Some TVs from Philips and Panasonic have already started using Skyward's Cool OS system. This has created a precedent for the open development of domestic color TV OS systems and has also aroused widespread concern in the industry.
Does TVOS Development Need to Look at Mobile Phones?
As the core software platform of the smart TV era, the OS system should be able to make money independently. This is the fundamental reason why all color TV companies are keen to develop increasingly useful OS systems.
The theoretical basis for the above strategic decision is mainly from the smart phone market. On the one hand, the technology color TV OS is basically based on the Android platform, which is consistent with the mobile phone industry Android platform occupy the vast majority of the OS system's share of the pattern. On the other hand, in the mobile phone market, each mainstream brand has developed its own OS UI system. Among them, Apple, which is completely autonomous technology, has realized a huge amount of ecological profit. Other mainstream mobile phone brands, the input and output of the OS system are basically turning positive.
That is, in the smartphone market, making money from OS has been proven to be practical—at least, there is no pressure to support the OS UI team. However, this experience may not be fully applicable to the color TV market.
Judging from the scale of domestic consumption, the annual volume of color TV sets is 45-55 million units, and mobile phone products can reach a scale of more than 500 million units. This is a tenfold update to the color TV market. The main reason for this difference in energy consumption is that, first, color TVs are generally 3-4 people for household products, while mobile phones tend to be one person or even one for two. Second, color TV products have an update period of 6-8. In the year, the mobile phone was only 20-24 months old.
The sales volume data determines the scale of the TVOS's influence in acquiring mobile phone OS, and the time required to accumulate it is even longer. For example, with the scale of long-term boot-up of domestic mainstream color TV brands and smart TVs, it will reach 10 million units by the end of 2016. The scale of the population that can be affected is less than the amount of new mobile phone users that Xiaomi Brand sold in the year. The former TVOS data is at least a cumulative amount of more than 3 years.
The huge difference in quantity and energy will surely lead to huge differences in the laws of the market. This difference is that the cumulative threshold for TVOS to achieve ecological self-consistency and profitability is even higher. Many second-tier brands in the market may not be able to use TVOS to generate pure earnings in the short term. For most brands in the color TV market, the cost of OSUI will be "forever" the cost.
Many TVOS market spreads
If the bottleneck of TVOS to achieve ecological profit lies in the gap between "scale growth" and mobile phone OS, then time can also solve this "accumulation" problem. However, the real scenario of the TVOS market is far more serious than this problem.
First, the audience of color TVs is shrinking. This point has not been controversial since 2012. - The problem is only at what scale the contraction will eventually stop. There are many reasons for the shrinking audience in the color TV market, but the main ones are the all-media concept represented by mobile video and PC video. Under the influence of this industry rule, the TV station, the largest vested interest in the broadcasting and TV market, has already transformed its entire media and made great efforts to deploy it on the mobile and PC side.
Second, the color TV industry's own brand concentration is lower than the mobile phone industry. Especially in the past three or four years, the rise of Internet brands has brought the number of existing brands in the color TV industry to nearly 20. This means that there are as many color TV OS systems competing in the market.
Third, competition in the TV platform of the color TV industry still takes place between Internet brands, broadcasters, and telecommunications giants. For example, the IPTV systems of China Telecom and China Unicom have their own unique OS platforms. This further divides the color TV user base that is not the size of the mobile phone market and is still shrinking. The use of color TV OS platform is further decentralized. The decentralized platform market structure is not conducive to a single OS to achieve profitability.
Fourth, the competition in the color TV market OS inventory customers is always exposed to the danger of being “defectiveâ€. As a "Heng" corner weapon is the price is only one or two hundred dollars, even like radio and television, telecommunications department as "doing package delivery" smart set-top box - millet TV platform known as the stock of millions of users, the bulk from the set-top box. This market segmentation method is also an important tool for telecommunications, Tmall, and Huawei products. And the TV has a long life span, such as more than 6 years. During such a long period of time, the progress of smart hardware and software has often led to the fact that almost all color TV users have the potential demand for “smart boxesâ€.
In summary, the TVOS market, in the context of the total number of mobile phones is not more than the market, the market is more decentralized, the competition is more diverse, more giants in the division. These giants not only include outstanding brands in color TV companies, such as Hisense, Skyworth, TCL, but also products such as millet and Huawei mobile phone brands, including IPTV boxes of telecommunications and broadcasting and television, and Ali including lynx-based boxes. platform.
Therefore, the TVOS market is not only far more complex than the mobile OS market, and even he is more complex than the market structure of color TV products. This determines that the future of TVOS industry must have its own unique laws and gameplay.
TVOS's ecological profitability is the scale
There were once well-known color TV brands in China that pointed out that TV users with more than 10 million TV sets that have been active for a long time are the basis for TV TVs to obtain advertising value. The majority of color TV industry brands, it is difficult to reach this scale in the short term.
The above problem shows three rules: First, the color TV industry's big brother, based on the first-line brand with an annual sales volume of more than 6 million yuan, will need at least 2-3 years to reach the threshold of the “TVOS†eco-business scale. This speed is not ideal, and may be grabbed by other box products at any time. Therefore, the industry still hopes to expand its OS influence in many ways. Among them, the second brand, Internet exclusive brand, etc. have become a very good weapon; box products are also a priority option to expand the OS share.
Second, many second- and third-tier brands, emerging brands, and small and medium box brands in the color TV industry may not always be able to make the OS system a direct output point of their profits. For these brands, if they use product hardware as the main market competition point, integration into the ecology of others is a good choice. This is the premise of Ali OS and other results in the color TV field.
Third, mobile phone OS and TVOS are likely to constitute a unified “technical†ecological market based on the technology homology of hardware and software itself. Millet and Huawei have good practices in this area. The Apple TV service also takes the box + OS platform route instead of the TV machine.
In short, the value of the OS is based on the scale. To achieve greater scale, we must jump out of the "fence wall," and look for partners in more open minds. The use of cool open systems by Philips and Panasonic is an inevitable choice. This is a strategic win-win cooperation between Party A and Party B.
A lot of friends, the enemy's "ecological thinking"
In the TVOS market and even the entire TV market, Comrade Mao Zedong's united front thinking is extremely practical: From the perspective of OS, making every effort to expand the coverage of the technology platform is the basis for achieving profitability, improving services, and increasing competition and bargaining power.
From a hardware point of view, few companies, such as the panel of color TV products and the CPU of an intelligent system, can completely produce and sell products. Upstream and downstream cooperation and integration are inevitable. Especially in the semiconductor industry where panel CPUs and panels are highly concentrated and highly capitalized, color TV brands must have a “strategic†strategy.
From an application point of view, the intelligentization of color TV itself means the generalization of functions. It is impossible for any brand to develop all smart core technologies and applications, and it is even more impossible to thoroughly grasp a large number of applications including video content. The use of eco-partnership to achieve wider, more efficient and faster coverage of application development is an inevitable product design idea for color TV brands.
Therefore, the so-called color TV ecology is the struggle to form the broadest united front, that is, to have more friends and fewer enemies in the industry. For example, Skyworth's small-scale LG panel plant, some technology licenses to BOE and other upstream panel companies through Guangzhou's new horizon, deep cooperation with Huawei's Hi-Silicon chip project, deep cooperation between Skyworth set-top boxes and the Hunan Broadcasting System, Cool OS system and Panasonic Philips The essence of cooperation is to "expand the circle of friends and make bigger cakes."
On the whole, the smart industry has Apple's strategic choice to tighten the fence – she relies on strong technical strength and a huge fan base. However, the choice of more companies can only be Android's original intention: an open platform. Only relying on the huge value space of the entire open platform can lead to the formation of a "water-saving situation" and even an opportunity for the "Leaping Dragon Gate." The color TV OS system is opening up and jumping out of the brand barrier is the embodiment of this law.
For the future, the opening of the OS is more than just TV
If you look farther and look beyond the concept of color TV, from the perspective of an intelligent family, you can also find that "a fully self-contained OS" is a road that will not work.
On the one hand, the future of the smart era, cross-product and platform applications and data migration has become inevitable. For example, the transmission capabilities of current mobile phones and televisions are a manifestation. TV's attempts to control air conditioners and other home appliances through smart features also exist. These applications not only have gone beyond the scope of color TVs, but also have taken the place of the colorful electrical companies. What technologies and methods are used to achieve a greater range of intelligent sharing and interconnection? Perhaps there are many technical routes, but the open and inclusive mindset is the foundation.
On the other hand, consumer electronics applications in the smart age are not product-centric. The user-centric, data-centered. Seize the user and user data, is the brand's largest long-term service capabilities and business stickiness. In this regard, various backup and product retrieval functions of mobile cloud services have taken the forefront of practice. The foundation of TVOS' own profitability is also a stable and large-scale user base. Standing on a certain scale of users and data, how to make these existing software resources generate huge market value, and also require color TV companies to have an open ecological and inclusive value concept.
In short, the color TV industry is already in the smart era, "see the mountain is not a mountain, see water is not water" state. The quad-centered structure of “platform, applications, users, and data†runs through the entire intelligent life system. In this industry structure, the premise for a better survival is to form a wider united front, or be a necessary member of a broader united front.
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