Beauchamp: Cloud-top box will be built into the application mall

Xiang Jianping: Hello! It's an honor to meet you all.

News technology: In fact, many people like me, for your company is not particularly knowledgeable, please give us a brief introduction of your company, as well as its engaged in the industry.

Xiang Jianping: Our company Zhejiang Bo Shang Electronics Co., Ltd. from 2002 into the digital television industry, before more is doing some overseas markets, since 2009, we focus on the market for our operators, now our entire size, 2010 reached 600 million, this year is expected to be about 800 million.

News technology: What are our main products?

Xiang Jianping: Product categories are more, from the transmission mode, there are dvb-c,dvb-s,dvb-t; From the resolution, we have SD and HD; from the interactive way, we have one-way and two-way, and so a series of relatively complete range of products.

News technology: You just talked about we are engaged in digital television work, you think the current development of digital TV market in China?

Xiang Jianping: China's digital television started from 2003 onwards, to now has more than 100 million users, the entire digital level also reached about 55%.

News technology: Your company in this industry, you feel the commitment to what role?

Xiang Jianping: Our company in this industry from the beginning to now in the line is also more famous, assume a very important role. According to our statistics, the whole industry, in the Chinese digital TV market is ranked in the top ten enterprises.

News Technology: You think for digital television, we are at what stage of development?

Xiang Jianping: Just mentioned briefly, from 2003 to the beginning to rapid development, to now a mature stage.

News technology: Has come to a ripe stage. We think that the development of digital TV may encounter some difficulties, you think the current development of the digital TV industry is the most difficult or hinder the development of where?

Xiang Jianping: There are several major aspects. First, our network is too small and operators are too fragmented. For instance, our entire operator from the provincial to the city level, to the county level and even the enterprise level, can be said to be hundreds, good news is the whole country is also aware of this problem, so we are now in the integration, now also in the gradual advance, the national network television companies are in preparation.

News technology: You have a speech today, is about cloud computing and set-top box content. Cloud computing This technology is a very very hot concept, you think in addition to cloud computing or the industry more popular concept, what other technology for the digital television industry will have some more big push?

Xiang Jianping: Two aspects, the first is our middleware technology, the second is the cloud computing technology you mentioned just now. Middleware technology, it from the basic perspective of our application development, software development this piece, and our hardware platform separation, so that the changes in the terminal platform on our top impact will be very small, to our front-end deployment operators will be easier. Now in the major network companies gradually promoted, now incomplete statistics of half of the operators in the use of middleware.

The second cloud computing this piece, through this technology can we compute the other part of the terminal, computing function all forward to the cloud computing platform, so that our hardware platform can be more common standards, so, all the application deployment all forward to the cloud computing platform, Including our future application development and so on all can go to our cloud computing platform to do, to our application developers and application enthusiasts can go to this platform to do development.

News Science and Technology: At present we to the whole project investment is what degree, what kind of anticipation?

Xiang Jianping: Currently in the middleware, our company now has 70% of the products are using middleware technology to do. In terms of cloud computing, we are also working with relevant companies, and we expect our corresponding revenue to come out in 2012.

News technology: Compared to other industries in terms of the same, we bo still in what areas have expertise or more than others have advantages?

Xiang Jianping: We have three major aspects of Bo, first, relative technology leadership, second, better quality assurance system, third, better cost control.

First, technology leadership. This piece of our own is with the international leading chip suppliers to cooperate, we in the selection of the project, do this product is in the international domestic are more advanced, to ensure that it's a certain technology leadership.

Second, quality assurance system this piece, we first in the development and software development of this piece, we will adopt the software engineering CMMI3 level requirements, the software development process and version control, even when we have a full set of software release process to achieve and ensure the quality of our software. In the production of this piece we also use the corresponding standard system to guide our production, to ensure that our production quality.

Third, cost control. In last year's crystal face high-definition screen this piece, the original whole market price is about 500 yuan, but we finally realize is about 400 yuan. But this thing is about 400 yuan, I own a lot of profit space, we from several aspects to achieve cost control. First, we from the supply chain perspective, when we purchase bulk procurement, scale procurement, to achieve a one-time price reduction. Second, our supply chain this market grasp, including this year's Japan tsunami, we will grasp that the tsunami may have a great impact on the memory market and the memory market, we will be prepared in advance. Third, in the production of this piece we do a lot of work, we ensure that the product one-time pass rate reached about 98%, in a sense, the production aspect of the cost is very low, so the overall cost of the overall price will come down a part.

News and science and technology: You think the current Chinese digital TV and other foreign counterparts to compare, is not a certain characteristics, for foreign countries, what can be used for reference experience?

Xiang Jianping: China's national conditions are the first Chinese characteristics of socialism, very distinctive. First of all, China's radio and television industry is carrying the mouthpiece of the party, more commitment to the government's social attributes, public welfare attributes, this piece is very big.

Second, the previous mentioned that our network scale is very small, more decentralized.

Third, the market capacity is insufficient.

Four, our entire technical standard is not too unified, resulting in a large number of product platforms.

Five, our own business model is not clear.

News science and technology: compared to see, what successful overseas experience can draw lessons from, will do some work in these aspects?

Xiang Jianping: Foreign experience is the first large-scale operation, you have to do a thing without a certain scale, can not produce a good model. Our network integration countries are also doing it. Second, the relative technical standards of this piece to be unified, people will be on a public platform to do this thing, doing things will be standardized.

News technology: Just now you also talked about our digital TV users have exceeded 100 million, so large a quantity, you think the future of the entire industry profit point or new growth points in what direction? What will your company do in this direction?

Xiang Jianping: Our company has two aspects, first, now our market size has reached 100 million, in this piece of our digital degree is only 55% or so, 55% is nearly eight years of cumulative results, so at that time the product form has SD, one-way and so configuration than the poor machine, with the development of our technology, Now the demand is two-way, high-definition, interactive this piece, itself in the product stock market has a lot of space. The original market also has the replacement of the demand, we will continue to do in the product aspect of our high definition two-way product development, to ensure that our original product level of a certain scale growth.

Second, the value-added business of this piece. Users to achieve the base of 100 million, to enhance the user's ARPU value, do users like services, so that we will enhance the value of the entire industry chain, including the promotion of our company's value. Now we have done with the relevant companies, including 2012 in value-added services will be new applications.

News technology: You just mentioned that we have a business about set-top boxes, I am more curious about this. If you give us more information about this concept or product, what is the biggest feature of it?

Xiang Jianping: Let me briefly describe the cloud computing piece. Cloud computing may be a new thing for the broadcasting industry, but it is not new to the whole of it. From the search engine we use now, Google, a few years ago with this technology, including our current TV shopping, Alibaba, Taobao is also in the use of this technology. For our radio and television industry, relatively speaking through the front end of the unified deployment, some of the processing capacity of the set-top box moved to the cloud computing Center this piece, our terminal this piece will do relatively simple, it needs three basic functions: first, the basic audio and video decoding function. The second aspect, the Man-machine interaction function, the input output. Third, better network communication functions. In this way, our products will be compared to the common standards, all the application development of all forward to the cloud computing platform, in the future, we will be based on our future in a similar to the Apple App Store application start mode, the formation of such a format, in the future in the cloud computing platform, Once you have unified development standards, it will give our users, are now application development enthusiasts, including application developers, and even our terminal manufacturers can be applied to the above, upload to the cloud service center, according to the Cloud service center customer usage, we can statistical fees, users according to their preferences download applications to use. This is the new model in the future.

News technology: This model is indeed the integration of Cross-border concepts, there is a great development space. For the industry as a whole, we are more concerned about a word is three nets integration, for us this industry chain an important role in terms of Beauchamp, how do you evaluate the current domestic three-network integration work, as well as we in the three network integration possible work, or promote in which aspects?

Xiang Jianping: When it comes to triple-net integration, I understand that triple-net convergence is a trend it is not that this year or next year must achieve something, it is a trend, finally, China Telecom, Mobile, Unicom and so on, we will be a certain degree of technical standards would gradually converge, the provision of services will gradually converge, but may also focus will be different. For example, broadcast out, more focused on radio and television, we adopt the technical standards are not the same.

Beauchamp this piece will do more work in the cloud computing, the radio and television existing high-definition interactive do well, and through cloud computing we realize a generational union, we can achieve a good multi-screen fusion, to a certain extent is also a triple-net fusion.

For instance, in the future for the concept of cloud computing center, we have a concept of user ID here, as to whether he will use cloud-top box to intervene in the future, or from someone else's mobile PC intervention is not any relationship, from this platform, a sense of the realization of our own a three-screen fusion, In a sense also achieved our triple net fusion.

News technology: You have just talked about the beginning of the Beauchamp work abroad, at present, the development of overseas work and research and development of overseas products, and domestic product research and development input situation is what kind of? What kind of adjustment is there?

Xiang Jianping: The previous mention Beauchamp an important transformation in the 2009, more energy to put into the operator this piece. Because this piece of overseas is more of a FTI product, so it itself from the chip program is a direct way to take over, so, our research and development force is only one-fourth in doing overseas products, we now put more energy into the development of operators, independent research and development, enhance the value-added of our products.

News technology: Our next key product or main product can give us a brief disclosure?

Xiang Jianping: The main product has already mentioned, we next year main percent or is based on the middleware the high definition bidirectional product, but the follow-up our cloud computing terminal product also will come out, the follow-up slowly product proportion will increase.

News technology: Yesterday, we discussed the entire digital TV operation, there are two concepts that we say more, one is about the user experience, one is about industrial integration, you think in the digital TV operation, which is more important two concepts? Or what is their share or proportion?

Xiang Jianping: Just said triple net fusion is a trend, in the end it is a technology driven and business driven, its goal is consistent, are for the user to serve, from this point of view, what you use or what company to provide this service is not important, the most important is the user experience. For example, we know foreign Apple, it is for mobile terminals to provide users, as it is Apple to provide, or other Samsung is not important, so we are more optimistic about improving the end-user experience, through this way to innovate the business model, innovative business models.

News Technology: User experience is essential, we must pay attention to a level, with our latest technology and our best developers, and constantly improve the user experience, improve products, can be in the entire market competition to obtain the final success?

Xiang Jianping: Yes.

News technology: We have a very limited time today, thank Bear to accept our interview, hope to have the opportunity to and Beauchamp more communication and exchange, a lot to understand the development of digital television in some new information. Thank you!

Xiang Jianping: Thank you!