Balmuda the Toaster, the most known toaster product in Balmuda.In addition to the high design, the deliciousness of the baked toast is highly valued, and it has been sold more than 1 million units in Japan and overseas.
Balmuda is a venture company that has grown in the home appliance market and is listed on the TSE Mothers at the end of 2020.Typical products include a toaster "BALMUDA THE TOASTER", which is thoroughly focused on toasting, and "BALMUDA THE LIGHT" that reproduces sunlight.In each case, the market has a low -cost product of several thousand yen range, and Balmuda has introduced a narrowed concept of home appliances and has gained support.
What is the smartphone created by Balmuda, which has a proven track record in the home appliance field?Why make a smartphone in the first place?At the closing meeting (the first quarter of the fiscal year ended December 2021), Gen Terao, President of Balmuda, said passionately.
Softbank and SIM -free sales
The smartphone planned and developed by Balmuda is rarely revealed at this time.Most of the designs, prices, specifications to product names are undecided.
What is published at the moment is 5G compatible and released in November.In addition, sales channels will be sold for SoftBank (SoftBank brand) for major carriers and will be sold for SIM -free markets.In addition, Kyocera will be in charge of product manufacturing.
Balmuda adopts a fabric model without a factory in -house.It is a good idea that Kyocera is consigned to a fabric model in smartphone manufacturing, following the products planned and developed.By the way, Kyocera's contract manufacturing base exists only in Japan, so Balmuda's smartphone will probably be made in Japan.
There are too few smartphone choices
President Terao said, "Smartphones have too few options."
"Smartphones are the most consumer products used by the most people in the world. This convenient device that fits in your hands and connects to the world is probably not gone.
However, all smartphones look the same.I found a business opportunity there.We think that it is the largest market for our Balmuda to challenge "(Mr. Terao)
The smartphone that Balmuda aims for is "the number one personality."The external design has already been developed, and the mock -up is "on the back desk", but it was not shown.
I don't aim for smart home appliances
Terao emphasized, "I don't let the Kitchen Home Appliance Balmuda accidentally put out the design mobile phone."The stance of not aiming for so -called “smart home appliances” was clearly expressed.The reason is that "home appliances have not been smart."
"It is meaningless to be able to operate home appliances from a smartphone. For example, even if a toaster can operate from the outside, no one will be pleased. With the entry into the smartphone business, you have the knowledge of both home appliances and smartphones.I hope that it will be a new form of products. "(Terao)
The point of differentiation is the application
As a experience value unique to a smartphone, it is the "app" that Balmuda has a differentiating point of differentiation.It is said to be developing multiple Balmuda's unique apps.
"The" good thing "of a smartphone is done on the screen. We spend a lot of time on smartphones, but not many people usually use many types of apps. After all,The regular apps are consolidated.
Perhaps the usual apps have not changed since the iPhone was invented.I believe that such an original idea can be included in these everyday apps to enhance the value of the experience. "(Terao)
I want to ride Red Ocean
In a press release, where Balmuda has announced his smartphone entry, it is easy to receive a negative sense, saying, "I would like to propose new experiences and surprises unique to Balmuda in the mobile terminal market where commodity is progressing."I use the word commodity (it is difficult to differentiate because there are too many entry companies).
From the announcement of Balmuda's entry, you can see the determination to create uniqueness in such a commodity market.Mr. Terao said, "The smartphone market is a red ocean, but I want to jump into the wave and show a very good wave ride. I have such a plan now."
When designing a smartphone by outsourcing, how far it is involved in the design is the key to differentiation.If the standard design of the manufacturer is adopted almost as it is, there is not much budget for the design, but it will be difficult to create a unique color.
The related materials are expected to be achieved at the same time as the smartphone entry.In the fiscal year ending December 2021, the sales of the smartphone business are expected to be 2.7 billion yen.This is 14 of Balmuda's annual sales.It is a calculation that a smartphone occupies 9 %.Many are likely to be shipped for SoftBank.Balmuda has been planning to sell it at a major carrier Softbank since the beginning, and seems to be expected to sell on a reasonable scale.
Aiming to be the number one personality
Mr. Terao describes the history of Balmuda, which has grown in the fabric model, as "the history of sophistication of integration."
President Terao said, "When Balmuda was founded in 2003, the first thing I made was a MacBook cooling table called" X-Base ". This is a product that does not use any electricity. In fact, at this time, cooling.I wanted to make something on the table. "
"Then, desk light, fan, toaster, and Balmuda have been rushing to experience 200 years of technology and learned. And now we have improved our technical capabilities so that we can reach the highest integration.It became. Share NO.You can leave 1 somewhere.Balmuda aims to be the number one personality "(Mr. Terao)
Author: Toru Ishii
いしいとおるA free writer specializing in mobile.We cover the latest technology such as 5G and AI, mainly on smartphones.More than 100 smartphone purchase history.He has contracted for a three -career smartphone and strives to ensure a communication environment anywhere.
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