Editor's introduction: With the advancement of science and technology, smart TVs are also constantly developing, and more and more functions in all aspects, the author of this article introduced the relevant content of smart TVs equipped with Smartisan OS, analyzed the user population of smart TVs and the dilemmas faced by current smart TV products, etc.
After watching the spring strategic new product launch of Konka's high-end sub-brand APHAEA, the new product is equipped with Smartisan OS to subvert the traditional TV software operating system and open a new era of TV interaction.
From the impression that the new era of human smartphones should be Jobs released the touch screen Apple generation on June 19, 2007, as a subversive innovation case, is well known to everyone.
Can Afeia Smart TV equipped with Smartisan OS really subvert the traditional smart TV operating system? Let's take a closer look at it:
First, the main user group of smart TV
China Television Network released the "2022 China Aging TV Survey Report" pointed out that the middle-aged and elderly groups are the largest recipient group of smart TVs.
The market for young users to watch TV is gradually decreasing, and the market for middle-aged and elderly people watching TV is gradually growing.
Young people's leisure time is gradually occupied by media such as vibrato and kuaishou, and the use of TV time is gradually decreasing.
As parents restrict their children from using mobile phones for a long time, children's time to watch TV is gradually increasing, and the ensuing children's content has gradually become one of the main revenues of the television industry.
Smart TV facing competitors is not only the traditional TV, but also the projector, the current domestic projector is growing at a rate of 30% per year, and the main user group is about 20-35 years old young users, the future projector will also be one of the main competitors of smart TV.
Smart TV as a home appliance c bit, the lack of gradually abandoned, this crisis has caused the vigilance of major manufacturers, multi-degree commercialization has caused more and more negative public opinion.
Second, the evolution and dilemma of smart TV waterfall products
Xiaomi released the waterfall form of the luncher operating system in 2017, and it has been 5 years now, from the innovative experience design recognized by the industry to the peak of the number in 20 years, and in the 21 years of micro-innovation has faced a ceiling, and various manufacturers are seeking breakthroughs.
As more and more exposed content (the number of channels grows year by year, from 10+ channels to 30+), the complexity of the experience rises and user dissatisfaction rises. Featured, TV series, movie tabs have accounted for 85% of the traffic of luncher, and the addition of tabs has not been able to bring huge benefits, but has brought complexity to user operations.
Referring to the development law of mobile phone systems, a new internal operating system may appear in the next 1-3 years to subvert the existing experience and commercialization.
Third, the major manufacturers of smart TV operating system innovation and breakthroughs
The earliest is Huawei smart screen TV equipped with the full-scene Hongmeng operating system, followed by Skyworth Cool Open 7.0 to 8.0 revision, and now the Konka TV is equipped with the ME grapefruit OS operating system cooperated with Smartisan OS, and each manufacturer explores the next generation of smart TV operating system.
(Xiaomi TV - Waterfall Stream)
(Huawei TV - full scene of the family)
In 2021, Skyworth Cool opens 7.0 to 8.0 operating systems.
(Skyworth TV - content full scene)
On April 18, 2022, Konka Konka TV is equipped with the MEyu OS operating system in cooperation with Smartisan OS.
(Konka TV - cross-ecology)
4. Analysis of Skyworth TV and Huawei TV operating systems
Cool Open 8.0 is very close to Huawei on the surface, but it is similar in the form of system interaction level and information presentation, there is still a big difference in function and content, and careful analysis will find that the deterioration value of the information content they pass to users is completely different.
1. Feature deployment is different
1) Cool open 8.0 home page function module is still mainly based on audio and video content, and does not support module customization. Huawei's homepage function module attributes are more balanced, and the functions and order of display can be customized.
2) Skyworth deploys [Discovery] in an important position, and the module collects various types of audio and video resources to experience its own rich film and television resources. Huawei has deployed [smart assistants] in important locations, interconnected with mobile phones, paying attention to ecological interconnection, and for Huawei, TVs are only a part of the ecology. For Skyworth, TV is a relatively independent platform.
3) Cool Open 8.0 collects a large number of application entrances. Users can quickly enter the basic system functions and applications (smart home, shortcut settings/functions, sources, applications, message notifications); Huawei has only arranged some functional entrances, in addition to the basic system functions, which are the shortcut entrances to the manufacturer's main functions.
2. Business models and revenue streams lead to different levels of operation
Huawei TV has a low degree of operation, presenting the brand to the greatest extent and ensuring the experience. Skyworth Cool opened the 8.0 revision, really seeking a balance between user experience and revenue, compared to the 7.0 waterfall stream has been weakening commercial operations.
1) Skyworth immersive in [home] focus on the experience of the video content itself, packaging video selling points, emphasizing the video home page. Huawei is immersed in [film and television], but also takes into account video information and content lists.
2) Skyworth crammed the [Application Recommendation] page in the application module to promote operation resources, and click My Application to enter the application list. Huawei clicks on the application module [My Applications] to focus on its own applications and does not do too much operation.
3) Skyworth's interaction logic is complex, and a large number of modules are separated from resource information. There is a cognitive load in specific usage scenarios. The interaction logic on huawei's homepage is simple and consistent, and the functions and resource information are all on the application page.
4) Focus and dynamics.
Cool open 8.0 is from the 7.0 revision, although the home page and other key pages have been upgraded and optimized, but some of the deep page and control style is still stuck in 7.0, the system visual consistency is insufficient. Huawei's system is a new version, and the consistency of each page is relatively good.
3. Multi-terminal and unified
Skyworth hopes to use a set of systems to link the various "screens" in the family life scene to create a consistent use experience, which is consistent with Huawei Hongmeng, in addition to TVs, tablets, car machines and other IOT equipment, Skyworth also released the conference system and education system in Kukai 8.0.
Skyworth Cool Open 8.0 revision can be summarized as follows: the information structure is more clearly divided according to functions and scenarios, and the interaction trend is closer to mobile phones and tablets and other devices. Huawei and Skyworth's active changes are all for the whole scene of future family life.
However, Skyworth's hardware product categories in the home scene are far less than Huawei's so many and complete, such radical changes and even at the expense of weakening commercialization, in order to broaden their boundaries and pave the way for the future smart home full scene.
4. Konka TV is equipped with the MEyu OS operating system in cooperation with Smartisan OS
1) MezuOS system contains three major features: new scene, new ecology and new interaction.
In terms of new scenes, the ME Grapefruit OS system supports free screen puzzles, and mobile phone screen projection, and the volume of each window can be controlled independently.
Konka TV currently supports four forms of screen puzzles, this style is not the first on the market, such as Dangbei smart box also has a split screen function, when the user is watching the video screen at the same time the mobile phone projection to the TV to achieve while watching and chatting. (As shown)
(Konka TV - Free Screen)
(Dangbei wisdom box - screen puzzle)
New ecology - in addition to meeting daily applications, it also focuses on compatible with home classes, conferences and offices, etc.
In addition to TV applications, it is also compatible with mobile applications, and the more application types for traditional TV, the more cross-ecology can be realized.
For example, on the TV side, you can log on to WeChat chat.
This is currently not possible with other TV products.
In addition, Konka integrates synthesis functions in its own system, such as cloud aurora small TV and chat software while watching, cloud aurora and fitness while watching and practicing, etc., and the fixed scene can reduce the user operation load.
New interaction - ME Grapefruit OS system supports traditional remote control, mouse, Touch touch, empty mouse control, far-field voice, mobile phone screen control and gesture operation, etc., the remote control OK key is a trackpad, you can also shake the mouse in the air to move the cursor in the TV.
Konka ME grapefruit OS system supports all forms of interaction on the market surface, adding mouse control, Touch touch, and empty mouse control is relatively rare on the market.
This is a small innovation for the remote control. The empty mouse control is a built-in gyroscope that senses changes in space.
The ME PomeloOS system also introduces multitasking management, which allows multiple applications to run at the same time. Support pinning favorite apps in the first place, supporting small window playback and screen puzzle playback. Giving users more scene combinations, breaking the operation of the single screen of the traditional operating system, and having a different operation experience.
2) Functional analysis.
At present, the known functions are: empty mouse, gestures, far-field voice, buttons, Touch touch mobile phone remote control and other forms of operation interaction.
The feature that stood out at the press conference was the screen stitching function. It can support multi-scene expansion and wireless screen projection, and can support the use of multiple application stitching, and currently provides 4 styles of stitching.
You can also download the smart screen assistant on the phone and combine the TV, as a TV partner, the app can achieve teen mode, remote assistance, TV screen recording and through Bluetooth to turn the phone into a remote control and other functions.
3) Free screen puzzle questions in ME grapefruit OS system?
In the new operating system, two audios are played at the same time, how to deal with the problem of channels?
For example: in the family, the father wants to watch a football game, and the child wants to watch cartoons, how to deal with the sound of these two scenes in the picture?
In the whole press conference, many netizens also asked this question, my understanding is: the so-called screen splicing here, in fact, is the splicing of the screen projection, a mobile phone projection screen and TV screen, although the two appear on the TV at the same time but the two sound different.
4) Disadvantages of multi-level splicing demand.
User action load. Now the use of TV is mainly middle-aged and elderly users, and users of new forms of operation need to pay a relatively large learning cost.
Viewing fatigue. Presenting two videos on the TV, the user's visual focus switches back and forth, and the viewing time is long, and the eyes will be uncomfortable.
Poor auditory experience. There are multiple voices in the same space, and users can't concentrate on watching TV, after all, there are not many people like Zhou Botong who achieve double-mindedness.
This article is originally published by @Dongge's design sharing Everyone is a product manager, and reproduction without permission is prohibited.
The title image is from Unsplash, based on the CC0 protocol.