(文/易方寒)早期的互联网创业者比较专注,百度的搜索、新浪的资讯、搜狐的娱乐、网易的游戏、腾讯的即时通讯、360的杀毒、乐视的版权内容、优酷的UGC、还有UC的移动浏览器都是在各自的领域有着非凡的成就。不过在今天,投资环境和市场格局悄然改变,专注性逐步减弱,“多元化”成为主流,“硬化”便成为一个重要标志。
互联网“心生杂念”
今天的互联网环境太复杂,不甘寂寞的互联网公司开始“心生杂念”,新浪经营着极具人气但是却不见“黄金”的微博,网易在杭州搞起了“生态猪”的生意,搜狐在SNS和微博双双败北之后又开始抢夺视频网站的烧钱生意,腾讯靠着最赚钱的名声在各个垂直领域痛下杀手,百度也将未来的突破点交给一个叫做“爱奇艺”的视频业务子公司…… 大家觉得主业务的边际效益递减,不如搞搞“第三产业”,或者“第N产业”,或许能够找到一块儿“蓝海”。
这种变化的原因在于,互联网的入口不再单一化,PC端的搜索、即时通讯、杀毒或可占据入口优势,但移动端的入口格局还未最终形成,而基于互联网的电视屏更是一块大蛋糕,互联网公司未来的竞争已经无法“简单化”。
适应复杂竞争的一个手段就是“硬化”。一是做手机,互联网公司做手机,小米是第一家,有着深厚互联网背景的雷军,利用其投资与炒作的雷霆手腕,把“小米手机”做的非常“互联网”。这不免引得腾讯、360等互联网大佬的眼馋,他们认为,谁也不比雷军的互联网精神差。于是,“霸王硬上弓”也要跟着小米“硬化”。
二是做电视,互联网公司做电视,乐视网算是第一家,在电视机存量市场,乐视TV播放机在市场占有量和用户数进展缓慢,未取得令人满意的突破。即便如此,乐视网依然勇敢的宣布“超级电视”时代的到来。
互联网的“大屏化”
“小米”不满足与做手机,雷军也要分去智能电视市场一杯羹,让自己的屏幕逐渐变大。有消息说,在智能手机市场站稳脚跟后,小米科技开始依托手机业务延伸周边业务,未来会做很多外围应用和增值业务、生态链尝试,智能电视成为小米的一个新选择。手机只能成为雷军生态链的一环。
小米手机的营销颇得“乔布斯”的真谛,于是在业界有了“雷布斯”;乐视网的颠覆日也成为“苹果化”的开端,于是有了“贾布斯”。如今中国的两位“布斯”先生可能要在互联网电视机顶盒市场“放手一搏”,“雷布斯”有着从小米到凡客、金山快盘、YY语音、WPS、多看等多款雷军系公司的软件支撑,“贾布斯”有着“平台+内容+终端+应用”的全产业链布局。小米的机顶盒如果是个“试验品”,“小米电视”很有可能已经在酝酿中。
“眼光”的畅想
“眼光”的含义是为成功者准备的。如果说“小米”手机目前的状态算是成功,那么雷军是有眼光的,最起码他培育了400万的小米用户,以及在业界的显著口碑,以及不断超越的“平民精神”。然而,在电视时代的雷军,是否能够演绎“小米手机”的辉煌?
乐视网的贾跃亭曾预言了“互联网电视机顶盒将引领客厅革命”,如今又定义了一个新的电视品类。做“超级电视”这件事,从声势浩大的“颠覆日”,到真象迷离的“代工厂”风波,在到近日爆出的“创新工厂投资”事件,一切都还在“憧憬阶段”,关于产品的任何信息都还是个未知数。如果说对乐视网来说,全新的生态和“颠覆”的模式是核心价值,那么对于用户来说,究竟能够得到与众不同的服务?机顶盒与“超级电视”的命运,是殊途同归,还是全面辉煌?


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