Remy released smart eco-strategy: competitors and what crisis?
New flagship handset millet millet was released on January 15 Note price from USD 2299, and embarked the Gao Tongxiao 810 processor with high starting price is about $ 3299, published this is the phone for three years since price exceed 2000 Yuan for the first time, and stand up to 3000 Yuan price.
Why millet into intelligent ecological platform?
“Millet finally gave up cost-effective routes, no longer has a fever”, a mobile industry bigwigs to one survey evaluation of message said. Lei clearly does not agree with design and execution to break through to deal with millet Note pricing questions.
In one survey, millet in traditional 2000 Yuan and 600-800 Yuan stalls facing Huawei, Hyundai, Meizu and other domestic competitors “Red Sea”-style encirclement. In the past in 2014, phone shipments 61.12 million units, complete 60 million shipment, but did not reach 80 million target ceiling; MIUI user 85 million, likewise did not complete the target of 100 million; millet 2014 revenue growth was significantly lower handset shipment growth, suggests that millet sale price is lower. While at the same time, the domestic mobile phone market is saturated, after nearly four years of explosive growth. According to the latest Ministry figures show 2014 452 million domestic mobile phone shipments, fell 21.9%; 389 million Smartphone shipments, fell 8.2%.
“Judging from the period of the next three years, the domestic smartphone market to a mature replacement market, with annual shipments will stabilize at 4-4. about 500 million scale. In the fierce market competition, the 20% become the market share of each firm during the peak of red line-even if Samsung has failed to achieve this number. “responsible for nearly 10 years of mobile phone manufacturers in the domestic market Vice President for one survey said. This also means that annual shipments in the domestic market, Remy “red lines” in the 80 million or so supercharged growth is now near completion. Well, millet how to keep your business on the fast-growing, as well as in the capital markets for a strong “gold” status?
In January 15 millet new launches Shang, Lei to out has answers: “millet of target is let user can to phone for Center, connection all of smart equipment”. This is Lei first on millet smart ecological made clear described, “connection all” concept also became following micro letter Hou, millet future development of new target, and which “hardware + software” of ecological chain construction speed, apparently than micro letter more quickly directly.
Millet smart eco do?
Lei believes that traditional smart device has three major pain points: complicated phone connections, APP, cloud services are required for each device. Target, Remy took a three-step strategy:
First step research universal smart modules, the traditional equipment is transformed into smart device that can be connected. The second step, developing universal control center. With a unified control center, solve the problem of user to connect different equipment need to install the APP. The third step, in order to solve the problem of cloud services, investment, and millet based on kingsoft, are being systematically building cloud services platform, small Mijun cloud services will be aimed at application level, millet eco provides users with extensions such as cloud storage services.
Smart content consumption is millet ecology plays a very important part. Film and television content through a series of layout, millet is trying to provide more comprehensive content services for home users. Box mini millet millet’s latest edition, canceled the extended interface. When users consume content, more reliant on Internet video platforms and external intelligent devices, routers, NAS storage push.
In other words, millet around the hardware + software + services, unified platform of intelligent eco-standards, interfaces, storage and control center, this is the Lei in the mobile phone category after millet size of stock to raise tens of billions of dollars, target to build commercial eco-moving into the billion-dollar company’s ambitions.
Millet intelligent ecological competitors
The past ten years, smart home concept in the tepid State, and formed a major “faction”:
1, system-level enterprises. Google announced its $ 3.2 billion acquisition of Nest in early 2014, start smart home strategy. Nest Google Labs working with ARM’s “Thread Group” open Union is expected to begin in June 2015-certified products. IP-based secure network protocols and the ubiquity of Android system, Google is seeking from smart phones to smart connection family. Apple would prefer to rely on through Apple TV, using SiRi to achieve control of the HomeKit supported devices in the family. But the former landing difficulties in the Chinese market because of policy reasons, the latter is slow progress in the process of integrating smart devices.
2, home appliance manufacturers. In 2015 on the CES, international enterprises represented by LG, Samsung, TCL, Haier, representatives of the Chinese companies are on display to highlight the concept of smart home smart appliances. However, as home appliances replacement cycle, consumers purchased more miscellaneous appliance brands, standards are not unified and other reasons, in the household appliances business-led smart home concept success rate was not high.
3, Internet businesses. Internet companies more dependent on their own existing ecosystem, attracting various intelligent hardware manufacturers to join their eco-chain. BAT intelligent hardware open platform have been established, 360 is cool and set up a joint venture company. Giants from ever getting into the Smartphone experience that Internet companies are not that good in the field of hardware. However, from the perspective of platform operation, Internet businesses on millet smart ecological impact should not be underestimated.
4, communications companies. In the current communications equipment companies, Huawei tried earlier in 2014 and work with Skyworth cool open unveiled its first smart TV, announced the launch of intelligent ecological platform. But compared with the mobile phone business, smart home business with Huawei clearly deviated from further afield. Huawei CFO Mon night boat is interview with reporter in one survey has made it clear that “Huawei’s success is to focus on one of the most important lessons of the past, smart home investment depends on the terminal business of their own development needs.”
5, chip companies. Dominated by Qualcomm’s “AllSeen Alliance” by starting early, there are now more than 70 corporate members. Sponsored by companies such as Intel, mediatek, Broadcom open interconnect Alliance of OIC (Open Interconnect Consortium) has attracted include international companies such as Samsung, Dell, macro support. Backward from chain underlying intelligent household industry matures and standards established, have a relatively high likelihood of success. Millet and its ecosystem intelligent hardware products at present, programmes also relies heavily on the chip maker. Although millet earlier investment in core technology into the chip industry, but the core products are mainly concentrated in the area of low-end communications chips, for a long period of time, can alter the millet in intelligent eco-chips rely on other international companies in the field of the status quo.
Millet intelligent ecological opportunities and risks
Compared with the above five categories of enterprises, millet is the systematic integration of hardware + software + service, only the millet has the conditions for the realization of this concept: millet MIUI activated users has reached 85 million, 2015 forecasts for continued growth in shipments with millet, millet population will exceed 100 million domestic users.
Lei also revealed in its intelligent ecological concepts, millet is now traditional home appliances made smart module costs have dropped to 22 Yuan, hopes to 15 per cent within a year, 2 years from 10 Yuan. Why millet in cooperation with the United States on the issue, Lei also said it wants the United States each year, about 300 million shipment of household electrical appliances, connected smart devices millet can be supported in the future. Plus phone and millet 100 hardware investment company, Lei pass millet “connecting all” ambitions and goals.
Traditional Web APP using a custom portal application can only capture one user, and if the millet by phone + router integrated user family life, then all Internet companies, cell phone companies, home appliance businesses rely on Lei in the possession of the user entry, this is power smart eco. Not only that, the millet by consolidating users data everywhere, can be targeted optimization of the current mobile Internet applications and intelligent hardware, coupled with low sales and e-commerce platform, strong back, which drifted away from the millet intelligent eco-systems businesses will also form a serious survival challenges.
Eco-system increases rapidly but with millet, millet at the product level rapidly increasing risk of mistakes. How to control the growth of millet rationality of ecological system and “pig’s teammate” erring impact within a certain range, 2015 will be millet’s first test in intelligent eco-building.
Lei said in a media interview, also said: mobile phone investments in upstream and downstream ecological chain must have failed there is success. 90% is a startup failure rate, but after millet investment, the venture will greatly enhance the success rate of the company – companies can use millet company brands and channels. However, “If in the future some of millet company closed, of course I do not want to have a close, everybody would say, millet patterns are broke, everyone says Lei to die. ”
At the press conference scene, Lei emphasizes millet intelligent ecology is “not exclusive, open, not stand” and expressed as millet ecological chain expand in the future, will be open to all partners. However, Lei has not forgotten the ridicule and his gamble Chairman Dong mingzhu of gree group of 1 billion yuan: “dongdajie said a lot of unsaid”, “millet ecosystem partners, including start-ups and, of course, can include gree. ”
Lei will eventually win the bet, right?