Voice of the new mobile Internet era

Since 2007, Apple began selling the first iPhone and Google launched Android system so far, a new generation of smart phones quickly experienced from the start, popularity to take off the course. As of 2013, smartphones have basically completed the process of replacing feature phones in the Chinese market and become part of the lifestyle. In other words, it's a good idea to say that smartphones nowadays have become "daily necessities."

However, as smartphones enter the "commoditized" phase, product homogeneity has become more severe. Starting from the "multi-core battle" in 2012, after two years of hardware arms race, mobile phones now have a hard time pulling away from the competition with hardware. On the one hand, the hardware parameters of smartphones are gradually being diluted, and on the other hand, the pursuit of hardware parameters by consumers is becoming more rational. More and more users are beginning to stop blindly following the seemingly unpredictable, "unknown," performance data, instead focusing on the actual experience that a handset can deliver.

No revolutionary evolution in the era of mobile phone form, Android camp to enhance the user experience, the task can only fall on the phone ROM shoulder. To some extent, ROM means nothing less than hardware for an Android smartphone. If the phone analogy into the human body, ROM is the brain, the hardware is the bones and muscles, only the brain can determine the most distinctive part of people. It can be said that ROM is more important than the value of mobile phone hardware support. In the era of mobile Internet, the positioning of a mobile phone manufacturer should no longer be a pure hardware manufacturer, but an integrated service provider so as to realize the integration of hardware and software of "mobile phone as a service, service as a mobile phone". Of course, in order to achieve this goal, we must have a system platform integrated with services and content that meet the needs of users. This is why some of the emerging mobile phone brands recently established the "ROM First" route at the beginning of their establishment.

As a platform to carry cell phone functions and communicate with consumers, ROM is the most intuitive embodiment of cell phone usability. ROM manufacturers for the development of a rough room like the decoration, it is necessary to reflect the user's taste, but also take into account the functional and practical. The same room, different decoration style will give users a different feeling. In order to pursue the effect of "Hao Zhuang", a variety of complicated "fever-class" mobile phones came into being, but "more functions" have proved not to be "better experiences", on the contrary, they have become An insurmountable barrier between users. A large number of preinstalled APPs that can not be uninstalled cause frequent cell phone stuttering, crashes, and ultimately only become a "zombie" application lying on the phone. As mobile phones increasingly become the working and living companions that people rely heavily on today, complicated, unwieldy and dishonest system experiences create fetters and burdens that can swallow users' time and energy virtually.

The culture of mobile fever has a very significant marginal effect, the beginning of the rise can promote product loyalty and development efficiency, to a certain extent the reaction of fever will highlight, if still blindly respected fever, geek label, the pursuit of function caused by the whole , Making the original ROM to enhance the user experience into a complicated grocery store, but will encounter user conflicts.

With the rapid development of the mobile Internet, smartphones have turned from high-tech products in the hands of a few feverish users to daily needs of the general public, and it has also come to the time of fever. A good ROM platform should present the user with one of the easiest to use interactive spaces, making it easy for even the first-time users of smartphones, or for controlling the handsets without having to dig in for three feet Convenience functions. In fact, most users need only an easy-to-use ROM. The simple "addition" is mostly a user's cumbersome and burdensome, so, ROM to do is to remove the user from the cumbersome and useless functions, to remove unnecessary cumbersome users.

Therefore, when facing the game of "addition" and "subtraction", it is a good choice to choose "subtraction" and simplify everything. User is the product user, so simple and practical is the best experience. Whether it is Apple or Google, they follow the principle of simplification in the iteration of the OS, and continuously reduce the number of steps the user has to achieve a certain goal, making the system more humane. In fact, the best product design principle is only one - Don't Make Me Think.

Domestic mobile phone brands in the road to simplification, there are some pioneers. ROM first IUNI will "simplify" principle to do the IUNI OS blood. From the UI design to the functional modules are simple and easy to use features, retaining only the core of the system features, give up seemingly cool but not practical system modules, optimize ROM performance and enhance the user experience. Of course, these system architecture simplifications may not be obvious, but IUNI in the attitude of third-party Apps, it is to maximize the simplicity - using a true zero pre-installed, ROM itself is not Pre-installed any third-party Apps, completely the right to choose returned to the user. If other brands also want to "simplify" to enhance the user experience, IUNI OS some reference to the textbook.

The popularity of smart phones, designed to allow more people to enjoy the convenience of mobile Internet, ROM system is also simple to achieve this goal. Science and technology fever culture may initially win some of the hearts of geeks, but when the product began to become popular and daily, eventually need to return to the origin. Redundancy of the root, to simplify the use of the phone to minimize the threshold, giving users a pure ROM should be the trend.

Cary Gibran said: Do not go too far, and forget why the departure. In the new era of mobile Internet, to provide users with the best choice, is not it all mobile phone manufacturers, "the first goal?"