The countdown to the issuance of 4G licenses will help promote information consumption and the realization of broadband China strategy from the national level; from the industrial level, it will promote the upgrading of the communications industry, change the operator's operating model, and enrich the application of industry information From the perspective of people's livelihood, consumers will enjoy faster and wider mobile Internet, and personal mobile information life will be more colorful.
From the alarm clock that wakes up in the morning to the pedometer running in the evening, our mobile phones are no longer just tools for making calls and texting. The arrival of the 4G era will further change the functions of mobile phones and make mobile terminals become personal information processing centers and control centers for daily life. Wang Yong, vice president of ZTE Corporation, believes that in the 4G era, mobile phone functions will undergo tremendous changes and terminal types will be greatly enriched. In addition to mobile phones, mobile phones, 4G will set off a new round of development climax of data products.
4G promotes terminal development and boosts information consumption
When it comes to 4G, the first impression of ordinary people is that 4G means that the network speed is fast enough. Indeed, advances in communication technology have enabled 4G networks to achieve ultra-high transmission speeds. A few days ago, Deputy General Manager Mu Jiasong of the Quality Assurance Department of China Mobile Terminal Company said in public that the network speed of TD-LTE terminals exceeded 40M and the peak value reached 80M. There are even data that the measured maximum downlink rate of China Mobile's TD-LTE test network deployed in some cities has exceeded 100Mbps per second. The ultra-high network speed means that video calls that were previously unavailable can be easily enjoyed in the 4G era. Users can realize online and real-time interaction at any time, truly entering the era of mobile Internet.
For all industries and fields, the application of 4G networks will greatly improve the industry's informatization level, and make many applications that were not possible before become a reality. For example, for the news industry, 4G support for high-definition live video has been the first to be realized in Hangzhou, which means that as long as you want, with the help of the Internet, everyone will become a mobile TV station.
For ordinary consumers, the most intuitive impression of the 4G network may come from the mobile terminal. In the words of Wang Yong, vice president of ZTE Corporation, a smart phone with excellent performance and full functions is essential for the wave of information consumption. 4G has already begun commercial trials on a large scale. The commercialization of 4G will drive the increase in the number of terminals, and the types of terminals will be greatly enriched. "In the second half of next year, the 4G industry chain will be more mature, and consumers will have more choices in terms of terminals. . "
Wang Yong believes that the pattern of terminal types in the 4G era will undergo tremendous changes, and mobile phone shipments will increase significantly. "TD-LTE smartphones will develop fully in the high-end and low-end product lines, so that by 2015, 4G terminals will be used as The main smartphone market pattern. "
"For China, the TD-LTE standard will not only promote the domestic mobile phone to catch up with the first-line international brands, but also promote the evolution of mobile phone chips to multi-mode." In Wang Yong's view, the 4G licensing will not only promote domestic Information consumption, promote industrial upgrading, expand domestic demand, and also benefit the development of the global communications industry. "The integrated development of TD-LTE and FDD-LTE contributes to the efficient use of symmetrical and independent spectrum, and provides services for various types of services. With a unified global solution, the information consumer industry will achieve unprecedented development in a shared global scale. "
The domestic mobile phone layout in advance 4G market innovation and brand is still a weakness
In the wave of 4G commercialization, domestic mobile phone brands are gradually changing the embarrassment of the previous mainstream low-end market. The rise of domestic mobile phones has become a phenomenon. Wang Yong said that domestic mobile phones have an earlier layout for 4G. The arrival of the 4G era can enhance the influence of domestic mobile phones in the international market, but innovation and brand building are still weak spots.
"At present, there are less than 10 baseband chip R & D capabilities in the world, and there are no more than 5 companies that can carry out global mold chip R & D. ZTE is one of these five. ZTE began to invest heavily in LTE terminal R & D in 2008 , Has mastered a number of core LTE terminal technologies, and currently ZTE's basic patents in the field of 4G LTE have accounted for 7% of global communications manufacturers. "Wang Yong said with pride," Based on the value innovation of user experience, ZTE provides slave chips A comprehensive LTE terminal and integrated service solution from product to solution to meet the core experience needs of LTE commercial users in a full-standard, full-form and full-user mode. "With independent technology research and development and innovation, ZTE has already played in 4G terminals. Take the lead in the war.
Wang Yong further explained the meaning of "full system, full form and full user". He introduced that, specifically, the full standard refers to "ZTE's 4G terminal standard is the most complete." The full form means that ZTE's 4G products will cover more forms such as mobile phones, tablets, and data. Regarding the "full user" statement, Wang Yong said that after the popularity of 3G, individual users experienced the convenience brought by high-speed mobile networks. In the era of higher-speed 4G networks, 4G will continue to experience the same experience as fixed-line broadband To develop business users based on the company, it will cover all user categories of individuals and businesses. He concluded that ZTE will adhere to the principle of "three totals"-to create a future 4G life through "all standards, all forms, all users".
Wang Yong pointed out that the development of the 4G market is a good opportunity for domestic brands to increase their influence in the international market. In the live broadcast of the 2013 NBA China Games, hundreds of millions of viewers worldwide witnessed ZTE ’s mobile phone advertisements. Using sports events to promote brands has become one of the brand strategies for domestic mobile phones to go out in recent years.
"ZTE has focused on enriching its brand image through sports marketing this year, and hopes to let consumers know more about ZTE's products." According to Wang Yong, the two most important markets for ZTE are China and the United States, except for China. The NBA Houston Rockets reached a cooperation, ZTE smartphone became the only official smartphone designated by the Houston Rockets in the 2013-2014 season. ZTE will also work with the Rockets to host a series of activities such as American street basketball games around the world, and collaborate to produce a large number of peripherals product."
Wang Yong called the move "the" double insurance "implemented to win the international war of the brand". Wang Yong said that through cooperation with sports events, ZTE expects to achieve an organic combination between localization and internationalization of mobile phone brands, while enhancing brand connotation and creating international brand awareness, thereby comprehensively enhancing the brand affinity of ZTE mobile phones.
Wang Yong emphasized: "Lower mobile phone prices, stronger social channel expansion capabilities, and close cooperation with operators are the advantages of domestic mobile phones, but in the future, domestic brands must also place innovation and brand building in a more important position. "
At the same time, Wang Yong added that domestic mobile phones should also actively expand new sales channels, actively develop e-commerce platforms, and achieve the full development of products, channels, and innovation in order to gradually enlarge their advantages.
In the 4G era, mobile phone functions will undergo huge changes, combining hardware and software to create a perfect experience
The advent of the 4G era will not only promote the replacement of mobile phones and other terminal hardware, but also promote the enrichment and development of software applications, and cultivate user habits different from the 2G and 3G eras.
"First of all, the user experience of mobile phone functions will change dramatically, and the intelligence of 4G terminals will be higher. Not only is it a high degree of intelligence in the functional design and operation of 4G mobile phones, but more importantly, 4G mobile phones can achieve many Unimaginable functions. â€Wang Yong said, for example, 4G mobile phones will be able to timely remind the owner of life according to changes in various factors such as environment, temperature, time, and location.
"It is foreseeable that Google Glass, smart watches, even cosmetic cases, and travel shoes that are currently popular abroad are likely to become 4G terminals." Of course, there are still some problems with current wearable devices. "At present, because of the radiation of electronic devices, including battery life and other issues, the specific form and use of wearable products need further research. Wearable device technology itself is not a problem, the most important thing is in social applications Aspects also need to be considered. "Wang Yong analysis said.
He believes that the future 4G terminal processing speed will be faster, and multi-core will become the norm; based on the status quo of 2G, 3G and 4G or long-term coexistence, multi-frequency multi-mode products can meet diverse needs; The domestically developed LTE multi-mode platform will be steadily commercialized; in the future, 4G will promote mobile phones and other terminals to achieve a perfect user experience based on user needs of software and hardware integration.
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