盛大网络董事长陈天桥演讲稿
文章摘要：上海盛大网络公司董事长陈天桥在青岛CES主题峰会上做了一个题目为《整合就是创新》的精彩演讲，演讲主要分为两个部分，一部分是回顾了盛大网络五年的发展历程，另一个部分介绍了大家庭娱乐战略。
作为一个只有五年多发展历史的年轻公司，作为一个产业的新兵，我能够站在这里演讲，对我们来说不但是一种幸运，更多的还有一种诚惶诚恐的感觉。唯其如此，盛大更珍惜这次难得的参加CES展会的机会，也希望通过这次展会，能够寻找到合作伙伴和更多的机会。
今天我演讲的这个题目本身它并没有十分新奇的地方——整合就是创新。但实际上，整合创新是盛大五年多来的主要经验之一，在此，我将我们公司的心得和体会与大家来分享。
一、盛大五年来的发展
首先，简单跟各位领导汇报一下盛大五年来的发展。盛大从1999年11月成立以来，到现在为止总共有五年的时间，我们现在有2500名的员工，我们2004年实现了14亿人民币的收入。当然，跟坐我身边的张瑞敏先生每年1000亿的收入相比，我们还是一个小弟弟。过去的五年，盛大每年都实现了翻番的增长，我们希望在未来五年实现更大的增长。2004年5月，盛大在美国上市，目前，我们已经是中国最大的IT公司和网络游戏公司之一。
盛大的业务分成三块。第一块是内容，出了游戏之外，还包括我们在互联网上的其他应用和内容，如音乐、文学、信息服务等，盛大已经全面的通过SDE来进行覆盖。第二块是平台，这是一个能够为新的内容和应用，为在整个未来的互联网上的内容和服务推广提供支持的平台。第三块我们叫做SDS，它实际上是一个整合了家庭娱乐内容服务的一个消费电子平台，这就是为何盛大今天会出现这个展台上的原因。
二、技术创新是盛大发展的原始推动力
整个盛大的发展，我们最大的一点体会就是，盛大的发展源自于在技术上的创新。我们把娱乐软件一分为二，分为服务器端和客户端，创造性地解决了盗版问题。此外，再加上整个产业发展的天时和还有自身的努力，盛大在自身得到飞速发展的同时，也参与了中国数字内容产业的崛起。
回顾整个世界和中国产业的发展，尤其在互动娱乐媒体产业领域，我们认为，每一次飞跃本质上都是通过技术创新来实现。大家可以从图上看到，印刷技术的出现推动了报业的发展，无线技术的出现推动了广播业的发展，光影录像技术的出现推动了影视业的发展，计算机网络技术的出现推动了互联网产业的发展。所以说，技术创新对于整个娱乐消费的推动作用，是无可比拟的，在这一点上，盛大快速发展的例子已经完全证明了创新的作用。
三、整合就是创新，中国发展更需要整合创新
1、两种创新方式
创新既然如此重要，我们也不断地思考什么才是创新。我们觉得创新应该有两种，第一种是从无到有的技术创新，原来没有的技术，现在把它创造出来，比如很多的技术都是通过像英特尔这样的公司研究创造出来的。另一种我们称之为从无序到有序的整合创新。我们觉得在全球经济一体化的过程中，从无序到有序的整合是一种对中国企业更为适合的创新，这不但会是一个挑战，更是一个机遇。
我经常用农民和厨师的例子来形容两者的差别。以胡萝卜为例，农民做的事情就是把胡萝卜种出来，是从无到有的过程；而厨师则是把胡萝卜配上油盐酱醋等调料，再烧出好菜，这是一个从无序到有序的过程。我陈天桥做的胡萝卜就肯定不如一个一级厨师做出来的胡萝卜好吃。对于像盛大这样的企业来说，我们更加要重视的是一种像厨师一样的创新，我们在尊重农民价值的同时，更要尊重厨师的价值。所以，在中国，我们不但要尊重拥有自主知识的创造，尊重很多从无到有的创新，我们希望政府和产业界能够更多地关注从无序到有序的整合创新。
有一次，我参加了一个城市的未来五年的发展规划会，其中有一个人兴奋地说，我这个技术马上要研发完毕了，马上可以申请专利，只要政府再给我多少钱就能够生产出来了。当时边上另外一个企业家马上举手，他说这个专利在美国已经过期了，所有中国人已经可以免费地使用这个专利了。既然如此，我们为什么还要自己去研究？全球经济一体化给我们提供了透明的技术开发信息和完善的技术交易平台，我们需要有一种全球视野，要有一种整合的心态，因此，我们应该在这个社会上更多地关注和关心厨师的整合创新。
2、用户需求是整合创新的原动力
整合创新又是以什么为动力的？我们觉得用户需求才是整合创新的原动力。很多人可能会说这又是废话，每个人都会说市场为先导。然而实际上，我们生产厂家往往是从一个技术发展的角度，成本的角度，而不是从应用的角度来思考整个产业的发展。这边我想举两个例子。
第一个例子就是网络游戏。网络游戏有什么从无到有的创新？没有。我们就是基于C语言进行了编写，就是用服务器和PC作为硬件，没有什么从无到有的创新。它之所以能够真正崛起成为一个新的产业，就是因为它从用户角度出发进行了整合创新，满足了用户的需求。
第二个例子就是iPod。当我第一次拿到iPod的时候，我自己就叹了一口气，我认为，对于中国来说，对于中国的企业家来说，我们失去了一个非常难得的机会。这上面所有的技术和应用软件没有一样是中国企业做不了的，就是一块硬盘、一个软件再加上音乐的版权。但是我们在中国，如果有一家企业提出自己的这种想法，去申报专利的时候，可能就有很多人会嘲笑他，你不就是一个随身携带的硬盘和再简单不过的软件吗？在美国，iPod一个季度可以卖四百万，而在中国，PC销售厂商一年的销量业不过几百万台。
前面举的两个例子都是非常简单的整合创新。在中国，我们需要去认真地思考，由用户需求来推动和利用现有技术进行整合创新。
3、产业合作是整合创新的手段
同样是苹果的例子，我记得在一本杂志上看到，iPod的成功实际上是一个硬件、软件、网络、内容再加上服务的整合成功，这实际上就是一个纵向合作的成功。目前，随着全球经济一体化，纵向合作已经是完全可以期待的了，如果不主动地走出一步，如果不主动地寻求整个产业之间的合作，整合创新，或者说一个全新的产业发展机会可能又会失去。
四、整合创新将大力推动家庭消费电子的发展
接下来，我想谈谈我们是如何思考利用整合创新，来推动整个中国家庭消费电子产业的发展，如果我们的想法能够给各位一些启发，我们将感到非常的荣幸。
1、家庭客厅战略是全球消费电子公司战略发展的主阵地
大家可以看到，家庭的客厅战略是所有世界级家庭消费电子公司战略发展的一个主阵地。根据我们刚才的理论，用户需求是推动整合创新的原动力，我们需要知道用户在这个客厅里需要什么，我们拿什么去进入客厅。在这方面，用户需求我们总结实际上包括“应用更丰富、效果更完美、获取更自由、操作更简便”。我们认为，如果有一个产品能够满足这几方面条件，那么这个产品就能进入家庭。用户不会在意你的产品采用的是什么技术，后面接的是什么线，他只要了解这个产品能够为他带来什么好处就可以了。然而，我们实际工作中很少去思考说用户需要什么，而是沉溺在一个技术创新的怪圈当中。
2、变“成本为王”为“应用为王”
(1)用户有消费能力
这一块上面我们一直在讲一个概念，要真正地将成本为王变为应用为王。同样的，这句话有很多人也在讲，但是在实际工作中，真正能够做到这一点的不是很多。比如数字电视产业，当初我们在整个中国寻找合作伙伴、商讨合作机会的时候，我们发现他们都有一个基本的观点，就是说六百到八百块钱的机顶盒是符合中国人的消费能力的，如果超过这个价格，在中国就是没有市场的。我非常希望和大家探讨的是，为什么卖两三千块钱的DVD能够卖这么多？甚至把国外的DVD芯片买光了？为什么一块硬盘(指iPod)在中国可以卖到三千到四千块钱，还有这么多人去买？为什么手机卖三千到四千块钱，在中国能够卖几亿台？
今天多普达的杨兴平杨总也在这里。当初多普达的手机刚出来的时候，要8000多块钱一台，我一口气买了20多台送给我手下的员工，我说你们要好好研究，这可能是未来的一个发展方向。从这个角度来说，中国人是具有消费能力的，关键是缺少能够满足消费者应用需求，能够让消费者掏钱的产品的。
(2)整合推动商业模式上继续创新
在中国，我们之所以会有这样一个机顶盒只能卖六百到八百的结论，可能更多的是借鉴了美国的商业模式。在美国有很多的消费电子公司，比如著名的Tivo公司，他们往往采用赠送的方式来推广他们的产品，然后通过每月的月费来取得收入，争取在半年到一年的时间内实现整个投资的收回，这种方式在美国、在日本都是一种非常有生命力的商业模式。在中国，有线电视的月费是十块钱、二十块钱，宽带的月费是一百块钱，所以很多人会想，可能取个中值的话，就是五十块钱，这样一年可以收回投资。按照这个逻辑，这六百到八百块钱的定价在商业模式上是成立的。
但是我觉得整合创新本质上是一种商业模式的创新。在美国已经被证明成熟的商业模式，在中国是不是一定适用，为什么呢？第一，现在的全球采购价格其实是透明和统一的。Intel的杨总不会因为我们是发展中国家而给我们便宜的价格。但是全球的购买力是有差别的，在美国三百美金的盒子是可以赠送的，因为他们的购买力高，每月可以收回五十美金的月费。在中国，三百美金的盒子是赠送不起的，因为中国的购买力低，每月只能收回50人民币的月费。因此，我们在全球的采购价格成本相对固定，而我们的购买力又存在很大差异的情况下，来这样决定中国采用同样的模式，我自己感觉这个模式是值得商榷的。
第二点，我也很想从我们做内容和服务的角度来探讨。中国用户目前为止对内容服务的消费习惯还没有培养起来，中国人更偏重于购买硬件。索尼的朋友跟我讲起过一件事，说大家还在使用VCD的时候，一部片子分两张碟片，一共是二十元人民币；在大家使用DVD的时候，一部片子可以装在一个盘里面了，它的价格就是十块钱。消费者是通过光盘的数量来确定价格，而不是按照里面有多少内容来确定的。我当时听了这个例子以后，就觉得在中国内容的消费习惯还需要经过一段时间的培养。
因此，我认为，按照“软贴硬”，按照服务月费补偿硬件的消费是可能可行的，但如果把它当做是唯一的、主流的市场定位，那就是值得商榷的。
(3)互联网已经培育了成熟的商业模式
既然是应用为王，最重要的应用在哪里？我觉得能够让用户付费的内容实际上已经存在于互联网上了，互联网已经培育了非常成熟的商业模式。我们看新闻，我们就得忍受新浪的广告，广告成就了新浪的半壁江山；我们玩游戏，就得买点卡等等。从这个角度讲，互联网是一个成熟商业模式的提供者，在这方面上我们觉得将成本为王变成应用为王，客观上是可行的。
(4)宽带的互动性和有线网的丰富内容使整合在技术上成为可能
同时，我们说宽带的互动性和有线网的丰富内容使得这种整合在技术上是非常可行的。我们公司提出一个概念，叫做小步快跑，当我觉得如果现在能够解决一个问题，那我们就应该要去解决这个问题，我们不能因为说为了等待解决下个问题而不去解决当前的问题。同样的，我们实际上应该去利用和整合宽带的互动性和有线网的丰富内容。不是说要等到有线网完成数字改造，要等到宽带普及到某种程度，我们再去做。等到那个时候，盛大就失去了国内竞争的基础。我们只有小步快跑，培育用户的习惯，整合现在已经成熟的技术才是我们变成本为王到应用为王的基本思考。
五、整合创新的盛大家庭娱乐战略
1、从电视内容网络化到网络内容电视化
既然我们说应用为王，那么盛大是如何来具体解决这些问题，是如何提出家庭消费战略的解决方案的呢？我们认为，无论是IPTV还是数字电视，在狭义上来说，都是电视内容网络化。在电视内容网络化过程当中，我们实际上会碰到很多的问题，包括传输标准问题，内容的丰富性问题，商业模式的成熟性问题，尤其是技术标准的确立，它本身就是一个从无到有的一个技术创新，是一种新标准的创新。
而盛大提出的是网络内容电视化，就是把已经成熟的网络内容，通过一定的改造，放在电视机屏幕上，用一个更简便的方法显示出来，让一些不会使用网络、一些不想上网的人，拿着遥控器就可以在电视上就能显示网络内容。这就是整合创新。
所以我们提出我们的盒子要基于宽带互联网的娱乐内容，要能显示在电视机上，要基于PC的开放式架构，要操作简单，要高性价比。在未来，如果有企业能提出更好的架构，盛大也非常愿意在第二代的盒子里面做出更新的架构。不过盛大既然是小步快跑解决问题，考虑到操作和性价比的问题，我们目前还是采用了更符合实际情况的PC架构。
2、盛大在整个产业中的定位
这样大家就会问一个问题，说盛大不是一个互动娱乐提供商吗？不是一个互动娱乐媒体吗？难道你就开始进入硬件了吗？我在此，也特别想借这个机会跟消费电子的同仁交换一个观点，盛大的核心竞争力永远是内容和服务。在前期，曾经有很多消费电子厂商来找盛大，说能不能把你们的游戏放在我们的盒子上？由于当时几乎所有的厂商都是600-800的弱盒子，没有芯片，没有硬盘，没有内存，没有WINDOWS，所以从技术上来说，这是不可能的。那么如何才能让一个更加互动，性能更强的内容在电视上面展现？我们开始主动从内容和服务出发，寻找了一些业界领袖企业来帮助我们实现一个基于服务内容的整体解决方案，比如Intel、ATI、Inventec、GIGABYTE,PHILIPS等。
所以在演示图上大家可以看到，黄颜色的部分是盛大最关注的方面，包括是游戏、音乐、电影等内容，以及市场，销售，技术保障，客户服务和用户管理等服务平台。同时，盛大有一个专门的部门SDS来提供一个整合娱乐内容服务的消费电子平台，我们将会把这种平台(解决方案)提供给我们的硬件生产厂商，来进行共同的生产、销售和服务。
1)、内容的准备
在内容领域，实际上除了盛大的自有的内容以外，去年盛大上市所融到的4.5亿美金，我们全部用于购买了网络内容上。除了原有的游戏以外，我们还有文学、音乐、信息服务等内容。现在还有很多人在传言，说盛大会通过盒子让网络游戏要进家庭，我在此宣布一下，盛大的网络游戏一定要进入家庭，但是进入家庭的一定不是大家认为的像《传奇》那样以PK、升级为主的第一代网络游戏，而是以休闲、益智、棋牌和自然交互式游戏等类型游戏为主进入家庭。
2)、平台的准备
在服务平台方面，我们已经花了两年的时间进行了整个服务平台的建设，到现在为止，整个服务平台已经包括了技术支持、客户服务、销售渠道、用户管理和市场推广。我们在全国有14000台服务器和25G独享带宽来支持内容的发布，有317000个销售终端来销售内容，有400个专业人员提供客户服务，有270万同时在线用户在进行付费娱乐。这些平台最早是由盛大的网络游戏带来的，现在我们要把它用在整个家庭的消费平台上面。
3)、硬件的准备
在硬件上面，我刚才已经讲到，在很多合作厂商的帮助下，我们实际上已经完成了对盒子的基本定义，这个定义我们叫做：第一、硬件外观家电化，一个PC机是不可能扛进客厅的，我们已经把它压成DVD大小的，更为家电化的形状；第二、输入方式要简易，现在不需要使用任何的键盘，只要使用有盛大自己专利、委托飞利浦生产的遥控器就可以实现输入，这个遥控器上面集成了盛大所有的服务；第三、技术标准国际化，如果PC机进入到客厅，你的噪音非常的大，你的散热出问题，这样是会被赶出客厅的；第四、家电接入多元化，要能够跟任何的电视机或者其他的家庭进行整体的整合，比如音响和数码相机，数码相机里面的照片就能直接导进盒子里面。
在整个的CES展会上，我们已经展出了产品模型和解决方案，在这边也特别希望大家能够光临盛大展台，能够给我们提供更多的合作的机会。
最后，我想在这里还是要表一个态，盛大作为一个以提供内容、服务和解决方案为主的公司，盛大希望自己能够为整个中国消费电子产业的发展尽自己的努力。中国消费电子产业是一个大萝卜，前面已经有很多老爷爷老奶奶花了很多力气在拔萝卜，盛大愿意在整个拔萝卜的过程当中，扮演一只小老鼠的角色，跟在各位消费电子前辈后面，共同开拓中国这样一个巨大的、有生命力的市场，并且借助这个机会共同进军海外，拓展更为广阔的市场，谢谢大家！
Royal network president Chen Tianqiao speech
Abstract: Shanghai royal network company chairman Chen Tianqiao in Qing Dao CES summit made a subject of" integration of innovation" wonderful speech, speech is mainly divided into two parts, one part is a review of the royal network development course of five years, another part of the big family entertainment strategy.
As one of only five years of development history of the young company, as an industry recruits, I can stand here and lecture, to us is not only a kind of lucky, more a with profound respect and humility. Only its are such, grand more cherish this rare opportunity to attend CES to exhibit meeting, also hope that through this exhibition, to find partners and more opportunities.
Today I lecture the topic itself, it is not very strange place -- Integration innovation. But in fact, the integration of innovation is a grand five years one of the main lessons, here, I will be our company's experience and experience and everybody to share.
One, the grand development in recent five years
First of all, simple with the leaders on the grand development in recent five years. Royal from 1999 since its establishment in November, up to now a total of five years, we now have 2500 employees, we achieved in 2004 1400000000 yuan income. Of course, like sitting beside me Mr. Zhang Ruimin 100000000000 annual income, we are still a little brother. The past five years, the grand annual achieved the double growth, we hope that in the next five years to achieve greater growth. In 2004 May, a grand listed in the United States, at present, we have is China's biggest IT company and company of network game.
Big business is divided into three. The first piece of content, the outside of the game, but also our on the Internet with other applications and content, such as music, literature, information services, Shanda has been fully carried out through SDE coverage. The second block is a platform, which is a able to provide new content and applications, for in the future Internet content and services to provide support for the platform. Third we called SDS, which is actually a integration of family entertainment content services to a consumer electronics platform, which is why the Royal today will appear on the exhibition of reason.
Two, technology innovation is the original driving force of big development
The entire Royal development, our greatest a bit experience is," derived from the development of the technical innovation. We have one divides into two. Entertainment software, divided into server and client, and creativity to solve the problem of piracy. In addition, plus a whole industry development timing and their own efforts, the grand in its rapid development at the same time, also involved in the rise of digital content industry in china.
Review the whole world and China's industrial development, especially in the field of interactive entertainment media industry, we think, every leap is essentially through technological innovation to achieve. We can see from the chart, printing technology to promote the development of press, wireless technology has promoted the development of the broadcasting industry, light video technology has promoted the development of movie industry, computer network technology has promoted the development of Internet industry. Therefore, technological innovation for the entire entertainment consumer role, is there is nothing comparable to this, at this point, the grand rapid development examples have been fully demonstrated the role of innovation.
Three, integration innovation, development needs the integration and innovation of China
1, two kinds of innovation
Innovation is so important, we also continue to think about what is innovation. We think innovation should have two kinds, the first kind is from technical innovation, the original no technology, now it is created, such as many of the techniques are by companies like Intel Research created. Another called from disorderly to orderly integration innovation. We feel that in the process of global economic integration, from arrive without foreword orderly integration is a kind of Chinese enterprises for innovation, which will not only be a challenge, is an opportunity.
I often use the farmers and chefs examples to describe the difference between the two. Carrot as an example, the farmers do is the carrot seed, is the process from scratch; and the cook is the carrot with oil and salt vinegar sauce and other spices, and cooked dishes, it is a process from disorder to order. Chen Tianqiao do carrots will certainly not as a primary cook carrots delicious. As the Royal such enterprises, we must pay attention to is a cooker innovation, we respect the value at the same time, to respect the chef's value. Therefore, in China, we should not only respect the own intellectual creation, respect a lot from innovation, we hope that the government and industry to be able to pay more attention to from disorderly to orderly integration innovation.
Once, I went to a city in the future five years development plans, one of them said excitedly, I this technology immediately to the completed research and development, can immediately apply for a patent, as long as the government can give me much money can be produced. When the edge of another entrepreneur immediately hands, he said the patent in the United States has expired, all Chinese have free use of the patent. If so, why should we go to study? The global economic integration has provided us with a transparent development of information technology and perfect technical trading platform, we need to have a global view, there should be an integration of mind, therefore, we should be in the society to pay more attention to and concern for cook's integration and innovation.
2, the user needs is to integrate innovation impetus
Integrated innovation is what power? We think that the user needs is the integrated innovation impetus. A lot of people may say this is nonsense, everyone will say the market as the guide. However, our manufacturers are often from a technology development angle, the angle of cost, rather than from the application perspective of the development of the whole industry. Here I would like to give two examples.
The first example is the network game. Network game what have innovation? Not. It is based on the C language were prepared, is to use the server and PC as the hardware, there is no scratch innovation. It can really become a new industry, because it is from the user perspective of integration innovation, to meet the needs of users.
The second example is iPod. When I first got the iPod, I sighed, I think, for China, Chinese entrepreneur, we lost a great opportunity. This above all the technology and application of software is not the same as Chinese enterprises can not do, is a piece of hard disk, a software plus music copyright. But we are in China, if a company put forward this idea, to declare the patent when possible, there are a lot of people will laugh at him, and you don't is a portable hard disk and simple software? In the United States, iPod a quarter can sell four million, while in China, PC marketing year sales industry but millions.
For the previous two examples are very simple integration innovation. In China, we need to think seriously, the user needs to promote and use existing technology integration innovation.
3, cooperation of industry integration and innovation means
The same is Apple's example, I remember that in a magazine to see, the success of the iPod is actually a hardware, software, network, content and service integration successfully, this is actually a vertical cooperation success. At present, along with the global economic integration, vertical cooperation is already can be expected, if not actively going one step further, if not actively seek the cooperation between industries, integration and innovation, or a new industry development opportunities may be lost.
Four, integration and innovation will vigorously promote the development of domestic consumer electronics
Next, I want to talk about how we are thinking about the utilization of integration and innovation, to promote the whole family in China the development of the consumer electronics industry, if our thoughts can give you some inspiration, we will feel very honored.
In 1, the family living room strategy is a global consumer electronics company strategy development main position
As you can see, the family living room strategies are all world-class home consumer electronics company strategic development of a main position. According to the US just theory, the user needs is to promote the integration and innovation the driving force, we need to know the user in the living room to need what, what shall we go into the living room. In this context, user demand we summarize actually includes "the application of more rich, more perfect effect, obtain more freedom, more simple operation". We believe that, if a product can meet these conditions, then the product can enter the family. The user will not care about your products used what is technology, followed by what is the line, as long as he knows the product can bring him what benefits can. However, in the practical work we rarely think that what the user needs, instead of indulging in a vicious circle of technological innovation.
2," cost is king" as "the application of king"
( 1 ) the user has consumptive capacity
This block above we have been speaking to a concept, to truly will cost the king into application king. Similarly, this sentence has a lot of people are talking, but in working actually, really can achieve this point is not many. For example, digital TV industry, we in the whole of China looking for partners, to discuss cooperation opportunity, we find that they all have a fundamental point of view, that is six hundred to eight hundred dollars to the set-top box is in line with the Chinese people's consumption ability, if more than this price, in China there is no market. I very much hope and everybody discussion is sold for two thousand or three thousand dollars, why the DVD can sell so much? Even the foreign DVD chip sold? Why a piece of hard disk ( iPod ) in China can sell three thousand to four thousand dollars, there are so many people to buy? Why mobile phone to sell three thousand to four thousand yuan, can sell hundreds of millions in China?
Today the Dopod Yang Xingping Yang is here. The original Dopod mobile phone just comes out, to more than 8000 pieces of Qian Yitai, and I bought more than 20 units for the staff, I said you should study, this may be a future development direction. From this perspective, Chinese is the consumption ability, the key is to lack can meet consumer applications, allowing consumers to buy the product.
( 2) push the business model innovation to continue
In China, we will have such a set-top box can only sell six hundred to eight hundred conclusions, is probably more to the United States business model. In the United States there are many consumer electronics companies, such as the famous Tivo companies, they often use give way to promote their products, and then through the monthly fee income, for the six months to a year of time to achieve the investment recovery, in this way, the United States of America in Japan is a very the vitality of the business model. In China, the cable TV fee is ten yuan, twenty yuan, broadband fee is $one hundred, so a lot of people think, may take a median word, is fifty yuan, a year to recover the investment. According to this logic, the six hundred to eight hundred yuan pricing in commercial pattern is established.
But I think the integration and innovation in essence is a kind of business model innovation. In the United States has proven to be a mature business model, is it right? Be applicable in China, why? The first, now the global procurement price is transparent and uniform. Intel Yang will not be because we are developing countries and give our cheap price. But the global purchasing power is different, in the United States $three hundred box can be given, because of their high purchasing power, can recover the $fifty monthly fee monthly. In China, a $three hundred gift box is remarkable, because China 's purchasing power is low, only to recover 50 yuan monthly monthly. Therefore, we in the global procurement price cost is relatively fixed, but our buying power and there is great difference in case that decided China, using the same model, I feel this is debatable.
In second, I also want to do content and services from our perspective. Chinese user date on content service consumption habits have not developed, Chinese prefer to purchase hardware. Sony 's friend told me one thing, that you are still using VCD, a film consists of two discs, there is a total of twenty yuan; in all use DVD, a film that can be loaded in a disc inside, its price is ten dollars. Consumers through the disc to determine the number of prices, not according to how much content to determine. I was listening to this example, that in China the content consumption habit need after a period of training.
Therefore, I think, in accordance with the " soft paste hard", according to the monthly service fee compensation hardware consumption is plausible, but if it is the only, the mainstream market positioning, it is debatable.
( 3) the Internet has grown mature business model
Since the king application, the most important application in where? I feel able to allow users to pay for content actually already exist on the Internet, the Internet has created a very mature business model. We watch the news, we have to put up with Sina's advertising, advertising the achievements of sina's half of the country; we play the game, you'll need to buy a card and so on. From this perspective, the Internet is a mature business model providers, and in this regard, we feel that will cost the king to become king application, the objective is feasible.
( 4) broadband interactive and wired network rich content to make integration technology become possible
At the same time, we say that the broadband interactive and wired network rich content makes this integration is technically very feasible. We present a concept, called the small run, when I think if we can solve a problem, then we should go to solve this problem, we can not because of said to waiting to be solved next problems not to solve the current problem. Likewise, we should actually go to the use and integration of broadband interactive and rich content of cable network. Not until the cable network to complete the digital transformation, wait for broadband access to a certain degree, we go to do. Until that time, the grand will lose the domestic competitive basis. We have only a small run, cultivate the habit of the user, the integration is now mature technology that we become the king to King application basic thinking.
In five, the integration and innovation of the royal family entertainment strategy
1, from the television network to network television
Since we said application king, then grand is how to specifically address these problems, how to put forward household consumption strategy solution? We believe, whether it is IPTV or digital television, in a narrow sense, is a television network. In the TV content networking process, we will encounter a lot of problems, including the transmission standard problem, rich content, maturity of commercial pattern problem, especially the establishment of technical standard, which is itself a scratch a technological innovation, is a new standard for innovation.
(责任编辑：演讲网 yanjiangcn)
