On July 24, the 2020 Smart Screen White Paper Conference was held in Beijing. The Smart Screen White Paper Working Group, which is composed of China Electronics Technology Standardization Institute (CETS), Huawei, Changhong, Midea, BOE and other institutions and enterprises, released the 2020 Smart Screen White Paper at the conference.
The white paper mainly describes the evolution and transformation of smart screens, basic capabilities and other basic concepts, outlines the new user experience brought by smart screen products and ecology, further puts forward ideas and suggestions for improving the construction of smart screen key standards and testing and certification system, and calls on all parties to open up and cooperate, strengthen collaborative innovation, and support the sustainable and healthy development of smart screen industry.
At the press conference, Fan Kefeng, director of the Digital Technology Research Center of China Electronics Technology Standardization Research Institute, representatives of Huawei, BOE and other enterprises made speeches, and carried out in-depth discussions around the innovative experience, industrial collaboration, standard formulation, etc. of smart screens. Ge Zetian, general manager of smart interaction of Huawei consumer BG IoT product line, said that smart screen is a concentrated representative of innovative technology and experience in the current television field. Relying on strong basic capabilities, it has achieved experience upgrading in areas such as audio-visual entertainment, human-computer interaction, device collaboration, and smart home control. Ge Zetian emphasized that "the release of the smart screen white paper marks the beginning of a new era of innovation and evolution of the TV industry."
An industrial transformation initiated by terminal manufacturers
Since the development of the television industry, it has experienced two forms of evolution as a whole: from the traditional TV with one-way reception function to the Internet TV that can play online audio-visual programs, and from Internet TV to the intelligent TV with operating system, application installation support, and multiple human-computer interaction modes.
The 2020 Smart Screen White Paper pointed out that smart screen is an innovative evolution form of smart TV and a smart interactive terminal for families driven by AI, IoT and other emerging technologies. On the basis of providing higher quality audio and video entertainment functions, the smart screen realizes multimodal natural interaction and loT smart home control and other functions through its powerful computing, perception and interconnection capabilities, bringing users a richer, intelligent and personalized experience, and building a smart hub for contemporary families.
Compared with the previous generation of smart TV, the smart screen has achieved more expansion in human-computer interaction, network services, terminal linkage and other functions, such as accurately identifying users' fitness actions through bone joint point tracking, and realizing millisecond level projection through distribution technology; At the experience level, thanks to smart chips, cameras, polar speakers and other components, smart screens have more powerful perception and "thinking" capabilities, bringing about a subversive human-computer relationship change from "people watching TV" to TV watching people all the time, from single audio and video output to multi scene natural interaction, leading the TV industry to officially enter the 3.0 era.
It is worth noting that the "smart screen" category was first proposed by Huawei in August 2019, followed by Skyworth TCL、 More than 20 brands such as Changhong, Konka, Glory and Haier have launched smart screen products, and the models of products on sale have reached a hundred, which has become a new highlight in the field of television consumption.
Unlike the previous upstream industrial chain technology innovation that drives downstream development, the birth of smart screen category and the 3.0 era of industrial upgrading are mainly driven by Huawei and other terminal manufacturers. There are two main reasons: First, after more than 60 years of development, China's television industry has become increasingly mature, and consumers' demand for products and experiences has also risen, relying only on the upstream industry in the screen The upgrading of hardware, such as speakers, is difficult to impress consumers, and the deep exploration of technology manufacturers in the field of information technology has brought greater imagination to the television industry.
On the other hand, with the rise of the concept of smart home, TV is no longer a single audio-visual entertainment device, and its upgrading path will also be to link the whole scene intelligent terminals from point to area, relying heavily on the close cooperation and linkage between various links of the industrial chain. In this regard, Huawei and other manufacturers have demonstrated strong ecological construction and resource integration capabilities. Relying on their own technology and brand potential, they will drive all parties in the industrial chain to win and create together, and constantly break through development bottlenecks.
It is understood that up to now, Huawei HiLink ecosystem has covered more than 100 categories, more than 600 brands, more than 1000 products, 150 million IoT connection devices, and more than 50 million users.
Define "eight capabilities" and "four innovative experiences" of smart screen for the first time
The 2020 Smart Screen White Paper points out that smart screen products need to have eight basic capabilities: media information presentation, media information processing, end side intelligence, multi-mode human-computer interaction, information and scene perception, network interconnection, equipment collaboration, security and privacy protection. This is the first time that the China Electronics Technology Standardization Institute has clearly defined the basic capabilities of smart screens, It will also become the guiding standard for the industry to distinguish smart screens from ordinary smart TVs.
The "eight capabilities" are defined around audio and image quality, intelligent interaction, interconnection and collaboration, and security. The media information presentation and processing capabilities refer to that smart screens can not only provide users with high-quality audio and video experiences such as ultra-high definition and wide color gamut, but also provide more personalized and adaptive media expression based on changes in users and the environment, At the same time, it has outstanding computing hardware and intelligent media algorithms to support the continuous upgrade of audio and video experience.
Specifically, the smart screen is equipped with high-performance screens, speakers and other hardware, and at the same time, the audio and image quality can be optimized through smart chips. For example, MEMC motion picture compensation technology can improve the frame rate of low quality film sources by "inserting frames", so as to improve picture smoothness and eliminate discomfort caused by motion blur effects. The unique "sound field modeling" function of Huawei's smart screen can detect the room structure through sound waves and establish a virtual space sound field model to automatically match the best sound effect scheme in the scene.
End side intelligence, multi-mode human-computer interaction, information and scene perception are the core capabilities that distinguish smart screens from ordinary smart TVs, including voice, vision, decision-making and other systematic end side AI capabilities, which support smart screens to be "able to listen, speak" and make appropriate action decisions independently. At the same time, the smart screen also needs to support multi device control such as remote control, mobile phone, keyboard, and more natural multi-mode human-computer interaction such as voice and gesture.
As the control center of contemporary smart homes, network interconnection and device collaboration have also become the necessary capabilities of smart screens. Whether it is through end cloud collaboration, experience online games, e-commerce shopping, video calls and other convenient services with cloud computing and big data, or maintain efficient full-time connection and operation control with smart home devices through Internet of Things protocols, Interconnection and collaboration are the basis for users to connect to the full scene smart life through smart screens. The last security and privacy protection capability will also protect users' information and property security in the above scenarios.
Based on the above basic capabilities, the smart screen creates a rich and innovative service experience for users from the four dimensions of extreme video, natural human-computer interaction, cross screen collaboration and IoT control. As Ge Zetian said at the press conference, Huawei is creating exclusive extreme experience in six aspects of painting, audio, video, listening, networking and cloud through chips, hardware, software, cloud services and full stack capabilities of the whole scene. In the field of audio and painting, Huawei has adopted the leading performance Honghu smart chip and integrated a variety of AI image quality algorithms; Relying on the self-developed cross screen interconnection capability, Huawei is the first in the industry to introduce a convenient experience of touch screen projection; On the cloud service side, Huawei's smart screen integrates four video platforms, namely, Huawei Video, Coomeow, Tencent and Mango, and enjoys massive content on one screen.
Up to now, Huawei is one of the few enterprises in China and even in the world that is capable of integrated design and production of smart screen product systems. With years of technology accumulation in the communications field, Huawei has not only made strong breakthroughs in independent chip and system research and development, continued to strengthen product function experience innovation, but also worked with the Fourth Institute of Electronics to promote the implementation of smart screen related standards, It shows a strong ability to transform achievements from technology to products and then to applications.
The coordination of the whole industry chain stimulates the "flywheel effect"
Due to the wide coverage of the television industry and the high difficulty of transformation, it is difficult for enterprises to make substantive breakthroughs in the field of smart screens by themselves, and even many small and medium-sized enterprises are facing multiple challenges such as technology shortage, ecological imperfection, and high trial and error costs. The 2020 Smart Screen White Paper pointed out that the consumption upgrade from large TV screens to smart screens requires all complete machine manufacturers to establish an industrial consensus, cooperate with the industrial supply chain, including panel, chip, module and other manufacturers to accelerate technological innovation and product iteration, and provide consumers with complete machine equipment with better performance, more functions and better experience.
At the same time, complete machine manufacturers need to build an open platform with AI algorithm, computing power, interaction awareness and network interconnection technology based on innovative hardware equipment, attract more developers of application ecology, help developers reduce development costs, develop more rich applications suitable for home scenarios, build a good smart screen application ecological environment, and aggregate massive applications, Continuously meet all kinds of smart life needs of consumers.
In the process of upgrading the TV industry chain, no enterprise's technology and resources can cover all fields, but when all ecological parties have the same goals and work together, it will produce greater efficiency and value, thus producing a "flywheel effect". As more enterprises empower each other, the number of enterprises willing to participate will also increase, thus creating a more potential ecological environment and products favored by consumers, which will drive the smart screen industry to the middle and high end of the value chain.
"We joined the TV industry with awe, and we are positioned as contributors to the industry by adhering to the attitude of using mobile phones to make large screens," said Ge Zetian. Huawei entered the smart screen market not to compete for share, but to provide innovative ideas, build an open platform, join hands with traditional household appliance manufacturers to rapidly transform, and launch a great revolution in the television industry.
In the process of joining hands in the transformation of the industrial chain, Huawei continues to deepen industrial collaboration, and constantly improves the brand value and product sales of its partners by opening up technology, ecology and channel capabilities in an all-round way. For example, in panel, module, chip and other fields, Huawei, based on its own technology accumulation in the field of audio and video, has continuously strengthened collaborative technological innovation with industrial partners, and jointly accelerated the innovation, upgrading and production application of technologies such as 8K UHD and ultra-high refresh rate; On the side of software services and overall system resources, Huawei's network connectivity, media processing capabilities, and permission management will be open to the outside world to varying degrees.
Relying on its strong ecological construction and technological empowerment strength, Huawei has won the recognition of authoritative institutions and consumers while cooperating with industry chain partners to achieve win-win results and lead the TV industry to the 3.0 era. It is reported that in the independent third-party NPS research, Huawei's smart screen NPS value is nearly 20 percentage points ahead of its industry competitors; At the same time, Huawei's smart screen V75 won the AWE 2020 Epeland Award in 2020, and the high-end flagship big screen Huawei's smart screen X65 won the IT168 Best Audio Visual Large Screen Product and PConline Disruptive Experience Award in the first half of this year.
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