Users expect the small screen, but only a small screen still far-smaller screen phones, iPhone SE, mobile phone-IT news

Since Apple launched iPhone SE this in March since the small screen Smartphone using a 4-inch screen, was forgotten for years by domestic manufacturers of small screen Smartphone in recent time "waking up". Multiple vendors have launched various "small screen Smartphone", it was renamed: to user experience, has just required. But an apparent paradox: If it is really for the user experience, just needs small-screen smart phone why are these manufacturers have forgotten all these years ?

So very blunt words: manufacturers where is about user experience, just needed; many manufacturers clearly is followed, desire by others of Dongfeng, to test market response, with tactical diligence, cover up the lack of innovation. In practice, manufacturers have misunderstood the nature of consumer demand: consumer small-screen emotion is not the screen size, but the fuselage from a smaller screen size is compact and Super portability.

, Domestic Smartphone push small-screen Smartphone is currently followed, and runs counter to the trend

Earlier, in discussing the iPhone when you SE this small-screen Smartphone I've talked about: Apple launches iPhone SE has many unreasonable, 4 inch cell phone is no longer mainstream market demand, launch it is more in the against the tide.

Data can prove is that as early as 2014, according to the Internet, according to the consumer research center, 4.5 inches above the 80% of smartphones have dominated the market, consumers are more willing to buy big-screen phones. IDC forecasts released in September 2014 data also showed a Smartphone screen will be the trend, 2015 years large-screen Smartphone devices will be shipped over 318 million.

For domestic, and, as we all know it is: with the success of Samsung big-screen smart phone, domestic manufacturers over the years on the way big-screen smart phone running current domestic smart phone's size is almost seated in 5-5.5 inches .

Although it is undeniable that consumers "small screen Smartphone" needs also have less than a Pearl, but judging from the parties: the vitality of small-screen Smartphone will be weaker. While the domestic smartphone makers in the moment to launch small-screen Smartphone also runs counter to the general trend already well established, but is mostly follow the move.

Second, market demand for small-screen Smartphone is not strong

If Apple launches iPhone SE can be interpreted as: "wake up potential iPhone users with small screens, upgrade iPhone sales, to please the capital market at the same time improve services cover base, is preparing itself towards service transformation. "Domestic launch in the current small-screen smart phone, maybe the only explanation is that at a time of weak Smartphone growth, follow the little screen to test the market response.

Smartphones are currently facing innovation bottlenecks, and their growth is not optimistic. According to IDC figures: in 2016, Smartphone growth per cent for the year, only 3.1%. And last year's growth was as high as 10.5%. Growth slowed significantly, so that manufacturers need to seek new markets increases. Small screen Smartphone, perhaps is one of the opportunities.

But from the current iPhone SE phone sales performance, although far from a failure, but success is far away. Consumer small-screen smart phone, seemed less sought after. Data show: iPhone SE about first-week sales at about 500,000, its performance is far below the iPhone6, 6s, 5S and other products, opening weekend sales.

Powerful Apple iPhone SE this small-screen smart phone performance is not satisfactory, domestic manufacturers of small-screen Smartphone to behave, I personally do not have too high expectations.

Third, consumers to small-screen emotion is not the screen size, but the fuselage from a smaller screen size Super portable and compact

Vary from Steve's 3.5-inch all the way to cook 4 inches and then has a Lei 4.3 that the hundreds of diverse. The best size for single hand operation, constant change, but in front of people's differences, what is the best size, it is always a big question mark.

But after learning years of marketing education, current consumers have used the screen size as a standard measure of one-handed operation experience. Generally forming a perception is: small screen Smartphone one-handed operation experience with large-screen Smartphone in video games reading life, carefree experience fish can't have your cake and eat it too. Under this understanding, manufacturers on the small screen Smartphone solutions is to "reduce size for single hand operation".

But think: Smartphone cannot be measured with screen sizes single hand operation, but smartphone makers secretly change the concept, one-hand operation and forcibly divided screen size, for manufacturers of "Creative Loafing" has created opportunities. In fact: consumer small-screen emotion is not the screen size, but the fuselage from a smaller screen size is compact and Super portability . Screen size just outside the manufacturer's concept, and consumer demand is essentially a Smartphone to have small screen compact portable big-screen fun experience. Consumers do not need to divide experience, but would like to have integrated advantages of both have its cake and eat it.

In this reality, we can detect are: current vendors used for consumers to create small-screen phone "reduce screen size, in Exchange for one-hand operation" solutions are not only simple and crude, somewhat primitive, more misunderstood the real needs of consumers. So wrong understanding of consumer demands, obviously not for the user experience, but for their own lack of innovation being lazy.

So current manufacturers are should thinking of is, how break this species lazy problem, real to user experience, will previously four inches of fuselage within down current 5 inches of screen size, let big screen variable small screen, let consumers both can get small screen intelligent phone single hand operation, and holds holding feel also can get big screen intelligent phone in video game reading range, aspects of carefree experience. This need is manufacturers make unremitting efforts to enhance the Smartphone's screen share, to explore the borderless technology, surface technology, flexible screen, folding technology technology, reduced screen size, under the same screen size, a better one-handed operation experience.

Conclusion:

Regardless of is current of market trend, also is user of actual needs, intelligent phone are not in towards simple gross of reduced screen size development, for domestic manufacturers,, faced intelligent phone growth slowed, natural will exists sales pressure, also need created new of market needs, but follow small screen intelligent phone, misunderstanding consumers real needs, some manufacturers also took user experience do guise, on actually is not should has , manufacturers are also is more should see poems and distance, To explore some of the real one-hand operation for users with experience in the technology as well.

Micro letter public number: things to remember

用户期待小屏机，但只是屏幕小还远远不够 - 小屏手机,iPhone SE,国产手机 - IT资讯

自苹果在三月推出iPhone SE这款采用4英寸屏幕的小屏智能手机以来，被国产厂商遗忘数年的小屏智能手机也在近一段时间里纷纷“觉醒”。多家厂商已经推出各色“小屏智能手机”，还美其名曰：为了用户体验，具备存在刚需。但一个明显的悖论是：若真是为了用户体验，存在刚需，那么小屏智能手机何以会被这些厂商们遗忘这么多年？

所以说句很不客气的话：这些厂商哪里是为了什么用户体验、存在刚需；许多厂商分明就是在跟风，欲求借着他人东风，去试探市场反应，用战术的勤奋，掩盖创新的乏力。从实际上来说，厂商也误解了消费者的实质需求：消费者对小屏恋恋不舍的并非是其屏幕尺寸，而是较小屏幕尺寸所带来的机身紧凑性和超强的便携性。

一、国产智能手机当前推小屏智能手机是在跟风，与大趋势背道而驰

此前，在讨论iPhone SE这款小屏智能手机时我就曾谈到：苹果推出iPhone SE有着诸多的不合情理，4英寸手机早已不是市场主流需求，推出它更像是在逆潮流而动。

数据可以证明的是：早在2014年，据互联网消费调研中心的数据显示，4.5英寸以上的智能手机已占据了市场的80%，消费者也更乐于购买大屏手机。而IDC在2014年9月发布的预测数据也显示智能手机大屏化将是大势所趋，2015年超大屏智能手机设备出货量将超3.18亿。

而对于国产而言，众所周知的一点是：随着三星在大屏智能手机上的成功，国产厂商多年以来就在大屏智能手机的路上狂奔，当前，国产智能手机的尺寸已经几乎固定在了5-5.5英寸之间了。

虽然不可否认消费者对“小屏智能手机”的需求还具备微弱的存在，但从各方来看：小屏智能手机的生命力必将越来越弱。而国产智能手机厂商在当下推出小屏智能手机，也是在与早已确定的大趋势背道而驰，实则是多为跟风之举。

二、市场对小屏智能手机的需求并不强烈

若苹果推出iPhone SE可以解释为：“唤醒潜在iPhone小屏用户，提升iPhone销量，在取悦资本市场的同时提升新服务的用户覆盖基数，为自身朝着服务转型做好准备。”那么国产在当前推出小屏智能手机，或许唯一的解释就是：在智能手机增速乏力之际，跟风小屏以试探市场反应。

当前智能手机正在面临着创新瓶颈，而其增速也并不乐观。据IDC数据显示：2016年，智能手机全年同比增速，仅为3.1%。而去年的同比增幅却高达10.5%。增速的大幅放缓，使得厂商需要去探求新的市场增量。小屏智能手机，或许是机会之一。

但从当前iPhone SE这款手机的市场销量表现来看，虽然谈不上很失败，但是距离成功也是遥远。消费者对小屏智能手机，似乎并不太追捧。相关数据显示：iPhone SE首周销量大约在50万台左右，其成绩是远远低于iPhone6、6s、5S等产品，首周末销量表现。

强势的苹果在iPhone SE这款小屏智能手机上的表现尚且不能令人满意，国产厂商的小屏智能手机能够有何表现，我个人对其并不抱有太大期望。

三、消费者对小屏恋恋不舍的并非是其屏幕尺寸，而是较小屏幕尺寸所带来的机身紧凑性和超强的便携性

从乔布斯的3.5英寸一路变化到库克的4英寸进而有又雷军的4.3以至于其后各家的百家纷纭。单手操作的最佳尺寸，一变再变，但在人的差异化面前，操作的最佳尺寸究竟是多少，却始终是一个大大的问号。

但经过厂商多年的营销教育，当前消费者已经习惯性的将屏幕尺寸看做了衡量单手操作体验的标准。普遍形成的一个认知是：小屏智能手机的单手操作体验与大屏智能手机在视频游戏阅读续航等方面的畅快体验是鱼与熊掌不可兼得。而在此认知下，厂商在小屏智能手机上的解决方案也是以“缩小尺寸换取单手操作”。

但个人认为：用屏幕尺寸去衡量智能手机单手操作体验，实则是智能手机厂商们暗自偷换了概念，将单手操作与屏幕尺寸强行割裂，为厂商的“创新偷懒”创造了机会。在事实上：消费者对小屏恋恋不舍的并非是其屏幕尺寸，而是较小屏幕尺寸所带来的机身紧凑性和超强的便携性。屏幕尺寸只是厂商的外化概念，而消费者实质上需求是一款智能手机能够拥有小屏的紧凑便携与大屏的畅快体验。消费者并不需要割裂体验，而是想拥有二者优点综合的鱼与熊掌得兼。

在此现实下，我们能够发现的是：当前厂商们为消费者打造小屏手机时所采用的“缩小屏幕尺寸，换取单手操作体验”的解决方案不仅简单粗暴，略显原始，更是误解了消费者的真正需求。对消费者诉求的如此错误理解，很明显也不是为了用户体验，而是为了自己创新乏力的偷懒。

所以当前厂商们应当思索的是，如何改掉此种偷懒毛病，真正为了用户体验，将此前四英寸的机身内放下当前5英寸的屏幕尺寸，让大屏变小屏，让消费者既能获得小屏智能手机单手操作、握持手感亦能得到大屏智能手机在视频游戏阅读续航等方面的畅快体验。这需要的是厂商们不懈努力的去提升智能手机的屏占比，去探索无边框技术、曲面技术、柔性屏幕、可折叠技术等等技术，来缩减手机屏幕尺寸，以在相同的屏幕尺寸下，获得更好的单手操作体验。

结语：

无论是当前的市场大势，还是用户的实际需求，智能手机都不是在朝着简单粗暴的缩减屏幕尺寸发展，对于国产厂商而言，面临智能手机增速放缓，自然会存在销量压力，也需要创造新的市场需求，但跟风小屏智能手机，误解消费者实质需求，有些厂商还拿用户体验做幌子，就实则是不应该了，厂商们还是多应该看看诗和远方，去探索一些真正能给用户带来单手操作使用体验提升的技术为好。

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