Music as the phone business model still need verification

Central Broadcasting Network Technology July 4 (Reporter Zhou Tao), since July 3, 2013 LeTV since the listing of super-TV, as of the end of June this year, LeTV Super TV sales of nearly 1 million units a year. Peng Steel, senior vice president of music as TV, said the annual sales of nearly 1 million units, means that the hardware sales revenue large-scale, single product cost reduction.

From the initial introduction of super-TV X60, S40, to S50, Max70, X50 Air, S40 Air, S50 Air, music as one year reached a million units sold, but with TCL, Skyworth, Hisense and other 10 million units sold phase level Than there is a certain gap. Annual sales of one million units, such a sales rate is consistent with the expected goal of music? Central Guangwang Technology interviewed this as Peng TV Steel TV senior vice president.

Business model still need to verify

Peng Gang, said to the central science and technology network, one million units and LeTV sales forecast closer to the mature TV market, the industry recognized that making a million units at least two or three years. At the beginning of making smart TV, many people think that the volume and ability of music can not be achieved millions of sales. Traditional manufacturers think the current market structure has been stable, whether price war or product war, will not break the existing market structure.

Leung Chun-peng, senior industrial economist and home appliance / IT industry analyst, said that the sales of LeTV super-TV are nearly 1 million units. This year did grow rapidly. On the one hand, the price of LeTV TV is relatively low. According to the industry average price and gross profit margin, Make money; the other hand, music TV reduced the quality of the process, design, parameters and other requirements, which can be sold at low prices, while the traditional manufacturers are disdain to do.

LeTV Super TV, sold in Internet mode, disrupts the rules of the game in the traditional TV market and traditional TV manufacturers may face the test of life and death. Leung Chun-peng pointed out that the music as the software content to profit margins to make up for the hardware side of the loss to the color TV industry challenges, prompting the traditional TV vendors in the software content services have also made some exploration, such as video on demand, pay points, VIP accounts do Large-screen video games to attract users to buy props. However, the profit margin of software services to make up for the loss of the hardware business model is still not verified the success of the present, most of the television industry revenue or hardware from the future in the end can become mainstream, is not sustainable , Yet to be observed.

Analysys think tank analyst Xu Hao for music as the super-TV sales of nearly one million units also have their own point of view, he believes that the music as the smart-TV business model Internet is deep. From the promotion, marketing, channels, profits are the Internet as the main way to quickly snatch consumer markets through low sales, although the magnitude is still not enough compared with the traditional TV companies, but its impact on the entire smart TV industry is slow Slow penetration. The future of music as its service will be further extended to improve the content of its service ecosystem.

Letv join the mobile phone battlefield

On July 3, the first anniversary of the listing of LeTV SuperTV, just a few days ago, the latest information from Beijing Enterprise Credit Information Network showed that LeTV had incorporated LeTV Mobile Intelligent Information Technology (Beijing) Co., Ltd. in May with its registered capital 20 million yuan, including business scope of production, research and development of mobile phones, mobile phones (excluding surface treatment operations), which means that music as the mobile phone business has entered a substantive stage.

For the music as the establishment of mobile smart company to enter the mobile phone sales R & D issues, Peng said that it has never received any notification on the phone progress and project, from the official point of view, music as a mobile phone is not a matter.

Although Peng Gang did not give a clear answer, in fact, LeTV into the field of mobile phones, the wind has a long history. Prior to this, LeTV hired executives from a number of handset makers, such as Ma Lin, former Meizu vice president, and Meizu Tian, ​​Meizu's vice president of marketing. Xu Hao to the Central Network Technology said that as a mobile phone music is to further expand its service activities. As the future of content services is bound to be expanded to enhance the development of its content and service ecology. This is similar to millet's multi-terminal layout, but the outstanding core is still MIUI's service. The same is true for music, even if it is the direction of the development of smart phones, but the core is still for service expansion. Terminal extension for snatch consumers and increase the user's viscosity for the service will be helpful.

For the success of the music as a mobile phone, Xu Hao said that based on the music brand and market awareness, music as the phone will be music fans and Internet enthusiasts attention is inevitable. However, the smart phone market is already a mature market, and LeTV is now entering the face of competition is extremely powerful, and the success of millet in the smart phone market does not mean that music can copy its mode. The advantage of LeTV is its video service content, which is more important for the development of television than mobile phones. Therefore, the key depends on what innovation LeTV can make and how to operate its fans in the future in order to have a better judgment.