Qualcomm's way of life Author: Sun Li recently in the domestic concern Qualcomm standard is a sitting, living by selling intellectual property company, soared amid the sound pressure to an enviable way of life, and lived a scenery Day. Chinese companies, in addition to envious, what can I realize something? Headquarters of Qualcomm in the US San Diego. A thick wall is inlaid with a high-pass CDMA's more than 1400 patents in a place in a place in the door. Qualcomm's pioneers and later people always pay attention to this wall like Mecca, because all of Qualcomm is condensed here: wealth, status, reputation. This is the basis of Qualcomm life. Gao Tong, a company specializing in business and sales of intellectual property rights. It is created by almost all technical companies, and is gradually become the way of survival of top enterprises under the knowledge economy. Qualcomm's weapon is sixteen years ago, Qualcomm is not. The founder of Qualcomm, Evans Jacob has opened a small company. This ordinary company company and later Qualcomm have no similarities, and did not pass any business philosophy to Qualcomm. But selling its money, accumulated the first original capital for Qualcomm. After the sale of this small company, Jacob is preparing to support the temporary seaside city of San Diego. At this time, he looks at the original CDMA technology of the US military. Because there is no mobile communication yet, the transport truck will appear in the news after leaving the company headquarters. Jacob is used as a satellite positioning device that provides communication with a truck and headquarters contact with CDMA technology. These big boxes are cumbersome compared to later CDMA phones, but also can't transfer sound. Despite this, the truck driver and headquarters are very happy because they can pass the satellite positioning and tapping the keyboard to pass instant messages. The initial CDMA product earned some money. Jacob has an expectation at this time: turn this thing into a global mobile communication standard used by the world. CDMA technology has been taken by many people before Jacob, but no one has created such a crazy thought. So, Jacob has set up a company to achieve his truncation, this is today's Qualcomm. Three years later, Jacob has convened more than 20 technology geniuses to successfully "military transmissions" in CDMA technology; the CDMA technology available for personal mobile communications was born. It can be the productification of its competitors - GSM technology has become mature. Qualcomm has experienced many life and death issues, and the invention creation of CDMA technology is only the easiest way in the nine nineteen eighty-nine nine-year difficulties in the road. Qualcomm at this time, the engineering and technical personnel may not understand, but they have two things: First, submit high-pass CDMA technology to the US Standard TIA and the World Standard Organization ITU, the application is established to be World Mobile Communications Standard; Second, Qualcomm puts all the large and small techniques in the CDMA research and development process for patents. At that time, all the communications giants were fighting for GSM patents, no one should pay attention to this small company is playing, nature, no one goes with Qualcomm. Therefore, when GSM's vested interests have found a CDMA in half, on the one hand, it dismisses to Qualcomm, on the one hand, the key patents of CDMA have fallen to Qualcomm. Surprised. Standards and patents have become a weapon that resists the opponents that are larger than their own huge opponents in Qualcomm. Turning a "water" CDMA to the company, and enroll the resolute opposition of European companies. They repeatedly argued that CDMA did not have commercial possibilities in technology. US companies such as Motorola are not allowed to look at the cold eye. Qualcomm has to debate against opponents in all publications and even quarrels. The opponent's laughter is "water vapor", and there is no shadow without a discoction. Such strong objection is that GSM has been quite mature at the time, and GSM patents are also held in several world top communication companies that have been "GSM Holy Datong". At that time, for the benefits of GSM, several people were also slightly dim.
It's hard to calm down the war, just prepared to calm down and enjoy the victory, and take it out of a CDMA. No one is willing to give up the GSM share that has been documented, and then goes with yourself without much patented CDMA. With Qualcomm, it is best to use CDMA to kill in the cradle, so that you can reluctantly. If the operator is interested in CDMA, GSM's ally can not pay attention to CDMA, only let it be self-defeating in the pain of the market. However, the US telecommunications control is relaxed, and some emerging telecom operators have appeared. The mobile company Airtouch, which is restructed from the Pacific Telephone Company, is interested in CDMA, and they hope to use different technologies to compete with traditional operators. Next is the choice of the South Korean government's mobile standards: followed by GSM in Europe, will be difficult to see its top; follow Japanese PDC, it is difficult to learn something from the Japanese, and the PDC productization Japan is also very mature, and the possibility of Korean manufacturers will be equally small. So they also diverted their attention to the high pass CDMA. The Korean government hopes that this new technology that has not been widely used can win a chance of the country's manufacturers, rather than always follow others' footsteps. In order to enlarge the operator's interest in CDMA, in order to establish CDMA as the world standard, the GSM Interest Group has spent hundreds of millions of dollars in the US San Diego and the world. Invite operators around the world to watch. Dozens of bread cars carrying high-pass mobile phones and base stations - or some huge boxes, in San Diego Mercedes-Benz, prove "CDMA can be turned on, CDMA high-speed movement does not drop the line, CDMA's capacity is three times higher than GSM Six times ", etc., have been described in various contests to have been exhausted by Qualcomm, but no one will understand the facts. After tossing for ten months, more interested people are more. However, the operator is interested in the number of paper submitted to the standardized organization, but when they can use mature commercial CDMA equipment to lay the network, and these devices are best Motorola, Ericsson, Lucent and other communication giants Production, this is used with assured. However, these companies are reluctant to pay CDMA devices to Qualcomm payment. GSM's cake is quite considerable, no one is willing to take great risks to do CDMA, who knows that things do not do it, can you commercialize? Qualcomm does the demonstration system to sell to operators. So Qualcomm fell into negotiations that were not endless than those who were more than ten times better than they were more than ten times. These big companies must purchase CDMA's intellectual property to Qualcomm to produce equipment. They don't say they don't buy it, and they don't say when I buy; and the other side, there are more companies to say that CDMA's number of patents should be owned by themselves, or I don't want to bypass the Qualcomm I do it, then I have to give a book. So Qualcomm is in Japan, Europe, and the United States to fight the lawsuit and others. This experience is a precious experience of the IPR (Intellectual Property Rights) that has been promoted by Gaotong, and the Intellectual Property Rights. "IPR authorized fees must be collected", this is the profit model of Qualcomm first thought of as a technology company, simple and clear. Don't forget that Qualcomm is made up of a group of technical engineers, which is the most likely business model. Moreover, there is no other way at the high pass at that time. Do you want these technical genius to turn technology into a product, and then sell the sales expert like Motorola to sell it in the market? This is obviously a stupid approach. But fate has forced Qi Quan to adopt this stupid approach, only so, they can survive. In the stalemate negotiation, Gigong thought: "This group is not really wanting to cooperate with Qualcomm, then dragging it, Qualcomm is to be dragged! Obviously this is the company's wish than Qualcomm the result of.
"Don't do it, I do it yourself!" "This company originally wants to use the company to make money, the company has established its own mobile phone department, the base station department, and produces a full set of CDMAs. Since no one is supported, the high-channel image is a self-sufficient agricultural economy. Time, mobile phones, base stations, test equipment, software tools, chips, and even auxiliary design tools, everything has to be high-pass. Some people say what they do is the peasant. Qualcomm did two years of peasants. Gauter China Thunder of District President: "We have no choice at the time. The purpose of this is to force those companies to join the CDMA camp, and Qualcomm to do equipment, supply to operators. Because they won't be willing to look at the big market, it is swallowed by Qualcomm. "Sure enough, with the gradual maturity of CDMA products and markets, as Qualcomm supplied to operators, those companies entangled in the lawsuit I chose to have a Qualcomm Trip, signing the intellectual property transfer agreement. In now, there have been more than 100 companies in the world signed such an agreement, using Qualcomm's patents to produce manufacturing equipment. From market monopoly to standard monopoly This level, Qualcomm live. There is a lot of choices in the future. One fees that the force of Nine Niu Erhu has its own manufacturing department and factory technology company, choose to continue to increase investment, and make the product deeply It may be a natural choice; let alone all core patents in this field are in their own hands, their own products have absolute competitive advantage. But Qualcomm chose to exit. Thunder said, "We originally thought that with our creativity, It is also very good to make product manufacturing. However, in fact, the mobile phone department and the base station department have always profit very much. Because we are in the scale of procurement, all aspects of the market network will not fight the old brand manufacturing enterprise. As a technology company, we have not experienced products. "Some people evaluate that Qualcomm's culture is a typical engineer culture, paying attention to performance and pays attention to the appearance and user interface. Finally, Qualcomm has a judgment: Qualcomm is the most capable person is a technical engineer, so Qualcomm The core competence is technological innovation, not manufacturing and sales. Zhang Qian, a vice president of Qualcomm Company, and General Manager of China, said that the intellectual property (IPR) transfer authorized business model is determined by the high pass. It is only for the product. Since the historical mission has been completed, why should I continue to do? The model of manufacturing products and IPR transfer is simply conflict, you do IPR, and participate in product competition, who is willing to buy you The patent is comed back to compete with you? So Qualcomm gives up the manufacturing industry, sell the mobile phone department to Japan Kyocera, sell the base station department to Ericsson. The two major business is the intellectual property authorization and chip. These two business is Qualcomm currently accounts for the absolute benefits of the absolute advantage. The two major business selection of Qualcomm has two common features: first there is an absolute monopoly position. Through the cross-license patents with a small number of CDMA intellectual property rights, Qualcomm has CDMA all The intellectual property. At the beginning, the chip of the chip market and Qualcomm, a longer company, a longer company, later withdrawn from the battlefield, such as some of South Korea. Today, more than 90% of the market share of CDMA chips are in Qualcomm. Second, It is a high-tech content, high value-added, low risk. Even in chip manufacturing, Qualcomm uses non-production line mode, only designed without direct interventional chip production. Chip production is first packaged to the United States chip company, finally simply packaged Experts from this line: TSMC and UMC in Taiwan. At present, Qualcomm plans to be independent of the chip department, and recombine a company that may not call Qualcomm. Maybe it will be divided into the market. The CDMA chip market has been completely complete Today, why did Qualcomm do this? Thunder said, first of all because Qualcomm's chip department make money, it will bring greater income to Qualcomm by separating the listing or other capital operation.
In addition, the chip department is independent, which will make Qualcomm's business model is more clear, that is, a heart thought of IPR transfer. As an intellectual property company without product, Qualcomm can concentrate all power to carry out technical research and development, continuously increased patents. Qualcomm returned to the initial state: a technology company. On the other hand, splitting the chip portion of the high pass will also bring an unatrisable future. Zhang Qian said that Qualcomm is the world's largest non-production chip provider, but only CDMA chips. The chip department is independent of a company that is not called Qualcomm, you can do a variety of wireless chips that support multimode multi-network, what do operators do. Of course, each chip is associated with CDMA, which has expanded the opportunity of CDMA in invisibly. Qualcomm, this company will become the world's largest wireless communication chip supplier. One day it will become a second intel, or more powerful. Yang Du, director of the Enterprise Management of Business Administration, China University of Business Administration, said that in the era of knowledge economy, assets are liabilities. The highest realm in each industry is selling standards, and the market share of the product is not with the power of the left and right industries. Standard monopoly compared to the market's monopoly is superior. When many companies in China are still so hard to sell hard, when earning labor costs, Qualcomm and all super-flow companies have tighten their core fields, and the standard is firmly controlled in their hands. Selling standards are their ultimate goals, but not anyone can enter the level of selling standards. From selling products to selling standards, it is not easy to span. Qualcomm has completed this process, and now gives up the low-level market monopoly, focusing on pursuing higher levels of technical monopoly, is an inevitable choice. The store of intellectual property, etc., etc. This store's business model looks very simple: If you are a company, you first need to sign the IPR authorization agreement with Qualcomm, pay the entry fee and usage fee of CDMA. Then you have the right to purchase a CDMA chip from the CDMA chip from Qualcomm peeling out. Of course, you can also choose other company chips, but you will not, because Qualcomm has concentrated power to make the chip's cost performance is unparalleled. Then you can make a product and get it on the market. Qualcomm's IPR transfer fee is usually around 6% of the product price, which is a clearly priced price and a very single makeup mode. But many people are not used to this model. GSM never received any IPR transfer fee, so Qualcomm expressed as the city. Qualcomm's thunder said: Qualcomm is 6% from others everywhere, because Qualcomm does not hide it like owners of GSM. Qualcomm uses various facts and data proves that IPR transfer fees have always existed in various occasions. Whether it is GSM or the third generation of mobile communications, whether American companies or European companies will belong to their rights and benefits. Let others use it for free. What is only just how to get a law. Qualcomm believes that the difference is that Qualcomm puts the IPR earnings as the core law of its own business model, and requires each entrant to pay one hand, pick up the goods. The GSM Interest Group has jointly adopted a way to hide the key components such as chip in chips: IPR transfer fee is not charged; but for later people, they have no ability to make this part of key components, It is necessary to purchase the owner of the core patented patent patent, and it is natural to pay for IPR. Higtong provides some data shows that this IPR fee hidden in GSM key components is more than 10%. The European Public Communications Network Operations Association (ETNO) has also recently confirmed that GSM mobile phone production license is 29% of mobile phone production costs. Such data, which hides in the GSM Interest Group will not recognize it, and it is also difficult to confirm. Because GSM's operation mode is much more complicated than CDMA.
On the one hand, because GSM patents are held together by six more than six companies, the benefits need to be allocated; on the other hand, because of the intervention of chip manufacturers and these patented manufacturing companies, complex variables such as joint venture plants in China, make GSM's IPR The cost is a difficulty in difficult to say. It is said that there are several doctoral thesis that have been written for comparison and comparing GSM and CDMA IPR prices. Liu Hefei, vice president of Nokia (China), compared to this, since the calculation process is so complicated, we can't confirm the accuracy of the data, and there is not much necessary to compare the difference. In short, it is necessary to use others. Paying, no matter what way, this is a basic rule. GSM standard holders sell products, IPR load is reflected in the product, just a way of income, may not be the main way. CDMA's holders sell intellectual property, selling very professional but also the only way to benefit. This is the two classic profitable ways to innovate monopoly. Qualcomm's ecological circle Qualcomm has to operate his business model, and there is also a set of ecological circles with it. There are three possibilities of harvest: labor and no land; labor is getting won; If labor is defined in product categories, Qualcomm is currently not working. But I want to let others be willing to let you "get" not ", it is not an easy task. In the past, the rules of the past are killed, I can survive. The rules of the knowledge economy era are playing with many sizes, winning, winning yourself greater income in win-win, winning yourself. Qualcomm wants to "won it alone", there are many people to form an ecotropic circle, let CDMA become a large industry. When no one is willing to play with Qualcomm, Qualcomm is alone in the entire role of the entire ecosystem: doing equipment, doing software, and serving. Now Qualcomm does not need to do this, because many people have added CDMA ecotrial circles. Zhang Qian said that Qualcomm's smart is that it is a "enabler" designed in an ecological environment, not a competitor. The task of "Enabler" is popular, which is to manufacture various opportunities and expand this ecotrial circle. Therefore, Qualcomm can be mastered by his technology, as long as he pays for this. Then or may like Intel, one line will appear behind the CDMA phone: Digital by QUALCOMM. Therefore, Qualcomm doesn't even care about your former competitors. It seems to be a yield on the surface of the base station department to Ericsson. In fact, Ericsson has become a strong force that promotes the development of CDMA. Therefore, Qualcomm utilizes various capital operation methods, first and Microsoft joint ventures, Wirless Knowledge provided by wireless information, and WINGCAST, which has been established with traditional industrial giants, established WINGCAST, which specializes in car wireless communication systems. At the same time, Qualcomm has established venture capital companies, invests in the United States second-largest PDA provider Handspring and the largest RF chip developer RF microemers in the United States, for the development of CDMA applications, and cultivate CDMA application providers. . In addition, Qualcomm is constantly integrating these applications into their chips. Even in the operation, Qualcomm also puts a piece of chess. In 1998, he was split out of a company called "Leap Wireless" to do CDMA operations. The company rapidly grows, currently occupying 1/4 of US wireless local loop, with a market value of $ 860 million. Under the design of high-pass, the longer the CDMA's ecological chain is longer. Traditional product companies are impossible. For companies who want to obtain technology through and cooperate, the technical owner is both a partner and a competitor; since they sell the same product, the transferred technology is not much unreserved. Compared to the links of other roles in Qualcomm and the ecosystem are more close and more open.
Qualcomm volunteers after IPR transfer completed, the engineer will help the company to purchase IPRs for productivity. Zhang Qian said, "Hitachi Company has lacks experience in mobile phones, through the cooperation with Qualcomm, only used it for only 6 months, and sells very well in the market." Qualcomm is willing to make each CDMA camp The company is well alive, because with their existence, Qualcomm can have more benefits. This is the ecological chain of Qualcomm. It doesn't compete with anyone who is not eaten. But the real masters of this ecotrous circle are high-pass companies that have mastered the rules. If you can become Qualcomm If you have a good fortune or unfortunate, you will be a kind of mood? When domestic enterprises have not much feeling of rules and standards, there is a company that has burst into standard isotive, which is Datang Telecom with third-generation mobile communication standards. And Qualcomm came out of the CDMA scene, opposed, suspected, disdainful voice rolled into the sea, then it was an awkward silence: no manufacturing company is willing to follow, the market prospect is unclear. Datang only chooses and Qualcomm the same road: you can make this standard into a product. Datang is the only place in Qualcomm in the year, there is also a allies - Siemens, and its strength is very powerful. Qualcomm's thunder said that Datang chooses Siemens this step is very correct and necessary. Although fate is very similar, Datang may not be able to become Qualcomm. Datang currently has two fatal weaknesses: one is that the intellectual property in the hands is not enough, compared with the large number of patents owned by Qualcomm, Datang's patent advantage is very limited. Especially in the environment in which China's intellectual property protection is still very imperfect, Datang temporarily leading technical advantage is likely to be taken by others to take advantage of various unfair competition (or "cooperation" opportunities). Qualcomm did not forget the follow-up R & D and patent applications that had been committed to the CDMA technical patent. No one has the ability to compete with Qualcomm, and even this idea is not. It is this huge patent that constitutes the basis of today's Qualcomm Business model. But Datang now does not seem to have too much energy concentrated in TD-SCDMA's patented research and development, it is necessary to cope with things, and say that it is looking for a variety of attempts. In this way, in the future confrontation, Datang's leading advantage is hard to keep it. Second, Datang did not have enough money. It is said that the state has bonded to the third-generation mobile communications research and development, a total of 50 million yuan, only 1 million yuan gave TD-SCDMA, which gave Europe's WCDMA and CDMA2000, which were given in Europe. Later, in Datang's shouting, he allocated 15 million yuan in the second funded of the coming year. But this is still too little relative to the massive funds required for standard development. Datang is a listed company, while the TD-SCDMA project belongs to the group company. In addition, the capital market can accept TD-SCDMA, it is difficult to say. Because there is no money, Datang, of course, I hope that many people can join and share some tasks. Now I am looking for a lot of people working in Datang, but people who are willing to cooperate to cooperate to take some of them. Three points and two points, what else is Datang? The financial problem in Qualcomm, is the most urgent problem at Datang. Thunder said that Qualcomm used funds consumed in CDMA development and later developing equipment in the development of equipment. So, how does Qualcomm solve the source of funds? The funds needed in the early standard R & D are not too much. At that time, Qualcomm had a product that was very popular among the market, which was the satellite positioning system developed to automobile transportation when the story was started. Although the "global" global "global" Compared to ambition, it looks very small.
However, the money it earned in that time has given CDMA's research and development, and it is a non-small number. Later, there is venture capital to enter, Qualcomm is not very large, because the risk investment is also very Hesitant, I don't know how big is this thing that doesn't see the market prospects; lucky is the most important funds, Garent is listed in 1991. At that time, I was catching up with the golden period of the US stock market. The NG has risen from 2000 points to 10,000 points. The concept of mobile communications is also optimistic about capital. He has gave birth to the Spring, and the days did not have money. But is Datang still lucky? Before the spring of TD-SCDMA is listed, do you have a stable income source that can support huge consumption? Industry insiders say that the time left for the chance window will not be very long. Datang is flexible, seeking funding through all methods. But how to protect your core advantage in this process is not lost, Datang only thinks about it. What is the business model of Datang? Is it selling products? Still selling standards? Or both of themselves? What is it for sale? In public, Datang Lianlian delegate you will become China's Qualcomm. Who said that the Datang will become Qualcomm, Datang is in a hurry. Datang said that he would be as mainly dedicated to equipment as before, because Datang has always been one of China's largest communication manufacturing enterprises. Datang hopes that there will be more companies to be willing to develop TD-SCDMA products with themselves. After all, Datang is not the Qualcomm of the year, you can throw a sentence, you don't do it? I do myself! In addition, the Datang's ecotrophere was established. Some people say that Datang wants to arrange the problems of each small brother who played with themselves. Yang Du said that under the lack of ideological preparations in China, the Lang Tang, which has lacking the supporting system such as the capital market, and it is probably the martyrs before the business standard. Plus Telecom is a huge market, and it is difficult to grasp the huge game with the strength of Tang Tang today. If Datang's story first occurs in some smaller industries, there may be a lot better. But the Tang Tang today is valuable after all. Why is Qi Quan's concern? Just because of the success of CDMA in China? CDMA is still a weak person relative to more than 100 million users in the China GSM market. Qualcomm mode is not much, IPR authorization is not a high-pass invention, but Qualcomm is the best company to operate this complex process. Zhou Ken said that Qualcomm is not an abstract business model for domestic enterprises. The mode is a simplified experience, it is easy to mislead. The truly devil is the details of the operation of this mode. It is a company that is facing mutations and the realistic response capabilities and self-adjustment capabilities. Qualcomm today's model is very clear, but there is no summary of any past details. Domestic companies are not only the Datang in the field of communications, gradually see clearly, and eat standard this bowl of rice very comfortable. But do you have the strength of eating? Do you know how to eat? Still, the devil is in the details. Therefore, Qualcomm's success is said to be the success of the model, but it is better to say the success of the mode operation. Qualcomm is rarely telling others in the scenery. I am going to escape. In this way, the story of Qualcomm survive has a special meaning. Selling standards "three-stream enterprises selling strength, second stream companies selling products, first-class enterprises selling technology, super-class enterprises selling standards. Qualcomm is working on the highest level of enterprise development. When the complaints high-pass, the high-quality intellectual property fee is, China The company also invests his hard-earned money to a big pile. It is said to have the world's advanced level of hardware equipment, and then open the horsepower, give it to others. The benefits of labor income deduct the depreciation fee of the equipment, the remaining may be just right Eat enough. There is no extra energy and financial resources to study others' living.
