Why did people are discouraged by Balmudas Maho?Feeling of drifting korejanai (Atsushi Ishikawa)

Balmuda has finally announced "BALMUDA PHONE".However, there is a feeling that is not this on the net.I remember when Nippon Newsletter once released "VAIO Phone".

Related: BALMUDA PHONE and iPhone SE with a close size are explained on the specifications BALMUDA PHONE on the actual machine.The original app is quite sophisticated (Junya Ishino)

Balmuda has gained popularity in toasters and electric fans, a product genre that is not very competitive, and has given users a "comfortable experience".The value of the toaster's "delicious baked" and the "comfortable wind" of the fan is what users feel and evaluate, and these cannot be said in "spec".If the user feels "this is good", he will be convinced of the expensive price and buy it.

However, the world of smartphones is still in specifications and price competition.At present, Snapdragon 888 is more than 100,000 yen, and if this is Snapdragon765, the market price is that it does not cost 50,000 yen.BALMUDA PHONE is a Snapdragon765 product that costs more than 100,000 yen, and it is definitely expensive.

However, recently, SNAPDRAGON 888 has a series of 200,000 yen class products such as Galaxy Z Fold3 5G, Galaxy Z Flip3 5G, Leitz Phone 1, and Xperia Pro -I.

These products include cutting -edge technologies and specifications that are unique to "folding" or "1 inch sensor".As a user, you should have purchased it with a reasonable sense of conviction.

BALMUDA PHONE is 4.There is a 9 -inch screen size and a rounded design with no straight line, but I feel like I'm not convinced that I can buy it for 100,000 yen.I don't have it.

Both the toaster and the fan are products that only buy once or several times in life.On the other hand, a smartphone is a product that many people buy once a year (although some people buy it many times in a year), generally buy once every two to three years.Moreover, a discount regulations by the Ministry of Internal Affairs and Communications have recently been introduced, and users have begun to compare them with severe eyes on the balance between smartphones and specifications.

In order to give a smartphone 100,000 yen, you want some elements that can convince yourself.

Differentiation with the original app

The Balmuda Phone puts the original app as a differentiation element.Balmuda may have found value here.Certainly, the schedule app seems to have removed the concept of the day of the week and seems to be easy to use, and the fact that the computer application can be written in 100 million or 10,000 units has been resolved.On the home screen, if you swipe diagonally, you can start a specific app.

Looking back on the past, there were a number of manufacturers, which were enhanced and differentiated by the user interface on the home screen.

Samsung and Chinese manufacturers have their individuality in such software, but Japanese manufacturers and others have not been able to continue and return to Google's original app.

According to the manufacturer officials, if the Android OS is updated, it will be forced to fix it, and it will be quite expensive.Even if the user interface on the home screen is originally converted, the Android OS itself changes drastically, and it is forced to make a ridiculous correction.Rather than being swung around by Google, it is less costly to put a Google app, and there is a sense of security that it can be used immediately, even if you switch from another smartphone as a user.

Even Samsung Electronics just announced a new launcher the other day.In Android 12, it seems that Galaxy has switched to a user interface close to the same concept, as it has been reborn as a design taste called "Material You".

The Balmuda Phone also stated that it was updated to Android 12, but it seems that the challenge is that it can be integrated with Material YOU while maintaining the design so far.

Balmuda's challenge has just begun

According to Balmuda President Terao, "The smartphone in the world is now uniform. Although it is a tool used by humanity, there are no types. When trying to buy something.You can choose from some options, but there is no such world of smartphones. "

Certainly, if you look only at the iPhone used by half of the people in Japan, there is a feeling that it has become uniform.However, if you look at Andorid, there are many options, such as those from the 10,000 yen range to 200,000, large screens, and folding.

Balmuda has shown its presence in the home appliance market with the belief that they do what they want to make without market research.

Certainly, the current smartphone is a "market research lump", and there is no doubt that all of them are all the same and uninteresting.

Perhaps Apple has created only what Steve Jobs wants to make without a market research when Steve Jobs was CEO.

However, the current CEO, Tim Cook, has been aware that he is not a genius in manufacturing like Steve Jobs, and has been aware of the CEO since he was in office, and asked how to sell Apple products to many people.I have grown companies from the perspective of "how to fail".

Since Tim Cook has become CEO, it is true that Apple has lacked fun, but has evolved reliably and has become a satisfying product that everyone can understand.

The iPhone, released in 2007, is becoming a product that can be sold, although the sharp elements are gone, reflecting the voices of users with each generation.

Son -grandson said that it was hardly sold when SoftBank was handled in 2008 in 2008.However, it has been sold in Japan by incorporating functions that Japanese users such as emoji, FeliCa, and waterproofing are required.

Will Balmuda continue to make smartphones that President Terao wants to put out without listening to market research or media reactions?Or do you balance the smartphone that President Terao wants to make and what accepts the user's voice?

The challenge of BALMUDA PHONE has just begun.