Previous wearable devices have been used in a variety of applications, including medical, fitness, as an extension of smart phones, etc., so that consumers can not understand the exact orientation of the wearable device, so that it reduces its The willingness to purchase, coupled with wearable devices such as smart watches, is not in line with consumer expectations for "accessories", so the need for wearable devices is drastically cooled. However, as wearables move into niche applications, their market development has gradually emerged.
From the sales situation of Apple Apple Watch and other smart watches, the boom of wearable devices seems to start to fall back? This is not the case. Because the previous wearable devices have been used in a variety of applications, including medical, fitness, as an extension of smart phones, etc., so that consumers can not understand the exact orientation of the wearable device, so that it reduces its The willingness to purchase, coupled with wearable devices such as smart watches, is not in line with consumer expectations for "accessories", so that the consumer's interest in new products has subsided, and the need for wearable devices has cooled significantly.
However, as the European and American movements become more prosperous, wearable devices such as sports watches and smart bracelets that use sports as a requirement to monitor physiological information during sports are quite popular among consumers. Therefore, in the future, based on sports-related applications, wearable devices are expected to expand niche applications, such as smart homes, child safety tracking bracelets, smart clothes, smart shoes, etc., or combine new technologies to develop new market opportunities. .
When does the wearable device market break out?
The hardware category of wearable devices covers a wide range, such as the smart watches, wristbands, smart glasses, etc. mentioned above, and the categories in which the sales volume is not as expected are mainly smart watches. According to Xu Guifen, senior industry analyst and product manager of the Information Products and Applications Group of the Information Technology and Industry Research Institute (IC) of the Information Industry Council, when the wearable devices appeared in the consumer market in 2014, not only the terminal application types were diverse, but also many related companies. With the attention of consumers, but in 2016, the popularity of the wearable market has clearly subsided, especially the market development of smart watches is even weaker.
Estimated total global wearable technology shipments from 2013 to 2018 (Source: StaTIsta)
Analysis of the reasons for the decline of the wearable device market, Xu Guifen believes that the first is that the market has not erupted in a short period of time, and then because of the user's decision, the wearable device can be worn at any time, if it is necessary to often take the charge, it is not enough Consumers have an impression of wearable devices.
In addition, the high price and unclear positioning also make the smart watch market develop thunder and rain. Gartner previously believed that by 2016, the market share of smart watches will account for 40% of the total watch market. However, contrary to expectations, Apple Watch, which accounted for 52% of global smartwatch shipments in 2015, announced a cut in the spring 2016 conference. Apple Watch strap price, the period can stimulate buying. From this strategy analysis, the price reduction is not only a fairly rare market strategy for Apple, but also reflects the weak sales of Apple Watch.
Lin Xiuping, senior marketing manager of ARM Mobility and Digital Home, said that the reasons for the slowdown in smart watches can be seen from two perspectives. First, the younger generation has a high acceptance of smart watches; some business people work because of Relationships require smart watches as an aid to smart phones, but these groups do not support the eye-catching sales of smart watches.
In addition, in terms of technology, at this stage, smart watches need to be charged once a day, which is quite inconvenient for consumers. Lin Xiuping explained that the battery of a typical watch can be used for 1~2 years, and even some designs do not need to be powered by batteries, so consumers expect smart watches to have longer battery life.
However, Pankaj Kedi, senior director of Qualcomm and head of the smart wearables division, said that more than 100 wearable devices in the market have recently used Qualcomm technology, so Qualcomm is quite optimistic about the future of wearable devices, not only It will continue to invest in this area and will work with many players from the traditional action and watch industry to create more possibilities.
Optimistic about the market for wearable devices, Qualcomm's new Snapdragon Wear platform is aimed at next-generation wearable devices designed to be thinner, longer battery life and more accurate.
Yang Zhenglian, senior product marketing manager of STMicroelectronics, concluded that the development of the overall wearable device is limited, but it will continue to exist in the market and develop in the fields of sports physiology testing, child safety tracking, etc. . While the Apple Watch or smart phone performance stage has been saturated with shipments, it is necessary to add more creative ideas to consumers and make it more comfortable to create more market opportunities for smart watches to avoid the limitation of volume. More development space has led to the market's unsatisfactory progress.
Global smart watch shipment statistics from 2017 to 2017 (Source: MIC, 2016/06)
The conditions of the accessory should be fully satisfied: How can the wearable device be more acceptable to consumers? Xu Guifen said that the wearable device is an accessory for the consumer, and the accessory needs a novel and fashionable design, and does not need to be "timely taken care of", such as having to be charged all the time, which will make the wearable device unable to fully capture the consumer's heart. .
Fortunately, the industry also recognizes this, in addition to actively technical advancement, extending battery life, but also cross-border cooperation with fashion industry, hoping to give the wearable device appearance more "personality" and features. Xu Guifen further explained that although the wearable devices are still far away from the so-called personalization and diversity, it has been found that consumer electronics and traditional watch manufacturers have begun to “prescribe the right medicineâ€, starting with understanding the definition of accessories in the eyes of consumers. Gradually improve the appearance of existing wearable devices, so that they can gradually meet the expectations of consumers for traditional accessories, thereby stimulating consumers' desire to purchase.
For consumers, wearable devices are accessories, so they must meet their requirements for accessories.
Consumers need to be “missionedâ€: After the wearable device is more like an accessory, the relevant operators also need to meet other consumer needs for wearable devices, such as price, battery life, comfortable wear, easy to use, and most importantly. The function is single and does not need to be too complicated. For example, Xu Guifen, in the eyes of consumers, smart watches, bracelets still can not match the necessity of smart phones, so the freshness of these wearable products can not last long.
On the other hand, in 2014, when wearable devices first appeared on the market, the relevant industry gave them too many functions, especially smart watches. There was a rumor that there was a replacement for smart phones, but the heaviest in the wearable market was Wisdom watch. Xu Guifen pointed out that in terms of sales volume, the current sales of Fitbit smart watches and wristband devices are the most, the reason is that the company's products meet consumer expectations - the function clearly locks the sports fitness and physiological information measurement, and the device does not want anything There are functions, but none of them is accurate measurement information.
Yang Zhenglian believes that wearable devices have their necessity, otherwise they will not be valued by the relevant manufacturers, nor will they be concerned by consumers when they are launched, but wearable devices must find the exact functional positioning. For example, the sports bracelet can be popular with consumers, except that the size does not interfere with the daily activities of the user. The bracelet can be collected in conjunction with the cloud or connected to the mobile phone via wireless short-distance network technologies such as Bluetooth or Wi-Fi. The information obtained is further analyzed as more effective data, allowing consumers to use this information to prevent disease occurrence or improve exercise programs.
From this point of view, consumers do not need a fancy, excessive wearable device, but in some specific applications, a single field, wearable device products with simple operating characteristics, you can get the favor, so you can also explain The smart bracelets and watches that specialize in the sports and fitness market have a unique sales volume in the wearable device market.
Product compatibility is a stumbling block: Just like smart home or other Internet of Things (IoT) applications, wearable devices that connect to the cloud application service platform will encounter situations where devices and service platforms cannot be shared. Yang Zhenglian said that at present, the wearable device manufacturers are all based on the hills. If there is a "some special issue", such as the new demand of the market, several fast-growing and large-scale companies, such as Google or Apple, may sit down further. The problem of interworking between the device and the service platform.
Xu Guifen emphasized that although the market for wearable devices continues to develop, it has not yet reached the so-called explosion point. One of the key factors is compatibility. At present, the Android camp mainly represents Google has begun to direct Android wearable devices to Google Fit to solve the interoperability problem; Apple has similar actions. Both Android and iOS have their own advantages - the number of Android devices is huge; iOS has a strong security, making its wearable devices widely used by medical institutions.
At present, although the Apple Store or Google Play apps can be shared in the Android or iOS operating system, the achievable effects and functions are still limited. Perhaps this is the first step to solve the interoperability problem. Can you see Google in the future? Working with Apple for wearable device compatibility will still take time.
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