Black spectrum of science and technology, why do consumers think that cell phones are no longer the innovation? Samsung S7,Galaxy-S7,OPPO, innovation-IT information

In recent years, with the great Smartphone development and one-stop plan leads to great reduction of entry barriers, makes smart phones in many cases out of thousands of people a sense of consumer feelings for Smartphones have passion before to settle now. And look forward to working with the real imbalance of a gap, more consumer Smartphone innovation seems to have been hovering on the edge of despair. Smartphone industry feels is entering the era of mediocrity, hometowns, innovation is dead. But is it so?

First, what is innovation?

Before we turn to reason, we need to understand what constitutes innovation. The so-called "innovation": contains updated, creating something new, changing the three layers of meaning.

From the perspective of the three meanings to nearly two years of development of Smartphone innovation, think: Smartphone industry may indeed be in the face of new ideas in recent years less homogeneity problems we have experienced too much on the Conference looks forward to combat with the reality gap, many launch is really hard to bring a scream of WOW. But Smartphone innovation is not dead, the past two years, we see the Smartphone manufacturers are constantly upgrading the Smartphone "consciousness", "vision", "touch", "smart" and "flexibility". They are based on the present and looking to the future, offers Smartphone innovation from different angles may be after some of the concepts envisaged are different levels of root, Smartphone innovation is the force awaken, charging forward. One small step for them today, perhaps a big step will be the future development of smart phones.

Second, smart phone innovation dies

Just past the CES2016 and on the MWC2016, Smartphone innovation is evident. Smartphone manufacturers at home and abroad, the Smartphone show a welcome innovation.

CES in 2016, joined Lenovo Google launched 3D sensing technology of smartphones. According to Google's Project Tango technology platform, through the use of computer vision, depth sensor and mobile tracking technology, draw around the 3D model of the world, give the user the smart device to explore real space. Music together, as it is a high pass in the Le MaxPro using 3D Ultrasonic fingerprint technology for the first time, fineness of fingerprint identification technology a step further.

On the MWC2016, on the Samsung S7 and S7edge, brings Dual Pixel (DP pixel dual-core Blaster focus) focus technology in effectively reducing the height of the sensor Assembly, relieve thin fuselage and protruding contradiction between the camera leads to more powerful night imaging capabilities and improve the focus experience. The LG concept of modular smart phone Google into the consumer reality, while the modular design in the current remains fairly early stages, Project Ara project with Google's grand vision is full of gaps, for smartphones in the future, however, it is a big step.

OPPO has also brought its latest research and development in 15 minutes with a battery capacity in 2500mAh battery capacity mobile VOOC Super Flash technology. Millet millet 5 have been able to achieve fixed horizontal + vertical + leaning + jitter when the roll of four-axis optical image stabilization, gyroscope and accelerometer within the phone, high speed detection jitter in 8 directions.

In addition, we also see Japan brings to manufacturer Kyocera Kyocera Rugged Solar solar charging Charging Phone, the screen can be charged by sunlight, and also to make selling charge. Microsoft Windows the small partner of the camp is a major expansion of Continuum features enhanced Smartphone mobile office performance. Before that, Apple has introduced the 3D-touch functions on the iPhone to generate press the tactile feedback, expand Smartphone operating dimensions. Major platform and language assistant is making steady progress, to help consumers deal with matters more ... ...

Combined with the definition of innovation, from the example above we can see that Smartphone innovation remains undiminished, who regrets missing are in great satisfaction, once the vision into reality. And with the decentralization of technology, performance, screen finesse and running memory, camera, design, technology, materials, and a full range of upgrade, makes the experience even better for smartphones. Fantasize in order to further consumer needs are met.

Now that innovation is not dead, consumers further demand were met. But why are we always sigh depletion of Smartphone innovation, decrepitude? What are the reasons?

Third, why do consumers think that innovation is dead?

Personally think that the most important reason is that: on-demand innovation from the stage into the experience of the stage, making innovation is from the dominant innovation into stealth innovation and consumers on overly optimistic estimates of the industrial chain upgrading, regardless of actual only for the marketing of fuel and many manufacturers are creating expectations and reality gap. And because reference different perspective, makes today's consumer dissatisfaction with Smartphone innovation all the more.

1. on-demand innovation experience from the stage into the phase of Ascension

Undeniable on-demand innovation from the stage into the experience improved. In iPhone, for example. Emergence of the iPhone brought multi-touch control, store, eco-systems, in constant development, these just need to be a full release, and after years of development, subversion of the mobile phone industry born from the iPhone innovations stage entered the era of incremental innovation. In Subversion times, iPhone brings has most obviously of more points touch control, raised pattern revolution, and in then intelligent phone industry also progressive type times, we although also has such as Super sensitive touch control, and "Assertive Display" displayed technology and Apple home of 3D-touch technology of and so on variety of screen technology promote using experience of upgrade, and in subsequently more has d touch control technology of exposure. But overall, these multi-touch technology was built around the basic definition more upgrades to the technology of processing. From the reference, by contrast, they are no multi-touch to subvert a physical keyboard so shocking. But we cannot conclude that the failure of innovation.

2. innovation is from the dominant innovation into stealth innovation

Referred to above, just on-demand innovation and smart phones on the basis of the definition of smart phones into experiential Ascension, but this experience also leads the Smartphone from the dominant innovation into the invisible innovation. A few simple examples. Photograph and fingerprint recognition to iPhone, for example. 8 million pixels of the iPhone using several generations of design, take them and upgrade with no parameters on the surface, perception is not obvious to consumers. But the image quality, with 8 million pixels out of the picture, there are some differences in the quality, 8 million pixel quality is further improved. While the same fingerprint recognition, although there is a fingerprint recognition, but its speed, usage scenarios are expanded. However, it is this innovation shows a change in the way, making the original new changes can be easily perceived by the general public become more profound.

3. consumers to overly optimistic estimates of the industrial chain upgrading

On more than one occasion we have ever seen those stunning nature smart phone concept design, such as the holographic projection, folding retractable flexible screens, unlimited range, and so on. Are a variety of materials, functional everything, consumers won cheers, and there are also many secondary consumer smartphones as a measure of progress. In fact, strictly speaking, this is not what the error is. Only inaccurate but overly optimistic estimates of the industry chain is consumers ability to upgrade.

All well known, any product has to follow the basic rule of industrial upgrading, not abstract appears. As a mass consumer product, but need to upgrade cooperation of the entire value chain, involving the upgrading and development of various parts. Is limited by the limited progress of basic research or business great that consumers could not afford the cost of these composition parts of smart phones will face technical, manufacturing bottlenecks, have to follow the laws of basic industries. Such as screen resolution, processor performance, and so on, they cannot suddenly enters a new era.

4. the manufacturer regardless of the actual only for the marketing of fuel

Set aside the above industrial innovation development, resulting in consumer Smartphone innovation increasingly dissatisfied with another major reason is the companies in marketing to consumers deliberately misled. Many manufacturers, in order to attract the attention of consumers of its products, and the use of some exaggerated and unrealistic to claim that marketing. Some technologies are very common as a subversion of the innovation, and attract consumers before fulling, and after his release out bait, drop blow to consumer expectations and reality.

Conclusion:

When you just need to be a great meet, the reference changes accordingly, our Smartphone innovation create the illusion of its progress is slow, in fact, inevitable. But as mentioned above: smart phone vendors are based on the present, looking to the future, from different angles to explore Smartphone innovation possible. Let the concept, ideas take root in varying degrees. From this perspective: death of Smartphone innovation, innovation is the force awaken, charging forward. Maybe some of them will fail, but every small step, perhaps, is a major step forward in the future.

黑科技频出，消费者为何会觉得手机不再创新？ - 三星S7,Galaxy S7,OPPO,创新 - IT资讯

近年来，随着智能手机的极大发展与一站式方案出炉导致的入门门槛的极大降低，使得智能手机在很多时候呈现出千人一面之感，消费者对智能手机的情感也从此前的激情澎湃到如今的心如止水。而期待与现实失衡的落差，更使消费者对于智能手机的创新似乎已经在彻底绝望的边缘徘徊。智能手机行业给人的感觉是进入了平庸时代，已然垂垂老矣，创新已死。但真是如此吗？

一、什么是创新？

再谈理由之前，我们需要明白何为创新。所谓“创新”：包含有更新、创造新的东西、改变这三层含义。

而从这三层含义来谈近两年的智能手机的发展创新，个人认为：智能手机行业近年来也许的确是在面临新意渐少的同质化问题，我们在发布会上已经经历了太多期待与现实落差的打击，很多发布会也的确再难给人带来一声WOW的尖叫。但智能手机创新未死，近两年来，我们看到了智能手机厂商们正在不停地提升智能手机的“知觉”、“视觉”、“触觉”、“智能”和“灵活性”。他们立足当下而又放眼未来，从不同角度提供了智能手机的创新可能，此前的一些概念设想正在不同程度的生根发芽，智能手机的创新正在原力觉醒，蓄力前行。他们今日的一小步，也许就会是智能手机未来发展的一大步。

二、智能手机创新未死

而刚刚过去的CES2016和MWC2016大展上，智能手机的创新更是可见一斑。国内外智能手机厂商，此次在智能手机上都展示出了令人欣喜的创新成果。

在CES 2016上，联想联手谷歌，推出具备3D空间感知技术的智能手机。基于根据谷歌的Project Tango科技平台，通过采用电脑视觉，深度感应和移动跟踪技术，绘制出周围世界的3D模型，让用户能够通过智能设备探索真实空间。乐视则联手高通在其乐MaxPro上首次使用了3D超声波指纹技术，将指纹识别技术的精细度更进一步。

而在MWC2016上，三星在S7和S7edge上，带来了Dual Pixel（DP全像素双核疾速对焦）对焦技术，在有效降低传感器组件的高度，缓解轻薄机身与凸出摄像头之间的矛盾的同时带来更为强悍的夜间成像能力和提升对焦体验。LG则将谷歌此前提出的模块化智能手机概念带入消费现实，虽然此模块化设计在当前仍属相当初级阶段，与谷歌Project Ara的项目的宏大构想有着十足的差距，但是对于智能手机未来来说，则是一大步。

OPPO也带来的其最新研发的能够在15分钟内充满一部电池容量在2500mAh电池容量的手机的VOOC超级闪充技术。小米在小米5上带来了能够实现修正横向+纵向+前倾+侧倾时的抖动的四轴光学防抖，通过手机内陀螺仪与加速度感应器，高速检测8个方向的抖动。

而除此之外，我们也看到日本厂商京瓷带来能够太阳能充电的Kyocera Rugged Solar Charging Phone，该手机屏幕可以通过太阳光进行充电，另外还可以通过人造抢光充电。微软Windows阵营的小伙伴能正在大力扩展Continuum特性，增强智能手机的移动办公性能。而在此之前，苹果已经在iPhone上推出了3D-touch功能，以带来按压力度的触觉反馈，扩展智能手机的操作维度。而各大平台的语言助手也在稳步前进，能够帮助消费者处理更多事项......

结合创新的定义，从上述事例我们可以看出：智能手机的创新力度依旧不减，曾经缺失的遗憾都在极大的满足，曾经的设想正在照进现实。并且随着技术下放、处理器性能、屏幕精细度和运行内存、摄像头、设计、工艺、材料等全方位的提升，使得智能手机的体验也更为出色。消费者的需求幻想也在进一步的被满足。

既然创新未死，消费者此前的需求也在进一步的被满足。但我们为何还是会时时刻刻感叹智能手机创新枯竭，垂垂老矣呢？其中原因何在？

三、消费者为何会觉得创新已死？

个人认为其中最为主要的原因在于：刚需式创新从开创阶段步入体验的提升阶段，使得创新正在从显性创新步入隐形创新，而消费者在过于乐观的预估了产业链的升级能力，同时许多厂商不顾实际只为营销的推波助澜更是造就了期待与现实的落差。又因为参照物的视角不同，使得现今消费者对智能手机创新力度愈发不满。

1.刚需式创新从开创阶段步入体验的提升阶段

不可否认刚需式创新从开创阶段步入了体验提升阶段。以iPhone为例。iPhone的诞生带来了多点触控、应用商店、生态系统，在不断的发展中，这些刚需得到了充分释放，而在此后的多年发展里，手机产业从iPhone诞生的颠覆式革新阶段进入了渐进式的革新时代。在颠覆时代，iPhone带来了最为明显的多点触控，引发格局革命，而在随后智能手机产业也渐进式时代，我们虽然也有诸如超敏感触控、“Assertive Display”显示技术以及苹果自家的3D-touch技术的等等各式各样的屏幕技术促进使用体验的提升，而在其后更有3D触控技术的曝光。但是总体而言，这些技术都是在围绕多点触控这一基础性定义的技术做出更多的升级处理。所以从参照物的对比而言，他们自然也没有多点触控颠覆实体键盘来得那么震撼。但是我们却不能以此就断定创新的衰竭。

2.创新正在从显性创新步入隐形创新

上面谈到，刚需式的创新以及在智能手机上进行了基础性的定义，智能手机进入体验式的提升，而这种体验式的提升也导致了智能手机从显性创新步入了隐形创新。举几个简单的例子。以iPhone的拍照和指纹识别为例。iPhone使用了几代的800万像素的设计，在表面上上他们并没有参数的提升，对消费者的感知也并不明显。但是从其成像质量来看，同是800万像素拍出来的照片在质量上却存在一定的差别，800万像素的质量正在进一步的提升。而同样的指纹识别，虽然还是那一枚指纹识别，但是其识别速度、使用场景却在进一步的扩展。然而正是这种创新能力展示方式的改变，使得原本可以被大众轻易感知到的新变化变得更为深邃。

3.消费者过于乐观的预估了产业链的升级能力

我们不止一次见到过那些惊为天人的智能手机概念设计，诸如全息投影、可折叠可伸缩的柔性屏幕、无限续航等等。可谓是各种材质，各种功能应有尽有，博得消费者阵阵欢呼，而其在也有许多消费者将次作为衡量智能手机进步的标准。其实严格来说，这也并没有什么错误。但是唯一的不准确在于消费者过于乐观的预估了产业链的升级能力。

众做周知，任何一款产品都得遵循基本的产业升级规律，而不能天马行空的出现。作为一款大众消费电子产品，更是需要全产业链的升级配合，其中涉及到各种零部件的升级发展。受限于基础研究的进步有限或是商业成本的巨大以至于消费者无力承担，这些组成智能手机的零部件也会遭遇技术、制造的瓶颈，也得遵循基本的产业规律。例如屏幕分辨率、处理器性能等等，他们不可能突然间就进入一个新纪元。

4.厂商不顾实际只为营销的推波助澜

抛开上述的产业创新的发展变化，导致消费者对智能手机创新力度愈发不满的另一重大原因则是厂商在营销上对消费者的刻意误导。许多厂商，为了吸引消费者对其产品的注意，而使用一些夸张而不切实际的宣称营销手段。将一些本来很是普通的技术宣称为颠覆式创新，而引得消费者在此前满心期待，而在观其发布之后大呼上当，使得消费者在期待与现实遭受落差打击。

结语：

当刚需得到极大满足，参照物发生相应变化，我们对智能手机的创新产生其进步缓慢的错觉，其实在所难免。但是如上所述：智能手机厂商们正在立足当下，放眼未来，从不同角度探索智能手机的创新的可能。让此前的概念、设想不同程度的生根发芽。从这个层面来说：智能手机创新未死，其创新正在原力觉醒，蓄力前行。也许其中有一些会遭遇失败，但是前每一次的一小步，或许都是未来前进的一大步。