Shulou(Shulou.com)06/02 Report--

The relationship between mobile phone manufacturers and application developers has always been delicate. Logically, the former is the basis for the birth of the latter. There are no excellent mobile phone products, let alone give birth to the entire mobile phone application industry. But many times the latter will achieve the former. Take the Chinese market, for example, what really attracts users to iPhone must be the "fruit ninja" and "fishing talent", and then Jobs' industrial design.

For a long time, Chinese mobile phone manufacturers and app developers have found a balance in this delicate relationship, supporting each other under the connection of the app store model. But now, some phenomena tell us that this balance has been broken.

For example, the emergence of the Mini Program model gives developers an opportunity to bypass mobile phone manufacturers; the emergence of new technologies such as AI and 5G also allows different mobile phone manufacturers to provide developers with different hardware bases; more interestingly, some application developers, such as Meitu, have emerged as "software is superior to hard" and have joined the ranks of mobile phone manufacturers with their accumulated advantages in software.

In the midst of this chaos, there are also people who are constantly trying to rebuild the "physical rules". OPPO's recent gravitation initiative for the application development ecology at the developer conference is pushing gears to re-establish a more efficient mode of operation between mobile phone manufacturers and app developers.

The first gear: the "balance beam" connecting mobile phone manufacturers and developers

The highlight of the gravity project is that next year, OPPO will provide 1 billion yuan worth of resources to developers to support them in applications, fast applications, independent games, going out to sea, and so on.

The first gear promoted by OPPO stabilized the "seesaw" between mobile phone manufacturers and developers.

In many cases, the relationship between mobile phone manufacturers and developers goes up and down. Mobile phone makers who control first-hand traffic tend to set thresholds for developers in pre-installed and app stores, just as all app developers sue when they mention the Apple Store. But when mobile phone manufacturers make some new developments in hardware, they are eager to summon developers in the hope that they can make updates based on their hardware advantages.

Mobile phone manufacturers and developers seem to sit on the seesaw, you are high and I am low, it is difficult to achieve a long-term equal dialogue.

However, in theory, the market covers both at home and abroad, and the OPPO with 250 million monthly active users should be the one who is more advantageous on the seesaw with its huge market share, so why take the initiative to stabilize the seesaw?

A large part of the reason is that the subsidy of 1 billion yuan has virtually formed a "screening mechanism". Developers who participate in subsidized registration and have been approved must be the best among a large number of developers. OPPO connects with them in this way and can form a joint force with each other.

Especially in the two uncertain areas of going out to sea and fast application, the seamless communication between excellent developers and mobile phone manufacturers is allowing both to expand their chances of winning.

Supporting local developers when going out to sea can not only help each other expand their territory, but also enable mobile phone manufacturers to reduce communication costs and provide better and more efficient services for overseas users. In the budding battlefield of fast applications, cooperation with mobile phone manufacturers can not only enable developers to reach users more effectively, but also ensure the quality control of mobile phone manufacturers.

Only by turning the seesaw into a balance beam can the players at both ends cooperate and turn a boring game into a wonderful pair gymnastics.

The second gear: the change of development ecology, starting from the center of the earth.

In addition to subsidies, what is more attractive to developers is the "intelligent service ecology" in the gravity plan. Starting from the needs of users' clothing, food, housing and transportation, we provide developers with dozens of capabilities, such as content cooperation, technical cooperation, cloud platform, open flow, direct service and personalized service.

This is also the second gear driven by OPPO-developer empowerment deep into the geocentric layer.

Many of the changes in the mobile phone industry in recent years are reflected in the form of differences. In the Nokia era, functional phones could be square, long and round, but under different appearances, everyone was sending the same text messages and playing with the same gluttonous snake, taking pictures with a 500000-pixel camera. Today, when mobile AI, IoT, 5G and other new technologies begin to develop rapidly, mobile phones may look similar in appearance, but when used, the understanding ability of voice assistants and the number of IoT access devices will bring huge differences to users.

Take OPPO as an example. In terms of AI, OPPO has typical AI applications such as AI beauty, 3D portrait light effects and intelligent scene recognition, as well as a reserve of more than 600 related patents. On 5G, OPPO took the lead in opening 5G signaling and data links in August, 5G mobile Internet access in October, and the world's first 5G Wechat video call in November. At the developer conference, OPPO also said that the investment in technology will reach 10 billion next year.

In the past, the way of cooperation between the two sides was often for mobile phone manufacturers to set up channels and developers to issue products. In this way, the "shallow cooperation" at the surface level will also be changed, and it will be a top priority for developers to make use of these technologies.

For developers, on the one hand, they can save a lot of development costs and make use of Hyper Boost, ARunit, "Eagle Falcon" AI cloud platform and other technologies provided by OPPO. If you want to connect to IoT devices, you no longer need to get through the API interface one by one. If you want to develop short video and LVB applications, you no longer need to develop your own beauty filter algorithm. On the other hand, it can save a lot of traffic costs. Compared with making great efforts to buy volume and do activities to stimulate user activity, the voice assistant evoking, negative screen, global search and other functions provided by OPPO can help applications open more traffic scenarios.

For the mobile phone manufacturers represented by OPPO, this clear ecological division of labor can make developers focus more on the development itself, and then provide better application services for mobile phone users.

In fact, the changes at the surface level are only moving left and right, and only by going deep into the earth's core can we really change the climate and correct the trajectory of the whole biosphere.

The third gear: "pick up" industry partners, what can mobile phone manufacturers get?

More changes take place outside the developer conference. In this year, OPPO has been working with developers and industry partners. At the beginning of this year, OPPO became Qualcomm's 5G pilot program partner, through which it will obtain a complete RF front-end solution, so that OPPO users can feel the DAO 5G speed earlier; and, announced at the developer conference, OPPO ColorOS and Tencent Games jointly launched the "game resource pack hot update" function, which allows OPPO users to complete the update without having to start the game.

This series of measures, let OPPO promote the third gear-the terminal differentiation of mobile phone soft experience.

In the last two years, Android phones have stopped running points and heaping parameters. The reason is simple: when the audience of smart terminals spreads and sinks, people no longer focus on how many cores the CPU has and how many milliamperes the battery has. Instead, in terms of cognition, we convert the hardware parameters into soft experience, and pay more attention to the issues related to the sensory level, such as "how long it lasts", "multi-app running card is not stuttered", "night shot is clear" and so on.

At this time, how to make users realize the difference of soft experience between different brand terminals is very important. When users find that the same game runs faster without stutters on the OPPO, does not need to wait for updates, or network calls under the same conditions, it is clearer and smoother on the OPPO. I believe that it will be more powerful than a series of pale parameters to pry consumer decisions.

This is especially true for industry partners. In the past, whether it is communication technology or games, the foothold is often on the same level, and the solution is suitable for most terminals. However, this linkage scheme proposed by OPPO gives partners the opportunity to take advantage of hardware to provide users with a better soft experience. Especially for OPPO, a brand with huge shipments, taking the lead in reaching this kind of "custom development" cooperation can also be the first to help industry partners earn their own "experience points".

Help industry partners to make full use of their hardware advantages, so that each other has the opportunity to stand on the shoulders of giants, but also so that mobile phone manufacturers can have a broader vision.

Under the joint operation of the three gears, the originally out-of-order mobile phone manufacturer-application developer ecology is gradually moving towards balance. The word "gravity" in the OPPO Gravity Project is very interesting. It is a physical rule that everything in the world is associated with it all the time, but it is often ignored. When gravity fails, the whole world will be thrown into chaos.

In fact, what is needed between mobile phone manufacturers and application developers is more communication space, clearer division of labor and more in-depth linkage innovation. These seemingly simple measures also test whether mobile phone manufacturers can remain authentic and innovative in a chaotic world, and give trust and empowerment to their closest partners.

After all, no one can resist gravity, the power to bring everything back to its place, and nature is also the physical law that drives the world to work.

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