"Introduction" in the smart home market, the horizontal is typically represented by "big platforms + various peripheral products." And is different from landscape companies a bloody competition, vertical's representative did not much, typical pattern is to focus on a category. In my opinion, should choose a vertical strategy: smart home era cannot be opportunistic, blind horizontal development, of each category are light, short speed assault, will give the fatal blow to the business.
AER·Lisi describes in detail in his book the war of the four strategies: defensive and offensive warfare, flanking warfare and guerrilla warfare. The book to specific business, for example, in-depth analysis of what the company's best strategy is used. Summary of each strategy, nature is on the vertical and horizontal layout, in recent months, I've been thinking about a question is how smart home entrepreneur in the field of aspect ratio choices.
Believes like war tablets of people are can found war in the has two a most common of two a scene: first is big surrounded, through horizontal of full layout, on a war regional for full of forces configuration, formed surround, eventually will target is not left of swallow Xia; second is conquer, concentrated all power Yu is for breakthrough, special combat most typical, once success on quickly to depth into, then again draws fast formed encirclement, eroded off target. Cross of the former, the latter known as vertical.
In the smart home market, the horizontal is typically represented by "big platforms + various peripheral products." Michael Kors
This pattern is better understood, doing a lot of company:
Millet said millet router and millet as the center of the box to create smart home ecosystem, claiming to develop intelligent hardware startups around 100 products. Haier U+ smart home platform also has roots in many years, there are more than more than 40 manufacturers, in nearly 50 categories. Of course Apple call of the HomeKit, also wants to build an intelligent hardware ecosystem, Google also acquired early Nest layout of smart home platform.
Unlike horizontal companies bloody competition, vertical's representative did not much, typical pattern is to focus on a category.
This strategy, companies need a category as the core, and constantly enhance its functionality, long-term technology accumulation and precipitation insists, or to enhance your product experience and rich products. Now, the typical IKEA should be counted as such, it may have a relationship with their late start. IKEA's intention is to light as the core of the current show, combining their traditional household brands in the field of accumulation as well as breakthroughs in wireless charging, can form a breakthrough in smart home market of special forces.
Hardly aspect which is better or worse, the most fundamental, is the need for companies to make strategic decisions according to their own circumstances.
Vertical advantage is clear, we can see from the phone's success:
First, most fans can accumulate. Millet with MIUI iterative optimization solves cell phone users had a lot of trouble, and captured the hearts of many users;
Second, the easier to make the ultimate product. The reason is very simple, a good team together in a product, the goal is often to clear, all the power of punches in a point, such products are often easy to do more than the experience of similar products, Apple and millet proved the point;
Third, you can construct strong technical barrier. Millet in the mobile UI form barriers overnight non-competitors can catch up, millet, of course don't have the choice to develop in depth, also leads the millet has been owned by Huawei mobile phone competitors of the underlying patents and expediency. If the millet to continue in collaboration using open source or proprietary hardware power, has the potential to truly mobile phone market first, of course, this is just. What kind of company is best in this strategy? With key technology breakthroughs of the most suitable and most conditions, but may not be able to do it. I think smart home entrepreneurs should have priority in choosing this strategy, best entrepreneurial teams tend to have "1+3" layout--leader of talent and technology, marketing, and supply chain. Through technical roots, form the basis of product advantages, and user experience and work together to build the core competitiveness of the supply chain, continued to advance in depth, using technology, and user reputation gradually encircled.
Landscape benefits are of course very tempting, so most companies have opted for this strategy.
First, the rich product easy to form a chain effect, suitable for creating complete solutions to give users a consistent experience; Michael Kors Case for iPad
Secondly, when the market enters mature, fast layout to the market as a whole, covering all users;
Finally, with a strong voice, especially in the standard layout, the threshold setting can be a powerful barrier.
It is clear, with strong capital companies adopt this strategy, in fact this, however does not mean that it will be successful. Intelligent Home field, many of the current system, protocol there are many, each are trying to build ecosystem, but actually did not make users feel imagined experience. Even on the phone was a big success of millet, also failed to move the market for the time being, even we can very clearly says millet router attempts to build smart home entrance designs without success.
From my observation, the smart home entrepreneurs choose horizontal policies, the majority of this was unexpected. Maybe it's smart home outlet theory and results of multiple effects such as entrance, platform theory, so entrepreneurs are looking at the future, continuous horizontal layout, but there are a lot of entrepreneurs eventually fell on the road and can't wait for good times. Author team on the strategic decisions must also consider the issue.
Early product is done in a simple, and subsequent planning is the key issues before us. Am sure many entrepreneurs are thinking about this problem. Judging from the author's experiences and observations in the field, smart home entrepreneurs should select a vertical strategy.
Next to analysis under the lights, for example:
Author's strategy team to gauge the market's judgment when the lights are first and most need to be intelligent in the family home, and also meets the requirements of large market space. A what kind of light is intelligence times families most in need of it? Single-from the user's point of view is mainly convenient. From a higher level but clients do not perceive clear demands, thermal, light-fitness, functional extension is very attractive, and technological breakthroughs.
LED heat sink and LED lamp itself challenge is heat, coupled with intelligent control module this problem becomes more apparent, cooling and consumption of a key, so good not only more energy-efficient heat dissipation and longer service life of the lamp. Li Ka-shing has invested in a Nano-business company, whose product is Nanoleaf, because it can save them a shell, without cooling. Although this may not be accepted by ordinary users, but it is a good idea, now no other LED lamps on the market break through the traditional shape. In addition, Graphene bulb appearance, also gave a big imagination for heat and power.
Light-fitness. Effect of light color and brightness for the people is clear, such as low-light environment light can cause eye damage, such as a yellow light can stimulate the appetite, which can be attributed to the light on the suitability. But a troubling problem is that generally we are unaware or unwilling to do such a regulation. Indeed, different scenarios will go to a different light, it is too hard. LED lamps with dynamic light like Ketra also able to solve the problem, if over time, sun exposure, scene, such as automatic control, imperceptible to the user's clock brings improvement, productivity, loss of appetite and other users will scream.
Feature extension. Light is one of the most common necessities, using the highest frequency. At a place of business, light already has many extensions, such as multicolored lights with the music of Carnival. However, in families, and this value is far from tapped. As Steve mentioned, is not what users want, but users do not know. But the good news is that more and more such products already on the market was born, lamp with sound function, never forget the feeling of suspension lamps, these products are rich well lights feature extension, allowing users to enjoy the fun of light.
In the field of intelligent home, from the lights, will no doubt take the vertical strategy. Of course not to say be sure to select the light, entrepreneurs can judge for himself, the author is just a based on their own choice of field, and industry. No matter what the intelligent products, for now, vertical strategy is certain. To achieve the ultimate product, continue to concentrate in depth, forming a strong technology barriers or experience, so as to allow users to actually use our products, to break through the gate of smart home. Smart Home era cannot be opportunistic, blind horizontal development, of every category are light, short speed assault, will deal a fatal blow to entrepreneurship.
"The author" Chen lianglong, Sting technology co-founder. Bite tech, inspire dreams of life. ALDreams Arouse Living Dreams。 Investment date: winwin@aldreams.CN
2383 votes
iPhone 6 Plus
IPhone 6 Plus is the screen since Apple is the largest mobile phone products. IPhone 6 Plus HD has a 5.5-inch retina display, a resolution of 1920x1080 pixels, is iPhone 5S 185%. 7.1 mm thickness to thin more than iPhone 5S. IPhone 6 Plus a new feature, called "reachability" to complete one-handed operation of large screen phones: double-click the home health, the main interface will fell from the top of the screen, so that users can touch interface to the top without hands. Overall, the iPhone 6 Plus is a bit like a smaller version of the iPad mini.
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