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Abstract: Dr. Wu, "the wave of the summit" as a record of the most clear global information technology industry, most complete reading experience is the best book, watercress can get 9.1 points can be described as deserved. Surging wave of information technology for three decades, each of us is more or less influence and change it. Through this "top of the wave" can help us to form a complete map of the global information technology industry. Because the content is too full, so carefully read divided into two parts. Data in this chapter to understand we are familiar with Apple, Microsoft and Yahoo, the three companies have been or still is, the peak of the Internet-goers. Whether you work in the IT industry, which is living in today's information age, every young person should have read the works.
table of Contents
01 Jobs and his Apple
02 PC king Microsoft
03 Piece era of Internet navigation Yahoo!
01 Jobs and his Apple
1. more than just iPhone
Most people know about Apple or Steve Jobs should start from the iPhone. Remember the times in 2009 that would just go to college or Nokia dominate the mobile phone industry. Walking down the street more than 90 percent of all Nokia mobile phone in his hand. Later, with Steve Jobs about the iPhone turned out to detonate the mobile phone industry, making the phone call is mainly used to originally become our side now can not do without the necessities of life.
If you think Apple only subvert the mobile phone industry, you may not know enough about Apple. Not just the mobile phone industry, Apple personal computers, animated movies, music, tablets and digital publishing has had a disruptive change.
2. PC field
Because "create and develop personal computer industry," Jobs became the Academy of Engineering, the only one not read at least one year of college.
In 1976 Steve Jobs developed the world's first no monitor, no sound, not even the memory of PC Apple 1. Not so much a computer as it is the board put a keyboard more vivid. Such a simple Apple basically losers can not do, can only exercise program and play some games. But the second year, Apple 2 successfully developed in the 1980s had sold several million units, creating a true sense of the personal computer era.
Apple Mac computers was born in 1984, which is the world's first ordinary people can afford has an interactive graphical interface, using the PC mouse. Not only that the Mac operating system was DOS system ahead of a whole generation. Speaking DOS system even if a professional engineer no law pleasant to use it, let alone ordinary people. Because anything you want to be executed by the command, compared to memorize complex commands most people still prefer the graphical-and-click operation. At the time, Mac and now Windows is to use an interactive graphical interface operating system. But you should be hard to believe that innovation known to the world of Apple has been the most serious industrial history of the robbery. Because Mac computers, interactive graphical interface is not Apple's original, but Steve Jobs visited the United States after the theft of a technical Xerox developed an interactive graphical interface and mouse.
3. The field of animated film
Jobs in itself is a very controversial person. Although creating Apple, but the company's management was halfway off, and finally came back to Apple. It can be said Jobs is Apple's ups and downs in life's ups and downs.
Jobs persuaded Pepsi president of the beginning of Sculley as Apple's CEO, spoke at that time widespread that sentence: you are going to sell sugar water for life it? Or to change the world to do with me? At first the two have worked relatively smoothly, and later for various reasons such as business differences make the two conflict, and ultimately the Board of Directors to support Sculley and Steve Jobs kicked out of Apple.
Jobs left Apple's entry into the animation industry, bought the "Star Wars" director Lucas founded an animation studio from Mingpikesi. Pixar produced the "Toy Story" series of films, and Disney cooperation and a lot of good animated film. Later, though Pixar was acquired by Disney, Steve Jobs has nearly 7% stake in Disney, the largest individual shareholder of Disney.
4. music
In 2001 Apple developed the iPod and iTunes software and the corresponding online store, which is Apple's first successful non-computer products. Although the market for the first year only 13 million subscribers, but by 2009 the number of users of this product to 250 million, bringing huge profits to Apple at the same time subvert the entire music recording industry. In 1999 global sales of recorded music CD is $ 40 billion, by 2009 CD has disappeared, the entire music market is only $ 20 billion. It can be said because of the emergence of the iPod let the music become cheaper, so that more people enjoy the music brings wonderful experience.
5. phones
2009, or such as Nokia and Motorola mobile phone manufacturing companies in the world. As the demand for mobile phones is increasing, we just want the phone to make calls, we also want the phone to be able to watch TV, Internet, music, photography and so on. Thus began the rise of smart phones. The first BlackBerry smartphone, followed by Nokia, but their phones did not get rid of the shackles of traditional phone, and the phone is just a mailbox. Until Steve Jobs enter the mobile phone industry, mobile phone + iPod + TV + Internet computers, etc. into one, directly subvert the entire mobile phone industry.
6. Apple's ups and downs
Jobs left Apple still greater achievements earned pours in the field of animated films, but Steve Jobs left Apple continues to decline.
In 1990, Microsoft launched Windows 3.0, making the PC compatibles also has a good interactive graphical operating system. Microsoft hit the market Apple is the defeat loss to lose almost sold to IBM and Sun. In desperation once again invited Steve Jobs return to Apple. Steve Jobs took over Apple's drastic cut 70 percent of its products, lay off more than 3,000 employees, 14 production lines will be reduced to four. After a series of dazzling Sao operation rescued Apple from the dead line, and the second year to achieve $ 300 million profit.
7. a pursuit of the ultimate craftsmen
If you use three words to describe Steve Jobs, it is simple, and the extreme focus. Jobs's home is a large Spanish-style architecture, the huge room but only dining table and two chairs, plus the living room of a Bösendorfer grand piano. Though the family moved several times, the same is very little furniture, the same piano, that's the way he lived, simple, small amount and focus.
Jobs return speech said: Our goal is not just to make money, but to create great products. He is a real pursuit of the ultimate craftsmen. One example can be seen in the ultimate pursuit of the spirit of Steve Jobs. After the return of Steve Jobs has developed a home desktop computer iMac. At that time in order to allow the entire case looks more elegant and dynamic, Steve Jobs ready to adopt the translucent plastic shell, but the shell of a single cost is more than three times the normal computer housing. If other companies will certainly demonstrate whether it is worth the investment, whether to help increase sales of products, but Steve Jobs has never needed proof here.
Jobs always adhere to the design and manufacture of unity. For most companies, the initial design and manufacturing may be far from final. If we now have a talented designer designed a fantastic product, real time manufacturing production since the discovery of the production process and other reasons lead to the production out of something very different and was originally designed. Exquisite creativity and outstanding design will be lost in the manufacturing process them. So most of the time engineers tell the designer to create what kind of components, and designers to design based on existing components. But Apple is not the same. Jobs First, determine the design, something to tell you what you want. Behind the production process will be strictly according to Steve Jobs designed to manufacture a variety of components. Initially designed to look like, end up with is that way. Really play design charm. Steve Jobs is the excellence of the product concept, the achievements of the iMac series of extraordinary competitiveness. In 1998 iMac sold four months he sold the 80W units, Apple has become the fastest selling computer history.
Apple's fair to say that each of the products may not be original. Mac computer interactive graphical operating system is copied from Xerox, iPod MP3 already appeared before the bad street, iPhone is not the first smartphone, Microsoft has done before iPad-like tablet PCs, but Apple is indeed the last laugh the most important reason is that Steve Jobs reached a pinnacle of the realm of technology and art combining to each product to achieve the ultimate. Is this not another innovation it?
8. Steve Jobs is not really a good person
While Steve Jobs is an extremely successful inventor and entrepreneur, but not really a good person. Apple was founded early, Jobs for thousands of dollars to deceive myself honest honest partner Wards. In his opinion friendship is so cheap, which is why Steve Jobs's life have no close friends.
Jobs, though they have more than eight billion dollars in wealth, but only to help his parents pay off hundreds of thousands of dollars in loans, in addition to any contributions. In the American system of values is important is not how much money you earn, but how much you donate money. For example, we are familiar with Carnegie, Rockefeller, Warren Buffett, Bill Gates, and so on.
Jobs can not be considered more a competent father. Apple's early years, Steve Jobs and his girlfriend gave birth to a child, but Steve Jobs completely escape his father's responsibility, abandoned the child. In addition, Steve Jobs character is extremely violent, often extremely outrageous words and deeds, not very flattering. So American man on his evaluation is not high.
9. Today's Apple
Today, Apple remains one of the world's most valuable company, but there is no Steve Jobs of Apple has lost its soul, and have lost the ability to continue to introduce stunning products. We should strongly about this. The death of Steve Jobs as the iPhone 4 is still the classic of classics, iPhone series of basic and innovative missed after a year on refurbished phones to cheat old customers money, but also sad.
02 PC king Microsoft
1. PC industry Hutch
Microsoft's Windows operating system, an interactive graphical interface absolutely aspirations personal computer operating areas. Although Apple's Mac computers is the first interactive graphical interface has a personal computer, but eventually occupy most of the PC operating system market share is indeed Microsoft. This is the Microsoft PC and Apple in the field of battle planes.
In 1981 Steve Jobs and Bill Gates just listed a year to discuss cooperation matters spirited. Steve Jobs to Bill Gates demonstrated the interactive graphics system and mouse ready for Mac computers, Bill Gates wants to develop software for the new system. Gates first sight Mac system to understand this N times stronger than at the time DOS systems. While Jobs is arrogant, out of the conditions are very harsh, but Gates still agreed this cooperation, because his purpose is this new operating system.
Microsoft's Bill Gates returned after quickly begin to regain control of the operating system, mainly to do three things: First, on the surface as Steve Jobs Mac computer software development, but the real skill is to learn Mac system in order to develop their own after graphical operating system; then, and IBM to develop OS / 2 operating system, the training of its ranks with IBM while restricting the power of Apple; last, quietly developing its own graphical operating system Windows. Although the beginning of Windows and Windows 2 are 1 failed, but later continuous improvement ultimate success.
2. victory over Apple
Microsoft eventually won the battle and the operating system of Apple's Steve Jobs is the most important reason to monopolize the hardware to the operating system market as a whole, and take the road closed. Even now, we know that Apple's computers and operating systems are self-contained. Jobs refused to open Mac computer technology, all want a share from a PC compatible computer manufacturers push to IBM and Microsoft.
Since opening the IBM PC, compatible getting cheaper, so that more and more people can afford to buy PC, which allows DOS compatible system on the market share far ahead. Mac system is good enough, but expensive, so less people. Rely on the support of a large number of users, Microsoft is a firm foothold in the operating system market.
Microsoft and Apple to win the real battle of the operating system is Windows 3.0 come out. Windows 3.0 has great significance, and truly let the majority of users via a mouse click you can use computer graphics, which also accelerated the proliferation of computers. Not only that, because you can make all the open software developers to maximize the use of hardware resources, development of all types of software. Not only that, but also greatly stimulated the hardware manufacturers continue to improve hardware performance. Interaction behind Microsoft and hardware manufacturers will be illustrated by the classical laws of the IT industry in Moore's Law and Andy Beer's law in detail. Because of the open ecosystem so that Microsoft built the entire computer industry, and the most upstream of the ecological chain is Microsoft.
Apple would like to occupy the entire operating system to computer hardware ecosystem, leaving no niche to someone else, make Microsoft and Apple operating systems struggle into a struggle and the world of Apple, which is Apple not beat Microsoft in the operating system root cause. Even more interesting is the mobile Internet era, Apple still its own way, Apple OS and Google Android, the struggle became a struggle and the world of Apple, which is also in Apple's mobile operating system can not overcome the underlying causes Google. This detailed analysis will tell Google is behind the times.
3. increasing moat
Monopoly operating system is the first step in building IT Bill Gates empire. Later, Microsoft Office software eliminated the production of two big companies, as well as the production of the United States Netscape browser, the most profitable applications caught in their hands.
Have to say here is that the United States and the Netscape browser wars. Internet was just emerging, so the need for a common Web browser. 1994 launch of the popular Netscape browser. Microsoft's Bill Gates realized by controlling the people can not bypass the operating system to control the entire computer industry. The browser is the only way leading to the Internet, it is done. Later, Microsoft introduced IE browser bundled free of charge to users directly on the Windows operating system. Although the Netscape browser is useful, but how play-off Microsoft's monopoly operating system? Since then no PC client software dared to challenge Microsoft. By most profitable office software and browser software caught in their own hands, Microsoft is increasing its own moat, continue to consolidate their monopoly position.
4. Continual failure
Although Microsoft won the browser wars, but IE did not get enough attention. IE was later downgraded to a Windows application, the decline in importance from a strategic level to the tactical level, paving the way for the later failure in Microsoft Internet competition.
First look at Microsoft and Yahoo dispute. Yahoo Internet sector rapidly emerging as the world's most popular websites. Yahoo later on there will be a special chapter of One Piece era of Internet navigation Yahoo detail. Gates set up MSN into the Internet. Yahoo continues to use advertising revenue to subsidize the user, to provide users with a variety of free services, creating a free, open internet and profitability of the new model. But Microsoft is still in the PC era, always wanted to selling something to the user, the result is the number of users of MSN Yahoo far behind. Yahoo e-mail and Web portal success victory over Microsoft.
Then take a look at Microsoft and Google battle. Meanwhile Google get huge revenue through advertising search market. Microsoft's loss of $ 2 billion per year continues to burn, fully engaged in the search market, and ultimately defeat.
Finally, take a look at Microsoft and Apple dispute. Later, Steve Jobs return to Apple i-series users more and more, especially after entering the era of smart phones more and more people spend time on the phone, Microsoft's operating systems have become dispensable, thereby using Microsoft products users continue to decline. This we should emotionally, you may one day does not turn on the computer, but you can not day without using the phone. Later, Microsoft's acquisition of Nokia's mobile phone business, and produce their own mobile phone operating system, Windows phone and want the iPhone and Android phones under a high, the outcome we all know, the same fiasco.
The re-emergence
The face of repeated failures, Microsoft has gradually into the trough, even down to the market value of only $ 220 billion in 2013, when the. Microsoft is widely believed to have lost the soul of innovation, becoming a special patch to Windows Systems.
Microsoft, led by Bill Gates at the beginning of the invincible, but then handed over to Ballmer perfect miss the mobile Internet era, has total defeat in the intelligent terminal, search engines, social media and e-commerce. Fortunately, Microsoft found a suitable successor Nadela. Nadella not only to lead Microsoft out of the woods, and the re-Microsoft pushed back the top of the wave. Nadella took over from CEO 2014 Nian 2 Yue 4 Ri market value fivefold, more than a trillion dollars. Nadella opened the way Microsoft transformation.
Nadella led the transformation of the way Microsoft's main strategic thinking is: Microsoft wants out of the woods, we have to change fundamentally. That is no longer the company's core Windows as the whole point of growth, but to find a new growth engine in addition to Windows. Microsoft has finally found a new growth engine, it is a cloud service. The energetic efforts of Nadella, 2015 to 2018 Microsoft cloud business income at a rate of 90% per quarter, shocked the industry. Now Google has surpassed Microsoft to become the Amazon cloud services giant and an equal footing. Microsoft is in transition from a software company into a cloud computing company.
03 Piece era of Internet navigation Yahoo!
1. The age of the Internet's greatest contribution to human
If you selected the greatest contribution to the world of people on the Internet, then it may be Yahoo's Jerry Yang and David Filo. Many Internet users access to the Internet and the two men are likely related. They not only created the world's largest portal Yahoo, and established rules of the game across the Internet: an open, free and profitable.
2. Internet business model
More before the Internet Yahoo is a luxury of the rich. Because the Internet is the first National Science Foundation money, special privileges for American university professors and students, and access to the Internet is pay-per-database searches, so the high cost of scary.
With the advent of the Internet age, open to the public Internet is the trend. This time payment determines the direction of development of the Internet. AOL first shot, by way of fee income received telephone Internet access fees. If it continues to go according to this model, the Internet never been so popular as it is now. Take for example cable television, cable television development than the Internet as early as ten years, until 2013, only more than 800 million users worldwide, and 2.7 billion Internet users already have the.
Later, Yahoo appears to make the Internet open and free to become the most valuable is still profitable. Yahoo pioneered the "wool out in pigs," the business model is to try from Yang and Filo. And different AOL, Yahoo, all services are free of charge. Whether mail, search engine or web directory, are free and open to the world, unconditional global index page.
Free and open is actually very easy, just like you can immediately implement. But profit is the most difficult? How sustainable it comes to free and open trade in the most difficult aspect of profitability. There is no free lunch in the world, the same is true for the Internet industry. Total was to pay for these free services for the operation and development of the Internet pay. And this is the hardest way Jerry Yang found that ad. The original intent of advertising is widely advertised, basic logic is that the more people touch up, the more advertising. Do quality content to attract more customers and increase traffic to become the primary objective of Yahoo. Traffic is king not only at the time of application, for now the Internet use the same. Internet is now one of the planes Tencent has been able to "do whatever they want" the most important reason is that traffic advantage of it.
3. portals era
Found the right business model, Yahoo left to do is to transform itself into the best media on the Internet. Yahoo certainly did. Listed from 1996 to 2006, Yahoo's revenue increased by 260 times. There is no comparison to no harm, in the same period grew by only 20% of IBM, Microsoft increased 10-fold. It can be said Yahoo's success is a miracle on the Internet, all Internet companies saw the success of Yahoo followed suit. Domestic same period there have been Sina, Netease, Sohu three portals. We truly entered the era of the Internet portal.
4. major mistakes
Yahoo took two quarters after the peak began to rapidly decline, but the "culprit" is the rise of Google. Without Google, Yahoo may still dominated the Internet. Yahoo's main source of income for the peak period of relying on the traditional brand advertising and search advertising. The former is the Yahoo site, whether it is Google or other Internet company Yahoo no law here and hegemony. Because Yahoo's content to do very well, and has the world's largest user base, so many Fortune 500 companies to serve ads on Yahoo.
By comparison, Google has the advantage of serving small and medium businesses of search advertising. While brand advertising pie had enough to eat Yahoo, but Yahoo and Google chose the showdown in the search field. Unfortunately, the fight is the technology of the search field, and that for such a media company Yahoo is not good. The other hand, Google has always been known for technology, the company's leaders Lalipeiqi and CEO Eric Schmidt is a Fellow of the American Academy of Engineering, is the other co-founder Sergey Brin own technical experts. Such a meal and rely on technology to fight technology companies, the outcome is of course defeat the Yahoo search advertising. Not only that, as a brand advertising also lacks. To conclude the first major mistake is that Yahoo hegemony in disadvantaged areas and Google.
Yahoo's second major mistakes and Google related: that is the wrong time to sell low-cost all of Google stock they hold. Yahoo was an early Google investor, has a lot of IPO. Replay now look at Yahoo and Google in the search decisions showdown when the most sensible approach is to hold these advertising Google's IPO. If Yahoo beat Google, the loss of these IPO irrelevant. But if Google beat Yahoo, Google's stock rose certainly, this time to get cash income doubled. In fact, if these Google Yahoo holds a stock of original to 2006, the value of these shares in excess of $ 4 billion, and the money to set up than the sum of Yahoo's profit was more than 50%.
It can be said Yahoo was completely dragged under Google altar. Yahoo not only in their own areas of strength and areas of weakness Google's hegemony, but at the wrong time to sell all his Google stock. The two major mistakes to Google in just a few latecomers, boarded Internet throne.
5. Fall
Yahoo after the defeat in Google rapid decline in performance, key employees have left. Microsoft to buy Yahoo in 2008 failed because of a bunch of hedge funds who assured to buy Yahoo, Microsoft will succeed in buying up so Yahoo's stock, the result of sudden, stocks fried into shareholders joke, desperation sitting with plenty to complain into the board of directors of Yahoo. So Yahoo's board of directors has become a hodgepodge, it is no longer concerned about Yahoo's development, but how to sell Yahoo torn down, so that fewer investors lose money. This time Yahoo really lost hope.
A company is a historical necessity, but this is not common cliff-style fall from prosperity to decline as Yahoo. First he lost to Google, then Tencent, Amazon, Alibaba, Facebook, eBay and Baidu beyond. After some agonizing, I want to go back guarding this old brand advertising positions have no chance. With the 2010 PC era transition to the mobile Internet era, the Internet portal era behind us. Social networking and mobile Internet news in the form of completely replacing the portal.
Yahoo's Jerry Yang announced his departure in early 2013. Until 2017, Yahoo is the largest US telecom operator for $ 4.8 billion in low-cost acquisition of Yahoo has finally quit the stage of history.
Under summary, Yang and Filo created Yahoo, and established the entire Internet open, free and profitable business model still in use today, greatly promoted the popularity of the Internet for the benefit of hundreds of millions of people. It is also said that the beginning of the Internet era, if you selected the largest contribution to people, then Yahoo's Jerry Yang and Filo deserved.
to sum up
Data in this chapter to understand Apple, Microsoft and Yahoo have three or beach-goers still dominated in the IT industry is at the top of the wave. Steve Jobs of Apple not only in his mobile phones and personal computers, animated movies, music and more areas have a subversive achievement. Microsoft as the king of the PC, with the Windows operating system monopoly on basic computer field, though missed the perfect mobile Internet era, one after another defeat in the intelligent terminal, search engines, social media and e-commerce, but in the end the strike under the leadership Nadela transformation of the way, Microsoft will transition from a software company into a cloud computing company. Yahoo portal as the king of the world in the past, having been the curtain call, but they are One Piece era of Internet navigation. Yahoo's Jerry Yang and Filo developed the rules of the game across the Internet: an open, free and profitable, and still in use today, it is worthy of the people who contributed the most to the Internet age.
The latest and most complete article please small number of partners of public attention: the pickup's data
