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亚马逊进军手机市场的消息传了一年多,现在又传出一些新的动向。《金融时报》的消息显示,亚马逊正联合 HTC 合作开发“一系列”智能手机。报道称,这些设备不太可能会在今年发布,虽然其中一款机型已经进入“高阶开发阶段”。其中一个消息源声称,亚马逊智能手机的发布时间表已在此前作出更改,亚马逊有可能会决定不发布这款手机。

亚马逊和 HTC 都不予置评。但 HTC 的首席营销官何永生对该报表示:“我们一直都在很大程度上重点构建自己的品牌,但也非常乐于去运营商及其他科技品牌展开合作。”

于亚马逊:需要一个合作伙伴

软硬结合是统一用户体验的重要途径,厂商通过加强对硬件的控制有助于形成一个良性的生态系统。对于亚马逊来说,生产出一款手机不仅丰富了其内容载体,还可能对内容消费外比如零售业务服务形成拉动作用。总而言之,做手机非常符合亚马逊的商业逻辑。

亚马逊如果要做手机,无非会选择硬件销售或者内容反哺硬件两种模式的一种。前者是大多手机厂商普遍采取的方式,以苹果为代表。由于硬件是产品的主要竞争力,这种模式要求手机硬件足够出色,高价才能保证产品的毛利率。但作为市场的新晋者,亚马逊在手机研发的经验非常欠缺,特别是在竞争趋于白热化的智能手机市场,亚马逊要突出重围必须拿出足够竞争力的产品。而且不要忘了,涉及核心技术的专利会成为专利匮乏者难以逃避的巨大障碍,苹果、三星这些专利大户凭借专利武器在智能手机手机市场翻云覆雨,几乎没有专利储备的亚马逊显然难以与之抗衡。

因此,亚马逊进军手机市场需要一个在智能手机领域拥有丰富制造经验的合作伙伴,以规避风险。而这种合作颇类似于 Google 与华硕、LG 等品牌推出 Nexus 平板电脑和智能手机。

但是……HTC 真的是一个好的合作伙伴么?

于 HTC:可能弊大于利

HTC 与亚马逊合作的历史可以追溯至 HTC 代工时代。如果这项合作属实,这将是 HTC 第二次帮助非传统手机制造商进入智能手机领域。此前 HTC 与 Facebook 联合推出了所谓的“Facebook Phone”——HTC First,尽管廉价,但这款深度整合了 Facebook 社交功能的手机最终仅以 15000 部的销量悲惨收场。

有分析师表示,HTC 与亚马逊的合作能使得公司将重点放在相对占据优势的产品设计工作上,因此可能是个不错的战略。

但是,最大的问题在于亚马逊如果要做手机,很可能采用类似 Kindle Fire 一样深度定制的 Android 系统,而这将成为双方合作的最大阻力。作为 Google 领导下开放手机联盟(OHA)的成员,受限于 OHA 联盟的协议,HTC 无法生产不兼容的 Android 设备,Google 绝不会允许 OHA 成员运行一个 Fork of Android,去年宏碁阿里云手机的风波正是最好的案例。

很难想像 HTC 会为了一款合作手机挣脱 OTA,也很难想一贯封闭生态的亚马逊会放弃 Android 的深度定制。

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