The rumors that Microsoft will introduce smart wearables have been around for some time, and some details that have been revealed recently have left more suspense on this device. As one of the world's largest wearable markets, Microsoft is destined to give up.
MOTO 360 has not yet been listed in China. Apple's Apple Watch will not be available until next year. Microsoft's hardware products have been influential in the mainland. It is still unknown whether this can be changed by new wearable devices. However, Microsoft's wearable devices want to make a difference in the mainland, have to consider the following three factors.
Service localization to avoid product castration
Most foreign products enter China and there is a phenomenon of castration. The reasons are not the same. The most common is the restriction on product service. Take Microsoft's products, the Xbox into China can be described as twists and turns, and ultimately it is a handful of games and high prices.
After the prism door, the relevant departments have more strict censorship of foreign products. For Microsoft, the new products want to work in an inevitable localization, or set up servers in China or cooperate with domestic Internet companies. Joint service. As for why you should say this, start with Microsoft's competitors, Apple and Google. Although MOTO 360 is not available for sale in China, there are still many early adopters who purchase and use it through other channels. Due to the rejection of Google services, many users are troubled by the inability to access the Internet. Of course, the problem of Google services is more reflected in Android phones. on. Apple's well-designed Apple Pay is unable to adapt to domestic conflicts of interest and is temporarily unable to provide this service to domestic users.
The product function is incomplete, the user experience will be affected, for the user to buy the eunuch product at a high price, it is not as good as the parallel. The Windows 8 operating system is no longer seen in China, and the service of wearable products cannot be localized. It is not easy to enter China. Compared with Google's Apple, Microsoft's influence in China is above both. In 1998, Microsoft's Asia Research Institute, which took root in Beijing, made Microsoft's service localization easier.
Popularity of prices, no shortage of competitors in high-end fields
According to statistics, the monthly shipments of smart watches in China are 70,000 to 80,000 units, and the monthly shipments of smart bracelets are between 30,000 and 50,000. Although the concept of wearables is very hot, users are still in product selection. Watch the state. For Microsoft, wanting to break the ice in the Chinese market, the popularity of the price is necessary.
Although the price of smart bracelets in China is already very low, there is no shortage of high-end wearable products on the market. Some unknown smart watches are priced at around 2,000 yuan, and some of the most popular fashion wearables are priced higher, but the products with the largest shipments are under $1,000. According to ZDC survey data, in the survey of wearable equipment prices, the highest proportion of the products is less than 300 yuan and 501-800 yuan, accounting for more than 20%, 1001-2000 yuan, 801-1000 yuan price segment product ratio Also in about 20%. Whether Microsoft is willing to enter the market with low-profile, close-to-people prices is especially important for product sales.
At present, the domestic price of MOTO 360 is more than 2,500 yuan, and there is no suspense in the price of the Apple Watch on the high-end route. For Microsoft, it is a matter of follow-up in the high-end field, or gradually gain more recognition with the people, this is a question worth considering. However, from the sales of Microsoft Surface, the high-end route may not be suitable for Microsoft.
User-friendly operation and multi-platform advantage
Unlike Google Inc., Microsoft's wearable products will support platforms such as Windows Phone, Android and iOS. It seems that Nadella's multi-platform strategy will be further reflected in the hardware field. Software is Microsoft's advantage, and interaction should be more human.
Android Wear makes it easy for users who are used to Android. Apple Watch is cooler and more interesting, and I am afraid that users will have to use more. For Microsoft to support three platforms, you must consider the operating habits of the three platform users. The style of Windows Phone is very different from that of Android and iOS. How to design the interaction of wearable devices to make it conform to their own Windows. The use of Phone, which allows Android and iOS users to use it freely, is a real challenge for Microsoft.
The competition of wearable devices is ultimately the competition of interactive mode. Google and Apple have made great efforts in the interactive way. Google tried to unify the smart watch market through Android Wear. The meticulous and intimate function of Apple Watch is enough to see Apple's intention. When Gates set the standard for window operation and dominated the PC market, Microsoft under Ballmer passed the mainstream mobile operating system. What kind of interactive experience will Microsoft bring to the first wearable product? Microsoft's life and death in the field of wearables.
Throughout the domestic wearable market, the interactive way of smart bracelets is too simple. Because most systems come from the modification of Android system, the overall experience is in a state of being lost. It is also hoped that Microsoft will be able to take advantage of the multi-platform and help the domestic wearable market to establish relevant standards in terms of operational experience.
The WP system can't save Microsoft, and the wearable field provides a new direction for Nadella's redemption. As the largest demand market in the wearable field, China marks the success or failure of Microsoft in the wearable field to a certain extent, and hopes that Microsoft will live up to expectations.
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