Security smart terminal market development

In recent years, China has achieved positive results in improving the mobile terminal industry chain, supporting core skills research and development, standard formulation, and brand cultivation. In 2014, the domestic brand smartphone market share reached 78.3%. Millet, Huawei, Lenovo and other brands of smart phones have entered the global market, and even appear to be in short supply.

At present, smart terminal APP security application areas mainly include smart home, video surveillance, and access control, etc. Users are mainly concentrated in the two non-specialist markets such as industrial and commercial enterprises and civilians, such as small and medium-sized enterprises, shop owners, and households. Users can browse home or shop terminal camera images in real time with the aid of smart terminals. They can also remotely control, store videos, capture images, and quickly and easily grasp the dynamics of the area of ​​interest so that they can respond in a timely manner. According to analysis by industry insiders, it is possible to penetrate into and cover more industries or users in the future. Especially with the continuous development of mobile Internet technologies, the application prospects of intelligent terminal APP security will be very optimistic.

First, security smart terminal market development background

( A) Social Background of the Development of Security Terminal Market

In recent years, under the strong support of national policies, safe cities, safe communities, smart cities and other projects have been promoted throughout the country, and the concept of national security has been formed. This laid a solid foundation for the rapid expansion of the home security market.

( B) The technical background of the development of security intelligent terminal market

The emergence of 3G, 4G and even 5G networks has also provided certain technical support for the development of the security home market. Advances in network technology have broken through the bottleneck of wireless bandwidth, with bandwidths of up to 2 megahertz and Internet speeds of 3.1 megabits per second. When users use, they can quickly receive images, music, videos, and other forms of information. They can also view real-time dynamic images through mobile phones or mobile terminals. Users are very convenient to use. In daily applications, when no one in the house steals, the system's signal can be transmitted to the cell monitoring center in a timely and automatic manner. At the same time, the user can be notified by mobile short message, e-mail or telephone to facilitate the user to take corresponding measures in time.

(III) Application Background of Security Terminal Market Development

The reduction in input costs also provides opportunities for the development of the home security industry. In recent years, under the joint efforts of professional manufacturers and operators, network tariffs have been continuously lowered, and input costs for mobile video communications are getting lower and lower. The cost-reduced mobile video communication just caters to the demands of the home monitoring market and lays a solid foundation for the popularization and application of related products.

At present, the household monitoring market is prosperous and security products have played an important role in protecting family safety and crime prevention. The home security market has huge potential demand. After a period of development, this market will grow into a major sales market for video surveillance products, like Europe and the United States.

Second, security intelligent terminal market competition

Operators, security vendors, and platform providers are the distribution of major companies in the current smart terminal market. The so-called industrial chain is simply a business model in which several complementary companies unite to provide services to customers. As far as smart terminal APP security applications are concerned, the industrial chain consists of third parties such as hardware manufacturers, software providers, operators, platform providers, home plazas, businesses, and buildings. These members work in close cooperation and have complementary advantages, forming a chain of benefits sharing and risk sharing. At present, the industrial chain model of smart terminal APP security application can be summarized into the following three categories:

( I) Operator-led industrial chain model

In recent years, the rapid development of China's security surveillance market has attracted China Telecom, China Unicom, China Mobile and other communications companies to enter. The three major telecom operators have basically launched mobile video surveillance services based on their respective standards by integrating their value-added services with the security industry. In recent years, as cloud computing technology continues to mature, commercialization penetrates, and applications are gradually increasing, telecommunications and broadband operators are gradually increasing their investment in smart cities and other areas, and are trying to establish a unified cloud computing platform to launch security. A series of business. In addition, operators also assume the role of providing bandwidth support for smart terminal APP security applications. At the same time, some security companies will also choose to cooperate with them by registering smart terminals and Apple terminals through the leasing of operators' server platforms. Go to the PTZ server and use its network platform and server platform.” In this way, a complementary and cooperative win-win situation will emerge. There are also some manufacturers of smart home appliances that will cooperate with Telecom and China Unicom to bind sales methods, that is, to sell mobile phones and bind home security.

( B) security industry-led industrial chain model

It is understood that at present, most security application software is independently developed by security vendors, such as access control, video surveillance software, and then uploaded to the platform provider for the majority of users to download. In this development model, security vendors play a protagonist. However, due to the differences in consumption habits and consumption concepts of domestic users and foreign users, most of them are accustomed to using free software. Once paid software is launched, competitors will inevitably launch free software, which will affect their market coverage and user usage. In order to comply with this trend of market development, most security vendors currently provide free-to-use smart terminal software. Users do not need to pay for downloading, and the only source of expenses may be traffic charges. From the current market development status, simply relying on providing security application software has little or no profit.

In this industry chain model, security vendors are not only developers of security application software, but also smart terminal product producers. In the future, if we want to establish a long-term foothold in the smart terminal APP security market, we must continue to exert its own advantages and market segments to provide users with personalized products or services.

In this industry chain model, the operator not only serves as a provider of intelligent terminal APP security applications, but also provides APP security services directly to users, and it also provides network service providers for data transmission and server platforms. At this stage, how operators rely on their own customer resources and network resources to vigorously promote the application of smart terminal APP security protection, is the key operator to maintain the application of intelligent terminal APP security initiative.

( 3) The industry chain model dominated by the platform provider

APP security application platform providers generally refer to Apple Appstore, Android market, etc. As far as the current development is concerned, they are more likely to play "support roles". The main profit point is to charge platform management and maintenance costs. In addition to the above platform providers, some security vendors will provide their own service platforms, such as network video surveillance service platforms, to play the role of a platform provider. Through cooperation with operators and agents, it establishes a relatively fixed profit distribution system with operators. Regardless of the mode of cooperation, based on video services, the platform provider assumes the role of supporting platform and occupies an indispensable dominant position. In the future, through integration with networked alarms, industry application platforms, etc., there will be great potential for development and profitability.

Behind the continuous development of the industry, operators, security companies, platform providers and other forces are playing against each other. All parties hope to establish their leading position in the early stage of market development and thus occupy the commanding heights of future development. So how can we get a "one share" in the smart terminal APP security application market? It is worth thinking and discussing.

Third, security smart terminal market opportunities

The smart terminal market presents three major characteristics: a broad market, rapid development, and intense competition.

The intelligent terminal industry chain is a huge industrial chain. The operating system and application platform providers that benefit the most from the entire industry chain are the organizers of the industry chain. However, terminal providers and telecom operators themselves have the ability to make users sticky and extend their capabilities to the upstream and downstream of the industry chain. Therefore, the business model of the intelligent terminal industry chain is very complicated, and each participant is constantly interpenetrating and cyclically evolving. Terminal manufacturers have various possible success paths.

Fundamentally, the competition in the intelligent terminal industry chain is the competition between the number of users and the added value of products. Regardless of terminal equipment vendors, telecom operators, operating system vendors, application platform vendors, or software application providers, obtaining a sufficient number of users is a prerequisite for success. After getting users of scale, how to play a more important role in the industry chain and make its products or services generate higher added value is the key to continued success.

For terminal equipment vendors, how to position themselves, how to quickly expand sales, how to use terminal resources directly to customers, how to extend to the operating system and application platform is an important issue for each vendor. There are four issues that need to be concerned about the feasibility of developing a development path: the relationship with the operator, the operating system used, how the brand is formed, and how to position itself.

Since the most valuable part of the entire intelligent terminal industrial chain is not the terminal hardware supply, but the application platforms and operating system platforms, terminal manufacturers must be clear about the following issues: How to form a brand in a certain quantity; how to get rid of the role of one's own hardware manufacturer after the brand popularity reaches a certain height; how to represent one's own difference when using other people's operating system, how to organize one's own “AppStore”, and whether It is necessary to develop your own operating system.

Fourth, summary

With the open development of China's mobile Internet, the mobile terminal industry is merging and interacting with information consumption, big data industry, etc. The trend is intelligent and networkized, and it is entering an opportunity period of rapid development and transformation and upgrading. In the future, combined with the broadband China strategy, the Ministry of Industry and Information Technology will adopt four major measures to promote the development of the mobile intelligent terminal industry: First, to strengthen the research and development and support of mobile smart terminals to enhance the company's core competitiveness; Second, to strengthen the construction of the industrial chain and build a perfect mobile intelligent terminal. Industrial ecology system; thirdly, fostering key enterprises to drive the industrial chain to make common progress; fourthly, guide intelligent terminals and information services, intelligent manufacturing, cloud computing, big data, etc. to be closely integrated, and rely on each other to develop. It is believed that under the guidance of national policies and driven by relevant industries, the security terminal market will also enter a period of rapid growth.