Recently, OnePlus officially announced its plans to develop smart TVs. CEO Liu Zuohu stated that OnePlus will “invest in the field of Internet smart home with the mentality of an explorerâ€, and this is the first time the company has expanded its main product line. However, in addition to mobile phones, OnePlus has only made earphones and Other related Accessories before, and has almost no experience in the field of smart TVs, and its future development will also be full of uncertainties.
As we all know, on the global smartphone battlefield, OnePlus is one of the few new players who can grab market share from Samsung, Huawei, Apple, and Xiaomi and continue to maintain a competitive advantage. Since entering the mobile phone market as a "novice" in 2013, OnePlus has built eight flagship products in five years, and has gained tens of millions of users worldwide with good reputation and services. . According to OnePlus official data, from 2013 to 2018, OnePlus’ global mobile phone business has grown steadily. Especially in the second quarter of 2018, the sales of high-end smartphones in India surpassed Apple and Samsung to rank first. Widely acclaimed among technology enthusiasts in North America.
But from a long-term development perspective, "putting eggs in one basket" is extremely unreliable. Especially in the current situation where the growth rate of the global smart phone market continues to slow down and the user replacement cycle is greatly extended, the business transformation of OnePlus is imminent. If no new business growth point can be found, the next few years will undoubtedly be dragged down the abyss of stagnant development or even bankruptcy.
So why does OnePlus prefer the smart TV market over other areas? First of all, because smart TVs can make full use of its rich experience in the mobile phone market for many years. In fact, in the fields of smart phone system design, image quality, interactive interface, etc., OnePlus has been attracting thousands of users with its UI interaction "no burden" concept, which is also its ability to compete in the smart phone market of giants. The important reason for winning the top spot is a must. For smart TVs, the user interface and interaction design are also the most critical and most direct embodiment of the experience. With years of product development and application experience, I believe that OnePlus’ advantages in the field of mobile phone interaction can also be used in Internet intelligence. The TV field has played incisively and vividly.
On the other hand, as the most precious resource pool for OnePlus to develop its service ecosystem, "OnePlus Community" will also lay a solid user base for the company to develop smart TVs and even more smart hardware ecosystems. According to Liu Zuohu, CEO of OnePlus, the OnePlus community currently has more than 5 million registered users from 196 countries. Starting from OnePlus 1, OnePlus has been improving with these community users from different countries and backgrounds around the world. And to optimize products, future smart TV projects will continue to use this interactive participation model, allowing users to help OnePlus create smart TVs and smart home products that satisfy users.
Finally, the continuous growth of the market is also an important cause. From a data perspective, from 2014 to 2017, the proportion of domestic netizens using smart TVs is gradually increasing, from 15.6% to 28.2% in three years, an increase of nearly 13%. As the proportion of users continues to rise, smart TVs have now become a new growth point in the traditional TV industry. Throughout the first half of 2018, smart TV sales 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 by 2017 it soared to 64%. It is expected that the market share by the end of 2018 will reach 70%.
However, instead of its "predecessor" Xiaomi's positioning of high cost performance in the smart home field, OnePlus is positioning its products in the high-end smart market, which the editors are not optimistic about. Because on the one hand, in today’s smart TV market, there are many brands with good product performance and low prices, such as TCL, Hisense, Konka, and Xiaomi TV. In the Chinese market that prefers high cost performance, OnePlus, which is positioned as a high-end, does not have much competition. Advantages, let alone the Indian market; Moreover, in the field of smart TV, OnePlus not only does not have the core technological advantages of traditional TV manufacturers, nor does it have the capital advantages of its predecessor Xiaomi or even Huawei, which will enter the market in the future. The price war, its business development is equally worrying!
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