LeTV "super cell phone" New Year approaching?噱头足,,算小小


Editor's note: The mobile phone is already full of muddy water. I don't know what kinds of waves LeTV can stir.

LeTV's message to be a mobile phone was first revealed in January of last year. In March, Meizuo Mei Jingtian and Ma Lin, the vice presidents of Meizu, and Feng Xin, the former vice president of Lenovo Group, were transferred to LeTV. In May, LeTV registered its company LeTV. The business scope includes production, research and development of mobile phones, mobile phones; sales of communications equipment, electronic products, machinery and equipment, auto parts, etc.; at the beginning of December, a video of LeTV's operating video flowed out on the Internet, and also came out that Le OS will precede Rumors released by mobile phones.

According to the latest news, LeTV will be officially released in February this year, but Levision has not given a clear time.

What is music as a mobile phone?

In fact, this problem has already been discussed by the industry as early as the rumors of LeTV being a mobile phone. The difference is that it now has another layer of meaning. According to the previous thinking, Letv as a mobile phone is mainly to build more content for their own ecological entrance, especially after people spend more and more time on mobile devices, not on television, plus competitors. , including millet, Lenovo and even Samsung's TV business has its own OS base, LeTV had to create a mobile portal for themselves, so LeTV as a mobile phone, including the future extended tablet PC, can be said to be expected within the matter Not to mention, mobile phones and tablets themselves are also major support for multi-screen strategies.

The other layer of significance should be due to capital considerations. Especially when LeTV suffered a lot of losses this year, and the stock price has fallen by 21%. Even after it got involved in the domestic political turmoil, LeTV urgently needs to make a statement to the capital market. It is still worth investing. From Jia Yueting's recent discussion on LeTV for the first time on Weibo, and directly stimulating the initial performance of LeTV's share price to suddenly rise by more than 6 percentage points, the super mobile phone's gimmick is indeed sufficient.

What kind of mobile phones can LeTV make?

After experiencing the various advocacy of the mobile phone industry in the past two years, to be honest, the author has basically no feeling for Jia Yueting's phrase “No subversion, no shot”, especially if LeTV itself is already involved in the mobile phone industry. How much dry goods are given is even more elusive.

According to the eco-model of the vertical integration of LeTV's "platform + content + terminal + application" industrial chain, together with Ma Lin's visit to the global renowned manufacturer of audio products Harman and Harman's professional speaker manufacturer JBL, it is not difficult Imagine LeTV will build a mobile phone as a handheld audio/video terminal. This is consistent with the idea of ​​mobile phones made by iQiyi, potatoes, and other video sites, but LeTV is more vertical and deeper. But only these are not enough, on the one hand, the sound quality has become the class that domestic mobile phones are making up for. LeTV is referring to the achievement of selling 30 million units in vivo all year round, but it has not seen the hammer since the beginning of this year. Jia, Meizu, and OPPO are all working hard on this piece, but they have not seen the layout and efforts of vivo within the online channel over the years.

Moreover, the content of this thing, in fact, it is difficult to form a unique competitive, because for users, the video content migration costs are very low, an app will be able to meet more than half; not to mention the smart phone and TV are different, it's More comprehensive entertainment, video resources is only one of the windows, can not form an absolute content advantage, not to mention millet + Thunder, Huawei + iQiyi can also achieve the same selling point.

In addition, a video of the so-called LeEr mobile phone circulated on the Internet shows that it is also equipped with holographic technology. The so-called holographic mobile phone refers to an innovative handheld terminal that adopts computational holographic display technology. Compared with the Amazon Fire Phone, the 2D picture shows a similar 3D effect to the naked eye through cameras, sensors, etc. The holographic mobile phone can feel floating at various angles. The holographic effect on the screen can also be combined with the air interaction function to create a more advanced experience in visual and tactile sense. The good thing is that this is less of a concern in the current market, but the bad part is that the holographic technology is not as good as the tiny telescopic camera in the promotional video. Money is even more of a problem. Contacting LeEm mobile phones has always been passed down and LeTV is going to take the same cost-performance route. It does not rule out the possibility that these functions will only be a bubble.

As for Le OS, it does not have any expectations. However, according to previous rumors, Le OS will go ahead with the hardware and take the open route. Relatively speaking, there is still a certain amount of imagination. After all, this will reduce the user's hardware purchase cost. It will also accelerate the popularity of LeTV's multi-screen interactive strategy.

The counterattack of the living room to the mobile side?

LeTV’s hardware ecosystem started with television and lags behind Xiaomi from the starting line because TV is a very traditional industry. At present, the annual increase of China’s TV market is around 50 million units. Hisense, Skyworth, TCL, Konka, Changhong The five have firmly controlled about 80% of the share. Although the impact of Internet elements may seem ferocious, but because television is a living room appliances, the mainstream market is still offline, including logistics, after-sales service, and production capacity are also testing long-term investment. Enterprises like Xiaomi and Leshi are still not enough to pose a positive threat to them.

What's more, the relative advantage of LeTV's selling price will, in the end, still be transferred to consumers with various expenses, such as annual fees and parts purchase costs. The so-called cost-effective advantage also has a certain degree of moisture. Therefore, in essence, LeTV as more than just ignited Internet enthusiasts for the enthusiasm of television intelligence, but it still has a long way to go from the mass market.

Therefore, if LeTV is really rational enough, we should know that mobile phones are not easy to squat, and users and word of mouth attracted to their own smart TVs cannot afford to spend too much money. The TV set can't be used to on the phone. To sum up, it is LeTV who wants to counterattack the mobile terminal from the living room. Its chance of winning can be described as difficult. The best attitude is still based on mobile phones. However, whether the super cell phone is just a gimmick, LeEco can still play a rollover card by mobile phone this year, which is still unknown.
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