"It's all about making money, and the task of changing the world is to give it to others!"
This sentence, used to describe the smart watch manufacturers that have emerged from now on, is simply more suitable.
Recently, Shakil Barkat, head of global product development at Motorola and Lenovo Mobile Group, said that due to lack of attractiveness in the market, it will indefinitely postpone the next generation R&D of its Android Wear smart watch product MOTO 360. People have speculated that this move marks MOTO's launch of the smart phone market.
But it wasn’t MOTO who started to recuperate. In September of this year, LG and Huawei also announced that because the market response is not enthusiastic, this year will no longer introduce a new generation of smart watch products.
Nowadays it is like a "yellow flower yesterday" smart watch, it is hard to imagine that just two years ago, like the VR and AR industries next door, it is also in full swing.
According to market research agency IDC, the global smart watch industry shipments in the third quarter of 2016 were only 2.7 million units, a decrease of 51% compared to the same period last year. Among them, Apple Watch ranked first in terms of shipments to 1.1 million units, which accounted for 41.3% of the market. Garmin ranked second ranked at 20% of the market with 600,000 units of shipments. MOTO ranked fourth with only 100,000, a 73.3% year-on-year decline
What is the reason that makes Android Wear smart watch industry so sluggish?
Software: Google's tough position
When it comes to Google's smart wearable system, Android Wear, MOTO 360 can be said to be the first group of followers. This has a great connection with the acquisition of Google by MOTO.
Although Lenovo announced in January 2014 that it will acquire Motorola from the valley singer, it will be two months earlier than the launch of MOTO 360. But as early as before the acquisition, or Motorola, a subsidiary of Google, Android Wear smart watch business has long been established, coupled with the rumors of Apple's release of smart watches in the same year in the Internet buzzing, smart wear market hot. MOTO 360 was already on the strings and had to send.
However, unlike Google’s Android operating system’s “openness†attitude, Google seems to be interested in strengthening the closure of the Android Wear system and avoid similar fragmentation of the mobile phone system. Android Wear does not leave manufacturers with too much customizable space. Many API APIs are only owned by the valley singer.
For countries and regions that do not support Google services, such as China, Google can only achieve “centralization†of smart wearable products through “investmentâ€: In October 2015, Google announced that it would invest in “Go Out Ask & Ticwearâ€3 Billion U.S. dollars jointly developed a smartphone operating system and a Chinese language system for the Chinese market.
The unification of the system limits the manufacturer's exclusive customization of the product on the hardware, and makes the Android Wear smart watch on the market look even more uniform.
Hardware: The opposite of the logic of interaction
Limited by the size of the human wrist, in order to balance the perception when worn, it also limits the smart watch screen area. The mainstream smart watches on the market, the screen size is often not more than 2 inches, compared to limited by the single handheld grip, nowadays the screen is getting larger and larger, has reached 5.5 to 6 inches of smart phones is simply running in the opposite direction.
The small screen has higher requirements for the user's click accuracy, and the experience is even worse. At the same time, it also affects the efficiency of input. Imagine how ridiculous is a finger like a carrot, typing or handwriting on a mahjong-sized dial.
In addition to the interaction level limitation, on the hardware level, the small size of the body limits the size of components, not only limiting the battery capacity, making it difficult for smart watches to escape the fate of a full day, but also limiting the speaker space, making the sound of smart watches difficult Listen in a noisy environment.
Psychology: Unable to support "feelings"
When it comes to the "square" or "circle" of watches, most consumers will choose "round." Obviously, the "circle" shape not only meets the cognition of most watches, but also conforms to the "cycle" concept of "day after day, time and again".
The role of a beautiful mechanical watch is not only to record the "scale" of time, but also to pay tribute to the time-honored traditional "classic".
For example, the centuries-old Swiss mechanical watch brands take the “small and beautiful†luxury goods line. All kinds of precision gears and springs transmit and influence each other, which is the inheritance and development of the traditional craftsmanship spirit and also highlights the wearer. Taste and identity.
On the other hand, smartwatches are more inclined to functional consumer goods. Given the various smart watch operating systems, they will have certain platform effects and clustering effects. The more users on the platform, the better the interconnection effect between users and the value of the platform. The bigger it is. On the contrary, the value of the platform will be limited accordingly.
In addition, as smart watches emphasize functionality, as the semiconductor chips follow "Moore's Law," the performance has improved with each passing day, and has also disguisedly accelerated the frequency of replacement of smart watches.
This creates a certain conflict with the “decoration†function of the watch: if you want to make the watch decorative and have a sense of design, whether you use precious stones or precious metals, sophisticated designs are real money, and the price is hard to be low. , And the smart watch is frequently upgraded, it can not cause too much upgrade burden to the user, can only reduce the price, the quality is difficult to enhance.
So for the user's portrait of a smart watch, it looks like this:
Where does a smart watch come out?
The first way is to study Garmin and take the “professional†route. Since it is impossible to hold up the user’s taste and identity in terms of appearance and material, it is better to change the train of thought by adding professional sensors (such as GPS and air pressure) to the watch. , heart rate, blood oxygen, etc., not only in the functional more targeted market segments, but also bring out the professional and authority of the wearer in the sports field, function and decoration are correct. This is the reason why Garmin can still maintain triple growth in the smart watch market if it shrinks by half.
Another way is to temporarily suspend the smart watch market. Today, the smart watch market is in a slump, and we continue to insist that even the R&D costs will not be earned. You may wish to recharge your batteries and wait until next door to Apple, Google or other vendors to go through the drowning. When they found enough exciting features to re-ignite the market, they launched a series of products directly based on the functions that consumers liked. They “take back†and enjoy the benefits of fishing.
Borrowing Jobs's famous saying: First-rate companies "would need to change the world while they are alive" and second-rate companies "can't adapt to the world if they couldn't live."
[This article comes from the Tencent News client from the media, does not represent the views and positions of Tencent News. 】
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