Three Japanese mobile Internet visits Serialization: Softbank successful business logic[REVIEW] Softbank in the end be a company? mobile operators or investment company, or a sale of the software company? 21st Century Business Herald, a senior reporter @ Zeng Air dialogue for many years of Nikko Securities senior researcher Nathan row Shinji to Softbank, for you to uncover Nike Air Max the mystery. Source: micro-channel public number 'mobile observation' Author: Zeng Hang (i horse net columnist) first explain the problem diagram?. This is Softbank in Japan a few years ago put an ad, Softbank created called 'White family home,' the family, father Nike LeBron 12 figure Hokkaido bird dog, my mother is a typical Japanese housewife, my brother is a black, sister is a pretty Japanese girl. In all ad Softbank, almost Hokkaido will appear only white dog, as to why a white dog with a Japanese family father made in Japan controversial. So there will be a variety of conjecture. Intentioned, malicious, politicized and so on. Of course, smart Masayoshi Son will not say why. Saying only that the dog is the father. The most interesting is the interpretation of some Japanese Nike Air Max 2012 right-wingers. Japanese right-wing view that the Son is Korean Japanese, 'dog' in Korean eyes are relatively inferior animal, a dog who is said to be abusive nature. So some people say that the Son of Japan by the Japanese curse this ad miserable. Even the dogs are not really, but bastards. But ordinary Japanese do not have this concept. That the dog is very cute, it is a family. Outside plus the Japanese do not resent this cute puppy. But it makes the dog particularly famous. Son in Japan do more than just a microcosm of marketing. Masayoshi Son, will do much marketing, he was always able to hide the weakness of Softbank, amplifying its advantage. Masayoshi Son, Japan put before the relevant 0 yuan call ads by rivals NTT DoCoMo and Nike Air Max 2012 Men KDDI accused Nike Air Max 2011 Women of being deceptive and was stopped in Japan, but the effect is very good. Softbank in the end be a company? It is a mobile operator or an investment company, or like its name implies, is a company selling software? And various other Japanese carriers Softbank rarely think they have any, and is more like what the consumer needs. When the high costs of other Japanese carriers spend to develop its own phone, but never the United States introduced Softbank iPhone, and became a hit. In many other businesses in Softbank, Softbank can see this kind of thinking. @ Air recently had deliberately and Nomura Research Institute's team went to Tokyo to visit the many years of research on the Softbank Nikko Securities senior researcher Shinji Mori line, he Softbank past few years policy on mobile communications business, has a very insightful analysis . The following is the interview. Softbank's iPhone strategy author: Chinese industry generally believe Cheap Nike Free Outlet that the introduction of Softbank iPhone and relinquish ownership of the platform is a more open model, but from another point of view, this is the kind of pipeline mode. Do you recognize this view Shinji Mori row:? I think it should not be from the communications industry perspective on some of the practices Softbank. Softbank is not so much a communications company, as it is a marketing company. Simply look at its mobile phone business, it seems to be a communications company, but in fact it's so far business and general business model is basically no different. To know when a company, understand its initial run business idea it was originally set up is the most accurate. Softbank is the first business software sales. But in fact the worst software is a commodity to sell, because the software is not the product form, only the actual use to really understand it in the end is what kind of products. So they need to think about what the needs of the customer, how to allow customers to purchase our products, how to make products and establish a good reputation, etc., from various aspects to analyze customer. When you expand the business, Softbank have adopted this model, the mobile business as well. Although some people say that Softbank is taking the pipeline route, but this practice but the formation of the Softbank advantage is that in the world to do research to grasp the needs of users, to develop to Nike Air Jordan Flight 45 meet customer demand for commodities. In contrast, Japan's NTT DoCoMo, KDDI strategy is taken by myself and then provided to the user. The problem is that the two companies do their own in-house, the vision has been limited. So Softbank Despite a late start, but striking, grow faster. Before the introduction of iPhone, Softbank have had communications attempt. Softbank to enter the communications industry is six years from the start of the acquisition of Vodafone Japan. At that time some of the media, securities companies are not optimistic about the initiative. But the results, it Nike Zoom KD V was very successful. Interviewer: Do you think Softbank acquisition of Vodafone Japan big reason for the success is what Shinji Mori row:? Biggest reason for the success is that Softbank provides customers with new values. Previously, high-quality, high price is the only criterion Japanese telecommunications industry, and everyone agrees that this is as it should be. Although Softbank acquired a network of companies is broken, but it sets a very cheap price, it attracts a large number of new users. This is in the communications industry, is a very innovative initiative, but in other industries is very common. That is why at the beginning of the communications industry say not at an angle to look at Softbank. The second innovation is the Softbank Softbank with PanTone companies, for the first time in Japan to introduce PanTone phone. In the past, the communications market in Japan was selling only high-end models. World's investors wondering why Japan was selling well only high-end machine. In fact, this is not the user's own choice, but communications carriers positioned in the target population in the high-end machine users. As a result, it is good for people who specialize in mobile phones, but the average user does not need a lot of features, it is very troubling thing. Although the 0 purchase, but in fact the cost of calls in Tandao. As a result, high research and development costs, and finally passed on to consumers. 50% of the cost of previous models in Japan is terminal development costs, global GSM model is 10% to 20%, while the GSM's special (audio 14:35) models, compared with 5%. However, these developments are not desired by the user. Then Softbank launched colorful models. For the average user, compared to those with less than functional, color variety is more popular. This approach is not really Softbank original, very common in other industry. Such as the development of new models, require several ten billion yen R \u0026 D expenses, you want to recover the investment, a year is not enough, it must be six or seven years, car companies will need to continue to sell the same models. But certainly not a year to sell the same customer welcome, for each year the sale of a new color models. Softbank's approach is to use from the practices of other industries in the communications industry. iPhone is the continuation of this practice. Softbank's iPhone sales is divided into two phases. As the first high-end machines, sold to mobile phone enthusiasts, the second year, lower terminal prices, open up a broader market. The reason for this is because Softbank aware iPhone is Nike Kids Sneakers a touch screen, the average user can also easily operate. This strategy is based on the iPhone operating convenience Softbank, is the closest understanding of user needs models, until two years ago. Nike Air Max 2011 Men IPhone changed from last year's strategy in Japan. Until the end of last year, Japan's Softbank is an only sell iPhone. However, beginning in the year before last October, KDDI has also made iPhone sales rights in Japan. Prior to this, iPhone is different from other carriers Softbank strong differentiation weapons, Softbank won by virtue of the success of many users. But starting this year, a slight increase in the price of Softbank iPhone, but also improve LTE tariff system, close to the other two levels. This is because it is for Softbank, iPhone is not exclusive differentiated goods, and gain market share from other angles. In the future, if there are advantages iPhone, Softbank will continue to work with, but if there are other good products appear, they do not rule out the possibility of cooperation. When new products appear, we do not know the practice Softbank will not change, although now called pipelining. But just from the strategic point of view iPhone, Softbank looks like a pipe. But customers buy the iPhone to the operating room, but also may have other business opportunities. For example, iPhone and iPad peripheral products selling well. Mobile phones, flat membrane, the protective shell of the profits at Nike Air Max 2011 around 50%. Also, for example in the sale of iPhone, it will recommend the wireless frame. Softbank is not really where you want to maximize profits made from the iPhone, but there from each user get to maximize profits. Also because of the presence of Yahoo (Softbank is Yahoo's investors). In fact, Yahoo and Softbank before unrelated, but now closely. Although Softbank pipeline, but that some of the more substantial in content, it is also a new profit growth point. Author: Softbank how to work with Yahoo's strategy if Apple iPhone adjustment, SOFTBANK will have an impact on whether Shinji Mori line:?? This business is not centered on the iPhone, after all, compared with Android, iPhone fell more obvious, but in the future there Android great room for growth, and that time will have its uses. Although it looks iPhone's strategy has not changed, but in fact do fine-tuning. iPhone generation and operators to take traffic into the model. But communications operators have this resentment. After entering the second era, into a folder with content into form. Once the application is complete, the cost will not increase. So how to put it is they have to do a larger platform. The second era with communications operators have terminal sales contracts, compared to the era from a tariff divided, the terminal into a reduced sense of conflict. Another feature is the only operator with a contract, but just as many operators have cooperated after the user has dispersed. In addition to large-scale operators, China Mobile, the world's failure to cooperate with Japan's DoCoMo iPhone is only one. In order to conquer all operators, perhaps part of the pipeline will be open iPhone to carriers. The purpose of the acquisition of Sprint author: Pipeline brings the price war will lead to lower profits Softbank Shinji Mori row:? First of all, I have a question, although the pipeline becomes a buzzword, but this is not really so what now? only the beginning. Before iPhone, Docomo has i-mode, but other operators also have their own model, in fact not very different. When the price competition is not very intense. That is, in the growth stage, the price war unlikely. Most importantly, the communications operators carrying out new attempt. For example, KDDI's SmartPass business. So far, the communications operators to investments in hardware, content packages can also be outsourced to other companies, their profits only on behalf of the charges, the profit margin is less than 1%. SmartPass That KDDI purchase application, and then provided to the customers, that is after cost recovery, revenue continues to be made, that is to become profitable. For example, 10% of the fee, profit margin of 3 to 4 percent. In the era of smart phones, the import of this approach will have a greater potential. To consider here is that the whole business circles what is most important. The first is money, the second is customer information, the third is the brand. There are three elements, together with a strong will, it is likely to succeed. The company first introduced the greatest benefit. But after a few months, other carriers will launch a similar business. Each company recently said that if it was smart phone, ARPU value will rise ¥ 2000 data. The most important point is that smart phone users, an increase in high-age users. Ten years ago the subway passengers are in for the evening, middle-aged users recently replaced passenger smartphone to read. Although previous handsets have read the news function, but to maneuver. Every evening 140 to 160 yen, 20 days to work to count, there are about three thousand yen Nike Air Jordan 6 Women spending. This consumption has slowly entered the mouth of the operator. Operators will be limited scope for competition in these surrounding areas. I-mode was targeted to young people, but with the ease of operation of the smart phone, the user expand into high age. Interviewer: But in Japan many customers think they were Softbank network services. Softbank regard the measures taken to improve the user experience it Shinji Mori Air Jordan Outlet row:? Have said before, the acquisition of Vodafone Japan, Vodafone network is poor, so the beginning of the target customers for the low-end users. After you import the iPhone, set up a base in neighboring cities. Softbank's iPhone customers mainly to urban users, they do not often go to the countryside, so it's strategy is to meet the needs of most users, build base stations in large cities. And then continue to the radiation surrounding the expansion base. That is, when Softbank select target customers are very clear, at each stage to adopt a different strategy. User surveys done worldwide to develop users need most merchandise. For example through surveys, users do not need to understand the high-end machine, you only need a variety of color models. Softbank's strategy is to collect user feedback after a very detailed analysis of the needs of users. After general companies are in a strategic decision, and then impose user. From a psychological perspective, user satisfaction is actually determined in advance. For example, DoCoMo's customers expect more high quality requirements, a network problem occurs, the user will have a reaction. And Softbank expect lower not have too many problems with disapproval. Therefore, the low degree Nike Air Max 2012 Men of completion products are easy to launch, failure is not particularly big impact. So review the new five-year action within the industry, basically Softbank launched. Author: Softbank acquired Sprint's objective is to promote mobile Internet business to a global scale what measures it will take the next expansion of global business lines Shinji Mori:?? Softbank to acquire Sprint will have bargaining power, Softbank together with Sprint one trillion yen per year investment, although their technical standard is different, but still will have a bargaining effect. On the other hand, the Softbank date to freecash mode, before practice cash into the most promising Nike Zoom Hyperdunk Low business. In recent years the fastest growing communications industry. Before that Yahoo! BB ADSL broadband services, but also have a strong competitor ADSL NTT, so now it does not invest in Yahoo! BB, (center) has been transferred to the mobile business. Observation of the Japanese market, a valuable potential but no device potential. If the iPhone advantage disappears when equipment investment will lead to a price war. Then Softbank saw Sprint, and Vodafone like six years ago. Smartphone penetration rate of 40% to 50% of the time, the future is in the lower traction market users. Faced with high-end users, as well as network quality can be improved. AT \u0026 amp; T and verizon network of high-quality, high margins. Sprint slightly lower quality, prepaid for low-end users. These same Softbank beginning, then gradually pulled customer growth. So look at this potential, the use of cash is not confined to Softbank in Japan, but also on a global scale. If we look at the fun, tomorrow we will all serial article on Softbank's biggest rival - Japan's largest operator NTT DoCoMo status of the article. NTT DoCoMo has been seen as China Mobile's teacher, and China Mobile, the world together are not the only two major carriers introduce iPhone, how it is against Apple? Do not miss it. 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), author i horse authorized network reprint, please indicate the source.