One plus to join the field of smart TV: a bold attempt in the predicament

- Oct 24, 2018-

Recently, one plus officially announced plans to develop smart TV. CEO Liu Zuohu said that one plus will "invest in the field of Internet smart home with an explorer's attitude", which is the first time the company has expanded its main product line. However, in addition to mobile phones, before the addition of only related accessories such as headphones, there is almost no experience in the field of smart TV, and its future development will be full of uncertainty.


As we all know, on the global smartphone battlefield, one plus is one of the few new players who can gain market share from Samsung, Huawei, Apple and Xiaomi and continue to maintain competitive advantage. Since it officially entered the mobile phone market as a “newbie” in 2013, it has created eight flagship products in five years, and has won tens of millions of users around the world with good reputation and service. . According to an official data show, from 2013 to 2018, one plus the global mobile phone business grew steadily, especially in the second quarter of 2018, the sales of high-end smartphones in India exceeded Apple and Samsung, and in Europe and North American technology enthusiasts are widely acclaimed.


But from a long-term perspective, "putting eggs in a basket" is extremely unreliable. Especially in the current situation of the global smartphone market growth rate continues to slow down and the user change cycle is greatly lengthened, the business transformation of the company is imminent. If you can't find a new business growth point, it will undoubtedly be pulled down in the abyss of development stagnation or even bankruptcy in the next few years.


So why do you prefer the smart TV market instead of other areas? First of all, because smart TV can make full use of its rich experience in the mobile phone market for many years. In fact, in the field of smartphone system design, image quality, interactive interface, etc., I have been attracting thousands of users with the concept of “no burden” of UI interaction, which is also the smart phone market in the giants. The important reason for winning the top is a must. For smart TV, user interface and interaction design are also the most important and most direct reflection nodes. With years of product development and application experience, I believe that the advantages of one plus in the field of mobile communication can also be in the Internet intelligence. The TV field is fully played.


On the other hand, as one of the most valuable resource pools for the development of service ecology, “One Plus Community” will also lay a solid user foundation for the company to develop smart TV and even more intelligent hardware ecology. According to Liu Zuohu, CEO of Yijia, the Jiajia community already has more than 5 million registered users from 196 countries. Starting from one plus one, Yijia has been improving with this group of users from different countries and different backgrounds around the world. And to optimize products, the future smart TV project will continue to use this interactive participation mode, allowing users to help together to create a smart TV and smart home products that satisfy users.


Finally, the growing market is also an important cause. From the data point of view, from 2014 to 2017, the proportion of netizens using smart TV in China is gradually increasing, from 15.6% to 28.2% in three years, an increase of nearly 13 percentage points. With the increasing proportion of users, smart TV has become a new growth point in the traditional TV industry. Throughout the first half of 2018, sales of smart TV accounted for 85% of global TV sales. At the same time, global smart TV shipments are also growing steadily. In 2015, smart TV shipments accounted for 45%, and in 2017 it surged to 64%. It is expected that the market share will reach 70% by the end of 2018.


However, unlike its "predecessor" Xiaomi's positioning in the smart home field, the price is different, and one plus is positioning the product in the high-end smart market. The editors are not optimistic about this. Because on the one hand, today's smart TV market, there are many brands with good performance and low price, such as TCL, Hisense, Konka and Xiaomi TV. In the Chinese market, which prefers high cost performance, there is not much competition for positioning high-end one plus. Advantages, not to mention the Indian market; moreover, in the field of smart TV, one plus not only has the core technological advantages of traditional TV manufacturers, but also has the capital advantage of its predecessor Xiaomi and even Huawei, which will enter the market in the future. The price war, its business development is equally worrying!