In tech circles, the word “disrupt” is often used to describe a company’s aim to change the status quo. The word is therefore a very apt description of what LeEco is attempting to do in America, after asserting market dominance in a variety of industries over in China.
LeEco’s entry into the US market should be seen as a portent of things to come throughout the world, as the company invited over 1,700 media and analysts all over the world to see and cover its “Ignite The Eco World” event in San Francisco.
The brand’s large portfolio of products, ranging from smartphones, to televisions, streaming services, as well as bicycles and cars are just platforms for LeEco to show off its true selling point: an integrated Internet ecosystem consisting of platform, content, and apps, a unique model that puts users at the center of the ecosystem, which also features disruptive pricing, making premium level devices affordable to the mass market.
“Our global vision for a connected ecosystem where great content can be enjoyed on a range of devices that are disruptively priced is what fuels our global expansion,” said Richard Ren, President of LeEco North America. “Following our success in China, we expanded to India last year and Russia in September. Today, we are pleased to officially launch in the U.S.”
According LeEco, a common theme when it comes to brands developing an ecosystem is that they only use user behaviour data to optimize content that users may like, without actually taking into account the users’ actual opinions on what makes a content ecosystem great. With this in mind, LeEco created the User Planning To User (UP2U) to give users a voice in how the ecosystem evolves, and the opportunity to co-create its content experience and even the brand’s line of next-generation products.
“We developed the UP2U model to let users directly influence how our products and services evolve. We have a dynamic process for gathering and implementing the feedback into every aspect of our business from design, R&D and software, to pricing and even the content we deliver,” said Rob Chandhok, Chief R&D Officer for LeEco North America. “Because our software ties everything together and the content continues to grow, our devices and the experience continually get better.”
Transcending the boundaries of product and user experience, LeEco has created what it calls a revolutionary new interface called Eco User Interface (eui), which apparently unifies both LeEco’s content and devices ecosystems via two core principles: breaking device boundaries and putting content at the heart of the experience.
This experience should also feel the same throughout all of LeEco’s devices, be it phones, TVs, or even cars. As mentioned before, content is still the number one priority for LeEco, and to this end, it has been acquiring rights and partnerships to a variety of content makers and providers.
LeEco has an open video cloud platform that covers 60+ countries and major cities across five continents with 30 Tbps output bandwidth. With over 750 nodes, LeEco is the largest CDN node player in the world, and one of the largest cloud service providers for the B2B marketplace in China.
Since its inception in 2004, LeEco has amassed more than 5,000 movies and 100,000 TV episodes, and attracted 50+ million daily active users and 730+ million monthly active users in China.
At the event in the US, LeEco confirmed content partnerships with some of the biggest name in the movie and internet video industries, including Lionsgate, Machinima and VICE Media.
LeEco’s new cavalier brand of content-centric business is an intriguing one to see, and as it has conquered China, it looks to set its sights towards the American market, and if all goes well, will likely be the case for the rest of the world soon enough too.