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The author:(作者)qqpublished in(发表于) 2015/6/6 7:29:59 Apple Google have invaded the living room： TV is not enough，
Analyst Ben·bajialin (Ben Bajarin) 14 years ago when they joined the Creative Strategies, his area of research is the digital home. The digital home products are based on Windows systems home theater PC, to save the media file Internet storage networks, various brands of digital media adapters, and full screen at home so that movies and pictures transmitted from a PC to the TV. Such devices connected home environment, but it is not very beautiful.
Digital home solutions over the past 10 years, and compare them with the current solution, it is very interesting. We have seen that video game consoles have become the best entrance of the living room is connected to the Internet . TV + game more and more people connect to the Internet. Apple, Amazon, Roku and Google TV streaming media players in the ecosystem outside the game, we have to provide users with more choices, help people to use services such as Netflix and Hulu.
However, this product has yet to be a breakthrough. So, Bajarin puts the question: what kind of breakthrough could further open the living room market, helping people out dependence on cable TV and satellite TV?
Most people are not "cord"
Bajarin believes that market competition strategy of the living room is "simpler is better". We focus on intelligent devices, tend to think that the more the better. Users do not just want a smart device. They have PC, tablet computers, smart phones and smart devices, these products will play an important role in their lives. In the living room, however, simpler is better. "Users don't need another box", this statement has been proven repeatedly. Mainstream users have accepted "a box to meet all" concept. If the user does not need to watch only pay TV sports game on TV and news broadcasts, they have a lot of choices.
According to Creative Strategies in the United States market research 75% of respondents said, are still using cable TV or satellite TV service. Although studies show that public users is not ready "cord", but there are data shows that users use the on-demand services, such as Netflix, Hulu, Amazon Prime Video and HBO Now will greatly increase. So, these services in the United States market share? According to Creative Strategies, all only provide on demand TV service, Netflix is an obvious leader, market share is 45%. Hulu ranked second for 16.8%. Amazon Prime Instant Video ranked third for 15%. All have "cord" of users, Netflix and Hulu are the most commonly used services.
Divided by age, in the 15-25 age group, 56% of the respondents said that they had adopted in the past 1 months-on-demand service to watch full length TV shows. In the 25-35 age group, the rate for 49%. This is to use the on-demand TV services, two of the most active groups. 35-45-year-olds this proportion is 37%, and this proportion decreased among people over the age of 45.
This clearly shows that what users prefer streaming video services. But the interesting point is that, relative to the TV, young people learn more through other devices, watch videos, and more in addition to places other than the living room to watch. However, this does not mean that competition on the big screen in the living room doesn't matter. The problem is that for which age group, such competition is necessary? The answer to this question is the key. One thing we know is, 35 years old and older people are more likely to use pay-television service. This may be related to their State of life. Older people may already have a child, they are more at home, so more big screen to consume content. With the change of life, whether young people will present a similar trend remains to be seen.
Competition on the big screen
Big-screen not dead. As with any ecosystem, free TV content from the TV out is key. Users will want access to content at any time and any place. However, on the big screen competition is a competition for set-top boxes. The entrance to the set-top box is TV, TV and catch the eye of the user portal. Whether it is pay TV or pay-on-demand service, set-top boxes is key. Therefore, the cable and satellite companies are doing everything possible to maintain control of the set-top box and are willing to spend big to ensure that TV content, especially sports, only through their set-top box to see it. For companies involved in set-top box market, current content need to be exclusively focused on set-top boxes.
Apple, for example, may use the SDK (software development kit) made a significant change. Apple provides a platform to developers to help them develop new applications for large-screen. In this way, Apple, like cable and satellite companies offer a unique experience. Google are emphasizing games and cooperation with companies such as NVIDIA. However, most of the set-top box product homogenization of content issues. /Android whether Apple TV, Google TV, Roku is Amazon, all these set-top boxes provide the contents are basically the same. If these companies want to differentiate, then such a situation must be changed.
In this sense, NVIDIA Shield is unique. Using this device, users can get similar applications with other platforms and services. But if you love PC games, can also be obtained through the Grid of the NVIDIA Gaming service many popular PC games. Therefore, the PC game players, Shield is particularly attractive, and such players are usually different from the host players. Shield provides a differentiated development paradigm.
Differentiation will be the focus of big-screen market competition. Apple's and Google's ecosystem are striving with competitors, and the differentiation of cable and satellite companies.
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