The Millet flat plate is very awkward, the marketing method what wrong?

Guide: If only in quantitative terms, the number of applications supported by the Millet flat is more than 3,000, but many of them still rely on the application itself "directly to use", especially some not labeled HD applications, the essence is still mobile version.
Netizen "Small Ink" is a veteran rice noodles, one after another bought two millet mobile phones, and in the Millet flat on sale the same day snapped up a. But he was not satisfied with the experience of the millet flat, Lei had promised at the conference that by the end of the year there will be 2000 applications suitable for millet tablets. But he believes that the application of the perfect fit is not much in the Millet flat-screen App Store.

The small ink subscribed to Lei's micro-letter public number, in an article in Lei's signature explaining why he did the tablet, Millet chose the Android system, making part of the Android app work directly, choosing the NVIDIA Tegra K1 processor, a similar architecture that makes PC games easy to transplant.

In quantitative terms, the number of applications supported by the Millet flat is more than 3,000, but many of them still rely on the application itself for "direct use", especially for those not labeled HD applications, which are still mobile versions. The PC transplant game has not seen the actual results, this is different from the original Lei commitment.

Developers have told Tencent that the Android tablet market is too heavy and often out of proportion to input and output. In particular, the Millet tablet uses the same 4:3-screen aspect ratio as Apple's ipad, which is different from the average Android tablet's 16:9, so it needs to increase the amount of work needed to achieve perfect fitness.

As for the porting of PC games, a PC game developer says that the X86 processor and the ARM processor are very different, and that porting is no more than a new development, and that PC games are not manipulated in the same ways as the tablet, and simply copying the transplant is worthless.

Lei has attributed the success of the millet handset to the "Hardware + Software + network Services" three omnipotent, but apparently on the tablet, Millet failed to continue such success, this may be with the millet tablet too hasty related. Millet mobile phone Before the release, MIUI has been continuously updated 52 weeks, suitable for dozens of mobile phones, the global accumulation of 500,000 users. and MIUI for Pad, only suitable for the Google Nexus 7 second-generation and millet flat two products, has not been mobile phone version of the MIUI as long as the grinding and popularity of the accumulation process.

According to Tencent technology from a number of third-party research institutions to understand the data show that the sales of millet tablets in the Android tablet brand general performance. By the end of September, Millet flat total shipments of about 550,000 units, the majority of its products through the official website channel shipments, millet sales volume outside the official sale of about 90,000 units.

IDC reports that the third quarter of Samsung Tablet PC shipments of 9.9 million units, Asus, Lenovo shipped 3.5 million units and 3 million units, which means that millet to try to subvert the tablet market is more remote. At present, millet flat and millet router and TV products, such as the millet methodology has not "omnipotent" a typical case.

It's hard to build an ecological chain on one's own

Lei in that piece of memory why do the tablet (always have to be planted tree first), said, "at least in the early stage of the millet plate, transplant ecological chain is the core of the whole work." The specific mode of operation is to choose the Android operating system, the NVIDIA Tegra K1 processor platform and the ipad mini Retina version of the screen, which has only one purpose, that is, quickly put more applications into the millet flat.

Despite a sense of mission, Lei's vision never seemed to be realized. Canalys analyst Bishoga told Tencent Technology, because the mobile phone and tablet app screen, resolution and aspect ratio are not the same, direct transplant has a bit of rote feeling, many user experience details are not well optimized.

Tencent scientific and technological observation found that at present in the application of the Millet flat application shop, the real exclusive or specialized adaptation of a handful of applications. A netizen in the official forum of Millet listed the perfect fit application of the list, the number of only 330.

Lei has said in the above article, the handset is has the distinct basic function the equipment, has the telephone, sends the text message these two functions, the handset can sell. But flat as a "heavy content consumption type" equipment, it actually does not have some kind of own hard demand anchor core function, tablet all function relies on the content of the ecological chain, service supply support. A tablet that doesn't have enough apps and games to support is no worse than a slab of bricks.

This may explain the general reasons for the Millet flat, the unique resolution so that the millet tablet and mainstream Android flat out of place, although Millet tried to become a pioneer, but apparently in the fragmented Android world, Millet has failed to find a solution to the problem of ecological chain.

In addition, millet flat not like the millet phone to find a suitable price range to cut, in the Android tablet, the real grasp of this market a large share of the white card manufacturers (cottage manufacturers), its advantage is to meet the market demand for low-cost flat, these products are generally lower prices than thousand yuan.

and Lenovo Asus and other PC manufacturers by virtue of channel advantage often can contact consumers first, after the success of the millet handset, these manufacturers did not give millet enough opportunities in the tablet market, and the iOS camp's ipad product prices are not high, which makes the lack of application of the Millet tablet is not very attractive, This also caused the millet flat sales.

Millet mode goes down the altar again

According to Tencent technology from a number of third-party research institutions to understand the data, as at the end of September, Millet flat total shipments of about 550,000 units, millet is difficult to replicate in the tablet market "subversion" myth. In the third quarter, Apple, Samsung, Lenovo and other brands of tablet computer sales in the size of millions of units.

Bishoga said that at present, millet in the entire terminal product line has a layout, but only the phone is its real carefully polished products, and the other a little bit blindly follow up the ingredients. Lei want to achieve is to extend the entire MIUI system to more screen area, but has not been able to achieve a degree of refinement.

Has the industry analysis, Millet Intelligent terminal product propulsion strategy has been very similar-matching the most promotional selling points of components, with MIUI as the core of software, through their own or investment business to supplement the previous content, and finally through the release of the highly inflammatory speech to do publicity.

In a sense, the "Transplant PC game" and other commitments and the original "Millet mobile phone play games comparable to game consoles" or "moving ring headphones" is the same. Fortunately, a millet internal staff to Tencent technology, "the tablet market has been Apple proved that there is strong demand, so millet will follow up", and for such a product evolution, the current millet is the only way to continue to hit the money on the flat.

In the long product category of millet, in addition to mobile phones and mobile power, tablets, routers, and television has not become a product of the explosion. Objectively speaking, as a newcomer, millet in the above several market achievements are still commendable, but involved in the excessive myth of the brand image, failed to rush to the forefront is regarded as failure.

A tablet shipments of several times the number of millet in Shenzhen white Plate company executives to Tencent Science and technology, the results of the millet mobile phone from the good and the good, the methodology and way of thinking is far from the outside world to imagine so important. It would have been better if Millet had been able to do the service and experience as well as in the mobile market, rather than rushing to launch hardware products, "because consumers always vote with their feet." ”