Japan's mobile Internet visits Air Jordan 3 Retro serial II: Son of how subversion Japan[REVIEW] Masayoshi Son, first put a sinking ship, fight the Japanese inland sea running 'aircraft carrier' and then change the terminal market in Japan. The man in Japan, equivalent to Ma in China, there are many small fans, he constantly subvert constantly style all their own. Look at the depth of the young genius who Airlines manuscript, and for your entrepreneurial path, perhaps some reference. Source: micro-channel public number 'Mobile Watch' ????? Author: Zeng Air 2006, when under the leadership of Masayoshi Son, Softbank announced the acquisition of Vodafone Japan spent a lot of time, a surge of bad-mouthing Nike Shoes of sound swept Japan. No one can expect that this acquisition for the future of Japan's mobile Internet changes shaking the seeds planted. At that time, Vodafone Japan is the third largest operator NTT DoCoMo and KDDI Japan ranked after. The ship was known as the 'sinking ship', the product does not meet the Japanese market's taste. Vodafone Japan network quality is poor, poor brand image, and a lot of internal management problems, staff morale. Softbank's capital market is very optimistic about this acquisition, investors frantically sold Softbank's stock, resulting in Softbank shares plunged Air Jordan 1 60%. But seven years later, renamed Vodafone Japan from Softbank Mobile, has become one of the Japanese market's most profitable carriers, the number of users increased from 15 million now to $ 3,000 million, a full turn times in Japan so saturated telecommunications market, really easy. Softbank Mobile nice performance in the Japanese market, even revolutionized Japan has long proud of closed-end mobile Internet system. Then, in seven years, which happened? Masayoshi Son, a way to make use of Vodafone Japan back to life? Why should the acquisition of Vodafone Japan's Masayoshi Son? 'You simply waiting to die, is not it?' After the acquisition of Vodafone Japan, Masayoshi Son unceremoniously told managers of Vodafone Japan. At that time, Japan will soon start XieHaoZhuanWang system, and other two operators NTT DoCoMo and KDDI compared to Vodafone Japan is simply 'dishes on the menu,' which the user experience is poor, a lot of problems, public opinion holds that the number portability After these users switch to other networks will flow to the other two operators. Softbank to spend about $ 11.87 billion acquisition of Vodafone Japan, and has 1.9 trillion yen back down the huge debt, so the Son is facing tremendous pressure, the capital market is also very optimistic about the acquisition. Vodafone Japan morale was very low, many managers can not get rid of 'a foregone conclusion powerless' idea. After Son say that, it issued instructions to Vodafone's first effort to win a 'first.' After winning a net growth in the first month, in the subsequent months the Vodafone also maintained the same performance, the net growth rate has ranked first in the industry. After the acquisition of Vodafone Japan, Masayoshi Son, immediately change the name to Vodafone Japan. 'Vodafone's name not be used, of course, do not want to use. This is a scarred brand, so be sure to let it make a turnaround.' Son said. Masayoshi Son, Softbank initially did not want to use names instead of Vodafone, because this is the core of Softbank signs, once failed, Softbank future business would be difficult to carry out. In addition, Softbank has been a B2B brand awareness among consumers is not high. Then, holding the most drastic determination, Masayoshi Son, Softbank's signature is replaced by Vodafone Japan, which is a comprehensive business, renamed Softbank Mobile, so the street overnight appeared everywhere throughout Japan 'Softbank' signs. In addition, Masayoshi Son, Softbank Mobile will begin operations and business of Yahoo Japan combined. Masayoshi Son of Softbank customized mobile phones to transform, so they only need a key to get into the Yahoo Japan's home page. After the acquisition of Vodafone Japan, Masayoshi Son speaks out of his own inner thoughts: 'fight on only three mobile phone service operators first, than with the country's thousands of Buckwheat noodle shop first fight more . easily Son's intentions clear: Despite the poor operating conditions Vodafone Japan at that time, but the mobile communications industry is an oligopoly, a high threshold industry, in such a competitive field, other than fully competitive industry is much better. What's more, Softbank is in software distribution and other more competitive areas of hard work out of a business, but also in the broadband business had accumulated a lot of experience in the communications industry competition, and training a group of experienced communications industry professionals, phase business ideas changed little over the years than the other two operators, Softbank is expected to surprise attack. In the Son of the future judgment, PC access to the Internet is definitely not the end of the information age. Son had already been found, the phone's CPU processing Performance has been able and comparable PC a few years ago, after the mobile phone is a computer with Internet access, the size of the mobile Internet, even much larger than the PC Internet counterattack Son: crazy price war in the real Softbank Mobile Japanese War fame, is the future of telecommunications price war initiated by the Son. October 24, 2006, Japan began to implement the 'number portability' system. The day before the October 23, Softbank Mobile announced substantially lower phone call charges of 'payment scheme.' surprises of this program is that all users added to the package, in the Softbank network call each other, send text messages free of charge. To tie in with the launch of the plan, Softbank in Japan put in a massive publicity advertisements, a time due to numerous Japanese Softbank network switch. Do we feel familiar? Zhejiang Unicom last year launched the 'free to play' program, largely shadow Softbank Mobile's there. In 2007, Softbank and introduced the famous 'White Plan' program. At that time the monthly subscription fee the other two operators in Japan are usually around 4,000 yen, while the Son has launched a monthly subscription of 980 yen 'White Plan'. Since 2007 January 16 began 'White Plan' for marketing, only 10 days the number of users exceeded 500,000, three weeks exceeded 100 million. Since then, more than months one million users by the speed all the way to grow. Many people ask, Softbank so free of charge to users to make calls, how does it make money? In fact, that did not suffer Masayoshi Son, Softbank many Japanese users access to this program only to find that is not necessarily how much money you could save, because Softbank is a small operators, the number of users rarely, the number of users net play each other not much, most people need to call the other operator's network, the phone bill is still a lot. In addition, Softbank also provides playing in prime time phone need to pay, and not let you have free data show that Softbank Mobile's ARPU (average revenue per user) declined slightly in recent years but appears, but significantly increase market share, these two together, drive revenue Softbank Mobile dramatically. Softbank success stories illustrate, smaller market operators, it is very suitable to launch a price war. In a saturated market, the market leading operators will feel bound in the price war. Son has long been expected to, the operator's voice service will shrink, so cleverly launched a price war in this area. Back in 2008, Masayoshi Son, in a public speech, said the future of voice calls revenue SOFTBANK only 2% to 3% of total revenue, mobile Internet revenue will significantly exceed voice. 'We do not care to put a voice call to a Air Jordan 4 Retro free service to the consumer.' Masayoshi Son said. Son: Softbank's top marketing experts to sell software from the 1980s started a business in Japan. Compared to other products, software is a commodity most difficult to sell, because it does not form an entity. It is in this highly competitive industry, Softbank has long accumulated a wealth of marketing experience. Masayoshi Son put their marketing accumulated over the years to move the communications industry, and with great success. Been to Japan many people know, for a long time, Japanese people rarely use foreign brand mobile phones. Whether Motorola, Nokia or Samsung phone, dismal sales in Japan for many years. Nokia even a few years ago to close off its subsidiary in Japan, because it is no longer marketable. Over the years, Japanese have been favored by the country's Sharp, Kyocera, NEC, Fujitsu, Sanyo, Sony, Panasonic and other brands of mobile phones, these local brands in Japan indeed developed a number of full consideration the special needs of their nationals in Japan mobile phone. Japan's mobile phone market is also characterized by: do not sell low-end phones. In the Chinese market, one of the five or six thousand existing iPhone, there are a hundred Air Jordan Women dollars can buy a cottage phone, but in Japan, the major mobile phone stores which sell basic price of very expensive high-end phones. 'Prior to this, high-quality, high price is the only criterion Japanese telecommunications industry, and everyone agrees that this is as it should be.' Long-term studies Nikko Securities senior researcher Softbank row Shinji Mori expressed. The Japanese market by the vast majority of mobile phone NTT DoCoMo, KDDI such operators to customize the mobile phone manufacturers. A customized for the Japanese operator over the phone Chinese mobile phone design company executives recalls, the Japanese operator of mobile phone quality requirements are extremely demanding, even though they order quantity is small, but still insist on the use of expensive materials, and product details card very strict, and later, many Chinese mobile phone design companies are reluctant to do Japanese orders. Due to low production, the average price of mobile phones in Japan to be much higher than the rest of the world mobile phone. But in fact, for those who only need to use the phone's basic features, the phone less demanding Japanese, which mean that they need more money this expensive phones. 'For the average user, compared to those with less than functional, color variety is more popular.' Shinji Mori pointed row. A few years ago, Softbank in Japan launched the Pantone series phones. This feature of the phone is a very rich color choices, Softbank did not and the other two communications giant NTT DoCoMo and KDDI go shopping phone quality, but a lot of the introduction of the rich colors of mobile phone models, a move by many Japan users. An entrepreneur and other somewhat rigid compared to Japanese entrepreneurs, Masayoshi Son is very personal charm, he was seen as the idol of many young people in Japan - just as Ma position in China. Son very clever use of this delicate identity, and make Softbank marketing tool. Masayoshi Son, Softbank often on Twitter and user interaction, and to Twitter as a very important show Softbank image positions. In addition, Softbank each important product launches, such as the new generation iPhone in Japan, Masayoshi Son personally into battle, pocketed the media eye. The introduction of iPhone, Softbank overnight turned end for a long time, the predecessor of Vodafone Japan, Softbank was once a symbol of the low-end of the network, while Softbank launched a price war, Softbank will be further down the image. To change this situation, in 2008, Softbank introduced from the United States and Air Jordan XX8 later became a global Apple iPhone. At that time, the other two Japanese operator NTT DoCoMo and KDDI are not optimistic about the move. Japanese industry generally believe that the traditional function of the phone has been able to satisfy the needs of users. Softbank and Apple's cooperation, Softbank will divide most of the revenue to Apple. Japan's largest operator NTT DoCoMo is not willing to give most of the revenue and ultimately failed to introduce the Apple iPhone. Feature phones are developed in Japan than any other country in the world, they have a large screen, clamshell mobile TV, extremely rich operators to provide Internet service ...... This is a closed mobile internet system in Japan, and over the years worked well. Since the iPhone is a high-end brand, after the introduction of Air Jordan 14 Retro iPhone, Softbank had a poor brand image suddenly become synonymous with high-end brands. 'Just from the strategic point of view iPhone, Softbank looks like a pipe. But the customer to the operating room to buy iPhone, but also may have other business opportunities.' Stated Shinji Mori row. For example, iPhone and iPad peripheral products selling well. Mobile phones, flat membrane, the protective shell of the profits at around 50%. Also, for example in the sale of iPhone, it will recommend the wireless frame. In fact, from the iPhone, Softbank is not to maximize profits made there, but to maximize profits from each user made there. Since then, iPhone makes Softbank introduced significantly improved the attractiveness of a large number of young and trendy Japanese Softbank influx network traffic costs these people spend a month on the iPhone is quite amazing, monthly traffic cost smartphones are feature phones more than tenfold. Softbank, Japan's first data revenues exceed voice revenues operators. the introduction of the iPhone, making Japan the other two operators had significant operational income DaiShouFei business (similar to China Mobile SP business) been a huge hit. Deputy Director of Nomura Research Institute (Shanghai) Telecommunications Taoxu Jun pointed out that Softbank's network and the other two major carriers in Japan is relatively poor compared to, in order to meet the needs of users, Softbank in Japan, a large number of laid wifi hotspot, and Softbank users FREE Open to compensate for deficiencies of the network. Network speed and 3G coverage not fight over the opponent, sudden force wifi, to a large extent to meet the user's needs, but also to force the opponent has invested enormous resources to deploy wifi, sudden, free wifi Softbank has also become a public hotspot One advantage of selling to move. Taoxu Jun said that after obtaining subscribers, Softbank did not again lower tariffs and increase subsidies. In fact, even in the case of KDDI also introduced under iPhone5, iPhone5 recent contract unit price rise, not fall, not in this area and KDDI fight, because the market has almost reached equilibrium. This time, Masayoshi Son has won the bet. New gamble: $ 20 billion acquisition of Sprint 2012 In October Softbank announced to spend $ 20 billion acquisition of the third largest US carrier Sprint, a time shocked the world, which is Japan's largest ever overseas acquisition. Compared to the shrinking Japanese market, the US mobile communications market is still growing. Capital market is clearly not optimistic about the merger of Softbank, Sprint today announced the acquisition, Softbank's share price fell 20%. '(Softbank acquisition of Sprint) and the acquisition of Vodafone Japan six years ago like the smart mobile phone penetration rate of 40% -50% of the time, the future market is in the lower traction users face high-end users, as well as network quality can be improved .AT \u0026 amp ; T and verizon network of high-quality, high-quality .Sprint slightly lower gross profit, for pre-paid and low-end users of these same Softbank beginning, then gradually pulled customer growth so look at these potential Softbank is not confined to the use of cash. In Japan, also on a global scale. 'Shinji Mori expressed row. Son acquired Sprint, apparently has his own plans. First, the Japanese mobile communications market has become increasingly saturated, while the US mobile operator is still huge profits. Compared to the rest of the world, the United States is very expensive communication charges, operators price wars in other countries is far less intense. AT \u0026 amp; T and Verizon smartphone user base has solid control, the two companies share in this market share and more than 75%. US market situation is very beneficial to carry out the Japanese Softbank price war. Second, the US and Japan have just begun a large-scale development of 4G, Son hope, Softbank and Sprint in the United States could share the technology to reduce costs, due to the expansion of telecommunications equipment procurement scale will achieve economies of scale. 'This acquisition will improve the negotiation power equipment manufacturers, investment in equipment will be more active, more expensive.' Son said. When Son acquired Sprint, positive appreciation of the yen high. Over the past five years, the yen against the dollar by 55%, then the acquisition of US company is very cost-effective. In addition, there will be a huge development Son judge in the US mobile Internet, Softbank invested a lot of Internet content and services company in Japan, Masayoshi Son, you want to copy the demonstration effect of the US mobile Internet to the world. Recalling Softbank in Japan over the past decade has revolutionized the telecommunications market, we found that the Son is always the consumer's point of thinking, it is always considered Softbank What are the benefits to the consumer in the end, but rarely something to consider Softbank . In contrast, many other carriers around the world are often turn to consider what their business, they should do what the layout, but often overlooked, and their layout in these businesses, in the end is not consumers really need. Follow the author had recommended the Air micro-channel public number 'Mobile Watch', micro-letter search for 'mobile observation' to focus on (micro signal mobileweb)