With the rise of smart home, smart speaker has become the pioneer of many brands to enter the market. The market is booming rapidly, and the growth momentum is still continuing. According to the statistics disclosed by canalys, a market research institution, the global shipment of smart speakers in the third quarter of 2019 has reached 28.6 million units, a year-on-year increase of 44.9%. Among them, the head camp composed of Amazon, Baidu, Alibaba, Google and Xiaomi has occupied 87.5% of the market share, compared with 80.9% in the last quarter.
The market “Matthew effect” is obvious. With the further concentration of share, the living space of small and medium-sized brands will be compressed again. In addition, nail technology also found that the screen smart speaker showed explosive growth. According to canalys data, the year-on-year growth of screen smart speakers in the third quarter of 2019 was as high as 500%, accounting for 22% of the total sales of smart speakers. In terms of Baidu brand, Xiaodu at home series accounts for 61% of its smart speaker sales.
At present, Baidu, Alibaba, Amazon, Google and other smart speaker head brands have launched products with screens. Through the above data and the trends of giants, it is not difficult to see that the screen smart speaker has gradually become the development trend of the industry, but Huawei has recently done the opposite and launched a relatively “retro” smart speaker. It is understood that Huawei sound X’s dual woofer uses the high-end NdFeB rare earth material commonly used in high-end speakers, and is equipped with tivare’s unique push push symmetrical acoustic design and Sam bass enhancement technology. At the same time, the speaker also supports one touch sound transmission technology.
Although the smart speaker is called smart, its essence cannot be separated from the speaker, so a better sound quality feeling should be the key element it should pursue. At present, the focus of products on the market is more on intelligence, and the positioning of “speaker” is often ignored. Under the background of no breakthrough in voice interaction technology, devices with screens are more convenient for users to interact with them. After all, it makes the product look smarter.
In addition to better highlighting intelligence, the smart speaker with screen can also make it easier for the brand to realize cash. For example, compared with the non screen speaker, the screen speaker can be realized in the form of pop-up advertising. For users who are used to video advertising, they have a higher tolerance for the advertising with screen speaker. In addition, for services that provide more value, having a screen also has better carrying capacity than not having a screen. However, nail technology believes that smart speakers should also return to the sound experience, rather than simply providing more value-added services or highlighting how intelligent they are.
At the same time, even if there is no screen, it does not mean that the interactive experience must be poor, but it needs better voice interaction ability and service support. In addition, at this stage, the use of screen speakers for improving the user experience is still relatively limited. Huawei launched a screen less smart speaker and chose to cooperate with tivare, which not only makes the product have a good performance in terms of sound quality, but also continues to increase the volume of its own brand and better realize the brand premium, which may bring better profits.
At this stage, the intelligent speaker with screen is more convenient for interaction than the intelligent speaker without screen, and even can play the role of smart home hub in the future. However, nail technology believes that with the continuous progress of technology, voice interaction technology will usher in better performance, and the screen may not be needed as an interactive assistant in the future. At the same time, in the context of the accelerated development of smart home, more and more products begin to pursue intelligence. The screen has gradually become their first choice. The screen speaker is closer and closer to the TV, which may not be what users want to see. Professional equipment to do professional things may better create a smart home scene.
To sum up, although Huawei has launched a seemingly “retro” smart speaker product, this form may be what smart speakers should adhere to, retaining the characteristics of their products as speakers and highlighting the sound experience. Of course, Huawei still needs to work harder on interaction and services.