Author: Wang Jinwang
2019 is the third year that the global sales of smart phones continue to decline. It is still hard to predict whether 5g technology can achieve the next decade of the growth of smart phones against the trend.
In the last decade, the major manufacturers that have tasted the dividend of smart phone market began to find the next long-term growth point.
In sharp contrast to the sluggish growth of the smartphone market, the Internet of things, as an emerging market, has begun to form scale benefits in the past two years after technology accumulation and concept popularization. The digital and intelligent qualitative mutation brought about by the larger scale of networking and the accompanying economic benefits have become the next dominant opportunity.
In 2019, smartphone makers battled AIoT as a rare highlight.
At the beginning of 2018, the smartphone market is in the dark:
Authoritative analysis institutions such as canalys, Gartner and IDC successively published the 2017 global smartphone sales report. According to IDC statistics, the global smartphone sales decreased by 0.5% in 2017, and the Chinese smartphone sales decreased by 5%.
This is the first decline in smartphone market sales since the opening of the mobile Internet era, and the first decline in China's smartphone market.
How to keep the business growing in the future?
Even the head manufacturers of smart phones such as Huawei, Xiaomi and ov have to face the reality of declining sales.
Then, the smartphone head manufacturers, standing on the cusp of the storm, made two targeted adjustments:
First, increase in Southeast Asia and Africa For example, Xiaomi, which accounts for more than 20% of India's smartphone market, said at the end of 2018 that it would open more than 5000 offline stores by the end of 2019;
Xiaomi's shop in Gurgaon, India, photo source: AFP
Second, strengthen the input in the field of Internet of things (IoT), including strategic input in hardware terminal, communication technology, system ecology and so on.
The former makes India the largest potential market in the field of smart phones and even mobile Internet after China, but this does not change the continuous decline trend of the global smart phone market. According to IDC statistics, the global smart phone sales still fell by 4.1% in 2018.
The latter has become a chess piece for smart phone manufacturers to find the next long-term growth point.
Looking at IOT to B from the radical Xiaomi
Xiaomi is a radical in the layout of AIoT strategy, which can be seen from the first open letter from Lei Jun to all staff after the New year.
In the open letter, Lei upgraded Xiaomi's "five billion-year investment in AIoT strategy" proposed a year ago to "five billion-year investment in 5G AIoT strategy."
It depends on what the aiot brings to Xiaomi and what Xiaomi has done in the field of aiot.
In August 2018, Xiaomi made a series of organizational structure adjustments after listing in Hong Kong. With the establishment of intelligent hardware department, IOT Platform Department and technical committee, the division of artificial intelligence and cloud platform Department (divided into artificial intelligence department, big data department and cloud platform Department), and the addition of big home appliance business department (Wang Chuan as president), aiot is gradually pushed to the front of the stage.
On January 11, 2019, Lei Jun said at Xiaomi annual meeting.
The adjustment of strategy directly affects the adjustment of product level. In addition to the continuous construction of ecological chain manufacturers in the whole smart home framework, Xiaomi also made some important adjustments in 2019 for its own product line.
On May 17, Xiaomi carried out structural adjustment and set up a large household appliances business department. Wang Chuan personally led the group.After the establishment of the business department, many people in the industry believe that this is Lei Jun wants to copy Wang Chuan's experience in Xiaomi TV again.
Obviously, Xiaomi, who is longer than hardware, still regards hardware as a good card in the aiot strategy.
The status of everyone in Xiaomi company, not only from Wang Chuan this old river and lake personally can be seen, a month after the launch of the new Mijia Smart products is Lei Jun personally platform, invited cross-border chef Xie Tingfeng
During the year, Xiaomi's smart TVs shipped tens of millions of dollars, and at the same time, a number of new products have been released in the field of power
Six years ago, when Lei Jun and Dong Mingzhu made a bet of 1 billion yuan, Dong Mingzhu might not have thought that, five years later, Xiaomi, although he lost the bet, began to drive straight into big appliances.
Lei Jun and Dong Mingzhu set a 1 billion bet
If everyone is Xiaomi to absorb the length of hardware, continue to expand the border of the end-side products, then IoT to B is Xiaomi IoT to follow the trend of smart home industry in depth.
It's no exaggeration to say that five years ago, the domestic smart home was more of a smart home pieced together with networked hardware, and it was in this context that Xiaomi became a big winner in the domestic smart home field by virtue of its own business ecological chain. However, the development of smart home industry now, besides facing the problem of user experience and customization, massization and scale become the biggest obstacle to its sustainable development.
In the past two years, this obstacle has caught the life-saving straw of hotel and real estate industry upgrading and reform.
19 November, Fan said at the Xiaomi developer conference Lei Feng also noted that Liu Xinxin, the co president of Huazhu group, ranked ahead of fan Dian in the main forum speech (this position was reserved for IKEA last year).
Xiaomi releases industrial interconnection solution
According to Fan, The hotel is expected to deliver more than 5000 rooms, covering 34 cities, and the property will deliver 2000 sets this year.
So far, Xiaomi, who has made a living in the C-end personal and home market, has begun to go deep into B with its all inclusive IOT.
Not only did the change in the line of business make Xiaomi start to consciously or unconsciously tilt to IoT on the corporate strategy, the weighting of the technical line, but also let Lei Jun set for Xiaomi in 2018
Lei Jun Talk
Xiaoai schoolmate updated to version 3.0 in 2019, with the addition of male voice version, which did not receive much attention. Instead, Xiaomi updated two new private brand products: Xiaoai teacher and Xiaomi smart watch, which attracted market attention. In addition, the introduction of Daniel Povey, the founder of Kaldi, an open-source voice recognition tool, also made industry insiders pay more attention to Xiaoai schoolmate and even Xiaomi open-source software in 2 What will happen in 2020 is full of speculation.
It's needless to say that no matter in order to seize the next market commanding point of smart phones or as the infrastructure technology in the era of Internet of things, Xiaomi has no reason not to put a few tough words on 5g technology. But on 5g, Xiaomi can't get around an opponent, Huawei.
2019 is Huawei's highlight time. This highlight comes from a mobile communication technology named 5g.
It can be said that in 2019, 5g achieved Huawei's important position in the world's communication field, but also made Huawei suffer from high and cold suffering.
Whether it's the world's top 500 companies that started communication or the top three mobile phone manufacturers in the global sales list of smart phones, it's of strategic significance to seize the highland of 5g. This paper starts with Huawei's IOT layout in 2019.
Although Huawei is one of the three largest mobile phone manufacturers in the world, its approach in the field of IOT is different from Xiaomi's, which is more like the to-b approach dominated by bat cloud service business. The reason is that Huawei is originally a manufacturer mainly serving b-end users, which can be seen from its financial report:
In 2018, the proportion of consumer business is 48.4%, and the proportion of operator business and enterprise service business is still over 50% (40.8% and 10.3% respectively).
It's not hard to understand that Huawei's IOT business focuses on Huawei cloud bu. Whether the oceanconnect IOT platform released at Huawei connect 2016 conference, the liteos system of Huawei's existing application of smart watches, or the modelarts AI development platform released this year, all come from Huawei cloud.
As the focus of competition in the first year of ioot (2018), and as the platform and system of iot infrastructure,Huawei Cloud's overall iot product system expansion and ecological expansion.
It is also with the completion of Huawei's IOT infrastructure,In March 2019, Huawei adjusted its internal structure, and IOT and private cloud were incorporated into cloud bu.
In the following year, Huawei began to enter a stable iterative stage in the construction of IOT platform, including Huawei cloud CTO Zhang Yuxin upgrading oceanconnect IOT full stack cloud service at Huawei cloud summit, releasing 16 cloud services including cloud, management, edge, end and industry, and releasing fertile digital platform in the field of industrial Internet.
Huawei Cloud Ocean Connect IoT full stack service released, photo source:Huawei Cloud website
Although these are Huawei's key deployment in the field of IOT, they haven't attracted much attention. In 2019, Huawei's layout in the field of IOT is actually in the field of consumption.
On august 9,2019, hongmeng os was officially released at the Huawei developer conference.
As Google has previously said,
Released by Hongmeng OS
Wang Chenglu, president of Huawei's consumer business software division, said at an external theme sharing meeting on December 8,
Huawei Consumer CEO Yu Chengdong also said,
Before the release of Hong Meng OS, there was actually a vignette, because
The name of Hongmeng operating system is not our name, but the name of media. Originally, Hongmeng was used as the name of a kernel in our company. After being fired by the media for several months, we should take another name and explain to all consumers and media that Hongmeng is not our mobile operating system. Now we have Hongmeng OS.
Still, Hong Meng OS is expected by consumers and loved by Huawei's family, even more than the IoT OS released earlier
The release of Huawei's smart tv (smart screen) is somewhat unexpected, compared with hongmeng os's theory, after all,Huawei has said
It was also at the Huawei developer conference in August that Huawei, which did not make TV, launched the glory smart screen (55 inches). The next month (September 19), it transferred to Munich, Germany, and released the Huawei smart screen (65 inches and 75 inches).
For the smart screen with the same appearance as Internet TV, Zhihao, President of Huawei's IOT product line, stressed four points on the interpretation of this product:
One is the interaction center of wisdom; two is the cross screen experience center; three is the IOT control center; four is the video entertainment center.
Whether it's a smart screen or an Internet TV,Huawei has finally entered the field of large screen display. However, after entering the field of large screen display, it is Xiaomi's turn this time
In fact, no matter Huawei or another mobile phone manufacturer entering the market later, the logic of large screen display is quite clear,
Of course, as an important player betting on IoT,Huawei wants not just smart TV, but an 18N strategy:
Instead of being a terminal-side appliance, the Huawei is opening up to the public as an industry enabler through the strategy of "one main entrance "(mobile phone)" eight secondary entrances "(tablet, PC, car machine, HD, speaker box, headset, VR, wearable) N (wide range of smart terminal products).
This is the idea put forward by Yu Chengdong on awe in March 2019 for IOT ecological layout. Now, it seems that Huawei has independently deployed the main entrance and auxiliary entrance, and the intelligent terminal product camp is supported by Huawei intelligent selection and hilink ecology. The original idea of building the layout has been achieved.
In the concept of hardware ecology, in fact, the manufacturers are much the same, especially after the smart speaker war, smart hardware outbreak period, each began to appear IoT product matrix. Xiaomi also announced its 14X strategy in June 2019, and was further elaborated by Fan at its November developer conference:
As for Huawei's IoT hardware strategy
As for the demand for 5g, any mobile phone manufacturer dare not neglect, let alone Huawei, which was born in communications.
In the 5g layout, Huawei is quite different from Xiaomi and ov, after all, Huawei is the main operator.
According to official data, Huawei currently has 11 5g R & D centers around the world, and the investment in 5g R & D in 2019 is expected to exceed 10 billion yuan.
Lu Yong, vice president of Huawei Technology Co., Ltd. and president of the China Regional Department, said at the 2019 Expo,
This is one of the reasons why the US will ban Huawei.
Ding Yun, president of Huawei operator BG, told the Global Mobile Broadband Forum in October:
Obviously, even under the US ban, Huawei, as a communication service provider, has become one of the main forces in 5g construction.
It is worth noting that in July 2019, Nb IOT technology was officially included in the 5g candidate technology set, which was jointly submitted to ITU-R as a part of 5g and NR, which will more or less further change the 5g technology pattern.
On December 10, 2019, at the future science and Technology Conference of oppo inno day, Chen Mingyong reappeared at the conference site after six years, serving as oppo platform in person, not for mobile phones, but for IOT.
Perhaps, or Chen Mingyong's mouth
Chen Mingyong, founder and CEO of oppo, photo source: oppo official website
Later, at the developer conference on the 19th, oppo announced heythings deployed for IOT for the first time, and released the enabling action: opening heythings IOT protocol, heythings IOT service platform and audio interconnection protocol to IOT partners.
In fact, oppo's series of releases in the field of IOT at the end of the year are responding to the future strategic intention put forward by Chen Mingyong at the annual oppo meeting at the beginning of the year.
On January 18, at the annual meeting of oppo 2019, Chen Mingyong first proposed three tasks for oppo in the future: deep cultivation of mobile phone business, layout of IOT and Realization of major breakthroughs in software engineering.
Oppo, which missed the main battle field of IOT, took frequent actions in 2019, but on the whole, it is also a business layout based on the future plan mentioned at the beginning of the year:
In terms of IOT layout, on January 14, oppo announced the establishment of an emerging mobile terminal business unit,Liu Bo, the former purchasing officer of oppo for the first time, was appointed as the vice president of oppo and the president of emerging mobile terminal business division, reporting directly to Chen Mingyong;
It is reported that the main work of the department is to build a multi-entry intelligent hardware network in the 5G era, which will deepen the integration strategy of hardware, software and Internet services, and launch a new sub-brand
In terms of software engineering, in September, oppo Internet service brand heytap was officially launched and operated independently.For heytap, Chen Mingyong also gave a group of data in the speech of inno day: on the already operated heytap service platform, the daily click volume of oppo content is more than 150 billion, the daily live users of short video service are more than 60 million, and the average active time of users on the oppo content platform is more than one hour.
Obviously, as the layout of oppo in software, heytap has become the key to the integration of everything in oppo, both in traffic and data.
In terms of architecture adjustment and software layout, the consumer side perception is not so strong. In fact, the hardware products of oppo are the ones with stronger consumer side perception. As a result, the AR glasses launched by oppo this year and the smart watch to be launched next year may be more attractive.
After all, OPPO, which has been labeled with hardware, is still similar to Xiaomi in playing, although it is not proposed to play similar to 14X, but the IoT product matrix is clearly under construction.
Vivo, who is the same as oppo as the counterfeiter in the era of smart phones, announced its IOT strategy one year earlier.
In September 2018, at the vivo x23 conference, the president of vivo Global Research Institute announced that vivo officially entered the field of IOT.
According to the long-term observation of Lei feng.com, vivo's IOT deployment in 2018 did not make much strategic continuity or expansion in 2019. It is in the product array and the industry alliance serving the product array that some efforts have been made.
In February 2019, vivo launched its mobile phone sub brand iqoo. At that time, many media believed that this brand is likely to be a main brand of vivo's layout of IOT track in the future. Although iqoo later released smart phone products, more like the sub brand of benchmarking glory, red rice and realm, the smart watches and smart glasses appearing in its industrial and commercial registration information are also In the future, there is enough room for further development of IOT product matrix.
If the launch of the iQOO sub-brand is more media conjecture, in June, on vivo's first innovation day, vivo launched AR glasses as its main brand, upgraded Jovi 2.0, and released what looked like "1XN "
Jovi 2.0 release, image source: vivo official website
In the age of Internet, OV can break into the field of smart phones and successfully counter attack, which makes the domestic smart phone market move to the current pattern of four giants. A large part of the reason lies in its excellent internet marketing means. In the second half of mobile Internet, even when it comes to the main battlefield of aiot, technology and innovation are becoming more and more important in this game. Ov has obviously realized this change, and has made up lessons and worked hard to build its own technology system at the same time, including the success of OV's own research institute and the increase of the proportion of technology investment. Or it has been continuously involved in the IOT open ecological alliance It is the same in 5g and IOT ecological construction.
However, in terms of the overall technical system and ecosystem construction, OV is still slightly weaker than Huawei and Xiaomi. Whether there are more potential energy released also determines whether it can become a variable in the field of IOT.
In 2019, with the official announcement of oppo IOT strategy, all domestic head mobile phone manufacturers have entered the IOT track. It is worth noting that although smart phones have entered the bottleneck period and even the market is saturated, at present, the main battlefield of the four manufacturers is still on smart phones, especially 5g, which will bring more to smart phones in 2020.
5g has become the first match point for mobile phone manufacturers to fight against aiot.
Match point starts at 1:5g
According to the data released by the China Academy of communications on January 9, the domestic 5g mobile phone shipments in 2019 were 13.769 million, which is just the beginning of 5g mobile phones.
In terms of chip market, Huawei released Kirin 990 5g chip on IFA in September, and Huawei mate30 series was first installed. However, most 5g mobile phones released by Xiaomi and ov use Qualcomm's 5g chip:
May 6, ZTE Sky Machine Axon 10 Pro 5G release, using Qualcomm Cellon 855 processor X50 baseband chip;
July 26,Huawei Mate 20X5G release with Kirin 980 processor Balong 5000 baseband chip;
On August 22, iqoo Pro 5g version was released, equipped with Qualcomm snapdragon 855plus processor (5g baseband chip is attached to realize 5g network communication);
On September 16, vivo nex3 5g version was released with Qualcomm snapdragon 855plus processor;
September 24, Xiaomi 9 Pro 5G release, with Qualcomm Cellon 855 Plus processor;
On October 15, the realme X2 Pro was released with a Qualcomm Cellon 855 Plus processor;
On December 10, the Redmi K305G release, the first with a Qualcomm Celldragon 765G processor;
On December 26, oppo reno3 and oppo reno3 Pro were released. Oppo reno3 adopts Tianji 1000L 5g SOC processor of MediaTek, and oppo reno3 Pro carries Qualcomm snapdragon 765G processor;
As one of the main forces of 5g construction, Huawei actually released as many as eight mobile phones in 2019, and Xiaomi, OV and their sub brands also released 5g mobile phones.
And in the 5G battle, the strength of the competition is actually in the 5G patent layout, in this area, all rely on their own R & D team, and even research institutes in the rapid enclosure. As mentioned earlier,Huawei's own r & d and business advantages, with 5g patents reaching 2000, have apparently come to light in 2020.
Match point 2: the entrance battle
Although all mobile phone manufacturers regard smart phones as the main entrance of IOT, this does not affect their matrix product layout in the field of IOT.
Xiaomi's proposed 14X strategic deployment,Huawei's proposed 18N ecological layout, and vivo's
In the competition for entrance, Huawei, which does not make TV, has developed smart screens, which are in the same state of competition with Xiaomi, the first in. Xiaomi, while laying out IOT products based on the ecological chain, has further released Xiaomi smart watches in 2019, encountering Huawei, the first in, and oppo, which calls for smart watches in 2020.
The real focus of the competition for entry in 2020 is actually ar glasses. In 2019, each company more or less announced the R & D Progress of ar. although the VR glasses released by Huawei at the end of 2019 are relatively demanding in hardware selection (supporting Huawei mate20, P30, glory V20 series, and computer windows 10 system), this is also the precursor of the AR war in 2020.
Match point 3: Platform Battle
In fact, there is a slight convergence in the choice of platform and ecology. Whether it's the IOT development platform released by each company or the ecology of each company's enclosure, although the consumer's perception is low, it's more the main battlefield behind the hardware logic.
In the process of platform and ecological construction, we can see two common trends:
First, in the process of building platform and enclosure ecology, each family tends to open source.Whether it is Huawei's newly released Hongmeng OS, Xiaomi's mace deep learning framework, oppo's heythings, or vivo's Jovi IOT, it is an inevitable trend to open source.
In fact, this also draws on the success of Android. After all, the so-called Internet of everything can only be realized by one R & D team, and the strength of developers can lighten the R & D team of enterprises to meet more diversified and customized development.
Second, each ecosystem began to think about and try to connect.
On August 19,2019, vivo, OPPO and Xiaomi had a rare joint venture
On December 19, 2019, according to foreign media reports, Google, Amazon, apple and other technology companies have jointly developed a smart home connection standard, which makes it easier for software and devices to work together in the smart home ecosystem.
In order to realize the interconnection of all things, the barriers between the major ecosystems have become a big obstacle. How to break the barriers and realize the interconnection between the major ecosystems has become an urgent problem and a key turning point in the next battle of IOT.
In 2020, IOT will enter the second half of its development.
From the perspective of business development before, Huawei and Xiaomi had good achievements in the first half of the journey:
In terms of Huawei's IOT strategy, with the frequent efforts of consumer business BG, whether it's the supplement of product matrix or the construction of hilink ecosystem, it can be seen that Huawei, which focuses on cloud service, communication business technology and industrial layout before IOT, has started to have some own ideas on the end side.
According to Huawei's official report for the first half of 2019, Huawei's consumer business revenue is 220.8 billion yuan, accounting for 55.0%.
In comparison, the aiot of millet seems more obvious. In Xiaomi's first financial report (Q2 financial report 2018), Xiaomi officially disclosed that the income of IOT and consumer goods was 10.4 billion yuan, accounting for about 23%; in Q3 financial report 2019, the income of IOT and consumer goods rose to 15.6 billion yuan, accounting for about 29%. While the proportion of mobile phone business is declining, the income of IOT and consumer goods is increasing.
As noted earlier, it is hard to predict whether 5g technology will make the next decade of the reverse growth of smartphones. IoT is seen as the next long-term growth business. With OV re-joining, domestic smartphone makers have completed the first wave of IoT layouts, and the previous friction and battle will continue to present a diversified competition in technology, products and ecology, while the convergence trend will also be like the Rose in the middle of the gap.
In the second half of IOT, war and peace will be with each other for a long time, and jointly nurture the next era.