The existence sense situation of the OTT of the hidden rule

In the "Satellite Broadband and multimedia" editor Huang view, whether the cottage or formal products, in the Warring States era of the OTT Internet TV set-top box is basically "no", many manufacturers are often relying on "herd" mentality to join in the enclosure brush existence feeling, The OTT market that is full of latent rules also needs to shuffle in the exploration of operation mode.

Sohu it based on Huang and some of the radio and television organizations, OTT manufacturers of the interview content did a simple summary and share with you:

The threshold of the cottage OTT

Due to the large number of OTT solution providers, as long as the cottage companies have the funds need, the program can provide including public version of software and hardware, customization, such as one-stop technical services. In the production process, all the chain, suppliers and so on are very fine, Ott Cottage factory as long as a shop to do assembly can be bulk shipments.

Low-end cottage OTT hardware generally use Ali (Yang Zhi Technology) and Zhuhai Torch Power and several other programs, this set-top box using the Linux system, itself provides less content, but the advantage is cheap. The board as long as 60-70 yuan, plus shell, power, etc., within 80 yuan can be done. If you add the WiFi module, the hardware cost per unit will only be increased by more than 10 yuan on this basis. Vendors wholesale to distributors each box even earn a few dollars.

Huang said that the cottage OTT mainly rely on selling hardware to make money. In the case of very low profit margins, this kind of shanzhai OTT or go before the traditional PC path, mainly rely on the amount to make money.

The grade slightly higher OTT box, the general use of high frequency, multi-core hardware solutions, amlogic (Crystal Morning), Mstar (Morningstar), Canzhi and so have a good plan to launch, and St, Boton and other international manufacturers also began to layout OTT business. This kind of box commonly uses the Android system, may give the user to provide the more diverse content and the application service. This more high-end box, the price is generally 200 yuan-600 yuan.

In addition to the open Android system, users can install the application, the Shanzhai box manufacturers in order to increase value-added, often also to the system UI development or customization, built-in well-known video site content, some manufacturers even set up their own video server, to provide users with foreign video programs.

All manufacturers Enclosure card position

Ott This high frequency multi-core hardware is also used by well-known manufacturers. The difference between the products of the Shanzhai products is the above of parts, moulds and software UI, content offering and so on. More importantly, these manufacturers generally have an "official" identity.

Although several OTT content providers have directly or indirectly charged users with packaged services or other value-added services, most OTT currently do not have a good profit model. An unnamed Shenzhen home appliance manufacturer Middle-level said, although the top of the OTT business prospects are very optimistic, but Ott's current situation makes them enter this field more is embrace "herd" mentality. Competitors have been on the OTT, if they do not, it will certainly make people feel that the enterprise strategy is problematic, so have to introduce similar products to brush the sense of existence. Although shipments are not necessarily much, once there is a clear pattern, it is better to catch up.

Video sites have always liked Ott. In Ott just arose, OTT manufacturers and video sites on the hit, and some sites will be OTT manufacturers Open API interface, so that these OTT products can directly reference the content of the video site, most of the site also timely launch of the OTT version of the app, to achieve the purpose of happy enclosure.

The grey chain of the regular army

According to the end of 2011, the SARFT "holds Internet television licence organization Operation Management Request" (abbreviation 181th), OTT set-top box or OTT TV product, need to cooperate with the organization that has the radio and television lineage, seven have the integrated business license of Internet television, use their integrated broadcast control platform to access content, and can only connect with integrated broadcast control platform, can not access public Internet content, not in the "triple network integration" pilot area outside the region sales, in order to achieve all the content provided to users "safe broadcast, controllable" purpose.

Thus, the so-called "regular" OTT set-top boxes have found the relevant license plate partners, to get the radio and television OTT "serial number." However, in the actual operation, most of the regular OTT products in addition to the content of the licensing party, but also arbitrary access to the installation of video web site clients and Third-party applications, and there is no so-called geographical restrictions.

Some manufacturers of the box in spite of the factory in line with the requirements of radio and television, but often after the launch of the product, there will be "third party" to provide crack, brush and other tutorials, so that products no longer wear the "magic Spell" of radio and television, become the real sense of the Internet TV set And a lot of OTT video software also can get these OTT manufacturer's support, make its application in set-top box to get perfect fit.

In addition, the arbitrary increase in box production has become the industry's unspoken rules. It is understood that OTT manufacturers in the licensing of radio and television licensing will obtain a certain amount of production, but in the production, many manufacturers will produce more. Shipments are far greater than the number authorized. The number is not the so-called serial number, but will also be normal sales and use of related services. It is said that the licensing party will understand the practice of OTT manufacturers, but since there is already economic co-operation, the licence side is generally using an open eye and a closed attitude.

The Dvb+ott mode of radio and television

The decline of the radio and television operators in the Internet companies under the attack, nature is also optimistic about OTT prospects. With the remaining status, radio and television operators are also exploring the "Dvb+ott" (digital cable set-top box +ott set-top box Fusion) New model. In the 2014 CCBN exhibition, Dvb+ott This fusion technology has become a hot spot for many programs and product manufacturers.

CATV digital reconstruction, will eventually move towards IP. Based on IP to provide live programs and OTT content, can make up for the existence of two business deficiencies, to achieve complementarity. With more than 200 million users and the official background, radio and television operators will naturally not miss this advantage. Recently, Hunan has started the Dvb+ott set-top box replacement work, is expected in 3 years, Hunan Province will replace more than 3 million sets of set-top boxes, to achieve Dvb+ott business coverage. And Leroy is also trying to the original interactive set-top box on the way to add accessories, to achieve Dvb+ott function. It is understood that as such Dvb+ott program providers in general with the radio and television licensing party, video sites, electric dealers and other existing cooperative relations, if the innovation pace of radio and television operators to keep abreast of internet enterprises, Dvb+ott will also leave us with a larger imagination.

Foreign data say about 80% of the home application is in video, living room as the internet, home appliances and radio and television enterprises for another battlefield, OTT business is naturally a battleground. Open, low threshold OTT also let the user's loyalty is almost zero. How to develop the user's habit through differentiated service, increase the stickiness of the user may be the next stage OTT should focus on the problem.