On August 11, Amazon, Google and Microsoft are not content to provide service and technical support for mobile devices, they have implemented their own smart-phone, Kindle and Surface Fire reader tablets and Nexus representatively.

Keen industry giants have noticed: in the mobile age, wants to maintain influence over users, cannot rely on content and services. Users of mobile devices are one of the decisive factors.

In the past, hardware control is not so important to the IT industry leaders. PC manufacturers, such as HP, Dell and Acer, competition is fierce between, making their profit margins lower.

Microsoft and Intel took possession of most of the industry's profits. They are the traditional PC "parallel" participants of the business model. Microsoft and Intel PC software and chip, consumer PC are access to the Internet, however, Google and Amazon over the Internet to build their own business model.

However, with the rapid development of mobile networks, the old business model began to collapse. Internet companies have to start rethinking their positioning and reflections on the consistent attitude that does not focus on hardware.

Apple's superb profitability challenged "hardware margins low" conventional thinking. In the first quarter of this year, Apple's operating margin surpassed Microsoft. Expensive products Surface of Microsoft's upcoming Tablet PC also established the software giant began to emulate the Apple support. And traditional hardware manufacturers, new players entering the hardware market mobile device sales as a means and not an end.

Microsoft hopes to find hardware to make consumers love Windows8, it is probably the most important operating system in the history. Surface of the upcoming tablet computer was born for this purpose. Surface is divided into two versions, pick-up ARM processors and Intel processors respectively. What is more, Apple iPhone5 is coming, more and more iPhone fans are looking forward to it, even iphone accessories are hot too, such as unique iphone4 cases, bling iphone4 cases, metal iphone4 cases, stylish iphone4 cases and so on.

"On the Amazon, wheel of hardware is a commercial lubricant."IHS analyst at research company Wayne Lam (Wayne Lam) said.

"Amazon's Kindle reader hardware sales profit margin is very low. But its design philosophy is steady (so that consumers are using a Kindle reader during continuous consumer products). "He said.

"Google keeps the mass market." Gartner analyst Carolina Milanesi said. "Google's revenue came from a large number of users used the search engine and other Google services. If Google layout is not on the hardware equipment, once the hardware manufacturer limits the service mentioned above, Google's revenue will be affected immediately. ”

Over a period of time, Android smartphones got the success, but its disappointing performance in the flat areas of the--iPad's market share remained strong. In order to challenge Apple, Google took pains to launch a Nexus of 77 inch US $ 199 tablet, functional design and low price for the products had high praise. Entering the field of hardware software giant infringed the interests of traditional cooperation partners. Recently, the world's fourth-largest PC maker Acer CEO Mr Wang has expressed dissatisfaction to the media, expect Microsoft launches Surface a "leap".

However, as more and more consumers go to the mobile Internet, traditional Internet firms are unlikely to restrain control stand. Lamb believes that traditional business models and supply chain industry relations do not apply to mobile devices--in the areas of mobile, and consumer relationship first.

"HTC and Samsung are not comfortable, but nothing can to do. Hardware merchants invested too much in the Android system, they have no choice. "Mi Lanxi said.

Not all Internet companies are keen to develop their own hardware products. Despite rumors on Facebook coming soon mobile phones had been for a long time, but this is Mark Zuckerberg denied last month. Mark think manufacturing mobile phones seem to be no good reason. He more inclined to Facebook and the depth of the existing smart phone system integration.

"Seen in the rapid growth of mobile Internet, Facebook executives felt antsy. But they need to find the most attractive platform for consumer and business models. "Lamb said.

Google acquired Motorola mobile, triggering fears of a hardware partner HTC and Samsung. It is widely believed that Google sees a large number of patents held by the Motorola mobile. But Larry Page said teams will continue to develop next-generation mobile devices improve people's lives.

Apple is the King. Rich app application, perfect service and a strong industrial design makes the Apple in the top. Newcomers such as Google even want to imitate, it takes several years of time.

Nevertheless, Google, Microsoft and Amazon both select vertical mode--integration of the Apple software, hardware and services, and firmly grasp the function design of future mobile products in their hands. Analyst at Envisioneering Group Richard Doherty thought so.

"This will cause upheaval in the competitive environment." Richard said. "Within the next five years, or they will become the leader in mobile devices, rather than, like today, but many a member of the mobile phone manufacturers.”

Beijing time on August 11, according to market research firm IDC reported in 2012, PC shipments for the second quarter was 86.7 million, down 0.1%. Well below IDC forecasts the growth of 2.1%. Intel had tried to rely on Super boost PC market selling gas, but global super only sold 500,000 units in the first half. Weak PC market as a whole has been inevitable, reversing the arms only to the fate of the remaining Microsoft Windows8.

Will Windows8 save the increasing decline of PC market? The answer is ' no '. Windows8 was pinned by Microsoft, to be launched in October, but the majority of business users and non-touchscreen device users, the Windows8 seems superfluous. Microsoft attempting to traditional PC interface and find a compromise point touch interface, at the same time meet the needs of two types of consumers, but Microsoft a hard time convincing the consumers pay for themselves do not need innovation of any kind.

In the recently leaked RTM edition Windows8 (code consistent with the official version), Microsoft no longer allows the user to set the system directly to the traditional desktop models to start, but only as a touchpad interface Metro (magnetic) start screen to start. One of IT managers in anger on Twitter said: "Windows8 start saving time, actually all looking into traditional methods on the desktop!"

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