Intelligent network set-top boxes and smart TVs compete for the king of the living room
The trend of the times: Smart TVs will become popular
According to Futuresource Consulting, global smart TV sales reached 90 million units in 2013, and it is expected to increase to 228 million units by 2018, corresponding to a mixed annual growth rate of 21%. And in economically developed areas, 30% of households will have a smart TV by the end of 2014, and by 2018 this proportion will rise to 70%. According to an analysis report released by a market research organization, with the advancement of the smart TV market, the lifetime of each TV and set-top box is calculated at the speed of n years. The newly purchased machine will come with an intelligent system. The set-top box's "end of life", the network set-top box will become a transitional product gradually withdrawn from the market. Eventually, "grabbing the living room" will present a smart TV singing monologue.
In addition, between 2012 and 2013, the SARFT issued an urgent emergency to the network set-top box market in a history of “the most stringent rectification,†and the “rich and capricious†era has ceased to exist, and many boxes with licenses but with unqualified content have been pulled back for rectification. , More unlicensed network set-top boxes are facing delisting situation, at this time the existence of network set-top boxes seems a bit embarrassing, sales have thus plummeted, the market has shown a sluggish style. Although "the strictest enforcement" is also applicable to smart TVs, the policy of SARFT has just catered to the development period of smart TVs. Smart TVs can begin to receive "prenatal education" from SARFT in the "wife and childbirth", and detours will surely develop. Compared with the network set-top box, "sounding"; again, smart TV and network set-top box is not the same as the video function, smart TV is based on traditional television functions, network functions supplemented by information appliances.
According to Futuresource Consulting, global smart TV sales reached 90 million units in 2013, and it is expected to increase to 228 million units by 2018, corresponding to a mixed annual growth rate of 21%. And in economically developed areas, 30% of households will have a smart TV by the end of 2014, and by 2018 this proportion will rise to 70%. According to an analysis report released by a market research organization, with the advancement of the smart TV market, the lifetime of each TV and set-top box is calculated at the speed of n years. The newly purchased machine will come with an intelligent system. The set-top box's "end of life", the network set-top box will become a transitional product gradually withdrawn from the market. Eventually, "grabbing the living room" will present a smart TV singing monologue.
In addition, between 2012 and 2013, the SARFT issued an urgent emergency to the network set-top box market in a history of “the most stringent rectification,†and the “rich and capricious†era has ceased to exist, and many boxes with licenses but with unqualified content have been pulled back for rectification. , More unlicensed network set-top boxes are facing delisting situation, at this time the existence of network set-top boxes seems a bit embarrassing, sales have thus plummeted, the market has shown a sluggish style. Although "the strictest enforcement" is also applicable to smart TVs, the policy of SARFT has just catered to the development period of smart TVs. Smart TVs can begin to receive "prenatal education" from SARFT in the "wife and childbirth", and detours will surely develop. Compared with the network set-top box, "sounding"; again, smart TV and network set-top box is not the same as the video function, smart TV is based on traditional television functions, network functions supplemented by information appliances.
Existence is reasonable: network set-top box upgrades are flexible
According to a research report, the average daily viewing time of a video website in 2014 was as long as 1.8 hours, which exceeded the average daily viewing time of 1.68 hours. The Internet set-top box once brought a group of viewers from the computer and mobile phone screen back to the living room. Is it its mission? So far? In actual fact, the network set-top box also has its existence value.
Regardless of the market situation after the full roll-out of smart TV, at least in the current market, network set-top boxes still occupy a pivotal position. The life span of a TV is at least about 10 years. When TVs are still working, it is not worthwhile to abandon the old TVs to purchase new smart TVs. The Internet set-top box can flexibly transform the traditional large screen in the home into a smart TV. Just a small fee.
The combination of smart TV and ordinary TV + network set-top box is no different, but the cost is much higher than ordinary TV + network set-top box. As the industry has specializing in the field, the benefits of separating the network set-top box from the TV screen are obvious. The maintenance and upgrading of the smart module is very convenient, and the interference between the two modules will be relatively small. Even if the smart module has a problem, the ordinary TV function can still be Realization, smart TV due to the integration of its operating system, so there may be a "pull the whole body," the sad reminder situation.
According to a research report, the average daily viewing time of a video website in 2014 was as long as 1.8 hours, which exceeded the average daily viewing time of 1.68 hours. The Internet set-top box once brought a group of viewers from the computer and mobile phone screen back to the living room. Is it its mission? So far? In actual fact, the network set-top box also has its existence value.
Regardless of the market situation after the full roll-out of smart TV, at least in the current market, network set-top boxes still occupy a pivotal position. The life span of a TV is at least about 10 years. When TVs are still working, it is not worthwhile to abandon the old TVs to purchase new smart TVs. The Internet set-top box can flexibly transform the traditional large screen in the home into a smart TV. Just a small fee.
The combination of smart TV and ordinary TV + network set-top box is no different, but the cost is much higher than ordinary TV + network set-top box. As the industry has specializing in the field, the benefits of separating the network set-top box from the TV screen are obvious. The maintenance and upgrading of the smart module is very convenient, and the interference between the two modules will be relatively small. Even if the smart module has a problem, the ordinary TV function can still be Realization, smart TV due to the integration of its operating system, so there may be a "pull the whole body," the sad reminder situation.
Market promotion is more conducive to the development of smart TV
Furthermore, from the point of view of product promotion, smart TV manufacturers have a fixed channel provider for traditional TV manufacturers to serve them. Both online and offline have their own forms of promotion, which does not require additional advertising costs, and the television industry profits ratio. The internet set-top box is large and there is enough money to put it in advertisements. The low threshold of network set-top boxes and fierce market competition have determined their profit margins are narrow. There is a lack of channel providers, and the costs for advertising are relatively small. Generally, they are sold online. The network set-top boxes not only have to deal with the civil war in the “box wars†but also have to compete with “foreign†smart TVs. In terms of marketing, the network set-top boxes are also difficult to implement.
Furthermore, from the point of view of product promotion, smart TV manufacturers have a fixed channel provider for traditional TV manufacturers to serve them. Both online and offline have their own forms of promotion, which does not require additional advertising costs, and the television industry profits ratio. The internet set-top box is large and there is enough money to put it in advertisements. The low threshold of network set-top boxes and fierce market competition have determined their profit margins are narrow. There is a lack of channel providers, and the costs for advertising are relatively small. Generally, they are sold online. The network set-top boxes not only have to deal with the civil war in the “box wars†but also have to compete with “foreign†smart TVs. In terms of marketing, the network set-top boxes are also difficult to implement.
Policy clears that Internet STBs will return to the market
Now there are two mountains on the network set-top box. One is smart TV, and the other is policy influence. Given that the standard for large-screen online video services is not yet clear, the outlook for network set-top boxes is unclear. According to the current situation, it is likely that the situation will be that video charges and application charges will appear in the future, confusing network set-top boxes. After the market establishes monitoring standards, the re-shuffled network set-top boxes will return to the arena with a new look.
“To seize the living room†is the trend of the times, and the main body that seizes the living room is the protagonist of the original television with the emergence of smart TV carriers. Or is it a new theme of network set-top boxes singing marching music? This remains to be guided by policies and consumers, and the latter is even more important. With Xiao Bian personal feeling, return to the original definition, television to restore the original pure picture quality, network set-top box to user experience, choose the best screen, choose a satisfactory "box", staggered market collocation, flexible choice of space It will be a win-win move in this PK tournament.
Now there are two mountains on the network set-top box. One is smart TV, and the other is policy influence. Given that the standard for large-screen online video services is not yet clear, the outlook for network set-top boxes is unclear. According to the current situation, it is likely that the situation will be that video charges and application charges will appear in the future, confusing network set-top boxes. After the market establishes monitoring standards, the re-shuffled network set-top boxes will return to the arena with a new look.
“To seize the living room†is the trend of the times, and the main body that seizes the living room is the protagonist of the original television with the emergence of smart TV carriers. Or is it a new theme of network set-top boxes singing marching music? This remains to be guided by policies and consumers, and the latter is even more important. With Xiao Bian personal feeling, return to the original definition, television to restore the original pure picture quality, network set-top box to user experience, choose the best screen, choose a satisfactory "box", staggered market collocation, flexible choice of space It will be a win-win move in this PK tournament.
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