The recent heavy news in the wearable market is that Jawbone, a wearable bracelet giant, has entered the bankruptcy liquidation process. This is another victim of the smart wearable device market following the collapse of Pebble, the originator of smart watches last year. Compared to Pebble, which was acquired by Fitbit, this time Jawbone didn't even have a reputed disker.
Can wear not work? Not. At the time of Jawbone's bankruptcy liquidation, the market for sports digital equipment is still alive: For example, Garmin, a leader in GPS watches, had a record annual revenue of 3 billion U.S. dollars in 2016, with a record of bone conduction. The AfterShokz voice renowned in the industry beat many headsets at this year's 618th shopping carnival and successfully won the third-party sales of third-party flagship stores. It was also considered by the industry as the development of bone conduction headphones. A historic victory.
The difference between Jawbone, Garmin, and AfterShokz is not that there is no betting on the tuyere - in fact, the outlet for sports and health digital equipment is always there. The real difference between the two lies in the fact that one is using concept brutal growth, while Garmin and Aftershokz, like Garmin and AfterShokz, have their own core technologies and have been operating finely. So when the tide fades, the streaking is also the prototype.
For example, Garmin, Apple Watch's launch not only did not threaten its status, but let more people understand this brand started with GPS. Comparing Apple Watch requires one day, Garmin products can even be charged in half a month, and real sports users will naturally vote with their feet.
The same is true of AfterShokz vocal bone conduction headphones. Although Beats, Sony, and Apple are all aggressively entering the market, AfterShokz continues to grow at a faster rate than competitors, naturally because of the irreplaceable experience: direct sound through unique bone conduction. Pass through the sacrum to the auditory nerve without passing through the tympanic membrane and without passing through the ear canal. Therefore, AfterShokz's bone conduction headset allows users to listen to the music while still maintaining the connection and alertness to the external environment, not because the ears are blocked, can not hear the outside world and the danger.
This is actually just the need of the sports crowd, and there is no other device to replace - unlike heart rate monitoring. In fact, people with sports watches probably don't think of using headphones to test their heart rate. So the heart rate of the headphones is probably the only thing that looks beautiful. If sports headphones are no different from traditional earphones in the most basic “listening†experience, it’s hard to convince anyone “how they differ from traditional earphonesâ€.
Of course, many sports headphones are doing the same thing now, after all, this is the strongest demand of users. But this natural path without bone conduction can only be simulated by electronic means: picking up the surrounding signals through the microphone and adding them to the headphones after enlargement, in order to allow the user to “hear†the surrounding ambient sound, not only the power consumption but also the experience The difference between heaven and earth can only be considered an expedient measure. The real solution is bone conduction.
So, looking back at AfterShokz's voice, their outstanding performance at the 618 shopping carnival is also very convincing. And we have reason to believe that this is only the beginning. In the second half of the year, they will also be able to produce a better transcript.
In short, the fall of Jawbone does not mean that there is something wrong with this industry. On the contrary, those companies that remain healthy after the tides have faded will be the real backbone of the industry in the future. After all, in fact, the needs of users are always there, and they are getting stronger and stronger.
Reprint Source: Consumer Daily
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