《BREW进阶与精通——3G移动增值业务的运营、定制与开发》连载之19---价值蓝海
一种服务或是一个产业的价值最终来源于客户的价值，客户的价值是指服务或产业在客户的生活和生产流程中为客户创造的价值。就移动增值业务而言，最好的流程是用户根本不需要关心任何事情的流程，基于BREW移动增值业务能够使用户的生活更惬意。
BREW是基于价值创新的，不把精力放在打败竞争对手上，而是全力放在买方和企业自身创造价值飞跃上，并由此开创新的市场空间，从而甩脱竞争，很有重新制定游戏规则的味道。
BREW跨越他择企业和买方链重建了市场边界，从而开创了商业上的蓝海。对移动终端而言，一个类似的市场就是PC市场。PC经历了从封闭到开放的过程，从功能相对单一到多重功能细分的过程，互联网的出现，更是PC的一次飞跃，跨越到移动终端市场。手机也会历经类似的过程，成为一个连接互联网的多媒体信息终端是一种必然。移动终端对无线增值产业价值链的提升举足轻重。作为芯片的主要买方，设备制造商（手机厂商）为产品和服务付账，却不是实际的使用者。实际的使用者是最终的手机用户，同时运营商同样会对手机的生产施加影响，如手机的行业规范，入网运营证，等等。BREW不但为移动增值业务提供了互联网平台，而且为整个买方链以及影响买方的环节提供了提升价值的措施。
移动增值业务产业链的各个环节有着各自的需求。手机厂商希望销售更多利润高的手机，手机中的应用会成为手机的卖点，如可以炒股票的手机。运营商希望优质服务或者差异化服务来提升ARPU值。应用开发商希望能够迅速进入无线市场，并能够减少应用对手机终端的依赖，减少开发和移植的成本。终端用户除了希望稳定的语音业务外，希望手机的价格便宜，待机时间长和拥有特色应用的服务。BREW能够给手机厂商降低成本并提高特性，能够给运营商提供差异化竞争的平台，能够给应用开发商提供商业化工具和支持，能够给手机用户带来定制化服务，而且实体间的需求弹性使BREW解决方案不但超越了现有需求，而且开拓了新的需求。
BREW是基于移动增值业务产业链的全局而考虑的，其蓝海布局如图4-12所示。
<!--[if mso & !supportInlineShapes & supportFields]><span style='mso-element:field-begin;mso-field-lock:yes'></span><span style='mso-spacerun:yes'> </span>SHAPE<span style="mso-spacerun:yes" mce_style="mso-spacerun:yes"> </span>\* MERGEFORMAT <span style="mso-element:field-separator" mce_style="mso-element:field-separator"></span><![endif]--><!--[if gte vml 1]><v:group id="_x0000_s1026" editas="canvas" style='width:304.5pt;height:171.6pt; mso-position-horizontal-relative:char;mso-position-vertical-relative:line' coordorigin="1617,3488" coordsize="6090,3650"> <v:shapetype id="_x0000_t75" coordsize="21600,21600" o:spt="75" o:preferrelative="t" path="m@4@5l@4@11@9@11@9@5xe" filled="f" stroked="f"> <v:stroke joinstyle="miter" /> <v:formulas> <v:f eqn="if lineDrawn pixelLineWidth 0" /> <v:f eqn="sum @0 1 0" /> <v:f eqn="sum 0 0 @1" /> <v:f eqn="prod @2 1 2" /> <v:f eqn="prod @3 21600 pixelWidth" /> <v:f eqn="prod @3 21600 pixelHeight" /> <v:f eqn="sum @0 0 1" /> <v:f eqn="prod @6 1 2" /> <v:f eqn="prod @7 21600 pixelWidth" /> <v:f eqn="sum @8 21600 0" /> <v:f eqn="prod @7 21600 pixelHeight" /> <v:f eqn="sum @10 21600 0" /> </v:formulas> <v:path o:extrusionok="f" gradientshapeok="t" o:connecttype="rect" /> <o:lock v:ext="edit" aspectratio="t" /> </v:shapetype><v:shape id="_x0000_s1027" type="#_x0000_t75" style='position:absolute; left:1617;top:3488;width:6090;height:3650' o:preferrelative="f"> <v:fill o:detectmouseclick="t" /> <v:path o:extrusionok="t" o:connecttype="none" /> <o:lock v:ext="edit" aspectratio="f" text="t" /> </v:shape><v:line id="_x0000_s1028" style="position:absolute" mce_style="position:absolute" from="2090,3725" to="7114,3725" /> <v:line id="_x0000_s1029" style="position:absolute" mce_style="position:absolute" from="2090,4363" to="7114,4363" /> <v:line id="_x0000_s1030" style="position:absolute" mce_style="position:absolute" from="2090,4874" to="7114,4874" /> <v:line id="_x0000_s1031" style="position:absolute" mce_style="position:absolute" from="2090,5450" to="7114,5450" /> <v:line id="_x0000_s1032" style="position:absolute" mce_style="position:absolute" from="2090,6024" to="7114,6024" /> <v:line id="_x0000_s1033" style="position:absolute" mce_style="position:absolute" from="2090,6024" to="2090,6216" /> <v:line id="_x0000_s1034" style="position:absolute" mce_style="position:absolute" from="3108,6024" to="3108,6216" /> <v:line id="_x0000_s1035" style="position:absolute" mce_style="position:absolute" from="3991,6024" to="3991,6216" /> <v:line id="_x0000_s1036" style="position:absolute" mce_style="position:absolute" from="5280,6024" to="5280,6216" /> <v:line id="_x0000_s1037" style="position:absolute" mce_style="position:absolute" from="6503,6024" to="6503,6216" /> <v:shapetype id="_x0000_t202" coordsize="21600,21600" o:spt="202" path="m,l,21600r21600,l21600,xe"> <v:stroke joinstyle="miter" /> <v:path gradientshapeok="t" o:connecttype="rect" /> </v:shapetype><v:shape id="_x0000_s1038" type="#_x0000_t202" style='position:absolute; left:1940;top:6234;width:655;height:572;v-text-anchor:top-baseline' filled="f" fillcolor="#bbe0e3" stroked="f"> <v:textbox style="mso-next-textbox:#_x0000_s1038" mce_style="mso-next-textbox:#_x0000_s1038" inset="1.65072mm,.82536mm,1.65072mm,.82536mm"> <![if !mso]> <table cellpadding=0 cellspacing=0 width="100%"> <tr> <td><![endif]> <div> <p class=MsoNormal style="text-indent:0in;text-autospace:none" mce_style="text-indent:0in;text-autospace:none"><span lang=ZH-CN style='font-size:7.5pt;font-family:宋体;mso-ascii-font-family: Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:宋体;color:black; mso-ansi-language:ZH-CN'>价格</span><span lang=ZH-CN style="font-size:7.5pt; font-family:"Arial","sans-serif";mso-bidi-font-family:宋体;color:black; mso-ansi-language:ZH-CN" mce_style="font-size:7.5pt; font-family:"Arial","sans-serif";mso-bidi-font-family:宋体;color:black; mso-ansi-language:ZH-CN"><o:p></o:p></span></p> </div> <![if !mso]></td> </tr> </table> <![endif]></v:textbox> </v:shape><v:shape id="_x0000_s1039" type="#_x0000_t202" style='position:absolute; left:1722;top:5672;width:840;height:665;v-text-anchor:top-baseline' filled="f" fillcolor="#bbe0e3" stroked="f"> <v:textbox style="mso-next-textbox:#_x0000_s1039" mce_style="mso-next-textbox:#_x0000_s1039" inset="1.65072mm,.82536mm,1.65072mm,.82536mm"> <![if !mso]> <table cellpadding=0 cellspacing=0 width="100%"> <tr> <td><![endif]> <div> <p class=MsoNormal style="text-indent:0in;text-autospace:none" mce_style="text-indent:0in;text-autospace:none"><span lang=ZH-CN style='font-size:7.5pt;font-family:宋体;mso-ascii-font-family: Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:宋体;color:black; mso-ansi-language:ZH-CN'>低</span><span lang=ZH-CN style="font-size:7.5pt; font-family:"Arial","sans-serif";mso-bidi-font-family:宋体;color:black; mso-ansi-language:ZH-CN" mce_style="font-size:7.5pt; font-family:"Arial","sans-serif";mso-bidi-font-family:宋体;color:black; mso-ansi-language:ZH-CN"><o:p></o:p></span></p> </div> <![if !mso]></td> </tr> </table> <![endif]></v:textbox> </v:shape><v:shape id="_x0000_s1040" type="#_x0000_t202" style='position:absolute; left:1804;top:3488;width:653;height:624;v-text-anchor:top-baseline' filled="f" fillcolor="#bbe0e3" stroked="f"> <v:textbox style="mso-next-textbox:#_x0000_s1040" mce_style="mso-next-textbox:#_x0000_s1040" inset="1.65072mm,.82536mm,1.65072mm,.82536mm"> <![if !mso]> <table cellpadding=0 cellspacing=0 width="100%"> <tr> <td><![endif]> <div> <p class=MsoNormal style="text-indent:0in;text-autospace:none" mce_style="text-indent:0in;text-autospace:none"><span lang=ZH-CN style='font-size:7.5pt;font-family:宋体;mso-ascii-font-family: Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:宋体;color:black; mso-ansi-language:EN-GB'>高</span><span lang=ZH-CN style="font-size:7.5pt; font-family:"Arial","sans-serif";mso-bidi-font-family:宋体;color:black; mso-ansi-language:EN-GB" mce_style="font-size:7.5pt; font-family:"Arial","sans-serif";mso-bidi-font-family:宋体;color:black; mso-ansi-language:EN-GB"> </span><span lang=EN-GB style="font-size:7.5pt; font-family:"Arial","sans-serif";mso-bidi-font-family:宋体;color:black; mso-ansi-language:EN-GB" mce_style="font-size:7.5pt; font-family:"Arial","sans-serif";mso-bidi-font-family:宋体;color:black; mso-ansi-language:EN-GB"><o:p></o:p></span></p> </div> <![if !mso]></td> </tr> </table> <![endif]></v:textbox> </v:shape><v:shape id="_x0000_s1041" type="#_x0000_t202" style='position:absolute; left:2944;top:6305;width:467;height:771;v-text-anchor:top-baseline' filled="f" fillcolor="#bbe0e3" stroked="f"> <v:textbox style="layout-flow:vertical-ideographic;mso-next-textbox:#_x0000_s1041" mce_style="layout-flow:vertical-ideographic;mso-next-textbox:#_x0000_s1041" inset="1.65072mm,.82536mm,1.65072mm,.82536mm"> <![if RotText]><![if !mso]> <table cellpadding=0 cellspacing=0 width="100%"> <tr> <td><![endif]> <div> <p class=MsoNormal style="text-indent:0in;text-autospace:none" mce_style="text-indent:0in;text-autospace:none"><span lang=ZH-CN style='font-size:7.5pt;font-family:宋体;mso-ascii-font-family: Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:宋体;color:black; mso-ansi-language:ZH-CN'>手机厂商</span><span lang=ZH-CN style="font-size: 7.5pt;font-family:"Arial","sans-serif";mso-bidi-font-family:宋体;color:black; mso-ansi-language:ZH-CN" mce_style="font-size: 7.5pt;font-family:"Arial","sans-serif";mso-bidi-font-family:宋体;color:black; mso-ansi-language:ZH-CN"><o:p></o:p></span></p> </div> <![if !mso]></td> </tr> </table> <![endif]><![endif]></v:textbox> </v:shape><v:shape id="_x0000_s1042" type="#_x0000_t202" style='position:absolute; left:4977;top:6280;width:735;height:692;v-text-anchor:top-baseline' filled="f" fillcolor="#bbe0e3" stroked="f"> <v:textbox style="mso-next-textbox:#_x0000_s1042" mce_style="mso-next-textbox:#_x0000_s1042" inset="1.65072mm,.82536mm,1.65072mm,.82536mm"> <![if !mso]> <table cellpadding=0 cellspacing=0 width="100%"> <tr> <td><![endif]> <div> <p class=MsoNormal style="text-indent:0in;text-autospace:none" mce_style="text-indent:0in;text-autospace:none"><span lang=EN-GB style='font-size:7.5pt;color:black;mso-ansi-language:EN-GB'>CP/SP</span><span lang=ZH-CN style='font-size:7.5pt;color:black;mso-ansi-language:ZH-CN'><o:p></o:p></span></p> </div> <![if !mso]></td> </tr> </table> <![endif]></v:textbox> </v:shape><v:shape id="_x0000_s1043" type="#_x0000_t202" style='position:absolute; left:3818;top:6280;width:469;height:741;v-text-anchor:top-baseline' filled="f" fillcolor="#bbe0e3" stroked="f"> <v:textbox style="layout-flow:vertical-ideographic;mso-next-textbox:#_x0000_s1043" mce_style="layout-flow:vertical-ideographic;mso-next-textbox:#_x0000_s1043" inset="1.65072mm,.82536mm,1.65072mm,.82536mm"> <![if RotText]><![if !mso]> <table cellpadding=0 cellspacing=0 width="100%"> <tr> <td><![endif]> <div> <p class=MsoNormal style="text-indent:0in;text-autospace:none" mce_style="text-indent:0in;text-autospace:none"><span lang=ZH-CN style='font-size:7.5pt;font-family:宋体;mso-ascii-font-family: Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:宋体;color:black; mso-ansi-language:ZH-CN'>运营商</span><span lang=ZH-CN style="font-size:7.5pt; font-family:"Arial","sans-serif";mso-bidi-font-family:宋体;color:black; mso-ansi-language:ZH-CN" mce_style="font-size:7.5pt; font-family:"Arial","sans-serif";mso-bidi-font-family:宋体;color:black; mso-ansi-language:ZH-CN"><o:p></o:p></span></p> </div> <![if !mso]></td> </tr> </table> <![endif]><![endif]></v:textbox> </v:shape><v:shape id="_x0000_s1044" type="#_x0000_t202" style='position:absolute; left:6355;top:6280;width:468;height:796;v-text-anchor:top-baseline' filled="f" fillcolor="#bbe0e3" stroked="f"> <v:textbox style="layout-flow:vertical-ideographic;mso-next-textbox:#_x0000_s1044" mce_style="layout-flow:vertical-ideographic;mso-next-textbox:#_x0000_s1044" inset="1.65072mm,.82536mm,1.65072mm,.82536mm"> <![if RotText]><![if !mso]> <table cellpadding=0 cellspacing=0 width="100%"> <tr> <td><![endif]> <div> <p class=MsoNormal style="text-indent:0in;text-autospace:none" mce_style="text-indent:0in;text-autospace:none"><span lang=ZH-CN style='font-size:7.5pt;font-family:宋体;mso-ascii-font-family: Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:宋体;color:black; mso-ansi-language:ZH-CN'>手机用户</span><span lang=ZH-CN style="font-size: 7.5pt;font-family:"Arial","sans-serif";mso-bidi-font-family:宋体;color:black; mso-ansi-language:ZH-CN" mce_style="font-size: 7.5pt;font-family:"Arial","sans-serif";mso-bidi-font-family:宋体;color:black; mso-ansi-language:ZH-CN"><o:p></o:p></span></p> </div> <![if !mso]></td> </tr> </table> <![endif]><![endif]></v:textbox> </v:shape><v:shapetype id="_x0000_t187" coordsize="21600,21600" o:spt="187" adj="8100" path="m21600,10800l@2@3,10800,0@3@3,,10800@3@2,10800,21600@2@2xe"> <v:stroke joinstyle="miter" /> <v:formulas> <v:f eqn="sum 10800 0 #0" /> <v:f eqn="prod @0 23170 32768" /> <v:f eqn="sum @1 10800 0" /> <v:f eqn="sum 10800 0 @1" /> </v:formulas> <v:path gradientshapeok="t" o:connecttype="rect" textboxrect="@3,@3,@2,@2" /> <v:handles> <v:h position="#0,center" xrange="0,10800" /> </v:handles> </v:shapetype><v:shape id="_x0000_s1045" type="#_x0000_t187" style='position:absolute; left:3040;top:5002;width:204;height:256;v-text-anchor:middle' fillcolor="#bbe0e3" /> <v:shape id="_x0000_s1046" type="#_x0000_t187" style='position:absolute; left:3923;top:4747;width:203;height:255;v-text-anchor:middle' fillcolor="#bbe0e3" /> <v:shape id="_x0000_s1047" type="#_x0000_t187" style='position:absolute; left:5144;top:5896;width:204;height:256;v-text-anchor:middle' fillcolor="#bbe0e3" /> <v:shape id="_x0000_s1048" type="#_x0000_t187" style='position:absolute; left:6367;top:5002;width:203;height:256;v-text-anchor:middle' fillcolor="#bbe0e3" /> <v:shapetype id="_x0000_t12" coordsize="21600,21600" o:spt="12" path="m10800,l8280,8259,,8259r6720,5146l4200,21600r6600,-5019l17400,21600,14880,13405,21600,8259r-8280,xe"> <v:stroke joinstyle="miter" /> <v:path gradientshapeok="t" o:connecttype="custom" o:connectlocs="10800,0;0,8259;4200,21600;17400,21600;21600,8259" textboxrect="6720,8259,14880,15628" /> </v:shapetype><v:shape id="_x0000_s1049" type="#_x0000_t12" style='position:absolute; left:2972;top:5896;width:204;height:192;v-text-anchor:middle' fillcolor="#339" strokecolor="#9c0" /> <v:shape id="_x0000_s1050" type="#_x0000_t12" style='position:absolute;left:3991; top:4236;width:204;height:192;v-text-anchor:middle' fillcolor="#339" strokecolor="#9c0" /> <v:shape id="_x0000_s1051" type="#_x0000_t12" style='position:absolute;left:5144; top:5450;width:204;height:191;v-text-anchor:middle' fillcolor="#339" strokecolor="#9c0" /> <v:shape id="_x0000_s1052" type="#_x0000_t12" style='position:absolute;left:6367; top:4556;width:203;height:191;v-text-anchor:middle' fillcolor="#339" strokecolor="#9c0" /> <v:line id="_x0000_s1053" style="position:absolute;flip:y" mce_style="position:absolute;flip:y" from="3108,4363" to="4058,5960" /> <v:line id="_x0000_s1054" style="position:absolute" mce_style="position:absolute" from="4126,4363" to="5212,5513" /> <v:line id="_x0000_s1055" style="position:absolute;flip:y" mce_style="position:absolute;flip:y" from="5280,4683" to="6434,5513" /> <v:shape id="_x0000_s1056" type="#_x0000_t202" style='position:absolute; left:5144;top:4266;width:2518;height:470;v-text-anchor:top-baseline' filled="f" fillcolor="#bbe0e3" stroked="f"> <v:textbox style="mso-next-textbox:#_x0000_s1056" mce_style="mso-next-textbox:#_x0000_s1056" inset="1.65072mm,.82536mm,1.65072mm,.82536mm"> <![if !mso]> <table cellpadding=0 cellspacing=0 width="100%"> <tr> <td><![endif]> <div> <p class=MsoNormal style="text-autospace:none" mce_style="text-autospace:none"><span lang=ZH-CN style="font-size:7.5pt;font-family:宋体;mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:Arial;color:black;mso-ansi-language:ZH-CN" mce_style="font-size:7.5pt;font-family:宋体;mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:Arial;color:black;mso-ansi-language:ZH-CN">基于</span><span style='font-size:7.5pt;color:black'>BREW</span><span lang=ZH-CN style="font-size:7.5pt;font-family:宋体;mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:Arial;color:black;mso-ansi-language:ZH-CN" mce_style="font-size:7.5pt;font-family:宋体;mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:Arial;color:black;mso-ansi-language:ZH-CN">的解决方案</span><span lang=ZH-CN style='font-size:7.5pt;color:black;mso-ansi-language:ZH-CN'><o:p></o:p></span></p> </div> <![if !mso]></td> </tr> </table> <![endif]></v:textbox> </v:shape><w:wrap type="none" /> <w:anchorlock /> </v:group><![endif]--><!--[if mso & !supportInlineShapes & supportFields]><v:shape id="_x0000_i1025" type="#_x0000_t75" style='width:304.5pt;height:171.6pt'> <v:imagedata croptop="-65520f" cropbottom="65520f" /> </v:shape><span style="mso-element:field-end" mce_style="mso-element:field-end"></span><![endif]-->
图4-12 BREW的蓝海布局图
价值链（Value Chain）是美国学者迈克尔·波特（Michael E Porter）于1985年提出的理论。任何企业的价值链都包括从最初的供应商手里得到原材料直到将最终产品送到用户手中的全过程。就移动增值业务而言，其价值链如图4-13所示。
<!--[if gte vml 1]><v:shape id="_x0000_i1026" type="#_x0000_t75" style='width:281.25pt;height:36.75pt'> <v:imagedata src="file:///C:\DOCUME~1\hongweic\LOCALS~1\Temp\msohtmlclip1\01\clip_image005.jpg" mce_src="file:///C:\DOCUME~1\hongweic\LOCALS~1\Temp\msohtmlclip1\01\clip_image005.jpg" o:title="4t14" /> </v:shape><![endif]-->
图4-13 移动增值业务的价值
任何一个企业是在两个不同的世界中进行竞争的，一个是有形资源世界，称为“市场场所”（market place）；另一个则是信息构成的虚拟世界，称为“市场空间”（market space）。它们通过不同的价值链开展价值创造活动。前者通过“有形价值链”，即采购、生产与销售，后者通过“虚拟价值链”，即信息的收集、组织、刷选与分配。两条价值链的增值过程并不相同，有形价值链是由一系列线性作业构成的，而虚拟价值链则是非线性的，有潜在的输入输出点。利用BREW，任何一个与移动增值业务相关的企业都可以根据自己的组织、结构、战略观点对这两个过程进行管理，提出新的观点、产品、服务和技术上的挑战。
由于顾客的需求增加、国际互联网的冲击，以及市场高度竞争，企业应改变相关设计，将传统的价值链转变为价值网。价值网是由成员企业和合作伙伴构成的，它把相互独立的客户联系起来，企业本身不是网络，而是提供网络服务。价值网促进了所有成员在统一的基础上进行联系，这种电子方式的联系可使得各成员按日程表合作，共享资源，结合彼此的优势一起开发和完成业务。
显然，BREW是面向移动增值业务价值链或者价值网的黏合剂。