Smart TV 2015: Difficult and forward



From the year of 2011 until 2014, the smart TV industry has maintained a rapid development during the short three years, especially after the tech companies represented by Lenovo, Xiaomi and Lexuan in 2012 began to pay attention and entered this market. Their advantages in grasping user needs and improving user experience have brought into the industry. This practice has in fact also indirectly created the situation where the technology industry and traditional industries learn from each other: Technology companies have strong capabilities in software and user experience. Especially with the combination of Internet services; while traditional companies have relatively rich experience in the supply chain and production, the result of mutual learning is that the development of smart TVs in China far exceeds the world level, but it is developing too quickly. Among the industries, we also saw hidden concerns: Unlike traditional home appliances, smart TVs are born with the “Internet” brand. Manufacturers are not satisfied or disdain to rely on manufacturing and production to make money like traditional methods. They have followed the example of the Internet business model, expecting to use low prices or even lose money. To sell TV and use the content of the user to obtain long-tail profits, online video, applications, and video game profits have become the major goals of TV manufacturers in 2015, but they really want to be profitable. How easy is it?

Online video: User payment and placement ads, which is the right way for profit?

In the appliance store, he casually grabs a passerby asking him what a smart TV is. The answer is probably: “You can watch movies on the Internet!” Yes, it is possible to watch online video content directly online, which is a traditional feature of smart TVs. The main selling point of TV is also the function most valued by users. If you look at the user experience, the demand for online video will come from the following aspects: free, rich content, fast update, and high definition. Here “free” bears the brunt of it, so the vast majority of smart TVs provide users with Content is also free, supplemented by some of the paid content. In terms of online video pay rates, although the smart TV platform will have an improvement compared to the PC, the actual direct receipt of the content is still a fraction of the cost of the version and the CDN paid for. However, for the SMD advertising, In terms of form, most manufacturers still take a wait-and-see attitude. Although they are already ready from the player to the advertising background, they must consider that users have different perceptions of smart TVs and Internet video sites: As a video site, no user input is required. The cost is viewable, so it is acceptable for advertising, and smart TV as a user has paid for viewing the content. If the advertisement is provided again, it may cause dissatisfaction, which is why the current advertisement has not been widely spread. In fact, for the advertising operators of the smart TV industry, advertising and content payment are inherently inseparable unity. For those users who have higher viewing quality requirements, they are provided with a payment method. More content is viewed by them. What can be accepted, but for the mainstream of cost-sensitive users should consider providing more content to ease the side effects of advertising, at the moment should be a more feasible strategy, but such a product portfolio can solve online video "profit" The problem is that the industry can only expect which one will stand out and be brave enough to eat crabs.

Application Center: Is KillerApp a Pseudo Concept?

After the emergence of smart TVs, the most joyful addition to video sites, there is a large group of developers of mobile Internet applications. In their view, smart TVs are the second development sites after smartphones, and therefore they have also launched a vigorous “grab”. "Entrance" campaign, ready to move the application on the phone intact to the TV, but soon discovered that even if the difference in the platform is not considered the activity of the transplanted product is very poor, this is the functional requirements of TV and mobile phone users Inconsistent results, even for large-screen experiences such as catering, maps, news browsing, etc. may be better applications, users do not want to abandon the convenient interactive experience on mobile phones. Starting from the opening of the application developer in the smart TV platform, the industry is unanimously looking for the so-called KillerApp, but today, the real users on TV are still video applications, and other applications have almost no room to survive.

TV games: Who will break the content problem?

Similar to television applications, video games have encountered similar problems. In the eyes of people in the industry, smart TV games are just a must-have for users. However, after CPs have transplanted their applications from the mobile platform to TVs, they have also faced a cold case: It is not suitable for smart TVs. Immersive use scenarios, or depth games such as gun carballs rely too much on the CPU's high performance and peripherals. Without these two prerequisites, it would be impossible to provide users with a good experience? We don’t think it’s true that the industry hasn’t actually had a game that is really designed for smart TV users. If everyone simply considers the cost of development and late-stage revenue and simply migrates it, I’m afraid the “experts are apprehensive and users don’t call it”. Tragedy will also be staged in 2015.

Smart TVs as consumer electronics products have been placed in high hopes by relevant industries, especially the Internet industry. They think that it will be a golden opportunity for traffic and services to be realized. However, for users, smart TVs still have to exist as a TV first, so instead of In 2015, it is not as good as quitting to think about how to make user experience better so that users can find more needs and provide comprehensive solutions. In the process, they slowly find opportunities to achieve business goals.

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