meet the needs of mainstream telecom operators will have in technology, end products and services will be heavily invested in the differentiation strategy to fight a large number of customers online and offline.

China Mobile and China Unicom's annual report shows that the current over-concentration on the traditional voice business has been so weak growth performance issues become increasingly prominent.

Although some in 3G official business after a long time, 3G and current 2G voice services will co-exist and complement each other. But China's 3G users in 2010 will be close to 200 million, from this sense, the current based solely on the traditional mobile phone voice service will be like a few years ago as the paging industry gradually fade from public view.

And when it comes to SP, people often put it and Wap sites linked if SP is Wap patent. Essentially, SP value-added services provided, Wap provide the means (channel). Like you are selling food to passengers, he likes to ride the train to the train station you have to sell, he is willing to take the car you can get the bus to sell, you can always sell the rice. Selling rice is the goal, rather than to the bus station or the train station as a purpose. And, the first SP is through Web site, such as Sina and other portals send SMS. And to the 3G era, Wap can do Web can do the same. So, after a wave of 3G Wap site was quickly overwhelmed, SP turned to Web sites has become inevitable.

In addition, in the 3G era, many SP makers will feel a deeper loss and confusion.

Video services, should be the new 3G brings the biggest piece of cake, but for the future of wireless video, SP makers will encounter more trouble. Currently, wireless network video management is redoubling its efforts to promote future SP video program should be transferred to the CCTV broadcast control platform, content review, no problem to put on the telecom operator's network program customization and distribution.

SP embarrassing shortage of video content will start the 3G market with increasingly evident. Now the larger film and television production companies do not want to own the copyright to share with SP, SP buyout but hope, so in the 3G market has not yet started when a large-scale, SP has not the strength to buyout enough content copyright.

In the field of instant messaging, Tencent and MSN as the representative of the SP will also be carriers of pressure. Telecom operators have huge mobile phone user resources, to promote their own instant messaging product, operators will certainly take some strategies to make these resources into their mobile phone users instant messaging users. Although SP insiders believe that even telecom operators rely on their own resources to be able to play at a certain time to accumulate a considerable part of the user, but the traditional instant messaging users, make them abandon the existing instant messaging software is not easy. May in the long run, operators entering the field of instant messaging influence the SP is huge, instant messaging will change the market structure, and usher in a new round of reshuffle.

Measures judged

Mobile voice services for extinction and Wap sites is the inevitable development of the times, there is no need to come up with countermeasures whom shall resist.

As for the SP dazed and confused in the 3G era, in addition to compliance with the relevant departments in the wireless network video management, video content should be strengthened to reduce reliance on the original film and television production company, or should a new channel innovation platform or passage , and telecom operators to cooperate with the competition.

Advice
SP's
Around the operator's business promotion focused on the design and content development business, take advantage of opportunities for cooperation and customer base of resources provided by the carrier, development and growth of their own strength;

Cooperation with operators of regional companies, the leading regional markets. Because carriers around the access and charging case is to determine whether you can get the key benefits SP in the region, and therefore cooperation with operators around the branches, and maintain good relations, is critical in terms of SP; < br />
Use the opportunity to promote industrial cooperation and promotion, play their own brand of high-quality products;

Cooperation with existing quality service providers, a variety of ways to expand production capacity, increase product coverage within a limited product life cycle;

Cooperation with terminal manufacturers, will be excellent or characteristics of the SP business applications directly into a cell phone interface, these phones can improve customer loyalty for SP business, improve business usage.

3G operators are forced to "Reformation Movement"

Situation considerations

China 3G market increasingly intense battle is quietly kicked off.

3G telecom operators from the entire global era of view, 3G era have different forms of new operators to enter the mobile communications market a lot, so that competition in the market has become more fully. The new operators to enter the three types, the first the country's fixed-line operators or other operators to get a license to enter the 3G market. The second foreign carriers to enter, such as Hutchison Whampoa into the United Kingdom, Italy and other markets. The third category of mobile virtual operators in the 3G market increase in the number of mobile virtual operators to obtain 3G licenses operators have four, access to mobile virtual network operator licenses are 7 much.

Faced with increasingly intense competition, Chinese telecom operators rely on the 3G market to settle down? How to break the global 3G struggling at the edge of profitability dilemma?

In 3G, because a lot of business can be implemented in a 2G or 2.5G, the telecom operators have to play role is an integrated information service provider. Looking for a "killer application" (to attract users and profitable critical applications) has become the key mobile operators battle.

Typical applications include 3G nine aspects, namely: digital copyright protection, mobile streaming, mobile TV, mobile instant messaging, POC, remote monitoring, video codecs, RFID, and other high-end vector characters. Currently these nine applications product development and marketing to promote the situation is different, really set off the killer application for 3G seems still uncertain.

In addition, due to the current path between the user and the large telecommunications products have not been fully opened, the telecom operators in the 2G era established SP channel system certainly can not meet the needs of the market.

Therefore, the Chinese telecom operators in the 3G market to settle down, struggling to break the global 3G edge in profitability dilemma, it must be "Reformation Movement."

Measures judged

In addition to looking to attract users and profit killer applications, between the telecommunications network and the Internet to produce interactive services will help carriers off the market flashpoint. Internet After so many years of development, already has plenty of content resources, especially WEB2.0 pattern began to develop its core is the original content and audience fragmentation. The mobile telecommunications platform and terminal personalization, interaction between these can help a lot of original content. In the process of the telecommunications networks and the Internet to interact with the two networks, the telecommunication network is fully capable to assume a small amount of media information collection.

Future operators should also create a channel platform, with particular attention to the construction of channels and offline. IT vendors line the channel under development, but low-margin products, while at the operator's line channel scarce, but the high-margin products, which will have a lot of room for cooperation between the two and might.


Reply:
To domestic mobile operators recommend

Technical cooperation both on the manufacturers, SP challenge, but also a challenge for operators, operators according to their technical ability to grasp the depth of technical cooperation within the controllable range; enhance the product, the business license of circulation capital flow, logistics design and management of information flow, which affects not only the effect of marketing activities, but also affect the stability of industrial cooperation in the camp; market segmentation and consumer behavior research-based, competitive strategy design, end subsidies, content services, No Depending on the size and value of the target market determines the end product should be custom or semi-custom cooperation to attract and segment the end user;; bundled tariff concessions and other marketing channels combined use of social marketing but also according to the market value of the business consider tariff design and sharing ratio designed to mobilize and protect the channel's enthusiasm.

Terminal manufacturers expand the "self-salvation"

Situation considerations

And operators of the transformation is exactly the same, telecommunications equipment and handset manufacturers must constantly adjust the pace to meet the 3G era.

As the world has the most mobile phone users, but also may be with the largest mobile phone brand in China, like the big stage Longshehunza, all the time staged a variety of tragicomedy.

Not long ago, to enter the Chinese mobile phone market after Mitsubishi phone full five years of struggling, after NEC, Toshiba, Panasonic and other compatriots, finally forced to make a withdrawal decision. Kyocera still remain in China, and its days are not much better.

If you say that the Japanese mobile phone at least in the local market has an absolute advantage, compared to the market share has been declining domestic mobile phone also failed to do even that. In addition to this unexpected association of green, domestic mobile phone this endless winter frozen soil out of the delay.

In such despair, many companies hope to 3G, seems to have reason to believe that, 3G licensing is before the execution of the domestic mobile phone amnesty heaven, might be able to take direct ushered in the long-awaited spring.

However, the domestic mobile phone manufacturers, in addition to ZTE, Huawei, Datang and other relatively mature 3G technology in the accumulation and international 3G market frequently gains, the vast majority of domestic mobile phone manufacturers in the face of the upcoming 3G is still a blank , dazed.

"If the recently launched 3G, then the domestic mobile phone is not anyone alive who can not live the problem, but the nest eggs will survive without hesitation?" It is professor of Chinese University of Posts and Telecommunications well-known expert Professor Kan Kaili in foreign experts to make "3G Domestic mobile phone launched less than 10 surviving "after the prophecy of the domestic mobile phone for 3G imposed more" vicious curse. " Undoubtedly, changes and technology upgrades will present mobile phone equipment manufacturers to bring new industry reshuffle.

Measures judged

In the 3G era is approaching, in order to expand market share, the need for the development of new technology, invest a lot of money,

For mobile phone development and marketing experience is not rich second-tier mobile phone makers, 3G era is to afford an expensive event. Facts have proved that only the mobile phone manufacturers to seize market segments, will it be possible to break through in fierce price competition.

Tier manufacturers will have to reposition itself. Nowadays, the Chinese mobile phone manufacturers have to do is re-positioning of 3G mobile phones. 3G mobile phones such as Nokia to locate the core mobile business solutions, depending Motorola 3G phones as "seamless connectivity" carrier, Sony Ericsson wants to 3G phones become multimedia smart terminal.

Advice
terminal manufacturers
Trend operators gradually involved in terminal sales channels and terminal channel reshuffle become increasingly evident. And the ability to work closely with operators, will become one of the key factors in winning mobile phone manufacturers; to strengthen cooperation with SP, CP, highlighting the end product in the data services and applications Features, manufacturers strengthen cooperation with operators is an important means; in 2.5G, 3G era, diversified channel structure due to the user market segments and changes in the role of the retail channel as a service interface will become increasingly apparent. In the operators to increase the influence of the channel while maintaining the channel's voice and influence are the focus of the terminal manufacturers should concern; terminal vendors according to their own brand strength, channel strength and competitiveness in the market segments, selection and operators of cooperation crucial point. Cooperation is not dependent on itself can not provide value to lose the basis for cooperation. Conversely, how to get more space for development cooperation is the problem from the point of cooperation and cooperation objectives set.

Instigated the 3G industry chain

3G technology brings not only a wealth of evolution and services, more importantly, changes industry structure and rules of the game. In 3G era coming time, how to build a close industrial chain, and instigate competition between the industrial chain is a new challenge facing the various interest groups.

Which, integration of industrial chain operators, the ability to construct determines the status of ecosystems 3G business development. Because of the commercial value of 3G industry more reflected in the scope beyond traditional voice services, so operators in the value creation process plays not only a leader, but also to cultivate, build and promote the development and evolution of the entire ecosystem the power of. The commercial value of the entire ecosystem of industry of all sectors work together to create a more embodied in the overall capacity of the ecosystem of value creation.

As we all know, in the 2G era, the mobile terminal production by manufacturers, sales channels through agents. Because operators to provide voice-based services, all terminals to meet this simple business operators only carry various mobile communication services wireless communication network.

But in the 3G era, the situation has changed greatly. 3G mobile data value chain operations become complicated, forcing carriers to change the traditional rely on the sale of the "channel" and access resources model, the establishment of new mobile data services reflect the nature of the business model, which led to a series of profound changes.

First, to support the promotion of 3G handsets and data services are closely linked, require operators based on business promotion needs to implement custom mobile terminals.

Secondly, the premise of custom terminal operators purchase (at least in part) terminal, and then intervene terminal sales links.

Finally, 3G mobile data service is not provided by the operator of an independently developed, therefore, operators must establish contact with the content provider. This requires operators to start thinking about the content, from the end-user experience to decide how to develop 3G services, that is, to provide end to end service, to have a superb chain management capabilities.

3G era, mobile phone operators and retail capabilities will become important core competitiveness, the mobile phone market rules of the game because of the involvement of mobile operators changed. This will strengthen the leading role of the operator of the industrial chain, operators will be vertically integrated industry chain, that is, before the integration of mobile phone sales, after the integration of the mobile phone development and production, the industry's production and sales model will change.

The nature of mobile data services is the customer experience, the average consumer does not care about technology, only concerned with use value, the phone can do exactly what purpose, what function, what can bring pleasure, this is the most important.

Provide the perfect customer experience, an essential prerequisite is in close contact with consumers face to face. Only in this way, in order to effectively understand consumer needs and how to meet it. The best understanding of consumer needs and market changes is undoubtedly distribution channels, control of the channel will control the whole industry chain primary interface in contact with the consumer. Thus, operators involved in mobile phone sales could be all understanding of consumer needs, and then integrate industry chain of all resources, to provide consumers with more and better services.

In the 2G era, operators own creation and monopolize most of the market value of the mode is subversion, although operators can still get most of the market value in return, but the interests of a considerable part will be allocated to content developers, service providers Manufacturers, sales channels and other links. With the breakdown of the industrial division of labor, the breeding of new industrial sectors, extending the value chain and all sectors of mutual dependence increased, interest distribution mechanism 3G economic and ecological systems will also be re-appropriate reconstruction.


Reply:
Link One: China's 3G process
since 2006
Currently, the world's third-generation mobile communications standard there are three, namely, W-CDMA, CDMA2000 and TD-SCDMA. 3G networks in the world were powered by the first two standards, TD-SCDMA to October 2006 have not yet entered the commercial, but the Chinese government has approved this standard. This not only makes China has a big say in the future planning of the world's mobile communications standard, will also benefit domestic product vendors, because they no longer need to pay patent fees, Chinese manufacturers need to provide services for domestic users can obtain scale profit.

January 20, 2006, Ministry of Information Industry officially released TD-SCDMA communication industry standards, this makes TD-SCDMA commercialization process has taken an important step forward.

In March 2006, concern the Chinese version of 3G standard TD-SCDMA scale test program is finally finalized, China Telecom in Baoding, China Mobile in Xiamen, China Netcom in Qingdao network construction. Finalize the TD-SCDMA-scale testing program also means that the world's first TD-SCDMA commercial operating license will be born in the above three carriers.

2006 年 月初 5, TD Union's first expansion in 2006, is the fourth installment of the new members to join after its establishment, expansion of enterprises mainly from three areas: equipment, instruments category, smart antennas and RF chip class category. Accession of new members, among each other wide-ranging and in-depth cooperation, to promote TD-SCDMA commercial process.

August 29, 2006, under the auspices of the National Development and Reform Commission of China and the ROK signed a memorandum of understanding on the promotion of TD-SCDMA project cooperation. Subsequently, a number of transnational communications equipment manufacturers have also joined, or stand on the TD-SCDMA increased investment and research and development efforts.

November 2006, TD-SCDMA test phase into the scale to distribute telephone numbers in Beijing, Baoding, Qingdao, Xiamen and other four cities. Operators began to distribute telephone numbers and user-friendly small-scale, pre-commercial, which marks the commercialization of TD-SCDMA has taken a crucial step.

December 5, 2006, Minister of Information Industry Wang Xudong statement, China will soon issue 3G licenses, and have the confidence to provide 3G services before the 2008 Olympic Games, China will follow WTO commitments by the company based on market demand to choose 3G standards .

January 17, 2007, "21st Century Economic Report" published a paper entitled "UBS changed 'TD soft landing': 3G, the reorganization will be delayed?" Article. The article said that China issued 3G licenses to telecom operators business restructuring and China will postpone, is expected by the end of third quarter of 2007, or until clear; the Chinese government will not be issued TD license, instead of using the first in the 8- nine cities set up test sites "soft landing" approach developing TD.

UBS believes that the Chinese government will certainly have to support the development of TD, but TD there are two major bottlenecks: First, the industry chain is relatively weak, can not be large-scale commercial; the second is the current international and Chinese market is still demand for voice services, for demand for data services has not been up. In addition, UBS reorganization of China Telecom, China Mobile, China Unicom, China Netcom and other transportation providers also analyzed between.

However, when the author and a number of domestic mobile phone manufacturers, multinational mobile phone giant China region concerned and some telecommunications experts to communicate, we can still point out 3G unstoppable trend, some mobile phone manufacturers has begun scheduling, scheduling for the six-month period, That July-August 2007 3G phones will scale into the market.

Link II: mobile terminals and intermediate software vendor analysis

Wen / Yu Hai

Analysis of mobile terminals

On the mobile terminal hardware manufacturing, the United States occupies a leading position, mainly reflected in the concept of chip design and manufacturing, its overall design and integration capability and no one can, leader Motorola.

Nokia's mobile phone industry has been able to become a leader, mainly due to Nokia mobile phones and understanding of the market, rather than the technology leadership.

Korean mobile phone uphold the fine workmanship with Japanese-style fast-changing, beautiful and practical style, but almost no own key technologies.

Japanese mobile phone, the domestic mobile phone market, the reasons for adoption of rationing, in the absence of market pressure conditions up to a Japanese mobile phone manufacturers have not weaned, the mobile phone market in the world competitiveness is not worth mentioning, the Japanese mobile phone in 2006 to Group defeat is the illustration from the Chinese market.

Chinese mobile phone manufacturers, in fact, only one case, almost no real own research and development capabilities, the program is the design company, the hardware is bought, the production is carried out by the OEM factory production, therefore, China's mobile phone manufacturers Only brands and sales channels advantage.

ResearchInChina Center study showed that mobile phone manufacturers in the production, there are four levels, the first level of production is OEM or assembled (SKD or CKD); the second level of production design program level; third level The production is a block-level and hardware platform level; the fourth level of production is a chip-level production, the world has this ability only about 10 mobile phone manufacturers. Most domestic brands still in the first level or second level.

Intermediate software analysis

Mobile software is mobile phone operating systems and browsers, operating systems, there are:

Microsoft wince: the shortcomings of Windows onto the phone easily lead to system crashes, the price is expensive. Due follows the Microsoft operating system interface, interface and operations, and the computer Windows system is very close, very familiar and for the user to get started.

Symbian OS: is actually a 32-bit operating system, Symbian OS with multi-tasking, multi-threaded, low power, low memory usage, etc., is very suitable for mobile communication terminal equipment. Now, Symbian operating system for smart phones have occupied more than 80% share of the world smartphone market.

Linux: inadequate security, low performance, open source is mainly low price to attract handset makers to use.

Palm OS: Palm OS handhelds using the product volume is usually relatively small. In addition, Palm handheld battery time is generally longer.

In the mobile browser, the main competitors are Japan's ACCESS Access the NF series browsers, Norway's Opera browser Opera series, ACCESS is the boss of mobile browser, Opera occupies the second position. Browser There is no uniform model, there is no unified technical standards, nor the fact that the standard can cause a strong brand.

Mobile Internet browsing no more than two ways: First, let content of the site to accommodate handheld devices. That is tailored specifically for the mobile phone WAP site, but it is difficult to be compared and the Internet, can not meet the needs of Internet users. To say the least, even if you can carry multimedia content, in order to meet the mobile Internet and the other to create a miniature "Internet" idea is clearly unrealistic. The second is the development of new browser software, so the phone can display the contents of Internet sites.

Therefore, the development of Internet Web pages can be compatible with the current mobile browser, it will become the future development direction of mobile wireless Internet access. But mobile browser currently browsing mode (mobile web display technology) can not meet the needs of mobile Internet users, technical deficiency is a global problem of perception.

Currently, the status of research and development mobile browser mode generally has two: one is the browser itself to read Web pages of information, and then re-publishing mode, the contents of a Web page into a similar Wap page layout to facilitate mobile phone users browse; the other is by zoom display, in order to show the whole or part of the Web page on the screen in a small, but the results will have a serious distortion.

Mobile browser how to troubleshoot display large pages on the phone small screen problem? Users of the browser, is that disordered repeats (loops), the content is retrieved and read the contents of the two actions. Users want to be able to quickly find the content they want to see, then that is easily read selected content. But because Web pages are for large-screen computer display is designed, the phone's small screen can only be displayed within a specific period of time is one of the few very even one percent of the content. But at the same time, the phone screen can not simultaneously present a complete Web page, which is due to the screen size of the physical characteristics of the decision.

Now, the known solutions in two ways, one is the mobile screen (let the screen to move on a web page), the advantage that easy to browse (search), but because the phone screen is often less than the width of the page content of the plate width, If you find the content you want to read, you must move each line N times the screen to complete the reading of the line;

Another is the re-publishing of web pages, the Web technical processing, the content of each row of each section according to the width of the screen, typesetting, so that reading is very convenient, but it is very difficult to retrieve them, such as Sina home such a large web page, the page will be rearranged into hundreds of small pages, I do not know who have the patience to flip the page to browse hundreds. So, fast retrieval and easy to read, these two essential actions on 3G mobile phones in the form of a contradiction appears in front of the user. How to solve this problem, it becomes the key to the design of mobile browser.

Link Three: China 3G operators how to position themselves

Wen / Yu Hai












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