Android game machine this thing, Xiaomi has not given up

A few days ago, Xiaomi silently updated the long-established millet box product line and announced that the new product of Xiaomi Box 3 Plus will be officially launched on March 18. Compared to last month's large momentum when Xiaomi made five rounds, the enhanced version of Xiaomi Box 3 has a little scary publicity: no Lei Jun’s impassioned speeches nor overwhelming analysis articles, only the millet TV and Xiaomi box official micro A few posters were forwarded, and they rushed for money. And there seems to be nothing new in the content of the promotion. It is still based on the mass content of genuine + syndicated content, with the emphasis on the simplicity and ease of use of the MIUI TV version... It all makes people think that the enhanced version of the Millet Box 3 is just a routine. The product line update action, but this is the truth of the matter?


In the poster picture, we noticed such a "disharmonious" factor of the fan: to know that almost all the set-top boxes using Linux and Android have only used the metal heat sink instead of the cooling fan. The reason is very simple. On the one hand, stream decoding in the traditional sense and running ordinary applications do not require too much system resources, so even CPUs with higher power consumption will do down-clock processing; of course, the real reason is another. Aspect: In the industry where the set-top box cost of each pen is relatively high, in line with the principle of saving provinces, the configuration of the fan, which is not expensive, will always fall into the neglected category...


Although Xiaomi claimed that "eternal pursuit of the ultimate user experience", but also to follow the law of business, should not spend money will not be squandering, since the money must be to obtain the corresponding benefits, from this perspective, the ambition of the millet It will gradually emerge: no matter what the hardware platform, the game application is always the most resourceful, so instead of this product is called millet box 3 enhanced version, it is better to directly change the name to the millet box game version is more intuitive - abandon the commonly used The Amlogic platform uses the MTK8693 of the A72+A53. Changing the passive cooling to the active cooling is all about maximizing the performance. Of course, it also has to pay more expensive BOM. The question is, is it really worth it? After all, from the earliest OUYA to the nearest MiniStation failed to gain true recognition in the Android game console market. Even the industry has started to question whether the “Android game machine” is a false proposition. Why didn’t Xiaomi have to stop betting? What about?



In the home entertainment market, the cake is scary and the two most popular tastes are videos and games. The vast market and huge profit space make them inevitable targets for manufacturers. Compared with the huge copyright and bandwidth resources required by the video industry, it seems that there are numerous game companies and rich content, coupled with a very good post-paid outlook on mobile phones. For a time, many manufacturers are optimistic that video games can become the next similar hand. The blue sea of ​​the platform for travel, to make a platform to integrate various contents and then mark a high price of feelings or close to the cost of affectionate prices and wait for the money to receive the dream of Huang Hao, but unfortunately it goes against the wishes, the following links do not give force to make Android games The machine has become a "crater" for manufacturers and capital:


First of all, platform vendors are not fully aware of the difficulty of content integration. In the initial evaluation of the Android game console's content resources, I believe that all product managers' self-confidence are optimistic to burst: the domestic mobile game industry is thriving, pick a few ARPPU high to take it easy to adapt to the application store Send it to waiting to earn money... However, the real situation is this: Due to the hardware gap between the mobile phone platform and the TV/Set-Top Box platform and the resolution problem, the adaptation is far more difficult than the estimate, any game content vendor It is impossible to learn Lei Feng's free services in the face of uncertain market. However, these game machine manufacturers may not enter the matching fees into the budget when planning the project... In this way, the content of the game has been hit first by the number of people. fold.


Second, the value of the game is not high, and the user's stickiness is limited. For “What kind of game is good in the end”, it has long been the problem of host computer gamers and mobile gamers tearing up every year, but this old cliché has always been a chicken and duck talk, and the two sides are not on a single channel at all. Because the mainframe manufacturers make money by selling game software, they need to have a good user reputation, so they have to think hard to make the game a good "play". The car-ball game stimulates the realistic sound of the game to be three-piece. Explains this problem; For mobile game makers, most of the games are downloaded free of charge, relying on users to make profits after making viscous post-paid games, so they must rack their brains to make the game "earn". Recreational card games are just the right way to buy props for survival. When the mobile game is adapted to the game console, of course, it's silly to see where a user has nothing to do with a handle or a remote controller to play chess on the TV. Casual game? Easy to operate on the phone (as well as pay faster ...) more comfortable!



The last and most central point is that these Android game consoles cannot be sold at all. There is no opportunity for manufacturers to recover costs. How about profitability? Nowadays, it is not time for a good wine to be afraid of a deep alley, but the true emperor's daughter is also married. Without a reasonable marketing plan, it is really difficult to make a product society that exceeds supply. The best example of this is OUYA. The two figures can describe the popularity and concern that OUYA had once gained: After acquiring nearly 9 million U.S. dollars in funds from KickStarter, they have also obtained a million U.S. dollars in investment from Alibaba, but even these Finally, investment did not save OUYA's tragic end-result: the extremely limited users brought about a poor purchase of the game, making OUYA an inevitable destination for winding-up early. Of course, OUYA is just a wave of Android games. Shooting before the waves on the beach. When the pioneer became a martyrs, it is worth noting that those so-called “latecomers” did not have a good end, even if they had already enjoyed the eyeball bonus brought by OUYA: at the press conference, they vowed to start a family. T2, Tron, and the big chiefs in the new era of entertainment. Don't you know about these Baidu? What are these ghosts?



It stands to reason that advocating "adhere to the trend" of the millet should not see the tombstone that has been spread all over the beach. At this time, there are only two reasons for the video game market. First, the taste of this cake is too tempting. Second, perhaps Xiaomi thinks that he can still come out with a possible success. As for the first point, it seems undoubtedly that no matter whether it is the mobile's good performance in the mobile terminal or the page tour, it can't be ignored. The former (money) scene. However, for Xiaomi's belief that he “has the opportunity”, it should be based on the self-confidence provided by the following advantages.


First, brand awareness and a large user base have determined that Xiaomi does not need to invest too much effort in finding target users and marketing. In the past, some products that were interested in video games died on the beach. A large part of the reason was that they were caught in the quagmire of marketing. After all, it was difficult to open up a brand new market with brand new brands. This problem is in the millet. It will be a lot easier. For one thing, in recent years, although Xiaomi has already expanded his target customer base more than his previous “For Fever,” young people are still an important part of it. This group has already been targeted by various forms of game circles. user. Second, in addition to this part of the user base, Xiaomi can rely on the mass of users circled by MIUI (millet brand mobile phone/user self-brushing) to actively launch ads to test conversion rates. At the 2016 annual meeting of Xiaomi, the head of MIUI, Hong Feng, had announced that MIUI had activated more than 170 million users. Therefore, Xiaomi could first conduct TV game marketing for these users in MIUI's own ecosystem in order to observe feedback from users. Finding the real user of a video game is very good.


Second, the stock of millet TV and millet box terminals is enough for trial and error, without having to pay hardware costs. "Mobile games can easily be transplanted to TVs/boxes and there will be good recharging benefits as well." This is a very irrational argument in the previous video game circle (which may also be just a good wish). It is in this In an unrealistic enthusiasm, many domestic Android game boxes rushed to the battlefield with a pile of game content that could be referred to as rubbish. Compared with other friends and traders who need to develop new products to try and mistake in the market, millet's tens of millions of terminals (according to industry estimates should be 200 million TV + 8 million boxes) have become the basis for high efficiency and low cost trial and error. From the perspective of some game content provided by millet TVs and boxes, although there are relatively high requirements in user experience such as interaction, due to the lack of content in the industry due to the ecology, these “spam” items are still actually put on the line. After a period of operation, from the download amount, it can be found that these games are not popular with users at all. Now these so-called ruo leisure games have disappeared from the Xiaomi game store, and so far, including Xiaomi’s The entire industry has finally been able to get a unified and verified (blood and tears) conclusion: light games such as leisure cannot work in the Android TV game ecology. The next trial and error should also revolve around traditional video game three-piece “guns. "Car, car, ball" is the right way.


Third, the game ecology that Xiaomi has built on mobile phones is “hopeful” to develop in concert with video games. Although this is not a victory, it is better than nothing. Lei Jun is notorious for his "next big game". Therefore, not only does this member of the millennium mutual entertainment as a game content cooperate with MIUI, but also externally with Xishanju (although Xishanju is really counted as external What...?) Co-invested in Simi Games as a producer of content for the video game ecology. Although the two companies are not comparable in the industry to the size of game publishing or R&D giants such as unicorn dogs and perfect games, “controlled” has become a viable solution to the lack of video game content. As we have seen, although the content of the millet video game is slow, it is effectively improving: Whether it is a sago landlord designed for television or transplanted from a mobile phone/pad screen, the explosive and arrogant eagle At least in terms of quality, the game that has been shoddy and used only for simple adaptation has been separated from several Chang'an Avenues. What the CPs are going to do within these Xiaomi is to continue to increase the number of games with reasonable frequency.


Of course, it is too naive to talk about China's marketplace full of whimsy and changeable market power from the perspective of paper strength. Following the rules of market development is the king; for Xiaomi, the video game market is even better. Fertilizer has been re-slaughtered instead of sharpening it today. The millet box 3 enhanced version of this product may be more understood as millet's ambition in the video game market rather than really want to make a huge investment in order to get a return as soon as possible, after all, before the diversification of the ecological content of the millet TV content has not yet been met, rely only on "Break" and "Pride of the Eagles" are two games that make no sense to profitability. If we think of an 11-month life cycle of Internet TV set-top boxes, we will continue to try or focus on video games at this time next year. There should be a clear definite conclusion, then there is still a lot of things that Xiaomi should do within a short period of one year, not only in terms of expansion of content, but also more important to think clearly about how to achieve a win-win situation with users. According to historical experience and lessons, products that rely on only a few initial products and no follow-up updates will be quickly discarded at the user end. It is believed that Xiaomi does not want to repeat the mistakes of the martyrs.


Products of Accessories LED Display, LED electronic display screen integrates microelectronics technology, computer technology, and information processing. It has the advantages of bright colors, wide dynamic range, high brightness, long life, stable and reliable work. LED displays are widely used in commercial media, cultural performance markets, stadiums, information dissemination, press releases, securities trading, etc., to meet the needs of different environments. which include Flat Cable, Signal Cable, Net Cable, Power Cable, Screws, Magnets etc.We Jongsun LED is specialized manufacturer from Shenzhen China, which focusing on the research and development, production, sales and engineering services of terminal LED Displays. We have the perfectly after-sales and 7x24hours technical support. Looking forward your cooperation!

Accessories Of Led Display

Accessories Of Led Display,Single Red Led Module,Red Led Display Module,Smd Indoor Led Display Module

Shenzhen Jongsun Electronic Technology Co., Ltd. , https://www.jongsunled.com