Wen / Xinxi Wang, according to Reuters, Xiaomi, Huawei, OPPO, and vivo are working together to create a platform that allows developers outside China to upload their apps to the application stores of these four mobile phone manufacturers at the same time. The platform is called “Global DevelopmentGDSA “, which is planned to be launched in March this year. The platform will initially cover 9” regions “including India, Indonesia and Russia.In this regard, several domestic companies have declined to comment.Behind the counter-measures of the three major factories: hurting the sense of crisis and GDSA’s official website information did not find the Huawei logo and link, Huawei is not among the members of this alliance.Xiaomi also revealed that the platform has nothing to do with Huawei.According to the latest news from Reuters, Huawei is negotiating with three mobile phone manufacturers, such as Xiaomi, OPPO and vivo, in order to join GDSA (Global Developer Service Alliance).From the introduction, GDSA was established to provide full-process services such as content distribution, development support, promotion operations, brand promotion, and traffic monetization for overseas and overseas developers. Currently, it provides India, Indonesia, Malaysia, Thailand, the Philippines, and Vietnam., Russia, Spain, and 8 countries.We know that after Huawei was included in the entity list last year, Google imposed a GMS ban on it and can no longer use Google GMS services including Google Play.Last year, the author pointed out the danger of Google ’s GMS service being cut off for Huawei: Google imposed restrictions on certain manufacturers, especially Samsung Huawei, which reduced the trust of Android manufacturers in Google. It will not only shake developers and mobile phone manufacturersIn fact, it also weakened the user’s trust in Android’s complete application service system, divided its own camp, and weakened the potential user increase of Google Apps.At present, the three major manufacturers have shown no intention to challenge Google, but in fact, from a deeper point of view, the manufacturers actually have a kind of sense of crisis to Google ’s GMS ban last year. They also need to have a spare tire plan, which means that Google isLosing its trust value in the hearts of Android manufacturers, and as the leader of the Android camp, the loss of Google’s trust value is dangerous.Because the stability of Android and the importance of market share to Google are self-evident, if the Android camp is divided, then Google’s core hinterland and profitability will suffer.At present, Google ’s main revenue source, advertising revenue ceiling, is now available. According to Google ’s fourth quarter 2019 earnings report, Alphabet ’s fourth-quarter revenue growth slowed to 17%, which is less than 20% in the same period last year.Facebook and Amazon continue to erode Google ’s advertising market share, according to data from the Prospective Industry Research Institute: Google ’s market share in 2019 is slightly lower than in 2018, and Amazon’s market share, which is dominated by e-commerce advertising, continues to increase to 8.8%.As advertising revenue slows, Google ’s desire to make money based on the Android ecosystem has become increasingly strong.For example, as early as the previous year, Google had pre-installed in Europe for the European market, such as Google Mail, Youtube, Google Maps, Gmail, etc. and Android phone manufacturers selling in the European market charged authorization fees.If Google wants to move around the ecosystem of Android, it will still hurt Android phone makers.This is why the current joint layout of the Xiaomi OV’s application distribution and aggregation platform is a kind of warming up under the crisis. After Huawei, the three major manufacturers are still worried that Google’s ban stick will fall on itself in the future. They needPlan ahead for the worst-case scenario in the future.This can be seen as a countermeasure by the three major factories to put pressure on Google and improve its own right of speech.After all, if Google ’s GMS service cannot completely lose the market user support of the Chinese mobile phone legion, China has already accounted for four of the top five mainstream Android manufacturers in the world today.The user plate and advertising revenue of the service will be a major blow. Therefore, the three major manufacturers hold together to make a new application distribution platform, and may still hope that Google can be cautious when it thinks about Android manufacturers.Coming back to the topic of these three alliances, the doubt in the industry is why Huawei is not among them?Some users know that the sales of the three Xiaomi OVs are at one level. If the profits are shared, the three Xiaomi OVs are equally divided, but Huawei’s sales are larger than the other three. If Huawei joins, the four may share the revenue. Huawei may feel a loss.If Huawei takes the big head, the other three companies feel a loss.It is difficult to accomplish the matter of interest.The author believes that there may be another reason for this: the current Google GMS ban is only for Huawei. If Huawei joins the alliance, the strategic intention of the four major factories to fight against Google will be obvious.For Xiaomi OV, Huawei has been restricted by the GMS ban. Based on the risk of survival overseas, it is necessary to lay out a spare tire plan outside Google’s GMS. Although the three major factories do not want to be restrained by Google, temporarily or not.Willing to offend Google.They may take a low-profile share of the overseas application distribution market without considering the alarm of Google.There is a possibility of copying the game of the hard core alliance. The industry knows that before the establishment of GDSA, the three Huawei OVs had a similar application alliance in the domestic market-the “hard core alliance”.According to the iResearch report, in the first three quarters of 2019, hardcore alliances accounted for 65.7% of China’s mobile gaming channel penetration, far exceeding the application stores of Internet companies such as AppBao (31.4%) and 360 Mobile Assistant (16.7%)..GDSA is similar to copying the domestic “hard-core alliance” gameplay overseas, that is, developers do not need to separately register application stores of various manufacturers, they only need to submit an app to GDSA once, and they can be used in the three major factories at one time.With multiple application stores on the shelves, it has certain appeal to overseas developers, because it is a model of centralized resource development at one time and multi-platform distribution, which improves the efficiency of application distribution and reduces the cost investment and waste of resources by developers.However, in the case where the overseas application market is almost monopolized by Google Play, it is almost impossible to replicate the success of the domestic hard-core alliance overseas.However, it is still possible to grab a share in some overseas regional markets.From the perspective of market share, the three manufacturers have reached 26% in the global market, nearly a third. In India, Southeast Asia, Russia and other domestic mobile phones covering large emerging markets, GDSA is equivalent to Google Play and Apple.The third largest traffic center outside the App Store, it allows overseas developers and publishers to reach more channel users more conveniently and one-stop.After all, the growth of overseas users of the three major factories is improving. Under the current situation where new mobile users are stagnating, it is more difficult for developers to make high growth on Google Play than in the past. In the Android and iOS camps,In addition, GDSA is an emerging potential market for application developers.The only problem is that developers need to add an additional application platform for development, which requires additional human and material resources and development, technology and other resources to invest. Whether the investment is effective enough remains to be seen.However, after all, for Android users in overseas markets, pre-installed Google GMS service is still indispensable, and it even determines which mobile phone users buy.Because of this, as one of the core components of Google’s GMS service, the Google Play application market has brought a lot of revenue to Google. In 2019, it achieved about 8.8 billion US dollars (about 61.47 billion yuan) in revenue. Of course, Google PlayThere is still a gap between Apple’s revenue and Apple’s.Apple’s App Store has an annual profit of about $ 15 billion (about 104.7 billion yuan) in 2019.The strategic intentions and challenges behind GDSA The three major factories are currently building new platforms. On the one hand, they are developing new revenue channels from hard to soft.Both Google and Apple have made a lot of money in software services, but Chinese mobile phone manufacturers still rely on hardware to make money.At present, the incremental space for mobile phone hardware has peaked, and planning for an application software distribution platform is also in due course.On the other hand, it can help domestic Android APPs go overseas. In addition, it can also introduce a large number of foreign APPs, enrich APP categories, and form a third-party software ecosystem.Its difficulty lies in how to agree with the developer to share the ratio and run the entire process of application exposure and drainage, download and installation, payment, and after-sales.Within the manufacturer, the three of them also need to consider how to balance their interests and expand the ecosystem.GDSA can still be said to be a loose and independent alliance form. For example, from the perspective of its game distribution method, the three major factories are the mode of channel intermodal transportation, which requires developers to access the platform ’s own SDK, but in the access stepIt keeps the same synchronization, and there is no need to access and maintain multiple SDs.In other words, each application store on the cooperation model has its own autonomy and is not subject to the unified scheduling of GDSA.But in fact, in the uncertain overseas markets, they need to establish a closer alliance form and unified scheduling to form a unified market expansion and operating model. If the market expansion process cannot form a joint force, it will be difficult to grab food from Google ’s mouth..In addition, the three major manufacturers need to consider how to quickly occupy the first wave of seed users and developers in terms of experience and ease of use, and triggering circle-level communication is the key.Because the biggest obstacle facing overseas markets is the difficulty of user habits.The Google GMS service is standard overseas, including Google Search, Gmail, Google Cloud Storage, YouTube, Google Play, etc., covering the vast majority of Android user groups in the overseas market. The ease of use created by Google services has not only benefited developersFavors also make it difficult for users to escape, and many users will even refuse Android phones without Google Play and Google services.Although the GDSA platform mode allows developers to upload applications to the platform at low cost, if application developers cannot make money, it is difficult to have a long-term retention rate.In the current situation, the three major factories may plan to allow the GDSA platform and Google GMS services to coexist, so that users in the overseas market have a process of gradual adaptation and familiarity, which also poses difficulties for mobile phone manufacturers.At the same time, it brings valuable and unique application content and services to users, so that developers can see profit prospects. Second, it needs to plan for the worst-if it excludes Google’s GMS service in the future,Is it possible to dominate overseas and provide an appropriate transition plan so that the user experience will not be greatly affected without Google GMS service, but this is almost impossible in a short time.In essence, in the face of the uncertainty of Google ’s overseas market in the provision of GMS services, the establishment of a new overseas version of the app store is intended to check and balance, and is also the B plan of the three.From a strategic perspective, after the mobile phone manufacturers become bigger and stronger, the fewer links that are subject to key services and technologies, the better. From the launch of Huawei’s HMS service to the Xiaomi OV’s GDSA platforms, these layouts are intended to goGoogleization, they all need to watch out for Google’s uncertain future ban constraints, and in order to enter the overseas application distribution market share a share, from hard to soft expansion of overseas markets, forming their own unique application distribution ecosystem, can also greatly increase user retentionSex.Offense is the best defense. The three have joined forces to counter the counter-attack and have gone the right way. But how to grow low-key in the application market led by Google and test the wisdom of the three major manufacturers.Author: Wang Xinxi TMT senior commentator declined to reprint this article without permission my micro-channel public number: hot micro-assessment (redianweiping).
What is the intention of Xiaomi OV to form GDSA, and how difficult is it to succeed?
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