China Security Exhibition Reuters recently, the company launched smart TV, Apple will pass also involved in smart television industry. Many smart appliances in the Chinese market have begun to sell. Among them, "support for Android" and "Internet-enabled QQ" have become selling points for these smart TVs.
All kinds of "Internet TV", "Cloud TV" and "3D TV" come together. Can smart TVs get consumer recognition and bring new profit points to home appliances, IT, and the media industry? Experts believe that new products will enhance the consumer experience. At the same time, it is also faced with multiple concepts, few applications, and source problems. Under the "aura" of smart TV, on the one hand, it is necessary to test the core capabilities of enterprises. On the other hand, consumers must also guard against some marketing gimmicks.
Different concept of smart TV
Recently, Apple has raised concerns about its involvement in smart TVs. Some reports claim that this product, known outside as "iTV", has entered trial production. Prior to Google, Intel has explicitly announced that it will launch smart TV or peripheral products.
While the IT giant is testing water appliances, the domestic market has witnessed fierce competition from manufacturers. In a home appliance chain Shanghai regional flagship store, Samsung, LG and other products hit smart TV signs. Domestic brands are not far behind. Hisense, TCL, and Lenovo have all released new products such as "Smart Cloud TV" and "3G Smart TV."
The reporter saw that many smart TVs are equipped with operating systems similar to smart phones and tablet computers, and can be connected to wired or wireless networks, and install microblogging, QQ, and gaming clients through the market. According to sales personnel, some domestic brands have lower prices and the price is close to that of ordinary LED TVs of the same size. However, most brands of smart TVs still offer higher prices than ordinary products.
However, what kind of TV is considered "smart"? There does not seem to be a unified concept among manufacturers. For example, a product description of a TV with Internet access revealed that it did not use an open operating system. There are also some products that choose to build their own smart systems, and there are fewer applications that can be installed.
According to Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, the television market has a wide range of models, and individual products may have the concept of "mixing fish and speculation." "Comparatively, the smart TV technology of big brands and big manufacturers is more advanced."
According to data from the ZDC Research Center, as of the beginning of June, smart TVs with different concepts and functions were brought together, and over 100 models of smart TVs were listed and will be listed.
Improve user experience or gimmick
In 2009, pushing online TV, pushing 3D TV in 2010, and pushing TV in 2011, the TV industry is almost a concept every year. Smart TVs are sought after by IT and home appliance giants. The main reason is that companies are still exploring new profit points.
People in the industry believe that with the weakening of TV as the main audio-visual equipment, on the one hand, traditional TV profit margins are declining, and companies need to increase the added value of products; on the other hand, manufacturers must also meet such requirements as networking in order to regain consumer popularity. Recording, broadcasting, and other personalized needs.
However, there is still no shortage of gimmicks in such concepts. For example, some smart TVs are an upgraded version of cloud TV, and the main selling point is the online video source. In a digital mall in Shanghai's Yangpu District, sales staff said that the main function of some products is still "network watching movies."
Lu Renbo believes that smart TV technology is developing very fast, and some early products have fallen into obsolescence. The new generation of television should have human-computer interaction functions such as voice control and gesture recognition. If the product is only sold as a high-definition source, it may lack market competitiveness.
For example, according to the data of the ZDC Research Center, the minimum price for smart TV entry products is around 4,000 yuan, and for high-end and mid-range products is more than 10,000 yuan. It also provides mainstream HD player for the source library, but the price is only 200-500 yuan. The cost performance of some concept products is still insufficient.
"The development of smart TV can not leave the Internet." Wei Wuhui, an internet expert and Shanghai Jiaotong University's School of Media and Design, believes that the purpose of smart TV is to meet the needs of the "Internet generation". Home appliance companies should extend upstream through operating platforms and content libraries. .
However, if smart TV sets its own online audio-visual function, it will involve Internet audio-visual and information services. Some experts pointed out that in accordance with relevant regulations, television manufacturers must cooperate with licensees and other companies to solve the copyright issue of some contents and truly realize “interconnection and interconnectionâ€.
The core technology is the fundamental competitiveness
Wei Wuhui believes that smart TV is an upgrade of the television industry under the "three-network convergence" and manufacturing companies should focus on optimizing user experience technology. With the improvement of products, there will be changes in the way manufacturers obtain profits, and content platforms including the media industry and license providers can also benefit from it.
Some experts also pointed out that the future of smart TV lies in the competition of the platform. The fiercely manufactured side is not the only battlefield. From the perspective of giants such as Apple and Google, the operating system is the core of this industry chain.
For example, to enrich the number of applications, most smart TVs in China use Google's Android system, and some products use Microsoft's Windows system technology. This means that the TV platform will become the focus of the next operating system, and manufacturing companies may become "downstream" of the competition of each platform.
Lu Renbo believes that smart TV will transform the business model of 3C, but it has yet to form the mainstream operating system. China's home appliances and IT companies should pay attention to the development of core technologies, extending from a single manufacturing end to an industrial chain operator and grasping market initiative.
It is understood that the Ministry of Industry and Information Technology Promotion Committee for consumer electronics products has recently released the “Smart Cloud TV Industry Recommendation 2.0†to clarify the specifications of the systems, platforms, and hardware of such products. Lu Renbo said that consumers can use the industry-based guidelines to quickly identify “conceptual marketing†through the “star†logo.
According to the forecast of the China Electronic Chamber of Commerce, China's smart TV demand will reach 8 million units in 2012, accounting for 20% of the total demand for the flat panel TV market. Experts believe that after the fierce competition in the office computer and mobile phone markets, the living room in which the TV is located will become the next “battlefield†for IT vendors, home appliance companies, and development platforms.
All kinds of "Internet TV", "Cloud TV" and "3D TV" come together. Can smart TVs get consumer recognition and bring new profit points to home appliances, IT, and the media industry? Experts believe that new products will enhance the consumer experience. At the same time, it is also faced with multiple concepts, few applications, and source problems. Under the "aura" of smart TV, on the one hand, it is necessary to test the core capabilities of enterprises. On the other hand, consumers must also guard against some marketing gimmicks.
Different concept of smart TV
Recently, Apple has raised concerns about its involvement in smart TVs. Some reports claim that this product, known outside as "iTV", has entered trial production. Prior to Google, Intel has explicitly announced that it will launch smart TV or peripheral products.
While the IT giant is testing water appliances, the domestic market has witnessed fierce competition from manufacturers. In a home appliance chain Shanghai regional flagship store, Samsung, LG and other products hit smart TV signs. Domestic brands are not far behind. Hisense, TCL, and Lenovo have all released new products such as "Smart Cloud TV" and "3G Smart TV."
The reporter saw that many smart TVs are equipped with operating systems similar to smart phones and tablet computers, and can be connected to wired or wireless networks, and install microblogging, QQ, and gaming clients through the market. According to sales personnel, some domestic brands have lower prices and the price is close to that of ordinary LED TVs of the same size. However, most brands of smart TVs still offer higher prices than ordinary products.
However, what kind of TV is considered "smart"? There does not seem to be a unified concept among manufacturers. For example, a product description of a TV with Internet access revealed that it did not use an open operating system. There are also some products that choose to build their own smart systems, and there are fewer applications that can be installed.
According to Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, the television market has a wide range of models, and individual products may have the concept of "mixing fish and speculation." "Comparatively, the smart TV technology of big brands and big manufacturers is more advanced."
According to data from the ZDC Research Center, as of the beginning of June, smart TVs with different concepts and functions were brought together, and over 100 models of smart TVs were listed and will be listed.
Improve user experience or gimmick
In 2009, pushing online TV, pushing 3D TV in 2010, and pushing TV in 2011, the TV industry is almost a concept every year. Smart TVs are sought after by IT and home appliance giants. The main reason is that companies are still exploring new profit points.
People in the industry believe that with the weakening of TV as the main audio-visual equipment, on the one hand, traditional TV profit margins are declining, and companies need to increase the added value of products; on the other hand, manufacturers must also meet such requirements as networking in order to regain consumer popularity. Recording, broadcasting, and other personalized needs.
However, there is still no shortage of gimmicks in such concepts. For example, some smart TVs are an upgraded version of cloud TV, and the main selling point is the online video source. In a digital mall in Shanghai's Yangpu District, sales staff said that the main function of some products is still "network watching movies."
Lu Renbo believes that smart TV technology is developing very fast, and some early products have fallen into obsolescence. The new generation of television should have human-computer interaction functions such as voice control and gesture recognition. If the product is only sold as a high-definition source, it may lack market competitiveness.
For example, according to the data of the ZDC Research Center, the minimum price for smart TV entry products is around 4,000 yuan, and for high-end and mid-range products is more than 10,000 yuan. It also provides mainstream HD player for the source library, but the price is only 200-500 yuan. The cost performance of some concept products is still insufficient.
"The development of smart TV can not leave the Internet." Wei Wuhui, an internet expert and Shanghai Jiaotong University's School of Media and Design, believes that the purpose of smart TV is to meet the needs of the "Internet generation". Home appliance companies should extend upstream through operating platforms and content libraries. .
However, if smart TV sets its own online audio-visual function, it will involve Internet audio-visual and information services. Some experts pointed out that in accordance with relevant regulations, television manufacturers must cooperate with licensees and other companies to solve the copyright issue of some contents and truly realize “interconnection and interconnectionâ€.
The core technology is the fundamental competitiveness
Wei Wuhui believes that smart TV is an upgrade of the television industry under the "three-network convergence" and manufacturing companies should focus on optimizing user experience technology. With the improvement of products, there will be changes in the way manufacturers obtain profits, and content platforms including the media industry and license providers can also benefit from it.
Some experts also pointed out that the future of smart TV lies in the competition of the platform. The fiercely manufactured side is not the only battlefield. From the perspective of giants such as Apple and Google, the operating system is the core of this industry chain.
For example, to enrich the number of applications, most smart TVs in China use Google's Android system, and some products use Microsoft's Windows system technology. This means that the TV platform will become the focus of the next operating system, and manufacturing companies may become "downstream" of the competition of each platform.
Lu Renbo believes that smart TV will transform the business model of 3C, but it has yet to form the mainstream operating system. China's home appliances and IT companies should pay attention to the development of core technologies, extending from a single manufacturing end to an industrial chain operator and grasping market initiative.
It is understood that the Ministry of Industry and Information Technology Promotion Committee for consumer electronics products has recently released the “Smart Cloud TV Industry Recommendation 2.0†to clarify the specifications of the systems, platforms, and hardware of such products. Lu Renbo said that consumers can use the industry-based guidelines to quickly identify “conceptual marketing†through the “star†logo.
According to the forecast of the China Electronic Chamber of Commerce, China's smart TV demand will reach 8 million units in 2012, accounting for 20% of the total demand for the flat panel TV market. Experts believe that after the fierce competition in the office computer and mobile phone markets, the living room in which the TV is located will become the next “battlefield†for IT vendors, home appliance companies, and development platforms.
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