OFweek smart home network news a lot of people do not really understand the smart speaker, and even lost the patience to find a breakthrough, but today, Xiaomi demonstrated a persuasive play.
Finding a fulcrum for smart speakers
Smart speakers are obviously not just smart speakers, but in order to get to the future you must have the present, so finding a suitable market fulcrum is crucial.
If this market fulcrum is only a few hundred thousand magnitude in final sales, then it will not have enough strength to hold up an infinitely large future, but one million units will make things happen, and 5 million units will make things happen in essence. . In other words, the nature of the problem lies in which category can carry the five million sales - this is the root cause of the need for intelligence and speakers to be stacked together. In other words, whoever got the 5 million sales first, anyone would get the first ticket of AI Internet.
Many people may not know the specific sales situation of the speakers for a year, and the annual domestic sales of speakers are expected to be around 50 million. A few of these products are Sonos branded products, most of which are low-end Bluetooth products. This also means that in the Bluetooth speaker field there is actually a fulcrum of 5 million, but this point is highly price-sensitive.
When a company really does a smart speaker, you must know what you want to do: whether you want to establish a new category and brand or replace an existing market to upgrade? If it is to replace an existing market, what is the characteristic of this existing market? Without clarifying this, simply imitating Echo is like carving people out according to people's appearance. In fact, it is far-reaching from the real people.
Most companies that make smart speakers have clearly positioned themselves in business. If a product is priced at 799, it is actually necessary to define new products and new brands. At this time, once your follow-up investment is insufficient, the technology supply will follow. If not, then heaven is a failed product.
Once a product is defined as 299, it is clearly positioned to replace the existing low-end Bluetooth speaker market. This is a price that almost makes the market change. As long as the experience is good enough, it will definitely cover the Bluetooth speaker market. Everyone knows that once the price rises, the price can be further reduced. This time, as long as the positive improvement of the experience can keep up with, then hit the existing tens of millions of Bluetooth speakers market, in fact, is extremely high. By the way, Xiaomi actually said that this matter was actually done in the mobile phone market. It is not clear what kind of market the Xiaomi mobile phone has just come out of, and what kind of market it is. Then take a look at who destroyed it.
So when you really do a smart speaker you have to know who you are playing.
All along, we have always valued the same changes in the start-up period and overestimated him in the high-speed growth period. There is still no escape from this strange circle in the smart speaker category. There are too many temptations to start this point, and there are too few intentions. Then many people are skeptical of this category, which is very fatal in investing in a product whose determination is directly proportional to the final product experience.
When the product meets hard technology
We all know that technology can create value. For example, many chip companies have joked that they are working for ARM. However, many companies may have previously estimated that they did not anticipate technological innovation this time to create value in this form – drastically lowering the price of the product.
In Echo’s smart speaker architecture, microphone array boards, motherboards, and power amplifiers are separated. The reason that this is a relatively central reason is that when analog microphones are used, corresponding A/Ds and so on will occupy a certain amount of space. Convenient for further simplification. An obvious optimization method for such a hardware structure is to use a digital microphone. At this time, the microphone array board can be basically optimized, and three boards can be optimized into one. This overall cost will decrease, but the core problem is that the signal quality of the digital microphone will be worse than that of the analog microphone. At this time, in order to ensure the effect, higher requirements are imposed on the algorithm, such as wakeup, Beamforming, noise reduction, and echo. Offset, dereverberation, and more require more optimization. Many people may not be aware of the differences between acoustic algorithms and other often-mentioned algorithms. Many classical numerical and non-numerical algorithms, even including deep learning itself, are more in the Computer Science field. In order to do these algorithms, scientists do not need to repeatedly experiment, collect data, and modify hardware parameters. However, acoustic algorithms usually span two domains. It is necessary to use various algorithms in CS (such as the realization of awakening) as well as repeated testing and polishing in the laboratory. Millet AI speaker in this example more thoroughly highlights the value of this hard technology company, it is the close cooperation between the two sides to create this product may have a key impact on the market trend. But in fact, the story is not finished. Once the product has acquired a large number of users, it will then derive a variety of new features, such as calls, such as environmental monitoring, such as voiceprint recognition. All of these can ultimately be translated into new product experiences.
Once companies that make products find a perfect cooperation model with such hard technology companies, the speed of change will indeed continue to increase.
The next step for smart speakers
Many people may think that smart speakers are just a small business even if they become. When you think about this, you may forget about the iPod and the iPhone that obviously has a certain continuity with the iPod. The smart speaker is obviously the starting point of far field interaction, but it must not be the end point of far field interaction. Therefore, the next step in the discussion of smart speakers actually requires a separate look at the development of the speaker itself and the development of far-field speech interaction.
As far as smart speakers are concerned, there are two different localization methods that are increasingly clear in China:
One is Xiaomi's 299 route. This line emphasizes the attributes of the speakers, playing the low-end Bluetooth speaker market. The price will definitely go down and the price strategy is certain. The core test is whether the hard technology companies like Sonic Technology can provide an experience beyond the existing products and continue to improve. So millet AI speakers are likely to enter an upgrade of experience, but prices are falling in the fast lane. However, even the optimistic estimation of this process will not grow as fast as apps like Momo, and it may well require a product like Amazon to polish the cycle.
When this speaker came out of Xiaomi, if other products of the same category couldn't find their own hard technology companies like Shengzhi Technology, the chance would be very slim. The following is a list of current products of the same category, even if the experience of the same other products is obviously not a chance, not to mention from the actual measurement of millet AI speaker experience or to exceed a section of similar products.
Another route is to combine with the TV box. The equivalent of hitting the box upgrade market. This is technically even more difficult and will place higher demands on acoustics and interaction accuracy.
But regardless of the dimension, everyone’s goal is actually very simple. Whoever gets 5 million users first will establish a firmer advantage.
summary
The most interesting thing is that Xiaomi successfully opened the mobile Internet in 2011. Now it seems that the big screen of AI Internet will probably start from Xiaomi. The only difference is that this time, Xiaomi will be like this. Partners come together to accomplish this. If Xiaomi succeeds, the more interesting point is whether the previous troika (mobile phone, MIUI, or rice chat) will come back again.
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