Merely relying on the "black science" promoting the development of the consumer electronics industry? Idea is simple-black technology, Nike, smart home-IT information
These days, CES Asia in Shanghai. Different from the previous, the Smartphone is no longer the focus of the show, represents the cutting-edge technology of virtual reality (VR) and augmented reality (AR) and other products become the new ground zero. Hardware manufacturers and technology companies have unveiled the latest VR products, visitors will also enjoy experimenting with various equipment.
However, after watching the lively media coverage, an idea lingering in my mind: If the business around consumer demand for digital services and open collaborative transboundary ecosystem, VR, AR these claims will replace the new generation of smartphones "black science" the dawn of the equipment will be difficult to see the market.
? Frame-independent
Historically, including PlayStation,iPhone included, evolutionary and iterative innovation in consumer electronics hardware, really benefited from the electronic entertainment industry's consumption and investment boom, but a new generation of "black science" of electronic entertainment industry still happen if "path dependence", you will miss the market for digital services.
In fact, earlier this year, Accenture, a global survey found that development of the consumer electronics industry has been blocked, and that this trend will continue in the coming year. The main reason comes from: decline in consumer demand for traditional consumer electronics, concerns about data security intelligent hardware, and Internet market growth slows.
In market demand for devices such as smart phones increasingly saturated, Internet electronic equipment has been high hopes, become the main driver of growth in consumer technology industry. However, the market Outlook is not optimistic. For example, only 13% of those surveyed plan to purchase within the next year smart watches, up 1% from a year earlier.
Severe situation of market growth, no doubt the smart hardware company is bad news. But what is more important is that enterprises need to realize that consumers are no longer concerned about those cool product, but more innovative, practical and secure digital services, as well as the more open collaboration between companies .
New technology exhibition full of easy to bring illusions, believe that the future of the "black science" is a device in the competition between products. Leading enterprises are well aware, however, future technology needs to "black", more business need "white": service platform to transboundary, innovative model to open, clear revenue model, standard specifications and data security to protect the technology. Which ultimately will be the company to provide consumers with what they want, services and experiences.
Cross-border innovation: 1+1>N
Solo than intelligent products, innovative services based on eco-system can ignite consumers ' new needs. Through full collaboration and cross-industry partner, intelligent hardware manufacturers to equipment, software, application software and services collection in one, for the consumer to create integrated services across enterprise boundaries.
But the problem is that although many manufacturers have partners, they rarely shared data, combined with innovation. Therefore, enterprises need to embrace more open cooperation, will focus on the consumer's everyday life scenarios, and other industry partners to create more digital services 1+1>N opportunities.
For example, the consumer electronics giant, Samsung has developed with a refrigerator and a series of interconnecting function of large size products, these products are equipped with a digital interface, access for other vendors. Music service Pandora has been trying to expand its share in home music listening market, is pleased to become one of the first integration vendor of Samsung Internet refrigerator. Now, users of Samsung refrigerators in the kitchen you can enjoy personalized radio, and here's what is also home to listen to activity centers.
Through the power of cross-platform innovation, is that enterprises can start thinking about their own roles in the market optimization strategies. With deepening of specialization of different enterprises, they can focus on the production of a part of the equipment, others will be responsible for developing applications and solutions and equipment, whereas some may engage in platform structures.
For example, Nike's own position has been adjusted. Earlier, Nike not only the production of Fuel-Band devices is also responsible for maintaining of the running track and share user data applications. However in order to focus on data analysis capacity and enhance its fitness areas, Nike decided to give up the hardware production. Now, by focusing on key elements associated with user experience – data, data analysis and insight, Nike found itself positioned more accurately, a wearable device market partners, rather than competitors for market share.
To provide consumers with 1 billion times a day, even more personalized experience is not easy, but it is the possibility of future cross-border platforms can create . With smart hardware company's position gradually established themselves in the new environment, they can make the right choices and understanding their business partner, will have a sense of identity into one. By provides an open API and data in the digital ecosystem intelligent hardware manufacturers will get a few times the force of its size.
Smart transformation of hardware express
Of course, and the eco-system of partners is the Foundation of, intelligence partners and hardware vendors have the ability to roll out digital services. However, no body of technology enterprise flexibility and quick response, traditional hardware vendors how to quickly shift from product-oriented to service-oriented? In considering this question, I think a massive transformation in the regular use of "services" (As-a-Service) business model, which is a cloud-based, on-demand, highly scalable, Plug-and-play service model.
For example, software as a service (SaaS), business software can be stored in the cloud, instead of production and storage software products, without sending them to the store for sale. Customers only need to order these on-demand software services online. Businesses no longer have to spend money for equipment maintenance, or try to reduce the number of software updates.
This new business model has been widely used in the software and content industry. But for many smart products manufacturers, it is a new term. But in fact, intelligent product value is depending on the software installed on the hardware, so model is more applicable than to service . The adoption of this new business model, manufacturers can continue to load after the product is put into use new features to provide value-added services, and create new sources of income and more possibilities.
As to catch service of commercial mode this class transformation Express, intelligent hardware producers need from developed strategy began, will service of penetration to business of all aspects, on each species possibilities for planning, prepared good corresponding of development capacity, to makes software service can constantly of fast evolution, while to real-time collection consumers behavior and products performance of data generated insight, help sales and marketing team grasp new opportunities.
In consumer technology products in the market, the next round of explosive growth will not come easily. To introduce new technology products at the same time, attract the eye, smart hardware manufacturers need to think about how to develop ecosystem-based cross-border cooperation, to provide consumers with innovative services of the integration of experience. Meanwhile, hardware also needs to make itself more light and flexible, cloud based services model to more quickly respond to consumers ' needs. This is subverting the true source of power.
(Original title: comment: consumer electronics industry growth does not only depend on "black science")
只靠“黑科技”促进消费电子行业发展？想法太简单 - 黑科技,Nike,智能家居 - IT资讯
这几天，CES Asia在上海举行。与往届不同，智能手机不再是展会的关注焦点，代表着前沿技术的虚拟现实(VR)、增强现实(AR)等产品成为新爆点。硬件厂商和科技企业都纷纷亮相了最新的VR产品，参观者也乐此不疲地试用各种相关设备。
然而，在看完热闹的媒体报道后，一个想法萦绕我的脑中：如果这些企业忽视围绕消费需求的数字化服务和开放协作的跨界生态体系，VR、AR这些号称将取代智能手机的新一代“黑科技”设备将很难见到市场的曙光。
▲图文无关
历史上，包括PlayStation、iPhone在内，消费电子产品硬件的进化与迭代创新，确实得益于电子娱乐产业的消费需求和投资热潮，但新一代“黑科技”若仍对电子娱乐产业发生“路径依赖”，则将错失数字化服务市场。
事实上，埃森哲今年初的一份全球调研就发现，消费电子产品行业的发展已经受阻，而且这一趋势将在未来一年内都将延续。主要的原因源自于：消费者对传统消费电子产品的需求下降，对智能硬件数据安全性的担忧，以及物联网市场增速的放缓。
在智能手机等设备的市场需求日益饱和时，物联网电子设备曾被寄予厚望，成为消费技术行业增长的主要推动力。然而，其市场前景也不容乐观。例如，只有13%的受访者计划在未来一年内购买智能手表，与前一年只增长了一个百分点而已。
严峻的市场增长放缓形势，无疑对智能硬件企业是一个坏消息。但更为重要的是，企业需要意识到，消费者已经不再关注那些炫酷的产品本身，而是更看重创新、实用且安全的数字化服务，以及企业间更为开放的协作。
新品云集的科技展会容易给人带来错觉，认为未来的“黑科技”就是设备产品之间在竞争。然而领先企业都很清楚，未来科技越需要“黑”，商业竞争就越需要“白”：服务平台要跨界、创新模式要开放、盈利模式要清晰、技术标准要规范、数据安全要保障。而这些最终将成就企业为消费者提供他们所想要的服务和体验。
跨界创新：1+1>N
相比单打独斗的智能产品，基于生态系统的创新服务更能点燃消费者的新需求。通过和跨行业合作伙伴充分协作，智能硬件厂商能够将设备、软件、应用软件和服务集合于一体，为消费者打造跨越企业边界的综合性服务。
然而问题在于，尽管许多厂商都有合作伙伴，但他们很少相互分享数据、联合创新。因此，企业需要更开放地拥抱合作，将关注焦点放在消费者的日常生活场景中，与其他行业的合作伙伴一起创造更多1+1>N的数字化服务机遇。
例如，消费电子巨头三星公司开发了冰箱等一系列带有互联功能的大规格产品，这些实体产品都配备了数字接口，供其他供应商接入。音乐服务公司潘多拉一直在努力扩大自身在家庭音乐收听市场中的份额，因此欣然成为三星互联冰箱的首批集成应用供应商之一。现在，三星冰箱的使用者在厨房中就能欣赏个性化的电台音乐，而这里恰恰也是家庭收听活动的中心。
通过跨界平台创新的威力还在于，企业可以从自身在市场中的角色入手优化战略。随着不同企业专业化程度不断加深，它们中的一部分可以专注生产设备，另一些将负责开发与设备配套的应用软件和解决方案，还有部分则可以从事平台的搭建。
比如，耐克公司就对自身定位进行了调整。早前，耐克不仅生产Fuel-Band设备，还负责维护追踪和共享用户跑步数据的相关应用。然而为了专注和强化其健身领域数据分析的能力，耐克毅然放弃了硬件生产。现在，通过专注与用户体验相关的关键要素——大数据、数据分析及洞察，耐克更准确地找到了自身定位，成为可穿戴设备市场的合作者，而非市场份额的竞争者。
每天向消费者提供10亿次，甚至更多的个性化体验并非易事，但这正是未来跨界平台可以创造的可能性。随着智能硬件企业逐步确立自身在新环境中的定位，它们可以正确选择能够与自身配合默契的业务伙伴，将多方拥有的认同感合而为一。通过在数字生态系统中提供开放式API和数据，智能硬件生产商最终将获得数倍于其规模的发展力量。
智能硬件商的转型快车
当然，和生态系统的合作伙伴开展合作的基础在于，智能硬件厂商已具备与合作者共同推出数字化服务的能力。然而，没有科技企业灵活的身段和快速的应变，传统的硬件厂商如何才能迅速从产品导向转向服务导向？在思考这一问题时，我想到了大规模行业转型中常会用到的“服务化”(As-a-Service)商业模式，这是一种基于云端，按需定制、高扩展性、即插即用的服务模式。
例如，通过软件即服务(SaaS)，企业可以将软件存入云端，而不用再生产、储存软件产品，也不用将它们送到实体店出售。客户只需要在线上按需订购这些软件服务。企业则不用再花费巨资进行设备维护，或是想尽办法减少软件产品更新的数量。
这种新的商业模式已经在软件及内容产业广泛应用。但对众多智能产品生产商而言，它还是个新名词。但实际上，智能产品的价值正取决于硬件上所安装的软件，因此服务化的模式对此再适用不过。通过这一新的商业模式，厂商可以在产品在投入使用后不断为其加载新功能，这为其提供增值服务，创造新的收入来源创造了更多可能性。
如要搭上服务化商业模式这班转型快车，智能硬件生产商需要从制定战略开始，将服务化渗透到业务的各个方面，对每种可能性进行规划，预备好相应的研发能力，从而使软件服务能够不断的快速演进，同时要实时收集消费者行为和产品性能的数据生成洞察，帮助销售和营销团队把握新机遇。
在消费技术产品市场中，下一轮爆发式的增长并不会轻易到来。在推出吸引眼球的新技术产品的同时，智能硬件生产商们更需思考如何基于生态系统开展跨界合作，为消费者提供整合的创新服务体验。同时，硬件企业也需要让自身变得更轻盈灵活，基于云端的服务化模式更快速地响应消费者的需求。这才是颠覆力的真正来源。
（原标题：评论：消费电子行业增长不能只靠“黑科技”）