How can Internet TV pull users back into the living room?

Absrtact: The competition pattern of internet TV is getting more and more fierce, but there are few subversive products or models that make people really bright. Last week, Archie Vice president of Arts, Internet television division general manager Chiyo attended the South China Exotic Arts meeting, said that Internet television in fact neither

The competition pattern of internet TV is getting worse, but there are few subversive products or models that make people really shine. Last week, Archie Vice president of Arts, Chiyo, general manager of Internet TV division, attended the "Odd art meeting" in South China, said that internet TV has not played a new technology, nor produced a new business model, so it is not a subversive revolution from the wagon to the car, but a combination of innovation to enhance the user experience.

No subversion can only be "dumbbell"

Why do Internet companies now wading through TV hardware? The personal view of the bridge is very clear, "the video on P C will die in the future." The future is only two screens, one is the mobile end, one is the TV end, and the two can be mutually accessories. Now mobile video has become the Red Sea, and the television industry is blue Ocean. ”

Looking back on the development of the Internet, computer Internet, by virtue of "entrance mode" achievements of Baidu, mobile Internet, with "platform model" to achieve the Android, these two models can directly learn from the field of television? The answer to the bridge is "No". He told reporters in the south that the most important thing for the internet to change TV is to find a win-win model for Microsoft plus Intel. So he proposed the dumbbell mode. He thinks this is the best mode of Internet television, that is, the two ends of the dumbbell are clouds and terminals, and the license plate plays a link in the middle.

To learn that cloud refers to companies that provide cloud services, including video and gaming, and terminals are TV plants and set-top boxes. "Dumbbell Mode" is the cloud, terminals, plates linked together into a "dumbbell", into a model.

The proposed model is based on a judgment that the segment has a bridge. He thinks Internet TV equals "Internet + TV" and doesn't produce new business models. In any industry where technology products and business models are not merged, Subversion is impossible. In such circumstances, can only play their own advantages, integration and innovation, integration and innovation, the only way to bring users a better experience.

Now the internet company began to produce hardware, on this, Chiyo that, "Archie Art is the Cloud + Terminal dumbbell mode, will not participate in hardware production." Archie Art to do clouds, manufacturers do terminals. We and T CL have cooperation, the future and Skyworth, Hisense will also have.

TV gross profit margin reduced to 15%

Chiyo has been in the television industry for many years, he told reporters in the south, the current domestic TV factory gross profit margin of up to 30% or even 40%, which marketing, market size, channels occupy a large number of costs, thereby improving the price of the TV. "With the development of the Internet TV industry, the waste of these costs will continue to become smaller, and the TV's gross profit margins will fall even lower, possibly to 15%," Chiyo said. "But the bridge does not think that lower gross margin is to play a price war." He believes that the current price war in the television industry is "hurt 800, cut 1000".

TV companies around the world as hardware companies, they play the "assembly, storage, freight, marketing" one-stop service role. What are the future of these companies in the context of such an industry? He predicts that with the Internet of television, the core command in the future TV set should be its software. Television will become a software-led company when it turns from a pure manufacturing industry into a "hardware + software" that becomes increasingly "soft". How is this forecast based on consideration? Chiyo said: "The goal is only one, is to make the function of the Internet more cool, users to operate easier." ”

Let the remote control more buttons and less brain

South reporters interviewed a number of industry investors, mostly think that u I (user interface) is easy to operate as a measure of internet television a key indicator. South all reporters noted that Archie Art of the remote keyboard has 17 keys, and the current market most remote control is 9 to 11 keys. Make the user easy to operate the minimalist TV, the number of keys is not the less the better? The bridge is not recognized. His view is that, in the case of almost blind control, the more keys the better.

He made a metaphor for the current TV set-top box, at present, most TVs have more than 100 channels, change channels into a troublesome thing, so 10 years ago designed a product called E-PG, is the remote control of the Guide key, a press this button, the screen will be listed on these channels. He said that this is the same as Baidu's entrance, change channels must be found here, and there is huge commercial value. But then the survey found that the number of times this keyboard is not high. The reason is that, according to the user experience, people in the operation of the remote control usually less brain, less moving eyes, the last is less hands, the user would rather more buttons, also do not want to "brain" to find e pg key, so he thought that the number of keystrokes is not a good thing, or more in the remote control more than design several keys.

How can Internet TV pull users back into the living room? Chiyo that to grasp two basic things, the first is live and on-demand interaction, called linear broadcast. Second, to do subtraction for television, as far as possible to minimize the use of television. In general, it is much harder to do subtraction than to do addition. To paraphrase his words: "The garish, mess features and applications are useless to the user." ”