(The mobile smart screen and smart screen mentioned in this article are not smart screen color TV products of Huawei, Haier and other brands, but a completely different category!) According to RUNTO data, from January to May 2024, the sales volume of China Mobile's smart screen online market increased by 263% compared with 2023. Among them, Baidu's small degree increase market accounted for nearly half. Mobile smart screen has become a "smart speaker", a new hot spot pursued by the industry!
From only listening to seeing
From the perspective of category evolution, the mobile smart screen is an advanced version of the smart speaker. Early smart speakers mainly voice control and audio playback of the two main functions, since then some of the so-called high-end products increased the "video display function", and then further increased the "touch screen operation function".
The current mobile smart screen, more display and touch as the main "operation interface", will further enlarge the display function, and superimpose battery powered mobile applications, with audio and voice control functions, and special emphasis on the upgrade of computing power and storage capacity. In terms of product form, it is more similar to a large home tablet computer.
Picture: AOC office heart screen demonstration
Since 2024, AI function has become another core selling point of mobile smart screens. For example, in April this year, the small degree add Add Bishi machine enjoy version, equipped with rich AIGC applications customized based on the large model of the heart, Baidu's own AI native operating system DuerOS X, focusing on multi-modal perception, multi-round intelligent interaction, long and short memory storage and understanding, more anthropomorphic dialogue application experience. The industry believes that smart speakers - mobile smart screens, a new species of this line, will take large model semantic voice interaction as the core in the future to create new functional performance.
Therefore, if the smart speaker is the 1.0 of the home or office "intelligent assistant" type of device, then the mobile smart screen is version 1.5, and the Ai mobile smart screen will be version 2.0. The combination of voice, AIGC large model, touch control, speaker and display, camera, etc. brings about the superposition of functions, so that the mobile smart screen has achieved more dimensions of "value".
Seize the home and office "niche" gaps
Why build mobile smart screen products? From the perspective of industry experts, the initial idea was to "supplement the ecological gap of small and medium-sized screen display and interaction in the home or office."
On the one hand, mobile phones and tablets occupy a small audiovisual and smart niche, on the other hand, color TV continues to be large size, 32/43 inches has become a niche product, the average application size of new models to 70+. This makes the home audio-visual ecological space around 20 inches appear blank. In particular, the combination of the functions of traditional PC computers and the characteristics of the emerging intelligent ecology are not high, and the medium size shows that the market needs "new species" whether at home or in the office.
Picture: AOC office heart screen demonstration
From an interactive point of view, PC displays are not designed for touch applications, and color TV products are not touch products. This also allows the "interactive function" perspective to open up a "mid-size touch value" niche in both the home and office.
For example, AOC office screen not only supports multiple types of pen tip selection, but also supports 1024-level pressure sensing smart capacitors, which is closer to the real writing effect. It is equipped with a light sound universal wheel, which can move flexibly to break the inherent space, push and go, and open where you want to have a meeting. According to the environment of the meeting site and the number of participants to perform horizontal and vertical rotation, pitching, high and low six adjustment, the screen can be easily adjusted to the appropriate Angle, so as to carry out efficient meetings.
For example, Philips business Display will launch a new mobile smart screen in the second half of the year, which not only inherits Philips' consistent excellent quality and innovative spirit, but also carries out a comprehensive upgrade in functionality and practicality. The design is lightweight and easy to move, breaking the shackles of traditional fixed display devices. The use of high-strength, lightweight materials not only ensures the durability of the product, but also greatly reduces the burden of transportation and installation. In addition to the hardware upgrade, the Philips mobile smart screen has also been comprehensively optimized in terms of software, equipped with the latest intelligent operating system, and supports the download and use of a variety of applications. Users can install or uninstall the software at any time according to their needs to achieve personalized customization. In addition, it also supports multi-screen interaction, remote control and other functions, bringing users a more convenient and efficient user experience.
Picture: Philips business display mobile smart screen new products
For example, CISONE Kievo mobile smart screen, which has the characteristics of lightweight and easy to carry, while supporting a variety of display modes and interaction methods. Whether it is home entertainment, watching movies, brushing Tiktok and commercial display, mobile smart screens can provide users with flexible, convenient and easy display solutions.
Medium size audio-visual + touch interaction - this is the earliest mobile smart screen ecological space. Perhaps, how large the rigid requirement category of this space is is still a question that needs continuous verification; However, the existence of such an application value gap in the market is real. Baidu small degree first card this blank spot. Since then, color TV brands and smart speaker companies have also actively intervened. Especially in the context of the continuous decline in sales of color TV and smart speaker products in recent years, mobile smart screens are considered to be a "potential replacement stock".
With the advent of the era of AI large models, the medium size and touch control of mobile smart screens collide with AIGC applications again, generating more value-added value. Compared to color TV, touch operation makes AI application easier; At the same time, the mobile smart screen also has advantages in computing power and storage; The medium display size also facilitates close observation, interactive and remote video applications. Compared with mobile phones and tablets, mobile smart screens are not personal devices and have family public attributes. And the medium screen in AIGC many text, multimedia processing, the effect is better.
"Under the market and value of large and small screens, the ecological niche of mobile smart screens is very clear!" Industry insiders said that the original intention of mobile smart screens is not to subvert existing products and species, but to supplement the blank spots of display and touch applications. It is precisely this embedding point that allows the current expensive mobile smart screen to continue to grow.
Highlighting computing power and storage, there are different color TV ecology
As an audiovisual category mainly for home use and mainly for office space, the mobile smart screen makes people think first of "How are you different from color TV?"
Picture: CISONE Kaiwo mobile smart screen
The answer is that from the functional point of view, color TV has always been audio-visual experience as the core; Mobile smart screens are more focused on multiple data content and logical business processing - that is, in the future, large model AI will be the core functional base. It is also the latter, so that the smart screen needs more high configuration in computing power needs and storage needs, basically in line with mobile phones and other products.
The high ability of computing power and storage is the foundation of AI capabilities. From this point of view, the mobile smart screen is more like a family replacement of the "ARM ecosystem" to the traditional "Intelwin" PC system. And from the perspective of display size, the mobile smart screen is also highly coincident with the desktop PC. However, personal PCS are highly integrated with mobile office, and after they turn to personalized devices such as NB products, the home sharing niche value of mobile smart screens continues to increase.
Some people in the industry said that the future humanoid robot is definitely the best AI carrier. However, before there are mature, cheap and reliable humanoid robots, mobile smart screens may be the most realistic home niche carrier for AI landing.
Another big difference between color TV and mobile smart screens is that the "supervision" is different. Color TV is a typical radio and television product, to meet the technical standards and safety specifications of the radio and television system for the color TV category, mobile phones are communication products to meet the general electronic and network equipment standards, but also to meet the communication equipment standards. These two are the business differences and management differences of the three networks of the broad power grid, the communication network and the Internet, and also the problems of "three networks integration".
Mobile smart screen is not first of all color TV, second is not a mobile phone, so it does not accept radio and television and communication industry standards. At present, how to position the product and how to achieve standardization and regulatory division are still in the industry blank. At present, it roughly refers to the standard design of products such as tablet computers without communication functions.
Therefore, the mobile smart screen is closer to the mobile phone products in the ecological niche, and can download the rich APP and content resources of the mobile phone industry chain without limitation. It also avoids the limitation of some content and functions because the mobile phone screen is too small. From this point of view, the mobile smart screen is a product class closer to the integration of the three nets. Of course, as a skit class, a new species, how to determine its own standard definition in the future, it also takes time and practice to give an answer.
The third difference from the color TV is that the mobile smart screen emphasizes mobile functions. And color TV is almost synonymous with fixed installation. Perhaps this is also one of the biggest advantages of mobile smart screens in the medium display screen market compared with PC computers. - Larger display, more functions, shared design, still mobile and touch operation, which is the characteristics of the mobile smart screen. This feature is actually a bit of color TV and mobile phone each take part of the taste of gene hybridization. Of course, the combination of mobility and large screens and speakers requires a larger capacity "battery." Therefore, the mobile smart screen is also the largest charging bank and emergency power supply in the family.
High-priced species, where is the road to the popularity of mobile smart screens
After a wide range of promotion, application, improvement and word of mouth, mobile smart screen is likely to become the "second screen" of quality life, RUNTO believes that it is predicted that the omni-channel retail volume of China's mobile smart screen market will reach 400,000 units in 2024, an increase of 170% compared to 2023. Mobile smart screen also has a new ecological niche, small category, high growth characteristics, the future can be expected.
Photo: Tian Tian Bestie machine
However, the current mobile smart screen market also has some drawbacks. For example, the price of some products is too high, such as the price of some small 27-inch models as high as 5,000 yuan, far more than the price of general tablets. For example, the mobile smart screen computing power is not prominent enough, and most products do not announce their own CPU architecture, causing confusion to consumers. According to industry insiders, mobile smart screen computing power is generally the level of entry-level or low-end mobile phone product computing power. In addition, some of the brands of mobile smart screen products have limited capabilities in OS optimization, which is also related to the actual sales of this category.
In addition, from the long-term development point of view, mobile smart screens face two major variables. The first is what kind of innovation can be brought by the application of Ai large models, and how to achieve the ecological symbiosis of hardware and software. The second is that which enterprises can become the dominant player in the market, is a mobile phone company, a PC company, a color TV company or an AI company - among them, whether the future computing architecture of the mobile smart screen will completely walk the ARM system, or it is possible to evolve more technical systems, is also worth paying attention to.
In short, as a new species of mobile smart screen is still a long way from perfect, and there is still a long distance from being able to become a popular product. The exploration of mobile smart screen reflects the Internet logic of the industry's "rearrangement and combination" under the existing technology to find the "blank spot" in the market and the "key ecological niche" of the species. The characteristic of this logic is that the starting point is high, but the differentiation barrier and the market threshold are low, which is easy to cause the initiation of inferior products, and it is also easy to bring about excessive competition and a high degree of internal volume. The latter is also an aspect that industry enterprises should attach great importance to.
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