For the entire color TV industry, under the trend of double decline in volume, market reshuffle is inevitable.
Releasing new products in this environment is extremely challenging for manufacturers. Konka color TV's new interactive system, full matrix mini LED large-size product line A6 series was unveiled at the 2022 spring conference, equipped with a new large-screen cross-ecosystem ME GRAPEZUOS smart scene screen APHAEA A6 pro scene and interactive demonstration jointly developed by Konka and Smartisan team became the highlight of the eye-catching highlight.
Industry insiders analyzed that APHAEA's new A6 series is a revolutionary product of "breaking the game and new species", which completely subverts the original large-screen interaction logic and realizes a large number of cross-ecological and cross-platform applications, multi-window and split-screen multi-scene applications, and new interactive applications with multiple control methods.
Konka has opened up a new differentiated track for the color TV industry, marking the accelerated transformation of "Konka Electronics" to "Konka Technology". In a sense, Konka redefines the value of television to a new level.
As we all know, Apple did not use any disruptive technology but achieved great commercial success with the iPhone. On the one hand, Apple has catered to the needs of users in line with the era of consumption, and on the other hand, Apple has replaced Nokia's Symbian system with the IOS ecosystem to promote the development of smart phones and mobile Internet.
We can think that the value brought by Apple's IOS ecosystem to users is far more than the mobile phone hardware itself. Konka's new smart TV interaction system may have a gap compared with IOS, but it has been "reborn" compared with other smart TV operating systems.
Redefine user value
Zhu Zhongqing, assistant to the president of Konka Electronics Technology and general manager of the marketing division in China, believes that in order to break the situation in a market saturated with demand, it is necessary to realize user value-oriented, provide users with differentiated value, and let users get differentiated perception at the experience and cognitive level. Including sensory value (such as appearance), functional value, emotional value and spiritual value.
Grasp the user's thinking, focus on user value, insight into the needs of users in the new era, the underlying logic of the development of Konka A6 series new products is to root the user experience in the underlying design system, innovate products based on the user's personalized needs, and give users more value.
For example, in response to the trend of increasing the proportion of non-film and television function demand for TV, Konka has added more gameplay for users, and more application scenarios can be used to achieve more value.
Users can watch and practice, open a favorite TV series and fitness project, and work out while chasing the drama. You can also learn and play while watching the strategy while playing the game to play the game, and enjoy the happiness brought by the big screen game. You can also chase multiple dramas at the same time, watch multiple events and programs together, and don't fall behind anyone you like. Of course, you can also play large-screen AI interactive games at home, bringing users an entertaining and relaxing experience.
Redefining innovation
Clayton Christensen, a business management professor at Harvard Business School, summed up "disruptive innovation" as a favorite buzzword in home appliance technology.
He believes that the decline of a business is often not because managers have made the wrong decisions, but because they have made the right decisions. Some products or services that now seem successful often don't conform to normal business logic at the time.
The changes brought about by the operating system to the product are topplicative.
Before Apple's IOS loaded the phone, Christensen had thought that the Apple phone could not succeed, and the iPhone was just a continuation of Nokia's technology. After the big sale of Apple's mobile phone, he admitted that the peak innovation should not be limited to hardware technology.
Konka's professional TV operating system, which was born for large-screen scenarios, does the same thing that Apple loads IOS into mobile phones, except that the object that is loaded becomes a TV.
Based on the Android kernel, Konka deeply remakes the operating system of desktop-level display devices with large display areas, breaks the restrictions and comprehensively reconstructs the professional TV operating system of large-screen application scenarios and installs it into a smart TV. This is not only the peak of the original system, but also a leap over the existing Android mobile phone ecology. Since then, the distance between small screens and large screens has been shortened, and the integration of the whole ecological matrix has been realized.
Admittedly, Professor Christensen's theory of peak innovation does not take into account changes in user value orientation. Zhu Zhongqing proposed to realize user value-oriented, to provide users with differentiated value, on this basis to do intelligent operating system innovation, equivalent to Konka in the use of new value orientation to redefine the peak innovation.
Redefine TV
As the definer of the vision of sound and picture, Konka Technology has rediscovered the value of screens and connections.
Konka knows that improving the status of television is not just about sound quality, picture quality, appearance and hardware parameters. Rather, it is necessary to accept and deeply integrate into the changes in the lifestyle and usage habits of today's consumers.
In recent years, Konka's new actions in product polishing and brand image have long jumped out of the "hardware thinking", but switched to the consumer-centered "scene experience thinking" to create products driven by user needs.
Under the premise of maintaining the advantages of hardware, we constantly pursue the evolution and innovation of software and systems to open up and strengthen the connection between large and small screens, continuously optimize the user experience, subvert traditional TV, and redefine "TV" with a new scene experience.
Users may need more than just TVs or screens in the future. It is a wise way of life with temperature and attitude. Konka may be able to establish a closer connection with users through intelligent interaction systems, and tv (which may not be called TV in the future) is just a node of Konka's connection with users.