In the future living room, do you choose TV or projection?
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Since March, the projection industry has shown a thriving scene: The Nuts Smart Cinema announced the completion of a 600 million C round of financing, and Miji launched a new generation of flagship machines. Cool Music also launched a new round of home projector S1+S2+ for a round. Promotion, compared with these micro-investment brands, veterans in the 3C field and traditional projection brands are not to be outdone. At the CES in January, Lenovo introduced a mini PC with built-in projection. In February's MWC, ZTE released the smart projection Spro Plus. In April, Haier Xiao Shuai will also launch a new generation of products. Sony demonstrated the concept projector at SXSW, which can convert any plane into an optical touch screen.
Behind this scene of prosperity is the confidence of everyone in the future of smart projection. As the fourth screen of entertainment beyond television, computers and mobile phones, the miniature projector will nurture the market to a certain extent with the unique advantages of its portable large screen. Will have the opportunity to become a new hardware platform, even playing the same ecological chain as LeTV, hardware and content together to form a closed loop, multi-party continue to create value. But want to occupy the living room market, first of all need more mature products and markets.
Smart micro investment requires more mature products
Products are always the top priority for corporate profits. From the basic hardware improvements, software optimization, interaction design, and the filling of content resources, the micro investment industry still has a long way to go.
In terms of brightness, micro-projections using LED light sources of the DLP scheme are currently widely used. Although the brightness problem has been solved to a certain extent, it still has a gap with the traditional projection. At present, as far as the author knows, the universal brightness of micro-projection is still 200-500 ANSI lumens. Only a handful of micro-injection products can exceed 500 ANSI lumens, there will still be "evening effect is excellent, the daytime effect is generally" problem, but there are news that Cool LeTV will launch a thousand lumens in the micro-cast in April, the author is very It is expectation.
In terms of picture quality, subject to the strict price control of upstream technology vendors, the current home market uses mainly 0.45-inch, 0.47-inch display chips, which can also achieve a resolution display of 1280×720/1920×1080 to meet daily needs. However, micro-throwers want to get a mainstream 2K or 4K display of mainstream TV. The price is not affordable for ordinary users. It can be determined that 1080P may be the end point of the micro projection. Apart from the price factor, resources and broadband will also be the key to stop the resolution of the micro projector. In addition, the light machines, lenses, and color grading technologies used by different manufacturers will also greatly affect the image quality.
Micro shots occupy the living room, difficult to achieve in the short term
From the perspective of communication science, although the micro-investment industry has developed for 10 years, it has only begun to increase significantly in the past two years. It still belongs to the earliest stages of the development of the industry, and the market still needs to be nurtured. Although the micro-investment market has begun to show a gratifying growth rate, it is clearly a drop-in relative to the more mature television industry.
In the living room scene of recent decades, only two items are the most important, one is a sofa or a stool, and the other is a television. From the family's point of view, smart TVs and even traditional TVs are still home entertainment centers. They coordinate content and service resources and connect with family members. Micro-investment is not replaceable and cannot be shaken for a short time. This is because:
One: Intrinsic impression of the living room/decorative attributes of TVs. Nowadays, many young people spend more time on mobile phones, tablets, and computers than TVs. But still think that a living room needs a TV. To buy a TV is to buy a TV. Psychological needs are greater than actual needs.
Secondly, the replacement cycle is slow, televisions are generally damaged, new homes are built or the demand for improvement is large. Changes will only be considered, and they will be less affected by marketing stimuli. What's more, the micro-investment industry has not reached a known level of marketing promotion. Many people's understanding of the projector still stays in the traditional projection, and micro-casting is not good enough to convince users to throw away the existing TV at home and buy new touch micro-projections.
Three: The living room faces the entire family. At present, the elderly, children, and middle-aged women are the main users of the living room scene. What they need is a simple interface, easy-to-operate remote control and long-term audio-visual enjoyment, rather than the tedious application of APP. However, the micro-projectors with smart systems are obviously "complex" at present, and are not the core needs of current home users.
Can't replace TV in the short term, and it will be a home theater for ordinary theaters and ordinary people.
The opportunity for projection into individuals or families, in addition to their own technological advancement, stems mainly from the diversified needs of consumers, which is the part of the current glass-panel TVs that cannot be achieved and the users demand for large screens, and the micro-projection can just as well be Balancing screen size and price, we analyze the future of smart projection from this aspect.
The development history of display devices is a history of small screens. We can conclude that we have a larger screen. This is a difficult part of the current LCD/LED glass screens. They cannot be carried around with them. The 50-inch screen, while the 100-inch screen is already astronomical for these glass screens is also the limit.
But the portable and larger screen is exactly the advantage of the projection technology. Since there is demand, the original TV industry can not meet this demand. This is the two opportunities that the projection technology faces: portable personal TV and ordinary people's home theater. This kind of demand is also called “supplemental scene requirementâ€. The so-called supplementary scene requirement is: Intelligent micro-investment is based on its unique advantages: ease of use, portability, application environment, etc. It can be both mobile and large-screen and easier to implement. Multi-scene switching use: living room, bedroom, study, office, outdoor, travel, etc. Although smart micro-projections are known as “non-screen TVsâ€, I believe that non-screens and screens are not the opposites. They can coexist with each other. Televisions continue to meet daily needs, and smart micro-projections meet other scenarios. Big screen demand.
For ordinary people and not Tyrant's home theater, the price is a key factor, to be used by ordinary people. The installation is simple and the operation is easy. It is best to use it out of the box, just like instant noodles in the field of home theater. Of course, the basic effect is also the key. The screen should be able to reach more than 70 inches, and the brightness and contrast should be acceptable. For the products in the above two scenarios, we must do our own internal content, no external supply, as long as the network, everything, like a smart TV control experience.
to sum up:
In the short term, miniature projections are difficult to fight against the front of television, but if it is a "supplementary demand," it will be a good move. The author firmly believes that in the not-too-distant future of micro-investment, it will face a battle with TVs. After all, the portable and large-screen features of micro-projects are also in line with development needs. But in the future, in the future, we are living in the moment, as consumers choose how to choose good products in uneven micro investment products.
The author proposes to choose the qualified big brand as far as possible. Of domestic domestic brands, benq, coolux, and telestar were the first brands to focus on smart pico projector products. After 2013, Haier, Miji, Lenovo, Zeco, Huole, More than 50 new brands such as ZTE, Shanshui, and Divine Painting have been added one after another. Recently, Cool Music Vision is launching an enthusiast-class home projector with a "full-color high-definition highlight" and a 1.3x zoom lens: Cool Music regards the S1+/S2+, so you may wish to pay attention.