Millet box Feeding Intelligent TV industry chain: Fighting for the living room war

Millet is one of the most dazzling companies in the industry for two years, and now it looks at the set-top box. November 14, Lei officially unveiled the Millet box veil. Since then, millet in the noisy mobile phone market, and began to scramble for the living room. It is more than millet that robs the living room. The video network launched its own "super TV" strategy two months ago and recently gained an investment in the Innovation Workshop kai-fu Lee. As the Guotai report says, "Smart TV is another gold mine." Looters come from a variety of fields, including traditional color TV manufacturers, Lenovo's IT vendors, music, millet and other Internet companies, as well as Apple and Google. Lively living room scramble to fight, and the relevant industrial chain has yet to be reshaped. Small box to explore the big living room market "five or six years ago, I think that the hand opportunity to replace the computer to become the most commonly used terminals, television is the mobile phone monitor, mobile phone is the TV's broadcast control device." The Millet box is the most important link to realize this idea, is the most important mobile phone accessories. "Millet founder Lei will be positioning the millet box in the phone's fever-grade accessories, but apparently his ambitions more than accessories." The Millet box is similar to Google set-top box, has two main function: first is the handset "big screen", plays the handset, the pad photograph, the video. The second is the PC "big screen", TV free Watch network movies, TV dramas. Millet box product technology from the just complete acquisition of more than looking at the company, and more to see once done Apple Brush machine package, the user will enter a full Chinese multimedia playback environment, can play including odd art, Sohu HD, Youku, including video source. Look at the Millet box demo, found that the function is really like Apple, but the price is much lower. Apple is 99 dollars, and the basic price of millet box is 399 yuan, millet mobile phone users can be 299 yuan to buy. The music-vision set-top box, which entered the market two years ago, is now priced at $1800. Smartphones have opened a new era of mobile connectivity. Looking to the future, smart TV is expected to become another hot application after the smartphone. In Google, Apple and a large number of domestic manufacturers to promote the rapid increase in the penetration rate of intelligent TV. According to the Topology Industry Institute data, 2012, the global intelligent television sales will reach 52.85 million units, an increase of 110%, permeability of 20.5%. In the next 5 years, Smart TV will enter the period of explosion, its permeability will increase rapidly. Clearly the set-top box is not as simple as a phone accessory. After the intelligent television, will become the family's intelligence center. Now can see the application is divided into three layers: the first is the basic video voice, including traditional TV, High-definition TV, IPTV, network video and so on. The second layer is intelligent applications, such as Taobao, Tencent, the App Store (information, stocks, weather, tourism), interactive games, maps, video conferencing (commercial). Third, innovative applications, such as intelligent protection, intelligent shopping, telemedicine, distance education. It is based on the unlimited possibility of future applications, millet box platform to the firstThree-party open, the third party can be developed and applied on the millet platform with millet to share income. The integration model is optimistic that China is currently subject to the three networks in charge of different departments, in the IPTV and Internet business still adopt a licensing system. In the competition of intelligent TV, it has formed a big content and application barrier. 2010 SARFT issued the "Internet TV Content Management Service Specification" and "Internet TV integrated Business Services management code." SARFT will adopt the management mode of "Integrated service + content service" for Internet TV, and issue two kinds of licences respectively. Therefore, the broadcast control platform and the content operator have the scarce "licence" to occupy the advantageous position of the industrial chain in a short time. Millet box in the third party application has not developed now, the main application is from Sohu, Tencent, PPLive, hundred-vision, such as the number of videos provided. Lei said the specific mode of cooperation has not been discussed, but will respect the existing business model of these content providers. He told the China Business News reporter, these content providers also think this is a new market, a short period of time did not consider the profit, but a long-term cultivation of the market mentality. Reporter contacted Hua several vice President Zhaozhi, he told the reporter and millet cooperation is based on the license of cooperation, the future will be divided into the model, but there is no specific details. Clearly, in the future of the smart TV market, Millet is playing a platform integration role, which is similar to the position of the previous music vision. September 6, le see high profile announced the launch of "video Super TV", said to be completely open to share the spirit of the Internet to build, will be "cost-effective TV", le View claimed through the "hardware revenue + content revenue + Application-divided + terminal advertising" mode to change the traditional way of television, the full use of Internet marketing model. "Smart TVs will reshape the industry structure of the video industry and will create new business models." The whole industry chain mode will become the first choice of all kinds of enterprises in the industrial chain. The Guotai report said. In addition, the new business model also includes, the terminal manufacturer May through the platform operation realizes the profit pattern quality surmounting, the content manufacturer will strengthen the line off-line, the different terminal multiple supply three-dimensional business model, the new application and the service will unceasingly be developed, obtains the rapid development. According to the Topology Industry Institute statistics, 2011 China's smart TV sales reached 3.9 million, in the LCD TV penetration rate has reached 10.3%. It is expected that by 2015, the sales of smart TV will reach 26 million units, penetration rate of 50%. Guotai's research report shows that the 2012 obvious trend is: brand manufacturers have replaced the "smart coat", but also in the industrial chain upstream and downstream want to participate in the development of intelligent television standards will be accelerated, it and television manufacturers in the competition for smart TV increasingly fierce. The market was suddenly lively.